Founder of Gionee Mobile: Gambling lost 700 million, and debt ran away with 20 billion. So far, it has become a mystery.

In the era when Nokia and Motorola were rampant, Gionee rose suddenly. At the peak of Gionee's mobile phone, Andy Lau and Xiaogang Feng were invited to speak for them, and an advertisement of "Gold quality, standing in the world" spread all over the streets.

However, on 20 18, 1 1, a video of Liu Lirong admitting that he lost more than one billion in gambling exploded on the Internet, and then it was revealed that Liu Lirong was on Lao Lai's list and his whereabouts became a mystery.

Li Jing fell from the altar and officially declared bankruptcy in 65438+February.

Liu Lirong, 1972 1 1, was born in an ordinary rural family in Taojiang County, Hunan Province. His parents are farmers to the core.

As a student, Liu Lirong was smart and had excellent academic performance, ranking among the best in almost all grades. 1990, 18-year-old Liu Lirong took the college entrance examination and was admitted to Central South University with excellent results.

In college, Liu Lirong fell in love with Go. Not only does he like playing chess, but he is also a master of Go. His level of Go has reached Band 6, and there are few opponents among his classmates. Unless you meet a professional Weiqi player, it is difficult for ordinary Weiqi lovers to beat him.

Liu Lirong enjoyed the feeling of winning the game, especially the sense of accomplishment of turning defeat into victory, but it also laid the groundwork for his future failure.

In the 1990s, I was assigned jobs after graduating from college. After graduating from Liu Lirong University, she was assigned to Tianjin Institute of Nonferrous Metals with a monthly salary of about 500 yuan.

Stable income, coupled with the working background of state-owned enterprises, was the iron rice bowl envied by many people at that time.

But Liu Lirong's ambition is not here. He doesn't like this dull and monotonous job. The life that Liu Lirong wants is as full of challenges and changes as a chess game.

A year later, despite the opposition of his family, Liu Lirong resolutely resigned and went to Guangdong to seek a new development direction.

Not long after arriving in Guangzhou, Liu Lirong entered the Japanese factory of YKK, the originator of zipper industry, with a monthly salary of about 3,000 yuan, much higher than the income from working in the research institute.

After working in YKK for several months, Liu Lirong came up with the idea of resigning, because he found that the main executives of the company were almost all Japanese or Hongkong people, and he had no future here.

While Liu Lirong was working in YKK, Xiaobawang Electronic Technology Company, which was popular all over the country, also fell into a crisis moment. Because Duan Yongping, the core figure of the company, left his job, he took away several core managers.

It is said that Duan Yongping took six people with him when he left, including Chen Mingyong from OPPO, Shen Wei from VIVO and Jin Zhijiang from BBK. In order to keep the market of the bully, Yang Minggui was appointed as the general manager of the bully at a critical moment and released the news of talent recruitment.

After learning about Xiao Ba Wang's misfortune, Liu Lirong thought it might be his chance. He believed that with his talent, he would definitely make some achievements in Xiao Ba Wang.

So Liu Lirong resolutely resigned from YKK's job and joined Little Overlord Company through an interview.

With his cleverness and diligence, Liu Lirong soon made his mark in Little Overlord. Yang Minggui, the general manager, appreciates this energetic young man and intends to promote him. Liu Lirong worked in Little Overlord for less than half a year and was promoted to the position of Minister of Production Management.

1997, Yang Minggui thought that his accumulation was enough, so he resigned as the general manager of Xiaobawang and took Liu Lirong with him when he left.

Yang Minggui founded Zheng Jin Science and Technology Company in Dongguan, and Liu Lirong was appointed as executive vice president. At this time, he was just 25 years old.

I have to say that Liu Lirong boldly moved from Tianjin to Guangdong, but it was also very successful.

Liu Lirong, who is in his twenties, has rich work experience, and his transformation from a general worker to a management minister to a vice president has also made him grow rapidly.

Jinzheng Technology focuses on DVD and VCD industries, and Yang Minggui has successively developed the core product "H series" VCD of Jinzheng Technology, following the management style of Duan Yongping. Zheng Jin science and technology quickly occupied the market and developed rapidly.

