The demand for two-axis OIS motors for mobile phones has skyrocketed, and domestic motor manufacturers are scrambling to join the battle – yqqlm

“In the mobile phone camera market, the demand for two-axis OIS motors has exploded this year.”

In response to the current situation of the entire mobile phone camera market, a person who is deeply involved in the mobile phone camera industry made such comments. The above-mentioned people introduced to Jiwei.com that OIS is divided into high-end customized OIS and general low-end standardized OIS. The former is commonly known as three-axis OIS, and the latter is commonly known as two-axis OIS.

It further added that in 2022, the global demand for three-axis OIS motors will not grow much, and even continue to last year, but the demand for two-axis OIS motors has experienced explosive growth, and its demand is expected to double compared to last year. , or even triple.Looking into the reasons, an industry insider said that in the high-end market, due to the limited number of mobile phone orders, the shipment of three-axis OIS motors has been affected to a certain extent.The penetration of OIS motors from high-end to low-end, coupled with the reduction of the cost of OIS motors, will drive the demand for two-axis OIS motors.

It can be seen that the decline from the high-end to the low-end and the reduction in the cost of OIS motors is an important reason for the increase in the use of two-axis OIS motors. For domestic motor manufacturers, accelerated entry has become their entry into the motor market. An important move in a round of competition.

Sink from high-end to mid-low end

From the classification of voice coil motors according to their functions, voice coil motors are mainly divided into open-loop motors, bidirectional open-loop motors, closed-loop motors, optical image stabilization (OIS), and optical zoom motors (Zoom).

According to the current development trend, in order to solve the problem of blurred photos of mobile phones and improve the image stability of photos and videos, voice coil motors have gradually developed from traditional shrapnel motors and closed-loop motors to OIS optical anti-shake motors.

A few days ago, an industry insider said bluntly when communicating with Jiweiwang that last year’s flagship machine was the world of OIS, but this year, the penetration rate of OIS is more in the low-end market.

Interestingly, this phenomenon has some clues in the new phones of mobile phone brands this year.

According to the rough statistics of Jiwei.com, as of March 29, 2022, mobile phone manufacturers have released a variety of models, and OIS has not only become the standard configuration of high-end models, but has also penetrated into the thousand-yuan phone camp.

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“In 2022, the demand for high-end customized three-axis OIS will not increase much compared with last year, or even remain the same, butThere is an explosive demand for mid-to-low-end standardized dual-axis OIS motors, and its demand has doubled or even tripled compared to last year. ‘ Another industry insider said frankly.

In fact, Qiu Ti Technology has also talked to the outside world a few days ago that domestic brands will follow up OIS in an all-round way this year. However, it is rumored that Samsung is the main force of OIS. According to SamMobile, Samsung plans to include OIS optical image stabilization as standard on its Galaxy A-series lineup in 2022.

Qiu Ti Technology also mentioned that in the Samsung A series, the A7 and A5 used to be equipped with OIS, but starting this year, the A2 and A3 mid-to-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 will account for 58% of Samsung’s smartphone sales. If the Samsung A series comes standard with OIS as reported, then if calculated based on Samsung’s 271 million shipments, the Samsung A series will drive 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 opinion. He believes that it is mainly due to three factors. First, for consumers to experience better smartphone products; second, cameras are still important for 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 while the penetration rate of OIS motors on mobile phones will increase significantly in 2022, it also means that a new round of motor warfare has risen to a new level.

Who is reaping the dual shaft OIS motor market?

It is understood that the anti-shake technology uses a special mechanical movement correction structure design scheme, coupled with a closed-loop feedback system, when the camera module shakes, using the feedback signal sent by the gyroscope in the mobile phone, the anti-shake motor can quickly track and pass Mechanical Motion Correction compensates for lens shift angles and displacements, resulting in clear images and fast, accurate anti-shake effects.

When OIS motors are rapidly penetrating into the low-end market, domestic motor manufacturers 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, domestic motor manufacturers have a big technical bottleneck, because technical patents are also mainly in the hands of overseas motor manufacturers.

According to the disclosed information, Sanmei Electric is the main supplier of Apple’s OIS optical anti-shake camera motor. In terms of OIS motors, TDK and Magnetoelectronics mass-produced OIS optical anti-shake motors in 2012 and 2013 respectively, while domestic motors Manufacturers’ OIS market share is quite limited, and technology patents are relatively weak.

“However, as of now, domestic motor manufacturers such as Zhonglan, Haoze, New Thinking, and Bilu have all mass-produced OIS motor products,” an industry insider said bluntly when communicating with Jiwei.com, “Although it is said that in terms of OIS, domestic Motor factories have made some breakthroughs in technology patents, but the biggest problem at present is that the customer base that is willing to accept them is small.”

In fact it is. According to the author’s knowledge from the prospectus released by Haoze in 2022, the revenue of Haoze’s optical anti-shake products in the first half of 2021 is 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 mass production, and the terminal demand has not yet increased. The small shipments lead to high fixed costs, which in turn leads to negative gross profit.

It can be seen that the low market share of domestic motor manufacturers in OIS has become an indisputable fact. Then, when the market share of dual-axis OIS in mobile phones increases, who is reaping this market?

The above-mentioned senior person bluntly said that it is not yet obvious, 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 Electro-Mechanics and TDK are the motor manufacturers with the largest market share in the global dual-axis OIS motor market.

In the domestic market, China Blue and New Thinking have become important reapers.

For the OIS motor market, some industry insiders predict that in the next three years, the demand for OIS for domestic mobile phone terminals may double every year. The continuous “superiority” of OIS means that it is difficult for motor manufacturers without OIS technology to enter the next motor market competition, and domestic motor manufacturers may create a new market structure.