與阿爾卑斯、三美等海外強手掰腕高端，新思考以連續主供小米、華為兩大廠牌旗艦手機的戰績脫穎而出，成為國產馬達的攻堅代表。

3月30日，華為P60和P60 Pro首銷大賣，當日銷售額位居三大平台榜首。潮電智庫拆解新機發現，華為P60 Pro後置黑夜長焦4800像素攝像頭馬達主要供應商為新思考。

據悉，這是新思考首次打入華為高端P系列供應鏈。早在去年年底，小米與新思考合作，在小米13系列旗艦機型攝像頭上行業首發了內對焦OIS馬達新技術。

潮電智庫認為，產品供應被小米和華為兩大頭部生態巨頭檢驗、肯定並納入，其實也是新思考從「站立」到「站穩」高端的進階之路。

從事馬達行業十多年的資深專家堂哥表示，「新思考能夠成功獲得連續性的突破，主要有兩大要素：一是手機行業競爭激烈，品牌端為了追求降本增效，供應鏈國產替代已是大勢；二是新思考本身的技術產品硬實力過關，能夠達到大廠嚴格的質量和應用標準。」

十年之戰

追溯中國VCM馬達發展歷史，2013年是個值得銘記的時間點。

彼時，市場完全被日韓企業壟斷。直到「中華酷聯」帶動智慧型手機的興起，2013年國產VCM馬達廠商如雨後春筍般湧出。2016年，數量達到峰值73家。

2018年，在AF開環馬達市場，一直處於高位的日韓廠商因為價格及利潤原因，選擇放棄國內終端廠商的訂單，中國馬達力量抓住機遇大面積承接市場份額，得到茁壯成長。

同樣在這一年，以華為和小米為代表，中國手機品牌揚名全球。

新思考、中藍、皓澤、比路等國產馬達借勢而起，全面進入華為、小米、OPPO和vivo等中國主流手機品牌供應鏈，並在中低端產品線快速替代TDK、ALPS、MITSUMI等海外廠家。

但長期缺位高端市場，一直是國產馬達的心頭之憾。直到最近兩年，新思考憑藉技術創新與產品力接連撬開小米、華為等高端旗艦機型供應大門，成為國產馬達的一面旗幟。

作為全球AF-VCM的鼻祖，新思考擁有授權發明專利、實用新型專利、外觀設計專利合計超過700項，數量為行業之最，是歐菲、丘鈦、舜宇、立景、合力泰、同興達等模組廠的馬達主力供應商，也是華為、小米、Vivo、OPPO、聯想、LG、華勤、聞泰、龍旗等終端的主力供應商。

十年之力勇往直前，國產馬達終於處於行業的最頂端。

「大家在手機供應鏈板塊找到了自己的位置並擺好了陣型，以後就是硬實力的比拼。」國內某一線馬達廠商高管付S說，在高端市場的起點國內外玩家其實差不多，真正的競爭才剛剛開始。

國產之優

根據潮電智庫1月中旬發布的「2022年全球馬達出貨量排行榜」顯示，新思考出貨量名列前茅，市占率接近12%，與排名榜首的阿爾卑斯相差不到5個百分點。

「不久之後，榜首位置一定屬於國產廠商。」雖然去年智慧型手機行業為近十年來最差，並且市場還在持續下行，但在堂哥看來，這倒是手機攝像頭馬達加速國產替代的最佳時機。

嚴重內卷下產品配置卻在不斷提升，成本控制是整個手機產業鏈都面臨的核心難題。堂哥表示，相比阿爾卑斯、三美、三星電機、TDK等海外廠商，以新思考為代表的國產馬達除了明顯的成本優勢，在本地服務與交付能力的競爭中也全面勝出。

雖然身為友商，但付S還是客觀認為，新思考成功打入小米和華為高端旗艦機供應鏈體系將縱橫受惠。「一方面，按行業慣例，兩家大廠可能會放開更多的機型與訂單資源給核心供應商；另一方面，以此為有力背書，新思考可能承接到來自榮耀、OPPO和vivo等一線安卓陣營更多的高端項目。」

根據潮電智庫分析，未來三年，全球智慧型手機銷量會在11億部左右徘徊。「華米Ov榮」等國產手機品牌會在影像升級、摺疊屏等新形態方面持續衝擊高端，這將留給國產馬達足夠的替代空間。

此外，從手機攝像頭發展路線分析，超快對焦速度、超小型體積、低功耗、穩定性將是明朗趨勢，因此核心結構件VCM馬達在產品與市場端的比拼存有更多可能性。

潮電智庫「2023年全球馬達出貨量排行榜」，也許會重新編寫。

New-shicoh as Xiaomi and Huawei's supplier, domestic motor become high-end brand

Competing with overseas giants such as Hapticand Sammi for high-end products, New-shicoh stands out with its continuous record of supplying flagship phones from two major brands, Xiaomi and Huawei.

