From "one -branch" to "multi -bloom", Gree diversified

Text/Chen Chen

As the summer enters the summer, the cool home appliances have begun to sell. While Gree Air Conditioning has become a sought -after goods, Gree Electric Fan and other products have also been "out of the circle." For example, a Gree Electric Fan with a model of FS-3015BH7, only on the Jingdong platform, has sold more than 200,000 units in the past month. "Net Red Products".

From the "one -point show" to the product "multi -bloom", it reflects Gree's diversified transformation strategy. After time precipitation and market baptism, Gree's diversified and high -quality brand image has become more popular.

Building a group of world -class enterprises with excellent products, outstanding brands, innovation, and modern governance is a national strategic direction and a corporate mission. From the king of deepening air -conditioning to the scientific and technological giants with diversified development, Gree's diversified layout has undoubtedly become the world's first -class confidence and strength.

1. Gree diversification ushered in key nodes

For Gree, which has trek for many years on a diversified road, a key node with a turning point has quietly arrived:

In the Gree live broadcast room, many consumers have a new understanding of Gree's living appliances. Since 2021, Gree's home appliances have a big move and highlights:

Refrigerator products, the first Qiyu purple refrigerator is launched in the cross -door product, which can meet consumers' ultimate pursuit of health;

Laundry products, the heat pump washing is launched, such as the new series, such as the new series, using the heat pump technology to carry the molecular steam care program at the same time, without the need to wash or dry it, you can directly care for the clothing;

Kitchen appliances products have launched new products such as the 302 dishwasher, Gree X82 hood, air frying water machine, air fried pot, health pot and other new products, which further enriched the kitchen appliance product line and form a set of packaging layout;

Native

Gree has entered the field of living appliances in 2006 to position healthy, intelligent and personalized. As of now, Gree's living appliances business sector has covered from air conditioning to the whole house appliances. According to the data of Ovi Cloud Network, the online retail share shares of Gree's electric heater, electric fan, dehumidifier, air energy water heater and other products in the industry ranks among the top two in the industry.

"In the past, good air -conditioning Gree made, now I hope to become a good appliance Gree." Dong Mingzhu, chairman of Gree Electric, said publicly.

She once explained the purpose of Gree's diversified layout in the home appliance sector: "Gree Electric's full coverage from a single air conditioner to home appliance consumer products, because the future decoration and purchase needs of the family have changed fundamentally." In other words, Gree diversified The goal of becoming a "integrated master" for a better life allows consumers to buy high -quality appliances at Gree one stop when buying high -quality appliances.

It is worth mentioning that during the diversified journey of Gree, technological innovation around health, comfort, energy saving, etc., the upgrade upgrade of the main air conditioning business has also been continuously promoted, always maintaining the industry's leading advantage. According to the statistics of Nikai Society, Gree's global market share of Gree's home air -conditioning in 2020 reached 20.1%, which has maintained the world's first in the world for 16 consecutive years. In the domestic market, Gree Central Air Conditioning became the only brand in China with a sales of over 20 billion yuan in China. , September for 10 consecutive years.

2. Open the more imaginative market space

While the living appliances are in the field of life, Gree's diversified development has also emerged in the industrial sector. Gree brushes a sense of existence in smart devices, capacitors, new energy and other business segments.

As early as 2013, Gree entered the field of intelligent equipment. At present, Gree Smart Equipment has covered the four major areas of CNC machine tools, industrial robots, intelligent storage and logistics, and industrial automation. Made in many industries such as manufacturing, food, education.

How to stand in strange areas? Observing Gree's struggle in different industries, you can see a clear answer: self -reliance.

Starting from the most basic technology, step by step like a trekker, gradually mastering core technology, and slowly establishing influence in the industry. Taking CNC machine tools as an example, Gree CNC machine tool adopts full -loop high -speed high -precision control technology, structural design lightweight technology, multi -axis linkage dynamic characteristics technology, and overall bed temperature control technology. Add a series of products such as lathes.

Another example is Gree Industrial Robot, focusing on the research and development, manufacturing and marketing of large load robots, and has achieved a number of breakthroughs in core components such as servo motors, servo drives, motion controllers, and reducers. Key technology has reached the international leading level.

In the field of intelligent equipment, Gree has currently applied for 3,180 patents, and intelligent equipment companies have grown into Guangdong robotic backbone enterprises and Guangdong artificial intelligence cultivation enterprises.

It can be said that in diversified development, Gree's ability to innovate independent innovation has continued to improve, and the image of strong technology companies is becoming more and more prominent. Gree's diversified growth and maturity not only reflect many high -end breakthroughs in its technical, but also reflect the high songs in its market performance.

