In 2010, domestic and foreign computer giants have launched low-cost notebook computers, the domestic TD-SCDMA trial commercial began to issue numbers, color TV manufacturers to promote digital TV to guide the concept of digital TV deeply into the people's heart, the market was once described the rapid rise in demand for network communication transformers market beautiful picture. However, a United States subprime mortgage financial storm swept the global market consumption power fell rapidly, even the network communication transformer companies optimistic about the growth of the most robust laptop industry has also appeared "peak season is not prosperous, off-season is weaker" situation. The depression of the market and the unmarketable products of the whole machine have directly affected the market demand for network communication transformer products.
In the face of the current market situation, how will network communication transformer manufacturers view the development prospects of the industry market in the next few years? How should production enterprises cope with this "winter"?
The financial turmoil in the United States chilled the markets
2010 was not a quiet year. At the beginning of the year, Dell, Intel, HP, Asus, Acer and other leading domestic and foreign computer companies have launched low-cost notebook computers, triggering a wave of notebook computers to accelerate the replacement of desktop computers; Subsequently, China Mobile officially released the number of 3G mobile phones, directly stimulating the new trend of mobile phone replacement; The domestic TV industry with the digital TV to replace the traditional analog TV voice is getting higher and higher, in addition to Toshiba, Samsung, LG, Changhong, Konka and other domestic and foreign color TV giant enterprises continue to launch new digital TV in addition, the Olympic Games is further promote the development of digital TV market. The steady development of domestic communication network industry ensures the base of communication network transformer market demand; The rapid development of consumer markets such as notebook computers, digital TV and mobile phones has boosted the growth of market demand. Based on the impetus given by the broad market prospects, when facing the external pressure of rising raw materials, rising talent costs, increasing economic and business pressure and relevant policy reforms, domestic communication network transformer manufacturers still hold an optimistic attitude.
Mr. Poon Wing Man (hereinafter referred to as "Pan Dong"), Executive Director of Bohan Co., LTD., said: "Bohan has been established in 1992 for more than 16 years, and has occupied a key position in Netcom components enterprises. As of October this year, the group's business scale has grown by 20% over the same period last year. Among them, the notebook products have been well received due to the launch of low-cost laptops, and the demand has grown significantly, and the filter shipments have also increased relatively; "The biggest growth market for communications transformers this year will come from the NB industry," he said. "According to market research, the global demand for NB will reach 125 million units in 2008."
Ming Pu Industrial Co., Ltd. general manager - Mr. Yang advanced (hereinafter referred to as "Yang General") also said: "The market application of network communication transformers this year is similar to that of previous years, our overall operating situation is normal, from January to October sales performance, product demand compared with the same period last year has 30% -40% growth."
The market once described the beautiful blueprint of the rapid rise in demand for network communications transformers, but in October, after the outbreak of the United States financial subprime mortgage problem, consumer confidence fell to a historic low, and the market's hot before suddenly cooled. The global financial crisis has hit the mobile phone market hard, Nokia's third-quarter sales fell 5%, net profit fell 30%; SONY Ericsson posted a loss of €25m in third-quarter sales, down 9.7% from a profit of €267m a year earlier. MOTOROLA reported a 15% drop in sales and a net loss of $397 million in the third quarter. The raid of the financial storm also affected the computer giants, and the notebook computer industry that the network communication transformer companies are optimistic about has also appeared in the "peak season is not prosperous, and the off-season is weaker".
The downturn in the consumer market will eventually lead to a decline in demand for electronic components, and component manufacturers will be the most direct impact, Mr. Yang said: "Compared with the previous growth, the company's orders in November significantly decreased, which may also be our customers in the big economic situation to adopt a conservative strategy." Pan Dong also pointed out: "The United States financial problems spread around the world, resulting in a significant slowdown in global economic activity, the electronics industry can not be spared." He said: "At the beginning of 2008, in addition to the implementation of relevant laws in China and Taiwan, the appreciation of the RMB and Taiwan dollar also affected the increase in company costs, but the demand for communication transformers is still optimistic." However, since the second half of the year, the U.S. subprime mortgage problem has affected the global financial system risk, and then caused economic problems, which is not able to understand and grasp the beginning of this year.
Industry enterprises need to calmly cope with the financial crisis
The outbreak of the financial crisis has made the uncertainty coefficient of the market economy soar, and the worsening of the crisis has greatly affected the component industry in the upstream of the electronic information industry chain. Pan Dong said: "The global financial crisis has had a knock-on effect on the economic slowdown, which in turn has affected industrial exports, investment and domestic consumption. In response to the decline in exports, news of layoffs or furloughs or plant closures have been heard; However, domestic consumption capacity has been greatly reduced due to stagnant wage growth and the poor performance of the stock market, which has reduced the wealth of the public." He further analyzed: "In the case of the great recession of the global economic environment, due to the increase in market demand, downstream customers will require to increase or reduce supply at any time according to market conditions, so those with small production scale and no economic scale, those who cannot flexibly respond to market demand, those who have poor capital turnover deployment ability and those who have no independent research and development to meet the market trend will likely face the test of natural selection. The bigger Evergrande and those with flexible capital allocation will increase their chances of survival. Given the current situation, it will be a challenging time from the end of this year to next year.
