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报告导航：研究报告— TMT产业—消费电子
2008-2009年中国及全球消费类电子产品外壳与结构件产业研究报告
字数:8.9万 页数:195 图表数:110
中文电子版:8000元 中文纸版:7000元 发布日期:2009-04
英文电子版:2000美元 英文纸版:1900美元
编号:ZYW001 附件:无 购买报告

　　2008年是塑胶与金属互相转换角色的一年。对塑胶业者来说，原材料所占的成本比例远低于镁铝合金业者。并且塑胶业者对高油价早有准备，做好了应对措施。因为2007年消费类电子的塑料外壳市场几乎全面下滑，塑胶行业提前做了成本削减工作，在2008年取得了显著成效。而金属外壳业者没有做好准备，还沉浸在高增长的美梦中。2008年塑胶行业全面恢复，金属行业下滑。2009年金属行业则会反弹。

笔记本电脑外壳市场

　　笔记本电脑领域，近兩年镁铝合金产值成长有点趋缓现象，主要原因在于：

  • (1)镁铝合金主要运用在商用型机种及中高阶消费型机种，而近几年商用机种和中高阶消费型机种均不太景气。
  • (2)与塑料机壳价差难以拉近。目前塑料机壳与镁铝合金机壳价差约1 倍，也是镁铝合金渗透率提升趋缓的主因。

　　不过也有也有正面因素：1，镁和铝的价格大幅度下跌，降低成本。2，上网本等新产品大多轻薄短小，为了达到足够强度，品牌厂家即便是考虑成本，也要在A面塑胶内添加镁合金片做支撑。3、UCLV超低电压平台推出，轻薄机型是主打，镁合金散热良好。4、欧美厂家中高端产品依然坚持使用镁合金外壳。

　　目前在笔记本电脑的镁铝合金运用上，以DELL 及Apple 采用的比率较高。总体上讲，镁铝合金业者在2009年不会继续下滑。塑胶业者也不会扩大市场范围，市场格局平静。

手机外壳市场

　　2008年，手机金属外壳与结构件市场规模大幅度缩水。主要原因有两个，一个是金属外壳的绝对主力摩托罗拉手机销量大幅度下滑， 从1.6亿部下降到1亿部。二是苹果的3G iphone因为考虑GPS功能，不采用金属外壳，改用塑胶外壳。不过其他手机厂家如三星，诺基亚，LG和索爱的2008年金属外壳手机出货量比2007年有所增加。

　　2009年，手机市场整体可能下滑，且中高端手机下滑会更猛烈，成本竞争更白热化。加上采用金属外壳的主要厂商摩托罗拉也不能立刻走出困局，因此金属外壳市场在2009年不占优势。

　　2010年，在解决GPS与金属外壳的不协调之后，苹果等厂商肯定会转回金属外壳。摩托罗拉也会慢慢复苏，并且同样坚持金属外壳。预计RIM也会加入金属外壳阵营。因此2010年以后的金属外壳市场会逐渐扩大。而塑胶企业门槛相对比较低，竞争激烈，价格持续下滑。

　　Perlos被光宝收购后，虽然销售额有所下滑，但是利润逐渐上升，基本上可以确定光宝收购Perlos已经成功。Perlos在被收购前的2007年1季度的运营利润率为负2.3%，2008年3季度则为6.7%。绿点被捷普收购后，大力开拓新客户，对诺基亚的出货量大幅度增加填补了摩托罗拉下滑带来的负面影响。韩国厂家诸如Intops、P&TEL、SHINYANG、CHAARMTECH、YUSUNG、JINWON、JY SLOUTEC、MOTIS和KH-VATEC受到三星和LG的强力拉动，在2008年都表现不错。大陆业者则陷入价格战中，利润表现不佳。

数码相机外壳市场

　　数码相机领域，佳能和索尼坚持大部分产品自己制造。独立的数码相机外壳与结构件厂家还相当少，基本上都是数码相机代工厂的关系企业。不过随着日元升值，以及成本压力凸现，外包的比例在2009年可望扩大。数码相机代工领域四强争霸，分别是鸿海（普立尔）、华晶科、佳能企业和亚光。鸿海有能力自己打造外壳与结构件。佳能和亚光投资了精熙，主要做塑胶外壳与结构件。华硕和佳能投资了应华，做金属外壳与结构件。应华已经做到全球第一，市场占有率超过50%。

