Color TV King Changhong decline: Hit 600 million to promote the new brand was accused of burning money

Color TV King Changhong decline: Hit 600 million to promote the new brand has been accused of burning money to burn money + storytelling: Changhong can jump out of the mire (1) the past 10 years from the "Color TV king" decline, deep in the plasma mire, the future to hit 600 million to promote the opening of the TV, trying to transform into a service-oriented enterprise in many people's impression, Sichuan Changhong has several tags: old-fashioned, low-key, Plasma ... In the young people seem to be forgetting this brand, Changhong suddenly in the last year, the new brand image "Kai Guest" to kill into the home appliances lake. Vowed to change the state-owned enterprises rigid pies, play home Internet transformation, determined to be from "turtle" to become "tyrants". From the chairman to imitate jobs platform, product bombing-style intensive release, alongside the organization to do pre-sales experience, a series of actions and last year, the same game video TV. In the capital market, Sichuan Changhong and its own Mei Ling Electric shares all the way up. There are comments that many of Changhong's news are still at the story level, lack of business level of judgment, difficult to talk about success or failure. "Transformation" of the household electrical appliances industry "Chaubus" February 26, very few appearances of Changhong Group Chairman Zhao appeared in the Mianyang Rainbow Court Theater, he wore jeans, casual suits, wearing headphones, this dress can make people think of jobs instantly. Zhao a person on the stage to "sell" products, the table nearly thousands of seats, some people waving fluorescent rods, and occasionally scream. "It's like the Spring Festival gala", "It seems to be a concert," some people say. This is the third time Zhao, the third jobs-style speech, launched the home Internet strategy of the second landing products "refrigerator." The first two times, he has announced the platform of Changhong's home internet strategy, a landing product "KAI Guest TV." In three speeches, he said: "Millet, never made TV, launched a TV, everyone's face to them, buttocks to us, it seems that the future belongs to them." He also said, "Make TV by doing dead TV". Because of the "millet", "die" and other words, the next day, Changhong lightly loose on the media headlines. Zhao in charge of Changhong, these 10 years of life is not very good. The company suffered huge losses in 2004, and Zhao's predecessor ended up leaving. Also in that year, Changhong entered the Zhao era. However, in 2005 years after the loss, Zhao a decision to make mistakes but once again let the "color TV king" Changhong to decline. 2006 Changhong gambling 2 billion U.S. dollars will be Korea Orion Plasma Company Income bag, and at that time each household appliance enterprises are exiting the plasma. As a result, plasma in the competition with the LCD panel, Changhong deep plasma mire, so far ranked in the post. During his 10 years in office, Zhao a low-key, home appliance industry, many senior people have not seen him. Once contacted the Zhao industry personage to Beijing News reporter said, the past Zhao bad speech, some stiff, the meeting is read the manuscript, is the typical state-owned enterprise to send the boss. Zhao himself once said that before he even went out to play is also a suit. Now, this has made a mistake of the stiff mister, suddenly High-profile advocated changhong transformation, big push "home internet" strategy.What's the trick? "Because" 2013 billions of targets did not realize the Internet storm-like into the home appliance industry, home appliance Enterprises to transition is no longer a rarity. But surprisingly, Changhong for many years Pianan in the southwest, has been low-key living, this time, but the first came to a 180-degree reversal. Why? The reporter learned that there are two internal and external reasons. Changhong insiders told the Beijing News reporter, Sichuan province, a strong enterprise, only a New Hope (11.17,-0.25,-2.19%), Pangang, Changhong several, the government needs leading enterprises to support the local economy, so a few years ago, Changhong put forward the request, I hope Changhong 2013 revenue to do 100 billion yuan, 2017 achieves 200 billion. "We announced 2013 to achieve revenue 100 billion, but because the industry market is sluggish, so postponed to 2014 will certainly be achieved." Changhong insiders said. 2012, the public data show that Sichuan Changhong Electronics group to 80.312 billion yuan in the operating income ranked the second list of Sichuan hundred strong. Changhong insiders told the Beijing News Reporter: "The end of March and early April, Changhong's state-owned enterprise reform will also be formally opened, the system changes may be loosened for enterprises." Another person close to Changhong said: "This year, the Sichuan province, the two sessions, on the reform of state-owned enterprises, the speech is Changhong drafted." On top of that, an analyst who declined to be named told the Beijing News