The world's air conditioners, I am the second, no one dares to call the first!
At the 2016 Annual General Meeting of Shareholders, Dong Mingzhu, as the top manager of Gree Enterprise, said that the status of the boss of Gree air conditioning will not be shaken within ten years.
But now it seems that ten years have not yet arrived, she seems to be about to be slapped in the face, and the domestic "dark horse" suddenly rose to surpass Gree, and even set an average daily income of one billion.
Which company is so capable that it can defeat Gree, who has been the boss for 24 years?
1. Monopolizing the leader for 24 consecutive years
Speaking of Gree, we must mention Dong Mingzhu, it can be said that without her, there would be no Gree today, and she relied on her own strength to turn the tide and push Gree, who was once on the verge of extinction, to the top.
Dong Mingzhu, who was 36 years old that year, decided to "go to the sea" to work hard after losing her husband and having to take care of her son, so that she had the opportunity to enter Haili Air Conditioning Factory as a salesman.
It is also this opportunity that has made her and today's Gree air conditioner, even if she has no concept of sales at all, but she is not afraid and faces it positively.
In this way, it has only been two years, and with the 50 million sales she has negotiated, the factory has turned the situation around, and she has become a veritable "sales queen".
In order to play the Gree brand, in the face of everyone's practice of reducing the price of Poly, she did not follow the crowd, but opened up a new road, that is, "profit distributor", this battle can be described as turning over the serf to sing, Dong Mingzhu bet right.
Gree has changed from a net worth of 400 million to 2.8 billion, the company's team has grown from 23 to thousands, and Dong Mingzhu has also successfully sat on the throne of Chairman Gree.
In order to poach Dong Mingzhu's talent, Carrier Group did not hesitate to buy Gree in full, and also offered her a salary eight times higher than usual.
If it were someone else, he would definitely agree to this good thing, but Dong Mingzhu is a stubborn person, and he is bound to make Gree bigger and better.
However, the hearts of the major shareholders of the company were shaken, and they all felt that selling the company to the United States was the best way out, but Dong Mingzhu didn't think so, and in order to keep Gree, she ran to the provincial government for help.
Facts have also proved that she did not disappoint the government, under her leadership, from the verge of bankruptcy to an annual income of millions, and then to a market value of billions, Gree has successfully become a leading enterprise in the domestic air-conditioning industry.
Seeing that Gree was full of wings step by step, and even occupied the leading position for several years in a row, Dong Mingzhu also confidently put down his cruel words, saying that no one would replace the position of Gree's boss in the next ten years.
But the world is unpredictable, no one will always be the first, and no one will never want to be the first, and the company that shakes Gree's position has emerged......
Second, be surpassed by peers
The three giants of air conditioning, Gree, Midea, and Haier, but in recent years, Haier does not seem to have any new situation, on the contrary, Midea is like a dark horse suddenly awakening, competing with Gree for the industry leader.
Presumably many people will wonder why the beauty that has been tepid suddenly rose, thanks to the big man behind him, He Xiangjian, who has long seen the potential of the online market and started to lay out.
When you mention Gree, what you think of is nothing more than air conditioning, because Gree's air conditioning is the best, but if you mention the United States, what will you think of, it will be a variety of smart homes.
Some people may say that Midea does not make air conditioners as fine as Gree, but I also have to say that Midea can be called "rain and dew are evenly wet", not only the goods are dazzling, but even the sales have not fallen.
In 2022 alone, 25.63 million units will be sold, making the total revenue of the following year reach 373.7 billion yuan, and then look at Gree, the total revenue of the same year will be 205 billion, which is slightly lower than that of Midea.
I thought it would be the climax of the year, but I didn't expect to look at the revenue in the first quarter of this year, only to know that this was just the beginning of Midea's electrical appliances to seize the lead.
According to the revenue data for the first quarter of 2024 released by Midea Group, it is 10.22% higher than usual, and the company's revenue is 161.02 billion yuan, that is, on average, it will receive about 1.1 billion yuan every day.
On the other hand, Gree's revenue in the first quarter of 2024 has grown relatively steadily compared with usual, but it has only reached 365.96 yuan, and it is obvious that Midea Electric is better.
According to this trend, Midea defeats Gree to occupy the leading position, but more people are curious about why the rise of Midea has no warning in advance, what is the reason?
3. Who is the king of air conditioning?
You must know that compared with Gree, Midea's online sales channels are earlier, and it has also opened overseas markets, especially for young people, and it is simply icing on the cake to be able to come to their homes and install their products without leaving home in this era.
Take 2022 as an example, Midea's online orders account for 37.99%, while Gree is only 25.05%, although the numbers are not much different, but when converted into sales, it is very bad.
It is worth mentioning that although Midea has been tepid over the years, it has not chosen to fight a price war, and this time the sudden counterattack, his price is still civilian, perhaps this is also the existence of Midea that can persist and complete the counterattack.
When Gree saw through the business opportunity and tried to open up online sales, Midea had gathered some consumer groups in this regard, whether it was the post-70s or post-80s, or today's young people, it was not easy for Gree to replace the position in their hearts.
Under such circumstances, Dong Mingzhu had to show up in person to bring goods in the live broadcast room, trying to rely on his sincerity and influence to gain more appreciation from consumer groups.
Some people may say that she is also over 70 years old this year, is it possible to fight so hard and be afraid of beauty in her heart? In fact, although Gree and Midea are competitors on the surface, Dong Mingzhu, as the chairman of Gree, has never regarded Midea as an opponent.
She just values Gree too much, she just wants Gree to continue to carry forward, which can be seen from 2018, she once said at the shareholders' meeting that she would not talk about the issue of change in the next five years, she does not want to retire and wants to work hard in the workplace.
Now Gree is obviously still some distance from the first in the country and even the first in the world, and she will not choose to retire at this time, maybe one day in the future, Gree and Midea really have a showdown, let us wait and see.
The author thinks
Regardless of whether the first thing in the future is the United States or Gree, the enterprise that sincerely serves the people is a good enterprise, and I hope that their future competition will be benign, and we must not forget the original intention, all on the premise of the people's life experience.
Resources:
Global Network 2017-05-19
Dong Mingzhu: Gree Air Conditioner's status as the boss in the next 10 years will not be shaken
Sina Finance2024-04-30
Last year's revenue reached 373.7 billion, and Midea Group's second submission hit the Hong Kong stock IPO
Oriental Fortune Network2024-04-30
The best performance in the 33 years since its establishment Gree Electric Appliances will have a total operating income of 205.018 billion yuan in 2023