Nowadays, Liu Rongfu, who seems to be lucky, is actually not lucky.
Author: Chen Jiali
Can the butterfly flap its wings really trigger an hurricane ?
For some domestic electric blanket companies, the answer is yes.
This year, Europe has shortage of energy and is about to enter a cold winter. Under the double attack, the demand for electric heating equipment has increased significantly. The electric blanket, which was originally ordinary in the eyes of Chinese people, suddenly became a popular product. According to the data from the General Administration of Customs, in July alone, the number of exports of electric blankets in China's EU increased by 150% month-on-month.
For a time, the topic of "Buying Chinese electric blankets in Europe" has been on the hot searches many times. On October 9, when the Chengdu World Table Tennis Championships were coming to an end, the organizing committee gave foreign athletes a local "local specialty" - the Rainbow brand electric blanket.
comments from netizens: "Sending blankets in the snow is very considerate" and "It is a must for European athletes."
Rainbow Group's full name is Chengdu Rainbow Electrical Appliances (Group) Co., Ltd. As one of the leading enterprises in the domestic electric blanket industry, this time it "makes money". The company has been on the hot search and its stock price has soared. It has achieved 6 daily limit increases in 8 trading days. As of yesterday's closing, the increase exceeded 70% in 10 consecutive trading days.
What is little known is that Liu Rongfu, the boss behind Rainbow Group, is a "ruthless character".
Disabled people become factory managers
There is a popular saying in the entertainment industry: a small fire depends on praise, and a big fire depends on life. Liu Rongfu, who seems to be lucky now, is actually not lucky.
1955, 6-year-old Liu Rongfu suffered spinal cord inflammation during a serious illness. Due to limited family conditions, he failed to treat it in time. His spine was severely deformed and he became disabled.
He did not give up on himself, studied hard, and was admitted to Chengdu No. 7 Middle School , eager to change his destiny through studying.
"At that time, I had a good grade and thought I could take the college entrance examination. Not to mention Tsinghua and Peking University, there was no problem with at least the second-class regular university." Just when Liu Rongfu felt that he was sure to go to college, he suddenly received a notice that he wanted to go to the countryside with many intellectual young people and went to the countryside with and could only be forced to give up his studies.
Leaving the campus, Liu Rongfu fell into confusion: whether it was hard work or technical work, he had no advantage compared to his healthy peers, who was disabled.
"At that time, many units didn't want me, saying that they would not accept disabled people. Later, they went to some factories in the light industry system with good efficiency, and they didn't want me either." Liu Rongfu recalled.
Finally, Chengdu Micron Jiaotong Production Cooperative became the only unit willing to accept it.
This is a street enterprise. After joining the club, Liu Rongfu found that there were many disabled people like him here.
In the early 1970s, Jiaoshu Cooperative was a large loss-making company at that time, and its benefits were declining and it was on the verge of bankruptcy. Liu Rongfu was very smart and thought of having to transform.
He suggested that the hottest thing at the moment is the export of power tools, and electric drills have become a hot-selling product. The drill chuck above can only be produced in Shanghai, but Shanghai planned to allocate at that time, and it was often difficult for various places to obtain supplies. If this product could be manufactured, it would be a breakthrough to alleviate the crisis. The proposal of
was adopted, and Liu Rongfu took the lead in the implementation of new products. In less than two years, the product was released and the sales volume was considerable. In the end, the unit even changed its name, and the Jiao Sum Cooperative became a drill bit attachment factory.
In the 1980s, the trend of reform was surging in Chengdu, and drill bit accessories factory became the first batch of reform pilot enterprises. After democratic elections and contract management, Liu Rongfu was elected as the factory director.
·Liu Rongfu (third from left) became the factory director.
When the electric drill business gradually cooled down, Liu Rongfu thought about leading the factory to continue to explore new directions.
Once attended the National Electrical Appliances Exhibition, and the electric blankets produced in the UK made him shine.
"At that time, we visited many places and felt that Sichuan was cold and wet, and it became even colder in winter. The bed was so cold that it couldn't sleep. When people from the north came, they all said, Chengdu was colder than Beijing."Based on this situation, Liu Rongfu thought that it was a way to get electric blankets. Not many people had this awareness at that time.
Liu Rongfu also specially thought of an advertising slogan for the new product: "Rainbow brand electric blanket, I wish you a beautiful dream. "
·Liu Rongfu (data photo).
The electric blanket was launched to the market
electric blanket was produced, and new problems have also come.
Many people are plugging in this kind of plug-in The blanket that can heat up is a little scared, and the dealer dared not sell it: This line is complicated, is it safe to sleep on it?
In order to prove the safety of the product, Liu Rongfu made an "amazing move" at that time.
At the dealer conference, he soaked an electric blanket with an electric blanket in water, then stood barefoot, and said loudly: "It's okay for me to stand on the wet electric blanket, how can I put it on the bed? "
Liu Rongfu's unique "appearance" form not only makes people remember the rainbow electric blanket, but also directly opens up the market sales. The factory changed from a debt of 400,000 yuan in 1983 to a production value of 3.35 million yuan in 1984 and a profit of 254,000 yuan, and a beautiful turnaround.
·The first generation of rainbow brand electric blankets.
1994, Liu Rongfu created the first electric blanket in the industry with full line safety protection by introducing the advanced production line of Japanese Panasonic , which essentially solved consumers' doubts about safety.
