In the past year, Gionee sold nearly 800,000 mobile phones, with sales approaching 1 billion yuan, achieving its sales target of 50 million yuan in profit. Liu Lirong, the 31-year-old head of Gionee, said with a smile: "I accomplished five major things in one year." A reporter recently interviewed Liu Lirong. The following is the reporter's conversation with Liu Lirong.

Reporter: What are the five major events you mentioned?

Liu: What I mainly refer to is that Gionee achieved five major events in one year: R&D and construction, production and factory construction, sales network construction, brand promotion and market capture, which laid the foundation for Gionee's position in the mobile phone market. status.

Reporter: What is the main reason for Gionee’s rapid development?

Liu: There are more than a dozen investors in Shenzhen Gionee, including local private enterprises, Hong Kong capital and venture capital funds. Gionee has a registered capital of 40 million yuan and a total initial investment of more than 200 million yuan. Gionee can The capital invested in the mobile phone business reached 2 billion yuan. It can be said that strong funds are the beginning of Gionee's success. Strong financial backing allows Gionee to make strides forward in production and sales.

Reporter: How did Gionee’s business start?

Liu: In the value chain of mobile phones, Gionee focuses on R&D and industrial design. We focus on overall R&D, that is, the development of application software and appearance. Gionee Communications has integrated the best mobile phone research and development teams in the country. Nearly half of the company's employees are engaged in product design-related work, and has invested 100 million yuan to establish the "Gionee Mobile Communications Design Institute".

Then there is the work of factory construction and channel network construction. We started to build supporting factories in March last year, determined the factory location in April, entered the factory building in early May, started production in July, and established mass production capabilities in August. The whole process was quite fast. Channel construction is carried out by building two networks at the same time. One is the sales network based on the general agent, and the other is the after-sales service network based on the provincial customer center.

Reporter: How does Gionee find its foothold for success?

Liu: After in-depth investigation, we finally decided to use "Practical Gionee" as Gionee's brand positioning. Gionee truly considers consumers and designs products from the perspectives of practicality, convenience, and saving on phone bills, creating a wave of pragmatic consumption. We have started a series of brand promotion activities. In August last year, Gionee Communications became the only dedicated communications product for the Chinese gymnastics team at the 37th World Gymnastics Championships. Gionee Communications accompanied the outstanding performance of the Chinese gymnastics team and spread throughout the country and the world, which greatly Improved Gionee's brand image.

Reporter: What plans and strategies does Gionee have for 2004?

Liu: 2003 is the first year that Gionee entered the market and has basically established itself. 2004 is a year of rapid development for the company. The company's business will quadruple on last year's basis. It will take two or three years for Gionee to become a well-known provider of handheld mobile communication devices in China and eventually become an internationally renowned brand. On January 7 this year, we signed a contract with Italian DNDA Communications Company to export approximately 100,000 mobile phones. Export products are delivered in batches. The first batch of products will be officially exported in mid-April 2004 and will be delivered by the end of July. The export business work of our Export Sales Department has taken a substantial step forward. "China Electronics News": From Xiaobawang to Jinzheng and then to Gionee, what do you think is the most critical thing in running a business?

Liu Lirong: Sound business management is the most critical. Of course, the reason why Gionee has truly entered a positive stage is the creation of our innovative and flexible profit model, which is also the most critical.

"China Electronics News": What do you think is the biggest feature of Gionee from a business perspective?

Liu Lirong: Our company is characterized by relatively fast operation speed, which is not only reflected in daily work and decision-making, but also in logistics operations.

Correspondingly, capital dispatch capability is also a characteristic of our company. It can be said that for the same output value of one yuan, the capital we need may only be half or less than that of many enterprises. Because we emphasize scientific decision-making, in all aspects of our production, supply, marketing and research, I think our management level is more scientific than similar companies. I wouldn’t say the management level is high, but I can say it is more scientific.

"China Electronics News": What do you think are the current bottlenecks of Gionee?

Liu Lirong: Frankly speaking, there are no obvious constraints on the bottleneck. Our R&D capabilities can handle dozens of projects at the same time, and we are often at the forefront of the application of new functions and technologies in the mobile phone field.

In terms of financial strength, our financial strength is now the most abundant. The money I owe to suppliers is less than one month's purchase amount, and I have sufficient development funds. Since last year, we have invested heavily in preparing to establish Gionee Industrial Park in Dongguan City.

In terms of marketing network construction, our number of agents has increased from 30 to more than 50, and the number is still increasing. If you add the Zhiyuan series, there are eighty or ninety brands. In the past two years, the sales network has been built and the number of agents has increased a lot.