3月30日，华为P60和P60 Pro首销大卖，当日销售额位居三大平台榜首。潮电智库拆解新机发现，华为P60 Pro后置黑夜长焦4800像素摄像头马达主要供应商为新思考。
New-shicoh as Xiaomi and Huawei’s supplier, domestic motor become high-end brand
Competing with overseas giants such as Hapticand Sammi for high-end products, New-shicoh stands out with its continuous record of supplying flagship phones from two major brands, Xiaomi and Huawei.
On March 30th, Huawei’s P60 and P60 Pro sold well for the first time, ranking first among the three major platforms in terms of sales on that day. Chaodian Think Tank has disassembled a new camera and found that Huawei’s P60 Pro rear dark night telephoto 4800 pixel camera motor is mainly supplied by New Thinking.
It is reported that this is the first time that New-shicoh has entered Huawei’s high-end P-series supply chain. As early as the end of last year, Xiaomi cooperated with New-shicoh to launch the new technology of internal focusing OIS motor on the flagship camera of Xiaomi 13 series.
Electrend believes that the product supply has been tested, affirmed, and included by the two leading ecological giants, Xiaomi and Huawei, which is actually a new way of thinking from “standing” to “stable” high-end.
“Cousin, a senior expert who has been engaged in the motor industry for more than ten years, said, ‘New-shicoh can successfully achieve a continuous breakthrough, mainly due to two major factors: first, the mobile phone industry is highly competitive, and the brand end is seeking to reduce costs and increase efficiency, and domestic substitution in the supply chain has become a trend; second, New-shicoh’s own technical products have passed the standard of hard power, and can meet the strict quality and application standards of large factories.'”
Ten Years Wards
Tracing the development history of VCM motors in China, 2013 is a time point worth remembering.
At that time, the market was completely monopolized by Japanese and Korean enterprises. Until the rise of smart phones driven by ZTE, Huawei, coolpad and lenovo, domestic VCM motor manufacturers mushroomed in 2013. In 2016, the number reached a peak of 73.
In 2018, in the AF open loop motor market, Japanese and Korean manufacturers, which have been at a high level, chose to abandon orders from domestic end manufacturers due to price and profit reasons. Chinese motor forces seized the opportunity to take market share in a large area and thrive.
Also in this year, Chinese mobile phone brands, represented by Huawei and Xiaomi, became famous worldwide.
Domestic motors such as New-shicoh, ZET, Hozel, and Billu have taken advantage of this opportunity to fully enter the supply chain of mainstream Chinese mobile phone brands such as Huawei, Xiaomi, OPPO, and Vivo, and quickly replace overseas manufacturers such as TDK, ALPES, and SAMMI in mid to low end product lines.
However, the long-term absence of high-end market has always been a regret for domestic motors. Until the last two years, New-shicoh, relying on technological innovation and product strength, has successively opened the door to the supply of high-end flagship models such as Xiaomi and Huawei, becoming a flag of domestic motors.
As the originator of the global AF-VCM, New-shicoh has a total of over 700 authorized invention patents, utility model patents, and design patents, with the largest number in the industry. It is a major motor supplier for module manufacturers such as Ofilm, qtech, Sunny Optical, luxvisions, Holitech, and Tongxingda, as well as a major supplier for terminals such as Huawei, Xiaomi, Vivo, OPPO, Lenovo, LG, Huaqin, Wingtec, and Longcheer.
After ten years of effort, domestic motors have finally reached the top of the industry.
“Everyone has found their own position in the mobile phone supply chain sector and set up their own formation, and then there will be a competition of hard power.” Fu S, a senior executive of a domestic first-tier motor manufacturer, said that the starting point in the high-end market is actually similar between domestic and foreign players, and the real competition has only just begun.
According to the “2022 Global Motor Shipment Ranking List” released by the Chaodian Think Tank in mid January, New Thinking ranks among the top in terms of shipment volume, with a market share of nearly 12%, less than 5 percentage points from the top ranked Alps.
“In the near future, the top spot will definitely belong to domestic manufacturers.” Although last year’s smartphone industry was the worst in nearly a decade, and the market continues to decline, in my opinion, this is the best time to accelerate domestic replacement of mobile phone camera motors.
The product configuration has been continuously improved due to severe internal interference, and cost control is a core challenge facing the entire mobile phone industry chain. Cousin said that compared to overseas manufacturers such as Alps, Sanmei, Samsung Electric, and TDK, domestic motors represented by New-shicoh have not only significant cost advantages, but also comprehensively won the competition for local service and delivery capabilities.
Despite as a partner, Mr.S objectively believes that the successful penetration of the new thinking into the supply chain system of high-end flagship machines of Xiaomi and Huawei will benefit greatly. “On the one hand, according to industry practice, the two large factories may open up more models and order resources to core suppliers; on the other hand, as a strong endorsement, New Thinking may undertake more high-end projects from the frontline Android camp such as Honor, OPPO, and Vivo.”
According to the analysis of Electrend, global smartphone sales will hover around 1.1 billion units in the next three years. Domestic mobile phone brands such as “Huami, xiaomi, OPPO, VIVO” will continue to hit the high-end market in new forms such as image upgrades and folding screens, which will leave enough room for domestic motors to replace.
In addition, from the perspective of the development path of mobile phone cameras, ultra-fast focusing speed, ultra-small size, low power consumption, and stability will be a clear trend. Therefore, there are more possibilities for the core structure VCM motors to compete with the market.
The “2023 Global Motor Shipment Ranking List” of Electrend may be rewritten.