Another product endorsed by Jackie Chan fell, once "challenged" Gree, and now filed for bankruptcy. Why?

In China, when it comes to air conditioning, everyone's first reaction is Gree, Midea and Haier. In fact, in addition to the above three brands, there are dozens of other brands of air conditioners in China, including TCL, Hisense, Changhong, Chigo, Oaks, Chunlan and Whirlpool. (No mistake, many TV manufacturers cross-border production, in fact, not only cross-border production of air conditioners, but also cross-border production of mobile phones, refrigerators, washing machines and so on.

Before Gree, Midea and Haier became the three pillars, there was once an air conditioner manufacturer in China, and its market share once approached the three. Many people will say whether Oaks has been confronting Gree, but it is not. Oaks was sued by Gree only once, which made him famous. In fact, in the air-conditioning market, Oaks has never really threatened the top three positions; Chigo air conditioning, once close to the top three, was also born in Guangdong!

The history of intellectual intelligence

Chigo air conditioning was founded by Li Xinghao on 1994, and its headquarters is in Foshan, Guangdong. It is actually an interesting history to talk about why Li Xinghao founded Chigo. Before the establishment of chigo air conditioning, Li Xinghao opened a restaurant. At that time, because the air conditioner in the restaurant often broke down, it would cost 1000 yuan to find someone to repair it once. Li Xinghao thought that repairing air conditioners was more profitable than opening a restaurant, so he opened another air conditioner maintenance station at 1989. Through the maintenance station, Li Xinghao found that the air-conditioning technology was not advanced, and the profit of air-conditioning was much higher than that of restaurants, so it was set at 65438+.

Thanks to the management ability of Li Xinghao and the better environment of the whole big market, chigo air conditioning has gradually developed and expanded, and the sales volume of chigo air conditioning reached 200,000 units in199. In 2002, it reached 6.5438+0.8 million sets; In 2004, it exceeded 2.8 million units, and the sales volume increased by leaps and bounds. In 2007, chigo air conditioning's market share reached the fourth in the industry, catching up with Gree, Midea and Haier, but when it came to Chunlan and Kelon, it was far behind by Kochi. On July 13, 2009, chigo air conditioning successfully landed in the Hong Kong stock market, reaching the peak of Chigo's development.

However, after his success, Li Xinghao did not settle down to make good products, but became proud. It can be said that the slogan of "building the best air conditioner in the world" is confidence and vision. However, in many public occasions, stepping on Gree and Haier is slightly inferior. Even in order to "beat" Gree, Kochi spared no expense to poach Jackie Chan, the film star who spoke from Gree, and pressed Gree hard in publicity! Even the slogan touches porcelain with Gree. Gree has been promoting "Gree, master the core technology", while chigo air conditioning's slogan is "master the core technology of intelligent cloud"!

Under a series of chaotic punches, Li Xinghao once boasted in 2009: "By integrating global resources, the sales volume in chigo air conditioning will increase to 654.38+0 million units in two years, and the revenue in 654.38+00 years will exceed 654.38+00 billion units". Not only did it not come true, but it even came to the brink of bankruptcy.

PS: There is a saying in Dong Mingzhu that Jackie Chan's brands are all dead, except Gree! Now it seems that Jackie Chan's "endorsement" is really a curse.

In fact, compared with Gree's R&D investment, Chigo can't surpass Gree at all. Gree's investment in R&D exceeds 6 billion a year, while chigo air conditioning's investment in R&D is only 654.38+0.9 billion a year. Obviously, Chigo didn't learn the core point when he was studying Gree. Of course, Chigo may also know that the core is technology, but he just doesn't want to spend money. After the bright spot of 20 10, Chigo began to decline, and chigo air conditioning lost 480 million yuan in 20 18; In 20 19, chigo air conditioning created the highest loss record, reaching an astonishing1400 million yuan; In the first half of 2020, chigo air conditioning's net profit loss was 720 million yuan, and it is expected that the annual loss will reach a new high. Since 2020, chigo air conditioning has been involved in dozens of lawsuits and applied for bankruptcy review. As a king, it has come to an end.

abstract

The times are progressing, the society is developing, and the needs of ordinary people are constantly changing. In the past, products were in short supply, so as long as there was no market, enterprises developed rapidly. But today, most ordinary people are more interested in the quality of products. Although star advertising can play a certain role, its role is getting smaller and smaller. Instead of inviting stars, it is better to invest related expenses in research and development. Excellent quality is the foundation of today's foothold. Chigo air conditioning failed to find the demand of consumers in time, and then sought change. Instead, we made great efforts in publicity, and finally gradually widened the gap with the industry giants. Finally, we were filed for bankruptcy today, which deserves every enterprise that is still taking the old road to arouse vigilance and reflection!