Netizen: Thanks to Xue Zhiqian…
Editor’s note: This article is from Daily Economic News (ID: nbdnews) , author: Sun Zhicheng. (Original title:
“Bankruptcy” 8 months of Kim Kyung “Resurrection”? Release a new mobile phone, netizen: Thanks to Xue Zhiqian…)
Image Source: Every reporter Liu Ling photo
At the end of last year, the old domestic mobile phone brand Gionee lost more than a billion fires because of the chairman’s gambling. Prior to the excessive marketing of money, Jin Li caused the company’s capital chain to break, and had to file for bankruptcy at the end of last year. The company’s assets and related patents were also publicly auctioned.
Amazingly, in less than a year, the Jinli mobile phone, which is going to be cool in the market and the public’s sight, actually “resurrected in place”. Not only the official website and the official WeChat began to update, but also launched a new mobile phone.
Golden official website official website “Resurrection in situ”
On the morning of September 2, Jinli Mobile’s official WeChat posted two new mobile phone push articles, which is quite surprising. Some netizens even ridiculed: “Xie Zhiqian, the spokesperson who insisted on using Jinli mobile phone, actually took the company that was closed down.”
It can be seen that the last update of the official WeChat of Gionee’s mobile phone was in November last year.
Not only re-updated after 8 months, Jin Li also launched two new mobile phones in this push: Jinli M11 and Jinli M11s. The new mobile phone will use 6.3-inch FHD+ water drop screen to provide starry black, fantasy blue and ink. Jade green three colors. In addition, Jin Lixin mobile phone will still maintain the traditional “super battery life” characteristics.
However, in the current public informationThe model, price and release time of the new mobile phone series processor have not been announced yet. At the same time, Jinli Mobile’s official website did not update the relevant information of the new mobile phone series.
The information from the official website of Jinli shows that the current home page is still two S series mobile phones and the full screen flagship mobile phone M7. All three products are launched in 2017. The interface still maintains the original appearance of Liu Tao’s endorsement, and there are a number of mobile phones on the shelves, but there are also some cases where the phone is out of stock and cannot be placed.
Golden’s official website has also resumed operation, which seems to imply that Gionee’s mobile phone is ready to carry the new mobile phone’s “re-out” intention. However, there is currently no information on Jinli’s two new mobile phones on the official website.
For the news of Jin Li’s comeback, some netizens ridiculed that “this may be attributed to the credit of the spokesperson Xue Zhiqian” and “Golden mobile phone was revitalized by Xue Zhiqian”.
It is reported that Xue Zhiqian officially became the spokesperson of Gionee Mobile Phone in May 2017. Since the endorsement of Gionee Mobile Phone, Xue Zhiqian has used Gionee mobile phones in almost all occasions. Even during the time when Jinli Company filed for bankruptcy, Xue Zhiqian was still using Jinli mobile phone, and his Weibo small tail was always Jinli M7.
Netizens said that Jin Li’s resurrection was touched by the spirit of Xue Zhiqian. The first mobile phone manufacturer in history to be rescued by the spokesperson is probably Jin Li.
In fact, in mid-August, the market has already heard the news that Gionee is preparing to come back. It is reported that Weibo users said that they once again encountered the Yilabao propaganda products of Jinli mobile phone. It seems that Jinli is true.Preparation is going back to the market.
On August 16th, some media reported that Lu Guanghui, the second largest shareholder of Jinli Company, organized a roundtable meeting of agents from various provinces across the country, hoping to reinvigorate everyone’s confidence and re-do it again. The slogan of quality and the world.
According to Kaixinbao information, the current controller of Jinli Mobile Equipment Manufacturing Co., Ltd., Shenzhen Jinli Communication Equipment Co., Ltd., still shows Liu Lirong, with a shareholding ratio of 41.4%. The shareholder Lu Guanghui holds a shareholding ratio of 14.7%.
