Smartphone ODM Archives

Global ODMs/IDHs’ Smartphone Shipments Fall 5% YoY as OEMs Cut Orders

Global ODM/IDH smartphone shipments fell 5% YoY in 2022 due to economic pressures and weaker demand from China and Europe.
The share of outsourced designed shipments continued to increase in 2022 compared to that in 2021.
Longcheer, Huaqin, and Wingtech retained their dominance in the global ODM/IDH smartphone market, accounting for 76% share in 2022, compared with 70% in 2021.

Beijing, New Delhi, Hong Kong, Taipei, Seoul, San Diego, Buenos Aires, London – March, 2023

Smartphone shipments from Original Design Manufacturers/Independent Design Houses (ODMs/IDHs) declined 5% YoY in 2022, according to Counterpoint Research’s latest Global Smartphone ODM Tracker and Report.

Senior Research Analyst Shenghao Bai said, “The YoY decline in ODM/IDH companies’ shipments in 2022 was driven by weak performance from OPPO Group, Transsion Group, Lenovo Group and HONOR. These smartphone OEMs were hurt by economic headwinds during the year and the negative effects were passed directly to their ODM partners.”

Bai added, “However, the contribution of ODMs toward smartphone shipments has been increasing. For instance, the proportion of ODM shipments in vivo rose rapidly in 2022 after the brand kicked off its cooperation with Huaqin and Longcheer.”

Longcheer, Huaqin and Wingtech continued to dominate the competitive landscape of the global smartphone ODM/IDH industry in 2022. The companies, also known as the ‘Big Three’, accounted for 76% of the global ODM/IDH smartphone market in 2022 compared with 70% in 2021.

Global Smartphone ODM/IDH Vendors Shipment Share, 2022

Source: Counterpoint Research’s Global Smartphone ODM/IDH Tracker, 2022

Commenting on the performance of the leading ODMs, Senior Research Analyst Ivan Lam said, “Longcheer’s shipments surged in 2022 due to strong orders from Xiaomi and Samsung, helping the company rank first in terms of shipment share. Meanwhile, Huaqin managed to remain one of the leaders among ODMs due to its diversified client portfolio and an increase in orders from vivo, the top smartphone OEM in China. In contrast, Wingtech saw only a modest YoY increase in shipments, as it continues to view smartphone ODMs as only one component of its overall ODM business.”

Lam further added, “In Tier 2, Tinno’s shipments continued to grow steadlity after the spin-off of the WIKO brand, due to successful marketing with major carriers in the US, Japan and Africa. Its partnerships with Lenovo and Transsion also contributed to an increase in shipments. MobiWire experienced a significant rise in shipments after winning Transsion’s projects. Additionally, its recent collaboration with TCL is expected to serve as an alternative revenue source as TCL shifts its focus to the below $300 segment.”

“The leading ODM players are actively expanding their ODM and EMS services to other smart device categories, with Huaqin ranking first in shipments in broader smart devices categories. To enrich their portfolios, ODMs are actively exploring sectors such as components, semiconductors, automotive and XR products. They are trying to put more helmsmen in place to ensure their company sails more steadily in the face of global headwinds,” Lam said.

China’s manufacturing sector has been recovering after COVID-19 restrictions in the country were lifted. China’s capacity is expected to return to normal by 2023. Meanwhile, the global electronic industry’s manufacturing diversification continues to grow.
Commenting on these trends, Bai said, “Smartphone OEMs are investing heavily in India. Meanwhile, EMS companies are expanding their assembly lines to India, Southeast Asia, LATAM and other regions. India’s local manufacturing will be able to fulfill the domestic demand and will also be sufficient for exports.”

Counterpoint Research’s market-leading Global Smartphone ODM Tracker and Report is available for subscribing clients.

Feel free to contact us at press@counterpointresearch.com for questions regarding our in-depth research and insights.

You can also visit our Data Section (updated quarterly) to view the smartphone market share for World, USA, China and India.