1998, "h series" VCD won the title of "the most competitive national brand in China".

From 65438 to 0999, Kim Jong Il took the lead in launching a new generation of high-quality DVDs, and set off a new upsurge in the domestic DVD industry through the "Golden Apple Project".

This year, the smuggled goods of Ye, a big smuggler, were seized by the police, and the goods contained the DVD decoder chip used by Kim Jong-un.

Because of this incident, the leaders of Kim Jong-un, Yang Minggui and Liu Lirong, were questioned by the customs for 48 hours.

Two years later, Ye was arrested and implicated again, but the founder Yang Minggui's whereabouts were unknown, so the relevant departments had to take Liu Lirong, then vice president.

This time, Liu Lirong was repeatedly examined for half a year, and was not released until April 2002. When he returned to Kim Jong, he found that the company was in a mess. The electronics industry is changing rapidly. After being leaderless for half a year, Zheng Jin's scientific and technological products have fallen behind the times.

Liu Lirong once again had the idea of resigning. This time, he is not going to work, he wants to start his own business. These years of work experience made him understand that working in other people's enterprises and taking a higher position is only a pawn after all. If you want to master sovereignty, you must jump out of the chess piece and become a chess player.

In 2002, Liu Lirong founded Gionee Communication in Shenzhen, and its main direction is still the electronics industry. During his years working in Little Overlord and Zheng Jin, Liu Lirong saw the infinite possibilities of the electronics industry.

Although Liu Lirong decided to develop in the electronics industry, he hesitated for a long time about what products to produce. Finally, he looked at the phone and thought for a long time.

At this time, the mainstream brands in the mobile phone market are Nokia, Samsung and Motorola. These companies are all foreign companies, and no China mobile phone brand can compete with these three brands.

In 2002, OPPO and VIVO were not separated from BBK, Huawei's mobile phone division was not established, and Lei Jun was the president of Jinshan Company.

Liu Lirong decided to enter the mobile phone industry and compete with three established companies for the mobile phone market in China. It's a tough challenge, but Liu Lirong, 30, is at his peak.

The successful experiences of "Little Overlord" and "Zheng Jin" made Liu Lirong understand that electronic products must have their own core technologies in order to be competitive. He found that although foreign companies such as Nokia are technically mature, their text input methods are not friendly to China people, and English-based languages are extremely inconvenient to use.

Taking language as a breakthrough, Liu Lirong has developed Gionee GN303 featuring handwriting input method and super battery capacity.

Once the mobile phone was released, it successfully helped Gionee open the market and achieved great success.

In 2003, when Gionee was founded one year ago, the sales of mobile phones exceeded one million, and the annual sales reached 800 million yuan.

It took only one year for Liu Lirong to successfully seize a lot of market share from foreign companies such as Nokia and Samsung. In 2004, Gionee's mobile phone sales reached about 6.5438+0.7 million units, nearly double that of 2003.

Sales are in full swing, but Liu Lirong is not satisfied, because now Gionee is made by borrowing the brand of Tianshida, and Gionee itself has no brand and relevant qualifications. According to the agreement, every time Jin Li sells a mobile phone, he will give tens of dollars in OEM fees.

Liu Lirong understands that if Gionee wants to go far, it must develop its own brand and master more core technologies.

On March 25th, 2004, Gionee Mobile Communication Design and Research Institute was established in Liu Lirong.

In 2005, Li Jing successfully obtained the mobile phone production license, and Liu Lirong decided to go all out.

From June 5th to February, 2004, the film world without thieves directed by Xiaogang Feng and starring Andy Lau and Rene Liu was a great success, while the popularity of Andy Lau and Xiaogang Feng remained high. Liu Lirong also watched the film, and even had a bold idea: What effect would be achieved if Xiaogang Feng and Andy Lau were invited to advertise Gionee at the same time?

Soon after, Li Jing's first advertising endorsement was born, and an advertising word "Gold quality, the world" spread all over the streets. That year, the star effect produced by Xiaogang Feng and Andy Lau made Gionee sell more than 400,000 units in a single month from June to February in 5438.

