After the growth of the domestic market has basically stagnated, the overseas market has become the sole reliance of Jinli's mobile phone business. However, at present, Jin Li seems to be unable to keep this 'self-reserved land'.
Recently, the Times of India reported that Karbonn, the local mobile phone brand in India, is negotiating to acquire Gionee's business in India, including Gionee India; In addition, Karbonn is still seeking to obtain Gemley's 10-year brand license in India. The total value of the proposal is around INR 0.25-2.5 billion (about 192 million yuan - 240 million yuan). The deal is expected to be officially announced in the next few weeks.
Karboon is one of the four traditional Indian mobile phone manufacturers. Before the Chinese manufacturers entered India on a large scale, the Indian mobile phone market has long been in the pattern of 'Samsung + four local manufacturers (Mircomax, Intex, Lava, Karbonn)'.
Gionee has achieved remarkable results in India. According to Gionee's official data, Gionee's mobile phone shipments in India reached nearly 4 million units in 2014, equivalent to the total sales of all other Chinese mobile phone manufacturers in India. Most of the time, India The market contributed nearly 70% of sales to Gionee's overseas business.
Gionee has unique advantages in the Indian market: Gionee has done ODM OEM work for many Indian brands and is very familiar with the Indian market. In addition, Gionee Mobile has accumulated certain offline channel resources in the era of functional machines, while Indian mobile phones The market happens to be dominated by offline traditional channels.
However, as the financial crisis of Gionee broke out at the beginning of this year, their overseas business was also affected. Interface reporters learned that earlier this month, Jinli’s Chinese employees in India were withdrawn from the country, citing ' Business is difficult to continue'; Jinli India CEO Chang Shidan has also left, Indian entrepreneurs, Arvind Vohra, former general manager of Gionee India, took over his position.
It is worth mentioning that, according to the Times of India, Arvind Vohra also participated in the sale of India's business in Jinli. He and Karbonn jointly played the joint purchaser of the transaction.
In addition to the company's own debt problems, Jinli has also suffered strong challenges from Xiaomi and other brands in overseas markets.
Although millet entered the Indian market relatively late, it has become one of the major forces in the Indian market by virtue of its ultra-high cost-performance ratio, and it has successfully turned corners. The latest data from market researcher Counterpoint shows that in the first quarter of this year Millet's market share in India reached 31.1%, ranking first, surpassing Samsung by nearly 5%.
A few months ago, the interface news reporter once went to India to investigate the local mobile phone market and found that the cost performance is still one of the top considerations for local users. This provides a good foundation for the development of Xiaomi.
In addition to Xiaomi, OPPO, Vivo and other brands are also welcomed by Indian users with their superiority in photographing and other advantages. In contrast, Jinli’s products lacked a clear selling point, experienced a brief glory and lost ground in the Indian market. According to the data from Counterpoint In the first quarter of this year, Jinli's ranking in the Indian market has fallen out of the top five, and it has been included in the category of 'other brands'.
On April 26 this year, Gionee, who has faded out of the domestic market, chose to release two new mobile phones in India this year, but this is the last two new products released by Gion in India. The domestic financing problem is still pending, and now it has lost the Indian market. 3. Jin Li’s road to revival is even more bleak.