In the past two years, the consumer electronics market has been "cold", and companies from top to bottom of the mobile phone industry chain have begun to seek new blue ocean markets. At the same time, thanks to the country's vigorous promotion of new energy vehicles, market deman

collect micro network news In the past two years, the consumer electronics market has been "cold", and companies from top to bottom of the mobile phone industry chain have begun to seek new blue ocean markets. At the same time, thanks to the country's vigorous promotion of new energy vehicles, market demand has begun to grow rapidly, and the demand for supply chains has also increased simultaneously.

Soon, the originally "cold" consumer electronics industry chain discovered opportunities in this emerging field.

In addition, relevant preferential policies have been continuous, which has made some industry chain companies more determined to expand into the automotive electronics market. Suddenly, a wave of transformation formed in the industrial chain.

However, according to what the reporter learned, the large-scale "migration" of the mobile phone industry chain did not go smoothly.

Storm is pouring in, disrupting the pattern

As early as a few years ago, a small number of companies in the mobile phone industry chain have already seen the business opportunities in the automotive electronics market; so we can see this batch of companies represented by Sunny Optical Enterprises, during the downturn of the overall environment, their vehicle-related business can still bring considerable profit growth.

As a result, “a good competitive environment and high product profits” has almost become the industry’s conclusion for the automotive electronics market. Therefore, before the automotive electronics market is about to show “explosive growth”, we have seen a stormy influx of a large number of companies in the mobile phone industry chain. . Such as: Sunny Optical , Lianchuang Electronics, Changying Precision, BOE, Sunlord Electronics and other representative A-share manufacturers.

However, the blue ocean that followed was gradually disrupted.

Industry insiders told reporters: "Although we have seen that the automotive electronics market is growing rapidly, based on the actual situation, the increase in the automotive market is actually very limited, far less than the smartphone market where everyone has one. This means , The limited-scale automotive electronics market cannot carry the huge supply of the smartphone industry chain. "

On the one hand, companies are flocking to the market, but on the other hand, the market demand is growing less than expected, resulting in a rapid decline in the automotive electronics market. creating a situation of oversupply.

According to a person engaged in the car navigation industry: "With the number of large and small manufacturers increasing year by year, there are more than 200 companies in the field of car navigation alone. The homogeneity of products is serious, and they are all focused on GPS positioning, Simple path planning, listening to music broadcasts and other functions, and even many copycat products are just a patchwork of parts, with no quality at all. "

Although a few fields with high technical barriers can temporarily alleviate this situation; It is conceivable that there are no intact eggs under the overturned nest.

Take Huaying Technology as an example. After losing performance, in order to reverse the situation, the company continued to carry out large-scale layout in the automotive market. According to its financial report data, revenue from the two businesses of automotive and industrial control has reached 40% of total revenue in 2018, and will continue to grow this year, and is expected to exceed half.

However, what Huaying Technology did not expect is that a lot of production capacity in the global region has already been transferred to the automotive market. The price war that is exactly the same as that in the consumer electronics market is starting with low-end automotive display products and spreading upward.

This also makes it extremely difficult for Huaying Technology to turn losses into profits. The company still expects a loss of about 600 million to 720 million yuan in the first half of this year.

In addition to the increasingly severe competitive environment, the "sequelae" of the state's suspension of subsidies for the new energy vehicle market has gradually emerged, accelerating the cooling of the automotive electronics market and once again dealing a heavy blow to these industry chain manufacturers.

The wave of

has not subsided, but another wave of

mobile phone industry chain manufacturers have entered the automotive electronics market, with Tesla being the most released. Looking back on the third quarter of last year, Tesla ushered in a highlight moment with the release of Model 3 production capacity.

According to U.S. car sales data, during the same period last year, Toyota fell by 0.4%, Honda fell by 2%, Mercedes-Benz fell by 5.8%, Ford fell by 2.4%, and Tesla surged 203%. . This kind of scenery even makes many suppliers feel proud.

Who would have thought that the darkest moment of Tesla would come so quickly.

In April this year, after a video of a Tesla spontaneously combusting in Shanghai was exposed, since then, cars of this brand have spontaneously ignited one after another.

Many spontaneous combustion incidents have not only caused heavy damage to Tesla , but also pushed the safety issue of new energy vehicles to the forefront.

However, there is more than this waiting for this industry chain. In June this year, these companies felt a bit of coolness in the scorching summer season that was supposed to usher in.