Gree has been stagnant for five consecutive years! Dong Mingzhu criticized Meng Yutong again, and just wanted to use the Gree platform as an Internet celebrity

A month ago, Gree's vice president Wang Ziru caused an uproar in an interview:

"Even if I don't do anything every day, I just watch how she has meetings and listen to what she says and does every day, I think it's a very happy thing. ”

Regarding the host's question about "Some Internet celebrities have left, but you are still here", Dong Mingzhu also gave a positive response:

"They're not at all on the same starting line, you can't equate them. One is that he has just come out of school and knows nothing at all, and the other is that he has experienced the tempering of the market and has been honed for so many years, and his understanding of life is not at the same level. ”

Just when everyone thought that the heat of this matter was gradually fading, recently, at Gree's 2023 college student induction ceremony, Dong Mingzhu's speech made Gree Electric Appliances fall into the whirlpool of public opinion:

"When I saw Meng Yutong's diligence in the Xi program, I chose her to be my secretary and hoped that she could grow up quickly. But she is unsatisfactory at work, she can't even write an article, and she just wants to use the Gree platform to be an Internet celebrity. ”

As soon as these words came out, Meng Yutong, who had already left his job, was brought back into the public eye!

To be honest, what surprised me the most about this incident was that the president of a company openly criticized an employee who had already left the company, why did you want to recruit someone if it was not good?

However, today let's talk about the company Gree Electric.

From 2019 to 2020, the operating income of Gree Electric Appliances was 200.5 billion yuan, 170.5 billion yuan, 189.7 billion yuan and 190.2 billion yuan respectively, and in the first three quarters of this year, this figure was 155.8 billion yuan.

In other words, Gree Electric has been stagnant for 5 consecutive years!

Take, for example, the air conditioning business.

In 2019, the revenue of Gree's air conditioning business was 138.7 billion yuan, accounting for 70% of the operating income, and in 2022, this figure is 134.9 billion yuan, accounting for 71.4% of the operating income.

What does that mean?

First, in the past five years, Gree's air conditioning business has not only not grown but even declined slightly, and second, from the perspective of revenue proportion, in the past five years, Gree's transformation has not made progress, and it can only rely heavily on the air conditioning business.

To put it bluntly, the past five years have been five lost years for Gree!

Compare yourself to your peers.

In 2019, Midea Group's non-net profit was less than that of Gree Electric Appliances, the former was 22.7 billion yuan, and the latter was 24.7 billion yuan, but by 2022, Midea Group's non-net profit was 28.6 billion yuan, while Gree stood still or even declined slightly. In the first three quarters of this year, Gree Electric Appliances deducted non-net profit of 3.49% year-on-year, while Midea Group was 11.53%!

In addition, Gree Electric also has a problem, that is, it did not seize the opportunity of live broadcasting, and got up early in the morning to catch a late set.

Since 2020, Gree Electric has taken the lead in the industry to start live broadcasting, and Dong Mingzhu has personally appeared on the field, creating a sales record of more than 10 billion yuan in a single game. Later, Wang Ziru and Meng Yutong joined Gree Electric Appliances successively, the former was responsible for channel reform, and the latter was cultivated as a "successor", successively opened a number of live broadcast accounts, and brought goods through live broadcasts.

As for why so much attention is paid to the live streaming model, the reason is actually very simple, that is, because Gree's development has entered a bottleneck period, and it is necessary to let consumers understand Gree's life home appliance business through live streaming and drive the company's transformation.

Unfortunately, judging from the results, Gree's live broadcast is not successful, and even the sense of existence is not strong, and the household appliances business has not become the second growth point!

Therefore, this has to mention a few questions from everyone:

As the person in charge of channel reform, what role and role did it play? The public opinion turmoil is so big, has it not had a negative impact on the Gree brand, and why is it still on the job?

To be honest, today's Gree Electric is still a good company, but it is more of a stick to the old and always standing still, so what about the next five years?