Today (December 15), Liu Jiangfeng led cool in Shanghai held a new Cool - Chang Chang Chang S1 change conference, the night before the conference, has always been known for his children in the range of micro-Bo released A night view of the Bund photos, and accompanied by such a text:
Taotao river waves Langbang flow, Amoy do the world, are turned into a trend. Change the road, but how many thorns and challenges, is still willing to turn up thousands of waves, enough ups and downs in my heart.
"The road to change, but how many thorns and challenges" to take him over the cool six months generally quite accurate.
This year in August, Liu Jiangfeng in the invitation of Jia Yue Ting as cool CEO, 3 months later, Cool Group issued a profit warning notice. Notice that the fiscal year 2016 Cool will be a loss of about 3.0 billion Hong Kong dollars.
Announcement explained: "Compared to the same period in 2015, 2016, the first 10 months of sales decreased by about 43%, the main business loss of about 730 million Hong Kong dollars. The decrease in sales was mainly due to the decline in the local smartphone market and the fierce competition, and the Group launched a new smartphone product only in the second half of 2016 and has been focusing on inventory clean-up. "In 2015, Cool's annual net profit of 2.33 billion Hong Kong dollars.
Cool share price all the way down, this is not a big relationship with the dying Liu Jiangfeng, but, as recognized, long-sleeved professional managers, who also carries a higher expectation - with Cool back to homemade first-line mobile phone brand array.
Compared to the creation of more fresh electricity providers, in charge of cool back to Liu Jiangfeng familiar battlefield, and in the tiger olfactory F & amp; M Innovation Festival had to take you willing to go half-life return or juvenile speech as the title of Liu Jiangfeng, In the run for more than a year after the return of the mobile phone industry has long been a drastic change. Compared to build Huawei's glory, he said, with the return of homemade cool line needs to resort to the "primitive power".
Take over the Cool 4 months later, Liu Jiangfeng accepted the tiger sniff interview, he repeatedly stressed that Cool's current goal is to live - mdash; & mdash;
Over the past 100 days, Liu Jiangfeng generous cool team, organizational structure and corporate culture reorganization, he needs fresh blood and more streamlined workflow, in order to transform the cool combination with the Internet better business ; He sold 80% stake in cool subsidiary ivvi in order to make the company more focused business; he plans to launch positioning and fashion, not cost-effective new brand to change the Cool in the minds of consumers brand image.
Cool share price is still sluggish, but Liu Jiangfeng very optimistic, he said, in the next six months, Cool is expected to turn around.
The following is a tiger sniff interview CEO Liu Jiangfeng Record:
Products do subtraction: Cool main 4 next year, the main machine to design and fashion-based
Q: How are you now, in mid-December to send new products?
A: Yes, this machine we named "Cool changeers S1", probably from June and July began to do, the main music and games.
Music we are with Haman cardton together to do. Game and Qualcomm we have a custom chip. 5.5-inch we are done 4000 mA, long standby time a lot.
Q: What are you planning next year, to a few?
A: Next year we are probably the main machine seven. Cool its original Cool series will continue to do, probably priced at a thousand to two thousand, up to more than two thousand, the low may 999 this stall to function-oriented, to cater to young people to listen to music, play games, take pictures of these Functional requirements.
In addition, we will play a new brand. Preparation is based on the design and fashion, probably in March and April next year.
Like Cool this year, nearly a hundred models of machines, but each are selling well, we still want to do fine, each section can hope from the volume, but the amount is also a step by step.
Q: So from one hundred to seven is the meaning of it?
A: reduced to twenty, there are some overseas products, 7788 of. Domestic seven, strictly speaking on the four, next year, the second half of the two.
Wait for the next wave: the mobile phone market is not eternal king
Q: Do you think the mobile phone market in the end there is a chance? Now the competition is so intense, you think the cool opportunity to point in the end where? Regardless of OPPO, vivo, millet, on the crowd distinction, the positioning of the market there are gaps?
A: No space, and now we stock market, you grab me, I grab you, but we than their products, quality, and after-sales service, anyway, this is the most important to consumers, and then you price to Fair, this market is repeated in the education.
