In 2008, the mobile phone market had not yet entered the era of smart phones, and major brands competed with each other, and Gionee successfully broke through and became the champion of domestic mobile phone brand sales that year.
Gionee's founder, Liu Lirong, has attracted a lot of attention with the success of the brand. His experience can be described as smooth sailing, serving as the company's vice president at the age of 25 and starting his own business and becoming president at the age of 30. After embracing the development opportunities of the mobile phone industry, it quickly emerged.
He was known as a businessman with a literati temperament, because he liked to read history books, had a soft spot for Go, and always seemed gentle, calm and mature.
At that time, no one would have imagined that the man who was polite and good at using chess skills to navigate the shopping mall would become the central figure in the "lose 10 billion yuan in one night" gambling scandal ten years later, and was regarded as the main culprit that led to the bankruptcy of Gionee.
Is this scandal of losing tens of billions of dollars overnight true?Before revealing the truth, let's first understand the situation of him and his company.
By the age of thirty, you should stand your ground and start your own company.
Liu Lirong graduated from an engineering major and worked in a research institute after graduation. He has a stable and decent job and a decent income.
At any given time, this job can be said to be the dream of many people, but Liu Lirong is not one to be satisfied with this, and the institute cannot accommodate his ambitions.
Liu Lirong once said that if he chose to stay in the institute at that time, he could only become the director at most, and the future he pursued was not like this.
A year later, he quit his job and joined an electronics technology company.
During his tenure, Liu Lirong was known for his excellent work ability and attentiveness. On one occasion, he was in charge of arranging a client to take the train to inspect the project, and in order to ensure that the client had a pleasant experience, he specially arranged a window seat for the client to enjoy the view.
Liu Lirong mentioned this matter when talking with customers, and naturally won the favor of customers. After the customer arrived, Liu Lirong mentioned the matter and successfully won the customer's favor.
Eventually, out of appreciation for Liu's behavior, the client decided to sign a contract with his company. It is precisely because of this that Liu Lirong successfully helped the company win the order of this customer.
Because of this incident, it can be seen that Liu Lirong is very careful and thoughtful.
Therefore, when his boss planned to start his own business and set up his own company, he specifically asked Liu Lirong if he was willing to leave with him.
At the invitation of his boss, Liu Lirong left his original job and then joined Kim Zheng, a new company founded by his boss. With his outstanding ability, he managed to become the company's deputy general manager.
The experience and capital he gained in his role as second-in-command also became an invaluable asset for him to later start the company.
He left the company in 2002, at the age of 30, and started his own business.
After some thought, he finally decided to take the names of his former company, Kim Jung, and his own, and synthesize the company's name as Gionee.
* Characterized by a high open and a low walk, showing clear signs.
After deciding to enter the mobile phone industry, Liu Lirong's team successfully produced their first mobile phone in only half a year without OEM.
Due to the affordability, Liu Lirong's mobile phone sales are very good, but because of the lack of production licenses, he can only carry out temporary production in the name of others and share it with others.
In 2005, he planned to invite a high-profile celebrity to become the face of his products to help him build his brand image, after obtaining a production license.
He spent a huge amount of money and successfully signed Andy Lau, who is loved by the people and has both fame and strength, making him the spokesperson of his brand.
In the fierce competition in the mobile phone market, his brand has successfully gained a firm foothold with its star effect and vigorous publicity, as he expected.
In 2008, the domestic mobile phone brand won the sales championship and began to explore overseas markets.
In the case of declining sales of other brands of mobile phones, Gionee has moved forward steadily through a series of calm and calm measures.
In 2010, the era of smartphones began to emerge, and major brands joined the competition to try to occupy market share, while Gionee chose a conservative pace and lost the opportunity to seize the opportunity.
He rushed to launch smartphones only when the brand's sales suddenly dropped.
Gionee originally focused on the business route, but later changed to a fresh style. Gionee began to decline because the timing had been missed, and the brand positioning was lost, coupled with the failure to accurately grasp the brand audience.
Liu Lirong's work experience emphasizes the importance of marketing and publicity, especially when he successfully found Andy Lau to endorse his brand, which made him taste the sweetness.
In the face of declining sales, in addition to adjusting the brand route to business style, he also naturally put the key factor that changed the situation on marketing.
Since the beginning of this year, Gionee has entered a crazy marketing and publicity mode, and has invested a lot of money in marketing and publicity at any cost, with only one purpose, that is, to increase sales.
