Domestic tablet into the mire of price, a smart make five dollars?

A newly born four years, has attracted more than 2000 production vendors into the industry, now seems to go to the price of the Jedi, a sale of more than 200 Yuan tablet computer is a metaphor for the fate of the industrial chain.

"299 yuan to 599 yuan is currently a lot of tablet manufacturers to ship the main stalls, a model may only earn 5 yuan." "Shenzhen Tablet manufacturers Blue Magic Digital CEO Qiu Yang," the first financial daily said, now a lot of domestic flat-panel demand in the low-end, there is no brand can be said, purely by price than price.

"The disorderly competition of prices engulfed the future of the industry. "Another unnamed tablet maker told reporters that even the booming chain of Shanzhai industry has nearly 8 years of life in the mobile phone, and the Shanzhai tablet has gone through the road in two years." From last year's goofy, Fuggers, Ai Hua Multimedia, to the first half of this year's hundred Li Electronics, Wynn, the second half of the electronics, in Heng Chong, the two-year tablet industry entered the shuffle period early.

Exit

Low price and disorderly competition can make a new market rise rapidly, but it can also let it die fast. However, unlike the previous two years of the solution, this time the tablet industry appears to be the upstream and downstream industry chain of the overall shuffle.

October 24, once as the industry Black Horse Taiwan-funded tablet computer factory days Peng Sheng External Bulletin, in view of the company's major failures in operation, resulting in the normal operation of the company, shareholders and the board of directors decided to enter the liquidation process from now on.

According to the reporter understands, the current Tian Peng Sheng has entered the liquidation link. In the company posted October 24 announcement, the company's shareholders and the board of directors decided to enter the liquidation process from now on, the liquidation team has been filed in the market supervision authority, and in accordance with the statutory procedures for liquidation matters. Reporters call the liquidation group of relevant staff, the other side said that the liquidation is still in progress, creditors can first to the company register, but the follow-up can not be paid for further information.

The day before the collapse of Peng Sheng mainly for Tesco and other overseas multinationals foundry tablet computers, concentrated in high-end products, each price in general at 120 U.S. dollars. There is news that the stock pressure and capital chain rupture problem is caused by the day Peng Sheng closed the fuse.

"In fact, OEM manufacturers in recent years overseas prices have been not very good, although there is a quantity but not necessarily make money." Wantiuyang told reporters, now look at a lot of market plate, although the price is cheap, but in fact, and we two or three years ago the same level of shipments.

And then he, the most important work every day is with the research and development team and testing department PK.

"Often received complaints from suppliers, a screen vendor to find me, he lit a screen let me see, ' General, you say this is not?" I don't think I can see it, but I have to find quality manager and marketing department to discuss it. In this way, two years later, Qiu Yang Leng himself into an industry expert.

Wantiuyang told reporters that the Blue Devils had been doing tablets for a while before he came, but that both products and processes were miserable. "At that time I was just a consultant of the company, we have opened countless meeting, we all want to do a good product, and see others listed, we can not help." ”

Perhaps this is the tablet industry's ecology, rapid iteration is not enough to allow a little bit sluggish. But the slow God found that he was still in situ.

"The tablet industry from 2011 to this year should be regarded as the four year, now the competition is not customers but peers, only the peer down to live, it is estimated that next year is the competition between customers." "There are tablets in the industry, said the tablet industry in the first three years basically everyone can make money, products do not need to do what innovation." But this year, the profit per Taiwan only 0.3 dollars, make a flat and sell circuit board profits almost.

Behind the collapse

On the trend of the tablet next year, Wantiuyang that the growth of consumer-type tablets could fall below 10% per cent.

"There are also reasons for the saturation of the consumer market, which is a natural disadvantage in terms of product demand, and tablets are not a necessity compared with smartphones and PCs." Wantiuyang told reporters. As you can see, the ipad represents the future, and sales have been trending downward in recent years.

From the latest earnings figures, the iphone and Mac have achieved varying levels of sales growth, and ipad sales have fallen 9% from a year earlier, selling only 13.27 million units and sales have fallen by 8% per cent year-on-year. This is the second consecutive quarter of the decline in sales. And if you look back over the last five quarters, you'll also find that ipad sales have fallen for four quarters. Apple has sold 800 million iOS devices, including 100 million ipod, an ipad of 200 million and an iphone of 500 million, according to data released on WWDC.

