Whatever you do, I'll be cheaper than you.

Gree, who has always advertised himself as "Mastering the Core technology" and disdains the price war, has finally put down his posture and announced to his opponents: "No matter what you do, I will be cheaper than you." ”

The appearance of the price offensive in some of the peers seems to have a hint of provocation. September 26, one of the main local newspapers, "Jinan daily" in the top News page published a "Gree warning" for the title of the promotional ads. Advertising is known as "to all home appliance peers", announced Gree electric appliances to spend Bai price war, the national day period concessions unprecedented strength.

Interface reporter learned that every year, the Shandong Gree Branch will have the province to promote promotional activities. But this time the difference is that the entire activity by Gree electric Appliance Headquarters Unified deployment, deployment of national resources, and for the provincial sales companies set a "unified price", no one above this price sales. A distributor in Shandong also revealed that the price reduction is not limited to Shandong, but starting from 27, 28th this month, in the country all the Gree Channel Unified deployment.

A Beijing Gree store issued the leaflet also indicated that 9.19-10.8th, gree inverter will reduce the price of 3000 yuan, buy gree Universal Wang Inverter air conditioner also send a value of 3888 yuan Air purifier. At the same time, Gree also in Guangzhou, Hunan, Sichuan, Shaanxi and other regions at the same time launched a substantial price reduction promotional activities, and dubbed "the strongest in History", "Gree Storm" and other words.

There are signs that Gree is launching the first comprehensive price war in 20 years.

The data show that 2014 1-June, air-conditioning market volume reached 25.99 million units, an increase of 10.8%, air conditioning market retail sales reached 89.3 billion yuan, an increase of 11.1%, is expected in the second half of the air-conditioning market growth will slow.

In such a market context, Gree is encountering the opponent's tight pursuit, especially the United States.

Another industry advisory body according to the Austrian dimension consulting data, in 2014 第27-30 week (June 30 July 27) of the overall air-conditioning market, the United States brand share of the beginning to exceed Gree, the share of the difference between the largest or even reach 4%. The bad news from the United States also includes two times in the week of August when the US group surpassed Gree.

Gree Jinan Sales Director Zhao to the interface reporter said that the anti-season price war also has the performance of the consideration. Prior to this, the Gree shareholder meeting had emphasized 2014 Gree electric appliances to complete 140 billion revenue target. Gree Electrical Appliances semi-annual report, the first half of the year's income growth of 9.4% to 57.9 billion yuan, which means that the second half of the gree need to sell 82.1 billion yuan to reach the target.

Gree inside even outgoing discourse, "to the price of this market the most sensitive nerves, mercilessly hit." Gree Shandong Branch of the market horse surname responsible to the interface reporter confirmed that the sales company just shipments, lost by the headquarters responsible. This "naked" emphasis on sales is the first in Gree's history.

In fact, on September 10, Gree Electrical Appliances Chairman and president of Mingzhu in Tianjin during the summer Davos forum had released this signal, said "in the ' Made in China ' part of the enterprise is not to make up, in order to hit the market with price competition, low price or is to lose, or Jerry." Gree air conditioning that there is a loss of spirit, even if the price war to ensure quality. ”

This from her to say "consumers are not the beneficiaries of price war, Gree determined not to play price war" This sentence, has been over 5 years, the market has already undergone a great change.

Dealers bear the brunt and will undergo considerable pressure. Gree Guangzhou Branch insiders to the interface reporter confirmed that the event in Guangzhou, the sales target is to sell 3 to 40,000 units. According to this calculation, Guangzhou existing about 100 Gree sales terminals, the average of each terminal to sell 300 to 400 units during the event. This for some performance general dealers will be a big test.

Dealers expressed a contradictory mentality, on the one hand, the pressure is heavy, on the other hand, said that "the company does not exist in the inventory problem." When the interface reporter to many gree dealers to verify, are denied.

Industry web site Aiken Home Grid Statistics, 2014 annual domestic air-conditioning market left inventory reached 28 million sets, the same period in the previous year, the number is less than 10 million sets. 2015 Digest inventory has become an important task of major air-conditioning brands, while the domestic market share occupies the top two gree and the United States, naturally become a large inventory.

The figures suggest that the US price offensive may also be followed.

Wen/Song Jianan