Mingzhu talk about Gree second half: transformation to do, price war to fight

Brown plaid coat, yellow veil silk scarf, just to Beijing to participate in the "two sessions" of Gree electrical Appliances (000651.SZ, under called Gree) Chairman and president of Mingzhu, did not put the words last year "(air-conditioning industry) resolutely cleared" murderous.

But it does not mean that the iron will be "soft" in the air conditioning industry's price war this year. March 2 evening, Mingzhu in the "First financial daily" reporter interview, said, "profiteering era has no", this year, the price of inverter air-conditioning competition "of course continue."

Five years, 200 billion targets unchanged.

Gree has three consecutive years to increase the annual income of 20 billion, 2014 Gree's operating income climbed to 140 billion yuan. But last year's national day began a big price promotion to the outside world worried about the weakness of gree follow-up growth, this year to add another 20 billion?

"Shareholders will not open this year, I do not want to say directly, we five years (operating income) to achieve 200 billion yuan plan unchanged", Mingzhu Hanyun to respond.

Where does the space come from? " Technology instead! " Mingzhu simply said. She revealed that Gree PV central air-conditioning, foreign already has 120 orders, domestic also has more than 20 orders, there are several orders of products have been installed, such as a school in Tianjin. PV central Air-conditioning, so that the use of electricity, estimated 4.5 can be recycled investment costs.

"My family is also using photovoltaic air-conditioning. Gree Home with a multi-linked photovoltaic air-conditioning has been put on the market, the next family of other household appliances can also be powered by photovoltaic air-conditioning, but this will take time, because the city grid and home photovoltaic power generation between the two-way billing has not been straightened out.

In fact, home air-conditioning is still the main battlefield of Gree. In Mingzhu view, the current rate of domestic frequency conversion air conditioning only about 50%, "Let consumers use fixed-frequency air-conditioning prices, buy frequency conversion air-conditioning, this is what I want to do, this is not a price war."

The domestic air-conditioning market was depressed last year. As an air-conditioning industry "one elder sister", Mingzhu said, natural growth is not fast, does not mean that the market does not exist, the age of the fittest came. Consumers want the best products, the best prices, "I must sell." In addition, she denied that the inventory is too high, she said Gree sold 50 million units a year air-conditioning, headquarters plus channels have tens of millions of inventory is normal.

Gree related to the pace of diversification is also accelerating. And two or three years ago, cautious talk about refrigerators, small appliances, Mingzhu now high-profile for Gree's large pine small appliances, Crystal Philip Refrigerator "endorsement." She revealed that, in addition to rice cookers, water purifier, large pine cooker has just put on the market recently, the product line will expand. The prerequisite for expansion is "first quality, second technology, no more than two points".

With Gree Diversification, its smart home strategy has gradually surfaced. "Not with a mobile phone remote control appliances, is smart home", has always dared to do the Mingzhu, depicting a future scene "I want to open (air-conditioning) on, how many degrees." A year later, my mobile phone can monitor my home security, control. ”

She told the first financial daily reporter that Gree smart home is the focus of "energy (energy saving), safety, convenience, comfort, health." You will continue to see new products. Gree has set up a new automation, new energy, Health Technology Research Institute.

Internet transition is the "second half" focus

Before the spring festival in Guangdong "two sessions" period, Mingzhu to the media said with Millet chairman Lei "bet about" cancellation.

"Dong elder sister" and Lei in December 2013 of public gambling, was seen as the manufacturing and Internet Enterprises PK Classic Bridge. At that time, Lei said Millet will surpass Gree in five years, bet a dollar; Mingzhu immediately retort, believe that gree will not be millet beyond, and said dare to 1 billion bet.

"I saw in the media that he (LEI) had done real estate and he broke his promise by action." "Mingzhu confidently said," Bet not gamble, I am a winner, Gree has a strong innovative ability, innovation team. It (millet income) tax before 70 billion, I (gree Annual income) after tax 140 billion. Market capitalisation is only a reference, the real look is net assets, annual sales profits. ”

Despite the abolition of gambling, the manufacturing giant gree how to complete the Internet transformation, still Mingzhu "second half" focus.

November 2014 Gree Cat flagship store for the first time to participate in the "double 11" promotions, the same day online sales over billion, the implementation of Gree electric business strategy is also officially kicked off. Subsequently, Gree official online mall officially online.

The outside world is still worried, gree more than 20,000 stores, all over the price is not the same, and online prices are unified and transparent, gree how to coordinate the line under the interests of online, traditional dealers will be impacted?

Mingzhu revealed that Gree Online mall now trial operation has been one months, daily orders up to more than 10 single, low also has one or two single, consumers in the online consultation, understand much. Gree also has experience centers all over the world. For example, consumers to buy air-conditioning at 12 o ' night, can be online orders. Line online under the combination is to provide 0 distance service.

She frankly, now Gree line stores nationwide air-conditioning prices are basically unified. Gree more than 20,000 retail stores in the future with Gree Online mall to build a O2O platform, "Dealers can not be closed (means to earn extra profits), we must rely on the scale to make profits." "The resistance is not big, I give you free drainage (electric business orders from the nearest store to provide distribution installation services), we will have a system for the distribution of the nearest electric dealer revenue." Future offline stores remain the subject. ”