Sales surged 1K times, with Huawei first and Gree second. Will Dong Mingzhu’s dream come true?

Gree mobile phones may be a permanent thorn in Ms. Dong Mingzhu’s heart! Before the Gree generation was born, Ms. Dong, who was determined to expand Gree's business lines, worked hard to build momentum for it. Whenever she attended an event, she would definitely wave the flag for her mobile phone! Then she made a huge bet with Xiaomi Chairman Lei Jun and shouted "Huawei first, Gree second" on CCTV, all revealing her expectations for Gree mobile phones!

However, wishes are wonderful, but ideals are always harsh!

The lackluster sales of Gree’s first and second generation products were like a slap in the face that greeted her from time to time, killing her hopes again and again! Recently, Gree Mall quietly launched a mobile phone called "Color World"!

Obviously Ms. Dong has little hope for mobile phones. This mobile phone is not as lucky as its elders. There is really no trace of publicity at all!

Equipped with a 5.5-inch 1080P screen, Snapdragon 820 processor, 4G memory + 64G storage, front 800W + rear 1300W camera, no matter how you look at it, it cannot match the price of 3,200 yuan! As expected, it achieved mediocre sales of 4 units on the launch day!

Just when everyone thought it would stop here, Sejie Mobile suddenly experienced a reversal, with sales suddenly increasing by more than 1K times, which brought Ms. Dong a glimmer of hope. Comfort...

However, the increase from 4 units to 4,494 units, compared to Huawei and Xiaomi, which all sell tens of thousands of units on the market, Gree mobile phones are still too miserable to look at! Ms. Dong’s mobile phone journey may still have a long way to go

It is possible for Huawei to achieve and maintain the number one position; but what does Gree rely on for its number two position? Technology, quality, channels, products, talents... Of course the talent is Mrs. Dong, but does Mrs. Dong understand mobile phones? The long-term development of today's society does not rely on words, but relies on the vast number of talents and knowledge!

Ms. Dong once shouted out the rhetoric of "Huawei first, Gree second" on many occasions, but the fact is that Ms. Dong failed completely in the mobile phone industry and it is difficult to make a comeback! According to the original plan, Gree would release the third generation of Gree mobile phones in 2018. However, due to extremely poor sales of the first three mobile phones, Gree mobile phones were ultimately unable to be put into production. The 1K-fold increase in sales is just a joke

If friends who don’t know Gree mobile phones see this data, they will feel that Gree mobile phones are super powerful. After all, sales have increased a thousand times in a short period of time, which is why many well-known mobile phone brands have done so. When you can't do it, but what if I tell you that after a thousand-fold increase, the sales volume will only be more than 4,000?

In 2017, Gree Mall quietly launched a mobile phone called "Sejie". However, the sales of Gree's first and second generations before that were extremely dismal, so there was almost no publicity on Gree's part. , a bit like letting this phone fend for itself.

As expected, only 4 units of this phone were sold on the day of release. It is estimated that the buyers were Gree’s own people. At first, everyone thought that the sales volume of this mobile phone would be difficult to exceed 100. However, this mobile phone suddenly achieved a big reversal, with sales soaring a thousand times, and 4,494 units were sold. It was considered to have completed an astonishing "reversal"!

But to be honest, the sales of this phone will stop here. After all, the price is as high as more than 3,000, but it uses a 5.5-inch 1080P screen, Snapdragon 820 processor, 4G memory + 64G storage, and front 800W+ With the configuration of the rear 13MP camera, consumers who are a little knowledgeable will definitely not buy a mobile phone with such a low cost performance. Unsold mobile phones can only be digested internally through multiple channels

I estimate that many friends will be curious about the number of mobile phones Gree produces each time and where the unsold mobile phones go. Now I will answer your questions. Confused.

For example, the much-publicized Gree second-generation mobile phone is said to have produced 300,000 units, but the final sales volume was only about 10,000 units, which means there is still 290,000 units in stock. Where do these phones end up? At present, there are three main destinations.

1. Gree’s internal employees

The total number of Gree’s formal employees is approximately more than 90,000. It is said that internal purchasing targets have been set. This channel alone is equivalent to digesting nine Thousands of stocks in stock.

2. Gree air-conditioning service personnel

Gree Company was once exposed to an internal notice, claiming that the Gree Company’s after-sales dispatch APP system can only be used on Gree mobile phones, and other brands of mobile phones cannot be installed. In order to save their jobs, it is estimated that many service workers will choose to buy Gree mobile phones.

