Changhong Group was in China's home appliance industry in the 90sSuper Big Mac, in China at that time, it was a smash hit, and the limelight was immeasurable.
But today's Changhong Group is no longer as brilliant as it used to be, from the past"King of color TV".Until now"Survive with a broken arm"., it is not the times that defeat Changhong,It is the evil ...... of human nature
In 1956, China's only airborne fire control radar manufacturing base, the state-owned Changhong Machinery Factory, was completed in Mianyang, Sichuan.
This military enterprise, known as the "eldest son of the republic", has gone through nearly 20 years of journey, and the time blink of an eye came to 1970, due to the sharp decline in the country's demand for military products, Changhong suddenly fell into a predicament.
Ni Runfeng recalled, "At that time, the market was not good, and the poor in the factory could not even pay the wages of the workers. ”
Ni Runfeng, who was the director of the factory at the time, was very anxious, but soon the state was concerned about a large number of state-owned enterprises in China at that timeImplement the "factory director responsibility system".
Ni Runfeng resolutely responded to the guiding trend of "military to civilian", and he decided to carry out a drastic reform of ChanghongShift to the production of television sets.
Such a dramatic change has caused a lot of dissatisfaction, and Ni Runfeng's family, friends, and factory workers do not support the decision, and they are afraid that this decision will be madeChanghong, who was already in trouble, led to destruction.
But Ni Runfeng is a "bull temper", and the things he makes up his mind will never change at will, and finally pass by himOverwhelming, Changhong embarked on this journey of reform with unknown results.
Just do it, Changhong through the introduction of radio-related technology and previous experience in manufacturing fire control radar, Changhong successfully developed in 1972The first black-and-white television set
The successful research and development of the first generation of products has greatly mobilized the enthusiasm of Changhong workers, and after the products have entered the market, the high evaluation of consumers has also made ChanghongThe television set gradually gained a footholdto get out of the predicament.
In 1978, New China ushered inThe wave of reform and opening up, the momentum of the national market economy is improvingThere is a lot of development.
Ni Runfeng also seized the opportunity to strike while the iron was hot, and after determining the development direction of high quality and low cost performance, countless people began to notice this companyFor a time, Changhong became famous.
Changhong has entered a period of rapid development, in the TV industry,Cost-effective ChanghongIt is undoubtedly the most attractive brand of that era.
In 1990, Changhong became the "top of the list" in China's TV industry for the first timeSales exceeded 1 million unitsChanghong Group has also become the first domestic enterprise with sales of more than one million.
And in just a short timeA year later, in 1993Changhong relied on self-developed technology to build the first oneProduction line for color large-screen televisionsIt is also this technological innovation that successfully made Changhong's sales exceed the 10 million mark in 1995.
So, what is the reason why Changhong is still going "down"?
In 1995, Changhong Group was inListed on the Shanghai ** Stock Exchange, the successful listing makes Changhong Group firmSit tightThe number one position in China's color TV industry.
At the same time, a large number of consumers were once again attracted by Changhong,At this time, the market share of Changhong TV has reachedA staggering 35%.That is to say, one out of every three families with a TV is a Changhong brand.
Just when people thought that the development of Changhong would continue all the way to Changhong,The predicament has quietly surrounded Changhong.
In 1997, Changhong launched the most advanced large-screen color TV set once again triggered a consumption boomThe favor of the public has made Changhong's sales climb again, but that's where the problem arises.
People are running to buy large-screen color TVs, and a large number of old color TVs were produced beforeThe backlog is in the warehouse and cannot be handled
The sales of the new product were good, but it also led to Changhong's previous productionSales of old color TVs are decliningThe unsalable piles of goods have caused huge problems in Changhong's capital chain.
Changhong, who seems to have a promising future, encountered a huge problem, and Ni Runfeng decidedto reduce the means of ****The old color TV is used to clear the backlog of goods in the warehouse.
Things developed as Ni Runfeng had envisioned, $66 **Let many ordinary people with ordinary families rush to buy, a large number of funds flowed back, and Changhong successfully survived the difficulties.
The first ** battle made Ni Runfeng and Changhong Group taste the sweetness, but they didn't know that this wasSeriously disrupt the stable order of the marketacts.
Because Changhong Group was undoubtedly the leader in the industry at that time, other affected home appliance manufacturers could onlySilently swallowed the breath
Later, Changhong was out of control, whenever the company becauseDifficulties are faced for a variety of reasons, Ni Runfeng will always choose toThe way to fight the ** warto solve the problem, and the second ** battle alsoOnce again, Changhong made a lot of money
At this time, Changhong still didn't realize that he hadMake a huge mistake, and this is one of the reasons why the entire Changhong Group fell into the quagmire for a long time and could not move.
So, what is the "lifeline" that affects Changhong?
