Suspension of more than in March of new flying electrical appliances, will be officially resumed production February 8. February 7 there is news that the majority of new flying electrical Hong Leong Asia Limited (hereinafter referred to as 'Hong Leong Asia') has become the company The formal restructuring of investors forced the pressure of the funding chain, last year, Xinfei Electric hit the third stop production crisis in history, and now starting again, but not be optimistic.Experts believe that the refrigerator market has been set, the mainstream manufacturers to occupy For the vast majority of market share, the fringe of the new flight may be difficult to among them.
Hong Leong Asia to become re-investors
On February 6, Henan Xinfei Electric Appliance Co., Ltd. released an open letter to its employees titled "Letters to all employees, distributors, suppliers and other organizations or individuals" stating that February 3, 2018 In the afternoon, Xinxiang Intermediate People's Court (hereinafter referred to as Xinxiang Intermediate People's Court) presided over the holding of Henan Xinfei Electric Appliance Co., Ltd., Henan Xinfei Appliance Co., Ltd. and Henan Xinfei Refrigeration Appliance Co., Ltd. (hereinafter referred to as "Xinfei Three Company") Recruitment of investors for the second review of the meeting, the meeting decided to confirm the Hong Leong Hong Kong's official restructuring of investors.
However, as of press time ago, this open letter has not yet been disclosed on the official website of Xinfei Electronics Co., Ltd. Beijing Commercial Daily reporter dialed Xinfei Electric's official phone number, but the phone has been unable to get through.
It is understood that in the January 19 Xinxiang Intermediate People's Court held a new merger and reorganization case of the first creditors meeting, after an open competitive bidding, Beijing King & Wood law firm was designated as the new fly three company managers. According to the relevant person in charge of King & Wood Law Firm in Beijing, under the supervision and guidance of the Intermediate Court in Xinxiang, the manager will step up efforts to recruit new investors and help the new company to resume production by reorganizing the investors. A number of well-known enterprises submitted a resumption of investment intentions.
Under the Hong Kong subsidiary of Hong Kong, Hong Leong Group, Hong Leong, which is the largest shareholder of the new fly.According to one person familiar with the situation, many well-known domestic appliance manufacturers have had contact with the new flight, but without success. The source got the news from the inside of the new fly, because there is no suitable buyer, Hong Leong Asia had no alternative but to continue injection of capital, so that the new fly to resume production.He expects Hongkong short term will not seek to sell new fly.
Xinfei said in an open letter that under the supervision of Xinxiang Intermediate Court and the manager of Xinfei Company, Xinfei Company formally restructured investors will gradually resume production in the near future, and employees will gradually return to their jobs. The company's sales and supply , After-sales system will also gradually resume normal operation.In addition, according to the exact news, Xinfei Electric will be held on February 8 commencement ceremony, the official resumption of production.At this time, from the new aircraft recently announced the suspension of "stoppage production, forced Restructuring "for 3 months.
In early November 2017, Xinfei III announced that due to the market competition and the downturn, the new three companies sustained losses in the past few years, although foreign shareholders give a lot of money and support, but still can not completely restore the market decline The situation, and forced by pressure on the funding chain, the company currently only stop production activities.
Fall into the marginalized crisis
Xin Fei Electric Appliance has been hailed as one of the "Four Golden Flowers" in the refrigerator industry.In the 1990s, Xinfei Refrigerator had a brilliant moment, its product market sales and brand reputation second only to Haier, the market share of long-term occupation Three. Now the new refrigerator has been completely reduced to a marginalized brand .As a traditional home appliance business, the new flying electrical appliances in the past few years has repeatedly plunged into production, layoffs negative rumors.In 2012, a new fly refrigerator In May 2013, Xinfei accidentally announced that some production lines of Henan Xinfei Electrical Appliance Co., Ltd. were discontinued from the 28th of the same month and part of the employees of the company were also dismissed.
