Nigeria, Africa.

It is the most populous country in Africa, with a population of nearly 200 million, and the largest economy in Africa.

For domestic mobile phone dealers, the occupation of Nigeria is of great significance.

At its peak, Yinxing mobile phones occupied nearly 40% of the mobile phone market share in Nigeria, but with the gradual development of Chinese mobile phones, the market share of Yinxing mobile phones has been declining year by year.

More than half of this year has passed, with only 18% of shipments, while Chinese-language mobile phones have occupied 35% of Nigeria's market share, and this share is still increasing, and most of the embezzlement is the share of Yinxing mobile phones.

If this trend continues, the market share of Yinxing mobile phones will be less than 10% next year.

In another two or three years, perhaps the once hegemonic Yinxing mobile phone will become a niche brand in Nigeria, or even disappear.

This situation is not only happening in Nigeria, but also in many African countries, where the old and new hegemons are being replaced.

Bao Xiujiang, chairman of Yinxing Group, is about to celebrate his 60th birthday.

I originally planned to celebrate my birthday in China this year, but I didn't know that the African market changed so much, so I could only ignore anything and go directly to Africa to personally supervise the war.

Whether it is asking celebrities to endorse, negotiating preferential subsidies with channels, or lowering prices to fight a price war.

But it seems that all is not helping.

Bao Xiujiang, who originally had thick black hair, has only been a little gray in his temples in just half a year.

"Chairman, it's already 11 o'clock in the middle of the night, you should rest early. ”

The secretary came in with a glass of water, and said worriedly when he saw Bao Xiujiang, who was sitting behind the desk reading documents.

She has been following Bao Xiujiang for 3 years.

In previous years, Bao Xiujiang had already rested, and in Bao Xiujiang's words, only by taking care of his body could he work longer.

But this year.

Bao Xiujiang, who has always liked to recuperate, stayed up until 1 o'clock in the morning every night to go to bed, got up at 5 o'clock in the morning, and flew to markets around the world.

"You put the water down, I'll go to rest after reading the report on the South Asian market. ”

Bao Xiujiang looked at the report and frowned.

The South Asian market is mainly India, which is second only to the Chinese population.

Although the market share of Yinxing mobile phones in India is not high, it is also a market that should not be underestimated because of the population base of more than one billion.

But judging from the situation sent by the vice president.

There are joys and sorrows!

With the efforts of domestic manufacturers and the rise of Chinese mobile phones, Yinxing mobile phones have fallen from 5% of the market share to less than 2%, and the decline cannot be stopped at all, major operators, channel providers, and partners have begun to promote other brands of mobile phones.

In order to seize the market, Yinxing mobile phones have been reduced in price and promoted, giving operators various subsidies.

This effect is still good.

Smartphone shipments have risen from 200,000 units a month to 400,000 units, and the market share has reached 4%.

This would have been a welcome event.

But the worry is that for every mobile phone sold, at least more than 100 yuan will be lost, and the loss will be nearly 50 million this month.

If it continues like this for a long time, the annual loss of the Indian market alone can reach 600 million.

There are other countries in South Asia, as well as markets in Southeast Asia, and most importantly, in Africa.

If you burn money for a year to fight a price war to grab the market, the loss in a year can be close to 2 billion.

Even if Yinxing still has tens of billions of cash reserves, it won't burn for a few years if it burns like this.

Burning money to fight a price war is not a long-term solution after all.

Buzz!

Bao Xiujiang was annoyed when his phone rang.

"The chairman is Vice President Liang who is based in South Asia. ”

The secretary took the phone.

After taking the mobile phone, Bao Xiujiang was just about to ask, but Vice President Liang on the phone was anxious: "Chairman, isn't the domestic marketing department abolished, why are you still developing channels?"

"More than half of them have been laid off, and there are still a few people left, and I will all be laid off when I go back in a few days, didn't I tell you about this?"

In fact, Bao Xiujiang did not plan to lay off the domestic marketing department so soon.

But I never expected it.

Xiao Liang, who was entrusted with an important task by himself, actually had a big problem in the exclusive authorization of channel merchants in Jiangyou Province.

Obviously, it should be signed with Feilian Communication.

As a result, it became the South Lake Group.

At that time, Bao Xiujiang, who ran into walls everywhere in Africa and was beaten by a Chinese-language mobile phone, almost had a heart attack.

I simply don't bother to pay attention to domestic affairs.

As for that Xiao Liang, the first thing he did when he returned to China was to lay off all the domestic marketing departments.

"Chairman, you also know that the price war is fierce, the market share is rising, mobile phones are in short supply, and many places are sold out. ”

But Xiao Liang of the domestic marketing department dared to take someone to stop a batch of mobile phones in the No. 2 storage center in Jiangzhou City, 10,000 mobile phones, and the entire 10,000 mobile phones were snatched away by him and sent to Nanhu. ”

And Xiao Liang also said that he would come and get 10,000 units in a few days, he was crazy. ”

On the phone, Vice President Liang was very annoyed.

As the so-called whip is beyond the reach of the whip, the boss and the two vice presidents are in the overseas market, and no one in China can suppress Xiao Liang for the time being.

Because Xiao Liang's domestic market was personally approved by Chairman Bao Xiujiang, Xiao Liang was directly responsible for him, so it can be said that Yinxing at that time wanted to open up the domestic market.

"Is there such a thing? Did Xiao Liang say why he took so many mobile phones?" Bao Xiujiang was surprised.

"It is said that the 1,000 mobile phones were sent to the supermarkets in 8 counties below Nanhu for sale, and they were all sold out in 3 days. Chairman, this doesn't make any sense, I can sell all 1,000 mobile phones in 1 hour if I put them here. ”

"If you have money to fight a price war and burn the domestic market, it is better to reclaim the overseas market, after all, the overseas market is the main battlefield of our Yinxing. ”

Vice President Liang was heartbroken on the phone.

I hope that the chairman will consider the overall situation and quickly withdraw the domestic market department, and don't burn money in the domestic market, which is a pure waste.

South Lake?

After hanging up the phone, Bao Xiujiang was thoughtful.

When Xiao Liang said that he wanted to sign a contract with Feilian Communication, although Bao Xiujiang encouraged him, he was actually not very optimistic.

What is that place in the domestic market?

A place where the world's top mobile phone manufacturers gather.

They have been deeply involved in the domestic market for many years.

Not to mention his own Yinxing mobile phone, even if it is the Chinese mobile phone of Fan's Group, it may not be able to get benefits.

Even if it's a price war.

There are large cost-effective manufacturers such as Xiaomi in China.

So later, after hearing that Xiao Liang actually signed a contract with Nanhu, Bao Xiujiang concluded that the domestic marketing department was completely finished.

Even if there is a price war, the first batch of 1,000 mobile phones will take at least a month to digest.

The reason is simple.

Yinxing mobile phone in China ghost does not know what brand.

It may even be thought that it is a miscellaneous mobile phone or a copycat mobile phone.

But Nanhu actually digested it in 3 days.

Bao Xiujiang decided to ask Xiao Liang what was going on.