All the contents of this article are from official and reliable sources, and the specific information is detailed at the end of the article."
Preface
Rainbow in the sky,
Changhong in the world.
As a national brand in the 90s, Changhong TV series has ranked first in sales all year round, and it has achieved every three TV series sold in the market, one of which must be Changhong.
At its peak, Changhong's annual sales reached 120 million units, and it became a must-have for young people to get married.
However, Changhong, which occupies such an advantage, has not been like its name.
Now it has been reduced to a third-tier brand, and many people don't even know this brand.
It can be said that Changhong's success and failure are all caused by one person.
He is Ni Runfeng.
In the torrent of time, what has Changhong experienced?
Why has it been reduced from a national-level enterprise to such a state?
What role did Ni Runfeng play in the development of Changhong?
The predecessor of Changhong
Changhong, whose full name is Sichuan Changhong Electric Co., Ltd., is one of the 156 key projects during the mainland's First Five-Year Plan, and is the only airborne fire control radar production base in China at that time.
It can be said that the roots of the red seedlings are a state-owned enterprise.
But with the development of reform and opening up, under the role of the market economy, Changhong Electric has also encountered the same confusion period as other state-owned enterprises, and the whole enterprise is dull and lifeless.
If it weren't for state subsidies, it might have gone out of business a long time ago.
However, Changhong's state, with the arrival of Ni Runfeng, has radiated new vitality.
Speaking of Ni Runfeng, he is really like the image of the factory director we saw on TV in the 80s.
He graduated from Dalian Institute of Technology with a major in mechanical manufacturing, and has been working in a machinery manufacturing factory since then, staying in the front line all year round.
But Ni Runfeng has the heart of a craftsman and works diligently in everything he does.
is also based on Ni Runfeng's attitude of more than ten years, which gives him new opportunities at work.
In 1985, 41-year-old Ni Runfeng was transferred to the state-owned Changhong Electric Appliance Factory as a factory director.
And the arrival of Ni Runfeng also rejuvenated this remote old military industrial enterprise and found a new way out.
Although Ni Runfeng is from a technical background, he has a keen sense of smell and a wise mind.
He knows that if Changhong wants to rise again, it must adapt to the market economy, and reform is imperative, but the direction must be grasped.
After that, he took people to do market research to see which products were better.
Later, it was found that with the increase of national income, everyone's demand for color TVs has increased.
And the three major things that people get married have changed from bicycles, watches, and sewing machines to motorcycles, color TVs, and video recorders.
Based on this,Ni Runfeng regards color TV as a product of Changhong's transformation,Plus Changhong itself is from an electrical background,Then the production of color TV is very suitable。
In this way, Changhong has shifted from military products to color TV production, which has opened the prelude to Changhong's world-class color TV giant.
Color TV giants
Under the leadership of Ni Runfeng, Changhong color TV came into being.
Just like Ni Runfeng's research,Changhong color TV has won praise from the market as soon as it comes on the market。
After all, Changhong has the background of military enterprises,Product quality is guaranteed,Soon Changhong color TV became the first place in Sichuan color TV sales。
But such success,It didn't make Ni Runfeng get carried away,He soon discovered the hidden danger of the color TV industry:peer competition。
A product with market potential, Ni Runfeng is not the only one who has noticed, foreign brands also want to enter the Chinese market to get a piece of the pie.
Big brands such as South Korea's LG and Japan's Sony have entered the Chinese market.
Especially after the 80s, people's living standards have improved, and everyone's demand for color TVs has surged.
In addition, everyone respects foreign brands very much, and if you want to be invincible in this fierce competition, you can only rely on excellent products to occupy the market.
But at that time, Changhong color TV,There was no technological innovation at all,There is no capital that can compete with foreign brands。
At this moment that determines the fate of Changhong, Ni Runfeng made an important decision: to introduce the latest ray tube display production technology from Panasonic of Japan.
With the blessing of this state-of-the-art technology, Changhong has the strength to confront foreign brands.
In addition,Changhong color TV advanced technology、Excellent quality、Affordable price, these are real benefits to the people,With the awakening of national consciousness,Support for domestic products has also become90The trend of the decade。
And Ni Runfeng also played the slogan of a national enterprise, making Changhong's image even taller.
All of a sudden, Changhong color TV is in the limelight and has become a popular home appliance giant among the people.
Ni Runfeng's ambition has also begun to become greater, and he put forward the strategic goal of building Changhong into a world enterprise.
