Amoi also how far

 Amoi also how far?
Zhao Qi
made mobile phones in 2004 and 2005 through the collective winter, it seems that the brief warming trend .2006 Amoi Electronics in the first half, continue to the first reported quarterly earnings, realized a net profit of 900 million, earnings per share reached 0.02 yuan .2006 Amoi mobile phone business as the main business, the continued profitability of Amoi's performance made a great contribution. showed a profit, Amoi mobile individual profit over 420 million yuan, the profit margins compared to same period in 2005 also rose by 3.66 percentage points.
World Brand Lab and the World Executive Weekly jointly issued the 2006 Most Valuable Brands winter is over and into 2007, Amoi beginning to feel the same industry in 2005, cold, and also greater. shabby state of the report could not conceal the losses of enterprises of helplessness and anguish. again and again loss of business for the already fragile nerves worse.
According to Amoi Electronics August 29, 2007 semi-annual report released in 2007 showed the company from 1 June 2007, operating income of 1.537 billion yuan, less than the same period in 2006 42% negative growth in net profit during the first half, about loss of 3.5 billion, over the same period in 2005 was 772 million. in which the main business revenues of mobile phone products category decreased 50% year on year, LCD TV and a loss last year increase. observers believe that, for Amoi Electronics Co., Ltd. (600057.SH, the because the investigation process, many people in the industry agree that the main reason Amoi losses: the mobile phone business lost to foreign brands; LCD TV business do not have the size advantage.
a short period of three years, companies from the huge loss to change Amoi into the domestic A share market's most profitable company, to the huge loss, the company's leaders must have a good heart Caixing. Amoi president Li Xiaozhong Although the original ups and downs in the company, like a roller coaster performance in front of under pressure he can maintain a strong posture of calm, and even boasted to the end of 2007 for Amoi revival and started catching up in technology research and development on lethal short board, which allows shareholders and investors on The head of the high hopes. but in the December 22, 2007, Amoi issued a proclamation declaring Li Xiaozhong resigned as president of job, transfer to the post of chief engineer. Li Xiaozhong resignation, Lu Zhenyu, vice president of the original Great Wall Computer as Amoi Electronic president. Prior to Lu Zhenyu, vice president for the Great Wall Computer, also served as deputy general manager of TCL Computer, Hasee general manager duties.
Amoi huge loss of face, the former president Li Xiaozhong Amoi oath revival at the end of the company A8 myth gone
2001 a breakthrough year is the first year of China-made mobile phones, TCL and Bird with powerful marketing strategies obstinately in the foreign brands dominate the world mobile phone market to kill it, but the overall market share of domestic mobile phone is still in the 10 %, and this time Amoi (formerly known brand name or Xiaxin) while also offering several mobile phones, have more selling points, such as dual SIM card mobile phone, but did not leave much trace in the market, it can be said Amoi mobile phones in the industry and did not arouse the concern of many people, for the majority of consumers is a relatively unknown brand. and Amoi as a listed company's loss for three consecutive years, ST has been put on a hat, the crisis facing delisting, local sales company is laid off most of demoralization, it should be said to A8, or-break.
2001 年 10 months, Amoi A8 in unlisted, the prototype started in the circle around to show off, musical bell rang Tsui, super-slim, colorful light, delicate texture of metal , for Province on behalf of the Canadian branch of the market sales of operation mode.
2002, the Amoi Electronics with A8, A6 two models net profit of 600 million yuan that year, in one fell swoop into the black; earnings per share of 1.690 yuan, the highest first listed company in Shanghai and Shenzhen.
A8 listed in short supply after one month. almost entirely thanks to the success of this model, January-September 2002 sales revenue of Amoi Mobile 2.2 billion, net profit up 370 million yuan . the third quarter of mobile phones alone has leapt to 30 million units per month scale.
A8 models is said to come from the hands of Takeo Bell South Korea, when the panda and the waveguide because of its shape too much too give up land. I did not expect to A8 Amoi mobile phone industry in the hands of the novice, but quickly flush the country, within a year had created 2000 yuan, is all non-color screen flip phone in one of the most expensive models.