In fact, the success of each company looks accidental, has its inevitable, it is inevitable, but also its accidental, caused by a variety of changes. The wind blowing east for a while, blowing west, see your judgment.
Yesterday I was still talking with investors, outside the industry to watch, a look at a sea of blood, can not do, and tear inside the torn, external tear, internal tear, are bitter, everyone is great pressure. But in fact, this is a massive market, a single product is second only to the car's body weight, coupled with a variety of accessories, the world's small one trillion US dollars a year of the market.
This market is not an eternal king, are leading the trend in three to five years, soon changed, so there must be a chance, we are waiting for the arrival of the next wave.
Q: What is the next wave?
A: I think this is the wave of this simple form of mobile phones, we seek is to survive, slowly growing, the establishment of our brand reputation.
Then the next step, there are many new technology applications, I think it should be a big leap. Such as the screen may gradually all the borderless or 3D, the battery capacity is not a day, and may be two days or even higher. Coupled with the use of flexible products, VR use, such as glasses, watches, wear equipment applications, with the development of artificial intelligence technology, I think in two or three years, mobile phones should gradually become more intelligent, Like now, in fact, you do not move it now, it is not moving. In the future it will be the kind of sensor technology development, a lot of sensors it can be open, open when it can do a lot of judgment, prediction.
The most important goal: do not lose money, to survive
Q: That the current Cool, the survival of this specific target or goal, what do you think?
A: make money, do not lose money, do not lose money I will be able to survive.
Q: still have to ensure a certain amount of shipments?
A: The appropriate shipments, bigger and easy to die, hard to say. We hope to do two thousand to twenty-five million next year.
Q: You said the original five years to do a billion, is not it?
A: Five years a million, the problem is not. You think OPPO two years ago with the Cool now, it is more than two years to a million.
Q: This year the goal seems to be 20 million? Can you?
A: This year can not, 1500. I think the target is not important, the number of shipments is not important, but I hope I out of each cargo can build the user's reputation, which is to give me extra points. If I out of the 10 million, the 10 million people are using my good, I recognized this brand, then I will sell the next one thousand two hundred, and then sold under a thousand five. If these two thousand are said to be bad, lost, and every day loss. You see now on the market quality, quality, ranking, basically with the share of the ranking is the same, some brands it is still quite high share of the current, but its quality, repair rate of what a variety of more objective indicators, it is ranked In the back, that the future it will go down.
Q: For example, more than 10 million cool shipments inside, the operator market accounted for how much?
A: Sixty to seventy percent. But this year, Cool up overseas quickly.
Q: That next year you feel the proportion of this operator will be reduced to the number of domestic? .
A: The proportion I estimate there is a 40%, 50%. Operators are very important to the market, in fact, can be done, but the key you do not do every day two hundred, three hundred pieces of the machine, there are two thousand, three thousand pieces of the machine why not do it. Do low-cost machine is easy, but you do this low-cost long after you can not do the above.
No money but a new play: more clever to do marketing, leveraging through the joint venture
Q: marketing ideas, with OPPO, vivo, Huawei will have any outstanding differences?
A: Any excessive marketing is ultimately to return, marketing is icing on the cake, can not be timely, bad things you have to make good, this thing is going.
For us, we gradually become better products, the introduction of quality, I think how to let consumers understand, experience, this is the need to say that white to spend money. But we do not have money OPPO, Huawei so much, but this time more based on the current online, social media, there are all kinds of young people are now concerned about the hot event marketing.
Q: So you do not intend to hit in the marketing above a particularly large amount of money.
A: I am sure to have a hundred million I am sure to drop, hard hit, then I am sure next year, rushed forward a few, but we have no money next year we will vote according to the industry's normal budget, generally 3% to 5 / RTI & gt;
Q: Yue Jia Yue Ting is not a challenge to Apple every day or something.
A: These are not comment, we still want to quietly put this product anyway. We do not want to sell a few hundred dollars a day machine with someone else to tear.
And this industry is now the situation, in fact, with playing cost-effective, price is not loyalty, we will not take this road, our prices must be higher than they, but our performance, experience, I also require more than others it is good. We play experience and price ratio, we pursue this.
