The internet is not just a power provider

Gree Electrical Appliances Mingzhu: The Internet is very important to manufacturing

["The most satisfying is the sublimation of corporate culture, each young person to find their own goals, they are not for the money, but for their own value and live." I have no pressure to challenge is myself. ” ]

and Lei (Millet company Chairman and CEO) to bet 1 billion yuan, firmly believe that the real enterprise more future gree electrical appliances (31.64,-1.11,-3.39%) Chairman and President Mingzhu, December 21 in the "First financial daily" reporter interviewed, said, large data era, the Internet management of enterprises , technology development, marketing and other aspects are playing a very important role, the electrical business is only one aspect. But Millet want in five years beyond gree impossible, the key is Gree has the core technology, this is the steady growth of gree is the backbone. The same day, Gree Electrical research and development of photovoltaic direct-drive inverter centrifuge system, was identified by the Expert Group as "international leader." Mingzhu said, the central air-conditioning will be gree electrical appliances in the future important growth point.

The internet is not just a power provider

First Financial daily: you and Lei bet 1 billion yuan, that millet five years still exceed gree, confidence from where?

Mingzhu: A lot of people have mistaken the Internet concept that online trading is the Internet. Internet emphasis on improving efficiency, the current gree sold the central air-conditioning has been achieved remote monitoring, if the machine is broken, remote can know, this is not the use of the Internet? In fact, Gree has come into this era, but we do not use the concept of packaging.

In the big data age, Internet technology is more used to improve products and efficiency, but also to upgrade services, but services are not unique (meaning the Internet is not just a power provider). Play the role of the Internet, more importantly, the efficiency and effectiveness of the show. And, no matter what form of sales, integrity this can not be lost. If not good faith, what marketing method will eventually be defeated.

Daily: The combination of manufacturing and the Internet is a trend, but many people think manufacturing companies lack internet genes. What do you think?

Mingzhu: If the internet gene is simply understood as marketing, sales channels, strictly speaking it has no direct relationship with manufacturing. But the internet is very important to the manufacturing industry, 2011, Gree Electrical Appliances income of more than 80 billion yuan, more than 90,000 employees; this year, Gree's income has nearly 120 billion yuan, more than 70,000 employees. Is big data useful to us? Very useful.

Daily: Gree all over the regional sales company has been doing electricity, the future gree electrical appliances from the national level to do the electricity business?

Mingzhu: We think that store is the traditional mode, the electric dealer is the modern mode, such understanding is inaccurate, because the traditional store can also be integrated into the modern way, so do not divide the two absolutely.

Daily: Gree's sales system in the future will not go O2O (line online fusion) mode?

Mingzhu: As long as the market needs, meet the needs of consumers, we will do.

Daily: When you bet with Lei, Jack Ma (Chairman of Ali Group) voted to support you. Will gree work with Ali in the future?

Mingzhu: This is another thing, Gree always meet the needs of consumers in the first place, to meet the consumer things we will do. Loyal to the market, good faith in the consumer (business), I am sure cooperation, this is the choice of gree electrical appliances. If with deceptive, shoddy, certainly is not the cooperation object.

Daily: Do you think it is time to speed up the development of the electricity business channel?

Mingzhu: This is not considered today, it is late to consider it now.

Daily: What is the specific plan? In the future, the electric business will be in the sales of gree electrical appliances accounted for how much proportion?

Mingzhu: A variety of forms of marketing is inevitable. But the proportion of the electricity quotient, by the market to decide, if we rigidly divide, is unscientific. I will not say how much the electricity quotient accounted for, nor when to start doing, I just say what the market needs (channel mode), we provide how (channel mode). You (the consumer) like to buy online, I will be on line; you like to buy offline, I'll supply it online. and air-conditioning products are more special, not online sales are over, there are a lot of services to keep up, we will be responsible for the consumer attitude, to steadily promote (electricity business).

Gree more care is to bring consumers surprises, not cold products, next year will push limited edition products, family use, the world only 50,000 sets of collections, then tell everyone.

Daily: Gree Air conditioning price is stronger, with the electricity business cooperation, will the price change? How to deal with the online price war?

Mingzhu: Gree Air conditioning is not because in the physical store and the price is high, that is used by the materials and technology, so gree air conditioner line will not have price differences, online sales increased the warehouse, logistics costs, so the overall cost will not be reduced.

The price war on electricity dealers, we look at the normal mentality. Electric dealers just add a way to sell.

Daily: With the line under the integration of online promotion, gree air-conditioning large store system will be open to the third party?

Mingzhu: Gree's products will become more and more rich, we (the store) began to focus on family operations (solutions) in the direction of development, even to a community (solution) direction. Because we have this (refers to the photovoltaic Direct Drive centrifugal unit) products, can change the status quo.

Daily: Will gree store open to other brands?

Mingzhu: To the two-year free replacement, six years of free maintenance as the first condition, such as Crystal Philip Refrigerator (note: Now by Gree Core dealers operation, has entered the Gree store).

"I have no pressure to challenge is myself"

Daily: Is this the beginning of the diversification of Gree electronics?

Mingzhu: I never said gree electrical appliances Diversification, but our technology has long been diversified, we have so many good technology, do not spread on the pity.

Daily: What is the new strategy of gree internationalization next year?

Mingzhu: Now the export in Gree total income accounted for than 15%~20%. Gree will go to the world, the International strategy unchanged, gree to let the world 7 billion people are using gree air-conditioning, but this should be down-to-earth, not clouds. The central air-conditioning will also be the new growth point of gree Export, now the central air-conditioning export volume is very large.

Daily: 2013 What is your most satisfying thing? What is the most stressful thing?

Mingzhu: The most satisfaction is the sublimation of corporate culture, each young person to find their own goals, they are not for the money, but for their own value and live. I have no pressure to challenge is myself.

Daily: You were rated as 2013 China economic figures, Gree has become a successful representative of the entity enterprises, but the current domestic real economy is facing a difficult transition, the renminbi, labor costs are rising, what do you suggest to upgrade China's real economy?

Mingzhu: Some people feel the pressure of transformation and escalation. Encountered obstacles, is not prepared in advance. No request also to upgrade, we can not always only big row of the same enterprise. The value of an enterprise is to create, to change, not to imitate.

Daily: A new round of state-owned enterprise reform is brewing, what do you expect? Will gree promote equity incentives?

Mingzhu: Regardless of individual investment, or state-owned enterprise investment, should be responsible for shareholders. Aren't the investors your mother-in-law? You have to look at companies in the eyes of listed companies. Over the years, Gree have no equity incentive, as well as live, equity incentive is not the only way, nor is it an absolute effective way.