Changhong veteran comeback Trading

Absrtact: 2015, Changhong issued the first important news is the multimedia business change handsome. 2014, Changhong's label is a transformation, whether it is the beginning of a mammoth home internet strategy, or the end of a much-concerned state-owned enterprise reform, all help Changhong shares a rise again. But


2015, Changhong issued the first important news is the multimedia business change handsome.





2014, the label of Changhong is "transformation", whether it is the year's mammoth "home internet" strategy, or the end of a much-concerned state-owned enterprise reform, to help Changhong shares a rise again. However, the inevitable reality is that the transition, although not hesitate, but failed to reverse the Sichuan Changhong listed companies in the plight of loss.





in order to complete the heavy "turn", Changhong Group Chairman Zhao even once bluntly: "Who can make things, who is changhong 90,000 people's uncle." "Now, Changhong Big big start veteran team reorganization multimedia business, whether will turn the tide to wait and see."





veteran to regain the core business





Changhong Multimedia Group is mainly responsible for color TV, set-top box business, in the whole enterprise is "burden" role.





recently, Changhong Multimedia group experienced a top-down change will be a storm. Changhong has been at the helm of color TV business for many years veteran Guo Dexuan, replacing Ye Honglin as director of Changhong Multimedia industry group.





Changhong in the response to this personnel adjustment is the normal transfer. But insiders and Changhong insiders think the adjustment is "related to performance".





according to Sichuan Changhong 2014.5 Annual report, the company revenue of 27.265 billion yuan, loss of 181 million yuan. Among them, TV products revenue of 6.333 billion yuan, decreased by 18% in the same period a year ago, margin reduced by 8.9%. The third quarter of 2014 is still not satisfactory, the first three quarters to achieve revenue 41.3 billion yuan, down 1.82% per cent, loss of 314 million yuan.





"Group has always wanted to exert the multimedia business performance is not good, should be the main reason for personnel adjustment." "One of Changhong's internal staff told the Beijing News reporter.





Home Appliance expert Liu Buzhong that Changhong in 2014 launched the Internet Transformation strategy, and spent hundreds of billion to promote, but the ultimate effect is generally, the main reason is that its brand aging disease is not removed, this is the responsibility of the previous team, but also a new team pressure.





public data show that the new Changhong multimedia business leader Guo Dexuan 53 years old this year, is the home appliance industry "veteran".





a Changhong multimedia senior to Beijing News reporter said, Guo's characteristic is the market feeling is very good, learns the new thing ability is strong. He has some very good experiences and methods in building brands. ”





However, Liu Buzhong that the time Guo Dexuan Jiangshan the past six or seven years, now the color TV lakes, music, millet and other Internet newcomers, Guo's experience may not be applicable.





on this, the aforementioned high-level to the Beijing News reporter said, Changhong is not in a hurry to advance, now is a modest steady advance.





first shot reform channel





Changhong Multimedia This change, will bring the first change is the whole channel of change.





Guo Dexuan returned to the chairmanship of the multimedia group, in 2014 as Changhong's new digital marketing industry Group chairman. Digital marketing Industry group over the past year, the main work is to get through the line, layout o2o.





"Usually offline traditional channel flow includes headquarters, branch offices, distributors, stores and other levels, this line of response speed in the Internet era too long, and will lead to increased operating costs." So Changhong's first step is through the information means, with the traditional dealers to achieve business-to-business business. "Changhong Multimedia Industry company deputy general manager Su Zihuan to Beijing News reporter said," Simple is the dealer in business with the company when, completely like in the sky cat shopping, do not need to waste too much intermediate to negotiate, communicate. ”





according to Changhong Group Planning Minister Radian introduced, the model is mainly in a large number of household appliances self-employed three or four-line market promotion, the current progress is good.





