Jin Li Mobile: Slowing down the pace to change the sea tactics

In 2012, the Chinese mobile phone market opened up, especially the domestic mobile phone brands. With the expansion of the territory, profitability is a problem. How to find a balance between shipments and profits? Yesterday, Lu Weibing, Executive Vice President of Jinli explained the road to transformation of this Chinese mobile phone company. In 2013, Jin Li's pace was to slow down and change the past tactics of the sea.

It is understood that in 2012 Jinli launched about 40 new mobile phones, but this year it will be halved. For 2012, which was just past, Lu Weibing lamented that the technology evolution of the entire mobile phone industry is too fast. All mobile phone vendors are immersed in the speed of hardware renewal you chase. For Jinli, four generations of products were released this year. Lu Weibing judged that this year, his colleagues will return to rationality and advance toward the fine line. In fact, the current HTC, Motorola and other industry leaders have abandoned the past tactics of the sea, the number of products has shrunk dramatically, and Huawei and other companies are also moving closer to the boutique strategy.

Lu Weibing pointed out that in the face of increasingly thin mobile phone profit margins, there is no need to sacrifice profits for the sake of scale. The key is to do a good job of segmenting the market. This is the core of profits. The company sold about 24 million mobile phones last year, of which the domestic market digested 14 million, this year's sales target is 30 million, and overseas to expand its own brand. In fact, the company's Dongguan production base currently has an annual production capacity of 40 million, and will have a capacity of 80 million units/year after completion.

Lu Weibing believes that this year's quad-core will become the standard for high-end mobile phones. In Jinli’s product planning, quad-core accounts for a large proportion. Last weekend, the company released the price of its first quad-core mobile phone with a price of 2,1,799 yuan and hopes to become the universal player for quad-core mobile phones in China. The company has cooperated with China Unicom in sales of more than 2 million Fenghua 1 and hopes Fenghua 2 can exceed this figure.

At the same time, e-commerce channels will also be one of Jin Li’s offensive priorities this year. It is understood that Fenghua 2 has begun cooperation with Jingdong Mall. At the end of last year, the company established a special e-commerce division.