"Don't talk about price as long as sales" -- it is difficult to imagine this sentence and on the side of the road "at the end of phlebotomy sale" cries no indistinguishable from Gree Electric appliances. In just the past two 11, Gree Electric appliances through the "bleeding" to defeat the opponent, but this still change predicament of "small market" can not "big air". As for Gree appliances, the depletion of "family property" elephant transformation still has a lot of uncertainty.
"Big bleeding" network war sniper opponent
In just the past, double 11, GREE air conditioning won grand slam. Lynx released data show that GREE air conditioning sales to break 2.5 yuan, accounting for 43.89% of total air conditioning, more than from second to fifth air conditioning brand sales in the air conditioning brand.
GREE's win, by the opponent who is more dare to bleeding". "Double 11" period, GREE lynx flagship store almost full range of air conditioning price 1000 yuan or more, part of the high-end air-conditioning price of about 2000 yuan. Driven by GREE, the United States, AUX and other brands have followed, a big fight price war.
In fact, not only in the electricity business platform, in the home appliance chain channels, GREE also hit the price war in the end. From September this year, GREE electric appliances in the country set off a factory direct sales activities. Like the city tour, in Wuhan, Changsha, Shijiazhuang and Wuhu and other places GREE factory, the factory direct sales activities.
And GREE "one" to carry out the factory direct sales of the United States, Changhong, AUX, Galanz and so on home appliances brand.
Dong Mingzhu's speech at the beginning of this year is determined: "this year, must be cleared." Until the rotten brand, fake and shoddy, shoddy work these brands all destroyed, we will stop our actions. "
In the "rotten brand" to live in peace and for many years after, Dong Mingzhu why wait until the last two years of the clearance operation? And since the beginning of 2012, Gree inverter air conditioner sales has been firmly occupy more than 50% of the national market share, why not wait "rotten brand" to fend for themselves? Behind this is perhaps the entire air-conditioning industry is facing the dilemma caused by, and Gree Electric appliances cannot stay out.
Big air conditioning small market dilemma
Industry online latest monitoring data show that in October the total household air conditioning production was 521.25 units, down 27.02%; total sales of 517.64 units, down 24.41%. Among them, the domestic shipments of 318.3 units, down 31.3%; exports 199.34 units, down 9.97%; inventory 641.69, down 7.28%. Despite the "eleven" golden week business promotion efforts are not reduced, but the end market is weak, to the stock is also very limited. Overseas markets, although the southern hemisphere summer is approaching, but also due to Japan, South America and other countries with poor economic situation, the export market is not obvious signs of recovery.
According to the data statistics, October home air conditioner sales to 5 years (since 2010) a record low, the scale of production and sales dropped to about 5000000 units. In addition, according to the company's November production situation, although there are individual enterprises to adjust to improve the output, but the domestic market is still bleak, the industry's overall decline in 30% or so. Among them, the largest decline in first-line brand.
It is worth mentioning that, GREE is the largest domestic and export sales, and therefore is the largest domestic and international market demand fell after the largest pressure business. This has been shown in the three quarterly GREE electronics, GREE electric appliances in the first 3 quarters of revenue of 815.23 yuan, down 17.16%; net profit of 99.53 yuan, an increase of 1.27%. Similar to GREE, the United States, Qingdao Haier and other companies also appear sluggish performance and even the situation of the landslide.
And according to industry analysts, because last year and this year for two consecutive "cool summer". The inventory of air-conditioning business continues to rise, at least about at around 40 million units, which leading industries accounted for the bulk of inventory. High inventory, as well as the domestic and foreign two market demand, the leading enterprise is bound to take the inventory strategy.
To GREE, GREE 2014 annual revenue of 1400 yuan, plans to achieve revenue target of about 2000 yuan in 2018, so its revenue this year, at least flat or higher than in 2014. But according to the performance of the first 3 quarters of GREE, the annual revenue fell by a foregone conclusion.
Try product diversification
Gree can Zhenru Dong Mingzhu said beat rivals and finally a winner take all, become unmatched in the industry "elephant", have yet to be the test of time. At the same time, GREE is also in the air conditioning industry to seek the overall transformation, this action may be more than the price war, grab market impact.
Just like GREE GREE mall and lynx and other online channels like cooperation, GREE channel control and change has been sustained. GREE's more than 3 stores across the country are being changed into a network, each store will be from the sales, logistics and service center to extend the user experience and digest online order function.
According to GREE's vision, GREE mall and store each for the introduction of traffic, the formation of online and offline sales, consumers can shop in the store, in the online orders and will be the nearest product distribution and services. Such a design, but also requires GREE mall will not only sell such a single product. At present, the Gree mall has covered its air conditioners, air to water heater, Jing Hong refrigerator, TOSOT electric kettle, air purifier, dehumidifier, electric pressure cooker, rice cookers and dryers and other series products.
In addition to channel changes, GREE's product diversification is speed. The most cited concern is GREE mobile phones, since March this year, GREE made mobile phone rumors have been confirmed, GREE mobile phone has been hot words. November 17, online to expose the second generation Gree phone, only from the product function configuration is concerned, the product highlights the lack of even behind.
Compared to GREE's mobile phone is not what is interesting is that GREE invested heavily in automation equipment. GREE from the end of 2012 to start the layout of automation equipment R & D and manufacturing. GREE announced that the company has mastered the core technology of industrial automation, the company has independently developed nearly 100 kinds of products, covering industrial robots, plastic injection molding machine, sheet metal machinery, automatic logistics warehousing equipment, two pipe equipment, such as a total of more than 10 parts. Recently, GREE's foreign production of the company's automated robot this year is expected to sales of 5 yuan, 2.53 yuan last year, nearly double the sales. In addition, GREE also produced more than 1200 sets of CNC servo manipulator, all cast in the GREE's own manufacturing plant.
In addition, GREE is also involved in smart home, some products have been published.
In the lateral to do addition, after entering a number of industries, has been to the professional and famous GREE suffered external challenge. Outside Gree development Jing Hong refrigerator, small household electrical appliances revenue is not ideal for evidence that Gree blind diversification, and no tricks. In addition, GREE for automation equipment, mobile phones, smart home and other products, a short time to see results.
Analysts that diversification, intelligent strategy is depleted gree of family property, and there is no point in full swing and did not understand the proper use of addition and subtraction, Gree's dominance will be difficult to sustain.
In fact, GREE also made a new attempt in financial investment. GREE not only started the futures trading, but also to expand investment in financial products. In the first 3 quarters of this year, GREE investment in financial products from 5.58 to 13.87 yuan. In many listing Corporation to invest in financial management as a way to improve the financial situation of the moment, GREE's approach is conservative, but this is also reflected from a side, GREE has a lot of money do not know where to invest, or more willing to invest money in the capital market.
