'New fly ads do well, as good as the new fly refrigerator' I believe many people on this once the classic television ads often familiar language, but childhood memories, I am afraid to be memories forever. Xinfei, one of the "Four Golden Flowers" in the refrigerator industry, submitted a rescheduled application to the government due to poor management and the factory has also been discontinued. The Xinfei insiders confirmed to the Express reporter that the new-fly restructuring is true but unclear Future restructuring schedule.
As a 33-year-old home appliance brand, Xinfei has had two short-term shutdown after the start of production, and now after the third shutdown can still be back to life? Appliance industry veteran observers Liu Buchen told the Express reporter: 'Now the appliance market The competition is so fierce that once the business falls, it is just too hard to think of getting up and keeping up with the big forces because the market will not give you the chance to fix the mistakes. The chances that these weaker brands want a comeback are basically zero '
Foreign Monks did not read the good
The decline of the new flying refrigerator, a demarcation point in 2005. This is almost the consensus of the industry.
Liu Buchen told the Express reporter: 'New fly most of the time before selling to the Singapore company is still good, it is generally believed that a turning point in the development of the new fly company is controlled by the Singapore company.'
Indeed, the ever-changing equity ownership of Newfound is the main reason for the decline.As a Chinese company, Newfound experienced a joint venture to control the absolute change in foreign investment, however, behind the changes in ownership, the strategy of the new flying refrigerator is also adjusted several times. In 2005, Xinfei Electric Appliances Co., Ltd. under the leadership of local governments to achieve joint ventures with Singaporean enterprises Hong Leong Group in 2005. In 2005, the state-owned equity of Xinfei Electric Appliances was transferred once again, and 39% of the shares once again fell into the hands of foreign-funded companies with the shareholding proportion of Hong Leong Group reaching as high as 90% , And took away the operation and management of new flying electrical appliances.
Since Singapore's Hong Leong Holdings was controlled in 2005, the management of Newfly Airlines has been regularly appointed. This has led to frequent changes in management and erratic corporate strategy. As a result, Shinsei Refrigerator made one major mistake in making decisions.
In addition, there are reports that the new technology research and development go more than half of the personnel, research and development departments in name only, the loss of technical personnel, management personnel directly led to the decline of new products.
Public information shows that the Hong Kong-based Le Hong Kong Group, founded in 1963, is Singapore's best-known real estate and hotel company. "Hong Leong's Purpose of Buying a New Fly We do not think we want to make a new fly but want to sell it Good price, so in the past ten years, many times came the new fly to be sold, but many want to take the disk because the price is too high and no shot, 'Liu Buchen think.
'One woman is more than married' brand-name changeless brand
The industry believes that the decline of the new fly and the company chaos brand authorization are closely linked. In recent years, Xinfei has been caught in the whirlpool of trademark leasing operations, but also for the future of Newfound brand uncertainty, the 'new flight' this operation, maintenance for many years The well-known brands authorized to other businesses to use, which can easily lead to brand insecurity.
When Fenglong replenished Xinfei Electric in 2005, Hong Leong and Xinxiang Government signed an agreement that the new flyer brand in the field of refrigerator air conditioners should be used by Xinfei Electric Appliance, while the new flyer trademark in the field of small home appliance should be used by Xinfei Group. The division of usability brings untold trouble to the back.
The name of the company in the name of the new fly mushroomed out, including the use of infringement without authorization, but also authorized Xinfei Group. Xinxiang Xinfei Real Estate Development Co., Ltd., Henan Xinfei Washing Machine Co., Ltd., Henan Xinfei Kitchen & Electric Co., Ltd. Etc. In the early years, Xinfei Electric had made a lot of displeasure with the Xinfei Group when it authorized the use of the new flying trademark. In the business information inquiry system, after inputting Xinfei Electric appliance, it showed 1376 Home company
The above Newflight insiders told the Express reporter, the Xinfei Group licensing the brand to many small home appliances company, causing damage to the brand new flying However, consumers found the product out of the question, but also turned back to find new flying electrical appliances. Name contains New flying word company, many are inextricably linked with the new flying electrical appliances, either a new flying trader out of business, either on the sidelines, or simply fraudulent, many companies with complex backgrounds, and even some mutual ownership, These together constitute the fuzzy use of the new fly mark.