reporter that, from the inside, Changhong's stock price was also the driving force for its change over the years. "Over the past six or seven years, Changhong shares have been greatly disappointed by shareholders, for a want to rise of the state-owned enterprises, Changhong must find ways to get the share price up." "Strategy" to hit the money story to help raise the share price home Internet is the main strategy to carry the transformation of Changhong. Last October, Changhong proposed a new "three coordinate" system of intelligence, networking and collaboration, that is, intelligent terminals (X) + Large data Exploration (Y) + Smart Home (Z). Simply put, the x-axis is selling terminal, y-axis selling large data derivative services, z-axis selling smart home program. Changhong will be transformed from manufacturing enterprises to manufacturing-oriented service-oriented enterprises. With the home Internet, hundreds of billions of goals have imagined space, but the capital market no response, how to do? So, Changhong opened the internet-style "play". Changhong insiders told reporters that last year, the music, millet into television, to the traditional enterprise pressure, so that Changhong also pinch a sweat, but changhong from them not only pressure, but also "concept baptism", learned to the consumer and investors grasp. Since last October, Changhong has entered a period of intensive press. Three consecutive conferences, has launched the "Home Internet Strategy" "KAI guest TV" "Kai ke refrigerator." With three launches, Sichuan Changhong, Mei Ling Electric shares soared, greatly favored by investors. Changhong's shares rose to 62% per cent as of March 4. Changhong Holding company Mei Ling Electrical Appliances, from the release of Changhong TV set up 16 trading days, the rise reached 54%. According to media reports, the United States Ling Electric in the formal release of new products before the organization of a batch of machinesThe investor "secret" experience new product, intends to borrow Huayi Brothers to use the newest movie release pattern to win the professional investor to the product prospect approval. Recently, Changhong Group vice Chairman Liu Yibin revealed that Changhong will be a January press conference rhythm, the introduction of intelligent air-conditioning and other terminals. As the share price climbs, Changhong spends more aggressively than before. It is understood that, from January 18 onwards, Changhong TV ads landing on the major TV. Changhong insiders revealed that advertising will always accompany the new release of the pace of Changhong.　Changhong Multimedia Marketing Center Yang Changhan minister has publicly said that in order to promote the opening of television, the future will invest about 600 million in the promotion. Industry Analysis Changhong may be the opponent "sedan" at present Changhong has released the "Kai Guest TV" "Kai ke refrigerator", the next to launch air-conditioning, kitchen electricity and other products. Some insiders said that Changhong around a big circle, said so many concepts, the overall layout of the core is actually hardware sales, the so-called Big data, smart family profit planning, has long been proposed, but have not found a profit model. "In fact, Changhong is trying to use the" family interconnection "concept to drive its air conditioners, mobile phones and other category sales through its dominant category of TVs and refrigerators," said the person. However, the current situation is that ' Kai Guest TV ' to face the music, millet, Skyworth, Hisense and other brands of the price war, its high-end image and high-end price does not seem to be the occasion. Kai Guest TV only three, the price is 7999 yuan, 9876 yuan, 12345 yuan. In this respect, the reporter recently learned that the KAI Guest TV has quietly lowered prices, no longer limited to about 10,000 yuan or about three models, the latest launched a 3876-yuan 40-inch models, but compared to other brands with the same size products, this price is still high. The reporter consulted Changhong "Kai Guest" some sales channels, Jingdong Mall and the cat flagship store, Jingdong Mall only one person evaluation, Changhong cat flagship store sales only 14 units. "Changhong's current technical advantage (three-network integration of television, refrigerator image recognition) can be maintained for how long it is difficult to say. "Haier launched a smart home a few years ago," said the source. Hisense has already launched an intelligent refrigerator, many enterprises have technology accumulation, the current situation of changhong may trigger the industry's new round of power and smart home, if it can not take this momentum to seize the market as soon as possible, the end may only become the opponents ' sedan ' people , the people said. In fact, there have been similar cases in the home appliance market, in the frequency conversion air-conditioning, Hisense promotion at the earliest, but then the United States, gree direct intervention and promote marketization, Hisense eventually become sedan people. B10-B11 Edition/Beijing News reporter Li