This phenomenon is inevitable and predictable.

To tell the truth, as early as a few years ago, I said that Gree would have no future in Dong Mingzhu's hands. Because we overemphasize personal power, don't trust others, don't give others moderate power, and don't seriously train successors, then Gree will go downhill. And the beauty of competition will get better and better.

The fact is, obviously he is over 60 years old, and his energy and ability are not enough, but what about his successor? It is always believed that the successor does not meet his own requirements, and once the successor is about to take shape, it will be suppressed, so that in recent years, executives who thought they would take over have left Gree, Gree's enterprise development environment, especially the employment environment.

What's more, Dong Mingzhu, with a delusional thinking, is always determined to do everything and compare with everything. As a result, he accomplished nothing. On the contrary, let the main business slowly decline. In the long run, Gree will really become a problem, and it is really possible to bring Gree down during Dong Mingzhu's term of office.

I don't know if the king of air conditioning is true or not, but one thing is crucial.

There is a folk saying that parents are lazy and children are generally diligent. A unit, the leader is in charge of everything, seemingly authoritative, but as soon as he left, the unit quickly went downhill.

Ms Dong Mingzhu is a lady whom I respect very much. She is capable, passionate, capable, innovative and caring for employees. She led Gree from a low price to the success of a national enterprise, and it was her great spirit of national rejuvenation that made me think. Today, out of respect for Ms. Dong Mingzhu, I would like to share some thoughts. If there is anything wrong, please forgive my friends who care about Ms. Dong.

A great enterprise must have a great soul, and Ms. Dong is the soul of Gree. Whether an enterprise can move forward along the right path requires a strong follow-up force and innovation. Great spirit can last forever, but with the change of the world and opponents, there will be new tests, so it is very important to cultivate people. History has proved countless times that the real crisis is that enterprises have no talents. It is suggested that Ms. Dong keep an eye on the direction.

Some empty ideas, please forgive those who like Ms. Dong. I hope Gree will be more brilliant and all enterprises in China will be stronger.

Gree should not only be the first in China, but also become the first air-conditioning brand in the world.

This is Dong Mingzhu's rhetoric in public for many times, and he is still full of domineering. However, Gree's status as "the king of domestic air conditioners" has changed hands.

When it comes to domestic air conditioners, the brands that everyone can think of for the first time are Gree, Midea, Haier, and Xiaomi, which has only sprung up in the last two years.

For a long time, Gree has occupied a dominant position in sales volume, revenue and profit for many years, which is also the reason why Mr. Dong has the confidence to shout out "to be the first brand of air conditioners in the world". Indeed, if China, the second largest consumer market in the world, is favored and recognized by consumers, it will not do too badly in the world.

However, after 202 1 year, Mr. Dong must think twice if he wants to shout the slogan "China first, the world first". Because judging from Gree's latest financial report, the king status of domestic air conditioners has changed hands, and it is beautiful to replace Gree.

Comparing the financial reports of the two giants, it is not difficult to find that in the past year, Gree air conditioners sold less than 8 million units in the United States;

In terms of revenue, Midea Air Conditioning121500 million yuan, Gree Air Conditioning1178.82 million yuan, and Gree was 3.333 billion yuan behind.

Some people may say, "I use Gree, and there are many Gree around me." Why can't sales be compared with beauty?

It's actually quite simple. In overseas markets, China and the United States gradually began to replace Gree as the industry leader, and Gree's performance in overseas markets was not satisfactory:

In the past year, Midea sold 25.63 million units in the domestic market and 224 1 10,000 units in overseas markets, accounting for 46.6%, which is very important.

On the other hand, Gree sold 29.63 million units in the domestic market, 4 million more than in the United States, but only 6.5438+0068 million units in overseas markets, less than half of that in the United States.

So in a strict sense, Gree is still the first in the domestic market, but both companies are aiming at the world. As two international sales companies, I'm afraid no one wants to focus on China. So from a global perspective, Gree lost.

