Shopping malls such as battlefield!
If you win, you will eat everything. If you lose, you will have nothing.
Above the battlefield, not you are dead, it is me living;
Above the arcade, the law of the jungle, the survival of the fittest, was unprepared.
In this era of increasingly fierce commercial competition, who does not work hard, who will be eliminated.
Just recently, the household appliance industry made a loud noise, a generation of heroes, once the 'king of refrigerators', Xinfei Electric suddenly fell down!
Bankruptcy auction! Don't miss, Xinfei!
A stone provokes a thousand waves.
Recently, a judicial auction website suddenly received heavy news that Xinfei was about to go bankrupt and liquidate and carry out asset judicial auctions.
From June 28th to 29th, Xinfei Electric Appliances, Home Appliances, and Refrigeration Appliances will hold public judicial auctions with a starting price of 450 million yuan and a guaranteed margin of 100 million yuan.
In addition, the land under the new flight name, real estate, etc. will also be auctioned, with an auction starting price of RMB 115 million and a deposit of RMB 20 million.
Today, the new flight has all been discontinued, the factory area is empty, workshops, warehouses and even sealed, completely bid farewell to this era.
This means that this was once extremely successful, beating Samsung, Siemens, far better than Haier, Gree's first home appliance brand has completely collapsed.
A decade of glory, great moment
Xinfei, founded in 1984, is located in Xinxiang, Henan Province. It was transformed from a small arsenal. At the beginning of its establishment, it suffered heavy losses and even failed to pay for three consecutive months.
After Liu Bingyin took over, he not only turned quickly to profitability, but even a few short years, he sent the new flight to the first brand of domestic refrigerators. During its peak period, Xinfei’s sales reached 3 million units at a time, and its market share was as high as 20%.
Originally, in order to establish the brand of Xinfei, Liu Bingyin studied Zhang Ruimin and made a measure of bitterness.
The 400 new flying refrigerators were all lined up. On the spot, the production of substandard products was a disgrace to the new trapeze. A sledgehammer was picked up and 400 poor refrigerators were smashed.
At one point caused a sensation, Liu Bingyin scolded the topic of the refrigerator quickly spread all over the streets, became the talk of many people after dinner, Xinfei was also widely known, was labeled 'high quality' label, sales soared.
At the same time, the advertising phrase “Xinfei advertising is doing well, not as good as the new flying refrigerator” has begun to spread throughout the country.
Xinfei became the first in the refrigerator industry's 'four golden flowers'. The other three Haier, Rongsheng, and Meiling can only be ranked behind it. Samsung and Siemens are not rivals.
While the performance was soaring, Xinfei did not treat the employees.
At that time, working in Xinfei was a kind of glory. Looking for married women, blind couples dressed in new flying uniforms were better than suits and shoes.
In 1994, the monthly salary of the new flying factory was as high as 1,700 yuan. At that time, the average salary of the entire Xinxiang area was only 400 yuan.
In addition, during the holiday season, Xinfei will also send meters to employees, noodles and oil. The director, Liu Bingyin, even on the opening day, leads the executives to stand in the doorway to welcome employees to start work.
Employees are the real owners of Xinfei. Many people love new flying.
In 2003, a fire broke out in Xinfei. Before the fire engine arrived, employees rushed in to extinguish the fire. Although the factory was smoked dark, only ten days later, it was cleaned up by the employees. A new look.
However, when the fire broke out again in 2007, no one employee rushed in to fight the fire. Some people even looked at the fire and angered and shouted: Fuck it, burn it!
In just four years, people suddenly became disheartened, as if everything had changed.
Ten years without salary increase, new flight decline
People's hearts, Taishan move.
Liu Bingyin painstakingly rushed with the new trapeze. However, in the end, he was defeated by his own people.
In 1994, China was in the midst of a wave of investment promotion. The local government hopes to introduce foreign capital into new shares.
However, it was met with fierce opposition from Liu Bingyin.
We must know that the new flight at that time was just like the sun going down. Liu Bingyin was valiant and was trying to lead Xinfei to conquer the new world. How would he be willing to sell the new flight to others?
