In the air conditioning market, there used to be a brand that was on par with Gree, Midea, and Oaks, and was called"China's Top Four Air Conditioners".
This brand poached executives from Gree, found Jackie Chan's contemporary spokesperson, and even released bold statements:"To build the best air conditioner in the world!”
However, the former air-conditioning giant has now become a "bad guy".
even sold his property many times in order to "continue his life", but it is still difficult to protect itself, it is a famous one-Chigo air conditioning.
How exactly did Chigo Air Conditioner get to this point?
Can Chigo air conditioning, which disappeared from public view, make a comeback?
In 1994, the Chigo air-conditioning factory founded by Li Xinghao was formally establishedWhen he first entered the air conditioning market, Li Xinghao was suppressed by Kelon at that time.
Because it is a new brand without a foundation, Kelon first suppressed Zhigao from the first, they thought that this would make Li Xinghao greatly injured, and they would never dare to set foot in the air conditioning industry again.
However, Kelon's abacus did not start, and Kelon's split air conditioner ** was 4600 yuanIn order to suppress Zhigao, it was directly reduced to 3,600 yuanIt can be said that this ** Kelon does not have any profit.
But Li Xinghao belongs to the newcomer, and the most important thing for the newcomer is courage, as the saying goes: "The barefoot is not afraid of wearing shoes", after that,Li Xinghao directly lowered his ** to 2980 yuan, which was 600 yuan cheaper than Kelon.
It was precisely because of this bloodletting that Zhigao was completely launched"The cheapest split system air conditioner".slogan, this time Kelon's counterattack not only did not defeat Zhigao, but achieved Zhigao.
After losing money and making money, Zhigao's finances were also under a lot of pressure, but fortunately, after the ** went on, the sales volume made up for the gap in this area.
The upstream and downstream chains have also given up a lot, Zhigao did not lose too much in the end, and Li Xinghao has completely gained a firm foothold in the air conditioning industry.
Since then, the fame of Chigo air conditioning has become bigger and bigger, after all, everyone will shop around when buying electrical appliances, and Chigo, which has the most advantageous advantages, has gained a better reputationMany dealers have come to pick up the goods.
However, this status quo did not last long, and Chigo ushered in an unprecedented crisis.
Since the company has just been established, many systems have not been perfectedSo much so that after a dealer took more than 10 million air conditioners, they disappeared directly, which led to the rupture of Zhigao's capital chain.
Just started to see the results, and this time it poured a basin of cold water on Li Xinghao, and the funders couldn't see hopedirectly withdrew the investment of 6 million yuan, declared Zhigao bankrupt, and so far, Zhigao's account has also been seized.
This is a huge blow to Li Xinghao, how can a brand that has been so hard to do it give up like this?
So, he put his old face out of his old face and went to the dealer to get raw materials on credit, so that Chigo air conditioners could start production again.
After successfully surviving this crisis,Chigo adheres to the product route of low ** and high cost performanceSo that the sales all the way up.
In just five years,From 200,000 units to 2.8 million units per yearThe annual revenue is close to 6 billion yuan, directly surpassing Haier and successfully becoming one of the "China's four major air conditioner" brands.
By the time 2009,Chigo air conditioning is just in time for the policy of home appliances going to the countrysideOriginally, Zhigao had an advantage in **, and then with various ** subsidies, Zhigao once again ushered in his highlight moment.
Under the dual influence of high cost performance and high popularity, countless consumers choose Chigo,And within two years, Zhigao exceeded 10 billionIt occupies a high share in the market, which is enough to see how brilliant Chigo was back then.
It can be seen from Zhigao's achievements that ** has given him great support, and it is the times that have made Zhigao.
However, just when Zhigao threatened to make the best air conditioner in the world, he gradually fell off the altar.
The pinnacle of belonging to Chigo did not last long, in the years that followed,As more and more home appliance companies join, there is also overcapacity in home appliance productsAt this time, the market is fighting for innovation and service capabilities.
In such fierce competition,Chigo's market share continues to declineThere are also many reasons for its declining share.
In the face of the ever-changing market, peers are all gearing up and maintaining a very high degree of acuity, taking large companies like Gree and Midea as an exampleThey invest more than 10 billion yuan in R&D every year.
Even Gree has invested heavily in the establishment of research institutes and laboratories, and has been committed to R&D and innovation, keeping pace with the times at any time.
Zhigao is cautious in the research and development of productsThe amount invested in R&D is less than 1 percent of salesAfter nothing new has appeared, it will naturally be eliminated by peers.
Another reason is that Chigo will not change its strategy according to the changes of the timesFor example, in the current era of e-commerce.
