Some time ago to Macao to attend the Conference of BenQ's global distributor, BenQ Chairman KY Lee and interviews with several other executives BenQ, feeling great harvest. By a Taiwanese company BenQ such a development path that can clearly see that the Chinese the company's future development path and the current face of the confusion, the Chinese companies can understand the challenges facing the future. Both Lenovo, Huawei, Haier, or, TCL, to some extent are facing the same problem BenQ, let alone such as BYD, Glanz and other typical manufacturing foundry enterprises.
the following article published in the Oct. 5 br> (his ambition to change the world has not changed, he is to change ourselves from.)
9 8th, Macau, MGM Grand Hotel's Grand Ballroom in the hundreds of color gathered representatives of different dealers They came from Greater China, Asia Pacific, Europe and Latin America and other regions. before dinner, wearing a white shirt POLO BenQ Chairman KY Lee (KY LEE) onto the stage. In a brief speech after He raised his voice loudly requested the audience: , and his face also revealed the self-deprecating smile.
this with people before the eyes of the hard-line stands in stark contrast to KY. Over the past two years, experienced a unprecedented setbacks, the China Taiwan Region The most well-known entrepreneurs almost disappeared from public view; Today, Return of the King, he is Liangbinbanbai, traces the years has changed in the past, he?
does not compromise the success of
tough, self-confidence , arbitrary, and this is KY Lee's character. He loves adventure, or at National Taiwan University sophomore, he and several classmates had to climb on the famous Pa mountains of Taiwan, the results were as lost in the woods for three full siege genius escape. After graduation he made a lot of adventure, gave up to join the newly established foreign-funded enterprises paid only 3 months a small company Acer, the Acer as No. 7 and a staff engineer. in the macro Acer house, he has been known maverick, known as the Acer not stay, in 1989, resigned to go to Lausanne, Switzerland Institute of Management Education.
1991 years, inspired by Stan Shih, Acer KY Lee back after the previous work did not continue, but they were all selected not optimistic about the business of computer peripherals that someone said he was When, KY Lee still does not change its hard-line personality mm he insisted on the establishment of Acer's Acer computers operate independently, adhere to the Acer already has two subsidiary companies to do the case of CD-ROM still do CD-ROM. It is also too strong because of his leadership style, even more than half of managers in charge when he was in charge after Acer chose to leave.
almost do not know what this is called compromise. deeply feel that people must adhere to the ideal can not be discounted. ideal may be realized later, or in a different manner, but between the ideal and reality, not leaving much room for compromise. He also makes people not living in, he decided to go its own way the year 1999, KY Lee will be independent of Acer computers, and the following year changed its name to Dentsu .2001 Acer, BenQ BenQ Dentsu launch new brand , s Scientology also associated with the UMC into AU Optronics (AUO), one of the world's top three LCD panel makers, the list of 2002 year, the company again changed its name to BenQ, which has no company name the also once the purple cyclone swept through the European market. from the revenue-scale point of view, BenQ has gone beyond the original Acer old club.
, of course, this is not the ultimate goal of KY Lee, BenQ's mainly because of income or from the ODM and foundry, which is the fate of the entire electronics industry in Taiwan. Taiwan's electronics industry companies as a group of Wolf, they could not create any new products, but whether it is laptop computers, mobile phones or LCD, once the product matured, enrich the sheep in prairie skyline, fish will rush forward, in order that less than 5% of the profit and kill each other.
KY Lee BenQ does not want to be the eyes of Gray Wolf, and do flying in nine male Eagle. To this end, he carefully build the global brand BenQ and BenQ I put in the billions of dollars in marketing expenses .2004, BenQ become the most popular European Cup football match sponsor; in this drive, the BenQ 50 year billion in revenue in the income of its own brand has more than 40%. However, to promote BenQ mobile phone brand, Motorola, BenQ and other large customers have lost nearly ten million phones a year of large orders, but he still is no turning back.
within, BenQ has emerged as almost the Acer, Asus par electronics brand, but they first come from Acer. but still underestimated KY Lee Shih's Samsung, Sony and other brands on the world.
biggest setback
ambitious KY Lee began a new adventure June .2005, BenQ acquired for nil consideration, loss-ridden Siemens mobile phone division. This is a Lookinr great or beautiful to look at not only the acquisition does not require a penny mm BenQ, Siemens and lose even get 2.5 billion euros of fourth-largest mobile phone manufacturers.
in the past, KY Lee, He insists to do mobile phones, Shih against BenQ was made of the results of the world's largest mobile phone design and manufacturing company; he wants to LCD panels, Shih feel too risky, but he still made the top three AUO LCD panel makers.
past success makes him more confident. before the announcement of the acquisition of a Saturday under the auspices of his, BenQ's board meeting has been open from 15:00 to 0:00, and ultimately through the acquisition of Siemens mobile phone business resolution. successful, very smart, but also activists, people from his past that he judged it. the acquisition of experience, advised him to be careful decisions mm in 1987 and 1990, Acer has spent heavily in the acquisition of two U.S. companies, due to indigestion caused huge losses accumulated over the years made almost destroyed.
