The Beijing News reporter contacted Jin Li on April 11 regarding the matter. The other party said, 'From April 10th, we communicated with some employees and negotiated the termination of the labor contract. The termination of the contract fully respects the employees' wishes and accepts the 'N+1' compensation agreement. , Will go through the formalities in the near future; If you want to stay, you can continue to work in your position. ' As for the proportion of layoffs, Jinli stakeholders are not clear.
Jin Li’s crisis began at the end of last year. At that time, Jin Li was exposed to the failure of the supplier’s arrears and the funding chain was broken. It was reported that Jinli’s debt owed more than 10 billion yuan in total, including RMB 8.6 billion in arrears to the bank, and nearly 4 billion in arrears to suppliers. yuan.
After the factory laid off 50% of staff, Jinli headquarters also lay off workers significantly.
“The notice of layoffs received around 5:30 pm on April 10th. 'Tian Feng (a pseudonym) of Jin Li’s headquarters R&D department told the reporter that the company will compensate the retrenched employees in accordance with the 'N+1' standard. 8 months. Take an employee with 4 years of work as an example. The compensation is 5 months salary. This money will be paid to employees in 5 months. If it is an old employee with a working life of 10 years, you can get 11 Months of compensation, this money is paid to employees in 8 months.
Li Ming (a pseudonym) of Jinli headquarters also received a notice this week. If you do not accept the above plan, you can stay and continue to work. 'But the company does not have the money, and there is no way to accept it.'
On the afternoon of April 11, Tian Feng received another notice. If he agrees to the plan, he can receive the resignation transfer form on April 12 and complete the resignation process within three days. If he does not sign the agreement within two days after receiving the notification, the default will remain. The company works, as to whether there will be layoffs in the future, the list needs to be reviewed.
This is not the first time Jin Li lays down staff to save himself. On April 2, Jinli Group official Weibo released information saying that the company had issued a document on March 31st to terminate the labor contract through consultation with some employees in Dongguan Industrial Park. Future Industrial Park will retain About 50% of employees ensure the normal operation of the production line.
Tian Feng said that the proportion of layoffs in his department is about 50%. 'Some departments have reached 80%-90%. I think 50% may be just an average. Some 20-plus departments will stay. Two or three, but also some of the entire department have cut off the '.
'Before the Ching Ming Festival, each department had already calculated the issue of personnel's stay.' Tian Feng told reporters that on April 10, the person in charge of the department informed him to leave the company. The compensation was paid in 8 months and he was required to pay him. Answer the agreement immediately or disagree. 'Employees with short working lives may feel indifferent. Employees with long years are not very willing. The main concern is that if the company's business is not in a good condition and it cannot pay the balance at the agreed time, what should we do?'
He told reporters, 'The company has difficulties now. I can accept it in 8 months (paying compensation). Members are still mainly concerned that the money is not in place. ' Li Ming also has such concerns: 'If you leave Shenzhen in the future Now, there are problems, but also specifically come back for money. Employees are not willing to take this risk. '
Some stores have lower sales, some are out of stock
"Jin Li is gone. Look at something else." On April 10th, when the reporter came to the mobile phone area of GOME Beijing Xibahe store, he was told by the sales manager that 'the last shipment before the Spring Festival, and then it will be No, now there is no Jinli mobile phone'. He said that Gome's Jinli mobile phone counter is the official direct supply of Jinli, and other stores in the country's Jinli mobile phones are also facing out of stock.
"You don't want to wait, it's better to look at other brands," the sales executive told reporters, Jinli did not explain any reason for the shortage, nor did he tell when it would continue to supply.
The reporters saw in the store that most of the other mobile phone brand counters in the store had dedicated sales personnel. The prototypes displayed on the display stand were mostly real machines. However, the Jinli counter did not have a dedicated sales staff. The display prototypes were also It is a simulation model.
The reporter also visited the Suning School of Electrical Engineering and the Gome Shuangjing No. 2 store in Beijing. There are no salespersons in the Jinli counters of the two stores, but the sales staff of other brands indicated that Jinli’s “King Kong” 'S series’ and other types of mobile phones. In stock.
'No clerk is because I can't afford it', the above sales director introduced the sales situation of Jinli mobile phone to the reporter. 'In the past two years, the sales of Jinli mobile phones are relatively common. In the first-tier cities, Jinli mobile phones are not attractive to consumers. Relatively cheaper models are less competitive than other brands.
'The number of people who asked Jin Li was particularly low. Since I opened the store, I only sold two Jin-li mobile phones'. Mr. Tang, who opened a three-year mobile phone store in Changsha, told the Beijing News reporter that 'Jinli’s market share is too low, and there is no selling.' The salesperson at a Jinli counter in another mobile phone store in Changsha told reporters that in 2014 Jinli’s mobile phone will have sales of forty to fifty units a month. Since then, sales have been less than one year in a year. 'Now the boss will hardly enter the Jinli mobile phone. Said to remove the cabinet. '
Tian Feng is not surprised at the market sales of Jinli’s mobile phones. He said, “The mobile phone industry is very competitive, and it is common for employees to work overtime. But last year suddenly the project progress was not hurried. In December, there were some media reports. There was a problem with the company, and later there was a supplier to the company for money.
