[Cai Zhi Headline] Gree Hebei dealer "Infant" Philips, what happened to Gree?

Source network

After the official release of Philips Air Conditioning, the news that Gree Electric (000651.SZ) interrupted the air conditioner to the former Hebei agent was exposed.

According to the Finance News Agency, it is learned from people familiar with the matter that Gree Electric has stopped supplying to Hebei dealers recently, and the news has been confirmed by multiple Gree dealers.

It is reported that Xu Zifa, chairman of Hebei Gree General Manager (Hebei Xinxing Gree Electric Sales Co., Ltd.), announced that he would "not do Gree" and switched to Philips in a recent event. At the same time, the above -mentioned people also revealed that Gree Electric has begun to prepare new sales companies in Hebei.

Regarding the report of "Gree Electric Stopping the Supply of Hebei Dealers", the person in charge of Gree Electric responded on the 23rd that we are understanding.

Gree Old Department collectively voted for competitors

In fact, in 2020, Gree Shandong dealers had "anti -water" and went to the incident of competitors beauty.

The story of Xu's spontaneous "anti -water" to Philips is quite dramatic.

Recently, a notification of a notification of a funds for Hebei Xinxing Gree Electric (hereinafter referred to as "Hebei Gree") was exposed, saying that "Zhuhai Gree Electric Suddenly stopped shipping on August 16." The dealers make plans and pick up the goods as soon as possible.

The news of stopping supply followed the upside -down dealers. Two days later, Xu Zifa, chairman of Hebei Gree, announced on August 20th to thank the dealer's 24 -year support event that his withdrawal of Gree's operation was not done, transferred to Philips air conditioning, and promised the dealer's payment and rebate of the dealer. Avoles a lot of money to everyone.

But the story is not a sudden beginning, and the contradiction between Gree and Philips has been ignited in July. At that time, Gree asked the dealer to do "two choices" between Gree air conditioners and Philips air conditioners. The dealer of the agent Gree air conditioner cannot represent Philips air conditioner, otherwise it will lose the qualification to the proxy Gree air conditioner.

Earlier, Xu Zifa had been considered an investor in Philips air -conditioning.

In November 2021, a report was reported to sort out the equity relationship of the dealer and quoted the remarks of insiders, saying that Xu Zifa was an investor in Philips air -conditioning. This information was also confirmed this year -August 9th, the release of the Philips Air Conditioner's new product launch conference was held in Hangzhou, and Xu Zifa attended the meeting with shareholder representatives.

The dealer alliance represented by Xu Zifa also began to unbinds with Gree at the capital level.

In June of this year, Gree suddenly announced that its third largest shareholding of Tokyo Haixi Internet Technology Development Co., Ltd. reduced its holdings of 110 million shares, cash or over 3.5 billion yuan. Behind this company is Gree Electric's dealers from all over the country. The holders include the spontaneous distribution of Hebei dealers Xu, Chongqing dealer Zhou Zhenhua, and Henan dealer Guo Shuzhan.

It is worth noting that Xu Zifa and Gree Electric have a deep origin, but the relationship between the two is also getting away.

According to public information, Xu Zifa served as the general manager of Hebei Xinxing Gree Electric Sales Co., Ltd. from 2015 to 2017; Xu Zifa entered the board of directors of Gree Electric as a director. Later, due to his short -term transaction violations of Gree Electric's short -term transactions, he was issued a warning letter by the Shenzhen Stock Exchange. In October of that year, Xu Zifa resigned from Gree Electric Directors.

The Xu Zifa family, including his wife and children, was also the actual controller of Jinghai Internet Technology Development Co., Ltd. (before renamed Jinghai). The core management team of Philips Air Conditioning is the former Gree Electric Appliances.

According to the data, Jinghai Interconnection is a company established by Gree Electric in 2007 to deeply bind the interests of dealers. It is formed by 10 important dealers in Gree. It is currently the third largest shareholder of Gree Electric. The Xu Zifa family still owns 28%of its shares, which is the largest shareholder of Jinghai Internet.

