From Rongshida to Rongshida Royalstar road to transformation.docVIP

 PAGE \* MERGEFORMAT 26 From ‘Rongshida’ to ‘Rongshida Royalstar’ road to transformation Throughout white goods industry, Siemens, Electrolux, LG, Panasonic joint-venture brands such as menacing, gradually approaching, local brands somewhat powerless. After the troubled Rongshida, after two years of 2002-2003, the successful transformation of the brand, and all kinds of marketing innovation, the breakthroughs in a number of business indicators are best level in history, is really commendable. The five years 1997-2001, be called Rongshida troubled. So far, these cases are still vivid in my mind: 97 end of the year, sales of the company all the three executives to step down, sales and marketing is carried out by two different vice president in charge of; 98 years, and the U.S. Maytag joint venture to set up a joint venture Rongshida Maytag Corporation, ‘ 2 Chan ‘(referring to when he was chairman and former Vice President of Sales) contradiction is increasingly intensified; 99 by the end of the Sino-US joint venture with Sanyo formal separation of the joint sales company, marketing systems for a wide range of places from top to bottom personnel changes; early in 2000 , the United States take full control of a joint venture corporation, and direct presence of president, executive vice president, vice president of sales, marketing executives, vice presidents, etc.; the end of 2001, the United States operating properly, all the management staff retreat, and declared that it would sell its 50.5% holding of the shares; ... ... After the U.S. withdrawal, leaving 130 million of the huge losses, panic all employees, both companies and their own future to worry about. Rongshida will go from here? Who will pick up the pieces? Ability to regain its old mountains and rivers? These problems come one after another! At this point, a large number of local people will Rongshida stepped in to assume the important task of management joint venture. They learn his lesson, decide