When the bubble shatter that shares bicycle, affecting is consumer not merely, the bibcock company that joins bicycle industry also cannot escape by sheer luck. On April 20, the phoenix of old name Shanghai of bicycle line of business releases 2018 year report to say, 2018, the company realizes business income 762 million yuan, decrease compared to the same period 46.68% ; The net gain that realizes attributive parent company twenty million one hundred and eighty thousand two hundred yuan, decrease compared to the same period 73.73% .
Look in Shanghai phoenix, 2019, promotion outstanding achievement already became principal target. "Phoenix " the brand regards a company as the most important intangible assets, also be company future development is important rely on. However, shanghai phoenix wants to obtain order probably not difficult, in the brilliant period that shares bicycle to offer outstanding achievement, shanghai phoenix already reduced acting plant, research and development also stops nearly, the confidence that how gains the market just is the key that turns round outstanding achievement.
Outstanding achievement cutting sb in two at the waist
Having 120 years of histories " phoenix " the bicycle never faces such dilemma. Because bicycle of this hundred years old name cooperates with what share bicycle, outstanding achievement also appeared twists and turns.
On April 20, shanghai phoenix issues bulletin of 2018 year money, the company realized business income 2018 762 million yuan, decrease compared to the same period 46.68% ; The net gain that realizes attributive parent company twenty million one hundred and eighty thousand two hundred yuan, decrease compared to the same period 73.73% .
To the reason of deficit, shanghai phoenix shows in money newspaper, up to on December 31, 2018, remaining sum of face of Zhang of receivable Zhang money is Shanghai phoenix 310 million yuan, among them 68.7 million yuan of departments accuse limited company of bicycle of phoenix of share company Shanghai to be opposite east gorge is big (Beijing) management consults limited company (OFO) sale OFO bicycle is produced; 14.09 million yuan of departments accuse limited company of imports and exports of bicycle of phoenix of share company Shanghai to sell OFO bike to the company such as OFO Hong Kong be produced.
Shanghai phoenix respect expresses, since 2018, as share bicycle to basically manufacture supply square bicycle is truckload with component enterprise, because shared bicycle operation enterprise to take up bicycle business is much circulating fund, and got comparative to be affected greatly, taste the devoted and serious inadequacy that research and development and market develop newly especially.
Compare once with the honeymoon that shares bicycle period, 2017, the order company that support shares bicycle realizes business income 1.43 billion yuan, increase compared to the same period 126.63% ; Operating costs 1.22 billion yuan, increase compared to the same period 154.87% ; The net gain of attributive parent company seventy-six million eight hundred and twenty-four thousand one hundred yuan, increase compared to the same period 45.26% .
Those who deserve attention is, this world of dynasty of Shanghai phoenix president is in China ever expressed during forum of height of dynamoelectric bicycle industry 2019, shared bicycle industry to comparing healthy progress 2019. In addition, the debt of OFO small Huang Che is reclaiming normally in succession.
The debt of small yellow car of character of place of king rising sun is to point to, last year in August, shanghai phoenix prosecutes one case of OFO, hind classics Beijing of court of the first intermediate people chair mediation, phoenix bicycle and east gorge is big reach intercessory agreement of one's own accord. Affirm include balance due payment for goods, retaining fee, interest (up to on November 20, 2018) wait inside, gorge big altogether deals with phoenix bicycle east seventy-one million nine hundred and sixteen thousand one hundred yuan.
However, the fact is not so good. Show according to announcement, the OFO that Shanghai phoenix already turned at receiving a court to delimit recently is frozen money twenty-seven million nine hundred and twenty-six thousand one hundred yuan, at present still 68.7 million yuan are not recovered.
In economist Song Qinghui looks, because Shanghai phoenix shares bicycle order to drop outstanding achievement glides, this is exterior problem only, more deep-seated problem is the way that bicycle industry did not find an industry to reform, just share bicycle to should do " help straw " , devoted and too much, instead be a burden on oneself.
Secret worry of sale in domestic market
Although share bicycle bubble already undone, but it still is met surrive a long time. Consumer still buys the power of the bicycle without oneself.
Look in dynasty this world, "Share bicycle to comparing healthy progress 2019, and already 3 enterprises adjust the price, have a program quite, cooperate with the government particularly close together, also began to seek better profit, manage and run way weller. " dynasty this world expresses, believe to share bicycle to be in whole giving a territory still can be one of main force.
