Mingzhu in ambush: "6+1" encirclement and suppression

Absrtact: Mingzhu body is trapped in ten faces ambush December 29, 2014, Suning joined the other 6 major domestic air conditioner brand beauty, Zhi Gao, Haier, Hisense, Ox, Changhong, launched a mammoth extraordinary action, directed at Gree, for the 2015 air-conditioning River

Mingzhu is trapped in a "ten-face ambush."

December 29, 2014, Suning combined with the other 6 major air conditioner brands in the United States, Zhi Gao, Haier, Hisense, Ox, Changhong, launched a mammoth "exceptional action", directed at Gree, for the 2015 air conditioning arena laid a pattern.

This "6+1" encirclement and suppression of a brand, in China's air-conditioning history is very rare.

In the Chinese business community, some people say, who have the most friends, perhaps no standard answer. Whose enemy is more? Mingzhu should be counted as one.

Women in charge of enterprises more emphasis on softness, integration of industrial chain resources, the enterprise with a benign development track. But Mingzhu "Chess is the world", walking is an unusual way: go around.

Be Mingzhu shelled, not only has Gree's competitor, but also has originally eight pole all cannot hit Lei, even has as the gree air conditioner "God" the consumer-Mingzhu said the global 7 billion people, does not buy the Gree product all is "the brain is sick".

This "Dong", for the media headlines, enhance exposure, enhance visibility, really helpful, but the other side of the coin is easy to let enterprises fall into the "ambush of the Ten sides", was discredit, even tired of coping.

"Exceptional Action"

Previously, the pinch was between two competitors. Before Su Ning has not jumped will come out, to the gree waging war, everybody still just wants to stand idly by. The United States said "elder sister, you play your, I do my, we meet as miss," Haier said, "aunt, not about, we do not about," Chi Gao called "Woman, you continue to play."

But Su Ning's intervention, let other 6 big brand unprecedented unity.

6 Big brand of the gauntlet is very "tall", embodies the collective wisdom and strength, each brand attack a Gree key. This afternoon, created the intriguing "You do My Line body", and Mingzhu before the competition products. Beautiful is: "Dream eminence, you line!" Save electricity One night, I can! "Zhi Gao is:" Sister platform, you can! Big Brother endorsement, I can! "Haier's is:" Infringement piracy, you can do! Independent patent, I can! "Hisense is:" Face than anger, you can do! Inverter spell calm, I can! "Ox is: to" high price products to play fake fall, you can! High quality saves real kung fu, I can! "Changhong is:" 1 billion wayward gamble, you can! Very military quality, I can! ”

To let the major brands abandon the stereotypes, to take collective action, is undoubtedly Mingzhu's "clear theory." Mingzhu in the most recent speech in Gree, the domestic mainstream air-conditioning manufacturers have made a comment, shelling the United States air-conditioning "one night once electricity is false propaganda", said Haier forged state government agencies media, Hisense Kelon has collapsed, Zhi Gao did not promise, and said to the price war "clear", to "the real through the clearing of those rotten brand, Fake, shoddy brand all eliminated.

Gree and Suning, one is the manufacturer, one is the channel vendors, should only common interests, should be weal and woe, the relationship of interest. The emergence of such a life-and-death pattern of competition is unexpected. In fact, the war between the two sides is not unexpected.

Gree is a self-built sales channels, with the country's largest air-conditioning sales network. and Gree and suning cooperation is extremely unpleasant, gree products even withdrew from the Suning channel, and with Suning dead enemy in March 2014 signed a 8 billion annual sales agreement.

This time the Gree "clear" movement, Su Ning sideline, not to get a dime benefits. In this way, Suning led the campaign to deal with Gree, all in reason.

Perhaps only Su Ning launched "exceptional action" to break the Gree Mingzhu "clear" dream, let Suning and other mainstream domestic brands breakthrough "Gree" price war and encirclement.

Beauty and Millet: New and old "enemies"

The field of air conditioning used to be a big one, the United States is only a follower. But now, the two are evenly matched. This process, the beauty of the time is very short. So Mingzhu's cannon fell on the body of the United States.

Recently Mingzhu shelled the United States "one night once electricity is false propaganda" is argued.

The United States is mingzhu special attention to the enterprise. Millet and the United States of cooperation, this is not about gree anything, but Mingzhu don't forget to attack way: "Two swindlers together, is a thief group." "It makes Lei follow the bad luck, then depressed."

Millet is not the production of air-conditioning manufacturers, originally with Gree has no direct competitive relationship. Millet main product is a smartphone, the second main product is the television. But perhaps in Mingzhu's opinion, you help my enemy, is my enemy.

The U.S. products cover almost all white electricity, small household electrical appliances, kitchen electrical products. and the TV business of Millet is the only lack of beauty. Cooperation between the two sides, let the industry look forward. Especially the beauty of the traditional advantages, and millet has internet thinking. Cooperation between the two sides is conducive to the integration of online. The terrible prospect of both sides holding hands is the place that Mingzhu agonizing.