On the morning of August 28th, Xinfei Electric held a production launching ceremony and announced the official resumption of work at the end of the month. Konka Group said that it will focus on talents, products and channels to revitalize the new business and achieve a breakthrough of 2020. The goal of Wantai's production capacity. Industry insiders analyzed that Konka's capital injection, coupled with the brand influence of Xinfei Electric itself, is not difficult to return to the historical stage, but Konka now needs to seriously think about how to make young consumers more Accept the new flight to a large extent.
On the occasion of the launching ceremony of Xinfei Electric, it took a full two months to get away from Konka's shareholding in Xinfei, but it has been suspended for half a year from Xinfei Electric. The launching ceremony of Xinfei Electric Appliances was held in Xinxiang, Henan. Konka Group President Zhou Bin said: 'Xinfei Electric's complete product line sequence, high industry reputation, and valuable assets in terms of brand value, research and development capabilities, production equipment, talent team, etc. are all in the high-speed development period of Konka White Business has great appeal. '
In the past two months, Konka Group and Xinfei Electric have carried out a series of preparatory work. After nearly 10 months of production stoppage, resumed production, and after the twists and turns of production suspension, Xinfei Electric Appliance finally resumed work.
In the preparatory work for the resumption of production of Xinfei, Konka Group said that it will gradually expand around the direction of 'comprehensive revitalization and planning the future'. Konka focuses on the three directions of 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, became the chairman; Lv Jian, the former vice president of the multimedia business department of the former Konka Group, took the post of general manager.
Secondly, the products are revitalized. Konka Group has developed a short, medium and long-term product development plan based on the specific conditions of Xinfei: 21 refrigerators will be revitalized in the short term, and business operations will begin in September. The product layout will be smart, healthy, and physical. For the development direction, in the next three years, Xinfei will invest more than 100 million yuan in product research and development.
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.
As for how to solve the brand problem of the new flying chaos, there has recently been a new plan. On August 8, the "Xinfei" Trademark Management Measures (Trial) issued by the Office of the People's Government of Xinxiang City, Henan Province (hereinafter referred to as the "Measures") It is indicated that the 'Xinfei' trademark is only authorized by the enterprises registered in Xinxiang City Smart Appliances Professional Park and produced in the park.
In recent years, Xinfei has been trapped in the whirlpool of trademark leasing business, making the future of Xinfei brand uncertain. At the National Small Appliances Fair held in March last year, three companies represented Xinfei Electric at the same time. Claiming to hold the right to use the new flying trademark, behind this is the decision of the 'Xinfei' brand 'one woman more married'.
Industry observer Hong Shibin explained that this "Measures" will make the 'Xinfei' trademarks more clear. In addition, most of the 'Xinfei' trademark licensing contracts expired this year, and the re-collection of 'Xinfei' trademark rights is not A particularly complicated problem.
For the new flight in the future, Konka has established three positions. '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 White Power + Xinfei Electric', and the third is to promote the new flight at the right time. Capitalized 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. In terms of employee employment, Xinfei Electric plans for the next three years. Recruitment of local people is about 2,800. In addition, in terms of channels, the relevant person in charge of Konka Group told the Beijing Business Daily that the sales of the new online channel will be restored first, and the offline channels will gradually recover.
Huang Hao, a commentator of 3C home appliance industry, believes that with the support of Konka, Xinfei is reborn without any doubt. 'Xinfei's products and brands have always been in the market. Before flying, there is a lack of investors. If you operate properly, there will be good development. ' It should also be noted that the consumer group that recognizes Xinfei may not be a mainstream consumer, how to make Xinfei a younger brand. It is Konka that should focus on doing it now. ' Huang Hao added.