Tablet PC, Blue Devils bring BYD to market

Core tip: The face of a model of the profit of only 5 yuan market conditions, tablet computer manufacturers began brewing transformation. December 11, the annual sales of 1 million units of domestic tablet manufacturers Shenzhen Blue Magic Digital Technology Co., Ltd. officially announced into the mobile phone market. Every reporter Meng built from Shenzhen to face a model of profit only 5 yuan market conditions, tablet computer manufacturers began brewing transformation. December 11, the annual sales of 1 million units of the domestic tablet manufacturers Shenzhen Blue Magic Digital Technology Co., Ltd. (hereinafter referred to as the Blue Devils) officially announced into the mobile phone market. Blue Magic CEO Qiu Yang in the "Daily economic news" reporter interviewed, said the domestic mobile phone market still has the opportunity, is expected to launch next April in high-end models, next year shipments in 1 million units. BYD will be a strategic partner. According to Wantiuyang, BYD can give the blue magic phone business to provide PCBA or complete one-stop service. At the same time, the Blue Devils will allocate 25% of the equity to management, the implementation of equity incentive system. In this respect, the Mobile Phone China alliance Secretary General Yanhui said the tablet computer and mobile phone supply chain upstream high overlap, manufacturing mobile phones are not a problem, but the most difficult problem is the brand. A Shenzhen flat industry veteran Personage said, "Shenzhen's flat manufacturer gross profit margin is less than 5%, the possibility that the digital product enterprise does handset success is low." "Relying on BYD Foundry technology is reported, the Blue Devils was founded in 2001, has been in MP3, MP4 market hit." As MP3 gradually withdrew from the stage of history, the Blues transformed into a tablet computer. Compared with Huawei, Lenovo, millet, people usually divide the Blue Devils into second-line brands. Lan Mao by virtue of the characteristics of the design and operation of the tablet computer market to a foothold in the annual shipments of more than million units. "299 yuan to 599 yuan is currently a lot of tablet manufacturers to ship the main stalls, a model may earn only 5 yuan." Qiu Yang told the Daily Economic news reporter. "Since 2012, there has been a vicious cycle of low prices in the tablet computer market, which has peaked this year and will slow down the growth of consumer-type tablets next year. "Wantiuyang that despite the fierce competition in the mobile phone market, there is still a chance. "Domestic smart phones have been recognized by the consumer market, the market space is large enough, the user is still growing, and consumer demand is increasingly differentiated, each heart operating and unique brands have the opportunity to survive." TrendForce, a market research agency, expects global smartphone shipments to increase to 1.313 billion in 2015, with the biggest growth momentum still driven by Chinese brands. 2015 shipments of Chinese brands are expected to reach 17% per cent. Wantiuyang analysis said that Blue magic to open up mobile phone business is the natural extension of the tablet business, "First of all, mobile phones and flat parts supply chain has 90% of the coincidence degree; second, the Blue Devils in the country has a certain degree of brand recognition; Finally, close cooperation with BYD, BYD has a complete mobile phone production, foundry technology "It is understood that the current main investor Xiazo and Wantiuyang, who is responsible for the operation of the company, are from BYD, is BYD's core management." Xiazo in 1995Joining BYD, BYD's co-founder and one of the three major shareholders, is second only to Mr Wang and Lu Xiangyang in the company's position. Wantiuyang is BYD's youngest business director. "Nokia, Motorola are major customers of BYD, BYD has more than 1500 engineers, can provide the Blue Devils PCBA or complete one-stop technology and production support." BYD can provide a flexible production plan for the Blue Devils, which can be effectively controlled in terms of capacity and inventory. But manufacturers and consumer goods manufacturers have a clear difference in the treatment of products, the Blue Devils will dominate the design decision-making power of the phone. Wantiuyang to reporters. For the Blue Devils and BYD Cooperation, the industry analysis, BYD was Nokia and Motorola's main foundry partners, the Blue Devils decided to do mobile phones, and BYD strong technical accumulation and support inseparable. Earlier, the news that BYD wants to buy the Blue Devils. In this respect, Wantiuyang said, "The Blue Devils are open to the outside world in capital and do not rule out any possibility." "In the mobile phone market to maintain a" awe "although the cottage industry chain