Comparing with the global trend of mobile devices such as iPads and tablet computers, the gloomy operation of the home appliance industry has caused headaches for manufacturers. In order to stay awake and seek new profit growth points, TV has become the lowest profit in the home appliance industry. The industry seems to have reached the most critical moment for Chinese TV makers who do not have the core technology and core links and are more likely to do back-end assembly.
Changhong, which has a leading edge but has lost its strategic direction due to inaccurate delays, is also among them. The gambling plasma production line, the construction of the 10th generation LCD screen production line, the blind expansion overseas and the large amount of bad debts, and finally had to rely on the parent company to revitalize the company's assets. Changhong, which was supposed to be a “predecessor,†now has less and less power in the panel industry. .
Taking shortcuts for technology Changhong gambled that the plasma was in trouble When the plasma TV was in turmoil, however, when plasma's advantage in the Chinese market was gradually replaced by liquid crystal, Changhong entered the field in the anti-city market when others abandoned plasma. It is worth mentioning that this time it was a big gamble to take on life and let Changhong seriously hurt.
IT Business News learned that at the beginning of 2006 on the Changhong Board of Directors, it revealed that it wanted to jointly establish a plasma screen production line with Rainbow Electronics. Then it was reported that Century Shuanghong had invested 99.90 million US dollars to acquire Sterope InvestmentsB in the Netherlands. V company has a 75% stake, which indirectly holds a 75% stake in ORIONPDPCO LTD. The acquisition highlights Changhong’s ambition to enter the plasma industry and its wings for plasma.
However, huge investment has not received corresponding returns. On the contrary, Changhong plasma panels have not yet been officially mass-produced. Originally put into production from July 2008, it has been delayed until January 2010. After the official production, the yield rate has been only about 80%. It is difficult to really begin mass production without reaching a yield of 85% at the breakeven point.
Liu Buchen, an expert in home appliance industry, told IT Business News that huge investment in the plasma panel industry was the biggest mistake Changhong made in recent years. Plasma TVs sold only 17 million units worldwide, and LCD TVs sold 200 million units. One-tenth of the latter is less than a huge amount of investment can not be effective.
According to Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, with regards to color TV manufacturers, whoever has no technical submachine guns is the first to fall. At present, the most critical step for the distribution of China's home appliance companies in the entire industry chain is to master core technologies. For example, color TV companies, the blank of LCD technology has created a screen for Chinese color TV companies, making it difficult for Chinese color TV companies to control their own lifeblood. Therefore, the research, development, and control of core technologies is the most critical factor for China's color TV companies to break through.
The technical shortcomings pose a serious challenge to Changhong. Changhong clearly recognizes this problem long ago. However, the method has been used in the wrong way. It hopes to acquire advanced production technologies through acquisitions. However, since ancient times, it has been hoped that taking short cuts will not really help. Business success.
With the replacement of liquid crystals gradually overshadowed plasma, see the force of plasma not, Changhong then turn around and turn to liquid crystal.
IT Business News Network was informed that in June 2010, Sichuan Changhong spent 27.2 billion yuan to build 8.5 generation LCD panel production line in Chengdu Hi-tech Zone.
In fact, since 2004, almost all TV manufacturers, including Sony and Toshiba, have turned to LCD TVs. In the area of ​​upstream panel manufacturing, there have been six, seven, and even eight generations of LCD panel production.
However, this time, the timing of Sichuan Changhong also failed to bring about greater improvement. The investment in LCD panels, especially the high-generation panel, is like a bottomless pit, and BOE needs to rely on the country's policy subsidies and support to maintain it.
A home appliance industry observer said in an interview with IT Business News Network reporters that the overall home appliance companies this year are thin, LCD TV growth slowed down, Changhong can only quickly increase profits through the transfer of claims.
It is reported that Sichuan Changhong previously announced that the company will have APEX Digital. The remaining claims of inc (hereinafter referred to as "APEX") were all transferred to Changhong Group and the final transfer price was 424 million yuan. In addition, the company plans to sell a 70% stake in Shenzhen Changhong for 205 million yuan.
Some time ago, Changhong first revealed its overall smart strategy with smart industry as its core. It plans to accelerate the development and implementation of smart terminal strategy in the next few years so as to become the world's leading provider of intelligent terminals. Zhao Yong, the chairman of Changhong, painted a picture of Changhong’s “Smart Life†in the future, which was constructed into a smart “ecological treeâ€.