'On the surface, licensing the brand to multiple companies will benefit in the short term, but without a rigorous and effective monitoring mechanism, it will adversely affect the healthy growth of the brand in the long run. Is the integrity of the brand new fly, is bound to affect the other brands under the brand new fly.Finally, the new fly will be reduced to brand-name brand. 'Fusion Net CEO Wu Chun-Yong said.
Transformation of manufacturing base or a new way
New fly in the reorganization note said that as of October 31, 2017, Henan Xinfei Refrigeration Appliance Co., Ltd., Henan Xinfei Electric Co., Ltd., Henan Xinfei Appliance Co., Ltd. three companies face market competition and decline in the past few years Sustained losses, 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.
From the development of the past few years flyover situation, it is clear that the Hong Leong Group has been powerless, there is no good way to save the new fly.Industry analysts said that if there is no strong new shareholders settled, Xinfei Electric is Resilient to death.
In fact, almost every year in recent years, the news of the sale of new flying appliances.But industrial observer Hong Shibin that the overall value of the new flying electrical appliances in the sales channels, brand, the advantage of the new flight is not obvious, and these talented people Year has run out, but in this case, the acquisition of new flying electrical appliances, more likely to be used as a manufacturing base or logistics center.
In the eyes of Liu Buchen, it is no surprise that the new fly to the edge of the cliff is not exactly the same. However, the overall commonality is that the ability to adapt to the market is too poor to follow the market changes Adjust the company's development strategy, marketing strategy and brand strategy, do not adapt to the market will die.
For the future of the new flying electrical appliances, Liu Buchen and Hong Shibin closer view, said that from the current pattern of home appliance market, the domestic production capacity of mainstream refrigerators more saturated, and now the most likely way to fly the new appliance is to own part of the production line contract Go out
Event book
The new flying appliances and the rise and decline
To some extent, the development of new fly, is the pioneering history of China's early home appliances.
Xinfei, established in 1984, was reorganized by a local military enterprise in Henan Province, and in the 90s of the last century, Xinfei Refrigerator caught the thriving period of China's refrigerator industry and was at the forefront of China's refrigerator industry.
And the same year, Haier Zhang Ruimin like, the founder of the new flyer Liu Bingyin smashed 1,400 substandard refrigerators in public in 1990, indicating firm determination of product quality determination began to fully strengthen quality management, just less than two years, 1992 New year, the quality of the refrigerator to become the national ceremony was taken out of the country leaders, as China's home appliance manufacturing industry an international business card.
In 1996, Xinfei Electric ranks among the top three refrigerators in the country with a market share of nearly 20%. That is to say, four Golden Flowers of the famous Chinese refrigerator industry were released at this time. Xinfei and Haier, Rongsheng and Meiling together became representatives of Chinese refrigerator enterprises. After a decade can be described as a brilliant new decade, 1996-2005 ten years, the new refrigerator long position among the top three.
However, after 2005, with the absolute control of foreign-owned Singapore Hong Leong Group, Xinfei Electric Appliances Co., Ltd. will no longer enjoy its spectacular but twice shutdown. In the fall of 2012, the Xinfei Refrigerator was stopped for more than a thousand workers to claim a raise. With the rapid intervention of the government, Xinfei Electric made high-level compromises, and in 2013, it unexpectedly announced that some of its production lines had been discontinued since May 28, some employees of the company were also dismissed, and the crisis eased with the help of the government.
The first overall decline in performance of the new fly in 2011, then out of control .In 2012, the market share of the new flyer has dropped to 6%, in the next four years, the new fly refrigerator market Share is even down to 3.2%, has long been thrown out of the refrigerator industry first and second echelon.
According to the latest statistics, in the first nine months of 2017, the retail sales and retail sales of Xinfei Refrigerator accounted for 2.83% and 1.70% respectively. The average price of the products was RMB2202, which has been squeezed out of the top ten in the industry.