The slogan "Xinfei's advertising is good, not as good as Xinfei refrigerator", once made the name "Xinfei" popular in the motherland, and it became a household name. Once upon a time, many families were proud of owning a brand new "Xinfei" refrigerator.
After ten years of ups and downs, Xinfei tells its story to the outside world with its vicissitudes of life. More than 10 years ago, Xinfei Electric was transformed from a local arsenal on the verge of bankruptcy, and gradually emerged as one of the largest refrigerator manufacturers in China at that time. Because of the production of China’s first fluorine-free refrigerator, it became a Chinese refrigerator with Haier. "Four Golden Flowers". In less than two years, Xinfei refrigerator went international and became an international business card of China's home appliance manufacturing industry. In the glorious period, its annual production capacity of refrigerators reached 6 million units, and it was called the leader of the "four golden flowers" in the refrigerator industry, even Haier, Rongsheng, and Meiling, who were behind it at the time, were beyond the reach.
Xinfei became the dominant player in the refrigerator market until 2011. Since that year, Xinfei has entered a state of continuous loss, and its vitality has been severely injured by two successive shutdowns. Last year, Xinfei Electric announced bankruptcy and liquidation and conducted a judicial auction of assets. Later, in the introduction of a new owner, his fate was still ill-fated.
There are divergent opinions on the rise and fall of Xinfei. The entry of foreign capital has become a turning point in the history of Xinfei. Xinfei's insufficient research and development of new products, insufficient brand promotion, and serious talent flight have been widely criticized by the outside world and become a fatal injury for Xinfei.
But now that Konka's entry has high expectations from the outside world, it is hoped that it can really save Xinfei from a crisis. Judging from the series of actions taken by Konka, it can be said that it has invested huge energy and the highest quality resources in the revival of Xinfei. On the management team, Konka has launched a number of management talents who have more than ten years or even decades of work experience internally, and have invested heavily in the formation of the grassroots team. At the same time, in the transformation plan of Xinfei, Konka will upgrade the schedule of Xinfei smart factory and try to introduce an intelligent enterprise covering cutting-edge technology to the public. In addition to refrigerators, Xinfei also plans to expand kitchens and bathrooms, smart homes, high-end wine cabinets, etc., while deploying new businesses such as fresh food e-commerce and biomedicine. Now, under the leadership of Konka, Xinfei has gradually begun to "transform" into a diversified field.
If we say that the decline of Xinfei is the end of the era. So, will the resurgence of Xinfei now be the beginning of another era?
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