Industry shuffle trend of white plate to commercial market

In the first half of 2014, the tablet computer industry has entered the shuffle stage, although the white brand industry chain in the mobile phone sector has nearly 8 years of life cycle, white tablet computer in two years to walk through this road.

"In recent years, Shenzhen White tablet computer manufacturers are very sad days." 2012 's net interest rate has less than 5%, 2014 industry gross profit margin is less than 5%. Currently, there are about 1000 companies in the Shenzhen flat industry scheme and total number of machines, and at the beginning of 2014 the figure is about 1500. In addition to the first line of ODM manufacturers, most manufacturers in the industry reshuffle the critical point, facing the exit or not to exit the problem. "Wu Duan, chairman of Shenzhen Flat Industry association, said to reporters.

A veteran of Shenzhen's tablet industry told the Daily Economic news reporter, according to its understanding, at least 30% of the machine, the program to exit the tablet market, the transition to do mobile power, traffic recorder, smart home or terminal accessories, there are some tablet manufacturers from the consumer market into the industry market, such as education, medical and other industries.

Wu Duan that the majority of OEM manufacturers in a short period of time to achieve a breakthrough in the core competitiveness, Microsoft free policy opened the mobile office market, let the market homogeneity of the situation has some changes, opened a part of the new market space. In the next few years, the Office tablet market will be a new competitive place.

From industry research data, according to IDC forecast, 2015, China tablet computer market shipments will reach 29.34 million units, compared to 2014 growth of 5.5%. Tablet computers are moving into areas such as business and Office applications.

It is noteworthy that, for a long time, Shenzhen and its surrounding areas of white brand mobile end products to the main low-cost, most products in 299 yuan, 399 yuan in the price segment. Now, these OEM manufacturers, began to launch a high price products. For example, January 5 this year, the cool Rubik's Cube launched with Intel's latest chip core m, Microsoft 8.1 system and Android 4.4 "two-in-oneness system" tablet, the price is 3599 yuan. In the third quarter of 2014, Taiwan Power, after Apple and Samsung, had said it would launch a Windows tablet priced at more than 3000 yuan.

From the current flat market situation, apple in more than 3000 yuan high-end market advantage is obvious, Samsung users focus mainly on 2000~2999 yuan price segment products, and including Taiwan Power, cool than the Rubik's Cube, the vast majority of the products of Shenzhen manufacturers at 2000 yuan Price below, Few manufacturers have introduced flat-panel products that cost more than 1500 yuan. From this point of view, in the brand and channels are vulnerable to the situation, Shenzhen local manufacturers to launch high price products, is undoubtedly a risky attempt.

"Very challenging, very stressful, even if the price to 3500 yuan, such a product profit is very low." "Mei, general manager of the Rubik's Cube, said to the daily economic news reporter," on the signal of the market feedback, the simple entertainment function of the flat plate product demand is gradually saturated, can not meet the needs of consumers, in the industry to touch the ceiling, the product positioning in high-end and business office is the inevitable transformation of the choice of enterprises. But there are office needs of users, the brand and quality requirements are higher, enterprise costs will increase a lot. For example, on the screen, the high-end products began to use a full fit touch screen, high cost. ”

In addition, Mei points out, as PCs, notebooks take the thin flat line, Lenovo and other PC manufacturers and tablet computer manufacturers there is a certain intersection, but companies have confidence with the rapid response, improve quality standards, as well as Microsoft and Intel resources support, access to a part of the market.