Car madman Li Shufu is going to be a "mobile phone madman" this time?

作者潘涛，编辑罗丽娟

Author pan Tao, editor Luo Lijuan

显然，"李书福制造手机"在业内外都引起了相当大的震动。

Obviously, "Li Shufu makes mobile phones" has caused quite a shock both inside and outside the industry.

9月28日，根据湖北发布的公告和吉利控股集团官方微博，以下关键信息：李书福正式进入手机领域，项目总部位于湖北武汉；定位高端智能手机，服务全球市场；同时，它可以在汽车智能方面相互授权，实现合作。

On September 28, according to the announcement of Hubei release and the official microblog of Geely Holding Group, the following key information: Li Shufu officially entered the mobile phone field, and the project headquarters is located in Wuhan, Hubei; Positioning high-end smart phones to serve the global market; At the same time, it can empower each other in the aspects of automobile intelligence and realize cooperation.

李书福手机的消息公布后，在社交媒体上引发了很多讨论，大多数网民对此并不乐观。"这等于死亡"和"自杀项目"，吉利官方微评论区也有类似的评论。

After the news of Li Shufu's mobile phone was made public, it triggered a lot of discussion on social media, and most netizens were not optimistic. "It's tantamount to death" and "suicide project", similar comments are filled in the Geely official micro comment area.

该公告确定了项目总部和定位方向。显然，李书福为制造手机做了"预谋"，至少比雷军制造汽车时宣布的准备要多。

The announcement has determined the project headquarters and positioning direction. Obviously, Li Shufu made a "premeditation" for making mobile phones, at least more preparations than Lei Jun announced when he made the car.

如今，已经有不少手机制造商开始了汽车制造项目，比如小米和苹果。从汽车到手机，李书福选择了"逆潮流而行"，这再次让他陷入了争议。

Nowadays, there are not a few car building players from mobile phones, such as Xiaomi and apple, who have started car building projects. Li Shufu chose to "go against the trend" from cars to mobile phones, which once again plunged him into controversy.

在签约现场，李书福谈到了生产手机的原因：

At the signing site, Li Shufu talked about the reasons for making mobile phones:

"未来，构建跨境用户生态链，依法筑起企业护城河已成为大势所趋，手机可以连接车联网和卫星互联网，创造丰富的消费场景，强化生态系统，为用户提供更加便捷、智能、互联的多平台服务屏幕互动生活体验。"

"In the future, it has become a general trend to build a cross-border user ecological chain and build an enterprise moat according to law. Mobile phones can link the Internet of vehicles and satellite Internet, create rich consumption scenes, strengthen the ecosystem, and provide users with a more convenient, intelligent and interconnected multi screen interactive life experience."

如今的智能手机不再受到限制，因此作为拨打电话和发送短信的通信工具，作为便携式移动终端，大量个人数据沉淀在手机上。如果你想利用这些数据，与越来越多的智能汽车产品合作，实现车机交互，手机是核心。如果你不想陷入困境，那么自己制作手机确实是一个可能的选择。

Today's smart phones are no longer limited, so as a communication tool for making phone calls and sending text messages, as a portable mobile terminal, a large amount of personal data is precipitated on the mobile phone. If you want to make use of these data, cooperate with more and more intelligent automobile products and realize vehicle machine interaction, mobile phone is the core. If you don't want to get stuck, making your own mobile phone is indeed a possible choice.

但从手机行业的角度来看，李书福目前赢得这场比赛的机会并不高。

But from the perspective of the mobile phone industry, Li Shufu's chances of winning the game are not high at this time.

根据第三方研究机构counterpoint，今年7月，维梧（包括iqoo）在国内智能手机市场的市场份额为24%，排名第一；Oppo排名第二，市场份额为20%；小米、荣耀和苹果分别排名第三、第四和第五，市场份额分别为15%、13%和12%。

According to the third-party research organization counterpoint, in July this year, the market share of vivo (including iqoo) in the domestic smartphone market was 24%, ranking first; Oppo ranks second with a market share of 20%; Millet, glory and apple ranked third, fourth and fifth, with market shares of 15%, 13% and 12% respectively.

前五名占据了84%的总市场份额，手机行业已经成为几大巨头的游戏。此外，在李书福之前，有许多领导人制造了跨境手机，但结果并不令人满意。

The top five occupy a total market share of 84%, and the mobile phone industry has already become the game of several giants. Moreover, before Li Shufu, there were many leaders who made cross-border mobile phones, but the results were not satisfactory.

