Technology is changing rapidly, more than a decade ago is still Nokia's world, when the mobile phone in addition to the elderly black and white screen, simple color screen, and then is known as a semi-intelligent mobile phone. Today, more than a decade later, Nokia has long retreated to the second line, replaced by an all-round smart phone represented by Apple.
Smartphone market
According to the latest data, after Huawei encountered chip sanctions and fell to the altar, domestic mobile phones have undergone several reshuffles, and now they have finally ushered in a new situation. BBK Mobile Phone Group's vivo and independent brand oppo occupy the top two respectively, followed by Xiaomi, Apple and Huawei (fifth).
Seeing this ranking, perhaps rice noodles will feel strange about it, why is Xiaomi's share not as high as the top two? In fact, just by looking at it, you can see that the stores that can be seen everywhere on the street are engaged in activities all the time. In the promotion of this piece, vivo and oppo are not stingy at all, spending a lot of money, advertising, and doing endorsements. Among young people, the two are very popular.
But when it comes to spending money, there are more ruthless than "ov". This brand was able to have its own foothold in the era when Nokia dominated the world more than a decade ago, and even reached the top three market shares of Chinese mobile phones. His advertising slogan still echoes in the ears of many people. For example, in those years, we are very familiar with the brainwashing advertisement of "Gionee Voice King", I believe that many small partners have seen it on TV marketing programs.
Many people may be dismissive of Jin Li Voice King: Isn't it a cottage machine? However, it is precisely because the main 998 voice king brought home that Gionee mobile phone stood out in the era of "cottage machine is cow". At that time, Gionee's positioning was for middle-aged and elderly mobile phones, in order to solve the difficulties of middle-aged and elderly people using mobile phones.
Why did the once popular mobile phone brand suddenly disappear in recent years? Imagine that in 2016, Gionee can still fight with a new generation of big smartphone brands offline, and it is not left behind. However, less than two years later, Gionee was forced to file for bankruptcy. What are the reasons for this?
The positioning is not clear enough
In order to make up for the serious consequences of missing the outlet, Jin Li resolutely chose to start another stove and changed the positioning of the money earned by hard work before.
The five years of Gionee can be said to be closer to the business model, and then the main young people, in addition, began to blindly follow the trend of the full screen. The consequence of this is that consumers are dizzy, many consumers are not clear what Gionee wants to focus on, and the change is too fast to dilute their original characteristics, not to mention that they stand out in the era of smart brands.
Secondly, Gionee in the blind positioning, chaos and abandonment at the same time, the domestic smart phone situation and market has long been not the "cottage mobile phone is king" era, at that time Xiaomi's main cost performance, hunger marketing in the market is difficult to find, at this time vivo and oppo main music and camera phones are loved by young people, especially the student party, and Apple has the best ecosystem, Huawei people have been positioned as high-end mobile phones.
Jin Li will benchmark this and that, and the result is like a grasshopper shaking a tree, ending in failure. In the end, the result of Handan toddler was to throw watermelons and pick sesame seeds, which was more than worth the loss.
Spend a lot of money on marketing
As I said before, The Gionee Voice King has never skimped on money in advertising, and various types of stars have been pulled to "take sides", Xu Fan, Feng Xiaogang, Xue Zhiqian, Yu Wenle, Liu Tao, etc. The big guys who can be invited are basically invited, but the market share of that year has not increased but is declining.
From 2016 to 2017, Gionee's marketing expenses reached more than 6 billion yuan, and such a high advertising cost was almost all adrift. Looking at the celebrity spokespersons invited by Jin Li in the past two years, many people feel "inexplicable", completely without the market influence brought by the stars who were deeply liked by middle-aged and elderly people liked by Andy Lau and Lang Xianpingren.
During this period, Gionee also entered variety shows and TV series titles, such as "Smiling Proud of the Jianghu", "Chu Qiao Biography", "The Strongest Brain", etc., with an average of at least six or more film and television dramas per year, and the marketing costs used were as high as 3 billion yuan.
The biggest risk of high marketing expenses is the uncertainty of the break of the capital chain.
During this period, Gionee invested in real estate everywhere and spent a lot of money to build the Qianhai Gionee Building, and these expenditures were stacked up to far exceed the cost of developing mobile phones. As a result, it can be imagined that the fate of Jin Li is like the fate of giants such as LeTV (still struggling) and giants.
Some people may say why the "OV", which also burns a lot of money to advertise, is like no one. Mainly because Gionee did not keep up with the development of the times and did not further innovate. When everyone was thinking about all-smart phones, Gionee still stuck in place, and did not start developing smart phones until three years later, when the market had long since changed.
Bosses love to burn money
In fact, many enterprises finally fell out of business, there is a very important reason, personal property and company property mixed together, and long-term entanglement, the founder of the enterprise has too much power, embezzlement of company property like pediatrics, in fact, this is also one of the common diseases of family businesses.
According to media reports, Liu Lirong lost more than 10 billion yuan because of gambling, and at that time, he shocked the jaws of everyone. But later, Liu Lirong simply admitted that he did participate in gambling on Saipan, but only lost "more than a dozen" billion, as to whether the unit is US dollars or yuan, it is impossible to know.
Gionee CEO Liu Lirong once said: After a few years, there will only be 6 brands in the domestic mobile phone industry, and Gionee is one of them. However, a few years later, Jin Li disappeared without a trace.
The gambling incident of The Ceo of Gionee exposed in 2018 undoubtedly pushed the impending collapse of the Gionee Empire State Building and accelerated the process of Jin Li's disintegration. The boss takes money to gamble and squander, which is an insignificant thing in the eyes of ordinary people, after all, people have money, but for shareholders, consumers, and suppliers, it is definitely not a good signal, which is bound to affect the confidence of these people in Gionee.
Sure enough, after the news was fried, a large number of creditors came to the door to "collect debts", afraid that they would end up with nothing. Finally, there are rumors that other shareholders of Gionee directly held a general meeting of shareholders and kicked the founder Liu Lirong out of gionee group. If that's the case, it's a shame.
Although gambling is not the main reason for Jinli's bankruptcy, it is inextricably linked. Enterprises are most afraid of the break of the capital chain, and once it is broken, it is struggling on the edge of life and death. The Imperial Battleship Jin Li Group, which Liu Lirong had built with great pride, was eventually destroyed in the hands of his half-hearted, "incompetent" helmsman.