One after another, mobile phone companies are unable to hide their business by canceling the additional charging heads

Apple has made another start for the mobile phone industry.

After the iPhone 12 boldly announced that it would no longer come with a charger, although it had a lot of negative comments, it still attracted the Android camp to follow suit. However, Android manufacturers are worried about the same as apple, and take some more tactful ways to deal with it.

Xiaomi 11 played a comeback. First of all, it followed suit and announced that it would no longer come with a charger, which triggered a wave of abuse. When it was actually released, Xiaomi announced that it had launched two versions with and without a charger, giving users the right to choose. This method can not be described as three birds with one stone. It not only found out the user feedback in advance, but also used the emotional contrast to get a good impression, and stepped on a wave of apple.

Apple, millet, the excuses are: for environmental protection.

Meizu is also following up. Meizu's annual mobile phone shipment is only over one million, which has little impact on the environment, and the rash cancellation of the attached charger may also affect sales. Under the trade-off, Meizu 18's plan is to launch the "green Huanxin plan". Users can exchange two old chargers for a brand-new Meizu 18 charger.

In addition, it is said that Samsung will follow suit in the future, but the specific plan is still unknown.

The reason for "environmental protection" seems justifiable. The annual global mobile phone shipment is more than one billion, and the annual mobile phone charger shipment is much larger than this figure. The charging head and data line are one of the electronic products with the most idle rate.

In fact, environmental protection may only be one of the considerations in this decision. Behind the cancellation of the complimentary charger, what mobile phone brands dare not export is a far-reaching and profitable business book.

Without charger, apple saves billions of dollars a year

From the commercial level, the most direct purpose of mobile phone manufacturers to cancel the attached charger is to save hardware cost and logistics cost.

Take iPhone for example, today, Apple's packaging box has only one data line left with charger related accessories, worth 145 yuan. Before that, the value of Charger + data line was 290 yuan - each set of mobile phones saved 145 yuan, but the total price of the phone did not decrease.

Conservatively, Apple's mobile phone shipments of 150 million a year will help Apple save more than 20billion yuan a year by spending on chargers alone.

Besides hardware cost, we should also calculate the decrease of logistics cost and packaging cost caused by the smaller and lighter mobile phone packaging box.

It's not that exaggerated on Android. The standard version of Xiaomi and Meizu mobile phone charger is less than 100 yuan. Although it is not so expensive for apple, the current policy has not been cut. However, with the cumulative expansion of the follow-up mobile phone delivery volume, the comprehensive cost saved by this small charger can not be underestimated.

The charging head is a good hardware

Saving money is just a small thing. Mobile phone companies no longer provide charger behind the more in-depth consideration, in order to start the charger Jiangshan.

First of all, why mobile phone manufacturers choose to explore charger, which has been a long-term and not too lively and sexy category before 5g is popular?

With the addition of 5g hardware and the enhancement of various functions such as screen / camera, the power consumption of mobile phones is gradually increasing. The contradiction is that the battery capacity and the cell phone thickness / weight are a natural contradiction. Therefore, developing a higher power charger, or improving the charging experience by wireless charging, is two ways to eliminate the user's electric anxiety.

Under the guidance of this direction, Android and apple have different layout strategies on the charger hardware.

Android manufacturers are faster in high-power cable charging. According to the rough statistics of 36 krypton, millet and ov have launched 65w/120w fast charging head, which is generally about 100-150 yuan, which is much more expensive than the low-power charging head with the original RMB 230 yuan.

In addition, Android manufacturers also have a different layout of charger products for different scenarios and sizes.

On this side of Xiaomi, there are vertical / flat type wireless charger, wireless charging board which can accommodate multiple electronic products at the same time, charger based on vehicle scene, and accessories of charger charging treasure in one;

Oppo has taken into account the size of the charger, and recently introduced a biscuit charger that can be plugged in the pocket, and the power has also been increased to 50W and 110W.

