It’s also burgeoning, and its death is also rampant. For 2017, this company, which is still applying for IPO listing and ranking first among the second-tier mobile phone brands, has experienced serious problems in the past years. The capital chain crisis, so that it has entered the predicament of having to stop production, lay off employees, and even kneel on the edge of bankruptcy.
On July 14, 2018, Gionee announced that it has set up a restructuring team to formulate a restructuring plan in the next few weeks, sign a restructuring agreement with investors, and publish detailed restructuring contents.
Although Jin Li did not disclose the specific information of the investors, at the creditors meeting in May, his financial director He Dabing has released a signal that the other party is a state-owned company with a registered capital of more than 80 billion yuan. The company will fully take over the shares held by the shareholders of Jinli, and fully accept the assets and liabilities of Gionee, and carry out the acquisition and restructuring of Gionee.
It is reported that the previous debt of Jinli has exceeded 20 billion yuan. At present, Chairman Liu Lirong holds 41.4% of the company's shares, and former president Lu Guanghui holds 20.5%.
Previously, Gionee has tried to save itself by layoffs, selling assets, etc. In April, Gionee issued a description of the situation of Jinli Industrial Park, including the introduction of partners to maintain the sustainable production and sales; introducing strategic investors, for enterprises Money transfusion; and layoffs and sale of assets, access to creditors, etc. Subsequently, Jin Li layoffs reached 50%. At the end of June, the Indian media broke the news that Jin Li is negotiating with local Indian companies and is expected to have a 74% stake in the Indian mobile phone business. The price is 22-25 billion rupees, sold to Karbonn Mobile, and 26% of the shares remain in the hands of the Indian shareholder Vohra family before Gion. If the negotiation is successful, Gion may withdraw from the Indian market. In fact, in recent years, Chinese mobile phone brands are India's performance is eye-catching, Gionee has also had outstanding performance, and once won the first place in India's market share. On April 26, Gionee also held a new product launch conference in Delhi, India, and released two mobile phones, Gionee S11 lite and F205. The new product was characterized as a shock to India, the low-end offline market, and the first shot of the New Year’s overseas market. If the sale of assets comes true, it may become 'making clothes for others'.
In fact, with many years of brand precipitation, Jin Li is still regarded by many people as a product with excellent quality. An old user said, 'In the past, my Jin Li mobile phone can last up to 22 days, and the level of resistance to beating is comparable to that of Nokia, so this is The impression of the brand has always been good. In recent years, everyone has changed their smartphones. The news about Jin Li is not heard much, and misses its super battery life.
With the rise of China's mobile phone brand in the era of mobile phone intelligence, in the pincers of Huawei, Xiaomi, OPPO, vivo and other brands, Jinli's living space has been further compressed, product innovation is outdated, and it is necessary to increase marketing efforts. The media said that 2016-2017 Jinli marketing expenses will reach 6 billion yuan, which has become the fuse of the financial crisis.
The reorganization, whether it can become a chance for Gionee to 'reverse the counterattack', is still unknown. However, for the identity of the investors, everyone is making some reasonable guesses. Currently, it has close contact with the mobile phone business, and the registered capital is 80 billion yuan. The above state-owned companies are China Mobile, China Unicom and China Telecom's three major mobile communication operators. Among them, China Mobile has a registered capital of 300 billion yuan, China Unicom registered capital of 87.269 billion yuan, and China Telecom registered capital of 158 billion yuan. With the hint of 100 million yuan, China Unicom is more likely to enter Jinli. Relying on the big tree to enjoy the cold, we will continue to pay attention to the follow-up news of Jinli restructuring.