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Analyst Contacts

Ivan Lam

ivan.lam@counterpointresearch.com

Shenghao Bai

shenghao.bai@counterpointresearch.com

Alicia Gong

alicia.gong@counterpointresearch.com

Counterpoint Research

press@counterpointresearch.com

Smartphone ODM/IDH Companies’ H1 2022 Shipments Declined 3% YoY Due to Economic Headwind

San Diego, Buenos Aires, London, New Delhi, Hong Kong, Beijing, Taipei, Seoul

September 2022

Smartphone shipments from ODM/IDH (Original Design Manufacture/ Independent Design House) companies declined 3% YoY in H1 2022, according to Counterpoint Research’s Global Smartphone ODM Tracker and Report, H1 2022. In contrast, global smartphone shipments fell even more sharply in H1 2022 due to the economic headwind, dropping 8% YoY. While the share of smartphone shipments from outsourced designs (from ODM/IDH companies) increased to 39% in H2 2022, up from 37% in H1 2021.

Global Smartphone Design Operation Status, H1 2022

Source: Counterpoint Research’s Global Smartphone ODM/IDH Tracker, H1 2022

Senior Research Analyst Ivan Lam said, “Downtrend in ODM/IDH companies’ shipments was driven by weak performance from OPPO, and Samsung, while the increased orders from vivo, TRANSSION and HONOR contributed offset to the decrease.”

Senior Research Analyst Shenghao Bai added, “The impact of inflation, rising food and energy prices in some regions is obvious, and personal consumption has weakened, consumers will tend to choose affordable products. OEMs are also struggling with cost pressure, it is possible to allocate more mid-to-low-end products to ODMs in the future. For example, ODM shipments’ proportion in vivo rose to 20% in H1 2022, after its first ODM-made device in H2 2021.”

Looking at the competitive landscape of the global smartphone ODM/IDH, Huaqin, Longcheer and Wingtech continued to dominate the market. The ‘Big 3’ now account for 75% of global ODM/IDH smartphone market, increasing from 70% in H1 2021.

Ranking, Growth of Global Smartphone ODM/IDH Vendors

Source: Counterpoint Research’s Global Smartphone ODM/IDH Tracker, H1 2022

Commenting on the leading ODMs’ performance, Ivan said, “Affected by the performance of Xiaomi and other companies, Huaqin’s shipments declined in H1 2022 but still accounted for the largest share among ODMs. At the same time, as of the launch of this research, Huaqin is vivo’s exclusive supplier, and with the other core customers recovering in the second half of the year, it is expected to see a good increase in shipments in H2 2022. Thanks to the breakthrough of cooperating with Samsung, Longcheer’s shipments increased sharply. Wingtech’s shipments slightly dropped YoY after it shifted its focus to the semiconductor and optical module sectors. In Tier 2, Tinno’s shipments rose driven by expansion through tie-ups with more OEMs. MobiWire saw a sharp increase after bagging Transsion’s projects.”

The diversification of manufacturing in the global electronics industry has continued. While smartphone OEMs are aggressively investing in India, EMS companies such as Foxconn, Pegatron, Compal and Wistron are expanding assembly lines to India, North America and Southeast Asia.

Commenting on these trends, Ivan said, “As OEMs that lean towards in-house manufacturing, such as OPPO and vivo, may shift production to their own facilities in India and Indonesia to satisfy local requirements. Following the EMSs, ODMs are also expanding their factories into India and Southeast Asia to better support the sales of key accounts and comply with policy barriers and mitigation of tariffs. We expect the expansion to regions outside of China to accelerate after COVID-19. However, one should be wary of limiting factors such as sub-optimal supply chain ecosystem and local policy risks.”

Counterpoint Research’s market-leading Global Smartphone ODM Tracker and Report service is available for subscribing clients.

Feel free to contact us at press@counterpointresearch.com for questions regarding our in-depth research and insights, or for press enquiries.

You can also visit our Data Section (updated quarterly) to view the smartphone market share for World, USA, China and India.

Analyst Contact

Ivan Lam
ivan.lam@counterpointresearch.com

Shenghao Bai
shenghao.bai@counterpointresearch.com

Counterpoint Research
press@counterpointresearch.com

Smartphone ODMs Achieve 7.2% YoY Growth in H1 2021, Show Resilience to COVID-19, Component Shortages

Hong Kong, San Diego, Buenos Aires, London, New Delhi, Beijing, Taipei, Seoul – September 8, 2021

Smartphone shipments from ODM/IDH (Original Design Manufacturer/Independent Design House) companies grew 7.2% YoY in H1 2021, according to the latest report from Counterpoint Research’s ODM/IDH Tracker. This comes as the global smartphone market rebounded 19% YoY in H1 2021. Smartphones with outsourced designs (from ODM/IDH companies) declined to account for a 36% share of the H1 2021 global smartphone shipments, down from 40% in H1 2020.

