The air conditioning king has become a scoundrel, once boasting to become the world's number one, but now he is a seller and cannot afford to lose himself

Tech 2023-07-07 08:54:42 Source: Network

When it comes to domestic air conditioning brands, well-known ones include Gree, Midea, Ox, etc. In fact, there was once a brand that, along with the three of them, was called the "Top Four Air Conditioning"

When it comes to domestic air conditioning brands, well-known ones include Gree, Midea, Ox, etc. In fact, there was once a brand that, along with the three of them, was called the "Top Four Air Conditioning". It dug into Gree's niche and invited Jackie Chan to become a brand spokesperson, limiting Gree's expansion on its own and threatening to become the world's number one. It is the Zhigao air conditioner. Just how high it flies, how painful it hurts to fall. Nowadays, Zhigao Air Conditioner has lost hundreds of millions of yuan, and its boss has become a scoundrel. In order to survive, it has sold its property multiple times and sold its life, but still finds it difficult to survive. At least based on the current situation, the hope of Zhigao Air Conditioner turning over is very slim.

When it comes to Zhigao air conditioning, one cannot help but mention its founder, Li Xinghao. Li Xinghao is a rural child who has suffered a lot from snacks. He has sold popsicles, opened restaurants, worked in a textile factory, and later started repairing air conditioners. Taking advantage of the east wind of reform and opening up, Li Xinghao attracted investment and built over 20 air conditioning supporting factories within two years. However, the air conditioning market at that time had been very sluggish, and investors saw no profit, so they directly withdrew their investment and declared that Zhigao Air Conditioning had already gone bankrupt. The direct consequence was the seizure of Zhigao air conditioning. Li Xinghao was obviously not the one who bowed to fate. He used all his strength to raise 8 million yuan and struggled to survive.

Around the year 2000, the golden period of air conditioning development was ushered in, and Zhigao Air Conditioning continued to rise in popularity. In 1999, its sales exceeded 200000 units, and in 2004, sales exceeded 2.8 million units... The competition in the air conditioning market became increasingly fierce, with Kelon Air Conditioning being acquired by Hisense, and almost all of Kelon's technical talents came to Zhigao Air Conditioning. With the support of new technologies, Zhigao Diao made even more progress. In 2006, its revenue exceeded 4.5 billion yuan, and in 2008, its revenue exceeded 5.9 billion yuan.

In 2009, the trend of reform brought home appliances to the countryside, and Zhigao air conditioning had a better price advantage and was favored by rural consumers. In 2010, Zhigao Air Conditioning's revenue exceeded 10 billion yuan, ranking among the top three air conditioning enterprises. No one expected that this would be the "pinnacle" of Zhigao Air Conditioning.

With more and more enterprises joining the air conditioning industry, competition has become unprecedentedly fierce. After two years of expansion, the home appliance air conditioning market has already experienced overcapacity, and the new competition is no longer about price competition, but about service and technology competition.

Gree Air Conditioning seized the opportunity and invested heavily in establishing three major basic research institutes and over 300 national laboratories. Many cutting-edge technologies in air conditioning began with Gree. Midea air conditioning is not to be outdone, as its research and development costs exceed 10 billion yuan. On the contrary, Zhigao Air Conditioning's research and development expenses are less than 1% of its sales revenue. There are no technological advantages to speak of.

In the era of e-commerce, many air conditioning companies with a keen sense of smell have realized that their sales models are about to undergo significant changes. Oaks Air Conditioning has closed many offline stores and is fully transitioning to online sales. However, Zhigao Air Conditioning still sells through offline stores, missing out on the development dividends of the e-commerce era.

Good air conditioning, really Kung Fu

But Jackie Chan couldn't save Zhigao Air Conditioning either. In 2015, with a loss of 690 million yuan, Li Xinghao, who had retired from the second tier, finally became anxious and vowed to achieve profitability in 2016 and return to the top three in the market in 2020.

To this day, Midea and Gree have already exceeded 100 billion yuan in revenue, while Zhigao Air Conditioning cannot even exceed 10 billion yuan. Gree, Midea, and Haier have become the new "Top Three Air Conditioning Companies", with market share exceeding 73%, while Zhigao Air Conditioning is constantly marginalized.

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What inspiration has the rise and fall history of Zhigao air conditioning left for us? I personally believe that whether it's being a person, working, or starting a business, one must keep up with the times and not view the development of things with an old-fashioned perspective. Consumers are enthusiastic about online shopping, why not engage in e-commerce? Consumers need new features, why not innovate and develop them? The consequence of not striving is to be eliminated by the times.

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