After several sales, the brand of Rongshida, a state-owned home appliance group that once enjoyed the whole country, is now in name only. In addition to the main business refrigerators, washing machines, microwave ovens attached to the Whirlpool and can be renewed, other brand authorizations scattered everywhere can only be ' It doesn't hurt, the mother doesn't love the stepfather's end. After the uninterrupted quality scandal, the name 'Rongshida' has long since disappeared, and its road to recovery will be extremely difficult.
After combing, Rongshida's small home appliance brand, which is currently controlled by Rongshida Rongdian Group, has been plagued by quality problems between 2015 and 2017. Under the spot checks of local quality supervision bureaus, Rongshida's small appliances such as electric hot pot, electric cake 1. Hey, electric fans, rice cookers, etc. become blacklists.
The operator World Network released an article on September 6, 2017, saying that the Jiaozuo City Administration for Industry and Commerce announced the “Statistical Table of the Results of Sampling and Testing of Refrigeration Appliances in the Circulation Field in the Second Quarter of 2017”. The results show that the 25 batches of the sampling were 2 batches were unqualified, and the Rongshida cold fan with model KTS-L26 was found to have electrical clearance. The creepage distance and solid insulation inspection items did not meet the standard requirements.
In July of the same year, CCTV Finance's "Consumer Life" column reported that Rongshida Electric Cake, which was produced by Hefei Rongshida Co., Ltd., was judged to be unqualified due to structural non-compliance and was forced to be removed.
On March 23, 2017, the Anhui Provincial Administration of Industry and Commerce announced the results of sampling inspections of kitchen appliances such as induction cookers in the circulation area of the province. The 7-batch samples such as 'Rongshida' 'Huasheng' and 'Camel' were unqualified, including Hefei. The thermal efficiency of rice cookers and induction cookers produced by Rongshida Small Appliances Co., Ltd. is unqualified.
Backtracking, March 16, 2016, Netease News reported that Rongshida's rice cooker is also famous in the black list in the special supervision and inspection of the e-commerce product quality announced by the Shandong Provincial Bureau of Quality and Technical Supervision.
In the same year, in the 'Net Net Action' launched by Alibaba, Rongshida's small household appliances were punished by the whole network, and the category involved electric hot pot. This means that some of Rongshida's products are banned in Taobao due to quality problems. Tmall, 1688 and other Ali's e-commerce platform continue to sell, and other products are also facing more stringent spot checks.
In 2015, the Shanghai Quality and Technical Supervision Bureau announced the results of the quality supervision and inspection of Shanghai electromagnetic cooker products in 2015, Rongshida induction cooker was detected serious quality problems.
The problem of product quality in the small household appliance market has been long-standing. The industry believes that the small household appliance industry has low technical thresholds, easy to copy products, and small enterprises are easy to enter the market, resulting in fierce market competition and serious product homogeneity. In order to capture market share, some small enterprises adopt a low-cost strategy, and use low-quality materials with low quality to replenish them in order to achieve the effect of lowering prices, which ultimately increases the risk of products. In addition, the industry channels are complex and there are many categories. Enterprises are scattered, and there is a lack of authoritative professional associations to self-discipline, which ultimately leads to the situation of unsupervised and difficult supervision.
Although the problem of quality problems of small household appliances is caused by industry reasons, the internal reasons of Rongshida's small household appliances are more complicated. After reviewing, the biggest problem of Rongshida brand is the confusion of brand authorization. Since 2008, Midea’s wholly-owned acquisition of Rongshi Dameiike joint venture After the company's entire shares, the Rongshida brand began to split, because after the acquisition, Midea only has the product line of Rongshida refrigerators and washing machines, and the 'Rongshida' brand is only temporarily rented. The brand use rights of the remaining products are still SASAC. All of the companies. For the United States, a temporarily rented brand is difficult to take care of. If you invest in the brand of 'Rongshida', you will face the brand license right after the brand license expires. The risk. The US's Wang Jianguo said that 'the US group did not dare to let go of the investment in Rongshida. The main reason is that only the right to use leads to too many uncertain factors, which constrains the expectation of the return on investment.' Ultimately led to the acquisition of Rongshida in the United States. Little Swan gave way to Little Swan and ended his cooperation with Midea in 2013.
Rongshida Rongdian Group, which has obtained the right to use Rongshida's small household appliance brand, may have the same concerns. According to industry insiders, the authorized party of Rongshida Small Appliances basically does not produce small household electrical appliances, but seeks OEM. In the case of brand authorization confusion Outsourcing of production can easily lead to quality problems in products. The employees of the socialization department of Rongshida Small Appliances Co., Ltd. also said in an interview: 'Some outsourced to the foundry to produce, some of which are produced by themselves'. However, Rongshida small appliances are currently on sale. There are many types of small household electrical appliances, and it is not known how many categories of products that Rongshida Small Appliances Co., Ltd. are responsible for.
At present, it is difficult to see the dynamics of Rongdian Group's enterprises or small household appliances products on the search engine, and more is the news of its transformation to the Internet industry platform. The future road of Rongshida small household appliances is still unclear. Different from the refrigerators authorized by Whirlpool, the washing machine and microwave oven brands have a clear positioning. The development path of Rongshida small household appliances may be more difficult.