However, KY Lee still decided to go for it. Shortly after the completion of the acquisition, football giants Real Madrid on a white shirt LOGO chest replaced by the SIEMENS BenQ-SIEMENS. Obviously, KY Lee expect to achieve through the acquisition of another great leap BenQ brand , after the completion of the acquisition of BenQ-Siemens joint venture company held a global dealer conference, he had puffed up with pride, said: , the world's top golfer Tiger Woods is black, the Japanese car companies heroes Nissan CEO Ghosn, the French nationality, the highest U.S. NBA players Yao Ming, the Chinese people. So, BenQ also can change the world. br> However, the final BenQ did not change the world, but was a change. As the lack of cross-border integration experience, acquired over the Siemens mobile phone business has been unable to stop the growing loss of market share to 9% from the beginning all the way M & A dropped to 3%. just one year's time, BenQ has been dragged down the acquisition was dying.
2006 年 9 28, in Neihu in Taipei BenQ headquarters held an emergency press conference, KY Lee a Language is not made to sit, listening to the general manager Li Xihua side BenQ announced that due to loss of German mobile phone subsidiary, BenQ Mobile is too large, from now on no longer continue to invest in BenQ filed for bankruptcy to the German government. live in an uproar, in the face media, a sharp questions, and I feel bad for KY Lee apparently has been no extreme patience, he got angry to ask BenQ grams with total financial officer refused to answer questions tour. press conference just ended, he opened a press Buyiburao They sped away.
through the acquisition of the BenQ into a world class brand of hope that this fall. to save the loss-making listed companies BenQ (TW, 2352), last September, KY Lee had to the brand's separation of business and OEM business, a listed company changed its name to better implement the capital reduction and the World of the main business shifted from its own brand OEM. At the same time, he resigned Qisda breath and total BenQ management positions, retaining only the chairman position.
After struggling for two years after the BenQ now has finally been revived. However, that is embarrassing KY Lee, BenQ is not the biggest player in his comeback carefully cultivated years, focusing on BenQ BenQ's own brand, but its components business in the global LCD industry AUO mm2007 big boom makes AUO 64% revenue growth, net profit increased more 5.2 times, while the focus on the OEM Qisda performance is also quite good last year.
change the world to change from their defeat
makes the acquisition of Siemens mobile phones to wake KY Lee, also made him see the young and BenQ a huge gap between world-class companies. Since the BenQ can not change the world, we must change ourselves. and only 7 years for a new company, KY Lee, founder of the character is the character of BenQ; to change the BenQ, you must first change his own .
KY Lee has been trying to change themselves. been trained, and have different voices and views. bit old partner, general manager of BenQ's CEO Li Wende more direct feel. In the past year when the annual budget discussions, KY Lee will attend each meeting, and with subordinates to discuss every detail and numbers. But when a few BenQ months ago he discussed the management and the budgetary situation in 2008, when he did not go Xikou those figures, but only asked them two questions: Why is this number? Why can complete this number? He has been conscious to the back, and the stage to the free play of his subordinates.
and not give me results in the first stage. Now I am more mature than I charge the following to be more mature than in the past. way to work retirement 12 years have Wenqi to Ren Mingji Greater China general manager. and most of BenQ's high compared to Hong Hanqing can be called a BenQ before ...... just joined and now, like Hong Hanqing such First the simple pursuit of scale, but to the trend of 3C integration to find a new blue ocean. start with the only start, the pursuit of their own uniqueness, which includes unique technology, product design, unique, unique profit model, customer service, ability to communicate the unique nature of the future from here start to become the first, only through the sole to become the first. on the LCD TV and monitors, projectors, laptops and MID (mobile Internet devices) these three products.
do : 9 Full HD LCD display, the first to introduce the ultra-short focus projectors, and the first agreement with the European telecom operators and launch commercial MID. At the same time, BenQ have quietly focus on the future market will adjust to emerging markets from Europe In particular, the Chinese mainland market up. KY Lee already know, for young BenQ, the storm in the mainstream market is really hard to take too much difficulty, but to seize the high ground, like outflanking, although the time taken may be longer.
now, BenQ's just a lack of heavyweight product, a comprehensive breakthrough in key areas, because no matter whether the laptop computer, projector or LCD TV, BenQ still have not be called the most mainstream brands, both China and Europe, has not yet become a global BenQ base. While the world-class long way to go, though the way forward has been changed from a forced march walk, but KY Lee's ultimate goal has not changed. In his recently published he cried out: in the electronics industry has achieved outstanding results in Taiwan's enterprises must have the courage to change themselves, from a simple OEM model coming out of the Wolf no longer be weighed down, and do the flying eagle, from the meters of altitude overlooking the future.
for this ultimate goal, the General Assembly on the channel in Macau, BenQ re-launched a new brand Lookinr great demand, and will launch a series of brand promotion in the future activities, trying to make this young brand BenQ lively, free and easy image is more deeply rooted. Formosa said Wang.
After a maiden voyage of the setbacks, stubborn KY Lee led the Army purple sail again. Compared with the previous one, as captain, he has changed a lot. This time, he was able to live up to expectations, rewarding you ?
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