The last "fig leaf" on the Internet mobile phone brand fell down with the end of Double 11. This festival, which was joked by people in the circle as "bragging can create a world record" has long lost its former liveliness.
The Internet model that was once highly anticipated was now only Xiaomi and OnePlus crossed the line. Hammer's "Chengdu Crisis" and 360 mobile 's "personnel changes" reflect to some extent the current survival status of online small and medium-sized mobile phone brands.
Similarly, offline life is not easy. Gionee , which was criticized by suppliers for "the remaining ones cannot be the king", is still suffering from the news of restructuring. According to the exclusive news recently obtained by the reporter, Gionee's Dongguan factory fell into a "stop work" a few days ago due to the failure to pay compensation to workers.
Chen Gang (pseudonym), an insider in charge of material management in Gionee, told the First Financial reporter that the factory, which originally had more than 2,000 people, currently has about 300 people left, mainly for the original Gionee supplier OEM. "One of them is Yuxin, a supplier before Gionee. After the crisis in Gionee's capital chain, Yuxin had a large amount of payment for goods not been repaid. In the internal view, it was a debt repayment through OEM." Chen Gang told reporters.
In April this year, there was news that Gionee's Dongguan factory dismissed its employees. Gionee responded that in the future, the industrial park will retain about 50% of its employees to ensure the normal operation of the production line, and at the same time assist in production through the ODM factory to supply orders in the domestic and overseas markets. After
, the bad news surrounding Gionee has not stopped. Regarding the restructuring, the response to Jincube is still in progress.
"The restructuring is still going on, and there is a lot of work that needs to be done when the plate is big." Gionee told the First Financial reporter.
" stagnates 's business line
Gionee, who once hoped to impact 100 million sales worldwide, took various self-rescue measures after encountering the capital chain crisis, it seems that it cannot reverse the current situation.
According to the news obtained by the reporter, the Dongguan factory in Gionee has recently fallen into a state of "suspended work" and the production line has not produced Gionee's products for several months.
According to an insider of Gionee Dongguan Factory, from January to June this year, Dongguan Gionee Factory has successively manufactured OEM for the local Dongguan Yuxin Plastic Mold Co., Ltd. and Dongguan Yuanchang Electronic Technology Co., Ltd. During the OEM period, Dongguan Gionee Factory mainly helped Yuxin process the mobile phone case and process the motherboard on the drone for Yuanchang. During this period, the operating rate of factory workers was basically saturated, but the OEM cost was very low.
Chen Gang told reporters that Yuxin was Gionee's previous supplier. After Gionee's capital chain crisis, Yuxin had a large amount of payment for the goods not been repaid, so Yuxin regarded Dongguan Gionee Factory as repaying debts; secondly, the cost of OEM itself is extremely low, and even if the full OEM fee is received, it is difficult to effectively maintain the company's operation.
"During the OEM processing period at the Dongguan Gionee Factory, the processing costs received can only barely maintain the food and accommodation costs of factory workers." Chen Gang said that after June this year, Yuxin, Yuanchang and Dongguan Gionee Factory successively terminated their contracts, and Dongguan Gionee Factory began to enter a stage of nothing to do. In the next four months, workers often check in to work and stayed for eight hours before getting off work. Currently, the number of people in the factory has dropped from more than 2,000 to more than 300 now.
reporter tried to verify the above content from Gionee. The other party said that "" 600 in the industrial park, and there are more than 600 in customer service centers across the country. The restructuring is still continuing, and there is a lot of work that needs to be done in large plates; as an integral part of self-rescue, new models are being planned to be launched; at the same time, government support is also requesting government support. "
According to the reporter, the Dongguan factory is currently a relatively valuable asset among Gionee fixed assets, worth 1 billion yuan, and is temporarily in a "unsecured" state.