红衣派领袖周宏利于2012年开始探索手机业务。为了加快进度，吸引资源，360与华为、海尔合作，投资Coolpad。然而，从那时起，几乎所有的手机都沉入大海，没有多少声音。

Zhou Hongli, the leader of the red clothes sect, began to explore the mobile phone business in 2012. In order to speed up the progress and attract resources, 360 cooperated with Huawei and Haier and invested in Coolpad. However, almost all the mobile phones launched since then have fallen into the sea without much voice.

董明珠曾经梦想过一部手机。"我想每分钟都做一部手机，太简单了。"格力在2015年开始了手机项目。在过去的几年里，格力已经推出了六款手机，但是销量很糟糕。董明珠曾经说过不止小米的手机，这成了一个笑话。

Dong Mingzhu once dreamed of a mobile phone. "I want to make a mobile phone every minute. It's too easy." Gree started the mobile phone project in 2015. Over the past few years, Gree has launched six mobile phones, but the sales are terrible. Dong Mingzhu once said more than Xiaomi's mobile phone, which became a joke.

而在高端智能手机的定义上，高价格并不是高端手机。一些手机领域的资深人士认为，高端机器的核心是产品和市场认知背后的群体。即使国内制造商小米、荣耀、oppo和维梧都有意争夺高端市场，但似乎只有华为可以在中国被称为高端机器，与苹果竞争。

And on the definition of high-end smart phones, high prices are not high-end phones. Some senior people in the mobile phone field believe that the core of the high-end machine is the group behind the product and market cognition. Even if domestic manufacturers Xiaomi, glory, oppo and vivo all intend to compete for the high-end market, it seems that only Huawei can be called a high-end machine in China and compete with apple.

有了朱瑜在前面，李书福必然会受到质疑。

With Zhuyu in front, Li Shufu will inevitably be questioned.

事实上，李书福制造手机的雄心壮志可能更像另一个疯子马斯克。最近，据报道，特斯拉将制造这款名为π型的手机。这款手机除了采用特斯拉独特的设计技术，包括封底的光色技术外，还采用了一些黑色技术，如与太空X卫星链高速卫星互联，上下行速率可达210mpbs；脑-机连接功能是用来代替因人脑损伤而丧失的一些功能。

In fact, Li Shufu's ambition to build mobile phones may be more similar to another madman musk. Recently, it is reported that Tesla will build this mobile phone called model π. In addition to adopting Tesla's unique technology in design, including photochromic technology in the back cover, this mobile phone also has some black technologies, such as interconnection with space X's satellite chain high-speed satellite, and the uplink and downlink rate can reach 210mpbs; Brain computer connection function is used to replace some functions lost by human brain injury.

特斯拉在新能源汽车领域工作多年。去年，全球销量接近50万辆，而李书福在2020年刚刚遭遇了蓝色吉利行动计划的失败。

Tesla has worked in the field of new energy vehicles for many years. Last year, the global sales volume was nearly 500000, and Li Shufu just suffered the failure of the blue Geely action plan in 2020.

与马斯克相比，李书福在智能汽车的技术储备方面无法为他的手机业务带来太多的积累。

Compared with musk, Li Shufu can not bring much accumulation to his mobile phone business in terms of technical reserves in smart cars.

疯子李书福

Madman Li Shufu

事实上，李书福已经不是第一次越境，也不是第一次不受欢迎。"疯子"的头衔来源于他的跨境汽车制造。

In fact, this is not the first time that Li Shufu has crossed the border and is not favored. The title of "madman" is derived from his cross-border car making.

2001年，李书福、刘传志、王石等人出现在中央电视台的对话节目中。当时，李书福造车的梦想也不被理解，甚至被认为是"荒谬的"。

In 2001, Li Shufu, Liu Chuanzhi, Wang Shi and others appeared in the dialogue program of CCTV. At that time, Li Shufu's dream of building a car was also not understood, and even considered "ridiculous".

"世界在变，社会在变，人类在变，一切都在变。如果你用旧观念和传统观念看待新世界，世界本来就是一个大迷宫。你怎么能在这个大迷宫中摆脱自己的路呢？"

"The world is changing, society is changing, mankind is changing, and everything is changing. If you look at the new world with the old ideas and traditional ideas, the world is originally a big maze. How can you get out of your own way in this big maze?"

面对质疑，李书福当场作出了回应。

In the face of doubt, Li Shufu responded so on the spot.

这种确定性与他过去的创业经历有关。李书福，出生于浙江省台州市，从父亲那里拿到120元，在以三分之差辍学后开始创业生涯。

This certainty has something to do with his past entrepreneurial experience. Li Shufu, born in Taizhou, Zhejiang Province, took 120 yuan from his father and started his entrepreneurial career after he missed the University by three points.

