That's the kind of ambition behind the still-selling Gree phone.

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With Gree mobile phones, people who are concerned about mobile phones may be dismissive-whether they are not cost-effective, Dong Mingzhu, or experience a general system, it seems that there is absolutely no value to buy. And for the general public, even did not know that Gree launched the mobile phone ... But it is such a mobile phone, but now tenacious launch of the third generation, let people jaw-dropping. But the few sales of Gree mobile phones, still can't sell ...

Gree mobile phone can persist until now, the main reason is still lies in Miss Dong Mingzhuton's insistence. But aside from the advantages and disadvantages of gree mobile phone itself, from the big environment, Gree mobile phone has exceeded the original mobile phone should carry the function and influence. Its hidden ambitions, in fact, for the home appliance manufacturers opened a head. After all, now the decline of the home appliance industry, it is too much need to toss to stimulate a bit ...

All the hustle and bustle are marketing routines

March 18, 2015, in an event, Dong Mingzhu suddenly announced that Gree mobile phone has been made. And in the year of May 1, gree mobile phone launch market began to sell. At that time many people did not understand why Gree must do mobile phones, after all, Gree Master of "core technology" seems to be only in the air conditioning field. But carefully, in fact, Dong Mingzhu long ago laid the "foundation", the creation of a large marketing chess game-all in order to break the home appliance industry encountered difficulties.

As early as December 12, 2013 China's annual Economic figures awards ceremony, Dong Mingzhu and Lei June staged a 1 billion-game drama. Through this gamble, Dong Mingzhu and Lei June, as well as gree, millet and so on harvest a very high degree of exposure. In the future, the launch of the Gree mobile phone is a marketing, including the "broken" behavior-gree Electric Appliances 2015.5 Annual Report operating income of 50.111 billion yuan, a year earlier than the same period fell 13.4%, the most significant decline in almost 10 years.

Even at the Gree Electronics shareholders ' meeting in the first half of 2015, Dong Mingzhu said it would no longer commit to and guarantee a growth target of 20 billion yuan in revenue. Gree's weakness in electrical appliances requires another channel or way to divert attention from the industry and the public. Gree mobile phone seems to be a "joke", but really successfully occupy the position of the media headlines.

Whether it is a year 50 million sales, or Dong Mingzhu animation, or is exposed to brush, forced to buy, such as the purchase, Gree mobile phone Sales is not small, but it is always a central point of public opinion. All other Gree products add up, it seems that no gree mobile phone so "eye-catching." And all the hustle and bustle, seems to be marketing routines. This for other home appliances manufacturers, in fact, is a good lesson on the ground-to create hot spots to enhance their own attention, in fact, only need to publish similar mobile phone products, and aggressive marketing on the line.

Ready for smart home? The failure of gree cell phone is a good case

There is also a rumor that gree makes mobile phones in order to pre-layout smart home systems, so that mobile phones become the core of the system. The reason why the Gree mobile phone is not successful, is that gree itself too much focus on the white power level. Mainly air-conditioning products, there are other fans, humidifiers, water purifiers and other small appliances. The current level of intelligence is too low to support a complete smart home system, and the failure of the Gree phone is understandable.

But in fact, the failure of the Gree cell phone is to provide other home appliances manufacturers A good case: to "meddle in the future of the smart home market, we must establish a core." Whether it's a cell phone or a TV, let them really take control of everything. Gree's cell phone failed, but it was not a "pure" laughingstock. As long as they learn from experience, the future development of home appliance manufacturers in fact also has some benefits.

In addition, in the recent Dong Mingzhu still insisted that the gree phone is never considered a failure. Because the Gree cell phone is her and her team has been insisting on independent research and development and independent design, is not a card, but Gree mobile phone success takes a long time. Anyway, it's always good to stick to the spirit of self-ownership. Even if setbacks are encountered in a short time, the future may grow on other levels.

In order to let home appliance manufacturers bolted, Dong Mingzhu really bothered

Gree mobile phone insisted for more than two years, launched three generations, although has been "taunt", but never fell, it is really a "strange thing." Whether it is from the marketing point of view, or to reverse the industry and the public attention to performance, or for the layout of smart home system, adhere to the autonomy, and so on, in fact, are Dong Mingzhu constantly trying. Some goals have been achieved, others have not succeeded. But in any case, Dong Mingzhu is to let Gree itself attract more attention.

Compared with the boom in smartphones, VR, the Internet and other industries in recent years, home appliance manufacturers appear a bit low. Not only in the sales level some unsatisfactory, in the marketing also seems not fully open, resulting in their own did not receive more attention. And Dong Mingzhu A series of practices, if you can let home appliance manufacturers in the next run, it seems worth ... (New discoveries of science and Technology, Constantine/Wen)

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That's the kind of ambition behind the still-selling Gree phone.