Due to the high saturation of China's domestic market and the slowdown in the growth of China's electronics industry, Chinese OEMs are forced to move into the international market to sustain business growth. Worried that China's domestic market has been robbed of too much business by multinational companies, Chinese OEMs must push products to a wider range of users to continue to expand, especially after the slowdown in the growth of communications equipment and consumer electronics industries in 2006 .
Fortunately, the products of these Chinese OEMs, such as network and mobile communication devices, are no longer only seen as low-priced goods, but are now competing on the basis of their technical value. Chinese OEMs have launched aggressive M&A strategies to overcome trade barriers. These barriers have been established in Europe and North America to prevent low-priced Chinese products from hitting similar products in the country. Chinese OEMs also set up factories or direct investments in these countries to bypass trade barriers.
Although these globalization measures are costly for Chinese OEMs in the near term, they will ultimately benefit from direct investment in these countries. For some vendors, this strategy has begun to bear fruit. For example, Huawei, a wireless and data communications equipment manufacturer, had more than 60% of its revenue in 2006 from overseas markets. This may be an example that Chinese semiconductor suppliers can follow. These vendors plan to expand their business by deploying sales resources around the world.
Direct customer
Chinese OEMs are constantly asking their semiconductor suppliers to offer lower prices, sometimes around 15% per year. Large Chinese OEMs are demanding to become direct customers of distributors to save more money and continue to expand their market share. This is a wise decision because of the large number of semiconductors consumed by large OEMs.
Lenovo is the largest semiconductor manufacturer in China, with Huawei and ZTE ranked second and third respectively. However, Huawei's semiconductor consumption is growing faster than other OEMs. The table below shows iSuppli's estimate of China's OEM semiconductor consumer companies in 2005-2008.
2005-2008 China OEM's annual semiconductor consumption ranking (in millions of dollars, source: iSuppli)
Temporarily at a low tide
In 2006, Chinese OEMs focused on consumer applications such as LCD TVs and white goods suffered significant losses, and multinational OEMs took the opportunity to regain market share previously taken by these domestic manufacturers. However, iSuppli believes that these Chinese manufacturers will make a comeback after adjusting their corporate strategies to promote growth and enter the international market.
Chinese OEMs have been plagued by many financial scandals, which have exposed semiconductor suppliers to high financial risks. Affected by these financial scandals, many Chinese OEMs went bankrupt, bought out and acquired in 2006.
iSuppli believes that the worst period has passed, and by focusing on new ways to generate revenue and reduce risk, Chinese OEMs should be able to solve growth problems.
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