Gree Mingzhu: Destroy All Rotten brand!

The end of the year, Gree will set off a new round of air conditioning price war, high inventory and price competition superimposed, air-conditioning industry a bloody. "The air-conditioning industry is going to have a hard time next year," analysts said.

Gree Electrical Appliances Chairman and President Mingzhu recently in a dealer meeting said, "This year determined, must clear"; "We will have activities behind, really put those rotten brand, shoddy, shoddy brand all eliminated, we will stop action." ”

This year's National day, gree to change the normal, to low prices and vigorously promote, and then start the "old for new" activities, 2005 years ago Gree Air conditioning can be 1000 yuan, to redeem gree inverter air conditioning. Mingzhu's stance, means that Gree set off the air conditioning price war will continue.

"First Financial daily" reporter yesterday (24th) from a Gree store learned that gree air-conditioning plan from December 26 onwards set off the second wave of naked price storm, the specific price of 25th announced. The store is expected to be lower than the usual price 5%~10%, but a little higher than the national day promotional prices, estimated at the end of the year to maintain a week, "Plant resources, our basic profit guarantee." ”

Perhaps is already experienced the first two "price war" baptism, the air-conditioning enterprises at least on the surface has no longer panic.

A large air-conditioning enterprises in the domestic marketing head that "Gree only play price war only one way, in order to digest inventory, complete performance tasks." We expect Gree to play a price war next January and February, which is no surprise. "He believes that the next 5-6 years, the domestic air-conditioning market is still rigid demand, the current rural residents of the number of air-conditioned people only 20~30 Taiwan, while other white electricity has 60~80 Taiwan." "The next year for the high inventory of the enterprise is the platform period, the stock of less business is an opportunity." ”

Li Beqiang, an air conditioner spokesman, said that this year's cool summer, after August, the air-conditioning industry inventory reached the highest level in history, plus domestic and foreign economic situation is not good, so "next year to see the weather." Air conditioning also has a huge market, the rural air-conditioning on the wall rate is not high, "If next year hot, will be better, if not hot, people have no good days." ”

However, "the top 6 in the air-conditioning industry has been stable, each has the characteristic, each has the channel", Li Beqiang thinks, if the first line brand hits the price war, lacks the technology, the channel three or four lines brand is most painful, "The ox, the Zhi Gao, the Hisense Kelon domestic and international sales both at home and abroad have more than 5 million units, has certain cold hardiness ability. ”

Gan Jianguo, director of air conditioning, also believes that the main air-conditioning enterprises are now pursuing innovation, each have their own survival channels. "Next year we will focus on the Internet, March will be combined with the cat, Beijing and east have a new release, so that users have a sense of participation." Price war to fight, products also need to be more differentiated, personalized. ”

TCL air-conditioning related officials said, Gree continued low price promotion, or inventory pressure. It is understood that air-conditioning industry in the first two inventory total close to 30 million units. "Such a large inventory, next year will be bloody, before soon the rabbit air conditioner has fallen." The first half of next year more difficult, depends on the weather. If the weather is hot, the stock can be sold out. Tcl is also pushing "to replace the old", but the swap is the intelligent frequency conversion air-conditioning, and actively layout the electrical business, with the Beijing-east to promote air-conditioning custom new play.

Allwin Consulting School Dean Zhang Yanbin to the "First financial daily" reporter analysis that Mingzhu said "clear", not once, two price wars can be "Qing". China's market is very large, the United States, Haier, Hisense Kelon, Zhi Gao, ox, TCL and so have their own channels. The price war can also be short term, in the long term the capital market will also have pressure.

"This year's air-conditioning industry can also, although the second half of the economic pressure, but the annual sales of air-conditioning, sales or growth, especially sales, this shows that air-conditioning still has room for development." Zhang Yanbin predicted that next year if Gree continued to play the price war, the air-conditioning industry profits will be reduced, "we have to have a hard day to prepare."

Another senior analyst in the air conditioner industry believes that Gree's price means will continue, has become the norm, "Gree's pursuit of scale has never been so thirsty." "At the end of September, the industry panicked, and now everyone has adapted to it and not accept it." Air conditioning industry a few years ago is a good day, gree, the United States and the price of air-conditioning is higher, to other brands left a living space. They are now pushing down prices, coupled with product intelligence transformation, the entire air-conditioning industry is in the adjustment period. Next year the air-conditioning industry, cautious pessimistic. ”