Chinese-style gambler: Zhao Yong, "Changhong is a pool of water, and it is necessary to throw a stone in it to stir up waves!" In May 2004, Zhao Yong, deputy mayor of Mianyang City, commented on Changhong and seemed to lead Chang Hong afterwards. The gambling road has been paved.
In May 2000, Zhao Yong, who was a technical background, was pushed to the front desk and served as vice chairman and member of the Standing Committee of the Changhong Electronic Group Co., Ltd., general manager of Changhong Electric Co., Ltd., and Ni Fengfeng, former chairman of Changhong Electronics Group who promoted him to Changhong, was appointed as the CEO. Relatively fade out the management line.
However, the facts show that the management style of the two is completely different. Compared with Ni Runfeng's scale production management, Zhao Yong is more inclined to use technology and profits to guide the development of the company. Ni Hongfeng, led by Ni Runfeng, has achieved the ultimate in price and scale, leaving Zhao Yong with little room to play. Enterprises want to truly lead the industry and need strong technical support.
As a result, the two sides also had a lot of contradictions. Zhao Yong's New Deal was only implemented for 10 months. In February 2001, Ni Runfeng returned to work at Changhong, and one month later, Zhao Yong resigned as vice mayor of Mianyang City, Sichuan Province. Government party members.
Until July 2004, Zhao Yong again returned to Changhong as chairman of Sichuan Changhong Electronics Group Co., Ltd., succeeding Ni Runfeng. After taking office, Zhao Yong led Changhong to bet on plasma panels and quickly explored overseas markets.
Zhao Yong once said bluntly that at the 17th National Congress, I understood that the essence of reform and opening up is to dare to take risks. At the beginning, Changhong had a risk on the PDP project, but not on this project. Changhong's risk and industry risks were even greater.
It can be said that today Changhong, who suffered from severe plasma damage due to the increasingly marginalized plasma, left behind huge amounts of bad debts due to blind overseas expansion. The dilemma of having to ask big shareholders is thanks to Zhao Yong's gambler gene. Zhao Yong's risk has deviated from Changhong's strategic direction, and his "alternative approach" has made Changhong lag behind competitors and gradually fell within the industry.
Changhong, which has a leading edge but has lost its strategic direction due to inaccurate delays, is also among them. The gambling plasma production line, the construction of the 10th generation LCD screen production line, the blind expansion overseas and the large amount of bad debts, and finally had to rely on the parent company to revitalize the company's assets. Changhong, which was supposed to be a “predecessor,†now has less and less power in the panel industry. .
Taking shortcuts for technology Changhong gambled that the plasma was in trouble When the plasma TV was in turmoil, however, when plasma's advantage in the Chinese market was gradually replaced by liquid crystal, Changhong entered the field in the anti-city market when others abandoned plasma. It is worth mentioning that this time it was a big gamble to take on life and let Changhong seriously hurt.
IT Business News learned that at the beginning of 2006 on the Changhong Board of Directors, it revealed that it wanted to jointly establish a plasma screen production line with Rainbow Electronics. Then it was reported that Century Shuanghong had invested 99.90 million US dollars to acquire Sterope InvestmentsB in the Netherlands. V company has a 75% stake, which indirectly holds a 75% stake in ORIONPDPCO LTD. The acquisition highlights Changhong’s ambition to enter the plasma industry and its wings for plasma.
However, huge investment has not received corresponding returns. On the contrary, Changhong plasma panels have not yet been officially mass-produced. Originally put into production from July 2008, it has been delayed until January 2010. After the official production, the yield rate has been only about 80%. It is difficult to really begin mass production without reaching a yield of 85% at the breakeven point.
Liu Buchen, an expert in home appliance industry, told IT Business News that huge investment in the plasma panel industry was the biggest mistake Changhong made in recent years. Plasma TVs sold only 17 million units worldwide, and LCD TVs sold 200 million units. One-tenth of the latter is less than a huge amount of investment can not be effective.
