Mingzhu do mobile phones by experts as wayward, new brand opportunities are not many

Guide: Mobile Phone China alliance Secretary General Yanhui said that from the perspective of perfect product line layout, Gree manufacturing mobile phones understandable, relying on its previously established sales channels, Gree mobile phone to obtain a certain amount of sales is also possible, but Gree want to enter the mobile phone market in the first camp is almost impossible.
The day before yesterday (18th), Gree Chairman Mingzhu in a forum in Zhongshan University suddenly show the "Gree" brand mobile phone, sparking a consternation. Yesterday, Gree shares in the opening rose for a while more than 5%, and then gradually fell back, the whole day closed up 1.64%. For Gree to do mobile phones, some industry experts believe that this is Mingzhu's wayward, in the mobile phone industry, the opportunity for new brands has not been much.

Event Dongming gree Cell phone

In the Forum the day before yesterday, Mingzhu changed to talk about mobile phones, suddenly let the secretary to take the phone, and then to the audience said, "revealed that Gree's mobile phone has come out, I have been used." From the scene of the picture can be seen, Dongming's Gree mobile phone is a large screen phone, silver back cover, in the back cover engraved with the words "GREE". Mingzhu in the scene did not disclose any details of Gree mobile phone, when the media asked whether to find someone to work, when the listing, pricing, Mingzhu just laugh but not language.

Yesterday, reporters on the above questions interview Gree, the other said about Gree mobile phone now no information can be disclosed. Gree A person privately said, for Mingzhu suddenly show Gree mobile phone, everyone feel very surprised, the company many people do not know Gree has done mobile phone products. However, it is reported that earlier this year, the Gree dealers in the internal meeting, Gree has made clear to do mobile phones, and to the market this year. During the NPC this year, Mingzhu visited 360 headquarters, prompting speculation that both sides could collaborate on mobile phones and smart homes. Also during the two sessions, Gree had planned to release a "heavy News", but later felt that the timing is not appropriate to cancel the release of the message. These all let the outside world think Gree mobile phone debut actually already brewing for a long time.

Analysis

Mobile phone industry new brand opportunities are not many

Yanhui, the Secretary-General of the China Federation of Mobile phones, said that from the perspective of perfecting the layout of the product line, Gree makes mobile phones understandable, relying on its previously established sales channels, Gree mobile phone to obtain a certain amount of sales is possible, but Gree want to enter the mobile phone market is almost impossible.

"The mobile phone market seems to be very low threshold, who can do, but the opportunity of the new brand is not much, in the past five years, the new mobile phone brand can enter the mainstream ranks of the Chinese market is only the millet family." "Yanhui said.

There are also market analysis that Gree launched a mobile phone, may be tied to its air-conditioning function, and this as into the already hot smart home market entrance. In this regard, Yanhui that smart home will be a future mobile phone's important function direction, but it's not a reason consumers choose to buy a mobile phone, and few people buy a mobile phone because they want to get a smart home entrance, especially a brand new one, and instead, it's the old brand that has a pretty good market share. In addition, Gree as a home appliance manufacturers, to the mobile phone and air-conditioning functions do bundle, may face a very embarrassing situation: if Gree can only and Gree mobile phone bundle, that many consumers may give up to buy gree air-conditioning; Conversely, if other mobile phones can also and gree air-conditioning bundle, that gree what need to do their own mobile phone?

Seems to violate Gree specialization strategy

For Gree into the mobile phone industry, home appliance industry veteran Observer Liu Buzhong analysis to the end of last year, Millet combined with the old opponent of Gree beauty, the two sides will be in the smart home industry chain Synergy Development, this is a stimulus for mingzhu. In addition, Gree put forward a yearly revenue growth target of 20 billion yuan, this for an annual revenue has reached 100 billion yuan enterprise is very difficult, plus gree in the main air-conditioning field has occupied half of the growth of more and more small space, can only take a diversified road, relying on small appliances, Mobile phones and other categories to support the growth target of 20 billion yuan.

Liu Buzhong also think, gree do mobile phone may also be in with Lei Pique. 2013, in the CCTV China Economic annual character selection, Lei to Mingzhu to launch a wager about, within five years of the turnover of millet if more than gree, please mingzhu give him a dollar. Mingzhu said, "A piece of money do not mention, bet on 1 billion." Since then, Mingzhu and lei the interval between the air confrontation constantly. In this year's national two sessions, Mingzhu on the media, "You do not do mobile phone" one thing, "do cell phone minutes, and hinted that can be extinguished millet," gree has 6 research institutes, many of the functions of electrical appliances and mobile phone closely related, if I do mobile phones, I let consumers three years do not change mobile phones. "

Liu Buzhong that gree do mobile phone is largely mingzhu personal willful move. The reason why this, because this is not qualified and Mingzhu has always advocated a professional strategy, before Mingzhu repeatedly said that Gree focus on doing air-conditioning, will not diversify, and now do mobile phones are clearly contrary to. Gree's success is largely due to its insistence on specialization, in the field of air-conditioning has the core technology, but aggressive mobile phone field, Gree does not have the core of mobile phone technology, do not very likely to smash gree air-conditioning so many years of accumulated reputation. =