On August 28, 2018, the launching ceremony of Xinfei Electric Appliances was officially held in Xinxiang, Henan. Xinxiang Municipal Party Committee Secretary Zhang Guowei, Mayor Wang Dengxi, Konka Group President Zhou Bin, Vice President He Jianjun, Chief Financial Officer Li Chunlei attended the ceremony. Xinfei Electric's suppliers, distributors and more than 100 domestic top media witnessed the launch of the conference. Before the Konka Group took office, Xinfei Electric had been in business difficulties for nearly one year for various reasons. After just two months of reorganization, the rejuvenated Xinfei Electric will re-launch.
The imperative national brand is reborn
On June 29 this year, Konka Group successfully bid for 100% of the shares of Sanfei Electric's three companies at a price of 455 million yuan, including the brands, patents and related fixed assets that Xinfei Electric has accumulated over the years.
One month ago, Konka Group released a new development strategy oriented towards transformation and upgrading. It will focus on the development direction of 'technology + industry + urbanization', and build a technology park business group, industrial product business group, platform service business group. The industrial layout of the four major business groups, such as the investment finance business group, is trying to create a platform-based enterprise driven by technological innovation. Baidian is one of the core product lines of the Konka Group's industrial products business group. It will be one of the important tracks for its future strategic expansion.
As a well-known brand born in the hot land of Xinxiang, Xinfei Electric Appliance Co., Ltd. was once the second largest brand of domestic refrigerators and one of the four brands of domestic refrigerators at the peak, especially the new volume of refrigerators, air-cooled, frequency conversion, etc. The research and development capabilities of the high-end products and the completeness of the product line are at the domestic advanced level, and the research and development capabilities and manufacturing level of the new flying refrigerator are also very competitive.
'Xinfei's complete product line sequence, high industry reputation, and valuable assets in terms of brand value, research and development capabilities, capacity equipment, talent team, etc. are all in the high-speed development period of Konka white electricity business. Big attraction. ' Zhou Bin said. At the same time, for the determination to reorganize the new flight, he said that 'can only succeed, can not fail.' Because this is related to the strategic issue of the long-term development of Konka white electricity business, at the same time, Konka Group solemnly promises to Xinxiang Government, Xinxiang People and Xinfeiren.
Konka Group is also full of confidence in reorganizing Xinfei. First, Konka Group has a strong background of central enterprises, resource advantages and capital platform. At the same time, reform dividends such as mixed ownership and supply-side structural policies will greatly help to restructure. The promotion of work; Second, Konka Group has a deep accumulation of 38 years in the consumer electronics industry. Its good mechanism and innovation culture will ensure that Konka will cooperate with Xinfei's supply chain, channel synergy and production synergy. Product synergies and other aspects will introduce its existing superior resources, operational experience and business model into new flights to achieve integrated development; Third, Konka Group's synergy and strategic matching with Xinfei Electric Appliance Industry will further open new flights. The industrial boundary will graft the situation and opportunities of Konka's current multi-service group expansion to Xinfei. In the horizontal direction of the industry chain, it will seek related new business, breakthrough and expansion in new fields, and promote the new take-off of Xinfei brand.
Xinfei Electric utilizes its advantages in technology, brand, product line and market resources, and the deep accumulation of “double swords” in the management of the company, institutional culture, brand marketing and market insights. Unleashed the market and commercial value of Xinfei Electric's reorganization, making 'Kangjia White Power + Xinfei Electric' become a new force in the domestic white electricity industry, let the future 'Kangjia White Power + Xinfei Electric' double Brand collaboration is full of more expectation and imagination.
Go all out to Xinfei Electric to resume production efficiently
The resumption of production was only two months away from the acquisition of Xinfei Electric by Konka Group. During this period, Konka Group and Xinfei Electric made a series of preparatory work: In early July, Konka Group and Xinxiang Municipal Government held a strategic cooperation signing ceremony. Achieved the unanimous opinion that Xinfei Electric will continue to take root in Xinxiang and promote the all-round upgrade of Xinfei Brand; in mid-July, Konka White Power Strategy Conference was held to clarify the synergistic development of 'Kangjia Baidian + Xinfei Electric' Operational ideas; in late July, Konka Baidian and Xinfei Electric's management completed the work handover; in early August, they gradually promoted the re-planning and rational layout of the new Feifei electrical production office, completed the business license change, and carried out the production plan. Related work such as scheduling and organizational restructuring; in mid-to-late August, the renovation of the factory building, the maintenance of production equipment and the coordination of production line personnel were initiated, and the production start-up ceremony was prepared in advance. The arduous work of realizing the resumption of production in a short period of time not only stems from the efficient execution of Konka Group, but also reflects the new fly of Konka Group. The rejuvenation of electrical appliances is highly valued.
