All of the information stated in this article is based on reliable sources of information and is detailed at the end of the article
Text/Editor: Look at Mr. Zhang
Changhong TV, as a national brand in the 90s,It has always been the first in sales all year round,And every three TVs sold in the market,One of them must be Changhong brand TV。
With the passage of time, Changhong has reached its peak, with annual sales reaching 120 million units, and for a time it became a necessary item for marriage in the 90s.
But then Changhong completely changed the future development direction of the enterprise because of the appearance of a person, and he is Ni Runfeng.
So, after Ni Runfeng took over Changhong, what did he do? Will a national enterprise be reduced to a third-tier brand?
The splendor of Changhong color TV
In the 90s of the 20th century,Changhong, as the world's largest TV manufacturer,It has achieved dominance in China,Basically, every TV brand in every household is Changhong。
Let Changhong's sales have been in a leading position, especially in 1998, Changhong's sales accounted for 15% of the entire Sichuan Provincial Economy, Sichuan as a province with a large population, to be able to make such a dazzling city in such a city must be a little strong.
In fact,The reason why Changhong can occupy the leading position in the TV market,It has also paid a lot,The early development of mainland science and technology was relatively slow。
In 1958, the mainland officially studied the television industry, and after countless experiments and research, after more than two months of hard work, the television was finally presented to the Chinese people.
However, mass production could not be achieved at that time, because the cost of TV dramas was not cheap, and the economic foundation of the mainland at that time was not stable, so it was difficult to meet the needs of the market, until later, the mainland implemented the "First Five-Year Plan".
The country slowly began to mass-produce TVs, and in 1972, the first mass-produced black-and-white TV in the mainland was officially manufactured, and this also marks that Changhong enterprises will gradually move towards the peak.
But there were a series of problems after the mass production of Changhong TV,Sales have become Changhong's biggest headache,Because the economy was not particularly stable at that time,There are also great differences in people's consumption views,So there are very few people who buy TVs,For a while, Changhong fell into a state of unsalable。
Soon,Changhong found a countermeasure,Take the lead in setting up a sales team in the company,To promote people to buy TVs,And the annual National Day is also the golden time for people to consume,Changhong also seized this opportunity to continue to increase sales,It didn't take long for Changhong to become the "big brother" in the field of TV。
Ni Runfeng's mistaken strategy led to the decline of Changhong
Although Changhong is still in the growth period,Sales are rising every year,Good results have also been achieved in the field of TV,But the appearance of Ni Runfeng completely changed the direction of Changhong in the future。
Since Ni Runfeng became the leader of Changhong, the development of Changhong can be described as "pulling seedlings to grow", although he also hopes that Changhong will get better and better, but the way he uses is completely opposite to Changhong.
For the current performance of Changhong is obviously not able to meet Ni Runfeng's ambitions, in his heart Changhong should become a world brand, but later under the wrong leadership of Ni Runfeng, Changhong's performance not only did not grow again to become a world brand, but also began to go downhill.
Whether it is the construction of the brand or the core research and development of Changhong products, there are more or less problems, and Ni Runfeng is either solving the problem every day, or on the way to solving the problem.
With more and more problems, this also makes Changhong unable to develop new technologies at its own pace, and over time Changhong is completely derailed from modern technology, and at the same time Changhong loses a development opportunity to keep pace with the times, all of which is entirely due to Ni Runfeng.
The reason why Changhong has such a serious problem cannot be completely regarded as Ni Runfeng's problem, but Changhong's excessive reliance on Ni Runfeng does not have a good management team, so after all the problems appear, Changhong's first thought is Ni Runfeng, but his thinking is not completely correct.
Cooperation with the United States caused a loss of 4 billion
At that time, although Changhong encountered some difficulties in the enterprise,But Changhong's sales have been maintained very well,Even in 1992year,Changhong TV sales once exceeded 1 million units, and it set a historical record。
But at that time, there were many TV brands in the mainland,All brands are implementing various marketing models for prices,And what Changhong adopted is"Home appliances go to the countryside"Policy,Let the people use TV first and then pay for it。
Such a sales model for Changhong's sales mentioned a decisive role, although Changhong's sales have been very stable, but in this price war, Changhong also suffered a great loss, and finally Changhong's price plummeted.
Now it is impossible for Changhong to monopolize the national TV industry,Of course, in the face of Changhong's strategy,Many domestic TV companies have formed an alliance to fight against Changhong。
At this time, Changhong can be said to be more and more difficult in the domestic market, at this time, Ni Runfeng thought of entering the American market, so he chose to cooperate with an APEX company in the United States.
But in the process of cooperation between the two sides, Ni Runfeng never expected to be deceived by APEX company, when the American company took away all the goods of Changhong, but did not leave a penny for Ni Runfeng, and the person in charge of APEX company also ran away overnight.
made Changhong lose 4 billion in an instant, which was a big hemorrhage for Changhong at that time, Changhong has always been in exchange for quantity at a price close to the people, and there are no more breakthroughs in technology, so it didn't take long for Changhong to be slowly eliminated on the track of TV dramas.
There is no eternal king
Looking back, Changhong enterprises from the development to the peak and then to defeat, although there are a lot of unwillingness, but these are caused by loopholes in enterprise management.
Today's Changhong can still be seen on the streets of Sichuan, but with the development of the times, Changhong has also changed from a national brand to a third-tier brand.
The reason why Changhong can have its current situation can be said to be completely caused by Ni Runfeng, if it wasn't for her command failure at that time, presumably Changhong would not have been eliminated by the times.
But at present, with the continuous development of social science and technology, the innovation of science and technology has a very big impact on the field of television, and TV has lost its original status.
Nowadays, what Chinese people need is more diversified development, whether it is any household appliance that can be linked with science and technology, so as to stay in people's lives.
Although there are many other products under Changhong, but today's Changhong enterprises can not return to the glorious moment of the year, so if a company wants to become strong, it must keep up with the pace of the times, continuous innovation and technology, only in this way can the product go to the peak again!
References
December 28, 2004 - Changhong issued a pre-loss announcement that no one paid for the loss of 2.6 billion overseas arrears
State-owned Assets Supervision and Administration Commission of the State Council, March 7, 2020 - [In-depth Report - 70th Anniversary] Changhong: A condensed history of the reform and development of state-owned enterprises
Finance and Economics Society, July 31, 2017 - the 59th anniversary of Changhong's life and death: the price war drove away foreign goods, and the 4 billion gamble failed twice
China News Network, September 6, 2019 - "Color TV King" Ni Runfeng: Reform and opening up is "crossing the river by feeling the stones"