This factory in Dongguan, which covers an area of more than 300 acres and has a construction area of more than 300,000 square meters, has an annual production capacity of 100 million units in the past. It has 54 fully automatic patch processing lines, 110 finished product assembly and testing lines, finished product assembly, motherboard production, motherboard testing, printing, related supporting equipment, etc. It is China's largest mobile phone production and manufacturing base.
In April this year, Gionee once issued a factory description saying that some employees in Gionee Industrial Park will also use the "N+1" method to compensate and pay in installments, and the payment will be completed within 8 months.
"Since the crisis, we have adopted a plan to attract investment and ensure production in the early stage, and now we will adopt the method of layoffs and reduction of fees. In order to ensure the normal operation of the production line, Gionee Industrial Park not only retains about 50% of its employees to continue production, but also ODM manufacturers assist in the production of Gionee mobile phones to supply Gionee's orders at home and overseas." Gionee's spokesperson told reporters at the time.
"But the current payment period for compensation has also begun to be delayed continuously, from the beginning of the month to the middle of the month, from the middle of the month to the end of the month, and now there is no distribution period." Chen Gang told reporters.
A mobile phone has launched " astronomical "
"From 2 billion, 3 billion to 30 billion a year, only I know this process, pain and regret. For a long time, I can't get out of this hurt." A former Gionee executive told reporters.
As a "veteran" with 16 years of experience in the mobile phone industry, Gionee founder Liu Lirong has experienced several ups and downs in the mobile phone industry and the updates of its competitors, but perhaps he never expected Gionee to suffer such a heavy blow this year.
Some people say that the previous gambling debt was the fuse. "Liu Lirong did owed huge gambling debts overseas before, but not in Macau, which he denied, but in Saipan." A source told reporters. However, Gionee's official denied gambling.
Regarding Gionee's crisis, Liu Lirong himself had explained earlier, "The outbreak of the capital chain problem was caused by the exceeding the limit of marketing and investment expenses in 2016 and 2017: in the past two years, Gionee began to learn OV in marketing, frantically smashing advertisements, asking celebrities to endorse, sponsor popular variety shows, and investing more than 6 billion yuan in marketing expenses. In addition, the foreign investment expenses in the past three years are more than 3 billion yuan, and the two expenses are close to 10 billion yuan, which has a great impact on Gionee's capital chain and has led to difficulties in turnover of goods."
According to the latest understanding of the reporter to insiders of Gionee, Gionee's annual market expenses have been between 200 million and 300 million yuan, but in the first two years, it was directly "added zero" to the back. The insider told reporters that a "M2017" cast astronomical figures.
People in the mobile phone industry sighed after hearing this number, when Coolpad was still hundreds of millions away to revitalize the plate, Gionee blindfolded her eyes and let the 6 billion yuan go was wasted. A few weeks ago, Gionee Vice President Yu Lei announced his resignation. Public information shows that Yu Lei officially joined Gionee in 2015 and was later promoted to vice president, in charge of brand marketing business.
From the perspective of business model, unlike Huawei and Xiaomi, Gionee's model is a highly vertical integrated business model, covering all links from design to manufacturing and then to channels. In his early years, Gionee introduced Wahaha's complete agency model to the mobile phone industry: only one agent is developed in a region, and at the same time, this agent can only sell Gionee's one brand of mobile phones, so as to firmly tie the interests of channel merchants and Gionee. Over the years, this solid manufacturer integration model has provided a solid foundation for the promotion of Gionee products and the linkage between the front and back ends of the market. In the era of feature phones where domestic mobile phones are growing wildly, market response and channels are far more important than "brands", and Gionee's "wild growth" is also due to a fast linkage system.
But with the end of the dividend cycle of the mobile phone industry, without a strong brand foundation, even if you hold a good deck of cards in your hand, you can't play it. In the cold winter, what the supply chain needs is no longer brothers who are grouped together, but cooperative allies for long-term development. Although Gionee realized this, it seems that the multiple swings in mobile phone positioning and brand investment regardless of output may be the "last straw" that overwhelms camel.
