In one year, from the annual sales of 2 million units to 1.5 million units (2017), Deng Bin, General Manager of Jinli Yunnan Branch, told Tencent “Shenzhen.” “The pressure is very big. I don’t know if the storm is coming so fast, so violent. ' The calendar was turned over for a year and a half, and in September 2016, the 'human sea tactics' led by Deng Bin made Jinli mobile phones account for 17% of the Yunnan market. Among the 45 general agents in Jinli, Yunnan Province represented The company’s sales volume was the first to become a typical offline channel model established by Liu Lirong, the founder of Jinli Company at the time, and it was a moment of great competition with OPPO and Vivo. It is calculated on the basis of GDP per capita, in more than 30 administrative regions across the country. Yunnan is only a little more than Guizhou. It is the second poorest region in the country. The province has 46 million people and 65% of them live in rural mountain areas. In this market, it made the first place. Jinli Channel showed no input of OPPO, Vivo's combat effectiveness. However, on the eve of the Spring Festival in 2018, Deng Bin had to negotiate with the following brothers to discuss the situation. He could not only act as an exclusive agent for Jinli, but he could introduce the brand of Hisense mobile phone and the possibility of dual-brand agency. He fell into office since 2007. Jin Li channel leader since the most The big dilemma, 'About Jinli's public opinion brought us a lot of pressure on the terminal operation. ' After the Spring Festival, years ago, the Jinli and Hisense dual brand operation started. The Haihai tactical alarm bell phone industry started from Leshi arrears to upstream suppliers. Some suppliers in the industry were frightened. On January 16, 2018, some media began to report that 41.4% of Liu Lirong, the chairman of Jin Li, was frozen by the court. After the component supplier O Feiguang applied for payment to the court due to Jin Li’s arrears, it saved some assets. Next is a variety of news involving Jin Li’s Chairman Liu Lirong himself, layoffs, etc. Deng Bin felt that “as long as it is not a good thing (message), it is a bad thing (message).” Deng Bin judged that for consumers, This kind of negative news has little impact. The problem lies in the terminal channel, sales level, 'these customers of the terminal' - customers who sell mobile phones are worried that if Jin Li has problems, inventory and sales of mobile phone repairs, what will happen after the sale? There was a shortage of goods, some requested a return. The pressure was transmitted to Deng Bin here. Although industry veterans believe that Jin Li's channel has been 'changed' as an example, The mobile phone industry intensively opened stores when overall growth slowed down. The tactical crisis in the seas. Wool is out of the sheep, and the decline in sales can not support so many people. In 2007, Deng Binchu served as general manager in Yunnan and was still in the era of functional machines. There were only two or three people. After 10 years of development, Yunnan sold more than 6,000 people last year. 'Yunnan has a very simple strategy. It is a tactic of the sea.' Deng Bin said.
In the fiercest competition, market competition is fierce and intimidating. In the store, the opponent has added one more person. Deng Bin has demanded two more people. The opponent has added a product pile (display of a bunch of products). He has to put two; The opponent gave the merchant 50 yuan for the display fee. He would increase the price to 60 yuan to grab. The market bloody smell made Deng Bin, a special commander, to order - 'first shoot, then aim.' In Kunming, sales accounted for local In half of the small Ximen business district, Deng Bin has invested more than 200 promoters; In a tourist street in Dali Ancient City, the orange-colored inflatable arches representing Jinli retail outlets are separated by 20 meters; In the highland city of Shangri-La, Jinli is established with local dealers. The first brand experience store. In order to encourage the enthusiasm of the staff, Deng Bin introduced the Management Continuity Unit. In 2016, the staff had more than 370 people holding shares. Everyone needs a prospect and needs a better platform. A better future. However, the sea tactics have a big drawback. They can share happiness and can't share in trouble. When the product innovation is not enough, the user's change of pace is slow, and when the sales volume drops, there is one more loss per person. In addition, Deng Bin also implemented a very costly indemnity model in Yunnan. In order to give dealers confidence, Deng Bin promised that dealers can purchase goods and sell them, and they can unconditionally return and exchange goods. Wei Bin sells the goods at a price difference from Deng Bin. The team made up for it. To this end, a total investment of 1 billion was invested in 10 years. At the same time, the brand investment cost for distributors reached 800 million over a 10-year period. From the 2G era to 4G, investment is always the same. Several inputs are stacked unchanged and sold out. The number of products has declined, and the cost for maintenance has to be cushioned by ourselves. 