他早年从事摄影事业。起初，他只能背着相机在公园或街道上拍照。攒了半年的钱后，他租了一家商店，开了一家照相馆。

In his early years, he had a photography business. At first, he could only take pictures in parks or streets with his camera on his back. After saving half a year's money, he rented a store and opened a photo studio.

在这段时间里，李书福也很感动，因为他无意中发现冰箱配件卖得很好。1984年，他与几位兄弟合伙成立了黄岩市石渠冰箱配件厂。那一年，21岁的李书福担任了厂长。

During this period, Li Shufu also moved his mind because he accidentally found that refrigerator parts sold well. In 1984, he partnered with several brothers to set up Huangyan Shiqu refrigerator parts factory. That year, Li Shufu, 21, became the factory director.

仅在过去的一年里，李书福就从生产冰箱配件转向直接生产冰箱。1989年，他的北极花冰箱厂年产值超过1000万元。然而，从那时起，由于国家对冰箱实行定点生产制度，李书福的冰箱厂关闭了。

In the past year alone, Li Shufu went from producing refrigerator accessories to directly producing refrigerators. In 1989, the annual output value of his Arctic flower refrigerator factory had exceeded 10 million yuan. However, since then, due to the state's fixed-point production system for refrigerators, Li Shufu's refrigerator factory was closed.

随后，李书福南下到深圳大学"充电"，到海南投资房地产，几乎失去了一切。这段经历让李书福回到了制造业。回到浙江后，他有了制造汽车的想法。

Subsequently, Li Shufu went south to Shenzhen University to "recharge" and went to Hainan to invest in real estate, almost losing everything. This experience made Li Shufu return to the manufacturing industry. After returning to Zhejiang, he had the idea of building a car.

但是，制造汽车的梦想并不容易实现。20世纪90年代，汽车制造业不向私营企业开放。李书福只能"围魏救赵"，先造摩托车。直到1999年，时任国家计委主任的曾培炎来到吉利集团视察，他才看到了这个机会。

But this dream of building a car is not easy to realize. In the 1990s, automobile manufacturing was not open to private enterprises. Li Shufu could only "surround Wei and save Zhao" and build motorcycles first. It was not until 1999 that Zeng Peiyan, then director of the State Planning Commission, came to Geely Group for inspection that he saw the opportunity.

"请允许私人企业家梦想汽车。如果他们失败了，请给我一个失败的机会。"李书福慷慨激昂的供词从那时起就被无数次提及。

"Please allow private entrepreneurs to dream of cars. If they fail, please give me a chance to fail." Li Shufu's impassioned confession has been mentioned countless times since then.

2001年中国加入世界贸易组织前夕，吉利终于获得了汽车生产资格。

On the eve of China's accession to the World Trade Organization in 2001, Geely finally obtained the car production qualification.

除了失去在海南的房地产投资外，李书福似乎每次过境都能获得一些好的结果。2010年，吉利甚至创造了蛇吞大象的奇迹，成功收购了沃尔沃。

In addition to losing his investment in real estate in Hainan, Li Shufu seems to get some good results every time he crosses the border. In 2010, Geely even performed a miracle of snake swallowing elephant and successfully acquired Volvo.

离开中央电视台对话节目17年后，在李书福成功获得戴姆勒9.69%的股份后，对自己的汽车制造不乐观的刘传志在一次论坛上承认他看错了。"今天，这个'疯子'收购了沃尔沃，成为了梅赛德斯-奔驰的大股东。这难道不是中国企业家长的面孔吗？"

17 years after leaving CCTV's dialogue program, after Li Shufu successfully won 9.69% of Daimler's shares, Liu Chuanzhi, who was not optimistic about his car making, admitted at a forum that he had read it wrong. "Today, the 'madman' bought Volvo and became a major shareholder of Mercedes Benz. Isn't that a face for Chinese enterprise parents?"

过去的成功经验无疑会给人们的性格带来更多的确定性。

Past successful experiences will undoubtedly bring more certainty to people's character.

李书福在将燃料汽车转化为新能源方面也表现出了他的激进主义。

Li Shufu also showed his radicalism in the transformation of fuel vehicles to new energy.

2015年，随着"蓝色吉利行动"新能源战略的发布，吉利推出了首款纯电动汽车——迪豪电动汽车。

In 2015, with the release of the "blue Geely action" new energy strategy, Geely launched its first pure electric vehicle - Dihao ev.

