On September 2, the official WeChat public account of Gionee Mobile Phones, which had been silent for nearly 300 days, updated again, "Gionee launches new phone M11/M11s, preview 6 highlights!" In the eyes of the outside world, supply arrears Gionee, which has been plagued by negative news such as commercial debt and founder Liu Lirong's escape, has ushered in the brand's "resurrection."
The Gionee factory is currently shut down, and the products are produced by OEM Xiaojiao Mobile Phones. For each new product sold this time, a licensing fee of 10 yuan will be paid to Gionee.
The insider also revealed that Liu Lirong is currently in New York.
Gionee shareholder Xu Minghao once wanted to resurrect Gionee. Jiemian News learned that at the beginning of last year, after the Gionee incident, Xu Minghao issued an internal letter to agents seeking support from shareholders and agents. The content is the product plan for revitalizing Gionee in the next six months, which mentions two strategic partners, Huaqin and Longqi. It is understood that Huaqin and Xiaojiajiao have a cooperative relationship with each other.
Judging from the timing, this internal letter may explain the root cause of Gionee’s recent actions.
Gionee’s crisis began last year. On November 20, 2018, nearly 20 Gionee suppliers submitted an application to the Shenzhen Intermediate Court for bankruptcy reorganization of Gionee after several months of fruitless debt collection.
In April 2019, the Shenzhen Intermediate People’s Court held Gionee’s first creditors meeting. The meeting determined that Gionee’s total claims were 17.359 billion yuan and its liabilities reached nearly 21.1 billion yuan. Gionee will enter the final bankruptcy process. Gionee's valuable assets were basically seized immediately, and the personal assets of Liu Lirong and his wife were also frozen.
Subsequently, Gionee’s assets were auctioned one after another.
On May 10, 18 vehicles owned by Gionee were auctioned on Taobao. The highest price among them was a Mercedes-Benz S600 sedan worth nearly 1.5 million yuan, which was finally sold for nearly 2.1 million yuan. make a deal. The transaction price of all subject matter was approximately 5 million yuan.
On July 24, 211 design patents owned by Gionee were auctioned for judicial auction, with the starting price being 21,100 yuan. At the same time, according to statistics, the aforementioned 211 cases of design patents owed 317,400 yuan in annual fees, late fees, restoration fees and other official fees.
In fact, it is not easy for Gionee to return to the market. China’s smartphone market, with a scale of nearly 400 million units, has been declining for several consecutive quarters.
Data from the China Academy of Information and Communications Technology shows that in July 2019, the overall domestic mobile phone market shipped 34.199 million units, a year-on-year decrease of 7.5%. From January to July 2019, the overall domestic mobile phone market shipped 2.20 million units. billion units, a year-on-year decrease of 5.5%.
It is undeniable that former Gionee users will pay out of sentiment, but it may only be a drop in the bucket to truly revive Gionee.
Dear general agents:
Hello everyone. My name is Xu Minghao. I returned to Shenzhen from the United States on the evening of January 13, 2018. From the 14th to the 16th, we had full communication and exchanges with Mr. Liu, Mr. Li Jinrong, Mr. He Xin, Mr. Jiancheng and other major shareholders, as well as the executives of the management team. During this period, I had two phone calls with Lu Guanghui. From the 17th to the 18th, communicate, discuss, argue and even collide with agents in Shenzhen. Among them, on the 17th, together with Mr. He Xin and Mr. Li Jinrong, we communicated with some agents in Heilongjiang, Sichuan, Yunnan, Chongqing, Shaanxi and other places. On the 18th, at the suggestion of Mr. Cheng, we met with some agents in the headquarters conference room. Communicated their respective ideas in depth. And clarified my position and outlook on life and values.
During this period, we initially communicated with the management and some employees, and on Saturday the 19th, the new company structure was initially determined. On Monday the 21st, the new company's organizational structure and key personnel were basically determined. And arrange the docking of product planning with Huaqin Longqi to implement the product planning for the next six months. After implementing the prices of F6 and F205, the company directly reduced the profit to 0. We hope that during the peak season of the Spring Festival, the channels will not dry up and the brand and channels can be basically stabilized.
In the next 2-3 years, Huaqin and Longqi will be our strategic backers, and will be our strategic partners until Gionee successfully gets out of trouble! We can no longer harm our cooperation with Longqi and Huaqin, and we cannot let their companies be filled with Gionee inventory. We are one body on the same front.
We believe that Gionee is reborn and starting a business for the second time. Compared with 2002, we have brand accumulation and basic channel digestion capabilities. We have a wide range of upstream and downstream resources. When the old Gionee was shut down, we still You can find a way to perform extracorporeal circulation. We are more confident than we were in 2002!
However, we should also see that compared to 2002, there are still two major disadvantages!
1. The weather is not good for us. The mobile phone oligarchy has been formed, and we are obviously in the second echelon. The first echelon with Huami OV as the core has been formed, and Apple is eyeing it.
2. Renhe! This is our biggest problem right now. Different from 2002, when two kitchen knives made a revolution, the proletariat, who were barefoot and not afraid of wearing shoes, marched forward bravely. Now, our shareholders and agents have their own interests and demands, and there is a lack of confidence and trust in the system. We no longer have the spirit and courage we had back then.
I, Xu Minghao, am 100% confident in getting rid of the shortcomings of the old Gionee and 100% confident in rebuilding Gionee's corporate culture, but I need support from all aspects of shareholders and agents.