Eschde Change of Zhou You whether the league will turn the profit slump

Recently, Eschde in the form of a written notice confirmed the original president of Legaming's departure, the former China Unicom marketing department general manager Zhou You joined Eschde 1 years later, become the company's new president. The number of personnel shocks involved love Strickland and even the entire Chinese mobile phone channels of the "dynastic succession."

Reporter investigation learned that Legaming was responsible for ESCHDE mobile phone distribution business leader, and Zhou You Union is mainly responsible for mobile resale business (that is, the virtual business), the change of the handsome behind the strategic transformation, can be seen. According to the latest announcement by handset distributors, Eschde expects 2014 full-year earnings to be between 5 million ~2500 million, down 99 36%-96.81%. The audio communication is a loss of 3.2.3 billion yuan.

A number of mobile phone industry insiders said that in 2014, the three major operators slashed mobile phone subsidies, resulting in a sharp drop in net profit of distributors.

Whether it wants to or not, operators will continue to cancel the end-subsidy policy. Zhou You Eschde can usher in a turnaround?

Front

Eschde Change the Handsome

January 28, mobile phone channel business Eschde issued a notice, the company's director and President Legaming for personal reasons to resign from the relevant positions, resignation will not affect the normal production and operation of the company. This is the 12th senior Eschde since 2014.

Former executives include vice president, board secretary Chen Bei, Vice President Liu, Chief financial officer Li Jin, and vice President Lu Paoping, who is responsible for resale.

Although, like the enterprise, always need to grow, grow to a certain extent, will change. This is an axiom without proof. However, Eschde this change handsome or aroused many outside speculation.

To be aware, according to the Forbes Chinese version of the 2014 China listed company C e o pay list, Legaming 2013 total compensation of 6.64 million yuan, beyond the China Ping ' an CEO Ma and Gree Electrical Appliances Chairman Mingzhu, High ranked a A-share C e o 5th. If the time to return to September 2012, that year, ESCHDE chairman and President Huang Wenhui in order to dig to Legaming, the initiative to abdicate aside. And Legaming as Samsung China Investment vice president, AMD Greater China vice president of the bright background is the reason for the stall. In the Legaming era, Eschde performance did achieve a major reversal, the 2013 net profit of 761 million, not only swung, but also reached a record high.

But it didn't last, according to Eschde latest performance forecasts, 2014 Eschde net profit total of 5 million-25 million, down 99.36%-96.81% year-on-year. "Legaming's main record is the introduction of new brands and channel optimization, saving costs." But he was powerless in the face of a 2014 decline in operator subsidies and a slowing of sales growth. "Industry personage Zhonghui (alias) tells South all reporter, handset distributor already difficult to go further in main business, resale and Internet project is the transformation key point."

It is reported that Legaming was responsible for ESCHDE mobile phone distribution business leader, and "Zhou Total (refers to Zhou You Union) has a communication background advantage, its taking office also means Eschde 2O strategy speed." Eschde Dong Loo to South all reporter to say so.

Public information shows that Zhou You joined Eschde before, has served as China Unicom Marketing department general manager, Guangdong Unicom deputy general manager and other senior positions. February 2014 joined Eschde, mainly responsible for Eschde mobile resale, mobile internet and other new businesses and acquisitions. At present, Zhou You has replaced Legaming ZINESCHDE president.

Behind

Mobile phone channel "dynastic succession"

Eschde This personnel concussion how much involves the entire Chinese handset channel "the dynastic succession".

In the past three years, operators ' hefty subsidy to retail terminals has extended the life of distributors. "Carrier subsidy for maximum profit ratio reached scores, now may be less than 10%, this is the 2014 distributor profit is a big impact of the main reason." "Heng Bo brand director Xu Xiangyong told the south reporters.

To Eschde, for example, earnings show that its operators channel distribution of gross profit margin than the open market distribution of gross profit margin 2% higher, to 5.1%. "Thanks to this, the company has doubled its sales in the past three years to 40 billion, which is also the distributor's ' best Spring '." Yijiangnam, deputy general manager of the communications, said that in September 2014, SASAC, in view of the profit margin of the central enterprises, required operators to cut their marketing costs by 20% in three years to make the "good days" disappear. Light movement announced 2014 subsidy costs fell 38% to 21 billion.

More burning is, "the past domestic main mobile phones are Samsung, Apple and other international manufacturers." On the one hand, they do not have much understanding of Chinese sales channels, need to use the strength of these distributors to penetrate the Chinese market, on the other hand they also have enough profit margins, price information is relatively asymmetric, distributors profitable. IDC commentator Jian Jianmeng told South all reporters, now, domestic mobile phone sales mainly domestic mobile phones, its gross profit margin is only 20%, if 5% to the Distributor, 10% to retailers more difficult to do, which is more emerging brands are more willing to choose the reason for the official website. Today, lower cost, more efficient electricity supply and operator channels into mobile phone sales mainstream, after the two accounted for 20%, 50% respectively.

Moreover, the 3C as a price transparent standard goods, its profit space has been pitifully low. For example, in the first half of the 2014-year sales gross profit margin of the 3C product is 4 5%, while another department, the wine sales gross profit margin reached 41%. Naturally, mobile retail "go intermediary" into a trend.

If you look at market capitalisation, to 3 C for the main sales of electrical products, Jingdong Mall, the current market value of 40 billion U.S. dollars, and three listed distributors Eschde, Audio Holdings, Di-Shun market value of the sum of only 20 billion yuan, but in fact, the three major mobile phone distributors of the total sales are close to Jingdong Mall's billions of scale.

Play outside

Go to the countryside and grab the land.

"I destroy you, nothing to do with you", "three body" this sentence recently quite fire, meaning is the high dimensional biology of the destruction of low dimensional creatures subversive. Obviously, the ten years before 21st century, the unlimited mobile phone distributors are being attacked by the Internet, cell phone distributors in their own traditional channel optimization, brand agent to deepen the improvement also can not resist the user's habit of migration.

"Mobile internet for our biggest impact or thinking of the transformation, the past mainly to do 2B business, now directly to the terminal to do 2C, optical user behavior analysis, selling points mining marketing has been completely different." Yi Jiangnan said that the audio communication for virtual business and mobile internet business to build a new group department, all management from the Internet and operator channels to recruit, do not follow the original traditional distribution of the horses.

From the product level, "used to rely on operator subsidies, but operators are more willing to push the main thousand machine models, resulting in a lower overall gross margin, but the new year, the market-leading models may become I6, Samsung a 7, Huawei M Ate7, such as more than 3000 yuan high-end models." "Xu Xiangyong.

The product goes higher and the channel chooses to sink. "It is a trend to increase the sales ratio of electric dealers, but on the other hand, mobile phone retailing at the town level still relies heavily on the operators and the offline channels of open markets." In these markets, distributors of traditional logistics supply chain and physical network distribution are advantages. Yi Jiangnan said, "These cities and small retailers bargaining power relatively low." We and the United States of Gome, Su Ning, generally there will be 15-30 days pressure account period, 5% of the following sales rebate and some of the unpopular models of price concessions, but with small retailers, distributors of negotiation space and profitability will be increased. ”

But the constant wave chooses with the operator deep cooperation "goes to the countryside". According to Xu Xiangyong, constant wave is currently with more than 20 counties and cities in Guangdong cooperation, to undertake its main business. "According to the different volume of telecommunications, each business has a commission of about 100-300 Yuan." At the same time, the township market is also the distributor of the transformation of the Fulcrum, Eschde, audio and video communications have been online business-to-business mobile phone distribution platform.