当时，新能源汽车方兴未艾。威来汽车刚刚成立，特斯拉仍然是中国市场上的"新面孔"，吉利汽车的总裁李书福也希望所有的一切都是新能源。与百度、富士康、腾讯合作，投资FF，李书福的动作一个接一个。

At that time, new energy vehicles were in the ascendant. Weilai automobile had just been established, Tesla was still a "new face" in the Chinese market, and Li Shufu, the head of Geely Automobile, had wanted all in new energy. Cooperating with Baidu, Foxconn and Tencent, investing in FF, Li Shufu's actions one after another.

然而，即使是一个持续成功的疯子也未必每次都能做出正确的判断。

However, even a continuously successful madman may not be able to make the right judgment every time.

李书福曾在2018年设定了蓝色吉利行动的核心目标："到2020年，吉利90%以上的汽车将是新能源汽车。"但理想比现实更为充分。过去几年，吉利的目标一直没有实现。数据显示，吉利2020年新能源销量将达到72900辆，仅占吉利年总销量的5.5%。

Li Shufu once set the core goal of blue Geely action in 2018: "by 2020, more than 90% of Geely's vehicles will be new energy vehicles." but the ideal is fuller than reality. Over the past few years, Geely's goal has not been achieved. The data show that Geely's sales of new energy in 2020 will be 72900, accounting for only 5.5% of Geely's total annual sales.

从市场角度看，吉利品牌并未列入2020年国内新能源汽车品牌销量前十名。

From the perspective of the market, Geely's brands were not listed in the top 10 sales of domestic new energy vehicle brands in 2020.

可能性有多大？

What is the odds?

如今，吉利正处于向新能源转型的关键时期。

Today, Geely is in a critical period of transformation into new energy.

"蓝色吉利行动计划"失败后，李书福感叹道："虽然没有如期完成，但这并不奇怪，这不是错误的战略方向或战略实施的失败，而是历史机遇尚未成熟，外部战略条件尚未形成。"

After the failure of "blue Geely action plan", Li Shufu sighed: "although it was not completed as scheduled, it is not surprising that this is not the wrong strategic direction or the failure of strategic implementation, but the historical opportunity is not ripe and the external strategic conditions have not been formed."

今年2月，他提出了"蓝色吉利行动计划"，并将其分为两部分。

In February this year, he put forward the "blue Geely action plan" and divided it into two.

一是重点发展节能新能源汽车，其中90%为新能源混合动力汽车，约10%为传统节能小排量汽车；第二个计划是建立一家新的纯电动汽车公司，专注于纯电动智能汽车。

The first plan is to focus on energy-saving and new energy vehicles, of which 90% are new energy hybrid vehicles and about 10% are traditional energy-saving and small displacement vehicles; The second plan is to establish a new pure electric vehicle company, focusing on pure electric intelligent vehicles.

2018年以来，由于汽车市场寒冬的到来，重庆力帆、一汽夏利等众多汽车品牌纷纷下挫。吉利的生活并不轻松。其收入在2019年开始下降，并在2020年受到疫情影响。

Since 2018, due to the arrival of the cold winter in the auto market, many auto brands, including Chongqing Lifan, FAW Xiali and other auto enterprises, have fallen one after another. Geely's life is not easy. Its revenue began to decline in 2019 and was affected by the epidemic in 2020.

新能源的转型将带来痛苦，但这是唯一的出路。与之前的激进派相比，李书福的新计划似乎过于保守，

The transformation of new energy will bring pain, but it is the only way. Compared with the previous radical, Li Shufu's new plan seems too conservative,

为了实现这一转型，吉利计划了几家纯电动品牌，如沃尔沃旗下的geometry、枫叶和极地之星，试图降低风险。这些电动汽车产品选择了"油电转换"的理念。

In order to realize the transformation, Geely had planned several pure electric brands, such as geometry, maple leaf and polar star under Volvo, trying to reduce the risk. And these electric vehicle products choose the idea of "oil to electricity".

中信证券汽车分析师李开蒙认为，为了快速响应市场需求，可以理解，汽车企业的首款电动车产品采用了油改电的方式。然而，2020年上市的车型仍然采用"油改电"的理念，因此"不够真诚"。毕竟，大多数"油转电"产品都存在耐久性短、充电慢、底盘不稳定、操控性差等缺点。

Li kaimeng, an auto analyst at CITIC Securities, believes that in order to quickly respond to market demand, it can be understood that the first electric vehicle product of auto enterprises adopts the way of changing oil to electricity. However, the models listed in 2020 still adopt the idea of "changing oil to electricity", so they are "not so sincere". After all, most of the "oil to electricity" products have short endurance, slow charging, unstable chassis, poor handling and other shortcomings.