A former Jin Li mobile phone salesman Yang Lei (a pseudonym) told reporters that relatively easy to sell Jin Li mobile phone is the main King Kong series cost-effective, 'to buy this model's consumers are mostly middle-aged'.
In the second half of 2017, Jin Li began to push the market for young people in the store, which was slightly higher than the S-series. This caused Yang Lei's sales of counters to deteriorate. 'Young people do not feel much about Jin Li's brand, ' Yang Lei pointed out that the young people market is dominant. The strategy has caused his stores to lose middle-aged and old-aged consumers, but has not ushered in more young people.
Where did the Jinli crisis come from?
Established in 2002, Jinli is an established domestic mobile phone manufacturer. Although Jinli Mobile has never been among the first camp of mobile phone brands, it has also been extremely popular. Please call for Andy Lau's endorsement. The sales volume is tens of millions per year. Chairman Liu Lirong is highly eloquent in front of the media. However, Jin Li may indeed have encountered the most difficult time in 16 years.
How did Jin Li come to this stage? There are multiple versions of the company's internal circulation. Tian Feng believes that if Jin Li’s operation is stable and stable, and it does not do some rash things, there will be no big problems.
Another Jinli employee told reporters that 'Jinli had gone a few detours in the past two years. Before the young fashion did not do this, behind the main business, the main life, security, I think go more correctly, in the industry is still relatively Well-known and featured. '
Regarding the reason for the Gyeonggreas crisis, communication expert Kang Yong believes that Jin Li overestimated the sales volume of his flagship product. Last year he advertised heavily, and the final sales volume was not very good, causing a backlog of products and wasting money. In addition, the construction of the building Take up a large amount of funds and cause cash flow difficulties.
Insiders told reporters that the problem Jinli encountered today is not a conventional decline, it is sudden, it is not a simple inventory pressure and steps are too big. Tian Feng believes that Jin Li’s sales in the industry Is not vulnerable, sales ranking is still the top 10. Can not be caused only by inventory, there must be other reasons.
In January of this year, Jin Li’s Chairman Liu Lirong was exposed to a 41.4% stake that has been frozen by the court from January 10, 2018 to January 9, 2020. The freezing period is two years. Jinli Company responded that since the current incident has Into the judicial process, the company will not respond further, the company will actively cooperate with the judicial work, as soon as possible to resolve the matter. Prior to this, Liu Lirong once ran into rumors of gambling in Macau, Jinli later issued a statement denied.
According to the Tianxia investigation, Shenzhen Jinli Communication Equipment Co., Ltd. has a total of 18 shareholders, all of whom are natural persons. As the founder of Jinli Company, Liu Lirong holds 41.40% of the shares, and is the company's major shareholder, chairman, and legal representative.
Can a broken arm self-rescue make Jin Li’s “back to life”?
In 2018, Meizu also reported layoffs. Jin Li and Meizu were unfavorable year after year, reflecting the anxiety of the mobile phone industry.
The first handset research institute Sun Yanxi believes that 'the mobile phone market is becoming more and more fierce, and the momentum of the entire mobile phone industry is not very good. In 2017, the entire domestic market experienced a decline, and there is also a pass that last year was a non-comprehensive screen to a full screen. Transformation. Jin Li’s investment in marketing is too large. The industry is changing and declining. Several factors add up to the crisis of Jin Li’s. Jin Li’s is not in the defense but is in an offensive situation. In this case, the capital turnover will be under pressure. . '
Sun Yanxi believes that at the end of 4G, the homogeneity of the entire market is very serious, so the market fights are often speculation and marketing. 'Jinli and Meizu are not the first camp of the industry, but they are also the second. The vanguard of the camp, the Chinese market is too focused, so once the Chinese market fell under fierce competition, Jinli did not respond to the move. Huawei, vivo, OPPO overseas layout is better, to a certain extent, the risk of declining growth rate of the domestic mobile phone market Mobile phone R&D costs are very large. If there is a joint allocation of the Chinese market and overseas markets, this pressure will become smaller.
How does Jin Li go out of the crisis? Kang Yong thinks that it is necessary to start from three aspects, to terminate expenditures, to revitalize existing capital, and to introduce foreign capital. 'First, we must try our best to clean up the inventory and how much money we can return. Secondly, the task of building the existing park, etc. Cooperate with others as much as possible, and R&D should not come all by yourself. The third is to find financing parties, sell equity, or cooperate with local governments.
Jin Li also thought of a similar approach. In an interview in January this year, Jin Li Chairman Liu Lirong said in an interview that there are three steps to solve the capital chain issue: 'First, introduce partners to ensure production and sales, and the market has a future. Second, the introduction of strategic investors, replenishment of funds, increase credibility; Third, the sale of assets to repay debt, to obtain creditor support. '
Tian Feng is still confident that Jinli has survived the crisis. 'With so many years of accumulation, the boss's man should be able to survive the crisis. I think the boss's reputation is still good. If the boss sells shares, the problem should be small. As long as the boss can Fundraising. Someone is willing to take over, and the debt is returned. The crisis is not significant. 'But there are other employees who think that it is difficult for Jin Li to return to life.
Beijing News Reporter Ma Yi Yang Yan Intern Yang Ting