There are five reasons for this:
First, Changhong has achieved a net asset of 13 billion, and it is listed, and capital is not a problem.
Second,12The king of Chinese color TVs,It has rich connotation and heritage,And in the United States,No one does not know the king of Chinese color TVs,Changhong's brand image is deeply rooted in the hearts of the people。
Third, Changhong's enterprise scale, technical level, and marketing have the prototype of a world-class enterprise.
Fourth, the huge market space, the global sales have reached about 120 million, China also has 25 million, and Changhong in CRT, flat, digital, front projection, rear projection, LCD, LCD-TV, LCD projection, PDP and so on has a broad market and prospects.
Fifth, the situation is forced, under the market economy, if you don't work hard to move forward, then there will soon be other companies to quickly surpass you.
I have to say that Ni Runfeng, as a leader of an enterprise, has a different keen sense of the market and thinks about problems in the long run.
But Ni Runfeng still bet on the wrong treasure and took the wrong path, and finally made Changhong's enterprise-level goal finally become empty talk.
bet on the wrong track and was owed 4 billion by the United States
Ni Runfeng's goal of building a world-class enterprise is not wrong, but he uses the wrong way.
According to Ni Runfeng's idea, he first became a "world-class color TV king" in a quick way, and then he came to promote the comprehensive upgrade of other fields.
At that time, Changhong's export business had been growing continuously, and orders from the United States, Europe, Australia and other places were continuous.
And the domestic market is also beyond imagination, and the rear projection color TV produced by Changhong at that time was even more popular, with an astonishing growth rate of up to 1321.4%.
It can be said that Changhong surpassed Toshiba and Sony with an absolute leading advantage.
And such a proud record also made Ni Runfeng feel the sense of accomplishment brought by the first performance.
In order to occupy such an advantage for a long time, Ni Runfeng began a so-called monopoly to defeat regional brands and "clean up the portal" policy.
During that time, Ni Runfeng was like a demon and began to frantically suppress his peers.
In order not to give his opponent a chance to resist, he decided to start with raw materials, and Ni Runfeng spent a lot of money to win seventy percent of the picture tubes.
This also leads to other peers not being able to get raw materials at all, and they can't produce color TVs, let alone market share.
Practices like Ni Runfeng were actually very common at that time, and many giant companies were like this to defeat their small peers, so as to become a monopoly.
But the times did not favor Ni Runfeng, but gave him a fatal blow.
As the saying goes: "When the times are going to abandon you, they won't even say hello." ”
Just after Ni Runfeng hoarded a large number of picture tubes, there was a new technology in the color TV market: LCD screen.
This is a much more advanced technology than a picture tube.
And Ni Runfeng realized the seriousness of the matter at this time, he not only hoarded a large number of raw materials, but also had a large backlog of goods in the warehouse.
In a hurry, Ni Runfeng thought about how to sell the goods.
Sick and overthrown.
Ni Runfeng found the notorious American APEX company to cooperate, and the other party promised to sell all the goods to the United States, and Ni Runfeng gave all the goods to APEX in one go.
But the result?
The APEX company took the goods, but did not give Ni Runfeng a penny, that is a leather bag company, to put it bluntly, it is a second-class dealer, and after running away, the figure cannot be found.
This made Changhong lose 4 billion all of a sudden, which completely damaged Changhong's vitality.
In addition, Changhong has always won by quantity, and has no advantage in the update of technology.
At a time when everyone is producing LCD screen TVs, Changhong is engaged in plasma TV, betting on the wrong track, so that this former domestic home appliance giant can only disappear in the long river of history.
There is no eternal king
Although today's Sichuan Changhong is still alive, its recognition in the industry is becoming more and more blurred.
Under the impact of electronic products,A single product of color TV has almost no place for it。
Nowadays, it is a comprehensive enterprise that has started a diversified development strategy, such as air conditioners, refrigerators, networks, digital, chips, energy, and household appliances.
Although it has many categories and a wide range, Changhong can no longer return to its glory of the year.
Changhong has come to the point where it is today, which can be said to be Ni Runfeng's strategic failure, or it can be said that it has been abandoned by the times.
Therefore, no matter what kind of enterprise it is, no matter how big and strong you are, if you don't make changes with the development of the times, you don't take the product itself as the core of competition.
You don't need to be a peer, the times will ruthlessly abandon you.
The situation of the shopping mall is changing, and only based on the root of the product can we truly be invincible!
What do you think of Changhong and Ni Runfeng?
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