in the mobile phone sector has nearly 8 years of life cycle, Shanzhai tablet machine in two years to walk through this road. Wu Duan, Chairman of the Shenzhen panel, said the days of Tablet PC makers in Shenzhen were very sad. The net interest rate for 2012 is less than 5%, and the gross margin is now less than 5%. This also lets many tablet enterprises withdraw from the lake. The Shenzhen flat industry senior Personage told the reporter, in his circle, at least 30% of the machine, the program to exit the tablet market, the transition to do mobile power, driving recorder, smart home or terminal accessories, there are some tablet manufacturers from the consumer market into the industry market, such as education, medical and even the military industry. At the same time, Shenzhen plate industry upstream and downstream industry chain facing a full shuffle. October 24, as the industry's Black Horse Taiwan-funded tablet computer generation of Peng Sheng External Bulletin, in view of the company's major business failures, resulting in failure to continue normal operation, the company's shareholders and the board decided to enter the liquidation process. It is reported that before the liquidation days Peng Sheng mainly for Tesco and other overseas multinationals foundry tablet computers, concentrated in high-end products. There is news that the stock pressure and capital chain break is the fuse of the days Peng Sheng closed. "In addition, there are more than goofy, Xiang de and other manufacturers close, there are some manufacturers into the gray market, now rely on ' brush water ' to some companies to increase performance." "said the Shenzhen tablet industry veteran personage. According to IDC data, 2014 Global Tablet PC shipments growth rate will drop from 2013 51.6% to 19.4%. "The entire industry has peaked and there is little chance of Wu Duan," he said. "For why to do mobile phones," Wantiuyang said, "The Blue Demon has condensed a group of outstanding talents, the existing shareholders and management has a strong brand to do big ambition." Tablets are not a necessity, and no company has ever relied on a tablet to become a high-profile enterprise, but the handset fully has the possibility. "The Blue Demon aspect also said, the handset will continue the blue Demon the brand, simultaneously will the model position is 2000 yuan above the high-end model, mainly for 20 to 30-Year-old Young user. Yanhui told the Daily Economic news reporter, "in China to make a high-priced mobile phone is no longer difficult, the Blue Devils in the domestic flat products are already high price products, but compared to Apple, Samsung, domestic tablets are in the low-end market, to do high-end mobile phone market to face the first brand recognition problems." "In the early years of the MP3 and MP4 markets, the Blue Devils had complete offline channels. Wantiuyang said that once in the MP3 market with Lan Mao to make money with agents, the Blue Devils do mobile phone has a high interest. Lan Mao has more than 60 large agents nationwide. "Blue Devil mobile phone will be online channel, operator channels and electric business channels to carry out, the current tablet computer has entered the operator market, electric business channels Jingdong, the cat is an open platform, not too much resistance." However, the Shenzhen tablet industry veteran said, "The Blue Devils expand the mobile phone market is undoubtedly being forced by the tablet market, digital products enterprise transformation to do mobile phone manufacturers face multiple challenges." Digital Products Enterprise main advantages of online channels, in the operator channels and electric business channels are very weak. Onda launched the 4G mobile phone tablet in April, but the market reacted poorly. Wantiuyang also believes that the market for test water is still a "awe" attitude, the company's main business is the flat plate will not change, next year's flat target will grow by about 50% this year, the Blue Demon has accumulated a good reputation, next year in overseas markets, domestic industry market and other fields will have a big growth. And the mobile phone products are really done, flat product sales will also have a great role in promoting. The first year of the Blue Devils on mobile phone sales and other KPI indicators have no rigid requirements, the goal is to make a high standard of products, Word-of-mouth is the most important. In the capital investment will be flexible, partial program, is ' Stoding ' operation thinking. According to Gouyon, director of the Blue Devils marketing department, the first mobile phone expectations are millions. The reporter learned from the Blue Devils, the company first proposed the implementation of equity incentive system, Wantiuyang revealed will take out 25% of the equity allocation to the company management, stimulate the company morale.