'Now, some of the missing parts, I own parts, I want to protect the stability of Yunnan. Some customers feel that there is a problem, I give him a price adjustment, some goods do We can't sell it, it's time for me to retreat, and I now become self-recycling. 'Deng Bin has tossed water into Deep Web. He said, 'I have done so for many years. I'm still responsible for this responsibility.' With the advent of price wars and dual-brand operational difficulties, Deng Bin thought of accessing Hisense mobile phone brands. 'Double-brand operation, Jin Li's normal operations, and Hisense's acceptance of this approach have also done. Market environment changes, the cost of doing a brand to the overall company and Operation can not support, must There are some supplements. 'Deng Bin said. For 10 years Jin Li Deng Bin, this is a major decision. How to discuss this matter with Chairman Jin Li? Deng Bin told Tencent "deep network", 'There is no organization Meetings, this matter is not a problem that can't be talked about, it may have become a kind of acquiescence. 'In fact, Tencent's "Shenzhen" learned that Hisense team began to reverse the market overweight mobile phone business at the end of last year. Yunnan Jinli accesses Hisense and Not the first company, Hisense people are looking for Jinli channel agents in many parts of the country. Like everywhere else, Jinli Yunnan Sales Company is an independent legal person and does not share capital with Jinli Corporation. It is solely responsible for its own profits and losses. Due to pressure from the market, Deng Bin had to keep up. First of all, it was a familiar price war outbreak expectation. Let Deng Bin prepare in advance. At the product level, Jin Li Mobile released eight full-screen mobile phones in one breath on November 26, 2017. From 999 yuan has been pulled up to the high-end business flagship Jinli M7Plus, 4399 yuan. In OPPO, VIVO and Huawei mobile phone companies focus on resources and energy to reduce the model, build quality, when Jin Li is counterproductive However, a variety of products pushed together will only confuse consumers, and I don't know how to choose them. It is worth noting that there are Meizu mobile phones, a new machine for each month in 2016, with a bad ending, and layoffs in 2018. This becomes a rule, when one When the company didn’t know which mobile phone to use, it piled up a bunch of products. The result was also obvious. The company would receive market education. From dual cameras, large screens, full screens, to screen fingerprints, people Face recognition, etc., Jin Li mobile phones are not always the leader and smooth guider. Deng Bin also feel that the price war is already on the verge, technological differentiation above, some others you have, can also be made, similarities and differences. 'This year, all manufacturers will The price-performance ratio is extremely extreme. '4G has been in nearly three years, the replacement of people are finished. In Deng Bin, now look at a lot of manufacturers not only did not increase configuration, but the price is high, may be the entire supply The cost of the chain, 'My feeling, this year's overall market volume will not be too good, the cost-effective strategy comes out, everyone's survival pressure is relatively large.' He noticed a phenomenon, the new handset manufacturers pricing began to decline. For example, 3 On the 20th, Lenovo released the new Lenovo K5, priced at 899 yuan (3GB+32GB), there are also 699 yuan and 799 yuan mobile phones. Those released in the first half of the pricing of more than 3,000 yuan in the mobile phone, 'price can persist for a long time to see "As for Hisense mobile phones, the market did not hear anything before. Now it seems that there is a big move in the next round. It is understood that there are various price segments on the mobile phone market of Hisense, which is similar to Jin Li. However, Deng Bin is optimistic about Hisense. He believes that Hisense's culture is very pragmatic. He has done 3 years of preparation for the 5G R&D. Next year, he may be the first manufacturer to introduce 5G products, which may lead to overtaking. Specifically, Deng Bin was established. A new company docked with the Hisense project. 'The follow-up approach is similar to the previous operation mode. This year's sales volume in the entire market is not particularly booming. It is more cautious than before in terms of investment and operation.' Deng Bin said. Currently, it has already been done. In one month and March, the total sales volume of Hisense mobile phones in Yunnan exceeded 10,000 units. Finally, Jin Li Group said that the Jinli Group issued an announcement on April 2 that it was taking layoffs to reduce costs and attracting funds to protect production strategies. , Calling for more time for the community to spend time with Jin Li. Dun Bin's tone is intertwined with helplessness and humiliation of a kind of feelings, 'Gin Li still thanks for many years of support, we will always do a good job Jin Li, all brands are also We are acting, we have not forgotten Jin Li. 'But, 'We need to diversify and walk away,' said Deng Bin, 'or the overall scale is difficult to support.' Perhaps this indicates that there will be a big wave of channels under the domestic mobile phone line.
Tencent "deep network" Bu Xiang