Graduate institutions: Shanghai Jiaotong University and Xiamen University. If Amoi's success in A8 and A6 is accidental, then Amoi's success in A9 series, F9 series and DA8 series this year is by no means accidental. Although Amoi announced the future development strategy of "related diversification" with 3C convergence as the core, the mobile phone business will remain Amoi's main business in the next two or three years, and Amoi will become the most competitive domestic mobile phone manufacturer.
A few years later, when we turn to the growth history of Xiamen New Zealand, we will surely find a passage engraved on it: Li Xiaozhong once turned the tide and rewritten the history of Xiamen New Zealand.
From 2000 1, Amoi Electronics lost 98 million yuan and gained 607 million yuan in 2002. Amoi Electronics turned losses in that year and took off its "ST" hat in that year, which is quite legendary in China stock market. The person who wrote this legend is Li Xiaozhong, president of Amoi Electronics.
Under the leadership of Li Xiaozhong, the main business income in 2002 achieved explosive growth compared with the previous year. The key reason is that Amoi Electronics made a breakthrough in the mobile phone business after shifting the company's focus from video products such as DVD to communication products such as mobile phones in 2002. Data show that in 2002, mobile phone business accounted for 82.49% of Amoi Electronics' total business income, and gross profit accounted for 98. 16% of the total gross profit. 200 1, mobile phone business only accounts for 65.438+06.66% of the total business income, and DVD video products account for 65.77%.
Li Xiaozhong successfully regarded himself as the starting point of Xiamen New Zealand's top supervisor, and turned it into an inflection point for Xiamen New Zealand to come back to life and look good all the way. Amoi Electronics was founded in 198 1 and started as a video recorder. At the beginning of the listing of 1997, Amoi's main business was the production and sales of video recorders. But realizing the rise of VCD industry, Amoi voluntarily gave up the production of video recorders and joined the gold digger of VCD. Due to the early transition, Amoi also dug a bucket of gold. However, the good times did not last long. With the rapid decline of the whole VCD industry, Amoi 1999' s earnings per share dropped rapidly to 0. 1 1 yuan. In 2000 and 200 1 lost money for two consecutive years and became a ST enterprise.
At the beginning of 2000, Amoi's board of directors thought that the production of TV sets and VCD players had exceeded demand and decided to transform into new fields. Li Xiaozhong was appointed to be in charge of Amoi's handsome printing, and decisively put forward the idea of enterprise transformation: taking advantage of Amoi's favorable position as a subsidiary of China Electronics, he organized a mobile phone research and development team and launched their first mobile phone in 200 1 year. After efforts and continuous losses in 2000 and 200 1, 2002 was the first time to win. Li Xiaozhong obviously played an important role. Amoi A8 can be regarded as a classic case of consumer electronics companies entering mobile phones. The fascinating record of A8 since its listing has to convince people of Li Xiaozhong's market operation skills. The exquisite A8 series successfully locked in the men's market A8 has achieved the breakthrough and reorganization of Amoi's original market structure, and completed the market entry and fission expansion in the flank competition strategy with the breakthrough point of appearance design and non-core function development. After A8 went public, the demand was in short supply for a long time, and even it was snapped up many times. A company by ST, relying on the sudden emergence of mobile phone business, realized the turnaround of salted fish. Its momentum is fierce and its performance is soaring, which makes many people have to pay attention to it.
Amoi 200 1 third quarter performance report shows that Amoi1-September's mobile phone sales revenue reached 2.2 billion yuan, with a gross profit margin of 48.5% and a net profit of 370 million yuan. In the third quarter, the monthly output of mobile phone products has jumped to 300 thousand units, nearly 20 times that of the same period last year, and the profit has increased by 200 million yuan. It is reported that due to the shortage of products, Amoi only received cash payment from dealers in advance, reaching more than 400 million yuan. Informed sources even revealed that Amoi's actual profitability may be even better than announced. Since June 5438+ 10, 2003, mobile phones have accounted for more than 50% of all sales revenue and profits of Amoi, and Amoi has basically realized the transformation of the enterprise. Li Xiaozhong, who won a complete victory in the rescue operation, has not forgotten that Amoi's main business is consumer electronics. According to the thinking of industry development, Li Xiaozhong has deployed its next development strategy step by step: "Lock in the main business and make bold layout". "In fact, Amoi's mobile phone has today, relying entirely on the foundation laid in the video." Li Xiaozhong admitted that when Amoi entered the mobile phone production in 2000, the business situation was not good and the pressure was very great. Coupled with the fierce price war of VCD at that time, the DVD market has not really been cultivated. In this case, it is necessary to support the development of mobile phones. All investments in the video field are defensive and focus on supporting the development of mobile phones. But other businesses have not given up. After the transformation of Xiamen-Singapore, five business divisions, namely, mobile phone, video, photoelectricity, communication and audio, have been established, and the momentum of four business divisions other than mobile phone is booming. In 2003, we entered the notebook computer market and diversified the LCD, plasma and digital rear projection color TV markets.
Amoi's investment in video business in 2003 mainly benefited from the feedback of mobile phone business, and Amoi's advertising budget was the same as its flagship mobile phone A8. Obviously, after more than two years of silence, as Amoi's second main business after the mobile phone business, the video business began to catch fire. I think there are two market opportunities in the video product market. Li Xiaozhong said, the first is to replace the market. VCD and DVD purchased in the early days have fallen behind in performance and appearance. As long as consumers go to the mall to have a look, it is easy to have the impulse to buy; The second is the opportunity to combine video products with other products, especially with hard disks and recordable CDs. Nowadays, there are more and more digital cameras, and the digitalization trend of various products is also advancing faster. Video products are very basic products, and the demand will gradually increase. Amoi has set himself the goal of doubling the sales revenue of video products to 1.5 to 2 billion yuan by the end of next year.
"To run a business successfully, I think we should remember two sentences: the first sentence is to do as many fields as possible, which will be more stable; In the second sentence, there are survivors in any field, and you should constantly upgrade your industry in this field. If you simply give up and escape, the loss will be great. " These two sentences may be the best strategic interpretation of Li Xiaozhong's rescue of Xiamen New Town.