Although the demand for air conditioning in the market continues to be strong, and the sales of air conditioners on major e-commerce platforms are also general**, the market performance of Gree air conditioning in the past year does not seem to have fully grasped this opportunity and shown its due competitiveness. In the pre-order activities of major e-commerce platforms, Gree's performance is particularly noteworthy.
According to the data, even Gree's best-performing model has only reached more than 5,000 pre-orders, which is relatively weak in the huge air conditioning market, ranking only ninth on the pre-order list. This achievement not only failed to demonstrate Gree's position as a leading enterprise in the air conditioning industry, but also exposed the decline of its market influence to a certain extent.
It is worth noting that the champion of the pre-order list is not the traditional air conditioning giant, but Xiaomi, which was not optimistic about Dong Mingzhu, the former head of Gree. Xiaomi Mi 1The number of pre-sales of 5P giant power-saving air conditioners in this event exceeded 50,000 units, and the actual number of pre-sales has reached an astonishing 630,000 units.
This data not only proves Xiaomi's strong momentum in the air conditioning market, but also highlights the dilemma of traditional air conditioning giants such as Gree in market competition. In the face of strong competition from brands such as Xiaomi, Gree Air Conditioner needs to deeply reflect and re-examine its market strategy and product innovation.
In the current market environment, brand influence and traditional advantages alone can no longer guarantee continuous leadership. Gree needs to pay more attention to the changes in consumer demand and increase investment in product innovation and technology research and development to create high-quality products that are more in line with market demand.
Xiaomi's Mi Home Air Conditioner is widely loved by consumers because of its excellent design, intelligent operation experience, and highly competitive pro-people**. These factors together have created the high cost performance of Xiaomi air conditioners, making them unique in the market, and the sales volume is staggering, which can be said to be a new dark horse in the air conditioning industry.
The Xiaomi air conditioner implements the core concept of minimalism in the exterior design, and the whole machine is based on pure white as the main color, cleverly matched with a round LED screen. This simple and high-end design style is not only beautiful and generous, but also highly compatible with the aesthetic needs of young consumers.
Intelligent operation is another highlight of Xiaomi air conditioners. Through the APP or Xiao Ai's voice control, users can easily achieve remote control, which saves time and effort. In addition, Xiaomi air conditioners can also be seamlessly connected with other smart devices to create a smart and connected living space for users, so that technology can add color to life.
In terms of **, Xiaomi air conditioners have won the market with extremely high cost performance. Its arrival price is only 1899 yuan, which is nearly 1,000 yuan cheaper than similar products such as Gree. However, the Xiaomi air conditioner is not inferior in terms of performance, with an APF value of up to 527. It has the function of automatic cleaning, and the noise is only 18db. These advantages make Xiaomi air conditioners extremely competitive in the market and become the first choice of consumers.
Interestingly, Dong Mingzhu once questioned Xiaomi's business model, calling it a private label company, and confidently stated that if Lei Jun set up factories to produce products like her, she believed that Lei Jun would lose to herself. This point of view stems from the comparison between Xiaomi and Gree in terms of performance.
Although Xiaomi's revenue in 2019 has not surpassed Gree, just a few years later, Xiaomi has not only surpassed Gree in performance, but also continued to maintain a growth momentum. Despite the impact of declining sales in the smartphone market, this Xiaomi still far exceeds Gree's revenue.
In fact, Xiaomi's total revenue in the first half of 2023 is as high as 126.8 billion yuan, while Gree's revenue in the same period is only 9979 billion yuan. This data undoubtedly reveals a significant difference in market performance between the two. However, the reason why the "OEM" criticized by Dong Mingzhu can surpass Gree in today's market is not just because of superficial phenomena.
Although some of Xiaomi's products are indeed produced by OEMs, this does not mean that they are purely private label products. Xiaomi has always adhered to independent innovation and R&D in terms of product design, functional performance, and user experience. Dong Mingzhu may have only focused on the superficial situation, but failed to understand Xiaomi's internal strength and strategy.
Xiaomi's operating model is fundamentally different from traditional OEM brands such as Antarctica. Xiaomi is not only deeply involved in the entire life cycle of products, from design to production, to pre-sales and after-sales services, but also maintains strict quality control and service standards. This kind of comprehensive participation and control ensures the high quality and user satisfaction of Xiaomi products.
In addition, Dong Mingzhu seems to have failed to accurately grasp the preferences and needs of young consumers. In the current market, young consumers prefer intelligent, efficient and environmentally friendly air conditioning products, and Gree's conventional standard air conditioners are too traditional and uncompetitive in this regard, which also leads to Gree's backwardness in the market to a certain extent.
If you want to buy a Gree smart air conditioner, you need to pay up to 4000 yuan, which weakens its cost-effective advantage to a large extent, so it is better to choose this Mijia air conditioner, **less than two thousand yuan, and it is very easy to use,If you have friends who like Mijia's air conditioner, you can click on the product card to place an order to try!
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