Gree is not old, Dong Mingzhu is old

In mid-January, Beijing was approaching the depths of winter.

A Gree store located outside the Third Ring Road is a little withered, Shen Wenqiu came with curiosity to inquire about the supply of rose air conditioners, she wanted to choose an air conditioner for her newlywed daughter, the salesman said in a lost tone, "There are only a few online, we don't have them here." ”

Recently, Dong Mingzhu personally participated in the design of the rose air conditioner on the hot search with earthy taste and sky-high price, and was complained by young people that it was "expensive and ugly".

This is not the first time she has had a value conflict with young people, a few years ago, she complained that her former secretary Meng Yutong couldn't write articles, and used Gree's platform to be an Internet celebrity, and her remarks about only making money had just gone off the hot search. At a time when young people are having difficulty finding employment, the idea of "taking less money to see dreams" is not bought.

Negative topics have fermented repeatedly, but in Dong Mingzhu's view, these are just "storms in a teacup".

When the conflict of values between the old and new times becomes more and more intense, this stubborn topic queen still goes her own way, senseless and fearless. But the wind and rain in the outside world are actually more violent, and the ace Gree Electric in her hand seems to have entered a dark moment.

01 The queen of news, the iron and blood are still there

Since becoming Gree's No. 1 position in 2012, Dong Mingzhu is Gree's best spokesperson.

Under her helm, you can see the combination of blood and controversy. replaced the veteran spokesperson Jackie Chan and went into battle by himself, bet 1 billion with Lei Jun, used a selfie as the boot screen of Gree's mobile phone, and promised that the group employees would have one suite for each person, and they would train Meng Yutong to become "the next Dong Mingzhu...... Her image of a straightforward, tough, and resolute female entrepreneur is deeply rooted in the hearts of the people.

There is never a shortage of topics and investor supporters, largely because Dong Mingzhu did have a good record at that time.

In the early stage of joining Gree, Dong Mingzhu was an out-and-out iron-blooded champion, with no high education, no complicated family background, and no opportunities such as Ma Yun, Liu Qiangdong and others who had stood on the cusp, her success was the result of personal struggle and tempering, and almost represented the ceiling of ordinary people's career development.

At that time, Dong Mingzhu was still a high-level model for migrant workers, and she was also "her own person" in the eyes of most viewers, and she also claimed that she was "an ordinary air conditioner seller".

Her subordinates commented that she understands the market very well and knows how to judge the situation. Unlike theorists on paper, Dong Mingzhu is a practical person, she will not apply Sun Tzu's Art of War, all decision-making and management methods come from the market experience day after day, and the thinking precipitated in the process is finally internalized into business intuition.

Dong Mingzhu likes to read books about struggle, and she has tried her best to "just" many reform nodes in the history of Gree Electric Appliances. When there was a problem with the channel backwater, she kept the dealer representative and set up a new dealer team; when focusing on the quality of the group, Fang Xiangjian, who often offended people because of this, was also promoted by Dong Mingzhu and became a senior executive; whenever Gree Electric was approached by the army, Dong Mingzhu's sentence "The sky fell, first of all, I will stand up" is the best footnote to stabilize the army's heart.

Looking at every march in Gree's history, you will find that Dong Mingzhu's business thinking is constantly changing, and many entrepreneurs are used to sleeping on the credit books of the past, but she never sticks to empiricism. If it weren't for the recent news, it can be said that she has never been out of step with the times and has never made fatal mistakes.

After trading Gree, Miss Dong said that she would create another Gree in five years, and she did not break her promise. It took six years for Gree to double its revenue, and 2018 was a milestone, with its revenue reaching nearly 200 billion for the first time and its net profit tripling. Until now, Gree's annual income has stabilized at more than 200 billion yuan, and after fighting for half a lifetime, Dong Mingzhu, who is nearly 70 years old, has considered the issue of successor.

Meng Yutong was appreciated by Dong Mingzhu in a workplace variety show, "she was the only one out of nine people". mentioned the reason why he liked this 98-year-old girl, because Meng Yutong made it clear that he didn't care about the salary, as long as the monthly salary reached 4,500 yuan, he was satisfied, and he cared more about personal growth. ”

The two did have a honeymoon period. Dong Mingzhu tried his best to cultivate her, let Meng Yutong be his secretary, attend with him on large and small occasions, and even rumored that Meng Yutong was her successor and would be the "second Dong Mingzhu" in the future.

Since 2020, the trend of live streaming has begun, and Miss Dong has not been left behind by the times, in addition to going into the live broadcast room in person, she hopes that Meng Yutong can take on the burden of the live broadcast business. In addition to doing a good job as a secretary, Meng Yutong opened a live broadcast of the "Pearl Yutong Select Store" on Douyin to sell small household appliances.