Amoi 2001 rose to 0.218 yuan per share in mid-2002 earnings per share of 1.04 yuan in the first half Amoi .2003 announced the main business income of 3.6 billion, net profit of 368 million, an increase of 180.50 percent, 331.27 percent, which is a credit to A8.
Li Xiaozhong the A8's success comes down to brand marketing, R & D strength and low-cost operation . to strengthen this advantage, the company will double the number of R & D personnel, and the factory covers an area expanded to 40 million square meters, mobile phone production line in 2003 also reached 10 million units.
summer Third Quarterly Report 2004, shows a new, third-quarter loss of 41.6378 million yuan, 0.10 yuan per share from January to September 2004 when gross profit margin of 37.76% over the same period in 2003 decreased to 10.06%, operating profit fell 56.8%, net profit declined from last year 91.73%.
Norson Telecom Consulting analyst Tina believes that technology is not dominant in the domestic mobile phone operators closer to the market than foreign manufacturers, from the beginning emphasized the appearance of change, competition had relatively large living space, it created such a myth A8. and as more and more foreign companies recognize this, once they hire more designers from the East, and marketing staff to make up the class, Amoi who started slowly this advantage disappears. And since the A8 brilliance, Amoi has not looked up the myth of Amoi A8 brutal and intense no mobile phone market continued, but Ga Yet only.
black mobile phone handset business losses of non-origin
Amoi mobile phone industry as the first to enter the domestic brands, domestic mobile phone industry has experienced ups and downs, he learned a huge market experienced a wave of anti- pressure of the first half of the heart .2007, Amoi mobile phones operating income class of 9.15 billion yuan, 50.2% lower than the same period last year; mobile phone product category gross margin is only 7.59%, a significant reduction over the previous year 15.44%. < br> Amoi in the first half of the performance report on the causes of loss to the mobile phone business compared with last year, mobile phone market conditions deteriorate further. The data show that the first half of the domestic mobile phone sales over 23 million black units, accounting for a quarter of the domestic mobile phone market about a share. black mobile phone operators on the use of some illegal means, low cost, the illegal market competition on the mobile terminal shock of the disaster. this impact, the report of the company's main product gross margin was continued to decline, shrinking production and sales , is the loss of important reasons. Amoi also done an injustice with the, the loss is attributed to the scourge of the black cell phone was also the first echelon of the waveguide made mobile phones. people feel surprised that the two are the mobile phone industry loss of large, consistent point of view so surprisingly, a great years, including Amoi mobile phone brands, including many domestic markets are facing a great challenge, but not the black Amoi mobile phones because the nature of business losses, Nokia, Motorola, Sony Ericsson, Samsung and many other foreign mobile phone brands also subject to black the impact of mobile phones, but it did not affect these foreign mobile phone brands in China's rapid development. Analysys International analyst Zhang Yanling analysts believe that mobile phones, Amoi mobile phone market deteriorated, resulting in the loss of the main three reasons.
s First, the current domestic mobile phone market has shown a saturation point, in the easily be taken away market share of competitors;
Secondly, the current mobile phone market in the end, consumers foreign mobile phone brands, ; cost-effective Amoi mobile phones, was not competitive in this regard.
Amoi top level has apparently also to some extent aware of their weaknesses, in the first half of 2007 performance report, said the second half of 2007 will strengthen Amoi the development of high-end mobile phones work, that is, based on research and development to market demand as orientation, will find the process and meet the market demand and R & D process to closely combine the relatively rapid introduction of differentiated products to enhance the level of gross margin.