In the preparatory work for the resumption of production of Xinfei, Konka Group has gradually developed around the direction of 'comprehensive revitalization and planning the future'.
In terms of revitalization, Konka focused on revitalizing talents, revitalizing products, and revitalizing channels. In terms of talents, Konka formed a new management team, and Zhang Zhongjun, the head of the white goods business of Konka Group, took the position of chairman. Lu Jian, former executive vice president of Multimedia Business Division of Konka Group, and Lv Jian, who has 13 years of experience in the white power industry, served as general manager; Han Wenyue, a polymer material expert, was the deputy general manager of the manufacturing system; formerly responsible for the sales of Konka white electricity Liu Bin served as the deputy general manager responsible for the sales of Xinfei; Feng Wenqin, the former head of the whitening business of Konka Group, served as the financial controller of Xinfei; the former chairman of Xinfei Labor Union, Yang Qinhe, served as the deputy general manager of the administrative work; Zhang Hongwei, the former head of the research and development of Xinfei New company R&D director.
The second is to revitalize the products. Konka Group knows that the products are the foundation of the development of the company and the foothold of the brand improvement. To this end, Konka Group has developed a short, medium and long-term product development plan based on the specific conditions of the new flight: 21 refrigerator freezer, business operations began in September. Product layout will be smart, healthy, and physical and technological development. In the next three years, Xinfei will invest more than 100 million yuan in product research and development, and strive to continue investment through 2 years. , to make Xinfei products reach the domestic first-class level.
Finally, to revitalize the upstream and downstream supply chain and channels, Konka Group will ensure that the new flight will officially start at the end of August, and the business will be fully launched in September.
Looking to the future, the brand revitalization is promising
For the new flight in the future, the positioning has been very clear: 'One is to maintain the relatively independent operation of the new flight, the second is to implement the dual-brand collaborative operation strategy of 'Kangjia Baidian + Xinfei Electric', and the third is to promote the capitalization of Xinfei at the right time. Operation. ' Zhou Binru said.
At the launching ceremony, Xinfei Electric also announced its strategic development goals and plans for the next three years. In terms of output, it exceeded 4 million units in 2020 and returned to the first-line brand camp. To achieve this goal, Xinfei Electric will be based on The actual situation, from the product line guarantee, marketing operation mode, manufacturing system to the three levels to fully promote, to ensure the success of the three-year production and operation goals.
In terms of employee employment, Xinfei Electric plans to recruit about 2,800 local personnel in the next three years, including 600 management, R&D and sales personnel, and about 2,200 production system management and frontline personnel. This will help improve local employment in Xinxiang. , make greater contributions to local economic development.
In addition, Konka clearly recognizes that at this moment, the global manufacturing industry is undergoing a revolution, intelligence, and automation will greatly enhance the efficiency and capabilities of the manufacturing industry. The new flight is naturally inseparable from the basic investment of intelligent manufacturing. Therefore, Konka will rely on its superior experience and resources in intelligent manufacturing in the electronic information industry to promote the intelligent transformation and upgrading of Xinfei production. The production capacity transformation and new construction will invest no less than 500 million yuan in the next three years to meet C2B, B2B, etc. Reverse customization to the flexibility requirements of production, improve system response speed and efficiency, and insert wings for the new fly.
In addition, with the support of the Xinxiang Municipal Government, there is already a solution to the brand problem of the new flight chaos. After Xinfei Electric completed the equity change, the Xinxiang Municipal People’s Government issued the relevant 'Measures' for the chaotic 'new Flying 'small home appliance brand clear, will make the 'Xinfei' trademark closer to clear.
Protecting national brands, revitalizing the real economy, and expanding the white goods business of Konka is the initial intention and vision of Konka Group's acquisition of Xinfei Electric. This new high-efficiency re-production of Xinfei Electric Appliances reflects the accurate grasp of the current national level by Konka Group. The spirit of strategy, shouldering the exemplary role of state-owned enterprises. Xinfei Electric has regained its wings, which is another step in the development of Konka Group's goal of tens of billions of revenues. A magnificent picture of a platform-level industrial blueprint. The new national brand, Xinfei, which started in Xinxiang, Henan, will surely be able to take off again here and return to the ranks of the electric industry.
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