'New fly ads do a good job, as good as the new fly refrigerator' Recently, when the once-known ad once again echoed in people's ears, the new flying refrigerator seems to have come to an end.
Recently, a restructuring by Henan Xinfei Refrigeration Appliance Co., Ltd., Henan Xinfei Electric Co., Ltd., Henan Xinfei Appliance Co., Ltd. jointly released the reorganization instructions circulating in the industry.Reform that in the face of market downturn and dilemma, the new Flying in the past few years there have been sustained losses.Under the pressure of the funding chain, the new flight that submitted to the government to restructure applications, under the supervision of the people's court under the law to carry out restructuring.
Hong Shibin, a senior observer in the home appliance industry, said in an interview with the "Daily Economic News" reporter that the new fly from the appliance giant to the verge of collapse, not a short period of change, which will have the law of corporate survival, is inevitable. To rebuild through restructuring, the chance is very small.
Brand gradually away from the market
'Forced under the funding chain pressure, the company currently only to stop production activities.' The restructuring statement said that as of October 31, 2017, facing market competition and decline, Henan Xinfei Refrigeration Appliance Co., Ltd., Henan Xinfei Electric Co., Ltd., Henan Xinfei Appliance Co., Ltd. sustained losses in the past few years, although foreign shareholders give a lot of money and support, or can not completely save the company face market challenges.
It is reported that the reorganization statement issued jointly by the above three companies, has been submitted to Henan Xinxiang Intermediate People's Court on October 30, 2017 reorganization application, under the supervision of the people's court according to law. "Daily Economic News" reporter Contact the new aircraft, the new aircraft said the new fly restructuring is true, but the details of the restructuring, the staff said the current restructuring of the matter has been fully taken over by the Xinxiang City Government, the specific matters I do not know.
"Daily Economic News" reporter found that there are still flying new products online sales of new products, but few have been able to see the new online tracking down the reporter visited the Beijing Chaoyang District, several Gome, Suning Yi When buying the next shop, did not find a new fly counter appliances.One of the shopping guide in the Suning Tesco told reporters: 'We here for a long time (before) do not sell the refrigerator Xinfei.
The reporter found in the official website of the new fly to the mall, the current sale of the product is only a few display can be sold, most products are displayed as 'arrival notice' or 'not for sale' and in all the product purchase page, There is a row of red warnings: 'Important note: Please contact customer service to confirm the local stock before payment!'
Compared to the official website, the performance of the new flight in the e-commerce platform will be more active in the Jingdong Mall, the new flight refrigerator and the official website does not appear out of stock phenomenon, and from the product reviews can also be seen recently there are consumers to buy In the Lynx Mall's new official flagship store fly, a original price of 1,769 yuan, the promotional price of 1288 yuan for the three-door refrigerator is the largest store sales of refrigerators, monthly sales of 359 orders, the latest commentary for the November 21 day.
'The current sales are mainly in inventory.' A working staff of the new flying electrical disclosed to reporters that the current production workshop of new flying electrical appliances has been discontinued, most employees did not leave but will not work, most of the normal work For sales staff.
The reporter as a consumer call the new official customer service, the customer service that only provides after-sale consulting services, does not provide pre-sales consulting services.NewFeed customer service said that after the new flight or 24 hours normal operation, did not receive the company to stop After-sales service notice.
Frequent changes in the ownership of its decline
Once the benchmark for the Chinese manufacturing industry, is now in bankruptcy crisis, during which the new fly? Many insiders told reporters that the main reason for the decline led to the new fly is the continuous changes in ownership.
In 1994, Xinfei Refrigerator became the pilot of Henan Province's strategy of grafting and reforming state-owned large and medium-sized enterprises by introducing foreign investment .In Xinxiang City, the successful introduction of foreign investment by Xinfei Refrigerator, in which Xinxiang City, representing the major shareholder of the new fly 49% owned by the Group, 45% owned by Hong Leong Group, the largest real estate and hotel investment developer in Singapore, and the remaining 6% held by Henan Yuxin Appliance Co., Ltd., founded by the Henan Provincial Office in Singapore. Since then, Became a Sino-foreign joint venture Xinfei Electric Appliance Co., Ltd. In the later period, a series of equity transfer was carried out, and Singapore Hong Leong Group realized absolute control over Xinfei Electric Appliance Co., Ltd., which accounted for 90% of the total equity of the company. The operation and management rights of the Chinese party were completely lost. Become a Singapore brand.
However, because Hong Leong Group does not do its own manufacturing business, but also not familiar with the Chinese home appliance market, in 2005 after the capital increase Xinfei Electric, Hong Leong and Xinxiang City Government signed an agreement, refrigerator air conditioners, Use, and small appliances in the field of the new fly trademark used by the Xinfei Group. The division of the right to use the trademark, making the new flight brand confusion, the name of the new company in the name of mush have popped up, including the use of infringement without permission Trademarks, but also authorized by the New Flight Group.
