No matter how close the relationship, it can not withstand the consumption of time, even if it is a colleague who has struggled together, it can not avoid the opposite of the coming day, both sides have their own positions, can not say who is right and who is wrong, to blame can only blame the home appliance circle is really too small.
The former executives of Gree Electric Appliances gathered and set off again
In March this year, the groundbreaking ceremony of Philips air conditioning production and research base was held in Chuzhou, Anhui Province, with a total investment of up to 10 billion yuan, mainly used for the research and development and production of Philips household air conditioners, large commercial air conditioners and compressors, motors and other supporting equipment.
Compared with Philips' determination to reclaim the air conditioning market where the increment has gradually peaked, the industry's attention to Philips air conditioning is more focused: Can the philips brand plus a group of executives extracted from Gree Electric tell the next story?
It is understood that Huang Hui, the former executive president of Gree Electric Appliances, and Hu Wenfeng, the former assistant to the president, have joined the management team of Philips air conditioning, and Huang Hui is the chairman of Philips air conditioning, fully responsible for research and development and the company's large and small affairs; while Hu Wenfeng and Li Peng, former director of the e-commerce management department of Gree Electric Appliances, respectively, serve as president and vice president of Philips Air Conditioning China Operation Headquarters.
It is worth noting that Huang Hui was once the second person of Gree Electric Appliances, focusing on the technical field, and joined Gree Electric Appliances after graduating in 1992, with rich experience in technical management. As for Hu Wenfeng, he used to be the assistant to the president of Gree Electric Appliances, and was in charge of sales, and also served as the chairman of Jinghong Refrigerator.
It is certain that the joining of the original senior management team of Gree Electric Appliances such as Huang Hui has brought philips air conditioning industry network resources to Philips air conditioning, and with the foundation of Philips Chuzhou production and research base, this is bound to become the driving force for Philips air conditioning to stabilize the foundation.
The competition in the commercial jianghu is so naked, some people start from scratch, starting from scratch, and some people have won on the starting line from the beginning, Philips this time to force the air conditioning field, people are in place, the funds are also in place, it seems that Philips air conditioning has had an innate advantage from the moment of brewing.
Does the "European aristocracy" still have a market in China?
Many people mention the Philips brand, will immediately think of electric toothbrushes, razors and other small household appliances, but few people will mention Philips air conditioning, Philips, which was established in 1891 in the European Netherlands century international brand, in fact, in recent years only launched air conditioning products, and with the repeated adjustment of the Philips brand strategy, Philips air conditioning is more like for the sake of having, before this Philips air conditioning by the United States air conditioning OEM and responsible for operation, the operating model is also similar to Xiaomi air conditioning, mainly through cost-effective products to obtain customers.
Although at present, we still do not know what kind of waves will collide between Philips air conditioning and the original executive team of Gree Electric Appliances. But what is certain is that with the change of Philips air conditioning management team and the construction of its own production and research base, its original operation mode is bound to change, which is to go down and fight with giants such as Gree and Midea.
So, the question now is, is there still a chance for Philips air conditioning? To answer this question, it is necessary to analyze the current situation of the domestic air conditioning market.
At present, the air conditioning industry has basically formed a solid pattern, Gree, Midea, Haier iron triangle has an absolute advantage, although the United States once replaced Gree as the air conditioning overlord, but the first echelon of the combination list in the next few years will not change.
It is worth noting that the oligopolistic air conditioning market, other brands are not without a way to live, including Oaks, Millet air conditioning and other second- and third-tier brands in recent years are also quite experienced, or with the help of the price war, or with the help of smart home trend, become the catfish that stirs the market. From this point of view, Philips air conditioning as long as you find the right way, it is not impossible to catch up later.
In this regard, Huang Hui, chairman of Philips Air Conditioning, said at the groundbreaking ceremony of the Chuzhou Production and Research Base in Anhui Province: "Today, here, we have witnessed the foundation laying of the Philips Air Conditioning Production and Research Base, and also pressed the acceleration button of Philips Air Conditioning together. In the future, Philips Air Conditioning will continue to innovate core technologies, create excellent products, and promote the development of healthy air conditioning. ”
As a global health technology company, Philips has always taken air health as the key direction of product research and development, and the layout of Philips in the field of air conditioning will also play a new sign of health air conditioning products, thus further extending the product layout in the field of health.