What is the reason why Gree air-conditioning sales are surpassed by Midea? Let's talk about some conjectures of Lao Liu: Lao Liu thinks that Gree's loss to the United States has both strategic "initiative to give up" and "helplessness".

First, Gree's "other business" is outstanding, and air conditioning is a strategic abandonment?

Gree has a long history. Founded in 1984, formerly known as Zhuhai Special Economic Zone Industrial Development Corporation. In the 1980s, we mainly produced watchcases and plastic products. It was not until 199 1 that the air-conditioning factory and the plastic company merged. Since then, the production and sales of air conditioners have become its main business.

However, Gree's main business is not static. Judging from the financial reports from 20 16 to 20 19, the fastest growing sector of Gree is the "other business" sector. In the past four years, the income of "other business" was 9.5 billion, 1, 6 1, 000,27.5 billion, 41.300 million respectively, which increased more than four times in the past four years and showed an increasing trend year by year. On the other hand, the proportion of Gree's manufacturing revenue in total revenue has dropped from 95% to 80%, which shows that the speed of Gree's promotion to non-manufacturing industry has accelerated.

Then, while "other businesses" are on the rise, Gree is bound to give up some traditional businesses, just like the transformation from the production of watchcases and plastic products to air conditioners. Presumably Gree is now in a big layout. For example, it has entered the mobile phone manufacturing industry in recent years and engaged in automobile manufacturing in the past two years.

Second, it is related to Dong Mingzhu's personal management style;

Dong Mingzhu is strong, as everyone outside the industry knows. You can scold and cry a 30-year-old male supervisor, and employees are afraid to look at her positively. Just think about how strong it is.

It is not a bad thing for top managers to be strong, but it is not good to be too strong. We can understand that the top managers are like the parents of a family, the middle and grass-roots employees below are like children, and the company performance is like the children's academic performance. When the parents' management is strict and powerful, the children's behavior is well restrained, and the results will naturally not be bad; But when parents are distracted by other things or can't keep up with their energy, children's self-management ability will be much worse than other children's, and their grades will also decline.

In the same way, Gree has been seeking multi-sectoral development in the past two years. Its products include traditional air conditioners and small household appliances, as well as newly launched smart phones, intelligent robots and new energy vehicles. The addition of these sectors will inevitably share the pressure of Mr. Dong, and Mr. Dong is over 60 years old, so it is difficult to cover everything. After all, his energy is there. The decline in air-conditioning sales will also "follow the trend."

Therefore, as far as Lao Liu is concerned, Gree's status as the king of domestic air conditioners has changed hands, which is not only a subjective strategic abandonment of Gree, but also related to Mr. Dong's personal management of the enterprise.

Gree's recently released financial report shows that in 2020, Midea's air-conditioning revenue will be 1, 21.50 billion yuan, a year-on-year increase of1.34%; Gree air-conditioning revenue11788.2 billion yuan, down 15% year-on-year.

In terms of sales volume, Midea sold 25.63 million units in the domestic market and 224 1 10,000 units in the overseas market. In contrast, Gree air conditioners sold 29.63 million units in the domestic market, but only 6.5438+0068 million units in overseas markets.

The backwardness of foreign markets has led Gree to lag behind the United States in the overall air-conditioning business, and the domestic "king of air-conditioning" has changed hands.

However, it is still too early to give up. After all, Gree has advantages that other brands don't. At present, only Gree and Midea have their own compressor technology, and Gree's air-conditioning internal machine chip is also designed independently. From a technical point of view, Gree has incomparable technical advantages compared with other domestic brands, and it takes a lot of time and capital cost for other brands to catch up in this respect. For Gree, there is also an urgent need to change, and Gree, which has remained unchanged, will certainly develop better if it can learn from the strengths of other brands.