Nevertheless, ma Zhongchao of director of Chinese bicycle association thinks, in share bicycle concussion to fall, bicycle industry is occupied from what have brand product and acting industry product than, already by slide most probably 3 into the left and right sides. Glide as what share bicycle order, business sale in domestic market is faced with not little impact.
The personage inside course of study expresses, with the collaboration that shares bicycle, tell from some kind of meaning, as good as at drink poison to quench thirst-seek temporary relief regardless of the consequences. In the bicycle industry and share concern between bicycle gradually cool, the relevant risk that a series of chain-reacting bring to the industry nots allow to ignore likewise.
Money newspaper shows, annual produced Shanghai phoenix 2017 bicycle 5.05 million, main increment comes from OFO. 2018, shanghai phoenix output is 4.22 million only, glided compared to the same period 16.54% . 2018, the charge of research and development of Shanghai phoenix is 6.51 million yuan only, promote somewhat than 2017, but research and development is occupied 0.86% what occupy battalion to close than be being occupied only, the research and development that has a brand oneself can say to throw serious already inadequacy. As in former days brilliant already died, shanghai phoenix must narrow dimensions, in an attempt to is protected oneself.
Plan to wait for a problem to the outstanding achievement this year to Shanghai phoenix, beijing business signs up for a reporter to call Shanghai phoenix, but up to distribute news dispatches, did not get a response.
Song Qinghui expresses, shanghai phoenix research and development throws inadequacy, bring about oneself the brand goes out very hard to be tasted newly. In the meantime, outside sharing bicycle to bring bigger impact besides the production to bicycle business, also bring fixed rate to brand construction negative effect. Shared bicycle to throw into confusion actually the brand strategy of the enterprise.
Recursive the right path
Those who be worth to rejoice is, shanghai phoenix already noticed depend on work the inadequacy that shares bicycle. Shanghai phoenix alludes in annals, as share bicycle development to enter inflection point, share bicycle to be in to the concussion trend of conventional bicycle industry progressively slow down, domestic bicycle market anabiosises progressively trend. Of the market anabiosis in the process, the demand that upgrades to bicycle product will appear stage by stage, what be a delegate with country car is medium the main force that high-grade product will make prospective bicycle market. In the meantime, after industry structure sex produces can surplus problem to get alleviating, the gain ability of bicycle industry will get certain refreshment and promotion.
In the program, shanghai phoenix emphasizes for many times, "Phoenix " the brand regards a company as the most important intangible assets, also be company future development is important rely on. 2019, shanghai phoenix will continue to do good brand to publicize the job, name of coronal of ambassador of brand of have the aid of, match, attend professional the means such as the exhibition, what promote phoenix the brand ceaselessly is famous degree.
To 2019, shanghai phoenix expresses, in the international market, want hard to overcome an European Union to counter the impact with dumping, fluctuant exchange rate, besides in traditional exit area refines deep ploughing outside, still will follow actively country " one belt all the way " the strategy, extend other relevant market. Home market, shanghai phoenix is on the foundation of sale channel of deep ploughing tradition, shanghai phoenix extends a network actively to sell terrace, on play line, the synergism that sells below the line, move toward the market to provide medium of communication for country car, high-end city car and baby carrier product. , current, shanghai phoenix sells scale to had obtained the in part of total sales volume in home market network.
In the meantime, shanghai phoenix also is being swung " package " . Late on March 4, shanghai phoenix releases announcement to say, control limited company of bicycle of phoenix of share company Shanghai the price with 11.4 million yuan, make over rich feng4huang2 of share subsidiary Tianjin 30% equity give a natural person Wei Jianhua. This also the personage inside course of study regards Shanghai phoenix as to reclaim capital, throw a weight save oneself behavior.
To this, ma Zhongchao thinks, the concentration that well-known trademark, key brand is industry core competition ability is reflected. Advance sturdily only " old brand, big market, big company " development strategy, center industry strength protection it is good, good to breed, brand of development good focal point, ability builds durable industry high quality to expand the base of method.
Look from time, 2019 will be the period of the right path of phoenix bicycle regression, shanghai phoenix already was rolled out at present " Chinese phoenix " series, upgrade for transition of company product structure offerred help strength formidably. In the meantime, shanghai phoenix already was finished " country ceremony " car design creates the job, pass " country ceremony " thematic conduct propaganda and product promotion, extend phoenix brand connotation further, enlarge brand force.