Source: Counterpoint’s Global Smartphone ODM/IDH Tracker, H1 2021

Senior Research Analyst Ivan Lam said: “Although the COVID-19 pandemic continued to materially impact the global smartphone market, ODMs managed to achieve decent growth. The growth of the ODM market was primarily driven by increasing orders from key clients like Samsung, OPPO Group, Xiaomi and Lenovo/Motorola. H1 2021 outperformer Xiaomi’s orders to ODM/IDH companies increased by more than 40% YoY. Xiaomi is now the largest client in the global smartphone ODM market.”

On component shortages and cost increases, Lam said: “We found that the impact of these issues was much higher on ODMs than on the in-house production of OEMs. This is due to the business model and mechanism of ODMs, under which ODMs produce only after receiving orders. Although ODMs have the FOPDI (Forecast, Order, Production, Delivery, Inventory) workflow with OEMs, ODMs tend to reserve lower component inventory than market forecasts, due to volatile market dynamics and cash flow management. As such, several OEMs suffered unexpected sales declines, while the lack of bargaining power undermined their ability to increase prices.”

Commenting on the different growth paths of global smartphone shipments and ODM/IDH shipments, Senior Research Analyst Yang Wang said: “ODM/IDH companies tend to produce mid- to low-priced smartphones. However, in the past year, OEMs paid more attention and channeled more resources towards more premium products. These products were mainly produced in-house and by EMSs. As a result, while the absolute shipment numbers from ODMs/IDHs increased, in-house and EMS shipments increased even more.” Counterpoint figures show smartphones priced at less than $200 dropped to a share of 47%, down from 54% a year ago.

Source: Counterpoint’s Smartphone Market Pulse Service, H1 2021

Looking at the competitive landscape of the global smartphone ODM/IDH market, Huaqin, Longcheer and Wingtech continued to dominate the market. The ‘Big 3’ now account for 76% of the global ODM/IDH smartphone shipments, up from 69% a year ago.

The component shortage and cost increase issues have put further pressure on the ODM industry. The Tier II and lower ODMs have been struggling to secure consistent supply from upstream partners, and the lack of bargaining power means they struggle to keep supply costs down. On the other hand, leading OEMs have the power to influence upstream component vendors, both in supply and price.

Source: Counterpoint’s Global Smartphone ODM/IDH Tracker, H1 2021

Commenting on the ODM dynamics, Lam said: “Huaqin continues to retain the number one spot among ODMs. Longcheer saw a significant increase thanks to Xiaomi’s outstanding performance. Tinno also performed well, due to increasing orders from Lenovo/Motorola, which saw success in LATAM. Going forward, we expect continued momentum of OEMs deepening partnerships with ODMs/IDHs and EMSs in H2 2021 and beyond.”

The latest “Global Smartphone ODM Report – H1 2021” is available here.

Counterpoint Research’s market-leading Market Pulse service for mobile handsets is available for subscribing clients.

Feel free to contact us at press(at)counterpointresearch.com for questions regarding our in-depth research and insights, or for press enquiries.

You can also visit our Data Section (updated quarterly) to view the smartphone market share for World, USA, China and India.

Background:

Analyst Contacts:

Ivan Lam

Yang Wang

Counterpoint Research
press(at)counterpointresearch.com

Budget 5G Smartphones are the New Battlegrounds for OEMs

T-Mobile Drives US 5G Competition in $100-$250 Price Band

T-Mobile is pushing the envelope when it comes to budget 5G smartphones ($100-$250 band) in the US. While both AT&T and Verizon are focused on upgrading their base with the latest premium 5G offerings, T-Mobile has moved in with its “5G for All” campaign and a promise to give free 5G smartphones to those looking to upgrade. Initially starting out with the Samsung A32 5G, T-Mobile recently changed the offer to the new OnePlus N200 5G, a $216 device. This was the first sub-$250 5G smartphone available on a carrier network.