Figure source interface news

An industry person joked that Philips air conditioner was "ghost". At the capital level, Nanjing Zhipu Supply Chain Management Co., Ltd. (hereinafter referred to as Nanjing Zhipu), which carries Philips air -conditioning China operation business, is Xu Zi, the core investor behind Gree Yuan Hebei; Gree Electric Appliances executives.

Since 2021, a large number of Gree veterans have joined Philips air conditioning. For example, Huang Hui, who currently serves as the chairman of Philips air -conditioning, was a director and executive president of Gree Electric, and was even considered the successor of Dong Mingzhu; Hu Wenfeng, president of Philips Air Conditioning, was the assistant to the president of Gree Electric Sales.

Whose cakes do channel reform move?

You know, why did Gree Electric's head brand in air conditioners, why did Hebei Xinxing abandon Gree and switch to Philips?

Senior home appliance analyst Liang Zhenpeng said that the main reason for this is that Gree's promotion of the flat reform of sales channels has affected the interests of provincial dealers and led to such results.

According to the data, Gree Electric has begun to build an offline distribution system for the professional agency model in 2001. It relies on the system to lead the industry by systems composed of the three -in -one system of headquarters, branches, and dealers. In 2015, the market share of Gree Air Conditioning reached 46.3%.

However, in early 2019, Gree began to reform offline channels, changed Gree's offline distribution system, and directly moved the dealer's cake.

At that time, some media broke the news that the channel model of Gree's layers of distribution and pressure inventory led to more inventory in the supply chain, and dealers' cash flow period rotated pressure. At that time, Gree Inventory was 24.085 billion yuan, as of 42.766 billion yuan by the end of 2021. Tuyuan Enterprise Early Warning

At the same time, Gree officials are vigorously promoting online sales, further squeezing the dealer's survival space, and even asking offline dealers to purchase online from the "Dong Mingzhu's Shop".

This also aroused the dissatisfaction of dealers. According to media reports, Dong Mingzhu sold only 1999 yuan in JD live broadcast of Gree Pinyue series air conditioners at a certain time. The agent's pick -up price cost 2199 yuan, and the purchase price of last year was even from 3,000 yuan.

In the past, Gree's sales system was a regional sales company in Gree Electric and large dealers in various provinces. Under Gree Electric's "joint -stock regional sales company" model, Gree and dealers were "community of interests".

However, in recent years, Gree Electric has completed the reform of mixed ownership, actively promotes new retail reform, reduces channel levels, and has gradually loosen the interests with agents.

Gree channel reform is now "more than half." The 2021 annual report shows that Gree's online channel retail sales have exceeded the offline, and it has accounted for more than 50%for two consecutive years.

From the perspective of sales expenses, Gree Electric's sales expenses in 2014 were 28.89 billion yuan, while the sales expenses in 2021 were only 11.582 billion yuan, a sharp decrease of 17.2 billion yuan.

At Gree Electric's 2021 performance briefing, Gree Electric Chairman and President Dong Mingzhu said, "I have been doing live broadcasts in the past two years. The live broadcast is not that I want to do this market, but I want to experience this market." Dong The pearl said.

She also said that Gree has adopted the dealer's product pressing model in the past 20 years, and the epidemic has made the online sales model develop rapidly. Therefore, Gree has accelerated channel changes in the past two years. The pressure was reduced, and Gree replaced it with rapid delivery. In the past, Gree had about 200 to 30 billion yuan of air conditioners every year in the channel, which needs time to digest. How many goods and sales of dealers now make Gree more competitive.

In 2021, the company's sales change did not meet expectations. Channel changes were one of the factors influencing. "But the impact was not great, because in the process, everyone's cognition was more important. Dealers gradually opened physical stores and live broadcast. "

Today, the dealers declare a high -profile war and reduce their holdings. The industry speculates that billions of funds may feed back "familiar new opponents" Philips.

(WeChat public account "Caizhi Headline" comprehensive self: Financial Association, Interface News, Beijing Youth Daily, Southern Metropolis Daily, etc.)

Edit: Bai Jing

School pair: Yuan Kai

Review: Gong Zimo

- END -