Liu Lirong tasted the sweetness of success brought by advertising, and he continued to increase investment in advertising while the iron was hot.

Li Jing placed advertisements on CCTV, Hunan Satellite TV and other TV stations, and sponsored the phenomenal talent show Super Girl launched by Hunan Satellite TV.

This series of publicity has made Jin Li get unprecedented attention and sales have also advanced by leaps and bounds. In 2006, the annual sales of Gionee mobile phones exceeded 4 million units.

While increasing publicity, Liu Lirong has not relaxed the research and development of core technologies. In 2006, Gionee launched a GSM/GPRS color screen mobile phone named Gionee H6.

This mobile phone became one of Li Jing's classic works, and won the title of "Top Ten Mobile Phones in 2006" at the 40th International Consumer Electronics Show.

In the following two years, Gionee's development advanced by leaps and bounds. In 2007, the sales volume doubled again, exceeding 8 million units. By 2008, Gionee mobile phone occupied the first place in the domestic mobile phone market and ranked fifth in the whole mobile phone industry.

It is hard to imagine that this is the result of a company established only six years ago.

In 20 10, Gionee continued to operate in advertising and performance, bringing the phenomenal mobile phone "Voice King" Gionee A350, the business model with black and gold color matching, and the arc design, which made the whole mobile phone fashionable and calm. Besides, it's hard for people not to pay attention to this phone.

20 1 1 year, Gionee's answer sheet is the only "China well-known trademark" in the mobile phone industry.

But this year, the IPhone came and Xiaomi came.

2011August, Xiaomi released its first smartphone, Xiaomi m 1. This mobile phone successfully opened a new era of smart phones in China with the pre-sale mode. At this time, Li Jing was still immersed in the achievements brought by the "voice king" and failed to update the technology in time.

2011/0 In June, Apple swept the China market with a brand-new IPhone4S, and its built-in Siri intelligent voice system made the mobile phone enter the real intelligent era.

At the same time, OPPO, VIVO and Huawei have all launched their own smart phones, and even Luo Yonghao has developed hammer technology.

In 20 14, Li Jing suddenly woke up and began to develop smart phones, but it was too late. Although Gionee launched Gionee S5. 1 mobile phone in that year, which broke the Guinness World Record for the thinnest mobile phone with a body of 5. 1 1mm, the market for smart phones has long been divided.

20 1 1 year, Jinli's mobile phone sales are 2 1 10,000 units. By 20 16, Jinli's mobile phone sales barely exceeded 40 million. It is hard to imagine that this is the achievement of a mobile phone company that ranked first for five years.

What has Liu Lirong, the founder of Gionee, been busy with these five years? The answer is real estate.

As early as 20 10 jinli voice king was a great success, I felt that the mobile phone industry was no longer challenging, so I turned to the real estate industry and gave jinli to Lu.

Obviously, Wei Bing failed to catch Li Jing.

In 20 17, Liu Lirong made a comeback with Gionee M20 17 and became the king of mobile phones. Ultra-large capacity battery design (7000mAh), ultra-large capacity storage combination (6+256GB) and even 2K ultra-high-definition AMOLED display were all the reasons that made it shine at that time.

At the same time, Liu Lirong invited Mr. and Mrs. Xiaogang Feng to speak for this mobile phone, hoping to reproduce the glory of that year. However, the price of this phone is as high as 17000 yuan, which makes many consumers flinch. In contrast, a millet phone under 2000 yuan should not be too fragrant.

In order to meet the needs of consumers at all levels, Liu Lirong took a different approach and launched eight mobile phones with different price points in one breath on June 2011July.

And invested nearly 6 billion advertising fees to promote it, and also sponsored the popular program "Super Brain" at that time.

But the times have long changed, and mobile phone consumers, mainly young people, pay more attention to the performance experience of products. Liu Lirong's series of operations failed to change Gionee's decline. In 20 17, the sales volume of Gionee mobile phones was around 30 million, which was100000 lower than that in 20 16.

This year, the sales volume of OPPO and Huawei is nearly 60 million, the sales volume of VIVO is nearly 50 million, and the sales volume of Iphone and Xiaomi is over 30 million.

