Chapter 1004    Sigh

Today's mobile phone circle means more fierce competition.

The most unexpected thing is that a player who is the least likely to be eliminated is eliminated.

This player is Duoke mobile phone.

How brilliant is Duoke mobile phones when they were brilliant, and even sponsored top football games abroad. But it is such a mobile phone manufacturer. In 2004, the sales volume of mobile phones was less than 1.8 million, and most of them were low-end mobile phones. When Chinese mobile phone users had exceeded 300 million, Duoke mobile phones globally shipped less than 2.5 million units, and they bragged about how to innovate technology.

Not only that, in September last year, Duoke acquired a football team of A-B in Guangdong Province, renamed the Duoke team of Guangdong Province, which ranked seventh in the B-B that year. In 2003, Duoke sold a total of 2.2 million mobile phones. After sponsoring the Premier League, it also achieved results in overseas markets. Duoke's products were successfully exported to Hong Kong and Southeast Asia. A total of 300,000 units were sold overseas, but the net profit was only 40 million yuan, a decrease of about 30% from 2002. The reason behind this is the decline in prices, the large-scale expansion expenditure of Duoke, and the impact of counterfeit mobile phones.

That’s right, even the mobile phones in China have been greatly impacted by counterfeit mobile phones.

Often, a new model of mobile phone appears, and a counterfeit mobile phone can make a counterfeit mobile phone with the same appearance, and you can't do it yet - because it is made by a personal store and not a large-scale production by a manufacturer, you have no place to sue. Not to mention the current mobile phone, even if it is Apple in the previous life, you can't do these counterfeit mobile phones.

Even though they know it is a copycat machine, some people want to buy it. This is why Chinese people are very proud of their face.

Therefore, with the decrease in profits, the impact of counterfeit phones, and the strong attacks of other brands, Duoke mobile phones have long been riddled with holes and no longer their glory. In addition, after the millennium, a large number of new domestic mobile phone manufacturers and their products began to appear in the consumer electronics market, and most of these manufacturers have a clear common feature, transforming from home appliance manufacturers, such as: Lexin, Donglai, Fangda, Haijia, Chuanger, Xinhong, Kangxin, Xiachang, etc. Most of these manufacturers hold the home appliance sales network that has accumulated for decades, and their rapid market distribution capabilities have become the killer move for new brands to win. Duoke has been following the dealer agency model for many years, and its competitiveness has begun to become less obvious at this time.

Coupled with the impact of veteran mobile phone manufacturers such as Rainbow, Lexun, Feigao, and Yubo, Duoke's situation is becoming increasingly difficult.

Therefore, before 2004, Duoke was forced to helpless. It was also because it was in a difficult situation that it had to launch several independently developed models. However, in the long-term imitation, Duoke did not form its own target consumer group and product characteristics, and went very blindly, consumers were not hurt, and at the same time, the higher prices also scared consumers.

Therefore, the move to launch a new model did not reverse the decline in market share. Duoke itself also gradually disintegrated due to the models and OEM provided by Sangxing, etc., and slowly, when a product was developed, the market enthusiasm had long receded. The lack of differentiated Duoke independent brand mobile phones and high-profile multi-key mobile phones began to sit on the bench in the consumer electronics market. Over time, both shipments and market share declined. It was in this year that Duoke's accountants gave a conservative opinion: the debt-to-asset ratio has reached 84.84%, which may bring hidden dangers.

In fact, Duoke has not taken self-rescue measures. For example, in the autumn of 2003, Duoke led to an agreement with Duoke. Some of the models bought out by Duoke cannot be sold in China, but the problem has not been fundamentally solved. The parallel mobile phone of Duoke is too impactful, and success or failure is also a failure. This is something Duoke never expected.

The most funny thing is that Sangxing, a Bangzi Country Company, has obtained the domestic sales license of GSM in a low-key manner, objectively weakening its dependence on Duoke Company. However, Sangxing's CDMA production and domestic sales license have not been obtained, which is also an important reason why Sangxing Duoke has been in good cooperation since its establishment.

But in fact, Duoke doesn't have to worry about anything in the joint venture. Although Duoke's shares in the company were 51% when the joint venture was registered, it was actually Sangxing never let Duoke intervene in production and operation, and Duoke is also willing to collect dividends every year. It can only be said that Dada Factory is a big factory, and Jiang is still the old one, and Sangxing has also kept several moves.

At the end of 2003, Duoke had already fallen from the top 10 at the peak of China's mobile phone market. More than 90% of the dealers in the lower level were unwilling to sell Duoke mobile phones. First, the price was expensive, and second, the price was not guaranteed, which hit the most of the dealers' confidence. The price guarantee policy is a common interest protection method for domestic mobile phone manufacturers to target dealers. That is, after the manufacturer actively cuts the product price, the difference will be returned to the dealers in cash or products in order to protect the interests of the dealers, so that the dealers will not suffer economic losses due to price reduction. However, Duoke is the only domestic mobile phone manufacturers that do not provide price protection.

In addition, consumers are unwilling to buy Duoke mobile phones when they learn that Duoke mobile phones have low technological content. Under the influence of multiple parties, Duoke mobile phones are in extremely difficult situation.

And the current situation of Duoke mobile phones is also a microcosm of domestic mobile phone brands?

Let me put it this way, it is not easy for Duoke to persist until 2004.

Although Duoke faced some problems in 2003, he also made more than 40 million in sales of mobile phones. Although sales volume declined and market share declined, he would not lose money. However, since 2004, Duoke's misfortune seemed to have come. Dealers whose contract expired have abandoned Duoke and put them in the arms of other manufacturers.

That's all, the most important thing is that there is news that the country will conduct macro-control soon and will tighten its monetary policy.

As a result, Duoke, which had already begun to owe the supply chain payment, immediately fell into a storm.

At this moment, the football club is also preparing to move to Shenzhen City as agreed that year. This is also a large amount of expenses, as well as the salary of coaches and players, and the funds for club operations...

All of this made Duoke breathless.

In order to make up for the supply chain's arrears, Duoke has used all his strength.

However, things didn't get better.

Therefore, at the beginning of 2004, Duoke mobile phone shipments began to plummet, and stocks also began to plummet.

Duoke officially entered a vicious cycle, successfully falling out of the top 15 domestic mobile phones, and also falling out of the top 20 in the domestic market, completely becoming orther (other) manufacturers, and can no longer be seen in the statistical table.

The current situation of Duoke mobile phones is very sad.

You should know that Duoke mobile phones are the big brothers of domestic mobile phones. The big brothers in the past have become like this, and everyone sighed. After that, everyone seized the opportunity to seize the market left by Duoke. Although the share is not large, mosquito meat is also meat!
Chapter completed!