Shenzhen Jinli Communication Equipment Co., Ltd. Shareholdings of some shareholders (Source: Kaixinbao)
Golden can make a comeback?
It is understood that Jinli Mobile was established in 2002, is a domestically established old mobile phone manufacturer, the function machine era has set foot in the mobile phone business, China’s smart machine era reached its peak in the early stage, is “China Cool Alliance” (Zhongxing, Huawei, Lenovo, Cool A big giant of the times.
But with the rise of brands such as Huawei, Xiaomi, OPPO, and vivo, after 2012, Jinli mobile phones began to decline. In order to reverse the unfavorable situation of competition and enhance brand awareness, Jin Li has invested heavily in advertising marketing, from sponsoring the first-line TV variety show to inviting popular stars to contemporary speakers.
But the huge marketing investment did not bring too long-lasting market influence, but Jin Li was burdened with huge financial pressure. It is reported that China Fund, in November 2017, Jin supplier Ophelia light on Jinli Shen please preservation, including collateral Jin’s two Shenzhen Property and Micro Focus 3% stake in the bank, the overall valuation of more than 2 billion yuan. Jin Li was therefore exposed to the problem of the capital chain.
At the end of 2018, Liu Lirong, chairman of Jinli Group, was exposed by the media to gambling and lost more than a billion yuan.
In order to save himself, Jin Li also sold his own patents and assets during this period. On May 10, several years, Jinli’s 18 vehicles were auctioned on Taobao, and the pre-assessment price of the auctioned objects was total. About 4 million yuan. On June 24, 211 pieces of design patents under the name of Gionee Communications were hanged on the auction of Ali. The auction information showed that the starting price of these 211 patents was 21,100 yuan.
According to Observer Network, in December 2018, Shenzhen Intermediate People’s Court of Guangdong Province (hereinafter referred to as: Shenzhen Intermediate People’s Court) ruled that it accepted the Shenzhen Jinli Communication Equipment Co., Ltd.Bankruptcy liquidation application filed by the company (hereinafter referred to as Jinli Company).
The Shenzhen Intermediate People’s Court said that the debts involved in the case have not been repaid so far, which proves that Jinli Company is obviously lacking in liquidity. The news was deemed to be the “sentence judgment” of the bankruptcy of Gionee.
However, an insider of Jinli Company said that the court accepted the bankruptcy liquidation application, not the bankruptcy liquidation, and it is still in the direction of bankruptcy and reorganization, but it must go bankruptcy.
In addition, according to a proposal from the framework of the company’s framework restructuring, after research, the program consultant believes that the current best practice for creditors is to reorganize the gold, not the liquidation.
Golden’s new mobile phone release (Source: Jinli official micro-signal screenshot)
However, it is not easy for Gionee to regain lost ground. From the M11 series configuration released this time, it is at the domestic level of 1,000 yuan, but in this market, Gionee will face the strength of realme, Redmi, glory and other manufacturers. check.
A few days ago, Gartner, the world’s leading data analysis organization, released specific data on global smartphone sales in the second quarter of 2019. The data shows that the global mobile phone market is still in a downward trend. Moreover, sales data in 2018 fell by 1.7% year-on-year, from 374 million units to 367 million units today.
In addition, the domestic mobile phone market Matthew effect is more obvious, Huawei, Xiaomi, Apple, OPPO, vivo and other head manufacturers firmly hold the domestic mobile phone market 90% share, the survival of small and medium-sized mobile phone manufacturers has become more difficult, plus 5G With the advent of the times, Jin Li is now re-entering the mobile phone market, and the road ahead is probably quite rugged.
There is no doubt that the competition in the smartphone market is already deep in the Red Sea, whether it is the Huawei brand that focuses on technological innovation, the Xiaomi that focuses on the long-tail consumer market, and the OPPO/VIVO mobile phone that appeals to young consumers. The fallen Jinli phone does not seem to have much advantage.