On March 30th, Huawei's P60 and P60 Pro sold well for the first time, ranking first among the three major platforms in terms of sales on that day. Chaodian Think Tank has disassembled a new camera and found that Huawei's P60 Pro rear dark night telephoto 4800 pixel camera motor is mainly supplied by New Thinking.

It is reported that this is the first time that New-shicoh has entered Huawei's high-end P-series supply chain. As early as the end of last year, Xiaomi cooperated with New-shicoh to launch the new technology of internal focusing OIS motor on the flagship camera of Xiaomi 13 series.

Electrend believes that the product supply has been tested, affirmed, and included by the two leading ecological giants, Xiaomi and Huawei, which is actually a new way of thinking from "standing" to "stable" high-end.

"Cousin, a senior expert who has been engaged in the motor industry for more than ten years, said, 'New-shicoh can successfully achieve a continuous breakthrough, mainly due to two major factors: first, the mobile phone industry is highly competitive, and the brand end is seeking to reduce costs and increase efficiency, and domestic substitution in the supply chain has become a trend; second, New-shicoh's own technical products have passed the standard of hard power, and can meet the strict quality and application standards of large factories.'"

Ten Years Wards

Tracing the development history of VCM motors in China, 2013 is a time point worth remembering.

At that time, the market was completely monopolized by Japanese and Korean enterprises. Until the rise of smart phones driven by ZTE, Huawei, coolpad and lenovo, domestic VCM motor manufacturers mushroomed in 2013. In 2016, the number reached a peak of 73.

In 2018, in the AF open loop motor market, Japanese and Korean manufacturers, which have been at a high level, chose to abandon orders from domestic end manufacturers due to price and profit reasons. Chinese motor forces seized the opportunity to take market share in a large area and thrive.

Also in this year, Chinese mobile phone brands, represented by Huawei and Xiaomi, became famous worldwide.

Domestic motors such as New-shicoh, ZET, Hozel, and Billu have taken advantage of this opportunity to fully enter the supply chain of mainstream Chinese mobile phone brands such as Huawei, Xiaomi, OPPO, and Vivo, and quickly replace overseas manufacturers such as TDK, ALPES, and SAMMI in mid to low end product lines.

However, the long-term absence of high-end market has always been a regret for domestic motors. Until the last two years, New-shicoh, relying on technological innovation and product strength, has successively opened the door to the supply of high-end flagship models such as Xiaomi and Huawei, becoming a flag of domestic motors.

As the originator of the global AF-VCM, New-shicoh has a total of over 700 authorized invention patents, utility model patents, and design patents, with the largest number in the industry. It is a major motor supplier for module manufacturers such as Ofilm, qtech, Sunny Optical, luxvisions, Holitech, and Tongxingda, as well as a major supplier for terminals such as Huawei, Xiaomi, Vivo, OPPO, Lenovo, LG, Huaqin, Wingtec, and Longcheer.

After ten years of effort, domestic motors have finally reached the top of the industry.

"Everyone has found their own position in the mobile phone supply chain sector and set up their own formation, and then there will be a competition of hard power." Fu S, a senior executive of a domestic first-tier motor manufacturer, said that the starting point in the high-end market is actually similar between domestic and foreign players, and the real competition has only just begun.

Domestic excellence

According to the "2022 Global Motor Shipment Ranking List" released by the Chaodian Think Tank in mid January, New Thinking ranks among the top in terms of shipment volume, with a market share of nearly 12%, less than 5 percentage points from the top ranked Alps.

"In the near future, the top spot will definitely belong to domestic manufacturers." Although last year's smartphone industry was the worst in nearly a decade, and the market continues to decline, in my opinion, this is the best time to accelerate domestic replacement of mobile phone camera motors.

The product configuration has been continuously improved due to severe internal interference, and cost control is a core challenge facing the entire mobile phone industry chain. Cousin said that compared to overseas manufacturers such as Alps, Sanmei, Samsung Electric, and TDK, domestic motors represented by New-shicoh have not only significant cost advantages, but also comprehensively won the competition for local service and delivery capabilities.

Despite as a partner, Mr.S objectively believes that the successful penetration of the new thinking into the supply chain system of high-end flagship machines of Xiaomi and Huawei will benefit greatly. "On the one hand, according to industry practice, the two large factories may open up more models and order resources to core suppliers; on the other hand, as a strong endorsement, New Thinking may undertake more high-end projects from the frontline Android camp such as Honor, OPPO, and Vivo."

According to the analysis of Electrend, global smartphone sales will hover around 1.1 billion units in the next three years. Domestic mobile phone brands such as "Huami, xiaomi, OPPO, VIVO" will continue to hit the high-end market in new forms such as image upgrades and folding screens, which will leave enough room for domestic motors to replace.

In addition, from the perspective of the development path of mobile phone cameras, ultra-fast focusing speed, ultra-small size, low power consumption, and stability will be a clear trend. Therefore, there are more possibilities for the core structure VCM motors to compete with the market.

The "2023 Global Motor Shipment Ranking List" of Electrend may be rewritten.