Dong Mingzhu Lei Jun. Images from the Internet
Coming soon two new phone millet, but because of its introduction of air conditioning products and much market attention.
Recently, there is news that millet announced the entry into the air-conditioning industry, its air-conditioning just released by Meiling Appliance Changhong air-conditioning contract.
In this regard, September 10, Changhong air-conditioning responsible person to the "Securities Daily" told reporters: 'Changhong Air Conditioning Company is a subsidiary of Meiling Electric, the millet is directly with the Changhong air-conditioning company.' He said: 'Millet Many products launched are all cooperation with Changhong Company, including air purifier, fan, toilet cover, heater and so on.
It is worth noting that the high-end positioning of the air-conditioning products introduced by Xiaomi will make it positively compete with Gree which originally stationed in this territory.
Mi Mi's technology insiders told reporters: "Will not easily (on air conditioning) price cuts, this product is to lock the high-end market. '
The industry believes that millet to sell air conditioning to go online, and Gree just announced cooperation with Lynx, Lei Jun and Dong Mingzhu competition is inevitable, both in the air conditioner or mobile phone industry, both sides are in a position of confrontation.
More products by Xiaogong millet OEM
Recently, Xiaomi's Chi-ming technology companies released air-conditioning products, triggering industry hot.It is understood that the partner for the selection of millet Changhong Department of the company, its air-conditioning products by Meiling Appliance Changhong air-conditioning OEM.
However, the cooperation between Xiaomi and Changhong, not only in air-conditioning products.Changhong air conditioning insiders said: 'Xiaomi and Changhong Department of the company in many products have cooperation, including air purifiers, fans, toilet covers, heaters and so on. The way we work together is not a simple OEM but a deep ODM.
Two years ago, millet founder Lei Jun and Dong Mingzhu in the tit for tat, millet and the United States came together, the two sides co-developed an air conditioner, but eventually did not bear fruit.At the same time, Dong Mingzhu, chairman of Gree Electric openly said the two sides Of cooperation as 'two crooks together.' Since then, millet transfer of the target, the target partner Changhong lock.
And has been restructuring Changhong also intends to accelerate the expansion in the field of smart home and artificial intelligence.It is noteworthy that the first air-conditioning products in the launch of the same day, Meiling also announced plans to announce expansion, Changhong air-conditioning plans to invest 1.09 billion yuan to implement the relocation And capacity expansion project, the final construction of an annual output of 4.2 million sets of air-conditioned production base.
As to whether the two sides will form a competition, he said: 'Although a number of Xiaomi products are manufactured by Changhong, no competition will be formed between the two parties at the present time.
Insiders said: 'Changhong has been interested in cooperation with the Internet companies online seeking incremental, and Xiaomi also urgently needed in the air-conditioning and other home appliances OEM found a reliable partner.'
Gree status has been multi-impact
It is noteworthy that the introduction of the millet air conditioning priced a lot of money, lock the high-end market, which will allow Gree and positive competition.
Data show that the Chinese market share of air conditioning, Gree topped the list with 44%, followed by the United States and Haier.In the high-end civilian air-conditioning market, Gree and the United States is the most share of the majority of market share.
However, for high prices, Su-Jun, CEO of JIMI Science and Technology has given the argument is: 'Air conditioning, we are by no means a product, we release this product is to play a card.' That is, this is only the positioning of the products launched by millet Since then, millet will launch more models and styles of air conditioning products.
Whether it will cut prices, Chi-ming technology insiders told reporters: 'will not easily cut prices, which is the image of the product, which means that Xiaomi air-conditioning is currently positioned high-end.'
Four years ago, Dong Mingzhu and Lei Jun's gaming contract became a hot spot for the industry, while Dong Mingzhu and Lei Jun were frequently on the same stage. In recent years, however, the two have seldom tried to make any concerted efforts.
However, the millet sale of air conditioning products will still be the main channel online.And the line was Gree shortcomings, but also Gree in recent years to accelerate the layout.
'Air conditioning is a large appliance, re-installation, heavy logistics, heavy service, heavy assets, and millet has been the asset-light mode has been to go into this area will first choose to sell online.In fact, such as air conditioners such large appliances Products, online sales are far less than offline, therefore, short-term sales of millet air-conditioning will not be too much. 'Appliance industry observer Liu Buchen said.
He thinks: 'The probability that Chi-Chi will succeed in air-conditioning is the same as the success rate of Gree's handsets. Because they have the same logic of cross-border, the markets they face are highly similar and the results will be similar. Perhaps both Difficult to succeed.At present, millet air conditioning will not shake Gree's price system.
In the opinion of Hongshibin, an industrial economic observer, there is a lot of room for imagination to make air conditioning in Xiaomi. "At present, in the field of air conditioners, the United States poses a tremendous threat to Gree. In terms of overall sales last year, Midea has greatly surpassed Gree and the market share of both parties has been narrowed .At this time millet to spoiler, multi-impact or impact on the growth of sales of Gree air-conditioning.In the market, the main crowd to buy air-conditioning in the future will be 90, the Lei Jun whether the power of success, the introduction of air-conditioning is clear positioning, Millet air conditioner will determine the impact of the existing market structure.