In 2021, Gree's equipment sector realized operating income of 858 million yuan, an increase of 42.77%year -on -year; in the first quarter of 2022, revenue increased by 45%year -on -year;

Xinyuan Electronics's operating income exceeded 2 billion yuan, and revenue and net profit increased by more than 18%year -on -year. In 2022, the revenue of revenue continued to maintain about 20%of the growth; Thousands of units, successfully established the leadership of the compressor industry;

The annual production capacity of Kaibang Electric is more than 80 million units, with an output value of 4 billion yuan.

Not only that, for Gree, the market space that is more imaginative is still opening.

2021年，格力通过收购格力钛进一步完善了其新能源产业布局，新增了锂离子电池、新能源商用车专用车等业务领域，构建了涵盖锂电池材料、锂电池、模组/PACK、新Energy vehicle core components and integrated industrial chain of downstream new energy vehicles, industrial and commercial energy storage, and energy Internet systems.

"At present, only 2 companies in the world have lithium titanate technology, one is Toshiba, Japan, and the other is Gree Titanium." Dong Mingzhu said that Gree will have a long -term depth of new energy sector, and new energy will be Gree's growth point in the next few years.

3. The world's first -class confidence: start with concentration, to diverse

From today, Gree's diversification is effective. Anyone who is familiar with Gree's development process knows that Gree is quite difficult to come along.

To understand the diversification of Gree, you need to use the "telescope" to open the field of vision and put it into the national development pattern and the general trend of industrial change.

Gree's diversification is a marathon of a long -termist. The preciousness is that one is persistence, and the other is the pattern. At the moment when building a strong country and cultivating world -class enterprises, Gree's diversification is even more of its inspiration.

Gree's path shows that it is necessary to adhere to technological innovation. Compared with many companies, they are more willing to acquire technology, and they have to rely on their own Gree to choose the most difficult way to go. This not only entrusts the spirit and complex of the Gree people, but also shows Gree's high standing and overall view of the overall situation.

For more than 40 years of reform and opening up, my country has insisted on taking the independent innovation path with Chinese characteristics. Under the relay struggle of generations, both the ability of scientific and technological innovation and the speed of innovation have achieved historic leaps. But compared to the world's strong power, we still have a significant gap. One prominent manifestation is that the original innovation ability is weak. Standing at the new starting point of the "two hundred years" history, the strategic significance of scientific and technological innovation has been improved to unprecedented height. The Gree, which belief in technology, has overcome the hills and obtained a breakthrough, which is undoubtedly the best demonstration of Chinese enterprises for scientific and technological innovation.

Gree practice has proved that diversification is the only way to achieve growth.

When an enterprise and an industry are in a stage of rapid development, many problems can be covered by good development momentum, and enterprises will continue to increase development expectations. High expectations must be synchronized with high growth, and high growth does not necessarily continue to continue for a long time. Therefore, to solve the problem of growth, diversified transformation is the best defense of an enterprise and the best attack.

As the original ancestor of the company's strategic management, Egel Astof said: Enterprises must maximize the use of synergy when diversified development, that is, the value generated by the enterprise during multi -plate operations exceeds the value obtained by simply added. In the end The effect of "1+1> 2".

Looking at the Chinese and foreign countries, those world -renowned century -old companies have begun to focus on concentration and diverse. Kodak in the United States and Fuji's Fuji rolls are the two major film producers in the world. In the context of the sharp narrowing of the photography film market, Kodak is yellow, and Fuji film is alive. Why is this?

The reason is that Fuji actively seeks transformation. In addition to the main industry of the film, it has developed diversified expansion, forming 6 major business areas mainly based on medical health, high -performance materials, and electronic images. Nowadays, the medical and health cause has become the leader of the future development of Fuji film, and it has also made Fuji film rolling into an important related company in Japan.

It should be seen that in recent years, the air -conditioning industry and the entire traditional home appliance industry have faced more and more pressure and challenges. Adhering to the corporate vision of "creating a world -class enterprise and achieving a century -old brand of Gree", Gree recreates Gree, and has firmly embarked on the road of diversified and technology -based global industrial groups.

This is because, for Gree, if it is not diversified, it may only be a world -class enterprise in the air -conditioning industry, but to become a world -class enterprise, you need to develop more industry killers outside the air conditioning industry. , Take a big and strong road.

Many people have always felt that Gree's diversification goes too slowly. Looking back today, the market has more understanding of Gree: First, slow work and work, starting from technical research and development, you need to do it yourself. Is it a living appliance or an industrial field? Lv followers such as Gree, if you want to stand firm in the market, you need to take a long way. This is also a long -term process.

Standing bravely, walking on the waves. Gree's diversification, holding over the pressure of heavily, coming out of its own unique style.

For enterprises, each transformation is a thrilling jump, and such a dangerous game will also make the enterprise grow from a towering tree to a forest. Through this level, it will open a new future.

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