The contrast between high marketing investment and low sales volume makes Gionee's profit begin to show a negative growth trend. At this time, compared with Xiaomi, Iphone and other mobile phones, Gionee's mobile phone has no advantages except large battery capacity.

Only by thoroughly carrying out technological changes and recreating the core technology of Gionee's mobile phone is the only way for Gionee to gain a foothold in the field of smart phones.

However, Liu Lirong didn't realize this. He believes that the reason for the decline in Gionee's sales is only that the publicity is not in place. He believes that as long as the advertisements are widely placed and the invited spokespersons are famous enough, Jin Li can rise again.

The 6 billion marketing expenses didn't stop Liu Lirong. When he was ready to increase investment in advertising, he found that Gionee's working capital was running out.

In order to raise funds, Liu Lirong made a bold decision. At the end of 20 17, Liu Lirong boarded a flight to Saipan. He wants to save the declining Gionee by gambling.

However, this trip, Liu Lirong didn't get any funds, but he lost 2 billion yuan he took out.

At this point, if Liu Lirong turns around and uses the remaining working capital of Gionee to develop technology, Gionee may still have a chance to be reborn, but the "chess king in business" is just unwilling to lose the first bet, so he begins to prepare for the second bet, and Liu Lirong once again embarks on a flight to Saipan.

Several friends close to Liu Lirong went to Saipan to find Liu Lirong and tried to persuade him to return to China. But Liu Lirong said, "This is the last time. I want to fight. "

This time, however, Liu Lirong lost $700 million.

Liu Lirong's two gambling completely put Li Jing on the road of destruction. The news about Jinli's capital fracture and debt of 20 billion appeared on the Internet, which became more and more intense.

As public opinion continues to ferment, it is reported that Gionee will go bankrupt and founder Liu Lirong will run away.

At this point, Liu Lirong had to stand up and explain: "I won't leave Gionee. I didn't lose so much gambling, about 100 million."

"What I want now is to give up. I don't want to respond to anything about Li Jing and these rumors. I'd better become invisible. " Liu Lirong said in an interview.

Regarding whether the lost money was Li Jing's public funds, Liu Lirong said: "It has been nearly 16 years since Li Jing was established. I personally have no other source of income except Li Jing, so I can borrow company funds regardless of public or private. "

20 18 12, when a senior employee of jinli came to work as usual, he found that several police cars suddenly drove to jinli's factory and seized several factories.

Jin Li also publicly admitted that the company was in debt crisis, and the company would lay off employees to reduce operating costs, but in order to maintain stable production, it would retain about 50% employees.

At this time, some senior executives of Jinli saw that the company was about to close down, and they also jumped ship to find their next home. Among them, Lu, the former president of Gionee, joined Lei Jun's Xiaomi as the vice president of Xiaomi.

20 18 12 10 The Shenzhen Intermediate People's Court of Guangdong Province ruled that Shenzhen Huaxing Bank Shenzhen Branch accepted the bankruptcy liquidation application filed by Gionee Company.

Then Gionee's assets enter the auction process. 20 19 May, a Gionee Mercedes-Benz car was auctioned at a price of about 265,438+10,000 yuan. In 2020 10, more than 3000 domestic patents and 70 foreign patents developed by Jinli Company were packaged and auctioned. The starting price is 17 19700, and the final transaction price is 17 1700.

With the gradual auction of Gionee's assets, Liu Lirong was also listed as a faithless person, and there were hundreds of awards about Gionee Company and Liu Lirong.

Just when people want to know what Liu Lirong is doing now, they can't find his whereabouts. Some people say that Liu Lirong went to Hongkong, while others say that Liu Lirong went to the United States. Regarding the truth about gambling, some people say that it is just a means for Liu Lirong to transfer assets.

No matter how Liu Lirong is now, Jin Li has really disappeared in history, or the advertisement of "King of Sound" circulating on the Internet is still telling the glory of that year.

1, China Research Network: 20 19 The latest news of Gionee Group: Why did Gionee become the executor again? 》

2. Economic Observer Network: "Economic Liu Lirong's equity is frozen: How far is Li Jing from the" beautiful ending "? 》