Mingzhu talk and Lei "billion" gambling: who can become a century enterprise

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Yang Guang net Tianjin September 11 News (reporter Zhang Yi cotton Zhang Ganingjalin) According to the Voice of China, "news in the vertical and horizontal" report, she, known as "home Appliances Queen", and her related words are mostly "overbearing", "strong" related.

She, from 1990 of an ordinary grassroots sales staff, to today's world's largest air-conditioning enterprises "head".

She is the 11th in the Fortune Asia Business Women's List of entrepreneurs, in the eighth session of the Summer Davos forum as a mentor and participants to share the "innovation" experience and understanding of "Gree Electrical director" long Mingzhu. What kind of stories are hidden behind her?

Reporter: How do you evaluate yourself in a word?

Mingzhu: I'm a man who sells air conditioners.

Mingzhu said will sell air-conditioning, is definitely good at the meaning. 1992, her personal sales in Anhui exceeded 16 million yuan, accounting for the entire company's one-eighth. In 1994, Mingzhu became the Gree management minister, and in a year, Gree's turnover increased from 400 million to 2.8 billion yuan. 2001 Mingzhu as general Manager, 12 years, Gree's turnover soared from 6 billion to 120 billion. Mingzhu is also known as the "Marketing Queen". In a dialogue with China, the 60-year-old Mingzhu can blurt out the sales figures for that year. What she said would sell air conditioners and include "focus". She said that some enterprises through the relationship, backstage and other "unspoken rules" to get the market, Gree rely on the product's technology and quality:

Mingzhu: Gree Electrical appliances have always been very high requirements. Only follow the path of specialization and never do speculative business. Although the real estate is very lucrative, everybody goes in. In our home appliance industry, almost no enterprise is not engaged in real estate. Gree may be an exception, the only one does not engage in real estate business, is gree.

In this year's domestic household appliances industry overall downturn, gree in the second quarter of the performance growth has slowed. Mingzhu's answer to the goal of 140 billion this year is firm, and slightly stronger:

Mingzhu: It wasn't known until December.

Journalist: Do we still have a downward trend?

Mingzhu: I never thought I was slipping.

Reporter: But this figure is showing the decline?

Mingzhu: It depends on what you use, because my goal this year is 20 billion, goal 20 billion. 120 billion grew 20 billion, 120 billion to 140 billion, not as the past 20%, 30, with a percentage to confirm its target implementation. And our goal is to achieve a fixed 20 billion annual growth target to lock.

This March, a television advertisement to many people left a deep impression, a lot of ordinary consumers, is through the television ads know Mingzhu.

and other stars endorsement of the ads, in order to achieve the above ads "central air-conditioning without electricity" commitment, Gree boss Mingzhu personally battle, portrait performance. Another free ambassador in the ad is the well-known business tycoon Wang. Both sides of the strong alliance, attracted a lot of eyeballs.

A not electricity of gree PV air-conditioning, why can promote Mingzhu and Wang, two Chinese top entrepreneurs to 0 pay, in the advertisement "hand out Mirror"? Mingzhu gave the answer:

Mingzhu: There is no special. The biggest feature of PV air-conditioning is that it doesn't consume electricity. If we use all of China's market for PV air-conditioning, it means we save 30% of the power of this resource consumption. Who is the biggest consumer of electricity? That is Wang, he also used my air-conditioning, with such technology recommended to him, he certainly readily accepted. So he is willing to sponsor to do such an advertisement.

The industry to photovoltaic air-conditioning, this type of electricity-not-use air-conditioning as a subversive innovation in the home appliance industry. Mingzhu has high hopes and confidence in PV air-conditioning. She said that by abandoning her celebrity endorsement, she was "on the horse" to give the consumer a promise:

Reporter: This advertisement after the air conditioner sell well?

Mingzhu: Yes, of course. We have tried an air-conditioner ourselves, we have consumed 1.8 million of our electricity, and we have earned 900,000 of the cost back.

Reporter: It seems to be satisfied with the advertisement.

Mingzhu: Because it is not advertising to achieve the sales, it is indeed a product, the consumer has brought a change. And this air-conditioner has become a power station, and I have the extra power to switch to the city grid through my hair, which is very meaningful.

Mingzhu in his autobiography 14 years ago, "chess World" said, "I have never made a mistake, they do not admit their mistakes, they are always right." "Now, in the course of her dialogue with reporters, she has reconfirmed this assessment. This rigid, persistent, unyielding character is also embodied in and lei "billion" gambling on. 2013, Lei said that five years if the turnover of millet model to defeat Gree, Hope Mingzhu compensate himself 1 yuan, Mingzhu on the spot response, if defeated, willing to bet 1 billion yuan. Today, Mingzhu's view of millet remains unchanged:

Mingzhu: My confidence comes from, first of all, it's not the boss of the mobile phone industry. The second I think Gree is the biggest difference, it is not a simple combination factory. It is an enterprise that can create the core technology of the upper end. So I want to gamble with Millet is we can, who can become a century enterprise. No matter whether it is profitable or scale, it is a flash in the pan without a sustainable guarantee. That's not the business we want.

Mingzhu says the cheats of the company to live forever are "constantly challenging" themselves. For the Internet, as long as the benefit of consumers, to reduce costs, Gree will also try to not even exclude and Alibaba (rolling information) Ma Yun cooperation possible. As the global air conditioner leader, "The Boss", has been deeply branded Mingzhu "mark" Gree electrical appliances, will be how in the transition of China, the rise of the internet in the background of the emerging, innovation, we will wait and see.