When Oaks and other brands began to reduce their offline investment and move online, Zhigao still insisted on taking its own first-class system, so it missed the explosive e-commerce outlet.
When the intelligent Midea and Gree captured the hearts of consumers, Zhigao had not yet attracted attention, not only did not focus on research and developmentInstead, it focuses on market-oriented marketing.
At that time, Gree's slogan was "Good Air Conditioner Gree Manufacturing", and Zhigao shouted"To make the best air conditioner in the world".
Later, Dong Mingzhu changed the slogan to "Gree masters the core technology", and then Zhigao changed it to it"Master the core technology of intelligent cloud".
At that time, Zhigao was also complained by Dong Mingzhu"The most unproductive".of enterprises.
In this way, under the influence of various factors, it once attracted much attention"The King of Air Conditioning".Also went downhill.
According to the data, in 2011,Chigo Air Conditioner's net loss was 14.4 billion yuanAnd the most outrageous thing is that at that time it was the only loss-making enterprise in the air conditioning industry.
However, such a loss did not attract Li Xinghao's attention, and he not only failed to come up with rectification measuresOn the contrary, he took a back seat and ignored what was going on outside the window.
And the new managers are also not working on innovationInstead, I feel that Zhigao's regression is due to insufficient publicityThat's why it leads to unsalable.
Therefore, they spent a lot of money to hire Jackie Chan and signed a ten-year contract.
However, even the successful endorsement did not save the sales of Zhigao, and it was still in a state of loss every year.
By the time of 2015,The annual loss has reached 6700 million yuanAt this time, Li Xinghao couldn't sit still anymore.
He began to return to power, and vowed to restore the former glory of Zhigao, but after several years of hard work, the market share of the air conditioning industry still does not have a place for Zhigao, obviously,Li Xinghao's departure from the mountain did not bring a turnaround.
When Zhigao began to ask Jackie Chan to endorse, it was actually a wrong moveThey pinned their hopes on Jackie Chan, but they never expected that Gree and Midea would use the cost saved by endorsement for the research and development of air conditioners at this time.
When everyone understands that core technology is the only focus of the company's development, Zhigao spent a lot of money to hire stars, and it was already doomed to failure at that time.
By 2019, Chigo's loss reached as much as 1.4 billion.
Li Xinghao had no choice but to sell his property, but such a move still couldn't save Zhigao, and in 2021,Li Xinghao was still restricted by the court from high consumption, and officially became an "old lai".
And Zhigao was also forced to liquidate and bankrupt because of a dispute over the sales contract, and since then, Zhigao has disappeared from everyone's field of vision.
When looking back on Li Xinghao's business path, we found that the former king of air conditioning was also a child who came out of an extremely poor family.
How did he get to the king of air conditioning?What is he based on from the grassroots?
Li Xinghao was born in 1953 in a rural family in Foshan, GuangdongAfter he reached high school, his family really had no savings for him to go to college, so he could only go home to accompany his parents to farm with their backs to the loess.
But after a long time, Li Xinghao is not satisfied with this life, he wants to go outside and give his family a better life.
Later, Li Xinghao went out with his friends, and at the beginning, he did all the dirty work and tired work, and after accumulating experienceHe also started doing some challenging work.
Li Xinghao took the money he had saved to open a small restaurant, which is why he started to form a relationship with air conditioning, why do you say that?
Because at that time,Li Xinghao's restaurant will have problems with air conditioning every once in a whileAnd every repair costs hundreds of maintenance costs, which makes Li Xinghao very distressed.
After thinking about it,He decided to open an air-conditioning repair shop on his ownBecause in this way, the maintenance cost of the restaurant will be saved.
What Li Xinghao didn't expect was that the restaurant he ran had no businessOn the contrary, the business of this repair shop is extremely hot.
And in just three years, there are more than 100 technicians in the repair shop, and all kinds of air conditioning problems are not a problem.
After seeing the business opportunities in the air-conditioning industry, Li Xinghao found a funder, officially opened his own air-conditioning factory, and named it -Chigo air conditioning.
In Li Xinghao's body, we can see that it is not easy for any enterprise in the early stage of entrepreneurship, and it will encounter all kinds of hardships and twists and turns.
But Li Xinghao did not persevere, nor did he keep up with the pace of the times, and was finally eliminated by society.
Even if he sells his property, he has become a spurned old man by tens of thousands of people, and the once beautiful air conditioning king can only survive now.
In the future, I don't know if Li Xinghao has the possibility of making a comeback, but I hope he can learn this lesson anyway!(*From the Internet, infringement contact deleted).