Unfortunately, Gree's consumers are reluctant to pay for Meng Yutong, and in half a year, the total sales of Mingzhu Yutong's selected live broadcast room did not exceed 4 million yuan, which is less than the one-minute data of Dong Mingzhu's live broadcast. For Gree's large plate of hundreds of billions of revenue, it is like a needle sinking into the sea.

Sales were sluggish, Meng Yutong naturally fell out of favor, and the anchor identity was quickly replaced by Wang Ziru, the original self-media person who joined Gree.

Later, Meng Yutong's resignation was not surprising, but Miss Dong's repeated beatings in the following public lectures completely broke the peace of the pair of masters and apprentices.

Five months after Meng Yutong's resignation, Dong Mingzhu said in a high-profile interview, "Internet celebrities don't look at the quality of Internet celebrities, and advertising outside in Gree is not compliant." Talent training is a joke, whether the person I fancy is a talent or not is determined by his own behavior, and choosing the wrong talent is the biggest problem. ”

From sarcasm to ridicule, from successor to negative example, Miss Dong's words are obviously full of emotion, and the precepts that used to point directly at young people have also been turned out: "It is recommended to legislate to charge training fees for employees' job-hopping", "Just thinking about making more money is no different from the walking dead", "Money should not be the dream of college students, money is the result of struggle", she recognized every word, but it almost caused public anger and completely pushed her to the opposite side of the worker.

Some people say, "Miss Dong, what age is it, and you still paint cakes?", "I came out to work, isn't it just for money?" No matter how Gree explained the response, the clash of values was inevitable, and the scene was ugly for a while.

But Dong Mingzhu never thought that she was wrong, on the contrary, she still felt that she would not look at the wrong person, the wrong company, and the wrong era.

02 The fog of diversity

"The stock price of other people's chips has risen, because it is just talking, and Dong Mingzhu's stock price has fallen when making chips, and that is because she really does it. ”

Looking back at the new industries that Gree Electric has tossed, most of them are anticlimactic and have not made a splash, which seems to be ridiculed by netizens, but I didn't expect it to become a prophecy.

The latest acquisition has caused a loss of real money to shareholders, which has made Dong Mingzhu much criticized.

On December 20 last year, Gree announced that it would increase its holdings in its holding subsidiary, Gree Titanium New Energy Co., Ltd., which fell by more than 7% in the capital market on the same day, erasing the year's gains.

The predecessor of Gree Titanium is Zhuhai Yinlong, and its main business is lithium titanate batteries, which can be used in new energy vehicles. In 2016, when Dong Mingzhu tried to acquire Yinlong, he once called it "gold buried in the sand", which was an important way for Gree to achieve the next 100 billion revenue.

The acquisition process did not go smoothly. Whether it is to completely win Yinlong with 13 billion yuan, but give up after being strongly opposed by the "ministers", or "save the game" Wang Jianlin, Liu Qiangdong and other bigwigs to obtain 22.39% of Yinlong's equity with 3 billion yuan, this five-year story has become more and more absurd with the Yinlong thunderstorm, the financial situation is beyond its means, arrears of supplier payments, factory shutdown, suspension of listing, Yinlong is almost devastated.

Compared with the value of lithium titanate batteries, which has not been confirmed to the outside world, the focus of testing the patience of shareholders is that the snowball of Yinlong's debt is getting bigger and bigger. Public data shows that at the end of 2020, Yinlong's asset-liability ratio exceeded 78%, and even Dong Mingzhu had to admit that "I didn't know how big Yinlong's hole was until later".

But as stubborn as Dong Mingzhu, even though Greti has initially shown twilight, she still starts blindfolded. In August 2021, Gree Electric Appliances won 30.47% of Yinlong's equity at a total price of 1.828 billion yuan by participating in judicial auction public bidding, and Yinlong became a holding subsidiary of Gree Electric Appliances and officially changed its name to Gree Titanium.

In their opinion, Greti's successive losses are no longer high-quality assets, and they have voted with their feet. Now, the value of 100% of Greti's equity is 4.138 billion yuan, which has fallen 69.1% from the peak of about 13.4 billion yuan of valuation seven years ago.

Gree Electric also revealed in the announcement that in the next 12 months, Gree Electric will choose the opportunity to carry out the company's agreement to transfer the remaining 27.53% of Gree Titanium's shares, and fully recruit it in the future. Affected by this news, the market value of Gree Electric Evaporated 13.2 billion yuan on the same day, and the total market value as of the date of publication was 187.526 billion yuan, only half of the 372.304 billion yuan market value of the old rival Midea Group.

Now, giants such as Wanda and Jingdong began to admit losses and leave the market, only Dong Mingzhu is still insisting, she hopes that everyone will give Gree titanium some more time, "There is a process of filling the pit, but I think new energy is the future and the world a starting line of the industry, but also China's largest manufacturing industry transformation is a great opportunity." So I'm going to vote, I'm going to bet. ”

03 Gree, it's time for a change

Miss Dong's persistence may be due to the fact that Gree in her hand began to have no cards to play.