In the face of market dilemma, the focus of the new flying electrical appliances began to change, do not have the advantages of small household electrical appliances in the production of the case, the new flying electrical appliances will be 'treasure' bet on small appliances, made the decision to enter the small appliances. Small appliances have been negative, frequent quality and safety accidents, but also often boarded the quality inspection black list, which makes Xinfei accumulated decades of brand credibility was severely overdrawn.
In a few years the full takeover of Hong Leong, the performance of the new flight plunged down.Daily Daily News "reporter combed that since 2005, the market share of the new flying refrigerator began a sharp decline, as of 2012, the market share of the new fly refrigerator Has slipped to 6%, after which 4 years, the new flying refrigerator market share is even down to 3.2%, has long been thrown out of the refrigerator industry, the first and second echelon.
'Foreign investment into the new flight, and did not invest a lot of money in technology research and development and product operations.' In the above-mentioned new fly employees, foreign investment into the new flight, the nature of financial investment even more significant.
As for the status quo of the new fly, a person close to the new flying electrical insiders told the "Daily Economic News" reporter disclosed: 'At present, the new fly is being integrated, led by the Xinxiang city government, the reorganization of equity.'
'Chinese household electrical appliance enterprises to introduce foreign capital has not been successful case.' Hong Shibin said that according to its analysis, on the one hand due to differences in Chinese and foreign cultures, on the other hand is due to differences in the operating practices of Chinese and foreign markets, which may mean that China's household electrical appliance enterprises In the reform process, the introduction of foreign capital is not a good way.
New fly restructuring road where?
'New fly ads do a good job, as good as the new fly refrigerator', once the slogan catchy slogan, with the giants of the year that the scenery so that the new generation of fly into a memory of the company to some extent, the new The development of flying represents the pioneering history of China's early household appliances.
In 1984, the transformation of a military factory from the new fly, had invincible in the appliance market.In 1996, Xinfei reached its peak, ranked the top three refrigerator brands good results, the market share was as high as 20%, and Haier, capacity sound, Meiling and the refrigerator industry as the 'four golden flowers', when the new flying refrigerator was once the heart of people to judge the poor and rich benchmark, who have a new flying ice refrigerator, to some extent, means that the family more' Rich '.
Now, the past few "Golden Flower", the situation is different.Haier through a series of attempts, embarked on the road to intensive and brand management; Rongsheng refrigerator has been acquired by Hisense to become its brand, the market momentum is now strong ; Meiling refrigerator was received by Changhong under the command of the current still retains its market position. In contrast, when the 'Golden Flower' is clearly the most obvious degree of dying. According to the latest data show that the first 9 Month new refrigerator in the domestic market retail sales, retail sales accounted for 2.83%, 1.70%, the average price of 2202 yuan, has long been squeezed out of the top ten.
Hong Shibin believes that the decline of the new flying in addition to internal business philosophy issues, and the external environment is not unrelated. '' '' '' '' '' '' '' '' '' '' '' '' '' `` `` `` `` `` `` `` `` `` `` Hong Shibin said.
In fact, the "fall" of Xinfei also reflects the current status of the refrigerator industry to a certain extent.As the refrigerator market is gradually becoming saturated, the appliance manufacturers ushered in the bottleneck of the sales growth.YeKang data show that in the first half of 2017 The overall retail sales in the refrigerator industry recorded a negative growth of 1.2%. In 2016, the overall retail sales of refrigerators reached 32.35 million sets, an increase of 3.5% over the same period of previous year while retail sales amounted to 84.1 billion yuan, a negative growth of 0.7%.
Earlier, Xinfei Electric issued an internal letter to all new employees in the letter said that in the past few years, Henan Xinfei Electric Co., Ltd. has been in a highly competitive and challenging business environment in the intense household appliances industry Under the pressure of price competition, the profitability of Xinfei Company has become weaker and weaker.
Although the reorganization of the board of directors is not without room for redemption, but its "forced by the funding chain pressure, the company will stop production activities," the position also showed that once-fierce new flying electrical appliances only one step away from bankruptcy.This time, the new flying electrical Where will the destiny go?
Hong Shibin that, as the refrigerator market gradually to several head of the business gathering, the new fly want to get through their own internal restructuring 'chances of rebirth' may be zero.Now the overall value of the new flying electrical appliances, sales channels, brand In terms of the advantages of the new fly is not obvious, in this case, if the new fly as other head brands manufacturing base or logistics center, may have greater significance.