3. Channel dealers

Gree air conditioners have always had good sales in the air conditioning industry, and have accumulated a huge network of dealers, who are also potential buyers of Gree mobile phones. Buying a few more units and building relationships with upstream channels, and then giving them to the elderly at home, can be considered as killing two birds with one stone.

Gree’s entry into the mobile phone industry was a mistake

In fact, I still can’t figure out why Ms. Dong got so excited that she decided to enter the mobile phone industry in 2015. In the end, she was left with Chicken feathers all over the ground.

Although Gree has accumulated a lot of experience in the manufacturing industry, not much of it can be used in mobile phones. At most, it can use its own production line in the final assembly process, and there is no accumulation in other aspects. .

At the same time, Gree Mobile has no plans to deepen its development. It only launched an assembled phone without any highlights. At the same time, the inflated price has no advantage over Huawei, Meizu and Xiaomi in the same period. This makes Gree mobile phones unattractive to consumers, and consumers will definitely not take advantage of them and buy one. It’s no surprise that a low-priced, high-spec phone with no reputation has poor sales.

It seems that Ms. Dong is still thinking about past experiences and believes that companies can achieve anything if they have the momentum, but the mobile phone industry obviously does not accept this approach. Sure enough, after the launch of Gree 1st generation, 2nd generation and Sejie, Ms. Dong also saw that Gree mobile phones were indeed not popular in the market, so Gree 3rd generation was stillborn.

At the end of August, Gree released its latest financial report for the first half of 2020. Affected by various reasons, Gree achieved total operating income of 70.602 billion yuan in the first half of 2020, a decrease of 28.21% from the same period last year; The total profit was 7.696 billion yuan, a decrease of 53.11% compared with the same period last year, both of which showed a significant decrease. If Gree still cannot adjust in time and still makes some attempts that are destined to fail, Gree's situation may become increasingly difficult in the future.

Gree Big Brother may be the eternal thorn in Dong Mingzhu’s heart! Before the birth of Gree Generation, Ms. Dong, who aimed to expand Gree's business line, struggled to build momentum. Every time she attended an announcement, she would definitely shout at her brothers and make a bet with Xiaomi Chairman Lei Jun. , called on CCTV "Huawei first, Gree second", clarifying her expectations for Gree Mobile

However, blessings are beautiful, but reality is always cruel!

The bleak sales of Gree’s first and second generations are just like greeting her one after another. Recently, a big brother with a secret "sex world" was displayed in Gree Mall

Very Obviously, Mr. Dong has little expectations for Big Brother anymore, but this Big Brother is not as lucky as the old predecessors, and there is really no trace of publicity

Equipped with a 5.5-inch 1080P screen, Luolong 820 processor, The 4G memory, 64G storage, 800W front and 1300W back universal camera are not consistent with the price of 3,200 yuan. Unexpectedly, it achieved an astonishing sales of 4 units on the first day!

When everyone agreed that it was here to stay, the big brother in the sex industry suddenly reversed, and sales increased by more than 1K times, which brought comfort to Mr. Dong...

However, the increase from 4 units to 4,494 units is still miserable compared to Huawei and Xiaomi, which are not sold on the market. Mr. Dong may still have a long way to go on his way to becoming a big brother.

And according to the current form of mobile phones, Dong Mingzhu’s eldest brother may not even think about taking the second place in Huawei

First of all, it must be clear that the 1,000-fold increase in Gree mobile phones was in On any basis, if the base number of shipments of hundreds of thousands or tens of thousands of units per year skyrockets by 1,000 times, then Gree can be said to have soared into the sky and is about to catch up with Xiaomi and Huawei.

But we all know that Gree mobile phones are a failure. No one on the market will buy Gree mobile phones. The domestic mobile phone market is still occupied by major manufacturers such as Huawei, Xiaomi, OPPO, and VIVO. Gree mobile phones are only used by employees of Gree Company within the company. The number is only a few hundred or thousands. Even if the sales volume surges 1,000 times, the sales volume will only be tens of thousands or hundreds of thousands units. This result is great for Gree Successful, but it is undoubtedly a drop in the bucket for the entire domestic market.

There is no doubt about Gree’s technology in making air conditioners, but its mobile phones are still inferior. In addition, it entered the market too late, its positioning is unclear, and the market has been divided up. Dong Mingzhu’s dream of realizing Huawei’s first place and Gree’s second place is still far away.

