Core Viewpoint - The smartphone industry is witnessing a shift from a traditional "buyer-supplier" relationship to a collaborative model where manufacturers engage deeply in the definition, development, and production of display technologies, reshaping the competitive landscape of the display panel industry [2][4][8]. Group 1: New Collaboration Paradigm - Smartphone manufacturers are no longer passive purchasers but are becoming strategic partners with panel manufacturers, engaging in joint research and deep customization [2][4]. - OPPO has invested over 1 billion in establishing its own "display science production line," allowing it to control the entire process from design to production [4][5]. - The collaboration between Xiaomi and TCL Huaxing has evolved into a long-term partnership, creating an "innovation display joint laboratory" to streamline technology development and production [5][8]. Group 2: Industry Dynamics - The traditional supply chain structure is being transformed from a linear model to a networked "industry alliance," enhancing the bargaining power of smartphone manufacturers [8][9]. - Chinese panel manufacturers are expected to capture over 70% of the global smartphone panel market by 2025, providing manufacturers with more options and stronger negotiation capabilities [8][10]. - The shift to deep collaboration is accelerating technological iteration and redefining market competition rules, moving the focus from macro parameters to underlying technologies [10][11]. Group 3: Technological Advancements - The competition in the smartphone market is increasingly centered around display technology, with companies like OPPO and Tianma developing advanced features such as precise light control at ultra-low brightness [10][11]. - The joint development model allows manufacturers to align market needs with technological paths early in the research phase, significantly reducing the time from lab to market [10][11]. - The relationship between Apple and Samsung exemplifies a unique "co-opetition," where stringent standards and large orders from Apple drive Samsung to innovate continuously [6][10].

Core Viewpoint - The article discusses the evolving relationship between smartphone manufacturers and panel suppliers, highlighting a shift from a traditional procurement model to a collaborative co-creation model, which enhances competitive advantages in the smartphone market [2][10]. Group 1: New Collaboration Paradigm - Smartphone manufacturers are no longer passive "purchasers" but are deeply involved in defining, developing, and producing display technologies, forming strategic partnerships with panel giants [2][5]. - This shift from "procurement" to "co-creation" is a natural outcome of the smartphone industry's transition from product-level competition to supply chain-level competition, accelerating technology iteration and reshaping the global display panel industry's power dynamics [2][10]. Group 2: Case Studies of Collaboration - OPPO has invested over 1 billion in establishing its own "display science production line" and has customized a dedicated production line with Tianma, allowing it to control the entire process from design to production [5][11]. - Xiaomi and TCL Huaxing have established an "Innovation Display Joint Laboratory," creating a complete closed loop from technology research to mass production, which enhances their collaborative growth [6][10]. - The relationship between Apple and Samsung is characterized by a unique "co-opetition," where Apple drives Samsung's technological innovation through stringent standards and large orders, influencing industry technology trends [7][10]. Group 3: Industry Impact and Market Dynamics - The deepening collaboration between smartphone manufacturers and panel suppliers is fundamentally reshaping the supply chain's power structure and the speed of technology iteration [9][10]. - The rise of Chinese panel manufacturers like BOE and TCL Huaxing is changing the competitive landscape, with predictions that their market share in the global smartphone panel market will exceed 70% by 2025 [10]. - The traditional linear supply chain is evolving into a networked "industry alliance," where smartphone manufacturers provide precise market demands and panel manufacturers contribute their expertise in materials and processes [10][11]. Group 4: Future Considerations - The deep customization and joint development require significant upfront investment, raising questions about whether these costs will be passed on to consumers, potentially increasing flagship smartphone prices [12]. - The trend towards exclusive custom screens may reduce their universality, leading to higher repair costs for consumers, prompting ongoing observation of whether the industry will continue down a path of deeper customization or establish new, higher industry standards [12].

Core Insights - The article discusses the emergence of a new collaboration paradigm between smartphone manufacturers and panel suppliers, moving from a traditional "buyer-supplier" relationship to a more integrated "co-creation" model [2][9] - This shift is driven by the need for differentiation in a saturated smartphone market, where screen quality and experience are critical competitive factors [1][10] Group 1: Industry Dynamics - Smartphone manufacturers are increasingly engaging in the definition, research, and production of display technologies, forming strategic partnerships with panel manufacturers for joint development and exclusive supply [2][10] - The traditional supply chain structure is evolving from a linear "pyramid" model to a more networked "industry alliance," allowing for greater collaboration and shared risk [9][10] - The rise of Chinese panel manufacturers like BOE, TCL Huaxing, and Tianma is changing the competitive landscape, with predictions that their market share in the global smartphone panel market will exceed 70% by 2025 [9][10] Group 2: Case Studies - OPPO has invested over 1 billion yuan to establish its own "display science production line," allowing it to control the entire process from design to production, thus creating a significant technological barrier [5][10] - Xiaomi and TCL Huaxing have developed a "Joint Innovation Laboratory" to streamline the process from technology research to mass production, enhancing their collaborative capabilities [5][10] - The relationship between Apple and Samsung exemplifies a unique "co-opetition" dynamic, where Apple drives Samsung to innovate through stringent standards and large orders, influencing industry-wide technology trends [7][10] Group 3: Technological Advancements - The focus of competition has shifted from macro parameters like resolution and refresh rates to micro-level technologies, such as precise light control algorithms developed by Tianma and OPPO [10][11] - The collaborative model allows for faster alignment of market needs with technological capabilities, significantly reducing the time from research to market [11] - However, the deep customization and joint development require substantial upfront investment, raising questions about potential impacts on product pricing and consumer repair costs [11][12]