Data show that starting in 2011, the performance of the new flight continued to decline, sales fell from 988.3 million Singapore dollars in 2011 to 370.6 million Singapore dollars in 2016, and from 2012 consecutive losses.
For the new fly into such a situation, the industry believes that the decline of the new fly and the company's chaos of brand authorization are closely linked. In recent years, Xinfei has been caught in the whirlpool of trademark leasing operations, but also to the future of the brand new fly Fei, the ' Xinfei 'this operation, maintenance of well-known brands for many years authorized to use other companies, which can easily lead to brand unsafe factors.
In March last year held a national small appliances exhibition, exhibitors list, three at the same time on behalf of the new company to exhibitors, also claimed that they each have the right to use the new fly trademark, which is behind the new company It is reported that, in addition to refrigerators, other appliances category of new fly brand use rights are external leasing, used to earn brand royalties. Beijing Commercial Daily reporter also Has received a claim to 'free to send' new fly water purifier sales calls, people really difficult to distinguish between true and false.
'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 name of 'Xinfei' and will inevitably affect other categories under the brand name of 'Xinfei'. In the end, 'Xinfei' will be reduced from a name brand to a name brand. '
In addition, the home appliance analyst Liang Zhenpeng said that after the introduction of foreign investment into the new flight acclimatized is also one of the main factors dragging down the new fly back in 1994, Hong Leong Asia and the new group to form a new fly. However, Hong Leong Asia Main industries in the financial, real estate, hotels and other fields, the development of the new business is not conducive to the development of the flying electrical appliances.Because Hong Leong Asia's home appliance market in China do not understand and more conservative, but caused Xinfei missed the opportunities for diversified development .
Lost market dividend
For the reorganization of the new flying electric can return to the grand occasion of the year, the industry experts are generally not optimistic.Beijing Observatory, staple technology editor Ding less general analysis, even the restructuring, the new flight is also difficult to restore the previous Of the brilliant.On the one hand, the refrigerator market has entered the stock market period, the overall growth slowed, the new fly has lost the popularity of the market before the dividend. 'The current refrigerator market is sluggish, the market is almost stagnant, although there is a certain export market Growth, but the domestic market is still in decline year-on-year channel. '
Producer and observer Hong Shibin seems, the development of several major domestic appliance sector are declining, including the Hefei plate, Qingdao plate, Guangdong plate, the overall situation is not optimistic.
On the other hand, the competitive landscape is basically solidified. The advantages of Haier and Midea can not be shaken. Meiling, Hisense Kelon and Rongsheng have also established their own market positions. Whether they are brand influence or products, technologies and channels, etc. , Are completely at a disadvantage. "Major General Ding said.
Hong Shibin also pointed out that the new flight through a lot of trauma, difficulties in today's refrigerator market has basically determined the situation, to turn over a very small chance. 'Not only the refrigerator market, the mainstream appliance market, including air conditioners, color TV sets, washing machines Wait, have formed a giants carved up the pattern, Gree, Meiling, the United States, Haier and other brands are highly concentrated, the edge of the brand is difficult to gain a share.
In the Yikang market monitoring data show that in September last year, the retail sales of the new flying refrigerator, accounting for 1.83%, respectively, 1.04%, the first nine months of retail sales, retail sales were 2.83%, 1.7%, both products The price is only 2202 yuan, the market share of retail sales have long been squeezed out of the top 10. The market share has basically declared that the new flight has long been out of the mainstream market competition, only in the regional and 34 markets make a living.
On the future of the new fly, Liang Zhenpeng pointed out that the new fly in the refrigerator market now worthless, the best way is to bankruptcy, bankruptcy reorganization, the factory assets have some value, if there is a suitable business to buy, new Fly may still live, but the brand is concerned, the new fly in the refrigerator market has been too marginalized, the brand value has been lost while Mr. Ding believes that the new fly can do is to resume production in the fourth and fifth line market Looking for a certain market opportunity.