这也或多或少地影响了几何在C端消费者心中的品牌形象。

This also more or less affected the brand image of geometry in the hearts of C-end consumers.

2021年3月，吉利汽车宣布推出新能源品牌krypton。在发布的同时，该品牌推出了其首款车型polar krypton 001，在当时的市场上引起了消费者的强烈反响。在开通预订两个月后，polar krypton于6月15日宣布将停止接受意向付款，并通知消费者2021年的订单已满。这辆车将于今年10月按顺序交付。

In March 2021, Geely Motor announced the launch of a new new energy brand, krypton. At the same time of its release, the brand launched its first model, the polar krypton 001, which aroused strong repercussions from consumers in the market at that time. Two months after opening the reservation, polar krypton announced on June 15 that it would stop accepting the intention payment and informed consumers that the delivery order in 2021 was full. The car will be delivered in order in October this year.

但随后车主透露了这一消息，并在交货前提高了价格。"标准配置"改为"付费选项"，指向吉利丑陋的外表，导致大规模的权利保护。

But then the car owner broke the news and raised the price before delivery. The "standard configuration" changed to "paid option", pointing to Geely's ugly appearance, causing large-scale rights protection.

吉利在改造新能源和创造"未来旅游"生态方面投入了大量资金和精力。现在，李书福有了手机的梦想。

Geely has invested a lot of money and energy in transforming new energy and creating a "future travel" ecology. Now, Li Shufu has a dream of mobile phone.

在宣布制造手机的消息之后，香港股票吉利汽车股价在同一天上涨了3.5%以上。截至收盘时，该股收于22.45港元，上涨2.28%。在过去的近14个交易日里，吉利的股价下跌了约20%。

After the announcement of the news of making mobile phones, the share price of Geely Automobile, a Hong Kong stock, rose by more than 3.5% on the same day. As of the closing, it closed at HK $22.45, up 2.28%. In the previous nearly 14 trading days, Geely's share price fell by about 20%.

尽管从财务角度来看，吉利控股2021年半年度报告显示，期末现金流和现金等价物余额高达1000亿元，而手机投资为100亿元，但拿出这笔资金并不是什么大问题。

Although from a financial point of view, Geely Holding's 2021 semi annual report shows that the balance of cash flow and cash equivalents at the end of the period is as high as 100 billion yuan, compared with 10 billion yuan invested in mobile phones, it is not a big deal to take out this fund.

但手机行业长期以来一直是一个有钱可以做事情的阶段，软件生态非常重要。尤其是在供应链中，大量的电子设备，尤其是芯片都存在短缺。在这方面，吉利甚至没有任何积累和发言权。吉利想要制造的是高端手机。

But the mobile phone industry has long been a stage where money can do things, and the software ecology is very important. Especially in the supply chain, there is a shortage of a large number of electronic devices, especially chips. In this regard, Geely doesn't even have any accumulation and voice. What Geely wants to build is high-end mobile phones.

万联证券的报告指出，智能手机的创新已经到了中场后期阶段。虽然以消费互联网为代表的垂直内容创新使得用户手机上的应用数量日益增加，但对处理器、电池寿命、存储等方面提出了更高的要求，但用户对智能手机终端的热情呈下降趋势，这与他们缺乏破坏性创新密切相关。随着物联网场景的逐步发展，移动互联网迫切需要转移到下一代大流量智能终端，智能车还是不错的选择。

Wanlian Securities report pointed out that the innovation of smart phones has reached the late stage of midfield. Although the vertical content innovation represented by consumer Internet makes the number of apps on users' mobile phones increase day by day, it puts forward higher requirements for processor, battery life, storage, etc. However, users' enthusiasm for smart phone terminals shows a downward trend, which is closely related to their lack of disruptive innovation. With the gradual development of the Internet of things scenario, the mobile Internet urgently needs to be transferred to the next large flow intelligent terminal, smart car or a good choice.

从这个角度来看，如果手机只是吉利的一个配件，李书福没有太大的压力来制造它。然而，打造一款能够打破怪圈、脱离吉利车主用户群的高端手机似乎是不现实的。

From this point of view, if the mobile phone is only an accessory of Geely, Li Shufu doesn't have much pressure to make it. However, it seems unrealistic to build a high-end mobile phone that can break the circle and get out of Geely's owner user group.

Link：https://new.qq.com/omn/20210929/20210929A0HO2D00.html

update time：2021-09-30 17:12:02