More recently, T-Mobile announced another sub-$250 5G device in the form of the REVVL V+ 5G. The device, which will sell for $199.99 on both Metro and T-Mobile, is the fifth iteration of the REVVL smartphone line-up. Previously, REVVL phones have been manufactured by TCL and Motorola, but this time Wingtech will make the newest device for T-Mobile. Overall, when you look at 5G smartphones for under $300, the carrier now has five devices available at full retail, compared to only one each at AT&T (Samsung A32 5G) and Verizon (Motorola One 5G UW Ace).

Table 1: T-Mobile Sub-$300 5G Smartphones

Budget 5G smartphones present a huge opportunity for OEMs

In 2020, budget smartphone sales made up around 20% of total sales. More importantly, it is not a price band that is solely dominated by Apple and Samsung, like in the premium $600 and above segments. Instead, OEMs such as Motorola, TCL/Alcatel and about-to-be-shut LG compete against Samsung for market share in this band. LG is leaving a sizeable market share up for grabs, and this is where a big opportunity lies for OEMs to gain both market share and mind share, especially related to 5G and its capabilities.

5G smartphones are becoming cheaper thanks to Qualcomm’s Snapdragon 480 5G and MediaTek’s Dimensity 700 5G SoCs. Both prepaid and postpaid service providers are eager to have more 5G smartphones in their portfolios, especially since they want customers to upgrade their plans to 5G. With more devices launching in H2 2021, we expect to see increased competition for 5G budget smartphone market share.

Smartphone ODMs See 12% YoY Growth in 1H 2020 Under Severe Market Headwinds

San Diego, Buenos Aires, London, New Delhi, Hong Kong, Beijing, Taiwan, Seoul

28 August 2020

Smartphone shipments from ODM/IDH (Original Design Manufacturer/Independent Design House) companies grew 12% YoY in 1H 2020 against the declining trend in the overall smartphone market (-18% YoY), according to the latest research from Counterpoint’s ODM/IDH tracker. As a result, smartphones with outsourced designs (from ODM/IDH companies) rose to account for 36% share of the total global smartphone shipments, up from 27% in 2019.

Exhibit 1: Global smartphone design operation status in 1H 2020

Source: Counterpoint Global Smartphone ODM/IDH Tracker, 1H 2020

Research Analyst Flora Tang said: “Although the COVID-19 pandemic materially impacted the global smartphone market, ODMs managed to achieve robust growth beyond our expectations. Growth of the ODM market was primarily driven by increasing orders from key clients Samsung, OPPO/realme and LG. Samsung and OPPO group initiated the cooperation with ODMs in 2H 2018. Having benefitted from the tie-up in terms of product development costs and efficiency, these two companies have been expanding this cooperation with ODMs. Today, they have become the largest clients in the global smartphone ODM market.”

Commenting on the impact of COVID-19 on the smartphone ODM business, Flora said: “We find the impact much less severe than the overall smartphone market, as most orders outsourced to ODMs were devices in the sub-$150 price band. In 1H 2020, share of the sub-$150 smartphones grew by three percent points to account for 45% of the global smartphone sales, as consumers tended to constrain their spending under a gloomy economic outlook. Major OEMs including Samsung, OPPO/realme, LG and Motorola tightened the cooperation with ODMs to further minimize product development costs. The smartphone ODM market would have enjoyed even stronger growth momentum, if not for the COVID-19 pandemic. Parts of orders from clients’ India, Europe and LATAM markets had to be deferred to the second half due to the nationwide lockdowns in some of these regions.”