Apple is more interested in wireless charging. The MagSafe magnetic charger, the magnetic suction card cover for decoration and the two-term charger which can charge multiple electronic devices at the same time are expanded. The price of these new categories is not cheap. The price of the two-item charger alone is about 1050 yuan, almost equal to the price of a low-end Android.

Cook spent a lot of time introducing mageleaf products at the previous Apple conference. But after the product was introduced, it was not a hot product because of its low charging efficiency and degaussing problem. There is still a great room for improvement.

Another question worth discussing is how much can the seemingly arbitrary decision of "cancel the accessory charger" stimulate the sales of charger category?

Since Android manufacturers have not dared to refuse to offer chargers completely, the change in charger sales in this camp is of little significance at this stage.

More importantly, apple. Since the end of last year, the iPhone 12 has ushered in the spring for third-party rechargeable head products in Apple's ecology.

According to a person in charge of the charging head network, Anker, green link, Pinsheng, Beisi, Zimi, mcdo and other brands sold more than ten thousand yuan in the early November of last year. Among them, the monthly sales volume of 20W PD fast charging charger in Anker tmall flagship store even increased from thousands of original to more than 110000, which has doubled by dozens; Green link's 20W PD fast charging monthly sales also exceeded 100000.

The person who said the above told 36 krypton, the gross margin of such fast charging head is not low, generally about 20-30%. Apple's decision, it can be said, is supporting a large ticket charger manufacturer.

It can be predicted that with the development of users' fast charging habits and the improvement of the demand for charging experience, there is still a lot of space for the charger category to be expanded.

A case for reference is that before that, the major mobile phone manufacturers have slashed off the 3.5mm headphone hole on the mobile phone, forcing users to use wireless headphones. After several years of user training, the volume of TWS real wireless headset shipments has really increased greatly.

Today's TWS headset, may not be tomorrow's fast head.

Selling authorization, long-term plan

Selling hardware is not the most profitable yet, and the quickcharge agreement / authorization is, and the latter has a lower marginal cost.

The biggest problem of fast charging head is the agreement barrier, that is, there is a strict one-to-one correspondence between the quick charging head and mobile phone, which can not be mixed with other brand products. For example, you can't charge Xiaomi's mobile phone with Apple's MagSafe, or you can't use the fast charging head of oppo 65W to recharge Huawei mate40 quickly.

Currently, oppo and Huawei have authorized exclusive express charging agreement to third-party brands. Not long ago, oppo announced the "flash filling ecological Partnership Program", which includes FAW Volkswagen, NXP semiconductor, Anker, etc.

At present, the price of the fast charging agreement is classified. An Anker insider told 36 krypton that "the fast charging protocol is the core of the charging head, and the article on this will be the future play".

So is Apple's operation. In October, Apple launched a special MFM (made for MagSafe). From Apple's point of view, the role of this certification system is to control the price of third-party products and realize patents.

It is easy to understand that if a third-party accessory manufacturer wants to make a MagSafe, it must pay for the MFM certification of apple, otherwise the products will not be used by iPhone. Usually, the cost of parts manufacturers completing Apple's certification is sometimes no lower than the cost of hardware itself.

Take Apple data line as an example, an apple data line that has passed MFI certification (made for iPhone, similar to MFE) has a total cost of about 25 yuan. In order to complete the certification, the data line manufacturer needs to buy a special chip from apple, and the cost price has reached about $3 (equivalent to 19.5 yuan), and a low certification fee is also paid.

At present, because of the high cost of certification, the cracked version of MEM has been launched on the market. Still, Apple's MagSafe module is generally sold at more than ten times the price of an MFM certification, according to an industry source.

In summary, Apple has cut off the attached charger, which will save hundreds of billion yuan of various costs every year. Furthermore, it will further promote the sales of their own wireless charging products and the prosperity of third-party fast charging manufacturers. And the increase in hardware shipments from third-party fast charging manufacturers will also stimulate the increase in the number of Apple licensing certification - and under Apple's certification rules, apple is the one behind the winning side.

It's not hard to understand that even with the risk of being scolded, Android and apple mobile phone camps should resolutely take off this small charger.