Bird Technologies Seeks Brand Retreat at 3 Billion Yuan to Move to Auto Industry

On November 17th, rumors of Bird's car makers once again rose. The Bird, known as the "wolf" of China's mobile phone industry, seems to be determined to enter the automotive industry and use 3 billion yuan to build a car myth.
According to Xu Jing, a manager of Waveguide Technology who is responsible for financial investment and participates in automotive projects, Bird really intends to enter the auto industry.
The car industry has entered the final period of substantial investigation.
In fact, all along, the media has made a mistake: a car maker is the second shareholder of Waveguide Technology (ie, Bird's startup team), rather than the usual wave of shares. From the perspective of the strength and credibility of this wave of guided vehicle construction, it seems to have reached an unprecedented attitude. As a veteran said, "the defensive battle of Waveguide Technology has officially started."
To test the attitude of major shareholders for rumors that Bird wants to build a car, the industry’s prevailing view is that this year's mobile phone market has a serious excess capacity, the price war has intensified, and the profit rate has dropped rapidly. Therefore, it is imperative to look for new profit growth points other than mobile phones. Moreover, Chairman Xu Lihua, who has been relatively low-key, has also publicly declared: “The competition in the mobile phone industry is becoming more and more brutal. As far as I know, in 2003, the domestic mobile phone production capacity will reach 200 million units, while the market can only accommodate 80 million units. Around the time, serious contradiction between supply and demand is destined to be difficult for the domestic mobile phone market this year."
At the same time, Manager Xu also acknowledged that Bird’s vehicle is because the outlook of the mobile phone industry is not clear, and only “looking for new economic growth points”. However, many industry insiders who are familiar with the background of the waveguide believe that there are other plans for Birdtronics. Some people analyzed that "In fact, the Bird entrepreneur team began to test China Putian's attitude as early as June of the car crisis."
It is reported that China Putian has an absolute controlling share of 56.7% of Ningbo Electronic Information Group, and Ningbo Electronics is the largest shareholder of Bird's Co., Ltd., and owns 33.75% of the shares of Bird, which means that China Putian controls the Bird's Wave in the form of a “curve”. Brand. The Bird Technology Group, which is composed of the waveguide brand's entrepreneurial team Xu Lihua and others, is only two shareholders in the waveguide company, accounting for 33% of the shares. In 2001, Putian fully integrated the Group's resources, strengthened its management, and unified its brand, in order to realize the grand goal of Putian President Ouyang Zhongmou’s “strong integration of Putian and entering the world’s top 500”. According to an analysis, Ouyang Zhongmou, known in the industry as having a “strong and strong hand”, is very resolute in its integration and hopes to return all “substantial asset management rights” and “product management rights” of its originally independent subsidiary to its parent company. , became the overall management of the parent company of Putian Group. Therefore, the existence of the Bird brand alone can only be temporary, and it will only be a matter of time before the inclusion of the Putian chariot.
Rider looking for a brand retreat After Xu Lihua became Chairman of the Board of Directors of Birds, on the one hand he had to compete for the right to speak for the Bird brand, and on the other hand he had to think about the retreat of the Bird brand. After all, it is not uncommon for major shareholders to speak with capital in the industry in the hands of China Putian. Therefore, if the waveguide does not become a mobile phone, and can write a pen in the automotive industry, Bird brand will not die before this.
Moreover, as early as June, Xu Lihua just took office, the waveguide came news about to build a car. Although in the end, the company issued an announcement to clarify the facts, but Putian did not pay too much attention to this matter and strengthened the determination of Xu Lihua to find a way out for the brand. Moreover, following the “heat flow” promotion of Midea, Kelon, Xinfei, Oaks and other enterprises in the auto industry, and the seduction of high profits in the auto industry, Bird “follows the flow” into the auto market. It is also understandable.
But why did the Bird twice spread the news of building a car within half a year? What does Waveguide Technology mean? We can find some clues in the securities market. In the capital market, there is a defensive strategy called “anti-takeover”, in which managers with MBO ideas generally take “anti-takeover” strategies to gain the initiative in order to prevent state-owned shares from being acquired in secret, or to exert pressure on holders of state-owned shares. Create conditions for successful MBO. However, Bird's move is similar to the "anti-takeover" defensive strategy. The difference is only the protagonist and identity.
Does Bird really want to get out of the shell through the auto industry? Can the automotive industry realize Wave's dream of brand innovation?
The Bird’s Eye is still watching the words that the company revealed to the media from Waveguide. "For the definitive planning of the car project, Waveguide Technology is still watching, because there are still too many variables."
In fact, the waveguide technology and the Zhejiang provincial government have each invested 3 billion yuan to enter the automotive industry. However, the current possibility is not great, because many factors such as equity, funds, and cooperation conditions have not yet been implemented.
According to Bird, Waveguide Technology has not yet established a basic framework for funding sources, technical support, and access methods. At present, it is only operational to the feasibility analysis stage of the previous period. Does Waveguide have the ability to successfully operate this project? After all, the sedan is an industry with a high technological content. Even the United States does not dare to use earth in the "too old year." What does Waveguide rely on?
Originally, with the eyes of Li Yanmei and the slogan of “a fighter in the cell phone”, Bird quickly completed the original accumulation of the brand and sprinted from an unknown position to the throne of the industry in just a few years. At the height of victory, the waveguide at this time faced a double-sided attack of “external worries” and “internal problems”.
After the bumper harvest in 2002, the bad news of the mobile phone industry in 2003 was crushed by every mobile phone company. According to statistics from relevant departments, only 22.7 million Chinese-made mobile phones were manufactured in 1999. By 2002, this figure had expanded to 131.6 million units. In the first four months of 2003, the output further increased to 51.7 million units. This does not include a large number of mobile phones from companies in Korea, Taiwan, Europe, and the United States. In the last two years, the growth in user demand has remained at 50 million to 60 million.
What's even worse is the various contradictions from inside the waveguide. In addition to the delicate relationship between Waveguide Technology and Ningbo Electronics, and the "brothers in the wall" of the entrepreneurial team, Waveguide Marketing began to show morbid development.
The brand is stuck in the mid-to-low-end and is difficult to extricate themselves. The obvious example is that “the multi-easy-to-swap” high-end sub-brand is difficult to promote; Waveguide’s most proud magic weapon—channels and after-sales service with increasing sales. Maintenance costs have also started to become a bottomless hole in engulfing waveguide profits; at the same time, inventory is a lingering shadow in the minds of Bird. In 2002 alone, Bird's overcapacity reached 520,000 units. The man-sea tactics and large-volume inventory on the channel have also stretched Bird’s liquidity. In particular, due to product quality problems caused by independent research and development, the reputation and loyalty of the Bird brand has been difficult to increase.
Coupled with the "soft underbelly" of management concepts and corporate culture, these issues have become an important issue that restricts the development of the waveguide and urgently need to be resolved. Therefore, whether it is the diversification into the car industry or the specialization of the telecommunications industry, the first problem that Bird wants to solve is the status quo of Bird. The ultimate "savior" is only himself.

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