'The topic of the Queen' Dong Mingzhu said that Gree people are challenging and challenge is the driving force of Gree. Today, Dong Mingzhu once again led Gree Electric (hereinafter referred to as Gree) to challenge.
Recently, Dong Mingzhu announced that Gree’s revenue target this year is 200 billion yuan. However, this goal is not easy for Gree.
According to a rough report by the Securities Daily reporter, Gree’s revenue for the previous year was approximately 148.3 billion yuan. To achieve this goal this year, it needs to increase revenue by 51.7 billion yuan over the previous year's performance, which is quite Last year, one-third of Gree's total revenue was more than doubled by Dong Mingzhu’s previously proposed goal of 'growing 20 billion yuan per year'. This means that in just one year, Gree needed to The revenue is further increased by 35%. If Gree's performance in air-conditioning can't continue to achieve high growth this year, this goal will be no small challenge for Gree.
Insiders believe that: 'Because of overdrafts and other factors in the past year, the growth of the air-conditioning market slowed down in 2018, and the high growth of air-conditioner companies' performance was difficult to maintain. Although Gree's diversified industries have already generated revenue, they are currently in performance. It has not yet been demonstrated. Gree’s performance growth and scale expansion also depend on the expansion of the industry beyond air conditioning.
However, the "Securities Daily" reporter learned that Gree and its subsidiaries have already reached cooperation with FAW-Volkswagen, Foxconn and other companies.
Doubled the target of 20 billion yuan
How can we achieve the increase of 50 billion yuan a year?
In 2013, Dong Mingzhu made two wishes: One is the well-known 'one hundred million yuan gambling' - if the mill's revenue exceeds Gree five years later, Lei Jun has to pay a one billion yuan compensation for Dong Mingzhu; the other is Gree's annual growth of 200 100 million yuan, 5 years after the realization of revenue 200 billion yuan.
Today, Dong Mingzhu is trying to honor these wishes one by one.
For the RMB 1 billion gambling contract with Lei Jun, Dong Mingzhu said that he could not lose, 'I prepared 50 billion to vote in.'
In terms of revenue, Dong Mingzhu even announced a high-profile announcement that Gree will hit 200 billion yuan this year. In spite of this goal, Dong Mingzhu also inspires Gree employees and puts it out. 'As long as it is a Gree, I promise, I promise, one person for one suite.
Iron Lady, I never break my word.
However, with 200 billion yuan, the pressure on Gree, which had revenue of 148.3 billion yuan last year, is not small. The growth of 51.7 billion yuan has caused Gregg to raise a question mark.
At present, Gree’s performance is relatively satisfactory. Its just-released financial report shows that in the first quarter of this year, the company’s revenue was nearly 40 billion yuan, an increase of 33% over the previous year. Generally speaking, air-conditioning sales will enter the peak season in the second quarter.
However, as can be seen from the annual report last year, Gree air-conditioning business revenue accounted for 83% of total revenue. Although Gree said that smart equipment has become one of Gree's key development pillar industries, but from the perspective of its product revenue structure, life Electrical appliances and smart equipment accounted for 1.55% and 1.43% of the total revenue respectively, and their contribution to performance was still limited.
Liu Buchen, an expert in the home appliance industry, believes: 'Because of market overdrafts and real estate controls, many factors affected this year, it is very difficult for the air-conditioning market to continue the momentum of high growth last year. If there is no extreme hot weather, the air-conditioning market may experience negative growth in the second half of 2018. If that is the case, then for Gree, its significant growth in performance must depend on industries outside the air conditioning industry.
In the automotive, chip field is widely held
Gree enters high-speed expansion
In order to expand the scale of revenue in areas other than air-conditioning, Gree has made several attempts in diversification.
At present, Gree’s diversification is developing in both horizontal and vertical directions. From a horizontal perspective, Gree extends from home air conditioners to white goods such as refrigerators, kitchen appliances and small household appliances, covering Gree, Jinghong, and Dasong brands; From home air conditioners, to commercial and central air conditioners, including photovoltaic air conditioners, energy Internet; and provide smart home service programs and technical solutions, Gree mobile phone is also a part of it.
From a vertical point of view, Gree expands in the areas of smart equipment, industrial products, and molds in the upper reaches of the manufacturing industry. Among them, only smart equipment covers industrial robots, CNC machine tools, service robots, etc.; molds include automotive molds, home appliance molds, and high punches. Mold.
Dong Mingzhu once stated that smart equipment will grow into Gree's second pillar industry, and mold is one of Gree's new major directions.
"Securities Daily" reporter learned that currently Gree's precision molds and other companies have reached cooperation with FAW-Volkswagen, BYD, Foxconn and other companies, Gree can provide them with custom processing and other services. At the same time, Gree's molds and smart equipment has entered Automotive, food, medical and many other fields. At present, Gree is still expanding its partners in the automotive, mobile phone and other fields.
This year, Gree also announced that it will not pay dividends in 2017, and will invest funds in capacity expansion and diversification.
Soon, Dong Mingzhu disclosed to the outside world Gree's new target industry - chips. It even put out words, even if it costs 50 billion yuan, but also to chip research success.
According to Dong Mingzhu's plan, Gree wants to make its own chips to achieve its own manufacturing. However, some people in the industry believe that: 'The chips need to be well-patched by the company, but not a company can make it behind the door if it really enters this. In one area, Gree is bound to establish cooperation with other companies and even launch a round of acquisitions.