Q: Hammer does not claim to pursue this?
A: So it is also selling well, not for goods only.
Q: Do you think its short board is in its supply chain piece.
A: Yes, in fact, a lot of short board, this thing I tell you, press the gourd under the ladle. When you sell well, we say that your marketing is a short board, selling well after the supply chain is that you short board, are selling well, your product is short board, keep up. Why do mobile phone bitter, we believe that the Red Sea, in fact, we do not see this product in the future it is part of the human body, it is the human body enhance its technology, marketing, sales, including product requirements threshold will be higher and higher.
Q: That for Cool, the future to increase investment in this area of technology, external input, but now no money, how to do this?
A: The joint venture, and Baoli is one of them. Next year we will launch to not the same with other people's products. Wear, and some personal entertainment, consumer electronics. We are the main mobile phone, but we will do something with the phone around the relevant, such as watches, we sell watches is also very good.
Q: like your joint venture with ecological millet may also be some different?
A: Not the same, I do not do anything vacuum cleaner, rice cooker. I still focus on personal consumption is directly related to the format around the phone to do this.
Q: You sell the ivvi, is your August to have this idea or when the formation of?
A: The board's decision, we also have this idea, but when the last sale, how to sell, it must talk about, but also to see opportunities. Just have this opportunity, there are investors, our existing team also want to go out to start, this is not just right. For us can also be more focused.
Q: That the entire Cool Group, including the capital, will be some refinancing or new capital to enter it?
A: Yes, of course there will be, we are listed companies, there will be these actions.
Q: When is it going to be?
A: We have already done, but some can not say. The first quarter of next year there will be.
Q: Do you have a specific goal with Baoli? What kind of mobile phone is going out?
A: Next year we have to push a dual-screen mobile phone.
Refurbished Cool: talent, organization, corporate culture, resorted to "the power of primitive & rdquo;
Q: Cool is now in transition, difficult?
A: The pressure is great, each of us to the pressure of our entire Cool Group are great, to be honest, I have not been so many years of pressure Alexander.
Q: It was more difficult than the glory of the time? Because from scratch?
A: In the glory of the energy spent half of the line, and now I have the power of primitive.
Q: Why does glory spend only half the energy, so easy?
A: The money, there is a platform. Your strategy is set, the implementation soon landed, you here from the strategy to the implementation, to the back, a lot of things to dry, but also for money, but also build the platform, take the organization, personnel, new platform Integration, new product development direction, are new. You see our product design, to next year, are completely new, to the depth of participation to go inside. Of course, slowly I might be better.
Q: This is more difficult than you expected.
A: Yes, almost, expected almost, I like to challenge this person, too simple a boring, the more the more the more brave, Yuezhanyueyong.
Q: So after you come to Cool, the past almost a hundred days, do you think the most important thing to do a few things? By the importance of how you will sort row?
A: First, people, teams, organizations, the team has basically built over, the organization is also adjusted in place, the culture is basically adjusted over, the whole of our new corporate culture is.
Then is the process system, from the quality process, research and development process, as well as production, internal variety. The whole sentence, a lot of the previous process is based on a system of non-trust to design a complete set of company's architecture, I put it into a trust-based simple and efficient process, organization, we have a saying called because of trust so simple. But based on the trust does not mean no matter, because the human nature itself or need to be bound, from the management point of view, our entire design based on trust to go first, I let you do this thing, such as looking for you to do this thing, He is able to do, and we are based on people's judgments, do not need to set up layers of cards. Of course, the internal challenge is too much new, because most are now new.
Q: How many people have come in the last three months?
A: Most of the major management has changed. Director of more than 100 level, for more than half, the main business positions are changed, from research and development to the market, to product line sales, supply chain & hellip;
Q: Why do we have to change it? They do not work entirely or old?
A: No, a lot of good, there are many elderly people in use. How to say, I do not have time to try and wrong, I want to use such as those already know, or mutual understanding between, you do not have time to try, and then run, six months later.
Q: So you know those friends before, what the old part of the hired?
A: There are some, there are some outside recruit move in.
Q: That's the same trial and error for them.