What she wants may be your eloquent talk. Entrepreneurs are actually the same as celebrities. If there is no media coverage today, he will not be able to sleep well tomorrow. In fact, it is easy for her to realize her dream. Can money make the world go round? The question is is she kidding you? Is it for money or something? If she wants to serve the people at cost price, do you think she can realize her dream? If you are rich and don't care about money, you can just be a living Lei Feng...

Miss Dong plays with mobile phones, just like Rebus plays with chips. The chances of success and failure are equal to half. It is still difficult to be the second in China. Yes, Gree’s success in the air-conditioning industry and small household appliances industry is enough to prove Ms. Dong’s leadership and management capabilities. However, Gree’s technology and experience in the mobile phone field are insufficient, unlike Gree’s core technology in the air-conditioning field. , How can this situation compete with professional mobile phone companies such as Oppo, Vivo, Xiaomi, Meizu, OnePlus, and Smartisan? In addition to Gree’s offline layout advantages, I am afraid that Ms. Dong herself will not believe her own rhetoric. However, although Miss Dong is a strong and capable person, she is still a woman after all. We can just listen to women's heroic words and don't care.

There is no doubt that Dong Mingzhu’s contribution to Gree air conditioners is of great significance. If possible, you can say, "Without Dong Mingzhu, there might not be Gree today." This is also the most direct reason that encourages Dong Mingzhu's "greed for the big and the pursuit of perfection." But in fact, Dong Mingzhu’s contribution to Gree only accounts for 80%.

In other words, although Dong Mingzhu made a great contribution to the Gree Empire, he did not create it single-handedly, and his historical status is not at the level of "Taizu".

But Dong Mingzhu is an ambitious entrepreneur, so with the support of Gree Air Conditioning's strong market share and sales performance, she must build her own system.

How to build a new Gree that completely belongs to the "Dong Mingzhu" label? This is a question that Dong Mingzhu has been thinking about, and it is also the breakthrough of Dong Mingzhu's dream. Nowadays, it seems that this situation is fully open. First, it is strongly inserted into the smartphone market, and then it is overcoming all difficulties to join Zhuhai Yinlong Car Manufacturing.

But the question is, will Dong Mingzhu’s dream come true? We might as well analyze from these directions:

Sales surged 1,000 times: The melancholy behind the big data of Gree mobile phones

The cause of the incident was that Gree launched a "Gree color" on June 14 "World Mobile Phone", priced at 3,200 yuan, sold only 5 units that day, and only 500 units in the first two days. However, after the sixth day, its sales soared to 5,500 units, an increase of 1,100 times compared with the first day.

Such data is indeed bleak and may be very rare in the history of smartphones. So many people questioned the authenticity of the 5,500 units sold in the end. Some media reported that Ms. Dong made another shocking statement when talking about Gree mobile phones: Gree mobile phones are of good quality, but they are a bit expensive. If you don’t know the goods, whoever uses them will say the best.

No matter what Dong Mingzhu says, and no matter whether the sales data are true or false, but judging from the scale of hundreds of thousands of domestic mobile phones being sold, data like Gree Mobile Phones is indeed It's quite miserable. Even if it increases 1100 times, there will only be 5500 units.

From this data, we can see the melancholy of Gree mobile phones. Sales volume is not increasing and users are ignoring it. Even users of Gree air conditioners find it difficult to accept it. Especially when Xiaomi mobile phones are very popular for their cost-effectiveness, Gree mobile phones are indeed difficult to break through.

"Gree is second and Huawei is first" Dong Mingzhu What is the logic of this?

On many occasions, Dong Mingzhu is full of confidence, and his bet with Lei Jun seems to be guaranteed to win. It's just that the time is getting closer and closer, and it's hard to tell Uncle Zhong apart. In fact, her reason is very simple: Gree has technology accumulation, but Xiaomi does not have enough technology accumulation.

Dong Mingzhu said when participating in CCTV's "Dialogue Column", "I hope that one day Huawei can be the number one in the world, and by that time I hope that Gree mobile phones can also be the number two in the world." This logic seems to be Nothing wrong. In fact, Dong Mingzhu made a conscious mistake.

The mistake is: while Huawei and Gree are accumulating technology and expanding their markets, other mobile phone manufacturers are also developing. Besides, companies like Samsung, Apple and Xiaomi will definitely not sit still, so this sorting may be too early.

In addition, even if Gree takes the lead in air-conditioning technology and the market, it does not mean that it can lead in cross-fields. In fact, Gree mobile phones are still in their "infancy" and are still in the infant stage. Growth requires a very long time and courage, and there is still a big gap compared with Huawei, Samsung, Apple and even Xiaomi.