To sum up, Gree's research and development of mobile phones, refrigerators, air purifiers, water purifiers, rice cookers, etc. are nothing. But if someone steals his home and loses his advantage in the field of air conditioning, the picture will not look good.

1. Why can Midea air conditioner become the king of air conditioning?

In fact, it is not difficult to understand why Midea's air conditioner sales can catch up with Gree.

On the one hand, Midea, which was originally a domestic appliance giant, has been working hard in the air-conditioning industry in recent years, and its sales volume and brand awareness are rising. Over time, it has naturally become the new overlord of the air-conditioning industry in China.

On the other hand, Gree's mistakes in corporate strategy gave Midea the opportunity to overtake in corners. Take the air conditioning business as an example. Gree is inflexible and always insists on offline business, which gives Midea a chance to overtake in a corner. Perhaps Dong Mingzhu didn't expect that his former competitors had grown so fast.

In addition, Gree in recent years has given people a feeling of "doing nothing". As we all know, the core of Gree has always been air conditioning. Then, this means that Gree's business is relatively simple. Because of this, Dong Mingzhu has spent a lot of money on the layout of mobile phones, new energy vehicles, chips and other major fields, but the results are tepid. Take Gree mobile phone as an example, consumers don't buy it at all. Dong Mingzhu emphasized that Gree mobile phone is expected to become the remote controller of smart home appliances when it is just launched. She also said that she would sell 654.38 million units every day. However, the result is surprising. Because the price tag of Gree mobile phone is as high as 3,200 yuan, but the configuration is disappointing, only 654.38+10,000 units have been sold for more than three years.

Later, Gree began to lay out refrigerators, air purifiers, water purifiers, rice cookers and other household appliances, but few consumers bought them. Gree originally wanted to develop the second business and increase the total revenue. As a result, even the core business "air conditioning" was lost to Midea. It can be seen that Gree should re-focus on the air-conditioning business.

2. So, is there any chance for Gree to make a comeback?

The answer is yes.

Although the performance of Gree air conditioner lost to Midea in a short time, it does not mean that Gree is weaker. In fact, Gree has obvious advantages. The most important thing is that Gree has mastered the core technology, and the market will not be easily taken away by rivals. At present, only Gree and Midea have their own compressor technology. Gree is more famous in the field of air conditioning, and it is only a matter of time before it becomes more beautiful. Other brands are not rivals. In addition, Gree's air-conditioning internal machine chip is also designed independently, so its advantages are further increased. However, Gree can't make any more mistakes. Midea's 8 million units ahead of Gree this time is a lesson from the past. At the same time, Internet companies represented by Xiaomi also began to sell air conditioners. Gree wants to regain the first throne, so it is necessary to adjust its strategy in time.

It is obviously biased to say that it changed hands according to the change of sales volume. Gree still has advantages in technology, quality, service and brand.

However, the backwardness of sales volume is enough to make Gree vigilant.

This year, Dong Mingzhu obviously put more energy into building personal popularity, giving interviews, appearing on TV programs, making wild remarks and enjoying it, even making mobile phones and cars. But if you think about it carefully, what story did Dong Mingzhu tell for Gree brand, or what brand endorsement did he make? It doesn't seem obvious, only personal heroism with great personality.

Behind personal heroism, people feel that Gree is the Gree of Dong Mingzhu, not that Dong Mingzhu is the Dong Mingzhu of Gree. Dong Mingzhu's absolute right to speak in Gree has actually made Gree lose its vitality.

Compared with the backwardness of sales, Gree, which has lost its vitality, is obviously more worthy of vigilance.

If you lose, you will do your main business in a down-to-earth manner. Every day, thinking about making a mobile phone and taking a car as a range hood may not work [covering your face] [covering your face] [covering your face]

Sales don't mean quality, just like music now, charts don't mean good. Only by being strict with yourself and doing better is good.

