Recently, Jinli's supplier Ofeid Technologies said that Golden owed more than 600 million yuan overdue for more than two months and the company has stopped shipping to Golden.
Jin Li's capital chain crisis was taken.He said that due to the supplier's supply of funds can not be withdrawn from circulation, the other party to apply for property preservation measures led to the company can not sell assets to cash in the short term difficult to repay. Admitted that the funding problem of Jinli was due to the over-limit of marketing and investment expenses in 2016 and 2017, of which the marketing expenses amounted to RMB6 billion. So where did Jinli's marketing expenses go? What were the effects? Marketing of other vendors What is the effect?
Gold arrears affect supplier management
A reply from Ophelia Technology The Shenzhen Stock Exchange inquiry letter shows that as of February 6, 2018, the company's balance of accounts receivable from Jinli was 626 million yuan. Due to the strain of Jinli Capital Chain, accounts receivable had expired two months Over the previous year.The company has taken property preservation measures, including the seizure of Jin Li shares in the Bank of Micronesia, Liu Li Rong held by the equity interests, etc. Orfe Science and Technology said that since November 2017 has been discontinued, the Jin Li incident business impact on the company limited.
In addition to Ofeid science and technology, there are many companies have been affected by gold payment arrears, of which Vico essence is the most affected, may therefore be implemented delisting risk warning .. January 27 Vico essence announcement said that as' Vico Battery, a subsidiary of the Company, had receivables of RMB84,099,900 in litigation which may cause the Company's net profit attributable to shareholders of the listed company in 2017 to remain negative. 'Because the Company has made a loss in 2016, if the Company continues to make a loss in 2017 , The company will be implemented delisting risk warning.After investigation, the recent Veken Battery will be the first major customer Jinli Communication and its wholly-owned Jinzhuo communications, Jinming Electronics, Liu Lirong, etc. have to court, said Jin Zhuo communications, Jin Ming Electronics Unpaid amounts were 35,333,700 yuan and 48,762,200 yuan, a total of 840,999 yuan.
Insiders said that the settlement within the mobile phone industry after the first delivery is the industry practice, especially for these big brands, the large amount of their purchases, adequate funding, suppliers in the more vulnerable party, usually allow the brand to get goods first However, once handset manufacturers encounter funding problems, a chain reaction can occur if all suppliers come together to ask for payment.
Specifically in the performance of Jinli: Jinli unable to repay the purchase price, so suppliers apply to freeze their property and stop supply, resulting in gold can not be relying on the sale of assets and mobile phones to get back the funds, Jinli will not be able to repay in the short term. During the interview, he said: 'In the entire capital chain crisis, only one of the major suppliers of Ofento Technologies stopped supplying and affected. As of December 2017 and January 2018, the payment for goods dropped significantly, while Orfea Technologies 45 days affected at least 3 billion yuan loan repayment.
At present, with the application of suppliers such as UFIDA Technology, Jinli has been seized and sealed up in the shares held by Bank Negu Ministerial Bank and Nan Yue Bank and the equity and real estate of several companies under the name of Liu Lirong and his wife Jin Li Reply Orfe Technology said, Short-term no repayment plan for the company '.
Excessive marketing costs is the main reason for funding problems
On January 30, in an interview with Securities Times, Liu Lirong said that the main reason for the outbreak of the Jin capital chain was the over-investment of marketing expenses and investment costs in 2016 and 2017. From 2016 to 2017, Jin Li spent more than 60 marketing expenses 100 million yuan, nearly 3 years of foreign investment costs more than 30 billion yuan, the two costs close to 10 billion yuan, the gold capital chain has a great impact, leading to difficulties in the cash flow.
As a veteran mobile phone maker, to re-kill the smart phone market needs to establish a new brand and influence .In recent years, Jin Li has done nothing in marketing .In the variety show, Jin established in the past two years have been named programs: CCTV 6 "National Film big premiere", "Dragon Swordsman", "Four Famous Aids", "Tonight Paramount", "Happy Comedy 3", Beijing Satellite TV "King of Trance", Jiangsu Satellite TV "We fight "" The strongest brain ", Zhejiang TV" real voice "," happy comedy "," challenge law ", Hunan Satellite TV" 2017 New Year's Eve concert. "It is reported that some of the more influential programs present Such as "Swordsman" exclusive title offer 180 million / quarter, "Happy Comedy 3" title fee of more than 200 million, "Cross King" Title costs more than 250 million, "the strongest brain" title fee has reached 250 million a few years ago.In addition, Jin Li also named the drama "Chu Chuan." After all, Jin only sponsored variety shows, TV series Of the investment at least 3 billion yuan after Jin Li also said that 2017 for the S / M two series of promotional costs about 1.9 billion.
In inviting endorsers, Jin Li has invited Feng Xiaogang, Shawn Yue, Xu Fan, Xue Zhiqian, Liu Tao and Ke Jie as brand ambassadors from 2016 to 2017. Wu Gang, secretary of Dakang's secretary-general, is also invited to serve as the chief security experience Officer. "Feng Xiaogang, Shawn Yue also specifically for its film-level advertising" mobile phone core war. "
Golden last year's sales performance is not satisfactory
However, so many marketing costs did not bring a proportional sales.According to third-party data, in 2016 Jinli handset shipments of 45 million units in 2017 only 26 million units, down from the previous year Few data from Counterpoint show that in the third quarter of 2017, only a handful of handset manufacturers in the world have a single profit of more than $ 2, including Apple, Samsung, Huawei, etc., but not Jinli Said that the profit per unit Jinlian phone less than ten yuan, relying on shipments to ensure the profitability of the premise, the decline in shipments also represent the brand profit worrying.