According to Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, with regards to color TV manufacturers, whoever has no technical submachine guns is the first to fall. At present, the most critical step for the distribution of China's home appliance companies in the entire industry chain is to master core technologies. For example, color TV companies, the blank of LCD technology has created a screen for Chinese color TV companies, making it difficult for Chinese color TV companies to control their own lifeblood. Therefore, the research, development, and control of core technologies is the most critical factor for China's color TV companies to break through.
The technical shortcomings pose a serious challenge to Changhong. Changhong clearly recognizes this problem long ago. However, the method has been used in the wrong way. It hopes to acquire advanced production technologies through acquisitions. However, since ancient times, it has been hoped that taking short cuts will not really help. Business success.
With the replacement of liquid crystals gradually overshadowed plasma, see the force of plasma not, Changhong then turn around and turn to liquid crystal.
IT Business News Network was informed that in June 2010, Sichuan Changhong spent 27.2 billion yuan to build 8.5 generation LCD panel production line in Chengdu Hi-tech Zone.
In fact, since 2004, almost all TV manufacturers, including Sony and Toshiba, have turned to LCD TVs. In the area of ​​upstream panel manufacturing, there have been six, seven, and even eight generations of LCD panel production.
However, this time, the timing of Sichuan Changhong also failed to bring about greater improvement. The investment in LCD panels, especially the high-generation panel, is like a bottomless pit, and BOE needs to rely on the country's policy subsidies and support to maintain it.
A home appliance industry observer said in an interview with IT Business News Network reporters that the overall home appliance companies this year are thin, LCD TV growth slowed down, Changhong can only quickly increase profits through the transfer of claims.
It is reported that Sichuan Changhong previously announced that the company will have APEX Digital. The remaining claims of inc (hereinafter referred to as "APEX") were all transferred to Changhong Group and the final transfer price was 424 million yuan. In addition, the company plans to sell a 70% stake in Shenzhen Changhong for 205 million yuan.
Some time ago, Changhong first revealed its overall smart strategy with smart industry as its core. It plans to accelerate the development and implementation of smart terminal strategy in the next few years so as to become the world's leading provider of intelligent terminals. Zhao Yong, the chairman of Changhong, painted a picture of Changhong’s “Smart Life†in the future, which was constructed into a smart “ecological treeâ€.
Chinese-style gambler: Zhao Yong, "Changhong is a pool of water, and it is necessary to throw a stone in it to stir up waves!" In May 2004, Zhao Yong, deputy mayor of Mianyang City, commented on Changhong and seemed to lead Chang Hong afterwards. The gambling road has been paved.
In May 2000, Zhao Yong, who was a technical background, was pushed to the front desk and served as vice chairman and member of the Standing Committee of the Changhong Electronic Group Co., Ltd., general manager of Changhong Electric Co., Ltd., and Ni Fengfeng, former chairman of Changhong Electronics Group who promoted him to Changhong, was appointed as the CEO. Relatively fade out the management line.
However, the facts show that the management style of the two is completely different. Compared with Ni Runfeng's scale production management, Zhao Yong is more inclined to use technology and profits to guide the development of the company. Ni Hongfeng, led by Ni Runfeng, has achieved the ultimate in price and scale, leaving Zhao Yong with little room to play. Enterprises want to truly lead the industry and need strong technical support.
As a result, the two sides also had a lot of contradictions. Zhao Yong's New Deal was only implemented for 10 months. In February 2001, Ni Runfeng returned to work at Changhong, and one month later, Zhao Yong resigned as vice mayor of Mianyang City, Sichuan Province. Government party members.
Until July 2004, Zhao Yong again returned to Changhong as chairman of Sichuan Changhong Electronics Group Co., Ltd., succeeding Ni Runfeng. After taking office, Zhao Yong led Changhong to bet on plasma panels and quickly explored overseas markets.
Zhao Yong once said bluntly that at the 17th National Congress, I understood that the essence of reform and opening up is to dare to take risks. At the beginning, Changhong had a risk on the PDP project, but not on this project. Changhong's risk and industry risks were even greater.
It can be said that today Changhong, who suffered from severe plasma damage due to the increasingly marginalized plasma, left behind huge amounts of bad debts due to blind overseas expansion. The dilemma of having to ask big shareholders is thanks to Zhao Yong's gambler gene. Zhao Yong's risk has deviated from Changhong's strategic direction, and his "alternative approach" has made Changhong lag behind competitors and gradually fell within the industry.
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