电视外壳市场

　　电视大厂都有能力制造外壳，独立的供应商不多。在CRT电视领域中，差不多都是电视机厂家一手包办。而液晶电视则比较强调外观，某些比较新型的技术，独立的外壳供应商更擅长。大陆比较大的只有毅昌科技和黄岩陶氏。毅昌科技背靠中国改性塑料第一的厂家金发科技，资金异常雄厚。黄岩则是模具之乡，陶氏是其中最大的，不仅擅长电视机外壳模具，也在努力进入汽车模具领域。海信和康佳都有相对独立的外壳厂，海信的技术实力尤其强大。

The year of 2008 saw the exchange of roles between plastic and metal. The plastic players enjoyed a lower cost of raw materials than MgAl players due to their cost cut in advance considering the decline of plastic case market in 2007. In contrast, metal case producers still enjoined their dream of the growth from previous years but actually recorded a decline in 2008.

Laptop Case Market

The output value of MgAl alloy dropped somewhat in recent two years, which is mainly attributable to the following.

(1) MgAl alloy mainly applied in commercial laptops and medium- and high-end laptops, the sales performance of those is not considerable.

(2) The price gap to plastic case

Besides, positives are composed of that the prices of Mgnesium and Aluminum sharply dropped; the more popular products like Netbook needs the addition of MgAl alloy slices as the support to A-side plastic in order to satisfying intensity; the heat dissipation of MgAl alloy meets the demand of UCLV super-low voltage platform; Occidental vendors still prefer MgAl alloy case for their high-end products.


Mobile Phone Case Market

In 2008, mobile phone metal case and structure market shrank to a great extent. On the one hand, the sales of Motorola dropped drastically from 160 million handsets to 100 million handsets; on the other hand, 3G iphone of Apple transferred to plastic case from metal case considering the realize of GPS function. Nevertheless, the shipment of mobile phones with metal case of Samsung, Nokia, LG and SonyEricsson were all increased.

In 2009, mobile phone market tends to drop as a whole; the high-end handset will see a greater drop; and the cost competition will be more intense. Furthermore, Motorola, the main client of metal case, will not shrug off the predicament.

Till 2010, after the inconsistency of GPS with metal case gets resolved, such vendors like Apple will transfer back to metal case, and Motorola will resume as well. It is expected that RIM will also join the metal case by then. In this sense, the metal case market after 2010 will be expanding.

After its being acquired by Liteon, the profit of Perlos increased in spite of a sales drop. The operating profit margin of Perlos in 2007Q1 (before the acquisition) was negatively 2.3%, while the figure was up to 6.7% in 2008Q3. After being purchased by Jabil, Green Point endeavored to develop new clients, and sharply increased its shipment to Nokia, which has made up the decline of Motorola. Moreover, the South Korean players like the Intops, P&TEL, SHINYANG, CHAARMTECH, YUSUNG, JINWON, JYSLOUTEC, MOTIS and KH-VATEC were all achieved a considerable performance in 2008 driven by Samsung and LG. In contrast, counterparts from Mainland China were all in price war and achieved little profit. However, a bad profit for Chinese players due to the price war.

Digital Camera Case Market

Canon and Sony persist in their own production. There are only few of independent Digital cameral case and structure manufacturers. Along with the appreciation of Japanese Yen and increasing cost pressure, the outsourcing proportion will be expanding in 2009. Considering the digital camera OEM, there are four giants are Foxconn (Premier), Altek, Canon and Asia-Optical. Foxconn is capable of self-producing case and structure. Canon and Asia-Optical made invested the YORKEY, which focus on the production of plastic case and structure. Asus and Canon invested the AVY Precision Technology, which focus on the production of metal case and structure. Nowadays, AVY has ranked the first in the world with a share over 50%.

TV Case Market

Most of TV manufacturers are capable of self-producing TV cases. However, considering the LCD TV emphasizes its appearance, for some state-of-the-art technologies, the independent case suppliers are more specialized in, for example the Echom Science & Technology Co., Ltd and Taoshi Mould Group in China.

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