Under such circumstances, Dong Mingzhu can make the statement "Gree is second and Huawei is first". The logical starting point is that she is self-centered and regards other competitors as static migration, which is really undesirable.

Will Dong Mingzhu’s dream come true? The answer is no.

Even though Dong Mingzhu has achieved good results in Gree air conditioners, her cross-border strategy may bring a certain degree of burden to Gree air conditioners. Perhaps LeTV is the best example. Dong Mingzhu had to prevent similar things from happening.

In addition, Gree mobile phones have almost no success. They are currently released in the second generation. It seems that the third generation is still far away. It is getting further and further away from the pattern of "Gree is second and Huawei is first". Gree mobile phones are Brand reputation has been severely damaged.

At the same time, after Dong Mingzhu joined Zhuhai Yinlong, his focus was on electric vehicles, which may be distracting. As a domineering president, if the focus of work shifts, it will undoubtedly have a very negative impact on Gree Mobile.

In other words, Dong Mingzhu began to withdraw from Gree mobile phone before it became a hit, which not only affected the Gree mobile phone team, but also may have laid the foundation for the entire Gree. The automobile has just started and is a new industry cultivated by burning money. How long can Dong Mingzhu persist?

At least, in the short term, Dong Mingzhu’s dream is impossible to realize. Because Dong Mingzhu is still in the trial and error stage in her later years, she cannot focus on a certain industry and it is difficult to become a real leader. Gree air conditioners may be facing such an ending.

Or there is another possibility. There are more than 5,500 employees in the Gree factory, and everyone can grab one. This is a joke. Dong Mingzhu produces mobile phones. We were not optimistic about it at first, but now it has produced the second generation. We may not like it, but we no longer need to look at a home appliance brand with mocking eyes.

When it comes to building a brand, I think it’s not impossible for Gree to be unique. The pricing methods are different, the sales methods are also different, and the brand positioning is also different. Gree can be used directly as a mobile phone. brand.

Actually, I am not optimistic about Gree as a mobile phone brand. After all, Gree is a home appliance brand. If Ms. Dong can find another way and re-define a brand, I think the mobile phone market will add new vitality. As a new brand, Gree Mobile Phone is like a ferry releasing a small boat in the mobile phone market. Apart from the original support, I am indeed a bit single and weak.

I wish Gree mobile phones will go further and further!

Gree has always been a brand that I like and respect. From a private enterprise to a high-profile technology enterprise, you can imagine the ups and downs it has experienced; After Dong Mingzhu took charge of Gree, Gree's influence has increased day by day, becoming a giant in the air-conditioning industry and the home appliance industry. As a heroine among women, Dong Mingzhu's own experience seems to be the epitome of Gree, from an older woman to a Become a professional elite and lead a company to glory, pushing yourself to the top of the crowd in the process.

Gree’s air conditioners are indeed good, but I don’t want to say more about Gree’s mobile phone. After all, if you don’t use it, you have no say. The mobile phone that just came out costs 3,000. We can see how crazy Ms. Dong is. However, the mobile phone market is always a process of survival of the fittest and big waves, which does not mean that any company can easily successfully cross borders. Even Gree, which claims to "master core technology". It is not easy to turn the core technology of air conditioning into the core technology of mobile phone manufacturing.

Just like Gree's position in the air-conditioning industry, Huawei has worked hard in the mobile communications industry for many years before it has achieved today's world-renowned achievements. Every R&D breakthrough has its own significance. There is so much bitterness. From having to rely on foreign chips for smartphones to having its own chips, Huawei has worked hard for many years. From offline mobile phones to the Internet mobile phone war, the birth of the Honor brand is also a matter of surviving in the red sea of ??many mobile phone brands. It is not only technology, but also the accumulation of users and the continuous expansion of market channels. The success of no brand is Accidental. No brand can easily enter the mobile phone market.

Gree’s sales volume only increased from 5 to 5,000, which is considered to have skyrocketed a thousand times. This is just multiplication. In my opinion, Gree’s mobile phone sales only increased by 4,500 units in one week. . Compared with Xiaomi, Meizu, and OV in the market, which can easily sell millions of units, it seems that there is still an endless road ahead. Not to mention the gap with Huawei, which easily ships tens of millions of units, there is a gap of ten thousand times. Even the Honor brand is enough to keep Gree out of reach.

Therefore, Gree, as a national enterprise, we You can be proud, but it may not be a good thing for Gree to really touch the mobile phone market. It's good for Miss Dong to have this dream. What if it comes true? Oh, no, there is no such thing as a chance!