In order to make the brand name more visible, the company invested a lot of money in naming and sponsoring, naming and sponsoring the most popular TV series and variety shows of the year.
From well-respected veteran actors to high-profile traffic stars, no matter how high the endorsement fee is, they are vying to invite them to become brand spokespersons.
In 2016 and 2017, despite spending more than $6 billion on marketing, the comparison between mobile phone sales and marketing efforts was still unsatisfactory.
In 2017, Liu Lirong was faced with the situation that the company was about to be abandoned by the times and the market, and he decided to launch a number of new mobile phones, covering the ** range from high-end to low-end, which is an ambitious plan. It can be said that he was making a big gamble at that time, and he would either turn the tables around or never recover.
At this critical moment, Liu Lirong was ** involved in gambling activities, and Gionee also fell into a crisis of capital turnover.
Years of hard work, but in the end due to gambling failed.
In 2017, an eye-catching headline suddenly spread on the Internet: "Liu Lirong, the boss of Gionee, lost 10 billion yuan overnight", which instantly sparked heated discussions.
Some ** businessmen who were owed a large amount of money by Gionee began to lose their trust in Gionee and Liu Lirong after learning that Liu Lirong was involved in gambling. They were desperate to recoup their losses, fearing that Mr. Liu's gambling practices would lead to a failure for Gionee, making it impossible for them to recover their debts.
In order to force the company to repay the arrears, some ** merchants chose to stop the supply and apply for asset preservation. Due to Liu Lirong's involvement in gambling, the originally tense relationship between Gionee and ** businessmen has completely broken down.
On the other hand, billions of dollars were invested in marketing, but the sales situation was not ideal, resulting in losses, and now there is a problem of the first business, and various unfavorable factors are superimposed, which eventually leads to the breakage of the capital chain.
Gionee was in a shaky state at the time, and Liu Lirong's gambling behavior accelerated the company's decline. In the end, Gionee was completely crushed and disappeared from the mobile phone market.
Liu Lirong later admitted in an interview with ** that he went to Saipan to gamble for money, but he firmly denied losing 10 billion, and bluntly said that he didn't have so much money, saying that several bosses in China could come up with 10 billion.
When asked by reporters about the specific amount of losses, he replied softly that "billions", although it is far from the rumored tens of billions, but for him and Gionee, this is by no means a small amount.
As the leader of the company, in addition to participating in gambling and losing billions, one of Liu Lirong's biggest mistakes was not distinguishing between public and private.
As the founder and operator of the company, Liu Lirong is completely owned by Gionee, so there may be a situation where the company's funds are used for personal expenses.
He once said that he has been in the company for many years and has always had absolute authority, and he has no other economic **, so it is inevitable that there will be a situation where there is no distinction between public and private and borrowing company funds.
A seemingly frivolous text, but it makes the reader feel frightened, how can a gambler boss who can embezzle the company's funds run the company effectively?
He is indeed the founder of the company and has achieved good results under his leadership, but the company is not legally his personal property, and the interests of the company are not limited to him.
In an interview, he has said that gambling is absolutely untouchable, regardless of the size of the bet. The most important thing is that others already think you are of bad character. He is deeply touched by the loss of reputation due to gambling.
In the business world, as Liu Lirong said, no one will trust a gambler who is addicted to gambling when it comes to monetary interests.
Losing the trust of business partners, investors, and other business partners can have a negative impact on the future operation of the company.
When the crisis could have been reversed, no one was willing to help, and the result was that a good career was ruined by the chips on the casino table.
Many businessmen have ruined their careers because of their addiction to gambling, not only Liu Lirong, but also the former chairman of the board of directors of Gome Electric, the founder of NVC Lighting, and the president of Johnson Group. Many of them even directly appropriated ** for gambling.
As Liu Lirong has emphasized before, gambling is definitely a taboo path for personal life development.
Some people may consider gambling with a little money, as long as they win, they will be regarded as earned, and they will not be too sad if they lose, so that they can be carefree.
However, after sitting down at the table, few people are able to stop in time, and the result is only to sink deeper and deeper.
People who win are always greedy and think they can keep winning, but when they put all their chips on them, the result is often a complete failure. And those who lose always want to make a comeback, and with the support of unwillingness and luck, even if they borrow money or loans, they must continue to gamble.
Once you're sitting at the table, there's little real "winning" because it's all out of ten, and everything is carefully designed by those who manipulate the game to satisfy human greed.