In that era without air conditioning, almost every Chengdu person had an electric blanket at home, and 90% were Rainbow brand.
However, electric blankets are always a seasonal product, and in the summer, they become the inventory at the bottom of the box.
By 1996, Liu Rongfu thought of supplementary products - rainbow electric mosquito coil tablets. Mosquito coils are paired with electric blankets, and there is a market for cold and hot weather.
Compared with traditional burning mosquito coils, electric mosquito coils are safe and hygienic, and the mosquito repellent effect is also good. They almost sold out as soon as they were launched.
Liu Rongfu said that the summer was impressive. They supplied 300 sets a day in the major shopping malls of Chunxi Road and were in short supply. , Everyone queued up overnight to buy it. This popularity lasted for more than half a month, and in today's terms it is a "hot online celebrity product".
In 2006, Rainbow Group launched liquid mosquito coil products, as well as outdoor mosquito repellent frost, mosquito repellent water, etc., making the product into a set.
two sets of fist products complement each other, allowing Rainbow Group to expand from a small factory with an original output value of 10 million to a scale of 1 billion. The factory site also moved from the remote Chengdu Bridge No. 1 to the Wuhou Overpass in the city center.
After the storm, Rainbow Group saw the rainbow.
·Liu Rongfu (middle) at the meeting of Rainbow Group.
Buying and selling by itself has become bigger, and Liu Rongfu also wants to give back to society. Since the 1990s, "the factory has developed better and has also received it. Many disabled people went to the factory to work, solving their survival difficulties."
In recent years, Rainbow electric blankets have firmly ranked first in the industry's sales. According to " Daily Economic News ", in 2018, the national market share of Rainbow brand electric blankets reached 11.47%, which means that 1 out of every 10 electric blankets in the country came from Rainbow Group.
In December 2020, Rainbow Group landed on the Shenzhen Stock Exchange and became the number one electric blanket. One stock.
·Rainbow Group's bell ringing scene.
On the day of listing, the closing price was 34.4 yuan, up 43.99% from the issue price of 23.89 yuan, and the company's market value reached 2.7 billion yuan. Liu Rongfu has become the veritable "electric blanket king" in people's mouth.
can make a small electric blanket listing, and the 71-year-old Liu Rongfu seems to be able to He retired with success. However, the complexity and change of the capital market was something he had not expected.
"hot" has risen again and
was at its peak after listing, almost becoming a true portrayal of Rainbow Group.
share price opened on and the grand occasion of on the day it opened and fell below the issue price within two months. It has been at a low level for more than a year since then.
In the first half of this year, Rainbow Group's performance further declined, and its stock price hit a historical low of 15.23 yuan in April, which was close to halfway compared to the highest point. The company's revenue was 533 million yuan, a year-on-year decrease of 10.5%, and the sales of heating appliances such as electric blankets and hand heaters shrank by nearly 20%.
revenue status is poor, and the main reason is that fatal weakness - the deal of electric blankets depends on the weather.
In the winter from 2020 to 2021, the domestic average temperature is -2.5℃, which is 0.8℃ higher than the same period of the year. The warm winter is intensified. In addition, the popularity of heating equipment such as air conditioners and electric heating, many families' electric blankets are "put aside", putting Rainbow Group in trouble.
Unexpectedly, "Success is the weather, failure is the weather."
09 Since September, Europe has entered winter ahead of schedule and the energy crisis , the concept of "electric blanket" has become popular, and the share price of Rainbow Group has risen sharply since September 21.
·Rainbow Group's stock price has soared since late September.
Compared with the hot capital market, Rainbow Group is much calmer.
Recently, the group issued an announcement stating that the company's product export business is in the initial stage of exploration, and has obtained some orders for electric blankets, with small quantity and low amounts, and has not had a substantial impact on the company's operating income.
Netizens couldn't help but ask: Why is it "no substantial impact" when it becomes so popular?
In this regard, Jiang Han, a senior researcher at Pangu Think Tank, explained to the reporter of " Global People " that although the concept of "electric blanket" is very popular now, companies like Rainbow Group may also have problems with poor performance.
"Finally, the concentration of the entire market is relatively low. That is to say, there is almost no threshold for producing electric blankets and heaters, and most electrical appliance companies can produce it. In addition, an electric blanket is not expensive and has limited profits, so the impact in the overall profit situation is not reflected for the time being."
. On October 10, the Shenzhen Stock Exchange issued a letter of concern to Rainbow Group, requiring the company to explain the export situation of electric blankets, the revenue and profits in recent years, and whether there are undisclosed matters in the company's stock price surge.
Every "combust" in the stock market is worthy of vigilance. Jiang Han believes that the sudden outbreak of demand in Europe may be just short-term demand and needs to be seen in the long run.
In his opinion, from the perspective of long-term development, companies like Rainbow Group need to consider how to make good use of this rare market development trend, establish their own market advantages, and find some differentiated competitive advantages that meet market demand.
Whether it is a gimmick or a trend, for 73-year-old Liu Rongfu, it is time to take a try again.
part of the source: People's Daily , Sichuan News Broadcasting, "21st Century Business Review", etc.
Director-General Producer: Lu Hong
Supervisor Producer: Zhang Jiankui
Editor: Xu Chenjing
Editor Reviewed by: Su Rui
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