Dongmingzhumi to invest in the charm clan or learn Internet thinking

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Gree investment in the charm of the rumors once again flipping the industry's heartstrings. Yesterday (12th), a photo of the Phantom Company building in front of the "warmly welcome Gree company leaders to visit" The Red ze photos in the popular.

The charm company related personage to "the first financial daily" reporter confirms, the gree group's high-level yesterday did arrive the Phantom clan company, visits the factory, understands the production situation and the office environment, and carries on the communication negotiation with the Charm clan high-level.

However, the Gree Group chairman, Gree Electrical Appliances Chairman and President Mingzhu did not participate in yesterday's visit activities. However, the above-mentioned charm company related personage discloses to this newspaper reporter, in Sunday, Mingzhu and the Demon Clan Technology Chairman and president Zang already had the privately to communicate.

has been adhering to the professional strategy of the air-conditioning giant gree, will really invest in mobile phone company charm? Gree Electric Appliances Vice president and Secretary of the board of directors Wang Jing East in accept this reporter telephone interview said "not clear." He said: "If you invest, it will be disclosed through announcements, and clear reasons, but not now." ”

Once with Millet chairman Lei determined to bet on the Mingzhu, whether will take the initiative to accept new business model, seems to be a mystery.

Helping 200 billion targets?

At the end of last year, Mingzhu and Lei's "bet" was still fresh in the industry. A three-year market capitalisation of 10 billion-dollar mobile phone companies, openly to do 20-year air-conditioning, has been in the leading position of the Chi manufacturing giant "Under the gauntlet", want to surpass within five years. Although Mingzhu had the upper hand, the iron was clearly aware of the importance of the Internet.

In a subsequent interview, Mingzhu told our correspondent, "The Internet is very important to the manufacturing industry"; Gree's products will become more and more rich, we (the store) began to focus on family operations (solutions) in the direction of development, even to a community (solution) direction. ”

Mingzhu took office after the "five years to rebuild a gree," the grand goal of 2012 Gree's operating income for the first time to break 100 billion yuan. 2013, Gree electric appliances business income amounted to 120 billion yuan, net profit is about 10 billion yuan, "five year double impact 200 billion" strategy start smoothly.

However, it is more difficult to achieve 200 billion by air conditioning alone. An air conditioning industry senior observer analysis said, domestic air-conditioning plus commercial air-conditioning market scale is 200 billion yuan, not all by gree a "all-in-one". At present, gree in domestic home air-conditioning share has reached 40%~50%.

From the global perspective, home air-conditioning sales of 120 million units a year, gree a year of air-conditioning sales of more than 30 million units (domestic sales of more than 20 million units, export more than 10 million units), accounting for One-fourth. The air conditioning industry observer believes that even if gree in the global market share of home air-conditioning to achieve 50%, the main space overseas, export unit price is low, income scale is difficult to reach 200 billion.

Therefore, Gree this year is also promoting the development of related diversification, increase product line, expand Channel mode. Gree Dealer investment in the Crystal Philip Refrigerator, and gree electrical appliances under the "Big Pine" small appliances, has covered the store system Gree. This year, Gree electric appliances will also exert O2O (line on-line fusion) channel mode, brewing the introduction of Gree Online Mall, and offline stores to achieve linkage.

Gree is also considering providing a full set of electrical appliances, involved in a wider range of small household electrical appliances. If out of the way to create a set of smart appliances, gree investment in the charm is not impossible. "A person close to Gree believes that in the mobile internet era, mobile phones have become a whole set of smart home appliances, an important link."

Why is it the Phantom of the Family?

Gree's brand image and financial strength, even if you want to test the field of mobile phone, it does not necessarily have to find the Charm clan.

So, why do you engage with the charm clan?

Not only is Mingzhu's thinking changing, but the Spirit founder Zang's thinking is changing. Zang, who has always been low-key, officially opened the microblog yesterday. Returning to the front desk, he wrote in his microblog: "I have just returned from Mars to Earth, and I will embrace the world with the most open heart." We all know that our marketing is rotten, from today onwards, I will tell more people know, in addition to the millet mobile phone, there is a better charm family mobile phone can choose. ”

Interestingly, Zang also with millet "staves" on. Although the same in Zhuhai, the charm of the family than millet earlier to do smart phones, but also earlier than millet implementation of "fan marketing", but was overtaken by millet. Comeback Zang, want to comeback. He wants to introduce external capital, find a partner with capital strength and market operation ability, financing 1 billion yuan this year.

"There are many people in the industry who are interested in me, even the Giants such as Gree." "Zang recently through the official interactive community of the charm group.

A mobile industry analyst believes Gree is willing to contact with the Charm clan, the first two sides are Zhuhai enterprises, mutual understanding, have geographical advantage; second, although the charm is not the mainstream market, not particularly large companies, but there are brands and "fans", the experience of their online interactive marketing, is the lack of gree.

In addition, Gree has no mobile phone industry experience, if the investment in the mobile phone industry to negotiate the big brand may not be able to play a turn. "Gree, if the charm of strategic investment, is also to expand the main business." "The mobile phone industry analyst estimates, will not suddenly cast 1 billion yuan, at most is the lead, phased input."

Curve investment again?

However, the air conditioning industry veteran, Allwin Consulting College Dean Zhang Yanbin that gree if the investment of the Charm clan, will be with its professional image of the contrary. Concentrating on air conditioning is the key to Gree's success. Once you invest in your phone, it will mean a strategic adjustment. Of course, it is not impossible for a company with such a large amount of gree to make strategic adjustments, but to figure out how to collaborate with the original business.

"For reference to Internet thinking, not necessarily to invest in related industries." Zhang Yanbin reminded Gree to carefully consider whether to get involved in mobile phones.

Indeed, Gree is very cautious about the diversity involved. Crystal Philip Refrigerator is not gree electrical direct investment, but by gree dealers "Sheng Hing" to invest in production, just a huge store of Gree to share the channel. In order to maintain the image of Gree, gree electrical appliances at the end of last year officially opened the "big loose" small household appliances brand.

Industry analysis, Mingzhu has been emphasizing the professionalization of gree, even if the mobile phone, do not rule out the use of "curve investment" method. From yesterday to visit the Charm clan is Gree group, but not gree electric appliances, see, do not exclude the investment of the charm will be by Gree Group.

Peng vice President of Yi Kang is optimistic about gree and the charm of the capital marriage. In his view, this cross-border investment, to seize the user. Although Gree is the world's largest home air-conditioning enterprises, but the mobile internet era, not hardware is not the channel for the king, but the user is king. With the user, can be accurate marketing. Simple manufacturing plants will face challenges.

Peng boldly speculated that Mingzhu might want to capture users by dabbling in mobile phones, allowing Gree to launch Cross-border products. She wants to launch a family solution, through the mobile Internet, to open up the connection between the family products, to achieve background control. "Once Mingzhu accepts a new business model, it will be self subversion." Gree has resources, channels, capital advantages, and then grafted a new business model, will be able to achieve a new round of expansion. ”