A: But they have other places have successful experience, my new ideas, new ideas, need in most cases we are recognized, and there are successful experiences, we quickly run, fast thing.
That some old comrades, we did not say that he cut off, we have not cut to a present, we have arranged him to other posts inside, including the recent sale of our ivvi, some old comrades on the past , But also entrepreneurship, we also support the future is a brother, as far as possible the proper arrangements.
Cool, after all, they do it, I think we have to recognize the history of recognition of the credit. But really is now facing a major transformation, including the middle of the three months of our adjustment, some old employees he may feel difficult to understand.
Look at the problem You may see a long time in a place, for example, I stay in China for a long time, watching music as this thing, I certainly feel that they are very problematic. But I jumped out in the Internet for more than a year, I can understand it this model, the direction of the strategy it can be, but I think the implementation of the tactics of some problems that need to be adjusted.
Everyone, he is not so understanding in place, the implementation will certainly be biased, for me this is the cost.
We are just like start-up companies, like to re-take the class. There is also a mess, because the new and old, new people have to run between each other pinch is also powerful, but we are working for a goal. Because the original process in the change, the new process has not run along.
Q: You can give an example, the original process is a what kind of process.
A: It is hard to say before, but in fact, some of the traditional industrial enterprises it is relatively long process, links particularly large number of people who approve more, it is not trust, keep adding various links.
Q: Which team is the biggest adjustment? For example, is the supply chain, R & D or marketing?
A: The sales and marketing are basically the new team, most of the supply chain is also reorganized in half, research and development is basically not much movement, but after the sale of this ivvi, basically a half to change.
Q: You also said that the supply chain is more powerful part of Cool.
A: The adjustment of individual executives, but now the supply chain executives or the original supply chain executives, the original old Cool's supply chain executives.
Q: This piece of market sales is completely new.
Q: Cool before basically no such a capacity and gene?
A: is not no, but may not be the same with my ideas, there are, but not the same, or it does not do the same in all aspects of the target.
On music as: and Jia Yue-ting every day in communication, mutual encouragement
Q: What was the most recent exchange with Jia Yue-ting?
A: We often communicate, almost every day, telephone, WeChat.
Q: He is more concerned about what the problem?
A: He has a lot of things to help him out of ideas, cool here he cared little, he said you want to adhere to, I say you have to adhere to, we cheer each other.
Q: What is his idea?
A: That is how to adjust, for him, the music is also facing a relatively large adjustment, organization, strategy, need to coordinate.
Q: Music as the phone side of the adjustment, you give him any suggestions?
A: You can see the results.
Q: Before you do this model you think it is OK?
A: Before I think half understand. As little as possible, music, as I do not know much about things, but I think it is the least play with others not the same, from the results of it played very quickly, but in some areas need to adjust some, but the big Strategy should be no big problem.
Q: So when you come to August when the Cool, in fact, when the idea of that model with the music as you have not the same.
A: Yes, our approach is not the same, do not need the same, because itself is two companies, two brands, it is an independent brand, is completely independent operation. And in the market, in fact, there are competition, as long as there is a different brand.
Q: But not the so-called music as the ecological do?
A: The ecology of ecology is that we and its ecological content we will share, but also mutual settlement, did not say free to you.
Q: Music as you think before the biggest problem is the hardware free of this idea?
A: I think that is too radical, is this a problem, in fact, no other big problem. Development is indeed very good, it is indeed too radical pricing should be promptly received. It is the first half of this year, I think it should be slightly higher prices, do not lose money, so that some of the direction that is the problem.
Q: In the calculation of mobile phone business model above, so you are not saying that hardware is free or cheap?
A: No, we still follow the logic of traditional consumer goods, business or to make money, and we are a listed company, I must have a profit, this is my basic requirements.
Q: That Jia Yueting when looking for you, how he told you that the two companies in his mind a number of different positioning or ideas.
A: We discuss together, did not say what he said, is cool to do it, and we Cool from a pure hardware company, to turn into a combination of hardware and software, combined with the Internet a company. So for now Cool, the whole is the reorganization, rectification, improve, or need six months, the business has actually lost two years, and we are expected to start in about six months profit.
Q: Six months from now.