Mingzhu in the whirlpool: "exceptional" is boring.

Don't talk about Millet, Gree chairman Mingzhu's visit made reporters feel insipid. Even in response to the United States, Su Ning, Chi advanced 6 major air-conditioning brand launched "exceptional action", Mingzhu also just called "very boring." January 9, Gree won the third National Science and Technology Progress Award, Mingzhu again in the face of media talk, this time she no longer dozen mouth war, talking about Gree now and future.

Mingzhu said 2014 Gree will definitely be able to complete the 140 billion plan. She also revealed the idea never published, Gree in smart home is ready to fall within a year. She admits for the first time that Gree has entered a pluralistic age in "imperceptible".

In the outside world, this time mingzhu with a change, her words hidden in the future of Gree plan.

140 billion "trouble"

January 9 This day, the whole visit down, almost all "compulsory", Mingzhu not as before "bluster". A few days ago in the interview with the radio, Mingzhu said, will not be with Lei gambling media interview, also do not want to exhausted.

But when the media asked about the Gree 140 billion target, Mingzhu raised his voice, "the results don't have to be on my desk, and I know that our goals will come true."

In the second half of 2014, Mingzhu, who was mired in public opinion, almost "headlines every day". These are fundamentally rooted in Gree's year-end goal 140 billion.

Probably in July or August 2014, the weather is still hot, air-conditioning sales are still in the peak season. But the industry quietly spread a saying, that is, air-conditioning industry will encounter serious inventory peak, the entire industry inventory up to 20 million units. Air conditioning industry game rules are laminated goods, as the leading enterprises, in the channel has the absolute right to speak of Gree, become the industry's most worried object.

Industry crisis is not issued, Mingzhu still in the news from time to time, because with the Millet chairman Lei 1 billion gambling. At the end of 2013, Mingzhu and Lei together to obtain CCTV annual economic figures, two people "to gamble" millet 5 years can exceed gree. At that time Mingzhu officially connected with the bar Gree Electronics boss just over a year ago. In 2013, Mingzhu repeatedly said that Gree would grow 20 billion a year, 5 years (2017) to achieve 200 billion.

No challenge to the goal has been set, 2014 National Day, by Gree launched a price war is not surprising. "Gree has to go through price wars, digest inventory, squeeze out rivals, gain greater market share, keep its own leading position, and keep the 2014 target of 140 billion, clearing the barrier for 20 billion a year," analysts said.

Then, in November 2014, Gree launched to replace the old policy, "constant frequency conversion, legislation minus 1000 yuan." Mingzhu said she had prepared a subsidy of 5 billion yuan for sales of 5 million to 10 million units. December 2014, outside Mingzhu to the dealer's internal speech, its fierce "clear" plan exposure.

This package of moves out, the air-conditioning industry "bang" in the explosion opened a pot. Subsequently, Suning joined hands with the United States, Zhi high domestic 6 major air conditioner brand launched "exceptional action", "6+1" encirclement and suppression of gree. In this regard, Mingzhu that the topic "very boring."

A reporter asked Mingzhu, is not your point of view by others misunderstood, so just staged such a farce. Mingzhu's answer is well worth pondering, she said, "I have no contradictions with these enterprises, I believe they understand the head, nor misunderstanding." ”

"Smart home for the Year"

Gree franchise Air-conditioning products, now the volume of hundreds of billions, is from the delivery of 30 million or 40 million air-conditioning to achieve. Only one product on the past billion, China's home appliances enterprises in only. But the industry doubts that the next 200 billion, 1 trillion also rely on selling air-conditioning?

Many years of emphasis on the "specialization" of Gree has loosened. January 9 afternoon, Mingzhu to the media, Gree electrical appliances have unwittingly entered a pluralistic era. This is Mingzhu for the first clear stance on Gree diversity.

These two years, Gree has expanded the product category, including Crystal Philip Refrigerator, rice cooker, humidifier and other life-type small household appliances. Mingzhu once said, the crystal Philip Refrigerator and gree no asset relationship, Gree is only the technical output, but Mingzhu treat it but "as the", free for its endorsement ads. Gree Small household electrical Appliances company has been established for several years, 2013 because of the North American region of the outbreak of Gree Dehumidifier recalls, Mingzhu simply change the card "Big Pine", the district is also the protection of Gree brand.

Mingzhu Tan Chen, these categories and did not use Gree brand, but with the crystal Philip, Big Pine brand, in addition to the Gree brand, Gree electric appliances to create other international brands. Senior household appliances industry personage Liu Haoqing said, Gree so-called "pluralism" and "specialization" in fact not contradictory. "As long as not run away, still do electrical appliances, do deep industrial chain, it is still specialization, or called related diversification." ”

In this way, Gree acknowledges the diversity of the future. Immediately thereafter, Mingzhu a blockbuster "Smart home" program.

' We're not thinking about smart homes, ' says Mingzhu. Gree now implemented the first step, Zhuhai can remotely monitor the diagnosis of central air-conditioning throughout the country, to protect consumer safety and after-sales service. Gree to do the second step, is in the upper reaches of the technology, the grafting to the refrigerator and living appliances.

According to household appliance expert Liu Buzhong forecast, Gree current category is not rich enough, if playing smart home, the biggest possibility is to realize the intelligent control of small household electrical appliances.

However, a person familiar with the Beijing News reporter said, Gree has been looking for the key to start smart home, such as some enterprises with routers, some enterprises with boxes, and some enterprises with mobile phones to do intelligent control Center, Gree Choose Mobile phone as the most likely connection hub. So not long ago Mingzhu "minutes can kill millet" speech is not a temporary rise. Whether Gree will do their own mobile phone or with the mobile phone companies, there is no clear news.

As for Gree Smart home exactly what kind of, Mingzhu sold a. She said, "a year later, even less than a year time, you will see our smart home is what the status of Gree."

"Left hug right" and "single Fight"

Gree "Internet" in the further incubation of the same time, its opponents have already flashed cards. This is a challenge for gree.

At the end of 2013, Haier first exerting force, accept Alibaba 2.822 billion yuan to invest in Haier electrical appliances, Ali and Haier's Japan and Japan Shun Logistics jointly set up joint ventures, to create large consumer goods logistics distribution, installation Services. At the same time, Ali and Haier in the product of the marriage is also logical, not long ago, the two sides launched a joint Haier Ali TV.

At the end of 2014, the United States quickly completed the "left hug right", first received the Millet science and technology 1.266 billion yuan investment, the two sides agreed to smart home, mobile Internet, online integration and other aspects of cooperation. Subsequently, the United States in 2014 and the last day of the Beijing-East strategic cooperation, the two sides agreed in the smart home, logistics and distribution complementary, the annual operating target of 10 billion yuan.

There are analysis that the business cooperation between the two sides through strategic cooperation "to get the necessary" to complete their own short board and the transition period of support, obviously more intelligent than the single fight, so the future of traditional enterprises and Internet enterprises embrace "thigh" is a trend. Now, the United States hand in Beijing East Millet, and Ali Haier camp formation, two alliances in logistics, large data competition has just begun.

Just, in this round of competition, has been insisting on the independence of the gree was dumped in the back. Recently, Gree headquarters related to the Beijing News reporter said, gree in intelligent home, hope to create a real value for the user products, if this can be achieved, foreign cooperation is feasible, Gree did not set the framework. &NBSP