Ni Runfeng once again looked at the "color tube electronics", as an important part of the color TV"Color tube electronics".It can be said that it is the core of color television, especially its own possessionA color TV 70%.cost.
Therefore, color tube electronics to enterprises engaged in the production and manufacture of color TVsThe importance is self-evident, and Ni Runfeng seemed to be obsessed, and actually tried to monopolize the entire color tube electronics market, wanting to use thisLead Changhong Group to a higher level
Interests can indeed dazzle people's minds, Ni Runfeng's decision this time isThe best proof of this
Changhong Group did it, and under the leadership of Ni Runfeng, Changhong successfully took overThe national color tube electronics market, a large number of orders have arrived like snowflakes, in Ni Runfeng's imaginationThe future of Changhong will be bright
At first, things went well, until later Changhong's TV sales suddenly **, Changhong'sOnce again, there is a large backlog of color TVs in the warehouse.
The backlog of goods has beenMore than 100 million yuanBefore that, Changhong spent a lot of money in order to monopolize the national color tube electronics market, and now the company's product sales are the first to make the entire Changhong face the capital chain at any timeThere is a huge risk of a complete break
It was at this critical moment that Ni Runfeng used his old trick againThe third ** battle begins, this time the ** battle never saved Changhong according to Ni Runfeng's expectations.
Changhong has not realized that the times have changed, with the reform and opening upChina's economy is developing rapidly, people's wages have also increased dramatically from a month'sA few hundred dollars have become thousands or even tens of thousands
Consumers have money, and they are no longer as single as they once wereCare if it's cheap。People's consumption outlook has begun to changeWhether this thing is needed or notWhether it is worth it or not has become a new concept for leading consumers.
Therefore, this time Changhong's ** war,Consumers didn't buy it,In addition, Changhong has been dissatisfied with many color TV companies because of the many **wars,Changhong is in an unprecedented predicament
"The wall is down, everyone is pushing!”This sentence is very consistent with Changhong's situation at that time, because Changhong was accused of disrupting the market and disrupting market orderMany color TV companies have boycotted and suppressed it
But despite this, Changhong, who has a big family, has not fallen, butChanghong, who committed the anger of the publicThe development in China seemed very difficult, and in order to solve the problem, Ni Runfeng beganSeeking overseas market ......
Ni Runfeng, who has been in China for decades, has no experience in foreign affairs, and the same is true of Changhong Group, in 2004, Changhong was in the overseas marketThe loss was more than 3 billion
Ni Runfeng, chairman of Changhong GroupIt's hard to get away with itIn the end, he chose to resign.
Today's Changhong Group, thoughStill active, but long goneThe glory of the year
Throughout Ni Runfeng's leadership of Changhong's developmentDecades of history, his credit is extremely bright, it is his step by stepCarrying the banner led Changhong to glory.
And this process may be too smooth, Ni Runfeng and Changhong Group who are standing on the tuyereSomething important was lost
In that era when the social economy was just starting, color TVs were ordinary familiesUnattainable existenceWhen there are a large number of people with low consumption capacity in the market, Changhong Group takes the best products with low qualityCatering to consumers is the right choice
Then after winning the favor of consumers from the initial low **, Changhong Group slowly showedLaziness in human nature
The product gradually began to lag behindTechnological innovation has also stagnated, as if determined that as long as the price is reduced, consumers will definitely buy their own products.
* Winning is not only the way for Changhong Group to win the market, but alsoReasons for losing the marketMonopoly of the color tube electronics marketIt is also the embodiment of Changhong Group's desire to hold the decision-making power of the color TV market.
Despite this, the operation makesChanghong Group has consolidated the industrybut also lost the trust of the market and the industry.
The many ** battles were also received by Changhong Group laterOne of the key reasons for the boycott by so many companiesSolving the problems faced by the company in such an overly self-serving way seems to be effective, but it is actually self-defeating.
After blindly entering the overseas market, Changhong failed to reasonably plan its own developmentAmbition can be had, but uncontrolledAmbition can only backfire
Nowadays, the times have been advancing, the economy is developing rapidly, a variety of products are emerging in an endless stream, and the update and iteration of new technologies are enough to confirm what enterprises wantEndurance and sustainable development
The quality of the product is a top priority, like Changhong Group, it is undoubtedly the embodiment of the backwardness of the enterprise.
Maybe the change of the times has indeed brought a lot of impact to the old enterprises, but this can'tBecome an excuse to fall behindIf you want to maintain your competitiveness, you should adjust your own in a timely and reasonable mannerMarketing strategy and product positioning
Changhong Group as onceDominatehas a near-monopoly positionThe color TV industry is a giant, the glory and brilliance have gradually been annihilated in the past years, and people can't help but sigh that time is like an arrow, and the years are gone.
Stay tuned, maybe one day we'll see it againChanghong creates new glory!(*From the Internet, infringement contact deleted).