"Veteran" Guo Dexuan again Sichuan Changhong to revive color TV business

Sichuan Changhong (600839,SH) ushered in important personnel changes.

Media reports said that the recent Sichuan Changhong internal release of the transfer, color TV "veteran" Guo Dexuan replaced Ye Honglin as chairman of the Changhong Multimedia industry Group, the overall responsibility for multimedia industry group work, the news has been confirmed by the group insiders.

"Veteran" Again, Sichuan Changhong Save the performance of the intention is obvious. Household appliances Industry observer Liu Buzhong to the "Daily economic news" reporter, Guo Dexuan as Changhong color TV business "veteran", with experience, to Changhong color TV business is familiar with the advantages, but now the color TV industry market environment has been very different, "the consumer concept, color TV profit model has undergone great changes, It is not easy to say whether you can fully adapt to the changing market. ”

TV product revenue declines

According to the Securities Times, January 15, Sichuan changhong internal release of the transfer, color TV veteran Guo Dexuan replaced Ye Honglin as Changhong Multimedia Industry Group Chairman, overall responsibility for the multimedia industry group work. Xu Ming, general manager of Changhong Multimedia Industry company, is a deputy general manager of Multimedia Industry Group, responsible for internal manufacturing and supplier management business.

Subsequently, Sichuan Changhong Group Planning Minister Bangs in the media also confirmed the matter, and said the top job changes are normal adjustment.

"Daily economic news" reporter through the public information learned that Guo Dexuan was born in 1962, 53 years old, is Sichuan Changhong home appliances "veteran", formerly Sichuan Changhong deputy general Manager, multimedia Industry company Chairman, Marketing department Deputy minister and other positions, 2008 Gairen Group Culture Integrated management work.

In fact, Changhong Multimedia industry Group's color TV business is the most important business section of Changhong Group. Liu Buzhong to reporters, "because Changhong color TV for the Changhong group, even the local government, the development of Changhong color TV has higher hopes." ”

However, in recent years, the performance of Changhong color TV is not satisfactory. Sichuan Changhong 2014 semi-annual report showed that the company's total operating income of 27.265 billion yuan, a decrease of 2.72%, attributable to the listed company's shareholders net profit-181 million yuan, the year-on-year decrease of 179.73%, became the first loss in recent years. Among them, the sales of television products did not reach expectations.

Semi-annual reports show that 2014 1 ~ June, Sichuan changhong TV products operating income of 6.333 billion yuan, decreased by 18% over a year earlier, and the gross margin also decreased by 8.9%. The situation in the third quarter of the ensuing period has not been reversed. Sichuan Changhong 2014-year quarterly display, the first three quarter to achieve operating income of 41.3 billion yuan, down 1.82%, net profit is a loss of 314 million yuan.

To restart the "veteran" as the chairman of the multimedia industry group, Changhong's intention to revive the television business is obvious. "Guo Dexuan years ago, Changhong Group is responsible for color TV business, has many years of color TV operating experience, Changhong color TV business is also very familiar." "Liu Buzhong said.

But he further analysis, Guo Dexuan back to the pressure will be greater than before, "now China's color TV industry environment has changed a lot, five or six years ago the color TV is functional type, now the color TV is intelligent." Music, millet entry shows that competitors younger, the internet, consumer concepts, color TV profit model has changed greatly, this to a ' veteran ', the test is still very large, can not fully adapt to the market changes is not easy to say. ”

Brand aging problem to be solved

Liu Buzhong Forecast, Changhong color TV products 2014 or loss of the year, in addition, if apart from the separation of non-performing assets plasma Rainbow Europe, the sale of national Rainbow Communication equity gains, Sichuan Changhong 2014 Annual report results, may be a loss or only a small profit.

In response to the industry downturn, Sichuan Changhong has already launched a strategic layout. 2013, Sichuan Changhong proposed "home internet strategy". Subsequently, Sichuan Changhong to Chiq TV as the first, in the television, refrigerators, air-conditioning and other household appliances have been intelligent to build, comprehensive landing home Internet strategy.

It is noteworthy that the music, millet, "low price" form of "invasion", resulting in the TV industry profits are falling, a number of color TV companies have a large profit decline. According to media reports, the 2014 domestic color TV industry, the average net profit margin has fallen to about 1.5%, become the largest household appliances category of the most meager industry.

However, the price of more "pro-people" internet TV is popular, Changhong Chiq TV's high-end route is also controversial. Changjiang Securities, said a previous study, Sichuan Changhong published Chiq curved surface Intelligent Television, the overall point of view of the lack of bright spots and high price.

Liu Buzhong analysis that, "young people like a younger, more friendly, internet-conscious brand, and Changhong as a traditional TV brand, in the Internet gene is still relatively weak, and its consumer structure is mainly concentrated in the elderly customers." ”

He further said that Changhong has done a good job at the strategic level, "home Internet Strategy" The introduction of Chiq high-end brands, change the traditional strategic model, embracing the Internet, which to a certain extent changed the consumer's brand of Changhong's inherent perception and impression, but its strategic changes have not yet reflected in the management level up, " The main reason is that Changhong's brand power is relatively weak, is the old brand, there is the problem of brand aging. ”

Liu Buzhong suggested, Changhong television needs "The Eagle Rebirth", to the brand reengineering, younger, lets the consumer like it, moreover, in the product, the modelling design and so on also needs to further improve.