Bird (Reporter Chen Tangan) – Yesterday, some media outlets reported that Bird is planning to enter the flat-panel TV market by producing and selling such devices. The report mentioned that Bird has already started reaching out to major home appliance retailers like Gome and Suning in an effort to launch its products as soon as possible. According to the media, while discussions with these retailers about flat-panel TVs—such as plasma and LCD models—are ongoing, no official sales have been confirmed yet.
So, what's really going on? When contacted by the reporter, Dai Maoyu, Executive Vice President of Bird Co., Ltd., denied any involvement of Bird’s shares in the plasma TV sector. He stated he had not heard of the news and was unsure of its origin. Analysts believe this denial might be a "smoke screen," similar to a previous incident last December when Bird also denied plans to enter the auto industry. At that time, the company claimed it wasn't entering the automotive sector, but it turned out that the Ningbo Bird Technology Group, not Bird Co., Ltd., was involved.
It is known that Bird Technologies is the second-largest shareholder of the listed company Ningbo Bird Co., Ltd. (Waveguide), while the largest shareholder is the Ningbo Electronics Group. The largest stake in Bird Technologies is held by the founding team of Bird Shares, including Xu Lihua and Li Bo.
Sources suggest that Bird often uses conceptual distinctions to confuse outsiders, as many companies under the "Waveguide" name exist. This confusion led to the earlier denial being technically correct, even though the actual project was carried out by another entity.
According to a reliable source, Bird Co., Ltd. is indeed planning to produce and sell plasma TVs. A person familiar with the company confirmed this to the reporter. It is said that Bird has been exploring the plasma TV market since mid-2023 and has already made decisions to proceed with the project. However, due to the lack of a suitable general manager for the project, the details haven’t been officially announced yet.
The source added that Bird currently lacks top executive talent. They believe the company will pursue a diversified strategy, aiming to expand into multiple industries beyond mobile phones and automobiles. The goal is to build a powerful multi-industry empire.
Analysts note that at the company's 10th anniversary celebration in 2002, Bird set a target of achieving 100 billion yuan in revenue by 2012. Given that last year's revenue from the mobile phone business was only 12 billion yuan, the challenge is significant. To reach the 100 billion target, the mobile phone division would need to grow 7.3 times annually over eight years—an unrealistic expectation given the slowing growth and shrinking margins in the mobile phone industry.
Thus, Bird must rely on other sectors to meet its goals. Reports suggest that the company is still pursuing the automotive industry as a potential new growth driver. Another well-informed source revealed that the claim that Bird gave up on the auto industry was incorrect. In fact, Bird is still working on car-related projects.
After ending its partnership with NAC, Bird has been seeking new partners using the same model: building a "shell" company without obtaining a production license. It is understood that the 3000-mu auto industrial park in Fenghua, Ningbo, remains reserved, with plans to start construction of the first phase covering 500 acres in early 2005, with an estimated investment of around 260 million yuan. Meanwhile, Bird’s Automotive Research Institute in Shanghai continues its work, with ongoing investments and R&D efforts.
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