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"Veteran" mobile phone maker Jin Adventures "trial and error" but the wrong power

via:CnBeta     time:2018/2/6 8:01:21     readed:293

In the past two years, Jin Li began to learn marketing OV, crazy smashing ads, celebrity endorsements, sponsored hit variety shows, marketing costs more than 60 billion investment. Coupled with nearly three years of foreign investment costs more than 30 billion yuan, the two costs close to 10 billion yuan, the gold capital chain have a significant impact, resulting in difficulties in the cash flow.

There are people in the mobile phone industry after listening to this figure exclaimed Road, when the cool faction still a few hundred million will be able to make a plate, Kim made money blindfolded, 6 billion can be completely rebuilt a new mobile phone brand, but Jin Li But even their own brand is not well done.

Such assessment is somewhat harsh. From the continuous "trial and error" reform measures Liu Lirong has made in the past few years, he still hopes that Jin Li will return to orbit with "letting go."

At the end of 2015, after spending two and a half years trying out the "little fresh" position, he started to bring his team to Jinli to return to the "business" line, when he set the goal of business positioning based on super-cruise , And strive to return to the top three domestic market position in the next 3 years, and promised to spend 1 billion yuan to reshape the brand.

In the mobile phone market downturn, Jin this radical market strategy has been channel business response. At the beginning of last year with the country's 131 core retailers "alliance" to set up "Diamond Club", there are channel operators Jin Li evaluation, "I would like to say Jinli dealer is very happy, very happy, is expected to 2017 sales increase The lowest speed of more than 30%. "

However, in fact, optimistic expectations did not allow Jin Li ranks among the "head camp." According to data from GfK, Jinli Mobile ranked seventh in domestic sales in 2017 with 14.94 million handsets sold. This is in line with Liu Lirong's domestic target sales of 30 million at the beginning of the year and 38 million challenges.

Jinli to the author's feeling is that "the strength of adventure, but always use the wrong force."

Unlike Huawei and Xiaomi, the Jinli model is a highly vertically integrated business model, taking everything from design to manufacturing to distribution. In the early years, Jin Li introduced Wahaha's full agent model into the mobile phone industry. Only one agent was developed in one region. At the same time, this agent could only sell Jin-Li's branded mobile phones, thus firmly bundling the channels with Jinli's interests. Over the years, this solid vendor integration model has provided a solid foundation for the promotion of Golden Products and the linkage between the front and back of the market.

In the era of crazy growth of domestic mobile phones, the market response and channels are far more important than the "brand". Jinli's "brutal growth" also benefits from the quick linkage system.

But the mobile phone market changes are always fast. Jin Li was hit by the smash hit of the smart phone at the peak of the machine, and then Internet stocks such as millet, glory and empathy were increasingly sought after by the market, and Jin Li was still handling the inventory crisis. So, on the one hand to speed up the transformation of smart phones, on the one hand, Jin Li has begun to reshape its own brand, hoping to find a suitable position.

However, this way is not smooth. From "Going Goldie" to "Little Freshness" in 2013 and returning to "Business" from "Little Freshness" in 2015, Jinlie is anxious to prove himself while making product positioning sway, while pursuing the hot spots in the market makes himself tired Unbearable. On the face of it, Jin Li lacks "explosives" like the OPPO and vivo, but in fact the instability of the policy means that the inside can not provide a burst of soil. In the absence of sales support, follow the trend of advertising, in many people's opinion, is undoubtedly a waste of resources.

2017 is a year in which handset manufacturers' brands are getting closer to the head enterprises. In other words, there is no strong brand foundation and even a good card in hand can not be beat. In a cold winter, the supply chain no longer needs to be a brother of Baotuan. Instead, it is a long-term cooperative alliance. Jin Yong, who is constantly trying to make mistakes, can no longer make mistakes in the future.

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