The consensus in the industry is that China's home appliance market has entered a relatively fierce stage of stock competition, the market is extremely saturated, and there is serious overcapacity, especially in the air conditioning industry, and the growth is approaching the ceiling.

Taking the first half of 2023 as an example, Midea's air conditioning business revenue accounted for only 32.77%, and the revenue of non-home appliance business accounted for more than 30%, while Gree's air conditioning business revenue accounted for 70.54%, and other businesses have not yet taken shape.

The more bloody reality is that Gree, the elephant, has a hard time dancing and doesn't have an easy life.

In 2019, Gree's revenue grew by only 0.02% year-on-year, far from the previous year's growth rate of 33.61%, and in 2020, Gree's revenue decreased by 14.97% year-on-year to 168.199 billion yuan. In the past two years, Gree has only held on to the basic plate.

Dong Mingzhu knows very well that at present, Gree Electric must strive to diversify its income to ensure that it has more advantages in market competition, otherwise Gree's next 100 billion can only be empty talk. For this reason, she has been planning for a long time.

When the mobile phone industry broke out, Gree expected to build high-rise buildings on the ground, set up a mobile phone team on a large scale, and poached people from Lenovo, Coolpad, and Gionee. At the beginning of 2015, Dong Mingzhu threatened: "I want to make a mobile phone, it is a matter of minutes, it is too easy, and it will definitely surpass Xiaomi." A few months later, Gree's first generation of mobile phones came out.

But she underestimated the involution of the mobile phone market, looking at the history of Chinese smartphones, people who can survive usually have accurate time points and excellent product ideas, and Gree mobile phones do not have these two points. As a mobile phone industry analyst said, Gree mobile phones entered the market late, and the product power is not enough to play.

Since its inception for 8 years, relevant sales data has never been disclosed, and since 2022, in the financial report of Gree Electric Appliances, the mobile phone business has become more difficult to find, which has shown from the side that the performance of the business is not impressive.

In May 2023, the Gree mobile phone team was revealed to be disbanded, the official website of the mobile phone was offline, the official public account was suspended, and in November 2021, after the sixth-generation new Gree machine TOSOT G7 came out, there has been no new work released for two years, leaving a lot of chicken feathers.

From mobile phones to prefabricated dishes, to chips and automobiles, Dong Mingzhu's successive ventures, and the flowers gradually became charming, which made Gree completely fall into the fog of diversified growth, and never ran out of the second leading industry like air conditioning.

This is also very easy to understand Dong Mingzhu's dedication to Greti, ant soldiers, always have to correct one, and new energy and energy storage are the most investment hotspots at present, containing infinite tension. Dong Mingzhu repeated in many interviews, "The new energy sector represents the future of Gree Electric. ”

In her expectation, through the development of energy storage technology, Gree's air conditioners, motors, and automobiles will increase application channels and extend the thickness of Gree's industrial chain. Under her imagination, "everyone sat in the car made by Gree, held Gree's mobile phone, controlled the temperature of the air conditioner at home, and enjoyed the delicious food brought by Gree." ”

Now, looking back at the picture outlined by Dong Mingzhu, it is even more embarrassing. In the six years of betting on Gretitanium, if not a complete failure, it is far from a success.

In the Fortune Global 500 released in August last year, Gree failed to make the list. In the face of questions from the media, Miss Dong said that she was not sad at all, "It's still the same sentence, I know best how my body is." Although Gree has grown slowly in the past two years, it is still a very good enterprise and a company with steady development. ”

Indeed, according to Gree Electric's latest annual performance forecast, it is expected to achieve revenue of 205-210 billion yuan in 2023.

The only problem is that Dong Mingzhu, the iconic symbol of female entrepreneurs, has slowly changed from a complete compliment to a slightly derogatory connotation, and young people are afraid of her harsh criticism, and they can't get used to her mother's full taste, and then they don't recognize the products she leads, because the times are changing, and the excellent qualities that an outdated rich man cares about, as well as the design of supervision, are the last of the strong crossbows in the current young world.

Although there is no distinction between right and wrong, such a general value conflict is likely to become a lingering thorn in Gree's heart when the old and new worlds are replaced.

Seeing Shen Wenqiu's eyes disappointed, the salesman of the Gree store opened the window of "Gree Pearl Selection" in Douyin to see if he could place an order online for her. Among them, the price of hanging rose air conditioner is 13,529 yuan, and the number of sold is 1; cabinet rose air conditioner, the price of two and three inverters is 27,999 yuan and 29,999 yuan respectively, and the number sold is 4. This "love" designed by Dong Mingzhu himself does not seem to have reached the hearts of users.

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