Exhibit 2: Share of global smartphone sales by price band

1H 2019 vs. 1H 2020, Wholesale price in $

Source: Counterpoint Smartphone Market Pulse Service, 1H 2020

Looking at the competitive landscape of the smartphone ODM/IDH market, Research Analyst Mengmeng Zhang said: “Market share of the top 3 ODMs – Wingtech, Huaqin and Longcheer – grew to 76% in 1H 2020, compared to 62% in 2018 and 68% in 2019. In 1H 2020, Huaqin smartphone shipments grew 84% YoY and reached the highest-ever market share of near 34%. Huaqin has become a key supplier for Samsung since 2H 2019 and has developed a diversified client portfolio covering top-tier companies from both China and abroad. Shipments of Huaqin outperformed Wingtech in 2020 due to its strength in manufacturing capacity and product development efficiency. Wingtech smartphone shipments grew 9% YoY in 1H 2020, thanks to an increase in orders from Samsung and OPPO/realme. Due to the limitations related to its internal resources, Wingtech had to downsize the cooperation with Xiaomi, shifting focus to projects from Samsung and OPPO. To regain its competitive strength, Wingtech endeavors to globalize its delivery system and ramp up manufacturing capacities in its new factories in India and Indonesia.”

Exhibit 3: Ranking and growth of global smartphone ODM/IDH vendors

Source: Counterpoint Smartphone Global ODM/IDH Tracker, 1H 2020

Senior Analyst Ethan Qi said: “Hit by the depressed demand from key client Xiaomi following the COVID-19 pandemic, Longcheer smartphone shipments remained flat in the first half. However, as Xiaomi’s overseas sales have recovered since June, we expect Longcheer to benefit from the pent-up demand from Xiaomi in the second half. Apart from the top players, Chino-E shipments grew by over 40% YoY, thanks to an increase in orders from Moto. Tinno Mobile enjoyed 83% YoY growth on orders from Moto, HMD and overseas telecom operators. We expect the strong growth momentum of Tinno Mobile to continue through the second half. It is likely to out-perform Chino-E by the end of 2020.”

You can also visit our Data Section (updated quarterly) to view smartphone market share Globally and for the US, China and India.

Background:

Counterpoint Technology Market Research is a global research firm specializing in Technology products in the TMT industry. It services major technology firms and financial firms with a mix of monthly reports, customized projects and detailed analysis of the mobile and technology markets. Its key analysts are experts in the industry with an average tenure of 13 years in the high-tech industry.

Analyst Contact:

Flora Tang

Counterpoint Research
press(at)counterpointresearch.com

Will Growth of Smartphone ODMs Stagnate Under the COVID-19 Crisis?

According to the latest research from Counterpoint’s ODM/IDH/EMS tracker, shipments from ODM/IDH companies grew by 4% y/y (year-on-year) in 2019 against the declining trend in the overall smartphone market (-2% y/y). We had anticipated the positive YoY growth to continue in 2020.

However, the COVID-19 pandemic has been rapidly spreading across the globe since March, bringing a variety of uncertainties to ODMs’ business outlook. Following the restriction of commerce activities beyond China to the U.S., India, Europe, some South East Asia (SEA) and Latin America (LATAM) countries, a steep decline of the global smartphone market can be expected. Will OEMs cut orders to ODMs under the dismal market circumstance? Will ODMs fall from the positive path to a downward curve in 2020? Here is our analysis.

When the pandemic broke out in China during Q1, the impact on smartphone ODMs appeared less severe than their Chinese OEM clients, as most orders outsourced to ODMs were devices developed for overseas markets. Some overseas OEMs even increased orders to ODMs, under the fear of potential supply shortages in case China failed to efficiently control the virus.
As the pandemic spread outside China, ODMs started to worry and re-evaluate their business forecast for the year.
According to Counterpoint’s Market Pulse – Monthly Smartphone Sales Tracking Service, global smartphone sales, as well as sales in most of the regional markets, have evidently dropped in March (See Exhibit 1).

Exhibit 1: Counterpoint Research-Global Smartphone Market Changes

Source: Counterpoint Market Pulse Service Mar 2020

While the decline in the U.S., Western Europe and LATAM appeared more severe than other regions during March, we expect India, the 2nd largest smartphone market, to experience plummeting sales in April under the strict lockdown throughout the country. Sales in China have recovered sequentially since March, but still struggled to grow to the level from the same period last year.

Impacts of the COVID-19 crisis on smartphone ODMs vary depending on their client’s portfolio and the end markets of their clients’ businesses.

For the full report about impact of COVID-19 on smartphone ODMs, please simply register on our Research Portal here, and download the full report for free at this link.

For the detailed analysis on ODMs’ clients portfolio, as well as major OEMs’ design and manufacturing out-sourcing strategy, please CLICK here for access to the full report “ Global Smartphone ODM/EMS Report 2019-2020”.