But unfortunately, the arm could not be screwed on the thigh, but eventually it was sold.
Xinfei Electric, Singapore's Hong Leong Electric Appliances, and Singapore Yuxin Electric's three parties respectively hold 49%, 45% and 6%, as Yuxin Electric is controlled by Fenglong Electric, which is equivalent to 51% of Xinfei Electric's controlling stake in Hong Leong. Electrical control.
Although Liu Bingyin still holds the right to operate, after that, various strategic operations will no longer be able to go smoothly, and they will suffer more.
Especially in 1997, Liu Bingyin looked at the Chinese air-conditioner market and tried to enter the air-conditioning sector. At that time, Whirlpool was preparing to sell a series of blue-wave air-conditioners with continuous losses. Liu Bingyin spotted an opportunity and shot it right away, but it was unexpectedly met with fierce opposition from the Singapore Board of Directors. Yes: Blind intervention, risk is too high.
The second time, in early 2000, Liu Bingyin once again tried to acquire Guangdong Sanrong Air Conditioning Co., Ltd. The handover time has been negotiated, but it was again rejected by the board of directors.
Liu Bingyin simply cried without tears, watched missed the best diversification opportunity.
For Xinfei, it is even more unfortunate that by September 15, 2001, Liu Bingyin suddenly died of stomach cancer in Guangzhou, and Xinfei lost its right to speak on the board of directors.
Although his successor, Li Genn, was strong enough to lead Xinfei to a new level in a short period of time, he had no choice but to have a weak foundation.
In particular, in September 2005, the local government of Xinxiang once again sold 39% of Xinfei’s shares to Hong Leong. At this point, Hong Leong’s shareholding in Xinfei Electric Appliances soared to 90%.
By 2006, Li Gen was replaced, and the new Singaporean Zhang Donggui took over Xinfei Electric. After that, he continued to airborne more than 400 senior executives. He almost exchanged all the senior management of the new flight.
Since then, the new flight is no longer a new flight of the new trapeze, the new trapeze is just a laborer.
In 2012, Xinfei even had a staff strike and protested against 'a decade of non-increasing wages.' Some people even moved the portrait of Liu Bingyin, who had been dead for 11 years, to the gate of the factory. The human resources manager took office and appeased and even had her egg cut.
Discrete people, new flights have been scattered, and at this time, the new management's path to death is further and further away.
Because the new management did not understand the Chinese market and blindly entered small home appliances, the quality was difficult to guarantee. The negative news in the market continued to appear. It was even repeatedly exposed by the TV station and the Bureau of Quality Supervision, which caused the brand image of Xinfei to be seriously damaged.
Afterwards, Xinfei began to deteriorate, and in the face of continuous loss performance, the new management even reduced the channels for the short-term statements to look good, which led to a further decline in sales and a vicious circle.
It is really embarrassing that the new flight has already fallen ill and has no medicine to save, so that it has fallen into bankruptcy and liquidation.
Conclusion
There is no successful business, only the era of business.
When the time abandons you, you won't even say goodbye to you.
When the founder of RT-Mart resigned, he said: I defeated all my opponents and lost to the times.
In this age of the jungle, in the era of survival of the fittest, it is not a big fish who eats small fish, but fast fish eat slow fish.
China's home appliance industry is a blue ocean. The momentum is fierce. The new flight catches the air and takes the lead.
However, it was a big morning and I had a late set.
Because of the loss of self-management rights, it was slow to operate, and it was completely missed by the market. It did not keep up with changes in the market. It did not attach importance to e-commerce channel changes, missed diversified opportunities, and later even destroyed the Great Wall, using inferior products to undermine its own brand image. , smashed, lost a good situation, was surpassed by Haier, Gree, the United States have surpassed, and finally fled in panic, and mourn for help, until the bankruptcy and liquidation, I am not sorry.
The new flight left a sigh for countless people, leaving a profound lesson for this era.
At any time, the right to self-management is essential. Even if capital is used to kidnap the industry, the outsiders will enter and operate indiscriminately and will only accelerate the demise of the enterprise.
Self-reliance, self-reliance, unity, seizing the market, and keeping up with the times are undoubtedly the magic weapon for victory.