Dong Mingzhu's Gree is still surnamed "Zhu"?

New entropy original

Author: Baya Van Editor: Yi Page

After making cars, chips, mobile phones, and live broadcast, Dong Mingzhu found a new track for Gree -prefabricated dishes.

On September 7, the development symposium of the prefabricated vegetable industry in Zhuhai City was held. Dong Mingzhu said at the meeting that combined with the company's own advantages, Gree Electric will set up a prefabricated vegetable equipment manufacturing company. The company will focus on research and development, production and transportation services to provide technical support for the development of the prefabricated vegetable industry.

On the other side of the Heat, it is the performance that Gree and ambitions do not match, and they are diversified.

In 2019, Dong Mingzhu said with ambitiousness that Gree will reach 600 billion sales in 2023. In the past semi -annual report, revenue was only 98.5 billion, and it was difficult to believe that the target next year could be achieved according to this results. On the other side, Gree under Dong Mingzhu has never torn off the label of the air conditioner, and the new category ability is insufficient.

Among the traditional home appliance giants, Gree's non -air -conditioning business performance can be described by weakness. When Midea and Haier's non -air conditioning business can bring 100 billion -level revenue, Gree has not even exceeded 5 billion (2021 data). The financial report shows that in the first half of this year, Gree Electric Air Conditioning revenue was 68.75 billion yuan, accounting for 72.2%.

Today, Gree Air Conditioner's advantage has been weakened -in the first half of 2022, he was overtaken by beauty. The weak non -air -conditioning business also directly involved Gree's status in the market value/revenue competition with Midea and Haier, and its status became increasingly embarrassing.

Perhaps no one wants to tear off the "air conditioner" label than Dong Mingzhu, and for this reason, it is almost "paranoid" to push diversification. Because as a successor, Dong Mingzhu's high -light people are still just a good sales of Gree air -conditioning. They have been on the road of successful development of the predecessors and failed to create another air -conditioning success in other fields.

Under the assistance of brand propaganda, the market is easy to equate Gree with Dong Mingzhu. It seems that Gree's everything is given by Dong Mingzhu. However, people who truly save Gree, create Gree, and laid the status of "good air -conditioning Gree" are actually Dong Mingzhu's "father of Gree" -Zhu Jianghong.

It can be said that the route and technical genes of Gree's air -conditioning were chosen by Zhu Jianghong; the sales method was made by Zhu Jianghong's support for Dong Mingzhu; even Dong Mingzhu himself was successfully agreed by Zhu Jiang Hongli.

Dong Mingzhu is the biggest beneficiary for Zhu Jianghong to lead Gree. In the book "Zhu Jianghong's Autobiography: My 24 Years of Golly", you can see a Gree besides Dong Mingzhu's perspective.

Compared to Dong Mingzhu's period, the internal and external environment of Gree faced by Zhu Jianghong is more vicious.

In 1991, Zhu Jianghong formed Gree Electric on the basis of the Guanxiong Plastic Plastic Factory and the loss of the Hyelon air conditioner factory. At that time, Zhu Jianghong was already a well -known enterprise to save experts. He reversed Guanxiong's loss by relying on the "Hongyun Fan" to achieve a profit of 220,000 per capita. It is also the largest in the future.

In the current air -conditioning market in the 1990s, the real domestic big brother was Chunlan, and the entire market was still beaten by Japanese brands. In order to change Gree's passive beating situation, in 1994, Zhu Jianghong proposed the idea of ​​"boutique strategy" at the company conference in 1994, carried out scientific and technological innovation and a series of effective quality activities, and "made precision, strengthen, do it, and do the air -conditioning products. Big". Zhu Jianghong bluntly stated that "the kindness that is not responsible for quality is the cruelty of consumers."

Change also includes the salary system of employees. At that time, Gree's sales staff income was significantly higher than technical personnel. In the same year of proposing a fine strategy, Zhu Jianghong greatly reduced the commission ratio of the sales staff, and this decision triggered the rebound. Zhu Jianghong recalled in the autobiography, "Soon, most of these sales staff hopped to HSBC air conditioners in Zhongshan. With their familiar markets, channels and connections, they threatened to defeat Gree within three years."

In the crisis, Dong Mingzhu became one of the few sales staff who did not leave. After inspecting her opponent, she chose to stay. Even if the rebels were left, Zhu Jianghong still firmly promoted innovation. Gree finally came over, and the opponent who dug the corner eventually fell because of ignoring innovation.

Zhu Jianghong believes that the sales staff plays an important role in the sales of the product, but it is necessary to design and make the product well, so that the technical personnel who satisfy consumers are even more contributed. In the autobiography, Zhu Jianghong still attributed Gree to the insistence of the time, not sales: "Good sales and establishing a distinctive Gree sales model, although it is an important reason for the development of the enterprise, but it is not the root cause, because I still have so far still so far No found brand in the world is not relying on innovative products, but on sales. "

Therefore, during the helm of Zhu Jianghong, Gree has been insisting on quality. Beginning in 1999, Gree invested heavily in the "zero defect" project, and soon became the earliest air -conditioning enterprise that introduced the "Liuxi Geg code management law". It is confidence in the quality of the product that Gree also puts forward "free warranty for six years" in the industry.

The better the quality, the air conditioner does not worry about selling, and Gree naturally begins to attract sales staff to run. It is worth mentioning that the new model that made Gree's sales stand out -the monopoly, which is also promoted by Zhu Jianghong.

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