Text | Lin groaned softly
Edit | Lin groaned softly
It is known as "China's first" among listed companies, in 2011, when domestic electrical appliances were still busy competing with imported electrical appliances, its products have been sold well in the United States market, but were owed 470 million US dollars, and now it is declining.
What kind of company is it, and what is the wrong step?
Source: China News Network 2004-12-30 "Suspected of Defaulting on Changhong's Huge Payment, APEX Says It Doesn't Know the Whereabouts of Ji Long Fans"
Changhong in the world
"Rainbow in the sky, Changhong in the world" advertising slogan is no stranger to everyone, and even some netizens still clearly remember that he got married in 95 years and bought a Changhong TV set for 2568 yuan.
There are also netizens who have posted the Changhong LCD TV that has been used for more than ten years, and it has not broken for more than ten years, and it is a pity to replace it, and it has been with netizens.
But some netizens think that the quality of Changhong's TV products is not good,They also discussed the whole process of their losses because of Changhong TV,In any case,Changhong TV does accompany consumers through a journey。
30 years ago, Sichuan Changhong, which rose by virtue of the production of televisions, was listed on the Shanghai Stock Exchange, and since then Changhong is an enterprise closely related to the interests of shareholders.
Source: Financial Circle2024-03-11 "The 30th Anniversary of Sichuan Changhong's Listing, Strength Precipitates the Hard Power of Science and Technology Manufacturing"
On April 26 this year, Changhong Central Air Conditioning and Tianjin Westinghouse Electromechanical discussed cooperation issues and signed a strategic cooperation agreement, which is an important decision made by Liu Jiang, chairman of Changhong.
Liu Jiang is less well-known than Ni Runfeng, who saved Changhong at the moment of life and death, and Zhao Yong, the master of Changhong's shoucheng, but his existence also plays a very important role in Changhong.
Source: Mianzhou Pioneer2024-04-30 "Changhong Central Air Conditioning & Tianjin Westinghouse Electromechanical Strategic Cooperation to Seek Healthy Development of the Regional Market"
It is his reasonable operation that allowed Changhong to obtain financing ranging from 67 million yuan to 160 million yuan in the past few days from the 25th to the 29th this year, injecting new impetus into the company's technological innovation and transformation.
Source: Financial Circle2024-04-30 "Sichuan Changhong Received Financing to Buy 160 Million Yuan, and Bought a Cumulative of 363 Million Yuan in the Past Three Days"
When it comes to Changhong's innovation and transformation and development, we have to mention Changhong's old business and what happened before and after its transformation.
Changhong was originally a military industrial enterprise, and the radar that this enterprise could produce could not be made by other military enterprises, and it had a very important position in the mainland.
Even in places that we can't see over the years, Changhong has also provided connectors for important systems of the mainland's manned space project, and the safety and reliability of these connectors are incomparable to imported connectors.
Source: China Youth Network2023-08-22 "Changhong Joins Hands with China Rocket to Support China's Aerospace Development with Science and Technology"
On August 20, 2023, next to the person in charge of China Long March Rocket Co., Ltd., there was a staff member from Changhong, which was no accident.
Because Changhong is the first science and technology enterprise in the mainland to be awarded the title of "partner" by Chinese rockets, it is because Changhong's production capacity and research and development capabilities have reached a certain height, so that it is enough to provide strong support for Chinese rockets and other equipment.
The TT&C radar produced by Changhong, whether it is safety or the timeliness and accuracy of the collected data, can meet the relevant standards of the mainland and even exceed the task, and still plays an important role in key areas of the mainland.
Such a capable company also needed to transform in 1985, and Changhong did not regard military production as its main business, and what should be produced became a very serious problem.
A ragged colt may make a good horse
Ni Runfeng was originally a technician, and with his excellent R&D capabilities and keen business vision, he became the leader of Changhong Company and began to consider what kind of products Changhong should produce.
At that time, the mainland was transitioning from a planned economy to a market economy, that is to say, many enterprises lost the country's backing, and the products they produced needed to be infinitely close to the needs of the people in order to make themselves better survive, and Changhong was no exception.
Ni Runfeng found that there are almost no factories on the mainland that produce television sets, but the living standards of the people on the mainland are slowly improving, and they have a certain demand for television sets.
It's just that the people's economic conditions are relatively limited,They can save enough for a few years2000Yuan to buy an 18-inch color TV,And during this period of time when they are saving money,They will also give up buying color TV halfway due to various factors。
Ni Runfeng felt that consumers couldn't afford color TVs, not because of consumers, but because of the fact that corporate products were too expensive, so he made up his mind to produce color TVs that consumers could afford.
But the production of color TV has high technical requirements at the same time,It also needs a certain production cost,Otherwise, the quality of color TV cannot be guaranteed,Ni Runfeng takes these problems into account,Choose to take one step at a time。
Source: China News Network2019-09-06 ""Color TV King" Ni Runfeng: Reform and opening up is "crossing the river by feeling the stones"
Ni Runfeng first produced TV products, and tried to keep the price as low as possible on the premise of ensuring quality, and even gave consumers more than 300 yuan, so that their products sold well at home and abroad.
Even in 2011, Ni Runfeng went to inspect the American market and found that the good reputation of Changhong color TV had spread in the United States, which made him determined to sell their products to Europe, America and Australia.
However, Japanese and South Korean TV products,The most advanced breakthrough in the production of ray tube display screens,TV products applied to this technology,Once put into the market,It will have an impact on Changhong TV。
Ni Runfeng was faced with the difficult choice of whether to develop his own technology or introduce technology, and finally directly introduced the production technology of Panasonic's ray tube display screen from Japan.
Like Ni Runfeng, there are also Changhong's competitors, who also need to buy raw materials for related technologies, such as ray tubes, while introducing technology.
Since then, the ray tube has become an important material for the production of Changhong and other factories, and Chang Ni Runfeng feels that the more such products are hoarded, the better, anyway, the factory production has always been used.
But he was wrong, electronic products such as televisions, the speed of replacement is far faster than he expected, he has just finished hoarding a batch of raw materials for ray tubes, and the technology of LCD TVs has been researched.
This kind of TV has better color rendering,The first time consumers watch TV,You can clearly feel that the picture of TV is clearer than that of old TV。
And the raw materials hoarded by Changhong TV,It is difficult to be useful for a while,But Ni Runfeng found the American APEX company,And with his own strength,Let this company and Changhong sign a big order worth 470 million US dollars。
In this way, as long as Changhong produces as usual, it can consume a batch of raw materials in stock that was originally going to suffer losses, and can produce new products to continue to make money after getting the payment.
But the reality is not so simple, after Changhong delivered on time, APEX disappeared, and their staff either went on vacation, or negotiated business with other companies in the United States, or did not pay Changhong.
In 2004, a mainland reporter contacted the person in charge of APEX and a Chinese electronics entrepreneur, Ji Longfan, but said that he did not know about his company's arrears to Changhong, and since then he has almost disappeared from Changhong's field of vision.
And APEX company defaulted on Changhong's payment, almost became the last straw that crushed Changhong, fortunately Changhong did not collapse, but continued to be busy with technology research and development and production.
But there is a certain gap between it and Hisense and Konka, which are younger than it, regardless of its popularity or market value, and it has been reduced to a third-tier brand.
Enterprise development and the market is closely related, no matter what kind of enterprise, can not be separated from the market to survive independently, then enterprises want to develop in the long run, or to keep abreast of market trends, the production of products that consumers really need.
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