Through the interpretation of the concept of health through products, to meet the expectations of consumers for healthy air conditioning, Philips, who is obviously staring at the aura of the "European nobility" brand, is also well versed in the needs of users, and the fight of air conditioners is not only a contest of product strength, but also a competition for brand power.
It should be pointed out that with the development of the economy and consumption upgrades, the air conditioning industry is also accelerating the transformation of high-end, and health, intelligence and energy conservation have become a new trend in the development of the industry. In the post-epidemic era, users' health awareness has risen, and emerging products such as fresh air conditioning and formaldehyde removal of air conditioners have been continuously increased by air conditioning companies, and health has become the main driving force of the air conditioning industry.
In the field of consumer electronics, the more mature the industry, the more prominent the homogeneous characteristics of industrial competition, and the products on the market will become more and more similar. What we can foresee is that people without me, it is really not difficult to create market explosives; people have me, can not say what is different, product homogenization competition, if you do not fight the price, want to come to Philips can only drink some soup in the air-conditioning jianghu monopolized by the giants, which is obviously not in line with the expectations of the Philips brand.
The story behind the brand
Some industry insiders believe that the deep accumulation of Philips' century-old brand will provide natural soil for the growth of Philips air conditioning. But what everyone does not know is that the market competitiveness of Philips home appliance business is very general.
According to relevant data, the operating income of Philips home appliance business in the 2015-2019 fiscal year was 2.3 billion, 2.4 billion, 2.3 billion, 2.2 billion and 2.3 billion euros respectively; in addition, in the past 2019, Philips home appliance business accounted for 11.8% of Philips' total operating income.
The home appliance business could not make money, so Philips made a cut. On 25 March 2021, Royal Philips announced that it had signed an agreement to sell its home appliance business to the investment company Hillhouse Capital for a transaction value of approximately €3.7 billion, and that hillhouse Capital had acquired the brand name of the Philips brand and its specific household appliance products for an exclusive global brand licensing agreement with household appliances for 15 years, with an estimated net present value of approximately €700 million.
Huang Hui's team and Hillhouse Capital have put together multiple development elements such as Philips air conditioning management, capital, and brand, and probably only leave consumers with a century-old history of the Philips brand. On the Tmall e-commerce platform, domestic brands cover the top ten positions in the air conditioning hot list, and foreign brands do not have an advantage in the domestic air conditioning market.
Although Philips has positioned itself as a health leader, this does not prevent Philips product quality from turning over. According to reports, on November 27, 2018, Philips was fined 275,400.35 yuan by the Shanghai Jing'an District Market Supervision Bureau for quality problems, ordered to make corrections, and confiscated 82,270.7 yuan of illegal gains. On July 18, 2019, Philips was fined 200,000 yuan by the Shanghai Putuo District Market Supervision Bureau and ordered to stop the illegal acts because of Philips' false or misleading commercial publicity.
In addition, according to the news released on the official website of the Shanghai Municipal Bureau of Market Supervision on January 8, 2020, Philips (China) Investment Co., Ltd. recalled some of the new Avent digital video baby monitors. The defect of the recalled product is that in rare cases, the battery of the parent end device (display) will overheat after the power is turned on, and there is a safety hazard of ignition.
The brand reflects the commitment of the merchant to the consumer, but unfortunately, the Philips brand has betrayed the trust of the consumer. Brand high-rise buildings need a long time to accumulate, brand collapse may only take a moment, product quality problems spread, which undoubtedly consumes user recognition.
Philips power air conditioning camp, from the current situation, the executive team is its advantage, after all, these high-end is from Gree electric appliances left after turning to join the Philips air conditioning camp, but this does not mean that Philips air conditioning will be successful. In fact, the reason is also very clear, even if the rich second generation into the mall, do a good job is not only to fight for the network of people, but also must accept the test of business rules, whether the doctrine can stand firm, but also in the Philips air conditioning can adapt to this era of rapid change, if you just eat the old, play the sign of the century-old brand, it will certainly not be a thing.