From "de-Gianli" to "small freshness" in 2013, to returning from "small freshness" in 2015, Gianli is eager to prove himself while also letting his product positioning sway, chasing market hot spots makes him exhausted. Analysts said that on the surface, Gionee lacks "explosive products" like OPPO and vivo, but in fact, the instability of policies means that the internal situation cannot provide the soil for explosive products. When there is no sales support, follow-up advertising has accelerated the outbreak of Gionee's crisis.
Ten-year dividend ends in the mobile phone industry
On one hand, small and medium-sized brand mobile phone manufacturers dancing on the edge of the cliff due to tight capital chains, and on the other hand, leading mobile phone companies that are pressing for harvesting the market step by step. In addition to the turmoil in 2018, the mobile phone market seems to indicate that the nearly ten-year dividend cycle of the mobile phone industry is over.
The mobile phone industry will call it the golden period for feature phones to switch to smart phones from 2009 to 2013. The 3G dividend led by operators has ripened China Coollian. From 2014 to 2016, the Internet mobile phone model driven by Xiaomi, Honor and other companies have fully shared the 4G dividends, and new entrants in the mobile phone industry have reached a historical high. The offline dividends dominated by OPPO and vivo were subsequently detonated while replacing the inventory of smart phones. Starting from 2017, the share of mobile phones began to gather in leading companies, and a brand war began.
The latest report from Canalys, a research agency, shows that the share of mobile phone manufacturers including Huawei, Xiaomi, OV and Apple accounts for almost 80% of the domestic market share, and other domestic mobile phone manufacturers share the remaining market with Samsung and others. To a certain extent, the reshuffle of small and medium-sized brands is coming to an end.
Not long ago, there was news that 360 launched "launched employees" in Xi'an. A spokesperson for
360 mobile phone later told reporters that this time it only involves adjustments to work locations, not layoffs or disbandment. The company's mobile phone business remains unchanged, and will take into account IoT in the future to further adapt to industry development and enhance competitiveness.
"Due to the adjustment of the group's business, part of the business was merged into the group, most of the colleagues in Xi'an were merged into the 360 Group. A small number of colleagues who were unwilling to merge into the group voluntarily chose to resign, and the company will respect the opinions of employees and provide compensation." The person in charge told reporters.
As the helmsman of the mobile phone business, 360 mobile phone manager Li Kaixin once told reporters that the overall environment of mobile phones this year is indeed worse than last year.
"Now the price war is not only in the thousand-yuan phone, but every gear is happening. For me, the number of users is the most important, and I have to ensure growth. After all, some manufacturers are disappearing, and we also have to seize the lost customers of other manufacturers and (turn them) into our customers. Compared with leading companies, we have different demands for profits, and I don't have to make a lot of money." Li Kaixin emphasized to reporters that retaining users is what we value the most now.
Hammer Technology CEOLuo Yonghao also said at a previous press conference that he did not expect the decline of the mobile phone to come so early. Regarding the recent rumors that "Hammer Technology Chengdu Branch is facing disbandment", Hammer officially stated that it is strengthening the R&D strength of the technical team for the company and is "integrating" the technical teams in the three places.
Haizi Technology Chengdu Branch was established in June 2017 and received an investment of 600 million yuan from a state-owned enterprise in Chengdu in August last year. Since its establishment in 2012, capital chain issues have been frequently reported with its growth, and this 600 million yuan of funds is regarded as the key to the return of Hammer Technology.
No matter what, small and medium-sized mobile phone brand manufacturers have become increasingly weak in R&D and mass production bargaining power, and the resulting "Matthew benefits" are becoming more and more obvious. A marketing person from Huawei Consumer BG told reporters: "Whether it is a leading company or a small and medium-sized brand manufacturer, any mobile phone manufacturer needs to maintain a clear understanding of the situation. There is no permanent general in the mobile phone industry, and it needs to have awe of the market."
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