All along of home appliance industry is the pride of compatriots, since reforming and opening as manufacturing industry arisen, home was born numerous and famous and preeminent home appliance company, resemble the Er of force of long rainbow, division, sea, well-known trademark that achieving dimension to wait is popular whole world. We want to chat today, do color television to once sought hegemony namely industry Sichuan long rainbow of 20 years.
Before long, going up century 90 time, long rainbow once was country's biggest color television brand, in home market it may be said it is to seek hegemony the existence of level, every sell home a 3 stage color television one comes from long rainbow, seek hegemony industry 20 years, the summit of long rainbow summit that a person of extraordinary powers takes 4 component specified amount period, it ever resided A firmly with 60 billion market prise throne. Nevertheless, 2018 in data of global sales volume, long rainbow only the data with 3.4 million row the 9th, excel millet of promising young person slightly only 200 thousand.
In former days the king of color television, what will 20 years happen?From promote decline, long rainbow cannot leave a man of the time first and last, 1985, peak of embellish of Shandong person Ni comes to plant of machine of continous in relief long rainbow to hold the position of a factory director, below the appeal of reforming and opening, ni Runfeng searchs an outlet to give long rainbow this state-operated plant, laid the view color television industry, enter office the 2nd year, long rainbow introduced television product line from inside Japanese loose helper, this is at that time the TV with highest, the biggest scale of production produces domestic automation rate line, also be at that time, open long rainbow seeks hegemony the times of industry of domestic colour TV.
The strategy that Ni Runfeng places to long rainbow is: Price war.
Go up century 80 time end, domestic colour TV is in short supply, when growing to impose 600 yuan of consumption tax to color television in the country, ni Runfeng turns over his to and go, depreciate 300 pounded market of standstill home appliance, this or Chinese home depreciate first on electric history. After this till the look forward to in 90 time, long rainbow was greeted of 50% erupt type year increase rate. 1997 data statistic, every 3 domestic colour TV have to come from long rainbow, the production value of one of homes held the 1/9 of GDP of Sichuan of 90 time end.
Long rainbow was in 1994 hand in place to appear on the market, right now hand in place only be less than 140 stocks, total market prise only 3600 much. In 4 years after long rainbow appears on the market, its promote to a high office directly super big, when market prise comparing appears on the market, soare 15 times achieved 600 much. Recumbent all the time sales volume and outstanding achievement are propping up long rainbow its market prise profit, 96, two 97 years net profit already was as high as 1.675 billion, 2.612 billion. Building the scenic railway of long rainbow, a person that calls Lin Yuan goes with selling 60 yuan later with 22 yuan of every average long rainbow, odd second net 40 million.
Till later national policy comes on stage: Stamp duty is increased from the 3 ‰ before to 5 ‰ ; State-owned holding company and forbidden and state-owned company, state-owned company accuse appear on the market 3 kinds of businesses of company enter town; Prohibit bank financing violates compasses shedding to wait into the stock market. Long rainbow share price drops point-blank after the historical height January 1998, 2008~14 year between accumulative total drops 87.9% .
Right now Ni Runfeng sees the current situation clear, the decision begins new round adventure, the long rainbow need that he thinks to already held specified amount of nearly 4 component enters 90 time last stage a new chance to extricateoneself from an awkward position, then afterwards " depreciate the strategy " hind he initiated new " forestall is politic " : What long rainbow wants is forestall, this is our target, next year must take 50% share!
To achieve forestall goal, ni Runfeng nots hesitate adventurous store up rose color television is the most important at that time one of yuan of parts of an apparatus picture tube, in those days media coverage: The order of 70% picture tube of countrywide comes from long rainbow.
Be worth the last time of 20 centuries end right now, a lot of older generation entrepreneur did not see Internet is in arisen, and the prices of color television is getting the influence of computer. The behavior that Ni Runfeng takes a risk this paid discreet price: 1998 ~2002 year, suffer the effect with market dispirited demand, long rainbow stocks is as high as 5 billion yuan of above year after year. 2001, long rainbow company returns parent gross profit to drop to 100 million.
2005, internet times comes formally, industry of domestic colour TV is badly in need of upgrading, who can make prospective industry trend in plasma TV, liquid crystal TV when, long rainbow chose stake plasma, and 2007 ~2013 year increase an investment 1.72 billion go up in plasma project, till later liquid crystal TV is gone against situation rise abruptly, the judgement of long rainbow mistake paid enormous price, the project of 120 million investment is forced with 64 million sell.
Already arrived nowadays 2019, TV industry already whole marchs toward high end, intelligence to change, rainbow of farewell leading cadre this in former days the overlord of color television industry, we are becoming ambiguous to its impression it seems that, also no longer the figure that ground of so tall frequency sees long rainbow product. The experience of long rainbow gives us a heavy lesson: Do not innovate, develop without diversity, certainly will will be washed out by the history. Under photograph comparing, the division force that Dong Mingzhu leads, want than long rainbow lucky much.
End in May 2019, long rainbow market prise forteen billion four hundred and forty-nine million yuan, millet company market prise two hundred and sixteen billion one hundred and three million yuan. 6.6% long rainbow is latter only.
Has there been product of long rainbow electric equipment in your home, quality how?
