'New fly ads do a good job, as good as the new flying refrigerator.' This sentence has been popular in the north and south of the classic advertising slogans, is now becoming a swan song!
Recently, a statement about the restructuring of the new flying out of the appliance, 'forced by the funding chain pressure, the company currently only to stop production activities'.
Discontinued news already spread like wildfire
The statement jointly issued by Henan Xinfei Refrigeration Appliance Co., Ltd., Henan Xinfei Electric Co., Ltd., Henan Xinfei Appliance Co., Ltd. The reorganization note said that as of October 31, 2017, the above three companies are facing market competition and Decline, sustained losses in the past few years.So, although foreign shareholders give a lot of money and support, or can not completely save the company face market challenges.Under the pressure of the capital chain, the company currently only stop production activities.
The note states that Xinfei is prepared to take legal protection by entering a reorganization, enabling companies to enter a relatively safe operating environment and can focus on the strategic design of a company's regeneration. The company has started a working group that includes management Staff and representatives of Yongan Shanghai Consulting Co. At the same time, the supervisory body will be appointed by the court to supervise the reorganization and the working group will convert the relevant assets into cash but it will take time to process.
The three companies, which promised in the note, will deal fairly and fairly with the interests of creditors and shareholders, a better solution than liquidation and will bring the best results to all those involved, including staff and suppliers In the meantime, Xinfei also approached the cooperation opportunities and continued to develop the business opportunities of Xinfei brand, which said the Xinfei brand still has development opportunities in China.
According to local media reports in Henan, Xinfei Electric Factory area almost in an unmanned state, warehouses and workshops are affixed to the seal.Newly cut off the news on the appliance has long been in the appliance circle spread, Zhangqiu a appliance store Director Zhang Peng (should be interviewed upon request, this is a pseudonym) bluntly, 'It is not long stopped it? Is said to be in rectification, not bankruptcy, anyway, my store is not selling a new refrigerator.
Jinan rare fresh stores electrical stores
Zhang Peng store as early as four or five years ago, can not see the shadow of the new fly. 'Because of the venue restrictions, I basically only sell the top four brands in the industry.' In fact, many years ago, Zhang Peng Had done a new flying electrical appliances, and sold very well at that time, but this period is long gone he could not remember what year.Another reason for him to give up is that in recent years, Xinfei Electric has been Out of order, there is always stop news came out.
However, despite the cut-off news again, but in the electricity supplier and some home appliance stores can still buy the new flying electrical appliances in Lynx Mall, Jingdong Mall, Suning Tesco and other e-commerce platform, the new flying refrigerator are also participating in their own 'Double 11' activities in the new official website, but also can still order, but some models show 0 stock, and some marked 'temporary sale' .The official website staff also said that before the order Good communication with customer service
Guodian appliance store staff told reporters, 'Xinfei this brand, we do not have the store, there may be other big stores, but this brand few stores will have it!' Jinan another appliance store staff bluntly, At present, although the store is still selling new flying electrical appliances, but may indeed have changes in the near future.It is understood that as early as September of this year, Xinfei Electric has been in the domestic supermarkets gradually 'disappeared'.
According to local media reports in Henan, a local store in September received instructions from the headquarters, the major regions of the country on the sale of new products sold in the sale, withdrawal, and 'no return' point of view of the Jinan store, the new may also Will speed up the disappearance of speed. 'Now the inventory should be sold before it!' Zhang Peng speculation. However, the new flight customer service agents said, 'rest assured that the purchase on the line, we did not receive notice of discontinued.'
Just one step away from bankruptcy
Indeed, as Peng Zhang said, Xinfei Electric frequently ceased production of news that in recent years, Xinfei Electric repeatedly plunged into production, layoffs negative rumors.In 2012 and 2013, the new fly twice in a row into production Turmoil, but each time it was resumed normal production and operation shortly after the news came out.
Xinfei was established in 1984, the first 10 years of self-employed market has been expanding, in 2005 the sales of new flyers had as high as 3 million units, the peak period market share was almost equal to 20%. Later Singapore Hong Leong Group in 1994 and 2005 Twice the acquisition of shares of the new fly, controlling 90% of the shares of the new fly.Since then, the new fly embarrassed on the road, management for many years do not know how much dial, but also frequent labor strike strike.So, the new flight was Industry evaluation is that it is tossing death!
And this time, the new restructuring of the 'reorganization' from the bankrupt how far? It is understood that the reorganization is the 'People's Republic of China Enterprise Bankruptcy Law' is an important part of the creditors apply for bankruptcy liquidation of the debtor in the people's court After accepting a bankruptcy petition, the debtor or the investor who makes up more than one tenth of the registered capital of the debtor before declaring the debtor bankrupt may apply to the people's court for reorganization, that is, to reorganize and adjust the enterprise.
In other words, instead of immediately liquidating the assets of the insolvent debtors, the debtor and the creditors reach an agreement under the auspices of the court to formulate a reorganization plan that stipulates that within a certain period of time, the debtor may, in a certain way, repay the debts in whole or in part, while the debtor may We can see that the reorganization is not a bankruptcy but only one step away from bankruptcy, but if the reorganization is unsuccessful, the next step is for creditors to apply for bankruptcy liquidation of the debtor.
Refrigerator 'four flowers' return home
Step by step toward the decline of the new flight was once the refrigerator industry in China 'four golden flowers', and the other three were Haier, Rongsheng, Meiling.The four major brands was the rise of the last century 90 four refrigerator brands in the 90s of last century to the first few years of this century, the four brands have dominated the market, and later with the integration of capital markets, Rongsheng closed Hisense Kelon, Meiling Changhong integration, the new fly by the easy Lord gradually decline, gradually being The rise of the United States out of the semi-finals.
Taking a look at the old Four Golden Flower, Haier or former Haier, occupy the domestic refrigerator market share for the first time for many years.Recently, the domestic authority of the market research agency Yee Hong released the refrigerator in the first three quarters of 2017 market data show that Haier The refrigerator market share totaled 31.14%. Haier refrigerator 'thriving' trend of development for the rest of the industry refrigerator brands face a huge 'high pressure difference'.
The other three Golden Flower, have their own different return, Yung Sheng Kelong after the brand was weakened, the first brilliant memories have become; Meiling in recent years, although very hard, but the market is difficult to have a big expansion , But was beyond the wake of the beautiful, but the situation is much better than the new flight, and in the third quarter of this year, China's refrigerator market brand attention distribution, Meiling ranked followed by Hisense.
In fact, the refrigerator market has not been very successful in the past two years, but both the business and market research institutes recognize that the current refrigerator industry is facing a big advantage - an escalation of consumption that is crucial to the industry. According to China's high-end household appliances and consumption 36.9% of high-income consumers are willing to accept the high-end refrigerators at the price of 12000-16000 yuan released by the Organizing Committee of the Electronic Top Award in the 2016-2017 High-end Consumer Products Survey Report.