Text/Di Lin Review/Zi Yang Proofreader/Zhi Qiu
After China's mobile phone market shifted from the era of feature phones to the era of smart phones, there are not a few mobile phone manufacturers that have gone bankrupt, but there are only a few brands that have reached the peak and then fallen, such as Gionee mobile phones.
Gionee mobile phones were again enforced
On February 24, the financial industry news, Tianyancha APP showed that Shenzhen Gionee Communication Equipment Co., Ltd., as well as a number of Gionee affiliated companies, added a new piece of executor information, and the execution target exceeded 1 million yuan.
It is worth mentioning that this is the third time since the beginning of 2022 that Gionee and its affiliates have been enforced.
Before 2022, Gionee and its affiliates also had a number of information on executors, and the total amount of executions of Gionee Mobile phones exceeded 680 million yuan.
For Gionee mobile phones, perhaps many post-80s and post-90s still have some impressions, after all, the advertising words of "gold quality, establishing the world" were all over the country, and well-known figures such as Andy Lau and Feng Xiaogang had endorsed them.
According to public information, Gionee was officially established in 2002, thanks to the domestic functional machine market outlet, Gionee mobile phone quickly became popular.
Gionee founder Liu Lirong used marketing means to promote the Gionee brand to the whole country, and in just four years, Gionee became the largest brand of domestic mobile phones.
But unfortunately for you, Gionee's glory did not last long, and it took a sharp turn after its peak.
A generation of "king of mobile phones" fell
First of all, the decline in mobile phone sales, as well as the impact of the smart phone outlet, caught Gionee mobile phone by surprise. Then there is the strong rise of Xiaomi OV and Huawei, which further squeezes gionee's living space in China.
After the beginning of 2018, Gionee was rumored to have broken the capital chain and was paid for debts by suppliers. But Gionee did not publicly admit it, so there are still many gionee loyal users who refuse to believe it.
It was not until December 2018, when Gionee was overwhelmed and officially declared bankruptcy, that the decay of the old domestic mobile phone giant under normal appearance was made public.
At the same time, Liu Lirong, the founder of Gionee, is also deeply involved in gambling rumors, of course, Liu Lirong is not to vent, but to take the sword to the side, through gambling to raise funds, so that Gionee can tide over the difficulties.
It is reported that in daily life, Liu Lirong is a go master and is good at games, and it is not surprising that he can have such an idea.
But after all, Gionee is not Liu Lirong's company, and the development of the enterprise is not a child's play, and seeking luck will most likely fall into the real abyss.
Liu Lirong gambled unsuccessfully, and Gionee's capital chain was broken and unable to return to heaven, and could only go bankrupt.
In 2020, Gionee began to sell its various assets to repay debts, and the transaction price of more than 3,000 patents under its name was only 1.72 million, which was not as valuable as Liu Lirong's Mercedes-Benz car.
It can be seen that Gionee has completely lost the opportunity to turn over, so why did the former "king of mobile phones" fall to this?
Why the defeat?
In the author's opinion, in addition to Liu Lirong's gambling directly caused the company's capital chain to break and go to a hopeless situation. Gionee mobile phones are one step behind in the era of feature phones to smart phones, and the company's huge investment in marketing, are important factors that lead to the decline of the domestic mobile phone giant.
The author understands that when Gionee found that product sales were slow to improve, it still focused on marketing publicity.
It is reported that after the sales of Gionee mobile phones fell sharply, the company made a lot of efforts in marketing, inviting popular stars and directors such as Liu Tao, Xue Zhiqian, Feng Xiaogang and other popular stars and directors to endorse the product; in 2017, Liu Lirong also launched eight new machines in one go.
But the star effect is ultimately a flash in the pan, the comprehensive strength of the product lags behind the competitors, even the big stars can not play a role, will only waste the high amount of endorsement fees spent by the company.
Of course, the above is not all the reasons for Gionee's decline, and there must be other factors that are pushing Gionee downhill.
In your opinion, the fall of Gionee mobile phones so far is caused by the change of times, or is it self-inflicted?