Meanwhile, the LCD TV does not have scale advantages are the reasons for the loss caused by Amoi. As the major operations of Amoi, Amoi LCD TV report did not contribute to a lot of real money. Amoi report half-year results in 2007 will be LCD TV business reasons for the loss analysis, LCD television brand of sharp price cuts by the international impact of a substantial decline in gross margin than expected, combined with high marketing costs, expand production scale and make the wrong decisions, resulting in a loss last year LCD TV increase over the same period. In sharp drop in sales revenue and gross profit margin case, the company charges can not be reduced, but also cause significant pressure on business. the State Council Development Research Center of Market Economy Institute deputy director of marketing consulting 陆刃波 that summer The reason why the new LCD TV business, a loss is due to Amoi LCD TV production business, there is no ; price war, International communications equipment and technology fair. as the industry event of the telecommunications exhibition, exhibitors expensive, even in its heyday, domestic mobile phone manufacturers rarely appeared in this meeting, but this time, Amoi has a prominent position at the Museum II debut.
Amoi stretch at the meeting showed support WCDMA/CDMA2000/TD-SCDMA 3, respectively, the three 3G mobile technology standard, and 7 megapixels mobile phones, these phones are the results of research and development for three years at Amoi .
, said in an interview, Amoi is about to start a real high-end war.
in marketing strategy, Amoi mobile phones into the market they want to be a market strategy to avoid the brutal price war. A8 Amoi periodically to help achieve this objective: innovative design in Korea, 3800-odd pricing, introduced in 2001, when indeed been the , New Wave, function is not a qualitative leap in the premise, trying to keep the shape of consumers for the new promotion of the funds, but also did not curbed its decline from the peak of the tide A8 .2003 by the end of the beginning of 2004, new listings will replace mobile phones, A8 as a pillar, in the configuration high-resolution camera and PDA functions of the foreign brands mobile phones continue to enter the market situation, Amoi priced at 2,500 yuan or more can not afford to provide basic phone sales to .2004 in July, the 19 models that can support the market Amoi mobile phones, uniformly pushed to the 2,000 yuan price range.
2004 in the first half, Amoi profits fell last year compared with 76.48% in the third quarter, even the huge loss, even worse, in 2004 by the international manufacturers of domestic mobile phone manufacturers were forced to squeeze the tragic price World War II, has been slow to lower prices Amoi not immune to the so-called does not return, and no technical support can not withstand the high-end strategic market scrutiny. Now, Li Xiaozhong is defined on the high-end 3G, GPS, and stock mobile phone, and two years ago is already different. This time, Amoi's efforts in technology research and development to ensure its smooth running and high-end strategy for success? We have no reason not to believe, but we still have reason to be skeptical.
rebuild brand image in order to break
2007 Amoi on July 28 started full opening of the new brand identity, new brand slogan is: feeling the future.
2005 年 9 months, Amoi signed to obtain Hunan TV Li as spokesperson. Since then, this quagmire in the domestic mobile phone companies are struggling to hand in the luck seems.
2006 reported a first quarter, Amoi has achieved profitability. Amoi launched ; Chi Shuai -30%. Prior to this, another series of endorsement by the Li After signing endorsement Li, with Li Yuchun Amoi fan club often have communication and interaction. to do. ; but this investment, at least in the industry view, not a great success of the investment, perhaps, the success of Super Girl Li Yuchun is already in the Amoi loss hard to dig trenches and then a handful of real money. < br> Amoi people are familiar with, do not forget that the summer of 2003 the vigorous field . new logo mm company name, change out. but the world changed hands move, remove a double attack, Amoi mobile phones is difficult in the attempt to break through again. and diversification strategies mm Amoi mobile phones, LCD TV and notebook computer noted that the new opening of the logo is Amoi industrial environment in order to better adapt to change, user needs change, and made their own development of major initiatives. Amoi said the new logo conveys the visual design of free and open, positive , a sense of vibrant energy, the new brand slogan mm touched the future, expressed as a cutting-edge enterprise Amoi enterprising and innovative spirit of enterprise. The new logo design inspiration from the red icon the shape of the tripartite work, metaphor Amoi expectations with partners, consumers feeling the next three together.
