'New fly advertising done well, as good as the new fly refrigerator.' I believe many people on the phrase often appeared on television classic ad familiar, but how long did not see the new flying refrigerator? Unfortunately, children When the memories, I am afraid to be memories forever.
According to media reports, from Henan Xinfei Refrigeration Appliance Co., Ltd., Henan Xinfei Electric Co., Ltd., Henan Xinfei Appliance Co., Ltd. in November 1, 2017 jointly issued a restructuring statement said: The above three companies have been October 30, 2017 submitted to Henan Xinxiang Intermediate People's Court reorganization application, under the supervision of the people's court, according to the law to be reorganized.
You know, in the most glorious time of the new flying refrigerator, known as the refrigerator industry 'four golden flowers' boss, followed by Haier, Yung-Sheng, Meiling in the 90s of last century to the first few in this century In four years, the four major brands have dominated the market.In 1996, Xinfei reached its peak, the market share was almost equal to 20% - Gree has not yet started the refrigerator business.
In sharp contrast, this year Gree Electric's third-quarter results released in 2017 show that its current revenue of 416.9 billion yuan, setting a record high for the single-season history of the two businesses highly overlapping, and ultimately because of the different strategic layout Clouds across the mud, can not help but make a while sigh.
Even more unexpected is that with the integration of capital markets, the fate of the 'Four Golden Flowers' are also different ways: Rongsheng was incorporated into Hisense Kelon, Meiling Changhong integration, the new fly by the Lord gradually decline, was the rise Of the United States gradually out of the semi-finals. Only Haier refrigerator thriving, has become the market leader, and the first half of this year, market share contrarian growth of 9.8% to 30.6%.
Frozen three feet non-day cold.New flying appliances fell to such a point, the lessons behind is worth pondering.
First of all, the blind introduction of foreign investment, the failure of the new strategic transformation is the most critical reason.Sinfei Electric in 2002 under the guidance of local government, with the Singaporean enterprises Leung Group to achieve a joint venture.In 2005, Xinfei Electric state-owned equity transfer again, 39 % Stake once again fall into the hands of foreign companies, Hong Leong Group holds a high proportion of 90%, and took away the operation and management of the new flying electrical appliances.In the years after the full control of foreign capital, the new flight suddenly turned down, shut down the air-conditioned line, Factories, small refrigerator lines. Hong Leong Group itself does not do the manufacturing business, not very understanding of the Chinese home appliance market, resulting in a missed fly diversified opportunities for development.
Second, 'a woman is more married', brand-name changeless brand held in March this year, the country's small home appliances trade fairs, there are three companies also on behalf of the new company to exhibitors, claiming that they each have the right to use the new fly trademark .Behind its back is the new flight company 'new fly' brand to make 'a woman more than married' business decision.It is reported that ownership of Xinfei brand owned by Xinxiang City, Henan Province, the new flying refrigerator this business does not have Brand ownership, in addition to refrigerators, other appliances category new fly brand rights are foreign lease, for the use of brand royalties.
In addition, the new flying grass rate into the small appliances.New to the refrigerator, freezers and other large appliances known, but was acquired by foreign investors, it began to 'make death' rhythm: groping into the path of small household appliances industry. Sure enough, the new fly After the listing of small appliances has been negative continuously, such as Shanxi TV and Quality Supervision Bureau had exposed a new fly rice cooker kept serious quality problems.Without the small appliances technology, technology and personnel under the premise of blindly follow into the small appliance industry, Since then, negative news, frequent quality and safety accidents, overdraft brand integrity.
In addition, the appliance industry is fiercely competitive, and the scale of the refrigerator market has slowed down in the recent 10 years, even showing a year of negative growth. After 2010, the refrigerator industry started to meet the tide of consumption upgrade. Most of the refrigerator brands have consciously developed upgrading technologies And products, but the new flight is still in place, such as product design, Haier, the United States equivalent to the price of the product, they have long been introduced Cross refrigerator, pay more attention to beautiful design and the new fly due to R & D investment, product upgrades Was significantly slower than its competitors, most of the products are still mainly in the low-end, only in the regional and 34 markets to make a living.
Although there are many reasons for the failure of the new fly, but can not control the brand, the strategic formulation of serious mistakes, the new fly still unscrupulous, stand still; and competitors over the same period Haier is steady, continuous innovation, still maintain its impressive I am afraid that is the inspiration for the later.