Iron lady sales origin, determined to make significant changes to the sales management system Gree, the time in 2018.
Recently, Dong Mingzhu, chairman of Gree Electric Appliances, said in the company's 2018 cadre meeting: '2018, (Gree) sales management to revolutionize.'
In this regard, Gree Electric insiders to accept the "Securities Daily" interview, said: 'At present can not disclose too much change plan, but the channel change is one of the sales management changes' in the internal implementation of Gree more than ten years, the traditional Store model, whether in the personal reform of Dong Mingzhu this surge was broken?
Dong Mingzhu then change the channel?
Known as the goddess of sales Dong Mingzhu, Gree has led the blockade in the big chain, has opened up some heaven and earth, self-supporting Gree rapid development of the store model.Nowadays, the face of the rapid rise of e-commerce and retail changes , Gree's store model can still work?
In the channel, Gree will usher in change in 2018. Recently, Dong Mingzhu Gree Electric Appliance Cadre Conference, said: '2018, (Gree) sales management to revolutionize.'
Usually, sales management through sales quotations, sales orders, sales and delivery functions, the entire sales process for effective control and tracking.In the industry view, Dong Mingzhu the proposed sales management changes, more is A change in sales channels.
Talking about the specific changes in what areas, Gree insiders did not disclose too much, but said that channel changes will also be part of sales management changes.
As early as a few years ago, a single channel and a single industrial layout, so that the rapid development of Gree, has also become Gree's core competitiveness, only the store system accounted for Gree's total sales revenue accounted for 90%, while air-conditioning also occupy Gree's total revenue Bacheng Gree's management of the store is also highly concentrated.
However, with the rise of e-commerce and the change of retail formats, a single product and channel has limited Gree's scale expansion to a certain extent.Obviously, Dong Mingzhu was aware of this issue very early and Gree has also been diversified Keep trying.
In this regard, Dong Mingzhu said: 'people fail to see themselves, businesses are the same .Diversification, specialization can not determine the success or failure of the business. Only focus on the success or failure of the decision.' In her opinion, the change is undoubtedly full of Difficulties and challenges.
'Gree's original strategic cooperation channel can support its from 0 to 100, when it comes to infinity from 100 on the cutting of benefits in the sales management reform and innovation, how to balance the new channel and the value of the original dealer The relationship between the return, which Dong Mingzhu posed a challenge. 'Appliance industry marketing expert Hong Shibin that.
Store model will end?
In the eyes of many people, Dong Mingzhu is a legendary marketing master. Dong Mingzhuo on the Gree's change, also has its background.
After 2000, with the rapid expansion of chain giants, the home appliance industry entered the era of big chains, and contradictions between home appliance manufacturers and chain stores in entering fees have intensified. Home appliance manufacturers are trying to get rid of the channel-controlled status quo through self-built channels. However, At that time under the attack of foreign brands, self-built channel easier said than done.
In a large number of home appliance manufacturers strong chain giants Gome and Suning clamp, in 2004, Gree announced a high-profile break with the United States, decisively establish store model. Just a few years, Gree in the country built more than 7000 stores, these monopoly Shop mainly built in 34 markets, contributed most of Gree's revenue and profits.
In 2007, Gree Group, a major shareholder of Gree Electric Appliances, introduced Gree dealership at the capital level to transfer 10% equity of Gree Electric Appliances to its core distributors and establish a proprietary relationship with dealers to tie the interests of dealers and Gree appliances together .
Since then, Dong Mingzhu restructuring channels, the establishment of a company called Spirit Shing Hing Gree Trading Co., Ltd. sales company, the company controlled all the sales channels Gree, and then gradually set up branches, but the headquarters of the control of the channel is strengthened .
In Sheng Shixin Xing was born, Dong Mingzhu this move was considered by the industry is intends to Gree channel independent, and the operation of the market, Gree Gree a new financing platform.But this view was Gree denied.German Gree said close, perhaps It is too believe gigantic store network, Dong Mingzhu for a long time did not take the electricity supplier seriously.
Appliance industry observers Liu Buchen that: 'In the past few years, the rise of large-scale e-commerce, if the appliance manufacturers over-reliance on stores, in addition to self-built channels outside the channels will not really play a role. However, once Gree vigorously develop the large chains and e-commerce , Will reach the interests of the original distributors.Gold electricity supplier over the past few years has been difficult to large-scale development, mainly by the dealer checks and balances.
E-commerce has now passed the dividend era, the new rise of large-scale retail, these factors have prompted Gree to speed up their own channel changes.
This is the case, Gree and other channels in recent years, the relationship is easing.Greece first with the United States once again for a decade to abandon the outlaw again hand in hand, Gree air-conditioning, crystal Hong refrigerator, large pine small home appliances stationed in the GOME line stores, and then with two Large electricity supplier channel Ali, Jingdong reached a partnership and Suning alliance with more than a decade without cooperation.
Industry economist Liang Zhenpeng said: 'Gree mainly relies on distributors in the channel.Under the general environment of flat channels, distributors' self-built channels will increase the number of procurement links and make the prices of products less competitive and the products need to be realized Higher gross margin to ensure that the sales system, which in today's e-commerce, channel alliance of the new retail era does not apply.Dong Mingzhu Gree sales management changes, the need to break the original dealer sales system.