In the market against the tide, enterprises do not move forward, as the industry has a cloud: crisis or turning point. Yang said: "The global financial crisis has indeed brought a great impact on the electronics industry, but as an electronic component manufacturer, in addition to seeing the current unstable economic pressure, but also need to be good at finding a turnaround in the crisis." He said: "The first thing for enterprises is to firmly believe that because the market has not reached saturation, the product will have a way out." At present, the most direct impact of the enterprise is the reduction of the order volume, which requires the internal management of the enterprise to be smoother and more efficient internal communication and cooperation. In the weak period of the entire industry, focusing on the rectification of internal management and optimizing the overall quality of the team will become the core of the company to seek better development."
"The way enterprises cope with the current internal and external environmental changes can be broadly divided into marketing and production." Pan Dong pointed out: "In terms of marketing, enterprises need to pay particular attention to the management of the source, the collection and judgment of market information at the beginning will affect the allocation of back-end production resources, fully grasp the market and customer fluctuations, and further improve the accuracy of estimating orders, in addition to meeting the customer delivery time, but also to avoid the financial risk of inventory backlog;" In terms of production, how to cope with possible performance growth and break through labor-intensive production bottlenecks? Our thinking is to seek maximization of production and marketing coordination and actively improve production efficiency by outsourcing to partner factories and strengthening post-process automation." He believes: "Next year will be a year of crisis, but also a year of rebirth, as long as it can survive the severe test of next year, the situation of 'big Evergrande' will be more obvious."
The network communication transformer market is expected to clear up in three or two years
In the recent "China electronic components Industry Board of Directors 20th anniversary of the establishment of the event", China electronic components industry Board of Directors Wen Xueli said: "The global financial crisis is to component companies brought a great impact, this year, the growth rate of component development and profit margins are declining, entering October, product orders have also declined significantly." These all cast a shadow over the development prospects of components. But from another perspective, the financial crisis has also brought certain opportunities to China's electronic information industry, and electronic component companies should firmly grasp these opportunities." He believes that digital television, a new generation of mobile communications, the next generation of Internet industrialization, new flat panel display, automotive electronics and other industries will provide a huge space for the development of electronic components. In addition, among the ten measures determined by The State Council to further expand domestic demand and promote economic growth, the development of 3G in China is one of the important means to expand domestic demand; 3G license issuance, China Mobile, China Telecom, China Unicom three operators will carry out 3G network construction, the nationwide 3G network construction is completed, not less than 800 billion yuan, which will be a rare market opportunity for network communication transformer manufacturers.
Pan Dong also pointed out: "Where there is a network, there will be a need for communication transformers, and as the network continues to develop and the application level becomes more extensive, the use of communication transformers will also be widespread." For example, with the rapid growth of low-cost notebook computers (netbooks), the increase of notebook computers (NB) replacing desktop computers (DT), and the launch of a new generation of high-speed 3.5G(HSDPA) mobile Internet, market research estimates that NB shipments will reach 150 million units next year, an annual growth rate of 20%; The 3G communication market, which will be opened soon, will be an important part of the information industry vigorously supported by the state in the future. According to a report by IMS Research, by 2011, due to the promotion of broadcasting services such as DVB-H, there will be nearly 500 million users around the world watching mobile live TV programs, and by 2010, mobile digital TV will grow at an annual rate of 50%; Similarly, smart network household appliances are also gradually moving to the market, such as smart refrigerators, which have a certain consumer group in some large and medium-sized cities, and some smart small household appliances, which are very suitable for the needs of modern life. The above market network communication products and all kinds of intelligent electronic products will inevitably bring huge development opportunities to the network communication transformer industry."
"In 2009, network communication transformers in the past market applications can continue to meet the needs of conventional applications." Yang said: "In addition to optimistic about the laptop market, I think PoE, VOIP and other fields will also likely become a new growth point for the application of network communication transformers."
Therefore, although Pan Dong and Yang both said that they would look at the development of the communication transformer market in 2009, they remain optimistic about the development prospects of network communication transformers, because the vitality and innovation shown by the Netcom industry are promoting the continuous development of the communication network industry, which will directly increase the market demand for network communication transformers. Mr. Yang said: "The current environment is not optimistic is temporary, there is competition in the market, there is a belief in victory, as always, the company will be able to find measures to cope with the fierce competition."
Pan Dong believes: "The global economic environment of the great recession situation is only a temporary situation, two to three years should be able to clear up, the network communication transformer market will continue to develop towards a healthy road."
Conclusion: At present, the financial crisis is getting worse and worse, many enterprises are deeply confused about the unclear market, and many enterprises believe that the difficulty of enterprises to survive the financial crisis will exceed anyone's imagination. Especially for most of China's small and medium-sized enterprises, because the contraction of orders is too large, they have been on the edge of survival, and their market resilience and capital operation ability are facing the test of the first. Although in the short term can not see the market is clear, the global demand for electronic products will continue to face difficulties, but the market prospects of network communication transformers is optimistic, as Pan Dong said, "where there is a network, there will be a need for communication transformers", in the face of natural selection of the market test, enterprises do not advance, want to upstream enterprises need to calmly respond to the baptism of the market, is the so-called: One hundred years gather incense, bath phoenix.
