Now that the refrigerator is mentioned, I believe that many people will first think of foreign brands such as Haier, Midea, Meiling, and Siemens. However, many years ago, the old refrigerator company Xinfei had written his own glorious history, and Haier, Rong Sheng, Mei Ling is also known as the "Four Golden Flowers" in the refrigerator industry and once set a record for the best.
But nowadays, the former refrigerator giant has been flying at sunset. According to a public report, since the end of last year, Xinfei has faced financial and financial pressure. The factory gate has been closed, the workshop has been shut down, and the warehouse has been sealed. It was at the beginning of this month. Xinfei was exposed as the sole channel of its three companies, Xinfei Electric Appliances, Xinfei Household Appliances and Xinfei Refrigeration Appliances, and it officially entered the 'judicial auction' channel. The public auction will begin on June 28th. The starting price is 4.5 billion yuan. It is reported that many domestic appliance companies intend to take over.
As a giant that once shone in the refrigerator market, the fall of Xinfei can now be regarded as a wake-up call for domestic refrigerator companies and even home appliance companies. After all, there is competition in the market, and competition will inevitably lead to the elimination of the brand. So, what about the rest of the refrigerator companies and home appliance companies?
Before that, let's take a look at the entire environment of the refrigerator market. Open data show that the refrigerator market is not optimistic about the situation in recent years. After the refrigerator market reached a high point in 2013, it entered a downward path for the next four years. Showing the decline in retail sales.
In 2018, the refrigerator market still showed no signs of boosting. The total omnichannel data of Oviyun Cloud Network shows that the retail sales volume of China's refrigerator market was 9.2 million units in January-April, 2018, down 3.2% year-on-year. This shows that today's The overall performance of the refrigerator market is still sluggish. Correspondingly, the market competition is also increasingly aggravating and companies are under pressure.
Therefore, when the entire market is difficult to boost, and the example of “flying” is still on the horizon, enterprises need not only to seek new momentum in order to stimulate user demand for new equipment, but more importantly, to learn the lessons of the new flight and avoid scouring the waves. Was eliminated.
Looking at the development of Xinfei, its decline may be roughly divided into two reasons. One is that after Xinfei achieved a joint venture with Singapore company Honglong Group, it gradually transferred its shareholding and management rights to the latter, and the latter was Refers to poor management. In the few years when foreign investors took over the new flight, Xinfei’s performance deteriorated sharply, and the brand’s value gradually faded.
The second is that despite the fact that 'Xinfei Advertising is doing well, it is not as good as the new flying refrigerator.' The slogan is quite classic, but in fact, Xinfei itself lacks deep insight and keen sense of smell on the development trend of the refrigerator market and home appliance market. Coupled with the lack of technical precipitation, it has caused no major breakthrough in product innovation. The speed of product upgrades is obviously slower than that of competitors and cannot keep pace with the times.
From the above two points, it can be seen that for domestic refrigerators and even home appliance companies, the first thing to note is that not only can not easily give up control, but also strengthen the ability to operate independently, and strengthen brand power.
For example, in the current color TV industry, with the rise of the Internet economy, traditional color TV companies have already started Internet content services. This is certainly a trend, but at present, many color TV companies have transferred their autonomy in this regard. Internet companies, but they only do hardware channels. To a certain extent, this approach weakens their own brand effect and makes dowries for others. In the longer term, once the path dependence is formed, the Internet of Things's intelligent era will come in the future. Compared with other companies with a complete ecosystem of hardware and software, companies that only have hardware will no doubt be at a disadvantage.
Then, companies need to accurately grasp market trends in addition to advertising marketing, seize consumer demand, increase investment in technology research and development, and timely launch corresponding products to take advantage of competitive advantages. This point is facing an urgent pressure for transformation and upgrading of the entire household appliance industry. Under the premise, it is more prominent.
As far as the refrigerator industry is concerned, fresh-keeping is still the main track for competition among major companies. In this regard, mainstream brands in China have a more dazzling performance: Haier refrigerators have fine-controlled micro-tunnel technology and intelligent constant-temperature technology, Casa di original Oxygen control and fresh-keeping technology, Midea Refrigerator introduced a microcrystalline fresh black technology, and Meiling M fresh raw refrigerator developed water molecule activation and preservation technology...
Although the technological paths of major companies are different, they are now collectively returning to the power-saving technology. It can be seen that the core pain points of users are still fresh, and it also indicates that the 'preservation war' of the refrigerator industry has started.
What the refrigerator company needs to do is to upgrade the technology, continuously introduce new products, bring better preservation experience for users, and further create differentiated competitive advantages, such as combining current AI, using intelligent means to improve the product's freshness preservation capabilities. .
In addition to the differentiated functions of the fresh-keeping track for the overall return of the refrigerator industry, refrigerator companies can also differentiate themselves through different usage scenarios, such as car refrigerators, children's refrigerators, and beauty refrigerators. It may also be a good choice.
The same is true for the entire home appliance industry. When the era of consumer upgrades and smarting comes, consumer decision-making has undergone great changes. Household appliance companies need to adapt to the new environment, combine traditional businesses with emerging technologies, and accelerate transformation. Upgrade pace.