Every summer, air conditioning becomes a must-have household appliance, and when it comes to domestic well-known air conditioning brands, Gree is often the first thing that most people think of. Because Dong Mingzhu, chairman of Gree, personally spoke for his products, the phrase "Good air conditioning, made by Gree" made Gree air conditioning popular all over the country and became a household name "king of air conditioning".

Compared with other brands, the original Gree air conditioner can stand out in product quality and after-sales service, which is also the primary secret of Dong Mingzhu's success. Although Gree later met two powerful competitors, Midea and Haier, Gree can still occupy an dominant position in the domestic air-conditioning market.

Dong Mingzhu even has high hopes for Gree. Two years ago, she said: Gree should not only be the first in China, but also be the first air-conditioning brand in the world! This reflects the strong self-confidence of Dong Mingzhu and Gree Air Conditioning. Even if Midea and Haier exist, their status will not be affected. Gree is synonymous with air conditioning in China.

However, the good times did not last long. With the passage of time and the intensification of market competition, Gree air-conditioning gradually lost the initiative, while Midea and Haier took the opportunity to rise. Judging from the situation in recent years, the domestic air-conditioning field has formed a three-legged situation, with Gree, Midea and Haier each accounting for a part of the market share, regardless of the outcome.

For Gree, this is obviously an unacceptable result. Yao Ming used to be a "big brother", but now he is on an equal footing with Midea and Haier, and everyone will feel very wronged. But there is nothing Dong Mingzhu can do. Midea and Haier's strength are there, and Gree Air Conditioning has no original competitiveness.

The new domestic "King of Air Conditioning" was born.

Moreover, according to Gree's recent financial report, its air conditioning business is no longer the first in China, and a new domestic "king of air conditioning" was born. In this regard, many people say that Dong Mingzhu "slapped his face"? Today's Gree air conditioners are not the first in the world, and even the first position in China cannot be maintained.

And this new "king of air conditioning" refers to beauty. Its financial report shows that last year, Midea's total air conditioner sales led Gree by 8 million units. According to specific data, in 2020, Midea's air conditioner I * * achieved revenue of121500 million yuan, a year-on-year increase of1.34%; Gree air-conditioning revenue11788.2 billion yuan, down 15% year-on-year.

Although there is not a big gap between Midea and Gree in terms of revenue, we should know that this is the first time that Midea has surpassed Gree in the field of air conditioning. Moreover, the growth rate of Midea's air conditioners is positive, and Gree is negative, reflecting the development state of both, and Gree has begun to decline.

In addition, in terms of air conditioning sales, Midea sold 25.63 million units in the domestic market and exported 224 1 10,000 units overseas. On the other hand, the sales volume of Gree air conditioners in China last year was 29.63 million units, which was better than that in the United States, but its shipment volume was only 6.5438+0068 million units, still 8 million units less than that in the United States.

Therefore, Midea is now a well-deserved domestic "king of air conditioning", and Gree can only reluctantly admit the gap. What Dong Mingzhu said at the beginning was really "it takes two hands to make a ring". However, it is undeniable that Gree air-conditioning has also created a glorious period before, and it may take longer for the United States to truly surpass Gree.

As for why Gree went downhill, it is also very simple to say, mainly because Gree's business model is too single, and innovation has hardly been seen for so many years. Midea is the epitome of domestic home appliance brands. In addition to air-conditioning business, it also has a very good performance in other home appliance markets.

In addition, Gree does not know how to adapt and adapt to the times, and still sticks to the previous offline business. It is also expected to be surpassed by the United States. I can only say that Dong Mingzhu is a poor chess player. I thought Gree had no rival, but I didn't expect beauty to be so rapid.

Write it at the end

Generally speaking, Gree's air-conditioning business is not as good as the United States at present, and the gap of 8 million units is not so easy to make up. I only hope that Dong Mingzhu can see the problems and shortcomings of Gree and then make adjustments, otherwise the development of Gree may become more and more inadequate.