hot, or hot in recent years, mobile phone, car heat, 3C hot, 3G heat, LCD TV, heat, Amoi hardly let any one boom. and this also makes the transition to a diversified strategy did not do a good job Amoi main business, risk-resisting ability is very weak, a sign of trouble, it is very vulnerable to injuries.
comeback
trying to take advantage smartphone smartphone market in the past few years, fast enough, a very important reason is price too high, its price is often more than ordinary mobile phones more than doubled, resulting in the pricing of its products and its brand image by supporting a serious departure from the brand appeal, exceeding the expectations of consumers. But with Texas Instruments, Microsoft and other vendors to the upstream , smart phone chip and operating system licensing fees have dropped a lot. In this case, the domestic mobile phone manufacturers have played a smart card, which will have to go in front of Amoi. Xiaxin Xuan said to enter the smart phone, will hold high the has high hopes for smart phones, said its president Li Xiaozhong, Amoi Smartphone product line through strategic product development of the company, but also Amoi bottomed, round showdown with the international brands the main product line. its smartphone Sincere the heart is evident.
Li endorsement of its ; but also on Amoi's NEWPLUS operating system raised the question that this is only a semi-intelligent systems. Such statements have enabled Amoi in the purchase of the consumers such a question: and the Palm system is the industry recognized the four major smart phone operating system. these types of operating systems with a high degree of scalability and compatibility; are available through third-party software to extend the use; the same time, hardware requirements are relatively high. smartphone is a new thing, cell phone manufacturers are high hopes that this product will be out of homogeneous competition, out of the Red Sea of the weapon. Unfortunately, some domestic mobile phone manufacturers to get rid of illusions mislead consumers through lower profits, but not really do to meet consumer demand.
2007 年 Amoi to demonstrate that their intentions in the smart phone, Amoi and Microsoft with a high-profile launch of the 6 mobile phone using WINDOWSMOBILE5.0 system, so that the formation of the Amoi intelligent system with four co-existing models, also have their own system is constantly improving, Amoi or engaged in independent research and development efforts. combined with the system before the introduction of intellectual handsome, you can see, the future of the smart phone system Amoi will not only include the upstream vendors of intelligent systems, will also include their own development NEWPLUS systems, multiple platforms complement each other, which is the practice internationally popular.
now, the industry most concerned about is, A8 has been a miracle can not be reproduced, From the huge loss, giant earned, to the huge loss, which in other enterprises the impossible to miraculously Amoi body in all, this car-like ride mountain taste, perhaps only experienced such turbulence Amoi to enjoy the ups and downs, and one in which the taste. as the new president Lu Zhenyu Amoi Amoi what means to revive? Amoi and the Renaissance to date again? Amoi also how far the road? If you do not A good environment and support the wrist one is, it is difficult to blowing hot and cold. In today's China, no one dared to intimate knowledge of their own making, are gambling, but gambling requires vision and courage.
the current situation for Amoi Electronics is the new President Lu Zhenyu pressure. Lu Zhenyu of the former executive vice president of China Great Wall Computer, allegedly was the master of the Great Wall computers .2006 losses, the Great Wall whole business has 7 years of the first losses .2007 the first three quarters of revenues 3.19 billion yuan, up by 22.8%, gross profit and operating profit year on year increase of 19.9% and 34.3%, Lu Zhenyu is considered to play an important role in one of the characters. but this has been flagging in the Amoi filling of the business before them to take what strategy to achieve the turnaround and ongoing operation Amoi, and the majority of shareholders to the Board an explanation, is placed in front of the most important tasks Lu Zhenyu.
where Paqi. enterprises, foreign-funded enterprises top management, with a wealth of market planning, marketing communications and business management experience. on the phone Internet automobile industry has nearly a decade of work experience. long-term commitment to channel marketing, brand management, public relations and communication, etc. the field of combat operations. has in shaping the brand features, integrated marketing communication, public relations management, career planning and other aspects of a number of revolutionary new ideas. published monograph, Web site marketing management and financial magazines columnist.