Bird (Reporter Chen Tangan) reported yesterday that some media outlets have claimed that Bird is planning to enter the flat-panel TV market, with discussions already underway with major home appliance retailers like Gome and Suning. According to the report, while Gome and Bird are in talks regarding flat-panel TVs—covering both plasma and LCD models—no official sales agreements have been reached yet. The question remains: what's really going on behind the scenes?
The reporter contacted Dai Maoyu, the executive vice president of Bird Co., Ltd., regarding these claims. Dai Maoyu denied any involvement of Bird shares in the plasma TV sector, stating he had not heard of such news and was unsure of its source. Analysts believe this denial might be a "smoke screen," similar to a previous situation last December when Bird also denied entering the auto industry. At that time, the company claimed it wasn't Bird shares but rather the Ningbo Bird Technology Group that was involved in automotive ventures.
It is known that Bird Technologies is the second-largest shareholder of the listed company Ningbo Bird Co., Ltd. (Bird), while the largest shareholder is the Ningbo Electronics Group. Additionally, the largest shareholder of Bird Technologies is the founding team of Bird Shares, including Xu Lihua and Li Bo.
Sources suggest that Bird’s denial about entering the car industry was due to a conceptual distinction, as many outsiders were unaware of the multiple companies under the Bird name. This confusion led to the initial denial being technically accurate, even if the actual player was a different entity.
According to reliable sources, Bird Co., Ltd. is indeed planning to produce and sell plasma TVs. A well-informed insider confirmed this to the reporter. It has been reported that Bird has been exploring the possibility of entering the plasma TV market since mid-2023 and has already decided to pursue the project. However, the lack of an appropriate project manager has delayed any official announcement.
Currently, Bird lacks experienced leadership in key areas. The company is expected to take a diversified approach, expanding into industries beyond mobile phones and automobiles. Its long-term 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 the mobile phone division only generated 12 billion yuan in revenue last year, this goal seems extremely challenging. To reach this target, Bird would need to grow its mobile phone business by 7.3 times annually over eight years, which is unrealistic given the slowing growth and shrinking margins in the mobile phone industry.
Therefore, Bird must rely on other sectors for growth. Reports indicate that the company is still working on its automotive projects, despite earlier claims that it had abandoned the industry. Another well-informed source revealed that Bird has not given up on car manufacturing. After ending its collaboration with NAC, the company has been seeking new partners using a similar model. While it cannot obtain a production license, it continues to work on its 3000-mu auto industrial park in Fenghua, Ningbo, with plans to start construction in early 2005. In addition, Bird’s Automotive Research Institute in Shanghai is still active, with ongoing investments and R&D efforts.
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