Jiwei network news, "In the mobile phone camera market, the demand for two-axis OIS motors has soared this year. ”
In view of the current situation of the entire mobile phone camera market, a person who is deeply involved in the mobile phone camera industry made such a comment. The above-mentioned person introduced to the microgrid that OIS is divided into high-end customized OIS and general low-end standardized OIS, the former commonly known as three-axis OIS, the latter commonly known as two-axis OIS.
It further adds that the global demand for three-axis OIS motors in 2022 has not grown much, even continuing with last year, but the demand for two-axis OIS motors has exploded, and its demand is expected to triple or even triple compared with last year. Deeply rooted in the reason, an industry insider said that the high-end market, due to the limited order volume of mobile phones, which in turn affected the shipment of three-axis OIS motors to a certain extent, but in the low-end mobile phone market, due to the penetration of OIS motors from high-end to low-end, coupled with the reduction of OIS motors, the demand for two-axis OIS motors was pulled.
It can be seen that the reduction of OIS motor costs from high-end to low-end is an important reason for the increase in the use of two-axis OIS motors, and for domestic motor factories, accelerating entry has become an important measure for them to enter the next round of motor competition.
Sink from the high end to the low end
From the perspective of the voice coil motor according to its functional classification, the voice coil motor is mainly divided into open loop motor, two-way open loop motor, closed loop motor, optical image stabilization (OIS), optical zoom motor (Zoom) and so on.
According to the current development trend, in order to solve the problem of blurred mobile phone photography and improve the image stability of photography and video recording, the voice coil motor has gradually developed from the traditional shrapnel motor and closed-loop motor to the OIS optical image stabilization motor.
A few days ago, an industry insider communicated with Jiwei Network and said bluntly that last year's flagship machine was the world of OIS, but this year's OIS penetration rate is more penetrating into the low-end market.
Interestingly, this phenomenon has appeared in part in the new machines of mobile phone brands this year.
According to the rough statistics of Jiwei Network, as of March 29, 2022, mobile phone manufacturers have released a number of models, and OIS has not only become the standard of high-end models, but also has penetrated into the thousand yuan machine camp.
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"In 2022, the demand for high-end customized three-axis OIS has not increased much compared with last year, or even flattened, but the demand for low-end standardized dual-axis OIS motors has exploded, and its demand has doubled or even tripled compared with last year." Another industry insider confessed.
In fact, a few days ago, Qiu Ti Technology also talked about the domestic brand to fully follow up with OIS this year. However, it is rumored that Samsung is the main force of OIS. According to SamMobile, Samsung plans to come up with OIS optical image stabilization as standard on the Galaxy A-Series line in 2022.
Qiu Ti Technology also mentioned that in the Samsung A series, the previous A7 and A5 were equipped with OIS, but starting this year, A2 and A3 low-end smartphones will also be equipped with OIS.
You know, Samsung's A series is its important low-end product line, and contributes a lot to its shipments, according to Counterpoint Research, throughout 2021, Galaxy A devices accounted for 58% of Samsung's smartphone sales. If it is true that as the report says, the Samsung A series is equipped with OIS as standard, then if calculated according to Samsung's shipments of 271 million units, the Samsung A series will pull the demand for at least 100 million OIS motors this year.
So why are mobile phone brand manufacturers so keen to load OIS camera products this year? In this regard, an industry insider gave his own views, which believes that it is mainly due to three major factors, one is to experience better smart phone products for consumers; second, the camera is still an important driving force for innovation of mobile phone manufacturers; third, the unit price of OIS dual-axis standardized products has declined to a certain extent.
However, it should be noted that the penetration rate of OIS motors on the mobile phone side will increase significantly in 2022, which also means that the new round of war on the motor has risen to a new level.
Who is harvesting the dual-axis OIS motor market?
It is understood that the stabilization technology through the special mechanical movement correction structure design scheme, coupled with the closed loop feedback system, when the camera module jitter situation, the use of the gyroscope in the mobile phone sent feedback signal, the stabilization motor can be quickly tracked and through the mechanical movement correction compensation lens offset angle and displacement, so as to obtain a clear picture, to achieve a fast and accurate stabilization effect.
When OIS motors rapidly penetrate into the low-end market, domestic motor factories have also accelerated their entry into this market. According to an industry insider who is deeply involved in the mobile phone camera motor market, in the OIS motor market, there is a large technical bottleneck in the domestic motor factory, because the technology patents are mainly in the hands of overseas motor manufacturers.
According to the disclosed news, Sanmei Motor is the main supplier of Apple OIS optical image stabilization camera motor, TDK, magnetized electronics in the OIS motor, respectively, in 2012, 2013 mass production of OIS optical image stabilization motors, while the domestic motor manufacturerS market share is quite limited, and the technology patent is relatively weak.
"However, as of now, the domestic motor factories in the blue, Haoze, New Thinking, Bilu and other manufacturers have mass production of OIS motor products, an industry insider and Jiwei network communication bluntly said, "although in terms of OIS, domestic motor factories have made a certain breakthrough in technology patents, but the biggest problem at present is that the customer base that is willing to accept them is small." ”
And indeed it is. According to the author's prospectus released by Haoze in 2022, the revenue of Haoze optical image stabilization products in the first half of 2021 was about 445,400 yuan, accounting for only about 0.18% of its revenue.
In addition, the gross profit of its optical image stabilization products was negative during the same period. In this regard, Haoze explained that the company's optical image stabilization is in the early stage of large-scale mass production, the terminal demand has not yet been released, and the small shipment volume leads to higher fixed costs, which in turn leads to negative gross profit.
It can be seen that the low market share of domestic motor factories in OIS has become an indisputable fact, so when the market share of dual-axis OIS on mobile phones increases, who is harvesting this market?
The above-mentioned senior person said bluntly that it is not clear at present, and it will not be revealed until the second half of the year. However, according to the author's information from the supply chain, Alps, Sanmei Electric, Samsung Motor, and TDK are the motor manufacturers with the largest market share of dual-axis OIS motors in the world.
In the domestic market, China Blue and New Thinking have become important harvesters.
For the OIS motor market, some insiders predict that in the next three years, the demand for domestic mobile phone terminal OIS may double every year. The continuous "upper position" of OIS also means that it is difficult for motor manufacturers without OIS technology accumulation to enter the next motor market competition, and domestic motor factories may give birth to a new market pattern.
(Proofreading/Sara)