It is understood that the digital marketing group led by Guo Dexuan took a year to get through the channel operation Process, and now his first action after returning to multimedia is to graft the process into the multimedia business, so that the traditional channels and online channels two of IT systems to form the intersection, become the whole channel operation. It is understood that the January 6 this year, Changhong has set up a power company, specialized co-ordination line under the online integration.





analysis that Changhong in the channel adjustment and Haier, the United States have similarities, are to strengthen online trading, building factories and consumers in the fast lane, and in the last kilometer of the three or four-line city, Changhong hopes to use IT system to open the original line store, in the industry is an innovation.





However, Haier, the United States has already completed line under the integration, Changhong exerting force later, compared to the peer still has a small gap.





IoT is the most important





In addition to send veteran "fire" loss of multimedia business, in 2015, Sichuan Changhong a major focus is still to promote the "home Internet" strategy landing.





2014, has been low-key Changhong chairman Zhao appeared in the spotlight, he was dressed as jobs to open the Changhong "home Internet" transition strategy.





November 2014, Changhong and the world of things networking giant Perception Group signed a strategic cooperation agreement, the two sides in the intelligent city, explore the Internet financial business and other aspects will be in-depth cooperation.





Sichuan Rainbow Letter Company General manager Liu Jialing revealed that the Changhong Alliance route is very clear, intelligent strategy is the leader of the relationship with the perception of cooperation, the future of Changhong will be intelligent terminals, intelligent city, smart home, internet finance, electric business channels and other areas to find more alliances. At the end of 2014, Changhong joined hands with Sichuan Steam, respectively, led the formation of Mianyang New Energy Automobile Industry Alliance and Mianyang New Energy Vehicle Intelligent Service Innovation Industry Alliance, into the new energy industry.





According to Changhong insiders said that the Internet has been listed as an important business, by the specialized departments responsible for co-ordination.





In terms of technical reserves, May 2014, Changhong has broken the original organizational system, will be dispersed in the plate company's software research and development capabilities to assemble, set up Changhong software and service Center, the center of the implementation of Product manager responsibility system, break through the administrative sequence of state-owned enterprises. "This software service center will serve as a resource pool to support individual businesses in the form of projects." At present, the center has hundreds of people, the boss's goal is to reach 3000 people scale. Changhong insiders told the Beijing News reporter.





extension





Color TV Enterprises set off a change of handsome tide





changhong Multimedia Business Change handsome, is not the first household appliance industry. In Changhong before, Konka, Skyworth, TCL, hisense several big color TV enterprises have adjusted the color TV business of the trader.





2014, Skyworth Group, the vice president of color TV Division Liu Yaoping class, replaced by Peng. Konka Group Chairman Wushuan resigned, by the original President Chen China back to Konka successor, Cao Sping successor Lin Hongfan as Konka Multimedia Business headquarters general manager. Dehuizhong, deputy general manager of Hisense Electric appliances, replaced the original general manager Liu Hongnio, the former general manager of Hisense TV Shanghai branch, Wang Wei successor Hu Jianyu as the deputy director of Hisense Electrical Marketing. TCL Group is the subsidiary company Huaxing Photoelectric CEO Thin Lianming as TCL Multimedia Strategy Executive chairman, Li as Tcl Multimedia China marketing general manager.





Five big color TV companies have replaced high-level, such a situation has never been, and the reason seems to be quite consistent, that performance is poor, the manager is responsible. However, in the continued slump in the color TV market environment, the resignation of the managers are somewhat "wronged."





Allwin Consulting Black Power Division general manager Dong Min said, with the stimulus policy exit, the real estate market slump, Internet enterprise intrusion and other factors, color TV industry into a more difficult period. Allwin Consulting the latest data show that 2014 China's color TV market total of 44.61 million units, down 6.6% year-on-year, sales 146.2 billion yuan, down 14.5% year-on-year. Outlook 2015, China's color TV market will continue to decline, retail volume will reach 44.1 million units, down 1.1% year-on-year, retail sales will reach 137.1 billion yuan, down 6.2%.





So, the trend of the TV market downturn is still difficult to reverse, the new players will face greater challenges.