"Science and Technology Innovation Board Daily" (Shanghai, editor Song Ziqiao) news, today (29th), Goertek shares, Lixun Precision two major fruit chain giants plummeted, as of the close, fell more than 7%, 6%, Wingtech Technology, Gongda Electroacoustics, Land optics, Jingyan Technology and other Apple industry chain companies have followed suit.
Yesterday, market news said that due to sluggish demand for consumer electronics, Apple plans to cut the production of iPhone SE and AirPods: about 20% less production of iPhone SE in the second quarter, AirPods annual orders fell by more than 10 million. In addition, the news also said that Apple asked suppliers to reduce the production of the entire iPhone 13 series of mobile phones by 2 million units compared with the original plan, but said that this adjustment is based on seasonal demand.
It is understood that Luxshare Precision is the largest foundry of AirPods, and Goertek is the second largest foundry of AirPods.
In this regard, the relevant person in charge of Goertek said today, "There is no comment on the customers involved, but the company's current production is normal and there has been no major change." At the same time, the person reminded investors to pay attention to screening market news. Luxun Precision then clarified on the interactive platform: the company's acoustic wearable products and customers maintain stable cooperation, the current order situation as expected growth, and normal landing, there is no company's largest customer to cut the order 1000w situation, please pay attention to the screening of network false information.
▍ Weak consumer electronics market The performance growth rate of giants has slowed down
Apple's leading position in the consumer electronics industry is difficult to shake, and many Chinese companies have also created a "myth" of take-off because they have entered the Apple supply chain, taking Luxshare Precision and Goertek shares as an example, due to oem AirPods, the stock prices of the two have more than tripled in 2019.
But now, the fruit chain aura seems to have failed. Since the beginning of the year, Luxshare Precision and Goertek shares have fallen by more than 37% and 36% respectively, and compared with the highest point, the stock price is almost waist-cutting.
The sluggish downstream demand for consumer electronics may have laid the groundwork for today's plunge.
Recently, due to the macro environment, mobile phone manufacturers have begun to reduce market expectations and start to reduce mobile phone supply chain orders, and reduce the specifications and configuration of mobile phone products. At the same time, the weak demand for high-end models and the recurrence of the epidemic have led to a slowdown in the development of the domestic mobile phone market. According to CINNO Research, Smartphone sales in China fell year-on-year to about 23.48 million units in February, down 20.5 percent from a year ago and down 24 percent from the previous month.
The deeper reason for the sluggish fruit chain is that after years of development, the traditional consumer electronics industry has gradually entered a mature stage, product innovation, market growth rate has gradually slowed down, under the influence of negative factors such as chip shortage and industrial chain transfer, the competition in the industrial chain has further intensified.
▍ The emergence of new kinetic energy is imminent Metacosmity, automotive electronics or relay
How to obtain new momentum for growth has become the top priority of consumer electronics companies.
At present, the rapid development process of automobile electrification and intelligence, the metacosm has also created a new imagination space, which gives Apple, and its supply chain enterprises a new direction, they or deep plough VR/AR, in order to seize the new growth points of the consumer electronics industry, or cross-border "car-making", trying to break through the siege.
Apple CEO Tim Cook previously said in an interview with the media that AR is "crucial" to Apple's future and restarted apple car projects.
A number of fruit chain companies in A shares have also prepared to diversify their operations early to reduce their dependence on Apple:
Luxun Precision's automotive electronic products include connectors/connecting wires, low/high voltage vehicle wiring harnesses, special wiring harnesses, etc., and the main customers are domestic traditional car companies, new car manufacturing forces and some large Tier1 manufacturers. In February this year, Luxun officially announced its cooperation with Chery To build cars.
Goertek aims at the VR intelligent hardware business, is the world's main foundry manufacturer of high-end VR products, accounting for the vast majority of the OEM share of Facebook Oculus products and mainstream VR headsets such as PS VR.
Wingtech Technology recently released an announcement that its products are expanding from mobile phones to non-mobile phone businesses such as laptops, IoT, servers, and automotive electronics, and customers are also extending from the consumer field to industry, automotive and other fields. At present, non-mobile phone business continues to obtain new customers and new orders.
In addition, consumer electronics parts companies such as Lens Technology and Changxin Technology have also expanded into the automotive business.
It should be noted that the changeover of growth engine will not be smooth. Until then, whether the original business has shrunk more than expected, and whether the new business will face more competitors, are all risks that investors need to consider.