A few days ago, Dong Mingzhu, chairman of Gree Electric (000651, SZ), taught the first lesson of Dong Mingzhu's self-media public class in Guangzhou under the title of "2016 Enterprise Dilemma and Breakthrough".

After Gree ’s revenue plummeted by nearly 40 billion yuan in 2015, Dong Mingzhu said again in a public class about Lei Jun ’s 1 billion yuan gambling contract, “Everyone says Dong Mingzhu is dead, and I live very well . Rest assured that he must lose in the end. The real dilemma is in my heart. As long as there is no dilemma in my heart, all difficulties are not difficult. "

In the open class, Dong Mingzhu showed off the Gree 2nd generation mobile phone again. According to the reporter's understanding, Gree's 2nd generation mobile phones are accepting reservations on the spot, but the products will be available on June 1.

"It must be him who loses last"

"Some people have recently commented that I am a 'net red', and net reds are net reds, and I just want to tell the truth. Everyone says a billion gambling game, and Dong Mingzhu is dead, but I still stand here to speak today, and I live It ’s very good. ”After Gree Electric ’s 2015 revenue suffered a major slump, Dong Mingzhu said in a public class on May 15 when he talked about Lei Jun ’s 1 billion yuan bet.

12In December 2013, in CCTV's "2013 China Economic Person of the Year Selection", Xiaomi Chairman Lei Jun and Dong Mingzhu made a "1 billion gamble" to bet on "whether Xiaomi's turnover can beat Gree in 5 years". Although Lei Jun and Dong Mingzhu both later expressed "jokes" to the outside world, the issue of betting on the deal has always attracted outside attention.

"But rest assured that he must lose in the end." Dong Mingzhu said.

It is worth noting that behind the statement of Dong Mingzhu, it is Gree Electric's "unsatisfactory" performance in 2015. According to the annual report of Gree Electric, the company's total operating income in 2015 was 100.564 billion yuan, a year-on-year decrease of 28.17%, which was close to 140.05 billion yuan in 2014, a decline of nearly 40 billion yuan.

In the face of Gree's performance last year, Dong Mingzhu said, "The greatest success of a person is the courage to face it openly. Without such a mind, it is difficult to do good business." But at the same time, although the theme of this open class is "corporate dilemma" "With the situation broken," Dong Mingzhu does not seem to acknowledge that Gree Electric Appliances is facing a difficult situation.

"By 2015, it has dropped by more than 39 billion yuan. Based on the 1 billion yuan revenue company, that's 39 companies. Many people say that Gree has problems and Gree can't. Every enterprise must fully understand the status of the enterprise and whether the company The problem is to judge it by yourself. Some people often say that this person is not good, the outside is beautiful, but I have cancer. Although I wear a little bit, I have a strong physique. Therefore, we often find in the market that this company is very OK, but suddenly it disappeared. This is a long-term accumulation, but I didn't say it. "Dong Mingzhu said.

Dong Mingzhu attributed the decline in last year's performance to the price adjustment of Gree Air Conditioning. She told the on-site media that last year, the profit was given to the market 18 billion yuan. "I have the lowest profit in this industry. I dare not make too much money."

"Sales in 2015 fell by more than 39 billion yuan, but we have achieved the highest market share in history, reaching 50%. Last year, our net profit margin also increased year-on-year, which shows the effectiveness of internal management." Dong Mingzhu said .

Regarding Gree's transformation, Dong Mingzhu believes that "one is efficiency and the other is quality."

Dong Mingzhu borrowed media to play marketing

In the many transformations of Gree Electric, the trend of Gree mobile phones has always attracted much attention. The reporter learned that on April 19, Dong Mingzhu broke through the self-media platform to disclose the real photo of Gree's 2nd generation mobile phone. Dong Mingzhu said that he has used Gree mobile phones for four months and made nearly a hundred suggestions.

On May 15, Dong Mingzhu also unequivocally brought a number of Gree products such as IH rice cookers and "painting age" air conditioners, playing promotional activities through open classes. Gree's 2nd generation mobile phone also appeared again.

The reporter learned from the Gree field staff that compared to the low price of Gree's first-generation mobile phones, the pre-sale price of this phone is set at 3,300 yuan, and audiences can book it, but it will not be available until the product is available on June 1. goods.

In fact, after Dong Mingzhu proposed to make a mobile phone, the market was more skeptical of this decision. Dong Mingzhu responded by saying, "Many people say that the mobile phone market is the Red Sea. I think the Red Sea depends not on the market, but on yourself. You do better in this industry than others. There is never a Red Sea. Technology, quality, and integrity. It ’s worse than others, and you are the Red Sea. For me, the only Red Sea is that you cannot challenge yourself for no other reason. "

The first mobile phone industry research institute director Sun Yanhuan told reporters that China ’s current mobile phone brands selling more than 2,000 yuan are mostly Apple, Samsung, Huawei and other big brands. Online promotion alone, without long-term cultivation of offline channels is difficult to sell . In his opinion, Gree's real purpose in making mobile phones is to use mobile phones to enhance the concept of smart homes, and to start the air-conditioning replacement market to serve its main air-conditioning business.

The reporter noticed that Dong Mingzhu recently posted the suggestions of Gree 2nd generation mobile phone sub-brands on his own media platform, and officially collected the brand name of Gree 2nd generation mobile phones. Therefore, Gree Mobile does not rule out the use of other sub-brands