First Gree Electric Appliances, and then New Energy Vehicles, Dong Mingzhu has never tired of investing. In the past three years, he has made more than 30 holdings of Gree Electric Appliances and spent more than RMB 1 billion in holding the Yinlong in one year. The second largest shareholder.
Recently, Chairman of the Gree Electric Appliance Co., Dong Mingzhu, said in an interview with the “Securities Daily” reporters at the two resident offices: 'I don’t pay too much attention to earnings and dividends in investment. In the capital market, everyone must soberly invest and cannot have Speculative psychology. '
At the same time, Dong Mingzhu disclosed to the “Securities Daily” reporter the latest plan for Gree Electric Appliances. Early this year, Dong Mingzhu had announced within Gree Electric Appliances that in 2018, Gree’s sales management should be completely transformed.
Dong Mingzhu said that in the Internet age, if Gree only takes the e-commerce model of Jingdong in the sales system, then dealers will certainly lose their jobs. Gree will use modern tools in the current sales system. Gree has stores in the country for so many years, we will use the big data to open up the entire network, so that the dealer team into a team of integrated services and sales, allowing companies to keep track of product usage and service conditions.
Diversity and professionalism do not conflict
Never give up the position of air conditioning boss
In the past period of time, Gree’s diversification has been controversial. After formal announcement of diversification in 2016, Gree has been on this path for 2 years.
When it comes to diversification, Dong Mingzhu said: 'The success or failure of (diversity) lies in the corporate culture. What enterprises cannot lose is the dedication.'
In Gree's performance report, the achievements of industries currently expanding in multiple areas have not yet been fully highlighted, but the potential of smart equipment has been brought to light. Gree's 2017 semi-annual report shows that its air-conditioning business still accounts for 90% of its total revenue. The proportion of living appliances business and intelligent equipment business is about 2% each.
For the proportion of smart equipment in the Gree industry, Dong Mingzhu said that this is not important. She believes that the development of this industry, there is a process of playing a foundation. 'If you say, do the CNC machine tool and air conditioning overnight The same scale of 100 billion yuan is not realistic. But I can say that my CNC machine tools either do nothing or do the best. Now Gree's CNC machine tools, like Germany, can be used to process the high we need. This is what I am proud of.
However, Dong Mingzhu said: 'Gree will never give up the status of air-conditioning boss, we must firmly occupy this position, since the boss, we must continue to have new technologies.'
With the development of the Internet and e-commerce, traditional home appliance companies are undergoing a full-scale transformation. The Gree sales system also exposed a series of problems last year.
Dong Mingzhu announced at the beginning of this year that it will undergo a substantial reform of Gree’s sales management.
Speaking of specific measures, Dong Mingzhu told the "Securities Daily" reporter: 'In the past, we have created innovative marketing models with unique thinking and received recognition from the outside world. We adhere to the idea of win-win and we have different approaches at different times.'
Recalling several changes in Gree's history, she said: 'In the early stage, China's air-conditioning companies were assembly factories and won the market through price wars. At that time, Gree formulated a fair competition environment to enable Gree to achieve a win-win situation for the upstream It is also possible to maintain stability in times of crisis; Gree realizes that it is not possible to dominate the world, reach consensus with distributors, and then form a regional management model, and conducts the second reform of Gree's sales system; as scale grows bigger, Gree’s internal There are also new problems. Gree needs to make changes in the end-dealer area. If the general manager is not in place, it may be eliminated. Gree then ushered in the third change, unified local dealers and sales. A centralized model is formed on the system.
In this round of changes in Gree's distribution management system, Dong Mingzhu will apply modern tools to the existing sales system and will unify the sales force with the sales force.
In the past period of time, Dong Mingzhu’s actions have often been accompanied by controversy. Some people even compared her with real estate grandson Sun Hongbin. Talking about this, Dong Mingzhu laughed: “I have expectations and dreams for the new energy industry that I have invested in. At the same time, this industry is also in line with the national strategy.
Two months later Dong Mingzhu
Will Gree's role change?
In the Dong Mingzhu era, Gree Electric has laid a clear Dong Mingzhu branding. Dong Mingzhu's own 'Net Red' constitution with traffic also made any of its moves, causing market hot debate.
From Gree Electric's upcoming general election, there are only two months left. Whether Dong Mingzhu will continue to serve as Chairman of Gree Electric Appliances has been speculated by the outside world.
Regarding the issue of re-election, Dong Mingzhu said: 'I believe that no company belongs to one person. The enterprise naturally has an iterative process. For me, the concern is not who will take over, who will retire. I care about this company's Where is the point of sustainable development. '
'I was a general manager at Gree in 2001 and it has been 18 years since this year.' Dong Mingzhu told reporters: 'I should have been able to rest because I didn't take a day off in Gree's 28 years. The premise is that Gree can operate well. If Gree can't operate better, I will definitely not work.'
'In this era, we have a new definition of successful people. It does not depend on how much wealth you have, but on what contribution you make to society. When I think of value, I go for it. ' Dong Mingzhu said.