AutoBeta(AutoBeta.net)12/30 Report--

Sky eye check shows, December 29,, Zhuhai City Meizu Technology Co., Ltd. occurred industrial and commercial change, the original shareholders Huang Zhang, Tianyin Communication Holding Co., Ltd., Zhuhai Honghua New Kinetic Equity Investment Fund (limited partnership), Haitong Innovation Securities Investment Co., Ltd. withdrew, Geely holding company Wuhan Xingji Meizu Technology Co., Ltd. became the sole shareholder. At the same time, the market entity type of the company was changed from "other limited liability companies" to "limited liability companies (solely owned by legal persons not invested or controlled by natural persons)".

In February 2021, Meizu released an internal letter showing that Huang Zhang stepped down as CEO of Meizu and was replaced by his younger brother Huang Zhipan. Since then, Huang Zhang did not appear publicly until Geely acquired Meizu. In July 2022, Hubei Xingji Times Technology Co., Ltd. signed a contract with Zhuhai City Meizu Technology Co., Ltd., officially announcing that Xingji Times holds 79.09% controlling interest in Meizu Technology and obtains control over Meizu Technology, but both parties maintain brand independence. At the signing site, Huang Zhang, founder of Meizu Technology, who rarely appeared, and Li Shufu, founder of Geely, participated in the signing ceremony, holding their hands tightly together.

On the same day, Zhuhai City Meizu Technology Co., Ltd. underwent industrial and commercial change. The majority shareholder was changed from Huang Zhang to Wuhan Xinglian Times Technology Co., Ltd., the legal representative was changed from Huang Zhipan to Shen Ziyu, and the chairman was also changed from Huang Zhang to Shen Ziyu. After this transaction, Geely founder Li Shufu continued to serve as chairman of Xingji Times, and Shen Ziyu, vice chairman of Xingji Times, served as chairman of Meizu Technology. At the same time, Wuhan Xinglian Times Technology Co., Ltd. was renamed Wuhan Xingji Meizu Technology Co., Ltd. At present, Huang Zhipan still serves as CEO of Meizu Technology, and recently presided over the 2022 Charm Friends Conference. The official announcement Meizu 20 series flagship mobile phone will be released in the spring of 2023.

Meizu Technology, which used to be a well-known mobile phone manufacturer in China, can even keep pace with Xiaomi in the domestic mobile phone market. However, in recent years, Xiaomi Technology has its own place in both high-end and low-end markets, while Meizu Technology is difficult to sustain and gradually loses its past scenery.

In 2002, Huang Zhang became General Manager of Aegean Company, a Singapore joint venture. In 2003, Huang Zhang left Aiqin Company and came to Zhuhai, Guangdong Province to establish Meizu Technology. In the same year, he released the first MP3 product, and then launched Music card and MINIplayer series products to become the industry sales champion. In 2007, Meizu realized the transition from MP3 to smart phone era. At that time, Nokia was still the leader of the domestic mobile phone market, Lei Jun had not left Jinshan, the domestic smart phone market was still deserted, and Meizu became the first pioneer. In 2008, Meizu began to invest all its energy in the field of smart phones, committed to developing high-end smart phones, and released its first product, Meizu M8, in 2009, which was the beginning of Meizu mobile phone fame. Since then, Meizu entered the fast lane, fame, sales volume, market share continued to increase.

2010 was the culmination of Meizu's glorious history, and since then it has begun to decline. In this year Huang Zhang decided to retire, and Xiaomi was officially born two years later. In the next few years, the domestic smartphone market opened a melee, Meizu failed to further expand, but the latecomers came first. In 2012, Xiaomi shipped 7.19 million units and Meizu shipped more than 1 million units; when Xiaomi's target was 20 million in 2013, Meizu shipped only 2 million mobile phones.

In order to reverse the situation, Meizu Technology released a brand-new sub-brand Meizu Blue in December 2014, and officially released the first Meizu Blue Note mobile phone in January 2015. In February 2015, Meizu Technology and Alibaba Group jointly announced that Alibaba Group would invest 590 million US dollars in Meizu. With the support of Ali, Meizu and its Meilan brand released a total of 25 mobile phones in two years, especially 14 mobile phones in 2016. This kind of mobile phone route has really brought results. In 2016, Meizu shipped more than 20 million units, which is the highest year in Meizu's history.

However, this aggressive expansion strategy also brought sequelae, due to the investment in channels, supply chain, Meizu faced revenue and cost pressure is more serious. In addition, Meizu impact high-end hopeless, low-end market is occupied by Xiaomi and other manufacturers, Meizu development in trouble. In recent years, Meizu's share of the mobile phone market has shrunk dramatically. According to BCI data, Meizu market share was only 0.1% in January 2021.

In the context of a sharp decline in market share and unsatisfactory revenue development prospects, Meizu was acquired by Geely or the best destination. On October 27, Meizu announced the FlymeAuto system, which is a continuation of Meizu Flyme system on the smart cockpit. A few days ago, Meizu Zhuhai headquarters building has been hung with the latest publicity banner: future Flyme to "ALL in AUTO".

In response, Meizu said that the company's goal is to become an intelligent ecological brand with multi-terminal, full-scene and immersive fusion experience. FlymeAuto will focus on smart cockpit, intelligent travel and other fields in the future to help automobile brands transform from electric to intelligent.

Facts have proved that Meizu has completely lost its competitiveness in the mobile phone market, and the hope of winning by mobile phone has been very slim. Therefore, the current Meizu is no longer a pure mobile phone manufacturer, and has changed since Geely acquired Meizu. For the current Meizu, although maintaining a certain independence in the brand, but fully integrated into Geely has the hope of winning. According to the data, the accumulated sales volume of Geely Automobile in 2021 is 1.328 million, which owns Geely, Geometry, Extreme Krypton, Ruilan and other automobile brands. There is no doubt about its competitiveness in the automobile market. However, as a traditional automobile manufacturer, Geely itself also has certain disadvantages, especially in software system and vehicle system. For a mobile phone brand that has been developing for more than ten years, Meizu Flyme system is praised as one of the best Android operating systems in the market. Under such circumstances, the development of car system based on Flyme undoubtedly becomes the greatest value of Meizu, while FlymeAuto car system based on Flyme system is easy to use and complete in functions, which is likely to become the biggest bonus item of Geely Automobile.

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