In the field of small household appliances, Supor used to be the "light of domestic products", but in recent years it has fallen into a series of difficulties. Since its birth, Supor has experienced ups and downs, but with its sensitivity to the times and high-quality products, it has successfully risen to become an industry leader.
However, the Supor's glory was not without its challenges. After the listing, the founder Su Zengfu sold Supor to the French SEB company for 4 billion yuan. After this transaction, Supor started the rapid expansion of overseas markets, and its market value increased tenfold, once reaching 70 billion yuan. However, in recent years, Supor's share price has evaporated by nearly 30 billion yuan.
Supor's mid-life crisis is not only reflected in financial figures, but also in terms of product quality and market competitiveness. Consumers' concerns about product quality are escalating on the Internet, and complaints about quality problems are frequently reported in the newspapers. This series of problems has damaged Supor's reputation, and its market share has gradually been overtaken by other competitors.
In terms of marketing and sales channels, Supor has been a little slow to respond. The rise of the Internet era has made online sales mainstream, but Supor's share of online sales is only flat in the industry, and no obvious breakthrough has been made. The high requirements of the younger generation of consumers for appearance design and function have also put Supor in the dilemma of "middle-aged thinking".
At the same time, the dependence on the external environment has also become a major hidden danger for Supor. Its largest shareholder, the French Cyber Group, has seen a sharp drop in orders in recent years, which has had a significant impact on Supor's performance. Supor has a relatively high proportion of related party transactions with the French Cyber Group, and this dependency also exposes Supor to certain economic risks.
Overall, Supor is facing many difficulties in the midlife crisis, and needs to think comprehensively about strategic adjustments. In addition to strengthening R&D investment and improving product quality, it is also necessary to respond more flexibly to market changes and innovate sales models. Regaining consumer confidence and rebuilding the brand image is key to Supor's future success. In the highly competitive small home appliance market, Supor needs to find its own differentiated competitive advantage to meet the challenges of the future.
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