Last year, Jin mobile phone breath launched 8 full-screen mobile phone, and the main line.Industry said that such a play makes the product line chaos, mobile phone positioning is unclear, and the dispersion of the marketing effect: 'Jin Li ads Launched and product line are very similar, are 'wide cast net', but this non-cost-effective gameplay is not suitable for the current mobile phone market.Golden's positioning would have been partial business, just focus on the business crowd can actually do a good job.But it Steps are too big. '
6 mainstream manufacturers together a total of 23 spokesmen
In fact, cell phone manufacturers have signed celebrity endorsements has become the industry practice, but this costly marketing tool for cell phone manufacturers, the effect achieved is far cry from.
In the mainstream mobile phone manufacturers in the country, Jin Li can be said to use a small number of endorsers, 2017 only to use Liu Tao, Xue Zhi Qian two stars.
According to statistics, in the past year, six domestic mainstream manufacturers selected 23 spokespersons, of which OPPO with 9 spokespersons for the most. Last year, OPPO invited Li Yifeng, Lu Han, Yang Mi, TFBOYS, Zhang Zhen, Jun Ji-hyun and other eight stars Endorsement of the flagship models R9 and R9s, this year is to invite William Chan, Deere Hotaru, Jay Chou and others joined the endorsement team, together for the R11 endorsement. A cell phone has more than a dozen celebrity endorsements, some commented that 'everyone's fans To buy a few phones OPPO earned enough!
While other vendors are outdone. Huawei's spokespersons include Guan Xiaotong and Zhang Yixing. The spokespersons of Xiaomi include Wu Yifan and Liu Haoran; glory endorsers include Hu Ge, Sun Yang and Zhao Liying; Vivo's spokespersons include Curry, Lu Han, Zhou Dongyu, Peng Yuyan, Someone laughed and said, 'It is not enough for cell phone manufacturers to find a spokesperson.
Spokesman can drive consumers 'change machine'
So these endorsers effect? According to today's headlines and jointly released by the Jingdong "2017 mobile phone industry white paper" shows that celebrity endorsements vary in effectiveness, the endorsement effect is mainly reflected in the three aspects of the market volume, machine change and brand image , Of which the most critical change machine.At present, the mobile phone market has been nearly full, all the conversion comes from the stock market.While the spokesman for the stock market is divided into two parts, first, through the spokesman to enhance the loyalty of the original user to keep ; The other is through spokesmen to attract other brands of users in the replacement flow to their own brand, the report respectively on the two conversion methods to do a statistic, Jin Li Xueqian modest and Liu Tao replacement machine retention and other inflow of brand effect Not ideal, the two of the two scores in all the endorsers are by the post.But OPPO's TFBOYS, Yang Yang, the glory of Sun Yang, Huawei's Zhang Yixing, Guan Xiaotong, millet Wu Yifan, vivo Luhan and other endorsement of the corresponding brand, The retention of users and users streaming from other brands to the brand is relatively more popular with celebrities.
Taking into account the market volume of each endorser, machine change and brand image comprehensive effect score, Jin Li's spokespersons Xue Qian and Liu Tao scored 61.3 and 44.3 points, respectively, far less than the top glory spokesmen Hu Ge (score 78.55), Sun Yang (score 73.4 OPPO's Wang Junkai (score 78.2), Yang Yang (score 75.4), Yi Yi Qian Xi (score 74.7), and Vivo's Lu Han (score 71.4) and others.
Marketing driven by the fan marketing effectiveness
According to data from Counterpoint, a market research firm, the total smart phone market in China posted a slight decline in sales in 2016 compared with 2016, but overall sales rose 4%. The competition in the smart phone market is booming.
Due to the serious homogenization of mobile phone products, mobile phone manufacturers have been particularly important in marketing investment and energy in recent years, and some media say the mobile phone market has changed from 'product driven' to 'market driven.' Last year, handset manufacturers, Content implants, cross-border cooperation, commercials, founders and other aspects of the impact of marketing volume and quality are both overweight.GMG attaches great importance to marketing, but also by the current environment.However, the performance of other mobile phones in the Jinli And other mainstream mobile phone manufacturers have a certain gap.
Among them, 'fan marketing' is a crucial one, and fan marketing is simply transforming mobile phone users into brand fans, marketing them accurately, increasing the number of repurchases, and increasing brand loyalty. "White Paper Data Display, iPhone, Huawei, Samsung, millet and other brands, the fans more successful marketing, the mainstream series of nearly 3 generations of models accounted for more than 20% of fans usually up to 50% or more, and Jin brand models such as fans accounted for The ratio is about 1% -5%, relatively low.
The report shows that each brand's flagship series, the proportion of fans are relatively high.Among them, Huawei Mate10 fans accounted for the highest proportion of 50.81%, iPhone 8 fans accounted for 46.04%, Samsung S8 fans accounted for 47.40% , Millet 6 fans accounted for 49.42% .At the same time, some brands and models of fans accounted for a relatively low, of which Charm blue note6 fans accounted for 1.15%, Jin M7 fans accounted for 5.25%, S11 fans account Ratio of 2.22%, OPPO A7 fans accounted for 5.38%.