Beijing
[Dahecai Cube Reporter Duan Weiduo] On May 22, Gree's ice-washing household appliances strategy and new product tasting meeting was held in Luoyang, Henan. At the event, Dong Mingzhu said that Gree has achieved the transformation from "good air conditioners" to "good electrical appliances".
Dahe Cai Cube reporters learned from on-site interviews that in the past few days, Dong Mingzhu "checked in" Luoyang Hanfu twice in a row and visited the Longmen Grottoes at night, which attracted much attention. While experiencing Luoyang culture immersively, you can see that Dong Mingzhu is also sparing no effort to build momentum for the "restart" of Gree's refrigerators, washing machines and other businesses.
Dong Mingzhu: Gree has achieved this strategic change
On May 22, Gree’s ice-washing household appliances strategy and new product tasting meeting was held in Luoyang. Nearly 1,500 guests including Niu Gang, Vice Mayor of Luoyang City, Dong Mingzhu, Chairman and President of Gree Electric Appliances, as well as dealer representatives, consumer representatives, and media attended the event.
"Gree has achieved the transformation from 'good air conditioners' to 'good appliances'. Technology and quality have allowed Gree to achieve a real leap." Dong Mingzhu said, "Gree has a vision and dream, which is to bring global consumers Say to Gree: Gree is great!”
Dong Mingzhu announced that Gree Electric will set up sales companies for refrigerators, washing machines and household appliances in every province in the country. Previously, Gree Electric had established air-conditioning sales companies throughout the country. Refrigerators, washing machines, and household appliances were sold through air-conditioning sales companies. Dong Mingzhu said that in the past, Gree had more than 100,000 employees and hundreds of R&D personnel; now Gree has 80,000 employees and 15,000 R&D personnel.
Facing dealers from all over the country, Dong Mingzhu promised not to let dealers do business at a loss. "Gree hopes to work with dealers to open up a new chapter for the business of refrigeration and washing household appliances and make due contributions to making the world fall in love with Made in China."
At the event, Lu Luqun, Sales Director of Gree Electric Appliances, said from "Technology The three major advantages of "manufacturing, channel layout, service network" and the perspective of new retail digital empowerment introduced Gree's ice-washing household appliances sales strategy; Zhu Lei, marketing director of Gree Electric Appliances, shared the brand strategy; Li Xiao, head of Henan Gree Ice-washing Sales Company, introduced It has established a new operating model for Gree ice-washing and household appliances in the Henan market.
What signals does Gree’s new action release?
What new products were released on site? Increasing investment in the refrigeration and washing market, what signals does Gree Electric’s new actions release?
The reporter noticed that the theme of this event is "Gree takes another leap forward, driven by technology, to reach the peak of ice washing." It can be seen that "technology" is the protagonist of this conference. A number of new refrigerators and washing machines were released on site. Among them, a Gree heat pump washing machine demonstrated on-site the washing and care of clothing made of four different materials, including down jackets, shirts, silk scarves and Hanfu.
An industry insider told reporters that in recent years, with the acceleration of China’s consumption upgrading trend, refrigerators and washing machines haveThe market demand for refrigeration and washing household appliances such as clothes machines continues to rise. Data from the National Bureau of Statistics show that from January to March 2024, the output of household washing machines reached 25.599 million units, a year-on-year increase of 13.8%. According to data from the General Administration of Customs, China exported 7.13 million refrigerators in April 2024, a year-on-year increase of 21.0%; the cumulative exports from January to April were 24.91 million units, a year-on-year increase of 30.3%. This shows that the ice washing market not only has strong growth in the domestic market, but also performs well in the international market.
China's home appliance market is gradually moving from the "incremental era" to the "quality improvement era". Consumers have put forward higher requirements for the quality, intelligence, health and environmental protection performance of home appliances. Currently, large-scale “trade-in” of consumer goods is being promoted across the country. Through "replacement of old products with new ones", more green, smart and high-quality consumer goods will be promoted into residents' lives, thereby promoting consumption upgrades and releasing consumption potential.
"Gree chose to increase its investment in the ice-washing market at this time because it has spotted the huge potential and growth space in this segment." said the above-mentioned industry insiders.
Previously, Gree Electric released its 2023 annual report and 2024 first quarter report. Data show that in 2023, Gree Electric achieved revenue of 203.979 billion yuan, a year-on-year increase of 7.93%, and net profit of 29.017 billion yuan, a year-on-year increase of 18.41%.
Specifically, Gree Electric’s air conditioning business revenue in 2023 was 151.217 billion yuan, a year-on-year increase of 12.13%, accounting for 74.14% of operating income; household appliances revenue was 4.002 billion yuan, a year-on-year decrease of 12.39%. Accounting for 1.96% of revenue, industrial products revenue was 10.003 billion yuan, a year-on-year increase of 31.63%, and operating income accounted for 4.90%. In addition, there are smart equipment, green energy, and other main businesses.
From checking in Hanfu to night tours in Longmen, Dong Mingzhu frequently appears behind the scenes in Luoyang
In the past few days, Dong Mingzhu has frequently appeared in Luoyang, with two sets of different styles of Hanfu looks quite "out of the circle".
On the evening of May 12, Dong Mingzhu experienced Hanfu makeup at a Hanfu museum in the ancient city of Luoyi and said: "Luoyang allowed me to wear Hanfu for the first time in my life."
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On the evening of May 20, Dong Mingzhu brought a number of female entrepreneurs to the ancient city of Luoyi again, where they "travelled" through cross-dressing to experience the beauty of Chinese classical costumes and experience various traditional cultures.
On May 21, the Luoyang·Zhuhai Women Entrepreneurs Forum with the theme of "Luoyang-Zhuhai Dialogue for Development and Joint Building of Youthful Women" was held in Luoyang.
On the evening of May 21, Dong Mingzhu and many other female entrepreneurs took a night tour of Longmen to experience the millennium culture.
It can be seen that while Dong Mingzhu is immersed in Luoyang culture, she is also sparing no effort to build momentum for the "restart" of Gree's refrigerators, washing machines and household appliances business.
The fate between Luoyang and Gree began in 2018.
The reporter learned that Gree Electric Appliances (Luoyang) Co., Ltd. was registered in March 2018 with a registered capital of 50 million yuan. It is the thirteenth air conditioner in the global layout of the listed company Zhuhai Gree Electric Co., Ltd. Production base with a total investment of 3 billion yuan. Luoyang Gree has now been put into production, with an annual output value of 5 billion yuan. It can provide jobs for more than 4,000 people and attract a large number of upstream and downstream supporting enterprises in the industrial chain. It has strong industrial driving capabilities and economic and social benefits.
Luoyang Gree’s smart manufacturing strategic plan will focus on five aspects: equipment automation, production transparency, logistics intelligence, management mobility, and decision-making data, and strive to build a “seven clouds and one center” smart factory. Build a green factory of "energy interconnection + industrial interconnection" to promote the upgrading and transformation of the intelligent manufacturing industry in Luoyang.
Trainee editor: Li Wenyu | Proofreader: Zhang Yipeng | Reviewer: Li Zhen | Supervisor: Wan Junwei