Dong Mingzhu jump: mobile phone, dinner, electric car

Dong Mingzhu, who was just on the March 8th, has been online. The current highest number of hits is a voice message that Dong Jie gave to her fans. There are 30,000 listeners and more than 2,000 people like it. It can be seen that Dong Mingzhu is the one who understands Internet thinking best.

Since the media is only one of the "two sessions" of Dong Mingzhu. In such occasions, others can only ride the "two sessions," but she has turned Beijing into her own home. There was a good talk with Lei Jun at the conference venue. Under the venue's shelling of the opponent's beauty, the mobile phone boot screen had been forgotten. She also sent Daisong Rice cooker to try 100 people. You all said that the air-conditioning inventory was high and could not be sold, but Gree quietly sold new energy vehicles.

The air-conditioning industry declined sharply in 2015, with sales falling in double digits throughout the year. Although Gree firmly occupies the position of market leader, sales are also affected by the lack of demand. Gree’s financial report for the third quarter of 2015 showed that the operating income for the quarter was 31.412 billion yuan, a year-on-year decrease of 22.52%. In the first three quarters, the operating income totaled 81.523 billion yuan, a year-on-year decrease of 17.16%. The negative growth for the whole year is highly likely.

According to Zhong Yikang, the air-conditioning industry has more than 40 million sets of inventories. However, in 2015, the sales volume was only 41 million units, which means that it was enough to sell in 2016 without starting work. Including Gree, all air-conditioning companies are cutting production, the United States in December almost no new library, forced to clear the inventory channels, showing that the pressure on the large inventory.

In the face of the pressure brought about by the harsh market environment, what will Dong Mingzhu do and what does this mean for Gree?

Gree is the only company in China's home appliance industry that achieves 100 billion yuan by a single category. In 2014, it achieved a revenue of 140 billion yuan, second only to Haier and Midea. In 2013, Dong Mingzhu proposed the goal of increasing 20 billion yuan annually. Since then, for two consecutive years, Gree’s sales growth has been firmly locked in 20 billion yuan annually. In 2012, Gree’s revenue was 100.11 billion yuan, and the 2013 revenue was 12.041 billion yuan. Revenue of 14.005 billion yuan, almost to complete the task on the decimal point. With such a precise growth rhythm, he had to admire Dong Mingzhu’s ability to control the channel.

Gree’s annual growth of RMB 20 billion drastically overruns market demand. In 2015, the pressure on the air-conditioning industry inventories finally broke out collectively. Dealers were overwhelmingly pressured by the pressure of goods. The strong forces like Dong Mingzhu also had to abandon the 20 billion growth target. At the same time, Gree began to turn to diversification. Dong Mingzhu personally provided a platform for Jing Hong refrigerators. In order to promote Dasong Rice cookers, she ordered more than 100 consumers to enjoy rice in Beijing. Dong Mingzhu will be the Gree Xiaojia Power Station, which was unthinkable in the past.

Once the air-conditioning engine stalls, how does Gree keep growing? This is Dong Mingzhu's biggest problem.

Annual growth of 20 billion yuan Dong Mingzhu no longer mentioned, Gree began to move closer to a diversified line.

In fact, Gree's diversification is definitely the right choice. In the early years, Gree could expand its category so that when the air-conditioning market turns cold, it will not be so passive. Looking at the world, from Whirlpool, Electrolux to Siemens, Samsung, Sony, all home appliance companies have embarked on a diversified road, and no one company is still adhering to specialization. On the basis of specialization, after a category has been led by technical strength, it will inevitably extend to other categories and acquire and merge into new industries.