Not long after the Ziru incident, Gree fell into the "Bombardment of Meng Yutong" incident again, and the "Bombardment of Meng Yutong" was unsettled, and Gree Electric Appliances was on the hot search again, Dong Mingzhu responded, using the wrong Meng Yutong?In this regard, netizens were uneasy, and they all said that Dong Mingzhu's pattern was too small, and Li Guoqing, the founder of Dangdang.com, also said that Dong Mingzhu dropped his price in the matter of treating Meng Yutong.
It has been observed that behind the bombardment of Meng Yutong, Gree Electric is actually falling into the quagmire of "Dong Mingzhu"!In Zhuopu Consulting's view, this is not essential. Zhuopu Consulting believes that behind the bombardment of Meng Yutong, Gree Electric is mired in the quagmire of "serious lack of instinctive strategy"!
Instinct strategy is the brand marketer pioneered by Zhuopu Consulting, in a word, it is to create differentiated competition through instinctive strategy. How to build?It is to seek internally, based on brand instinct, rather than externally, based on competitors. That is, not to be different from competitors, but to be different according to one's own instincts. It can't be a fiction, and it can't be far-fetched. Because enterprises are running for sustainable management and long-term development, the strong differentiation is not sweet. The original intention is brand marketing planning, through instinctive strategy, to create differentiated competition. Extending to the employment of people, it is to differentiate the employment according to the instinct of talents.
Why is it said that Gree Electric is mired in the quagmire of "lack of instinctive strategy"?
The conflict between Gree Electric and Meng Yutong is essentially a conflict of "people are difficult to do their best". Meng Yutong has already shown her instinct to the whole network - Internet celebrity. In other words, she should have become Gree's "Dong Yuhui" and "Li Jiaqi", and she also has that potential.
But Dong Mingzhu angrily reprimanded Meng Yutong for "using the platform to be an Internet celebrity", demanded Meng Yutong with secretary standards, and accused Meng Yutong of not being able to write an article as a secretary.
Whether it is a secretary with a monthly salary of several thousand yuan, or an Internet celebrity with an advertising fee of hundreds of thousands and millions, it cannot be said that 100%, at least 99% of people will choose the latter. How can you blame Meng Yutong?
Sun Tzu's Art of War said: "Those who are good at fighting seek the situation, not blame others;."Therefore, it can choose people and let them go. "Good managers and managers of enterprises, isn't that the case?
Instinct is the potential of the root, and the instinctive strategy is to choose "resources and mechanisms" and let the situation go. Obviously, what Dong Mingzhu and Gree should do is: follow the instinct of talents, vigorously support, create opportunities, and apply "work" according to their aptitude, do not let people accommodate their posts, but let their posts accommodate people, fully stimulate the potential of talents, and achieve multiplication of performance.
Gree (formerly known as Zhuhai Air Conditioning Factory) was founded in the early 1980s. Since its establishment, it has grown rapidly, quickly becoming the number one in the domestic market, and has developed to the international market, and by 2005, has become the world's largest air conditioning manufacturer. It can be said that at that time, he was invincible all over the world.
But things are different now. The financial report for the first half of 2023 shows that Midea's revenue is 19779.6 billion yuan, a year-on-year increase of 769%；Gree, on the other hand, performed averagely, with a revenue of only 9979 billion yuan, a year-on-year increase of 416%。In the first half of the year alone, there was a difference of nearly 1,000 "small goals" between Midea and Gree. Where is the scenery of the past?
Although on the air conditioner, Gremei said his own thing. According to Midea's financial report in 2022, according to Aowei cloud network data, Midea's household air conditioners have the largest online and offline market share in the domestic industry. Gree's financial report said that according to the domestic sales data of household air conditioners in 2022 in "Industry **", Gree air conditioners will be 33The 9% share ranks first in the industry. But after all, the revenue is a big gap.
Why is this happening?From the fact that Gree Electric Appliances and Dong Mingzhu have repeatedly made headlines over the years, it can be illustrated.
On March 31, 2015, the Gree mobile phone brand was officially launched. In May 2022, Dong Mingzhu also said in an interview with CCTV: "Now I am still making mobile phones. I haven't really rolled out to the market to do sales, but I've been doing it for generations. ”
In 2016, it invested in Yinlong New Energy, aiming at new energy vehicles. At that time, Dong Mingzhu's decision was strongly opposed by the board of directors, but it did not stop Dong Mingzhu's determination to acquire Yinlong, and he personally held Yinlong.
Not only that, Gree Electric is also making prefabricated dishes and chips.
Dong Mingzhu also participated in many variety shows: "Luyu has an appointment with a big coffee for a day", "I am the founder" as a guest speech, "Hometown" as a guest speech, "Meet the Big Coffee Season 3" Dong Mingzhu interview, "The Strongest Brain" season 4 as an observer, "I Don't Know" season 1 as a guest, "I am a speaker" as a guest speech, and "We are new to the workplace".
Dong Mingzhu met Meng Yutong in the variety show "We Are New to the Workplace" in 2021.
Gree also laid out live broadcast delivery. I have to say that the results are good. In 2020, Dong Mingzhu tested the waters of live broadcasting, with 13 live broadcasts a year, bringing more than 47.6 billion goods, and completed Gree's performance in the past quarter by himself.
Throughout the view, there are good and bad projects, but none of them can escape the fact that they ignore Gree's instinct.
What exactly does Gree have and what can it do?Figuring out the current instinct of the brand and the enterprise, Zhuo Pu believes that this is Gree's top priority. Gree needs to make a decision on the spot, make a choice based on the brand and Dong Mingzhu's instincts, and then focus relatively on it, rather than thinking that I can do anything.
From Meng Yutong to many cross-borders, from small to big, it reflects Gree's lack of instinctive strategy from employment to business, Gree's management to operation, and Gree's instinctive strategy from the inside to the outside.
In fact, not only Meng Yutong and Gree, but also everyone, things, brands, organizations, regions, and countries have their own instincts. As long as you follow your instinct and follow the trend, your life and career will naturally open up and climb higher. On the contrary, it is difficult to move forward with constraints everywhere.
The above are some humble opinions of Zhuopu Consulting from the instinctive strategy of the "Dong Mingzhu Meng Yutong" incident. Only by knowing instinct can we understand strategy. Only by knowing instinct can we reach our full potential. Encourage all entrepreneurs.