In the map of the home appliance industry, Gree Electric has always been a dazzling existence, and it has won wide recognition from the market and consumers with its excellent air conditioning products. However, with the continuous evolution of the market and the intensification of competition, Gree Electric is also facing unprecedented challenges. Among them, Dong Mingzhu, as the helmsman of Gree, her every decision affects the hearts of countless people.
In recent years, Dong Mingzhu has led Gree Electric to continue to explore on the road of diversification. From mobile phones to pre-made dishes, to chips and cars, Gree's tentacles seem to be getting wider and wider. However, these diversification attempts did not bring Gree the expected benefits, but made it confused to a certain extent.
In the field of mobile phones, Gree once boasted of its ambition to enter the market, but ultimately failed. Why? On the one hand, the competition in the mobile phone market is extremely fierce, and it is difficult to stand out without excellent products and unique market positioning; On the other hand, Gree, as a home appliance company, lacks the necessary technology accumulation and brand influence in the field of mobile phones. Therefore, the failure of Gree's mobile phone is also reasonable.
However, Dong Mingzhu did not give up his dream of diversification. Instead, she set her sights on pre-made dishes. As an emerging industry that has emerged in recent years, prefabricated dishes have broad market prospects. However, for home appliance companies like Gree, cross-border entry into the field of prefabricated dishes also faces many challenges. First of all, there are big differences between the prefabricated food industry and the home appliance industry in terms of product development, production and sales; Secondly, the competitive landscape of the prefabricated food market is not yet clear, and it is doubtful whether Gree can occupy a place in it.
In the field of chips and automobiles, Dong Mingzhu has shown unprecedented determination. She insisted on acquiring Zhuhai Yinlong (later renamed Greti), intending to open up a new battlefield in the field of new energy. However, the acquisition did not bring Gree the expected benefits. On the contrary, due to Greti's poor financial condition and debt problems, Gree's market value evaporated significantly in a short period of time.
In the face of doubts and criticism from the outside world, Dong Mingzhu still insisted on his decision-making. She believes that new energy is the development trend of the future world and an important opportunity for the transformation of China's manufacturing industry. Therefore, she is willing to invest more time and resources in Greti, and looks forward to its counterattack in the future.
However, Gree's path to diversification has not been easy. After trying in many fields, Gree did not find a new growth point that could replace the air conditioning business. As a result, Gree's revenue is still highly dependent on a single product of air conditioners, and the market risk is increasing.
So, how can Gree break the game? First of all, Gree needs to recognize its own advantages and disadvantages, and clarify its market positioning and development direction. In the process of diversification, Gree should give full play to its advantages in technology research and development and quality control, and choose areas with high relevance to the home appliance industry for expansion. For example, Gree can consider seeking breakthroughs in areas such as smart home and environmental protection technology.
Secondly, Gree needs to strengthen collaboration with partners to jointly develop the market. In the process of diversification, it is often difficult to succeed alone. Gree should actively seek cooperation with upstream and downstream enterprises and scientific research institutions to jointly develop new products and open up new markets. Through cooperation, Gree can reduce market risks and enhance brand influence.
Finally, Gree needs to focus on brand building and marketing. Brand image and marketing are crucial in the process of diversification. Gree should strengthen the shaping and maintenance of the brand image, and enhance consumers' awareness and trust in the Gree brand. At the same time, Gree should increase marketing efforts, publicize and promote new products through a variety of channels, and increase market share.
In short, Gree's diversification path is full of challenges and opportunities. In the future development process, Gree should give full play to its own advantages, strengthen cooperation, pay attention to brand building and marketing, and strive to stand out in the fierce market competition. As the helmsman of Gree, Dong Mingzhu's decision-making will directly affect the future direction of Gree. We look forward to the leadership of Dong Mingzhu, Gree can embark on a diversified development path of its own.
Dong Mingzhu