Digitimes in the mail to reporters that, as the 2014 ipad new product specifications update than in the past, the fourth quarter shipments will face 20 million "defense." Fubon in the downstream hardware analyst is that this year's overall ipad shipments of only 62 million units, the year recession 17%, the main reason also includes the rise of large-size smart machines.

In addition, low profits are also a major cause of the slump in the tablet market.

"These last few years kill prices very badly." 9.7 to sell 999, also with 3G, an average of 200, 300, we can no longer bargain, kill to the end no good. This market is so much. Wantiuyang told reporters that low prices should not become the goal of the brand, the price to do up to the future.

"We are not to do the global 10%, in fact, 2%, 3% is very satisfied, the Chinese people are very many levels, what needs have, different levels, consumption have, the world more than 200 million, now we 1% can not." ”

Moreover, if demand declines and low margins are the main cause of the slump in the tablet market, bad debts are the last straw in the tablet industry. It is understood that the industry now has a lot of so-called "big list", or the number of orders is very large, or high profits, but the requirement is to put accounts. Some manufacturers cheap to take this list, after three months after the discovery of the customer disappeared, so the capital chain break, had to go bankrupt.

"In fact, if the formal operation, to find a bank intervention, the account is not not can not do." However, many times in the country to put the account is a pure verbal commitment, the world can not find such a domestic method of accounting. Wantiuyang told reporters.

Seek change in capital investment?

Waiting to shuffle is obviously not the style of the industry, the tablet industry shuffle and integration has in fact started from the upstream chip manufacturers.

At the end of June this year, the China Securities Regulatory Commission announced a list of the latest IPO disclosure, Zhuhai Zhi Technology Co., Ltd. listed. The company is an intelligent application processor SOC and intelligent analog chip design vendors, the main products are multi-core Intelligent Terminal Application processor, intelligent power management chip, etc., but also one of the main suppliers of tablet computer chips.

Canzhi submitted the prospectus shows that 2013, the company achieved operating income of 1.65 billion yuan, compared with 2012 year-on-year increase of 23.23%. Although business receipts are still growing, growth has fallen markedly. Meanwhile, net profit in the data fell 26.65% year-on-year.

An unnamed financial analyst told reporters that for the highly competitive flat industry, the introduction of capital development is the inevitable way, but from the prospectus, the full log performance fluctuations are very large, need to quickly find a new impetus to ensure performance.

In June this year, another chip maker, with its upper-flat panel, won a few "ferry tickets" for the Communications tablet, in collaboration with Chip giant Intel. Under the partnership agreement, two companies will collaborate on the launch of the Intel branded mobile system Chip (SoC) platform. Industry insiders evaluation, and Intel cooperation, Rui Core Micro can be the fastest speed to obtain 3G and LTE technology, for the future of sustainable development to pave the way.

For downstream flat-panel brands, capital rumours seem to be stirring the nerves of the home.

A source close to the Blue Devils told reporters that the current Blue Devils are in contact with BYD, is likely to engage in capital cooperation. "If there is a capital partnership with BYD, it is also a good opportunity for the Blue Devils, which means that the representative companies of Shenzhen's flat industry are entering a relatively perfect and orderly stage of capital operation." ”

The above sources believe that for a long time, a large number of Shenzhen tablet manufacturers, represented by the Blue Devils, accumulate and hold relatively intensive industrial resources, but because of the lack of mature capital operation, it is difficult to display capacity in higher and larger market platforms, and once the mature capital operation is introduced, The enterprise from traditional product manufacturing to emerging integrated marketing transformation, make up for short board. "Once the industry is able to attract capital in an orderly and sustainable manner, it could trigger an accelerated transformation of the global tablet market from quantitative to qualitative." ”

Although there is no positive response to the news, but he told reporters frankly, the company is indeed considering the financing of things, do not rule out the future in this piece will be with other manufacturers to do some cooperation.

"The first step is to give employees a rights issue, hoping to share the benefits and make the tablet business longer," he said. Wantiuyang told reporters that by next year the overall growth of the tablet market should fall below 10%, retain talent, improve the brand's premium ability is the focus of his next job.

But for more white plate manufacturers, although unwilling, but the transition seems more difficult.

"Before selling a tablet can make a dozens of yuan, now one can make ten dollars is good." "A counter owner at the electronics market said to reporters. And compared to this time last year, the Mulberry electronic market is crowded, but now it is empty. Many of the original flat-plate counter owners turned to do tablets and mobile phone accessories, apparently in their view compared to flat, accessories more profitable.