After more than 40 years of rapid development of China's home appliance industry, during which the major brands have ups and downs, but no matter how they change, there is always an insurmountable gap between the "black and white" two roads of the home appliance industry, that is, no home appliance brand can achieve black electric color TV and white electric air conditioner at the same time to enter the industry's top three.

We now look back at these strong home appliance brands, Hisense, TCL, Skyworth, Konka and Changhong for the black tv color TV traditional brand top 5, they all do air conditioning, but no brand of air conditioning can enter the industry's top three; Gree, Midea, Haier white electric air conditioning 3 strong, only Haier has color TV, but also did not enter the industry top 3.
The above "iron law" shows a problem, that is, the black electricity and white electricity of the home appliance industry determine the difference in their channels and marketing methods because of their different functional attributes. So looking back at the road, how many black electric brands want to eat the white electric air conditioning cake, but in the past 30 years, as of the beginning of 2022, almost all brands have a hard time, and some even fold the sand.
"Home appliance people" today to 30 years ago the popular color TV boss Changhong to chat with you, Changhong air conditioning hard for 25 years, why is it still a lonely and silent brand in the market now?
Changhong air conditioner was put into production in 1997. At that time, the Changhong brand shone like a day in the sky to shine on the land of China, in 1996, Changhong with the slogan of "revitalizing the national industry", opened the first real price war in the history of China's economic development, and quickly became the "king of China's color TV".
In 1997, Changhong invested more than 300 million air conditioning manufacturing plant was officially completed and put into operation, relying on Changhong color TV's strong brand, resources and channel advantages, Changhong air conditioning hit a hit. In recent years, It is the beginning of the decline of Chunlan air conditioners, changhong air conditioner production and sales continue to rise, in 1999 Changhong air conditioners have jumped to the top four in the industry, and directly threaten the traditional position of first-line brands.
After 2000, Changhong air conditioning entered a turning point, its sales and market share have dropped sharply, and its ranking in the market has also fallen to between 7-10, at this time, Changhong air conditioning not only widens the gap with Haier, Midea and Gree first-line brands, but also lags behind in the overall strength compared with Hisense and Oaks, which are also in the second front.
In the past 10 years, Changhong air conditioners have hardly made a sound under the grip of Gree, Midea and Haier. This is mainly because the overall position of Changhong Group in the national home appliance industry has declined sharply, and the leading position of Changhong color TV has long been overtaken by latecomers. Changhong air conditioner originally had no right to speak in the market, coupled with the fact that the influence of the Changhong brand in the market has become weaker and weaker over the years, the days of Changhong air conditioner have become more and more difficult. In recent years, it has had to be reduced to a foundry for new brands such as Xiaomi air conditioners.
Exploring the reasons why Changhong air conditioning has been struggling for many years, "home appliance people" believe that the main reason is still limited by the system of Changhong Company, in the 1990s air conditioning market brand conquest of the critical period, Changhong air conditioning all over the world is still the use of "office" institutions, the heads of local branches are called "division chiefs", and the heads of local heads are almost all Sichuanese. In the face of brutal market competition, such a system is difficult to say undefeated. At first, Changhong air conditioner made a breakthrough in a short period of time under the pull of the "Changhong" brand, but later encountered a real shopping competition, and it could only be defeated. At present, Changhong's air conditioning channel has weakened into a local agent control, and its air conditioning influence can only be regarded as a third-line brand in the industry.
For the military-born Changhong air conditioner, its product quality is actually good. In the air conditioning industry theory of "ecology", in fact, Changhong air conditioning is the originator. In 2005, Changhong Air Conditioning released its "ecological" air conditioner big clean series, the product simulates the temperature, humidity, cleanliness and airflow organization of natural ecological space and other air quality indicators, can improve the air quality of air conditioning indoors, known as "air quality experts". Such a product is not inferior to its opponents even if it is placed 16 years later.
However, good products also need capable team management, good products also need grounded marketing to consumers to understand, and good products also need to have strong channels to ship.
Why has Changhong air conditioner only done a lonely one in 25 years? "Home appliance people" think that they lost on "people", not products!
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