Wingtech, Huaqin and Longcheer Continued to Dominate the World’s Smartphone ODM/IDH Landscape in 2019

Samsung, OPPO, Realme & Xiaomi Drove the Uptick in Global Smartphone Design & Manufacturing outsource Market in 2019

Hong Kong, Beijing, Taipei, Seoul, Mumbai, London, San Diego, Buenos Aires

20^th March 2020

Shipments from ODM (Original Design Manufacturer)/IDH (Independent Design Houses) companies grew by 4% annually in 2019 against the declining trend in the overall smartphone market (-2% y/y), according to the latest research from Counterpoint’s ODM/IDH/EMS tracker. This was a result of various key smartphone brands continuing to outsource the design and design+manufacturing of their smartphone models to the external IDH and ODM communities during the year.

Exhibit 1: Global Smartphone Design Landscape in CY2019

Source: Counterpoint Global Smartphone ODM/IDH/EMS Tracker 2019

Commenting on the latest findings, Flora Tang, Research Analyst at Counterpoint Research, said, “In terms of design outsourcing, orders to smartphone ODMs (for design + assembly) grew by 18% annually while orders to IDH (for design only) dropped by 8% annually. The trend of clients opting towards ODM’s turnkey solution was more apparent in 2019. ODM growth was mainly driven by rising orders from Samsung, OPPO + Realme, Xiaomi and LG. However, Huawei Group cut orders to ODMs, shifting its strategy towards an ‘in-house design, out-sourced manufacturing’ business model.”

Ms. Tang continued, “Looking at the competitive landscape of the smartphone ODM/IDH market, Wingtech, Huaqin, and Longcheer continued to dominate the combined global smartphone ODM & IDH segments. The segment is getting increasingly consolidated with the top three players accounting for 68% share in 2019, compared to 52% two years ago.”

Exhibit 2: Global Smartphone ODM and IDH Markets Vendors Shipments Share

Source: Counterpoint Global Smartphone ODM/IDH/EMS Tracker 2019

Commenting on the performance and market dynamics, Senior Analyst, Ethan Qi said, “In 2019, Wingtech topped the smartphone ODM rankings, surpassing Huaqin for the first time globally, thanks to increasing orders and design wins from Samsung and others. However, Longcheer surpassed Wingtech in the smartphone IDH segment as Xiaomi moved part of its IDH business away from Wingtech. Huaqin Telecom, despite suffering orders cut from its major client Huawei, recovered with double-digit growth since 2H 2019. ODMs such as Tinno Mobile also saw a positive uptick in 2019, thanks to the rising orders from overseas OEMs and telecom operators.”

“With 2020 going to be the breakout year for 5G smartphones, uncertainty in the first half due to the COVID-19 outbreak and the smartphone market becoming more concentrated, the ODM/IDH landscape will become more fierce and competitive.” Mr. Qi added.

Finally, commenting on new sectors and opportunities, Neil Shah, Research VP at Counterpoint Research, said, “With the global smartphone market becoming saturated, we are now seeing these ODMs accelerating expansion to the IoT (Internet of Things) sector. In CY 2019, shipments of various consumer IoT devices from Huaqin and Longcheer continued to rise healthily. Smart home, tablets/PC, wearables, medical and mobility applications are the hot consumer IoT device segments which will be key focus areas for the Chinese ODMs in 2020.

Further, many of these key ODMs are looking to diversify their design and manufacturing operations beyond China into markets such as India, Vietnam or Mexico in following the demand and regional regulations from some of their key customers which are strong in these regions. Many of the key OEMs and supply chain players want to reduce their dependence on China geographically and operationally.”

The in-depth comprehensive research “ Global Smartphone ODM/IDH/EMS Report 2019-2020”, is available for subscribing clients on our Research Portal.

Analyst Contact:

Flora Tang

Counterpoint Research
press(at)counterpointresearch.com

You can also visit our Data Section (updated quarterly) to view the smartphone market share Global, the USA, China , and India.

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Insights Tag： Smartphone ODM

Global ODMs/IDHs’ Smartphone Shipments Fall 5% YoY as OEMs Cut Orders

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