"Do more do" Fund managers do not want to meddle in football ZTE

銆怉bstract銆?these two days, ZTE (000063.SZ) Forum internal voices on rumors the company title super staff talk to stimulate the enthusiasm of ZTE.



These two days, ZTE (000063.SZ) Forum internal voices on rumors the company title Super stimulated conversation ZTE staff enthusiasm.

And that within six months, ZTE second time passed and the football, "an affair" of.

The last time the rumor occurred in the last year in October, "To re-ZTE Shenzhen Jianlibao Football Club" --- this has been described as iron nail the public the fact that, in exchange for 20 million yuan in Tin Heng announced over Jianlibao club, the final proved to be a misunderstood by the public rumors.

However, three months after the renewed rumors. "I'm not sure why there is so much hype?" ZTE Handset Division show somewhat troubled by a responsible person, the company has always been low-key style of doing things, "we are not used to." As the results of the last two years faster increase in department head where the mobile phone division has been directed to operate, "the title super" of the core.

He acknowledged that the company is being contacted with the Football Association and other organizations, regarding the title of "evaluation and assessment", while on the developments, he believes that "hard to say."

ZTE headquarters in Shenzhen, deny two things: one is about "60 million" or "45 million" amount; two will join forces for the Football Association about the recent press conference. But after assessing the results of ZTE's statement is ambiguous: "As Hong Kong and Shenzhen listed companies, never the interests of shareholders and risk control will be very important position on the related operations are also guided by transparency, openness, honesty principle. "

Main reason: Brand pull

The most reason to believe that this is a cost-effective trading. Siemens earlier than on the fly it in the super huge cost in terms of the nearly 100 million yuan, 60 million yuan or 45 million yuan, or even lower price, just in the H-share listed for the financing of more than 3 billion yuan of ZTE, the is a cost-effective price.

Huawei, ZTE's direct competitor of market analysis, whether it is manufacturing its own topic, or return on investment from the market point of view, the price below 60 million yuan to get a "more than half of men concerned about the national event," the naming rights are "money well spent", the degree of concern is much higher than in 2003 marked the king Panda Mobile CCTV fly it in the results obtained at 100 million yuan.

The most critical is that the mobile terminal device from the system paradigm shift in marketing its brand has become ZTE pull within one to two years to break through the key. ZTE Sichuan branch of a source, until last year, ZTE's handset division revenue, mostly from PHS and CDMA mobile phones, the pattern of their over-reliance on China Telecom and China Unicom operator channels. But since last year, PHS market, ZTE has increased the contraction to GSM mobile phones on the market in investment, in particular the adjustment of distribution channels and brand the face of the general population propaganda.

The source said only a province of Sichuan last year, ZTE increase in the market officers (including Promoters) will have 280. "GSM mobile phone business growth is the focus of this year." He said ZTE is making money in the PHS, but the decline will inevitably promote the increase of PHS in GSM and CDMA mobile phones is expected to enhance revenue.

ZTE Access to Information show that in 2004 the company sold 10 million handsets, of which 2.2 million GSM mobile phone, more than in 2003 100%; CDMA mobile 2.3 million, up 230%; PHS 6.3 million, an increase of 144%. PHS is also high proportion of the overall, while the GSM has yet to be driving the brand.

"ZTE's GSM mobile phones now occupy certain market share, the brand is now pulling the best." Above market, said Huawei. The Sino data show that the end of 2004, ZTE GSM mobile phone market share of about 3%, Motorola, Nokia, Samsung's share of 10% -15%, and Bird, TCL and so on about 5% -7% . Still came in second and third camp, ZTE to go forward, on the one hand to increase the market forces, on the other hand, in the past with little regard for the brand in the consumer population is a key influence.

Hou Weigui style mutation?

ZTE, a veteran employee in the company's internal forum, said he joined the company for many years and understand the company's style, character trait, ZTE will not make the title of super move. He also said he told company executives asked the mobile phone division, the received response is negative.

The company's marketing department who told reporters that despite the company's publicly said, "demand from the end products of the brand, we need to find the previous system of devices of different communication carriers," including sports marketing approach. But from a historical point of view, the field of system equipment ZTE buried two decades, very few with the operators of public events outside of any form of contact. "In the past seem to have been sponsored chess game experience, but very little." He believed that in Chung's character, suddenly a controversial title, but concerned about the high degree of sporting events, that the personality of the ZTE is a great challenge.

ZTE veto staff that there is "Jianlibao" event in the former, I am afraid the title in one fell swoop would be a sentimental thing.

Shenzhen Jianlibao club's link to a high level, for the three months before the ZTE White Jianlibao club rumors, and his response was clear: "I have not approached Zhang ZTE on the transfer of the things I do not know, from my point of view, I just talked with the sponsorship of the things that ZTE has never spoken to transfer the issue. "

The above head of ZTE's mobile division, said: "To us to support a team that is not our profession. Our profession is to make products, engaging the team certainly did not come. We do not have management experience, our experience in the management of R & D staff, not management of the players. "

"We are financially conservative principles to be implemented to ensure the healthy cash flow. But in terms of business strategy, the preparation of the future market, future product planning research and development, can not be too conservative." Two months ago, ZTE Chairman Hou Weigui in an interview says. Some people say, Hou Weigui low-key acting, do not like to participate in recreational activities, "the time reading, occasionally play table tennis", from the individual concerned, and far removed from the football frenzy.

However, the cost to tens of millions of Super attack on Hou Weigui in terms of whether it is contrary to the conservative financial policy, or follow the business strategy of flexible response?

Fund Manager: "ZTE will not do this thing!"

"I judge that they not do that." ZTE, a heavily loaded A shares of the fund managers say for sure. This view was supported by another fund manager.

In their view, the cost of computing all the outside world are not representative of the logic ZTE's own calculation. "Indeed, to invest tens of millions super, its input costs and the marginal effect of the last to judge us very well." Fund manager said, "but it is not consistent with the operating style of ZTE."

He estimates concluded that: "one-off marketing costs 45 million yuan for the whole company is not large, but for cell phone division of a department is too much."

The fund companies that institutional investors had been questioned over the past ZTE "management costs too high", then up and down in a greater cost control efforts. The past two years, especially after the listing of H shares, control of costs ZTE is more strict than in the past. "By our calculations, the cost of control since last year, ZTE has been improving really into."

ZTE's third-quarter results of 2004 1-September, ZTE realized main business income of 16.3 billion yuan, net profit was 7.26 billion yuan, respectively, over the same period last year, up 66% and 145% profit growth in large in the main business revenue growth, thanks to three of its cost control.

The earnings report also showed that total handset sales ratio of the company's overall revenue 23.89%, system equipment as high-income ratio is still above 68%; from product gross profit, gross margin for the mobile terminal 18%, much lower than wireless communication and exchange of access products for 42% and 43%.

Fund managers believe that to maintain a relatively stable revenue-output ratio, the phone will not be too aggressive market launch. "ZTE is the money, but the company last year made clear cost control, I do not see ZTE will to do it."

It was a joke, no matter ZTE took over the Super or not, it has conducted a "zero cost" of successful marketing.








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