The global mobile phone market is not as easy as many might think. Even with big cell phone brands like Samsung and Apple, there is a need for a deep market review to guide production. This will help avoid the situation of having too many devices in the market without buyers. According to Taiwan Economic Daily, the global mobile phone industry has an important list this year. Not only are sales down, but giants including Apple and Samsung have begun to cut production. These big brands are doing everything they can to reduce market risk, and accelerate the speed of stock removal.
Analysts predict that due to factors such as slowing economic growth, inflation, and the pandemic this year, global cell phone shipments will be only 1.26 billion units. This is a year-on-year (YoY) decrease of 6.8%. Next year, global mobile phone shipments will be around 1.327 billion units, a YoY increase of 5.2%.
The rejection affects many versions of Android
The decline in the field of Android mobile phones is a very obvious thing this year. The big three Chinese brands such as Xiaomi, OPPO, and Vivo all fell sharply, with YoY declines of around 20%. Apple is the only one among the top six mobile phone brands that has the potential for positive growth this year. However, due to limited production capacity in the fourth quarter, final shipments may not be as good as previous forecasts.
Samsung is also affected by several factors. Recently, there have been reports that production capacity at its Vietnam assembly plant, a major manufacturing base, has also been cut. Currently, the share of Vietnam plants in the total shipments of Samsung mobile phones has dropped to 50%. It may drop to 40% next year.
According to analysts, they believe that as far as the technology industry is concerned, mobile phones are the first industry to fall into chaos in this wave of cold market air. The pace of production is also ahead of industry expectations. However, there is a chance of a return to previous levels in the second quarter.
The top seven brands in the global mobile phone market are Samsung, Apple, OPPO, Xiaomi, Vivo, Transsion, and Honor. These brands account for more than 80% of cell phone shipments worldwide. Most mobile phones are in the first half of the year, while Apple is in the second half of the year.
Strategy Analytics: Mobile shipments/sales rate for November 2022
According to a research report by Strategy Analytics Wireless Smartphone Strategy Service (WSS), Global cell phone shipments (domestic sales) and sales (sales) in November 2022 down 20% and 18% YoY respectively. Due to inflation and exchange rate fluctuations, weak industrial inventories, production disruptions caused by the pandemic, ongoing regional tensions, and weak demand in many markets, performance is also weak.
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Regarding mobile products, Samsung will lead the global market in terms of assets and sales in November 2022. Following Samsung is Apple in terms of shipments and sales. Xiaomi maintains its third position in both shipments and sales. Other brands on the list include OPPO (including OnePlus), Vivo, Transsion, Honor, Realme, Lenovo (Moto) and Huawei.
CINNO: the price of cell phone panels will decrease in 2022
A recent report by CINNO Research shows that due to the impact of the pandemic and the ongoing deterioration of the global economy, market consumption is not as hot as in previous years. The global mobile phone market has failed to reverse the downward trend. There are no positive expectations for the panel’s demand. Also, the price of cell phone panels will decrease in 2022.
The report shows that as Korean panel manufacturers gradually withdraw from the LCD panel market, after the price of large panels stabilizes, the pressure on the operation of high production lines will decrease. This will also reduce the willingness to use mobile phone products to capture the market at low prices. But in the short term, cell phone panel prices will remain under pressure.
Among them, the price of LCD cell phone panels has entered a downward cycle since July 2021. Also, the price will continue to be at a low station throughout the year 2022. In addition, the decline will increase in the fourth quarter. In 2022, the cumulative decline of Si panels will be 13.3%, and the cumulative decline of LTPS panels will be 9.7%. Panel makers’ a-Si production capacity continues to shift to IT/industrial control/automotive products, and mainstream LTPS panel makers continue to expand shipments to the white-label market.
The demand for AMOLED devices is decreasing
The growth rate of demand for AMOLED cell phone panels has slowed. This coupled with high inventory levels means the market continues to be oversupplied. This is especially the case for flexible AMOLED panels, where price competition is fierce. By 2022, the price of flexible AMOLED mobile phone panels will decrease by 19.8%. Also, the price of solid AMOLED cell phone panels will drop by 10.9%. The main panel brand, Samsung Display (SDC) has seen a sharp decline in shipments and market share, especially in the Chinese market.
CINNO research predicts that if there are no good features required, cell phone panel prices will continue to decline. In addition, a-Si / LTPS panel prices will decrease by $0.3 per month in December 2022 and January 2023. The price of rigid AMOLED panels will continue to decrease by $0.5 and the price of flexible AMOLED panels may decrease by $1. This decline across the board is forcing brands to reduce their projections.
