Can form such a strong binding relationship between the enterprise and itself, and even turn itself into a business card for the enterprise. Dong Mingzhu can be said to be the first in China's female enterprise.
She persistently promoted Gree's confidence in Gree's products and expressed it in her own unique and quick language, even in some spiky ways. Then she became a net red. It is said that this saved thousands of advertising fees for Gree.
In 2014, Gree changed its spokesperson to its own leader, Dong Mingzhu. Before that, Gree's spokesperson was an international movie star Jackie Chan. Dong Mingzhu had explained this decision on various occasions. Sometimes her tone was direct, 'Please Jackie Chan do it. Advertising spends more than 10 million is too expensive, you do not need to spend a penny on your own advertising, and sometimes it seems quite sincere, and speaks its own spokesperson as a commitment to consumers: 'Some consumers have seen celebrity endorsements. , The product was bought out of trust in the star, and the result was not version. I am the person in charge of the company and I should promise to the consumer. '
From the ordinary salesman to the general manager to the chairman of the board, there is an extraordinary place. She has a unique and strong acting style. She speaks amazingly on different occasions and can always be the focus of public opinion. Along the way, Dong Mingzhu Successfully advanced 'Miss Dong'.
The Belt and Road Regional Cooperation Summit Forum, Dong Mingzhu holds a Gree mobile phone to talk with people from salesperson to general manager
Dong Mingzhu was hand-pulled by Gree's founder Zhu Jianghong. At that time, Gree was only a small plant with an annual output of 20,000 window air conditioners. No equipment, no technology, no supporting capacity, brand name or Haili air conditioning. Today 'Miss Dong' was originally a salesman of Haili Air Conditioning.
Zhu Jianghong visited Dong Mingzhu’s Anhui market and Dong Mingzhu received the visit. The two made a visit in Anhui Province. It was this visit that enabled Zhu Jianghong to realize how hard it was for the salesman under his own hands. The two people heard the words of overflowing beauty. A dealer told Zhu Jianghong directly: “Before cooperating, I have never been to your factory and I have never seen your products, but I have been in the market for so many years. There is also a little intuition in self-confidence. I trust Dong Mingzhu. '
After the trip to Anhui Province, Zhu Jianghong, who recognized Dong Zhuongzhu's value, promoted her all the way. In the process, the small air-conditioning factory in Zhuhai was getting better and better. She wrote in Dong Mingzhu’s autobiography, “The World of Chess”. Road, when she first joined the Haili annual sales of only 2,000 to 30 million yuan, 20 salesmen, each person should bear 1 million yuan in sales.
On the morning of June 28, 2017, Beijing, Zhu Jianghong published his autobiography: "Zhu Jianghong's autobiography: I held Gree's 24 years"
By 1994, Gree's sales of air conditioners exceeded 120 million, of which Anhui Province, led by Dong Mingzhu, accounted for 1/8 of sales. She then went all the way from the Minister of Operations to the General Manager.
For a certain period of time, Zhu Dongpiao was promoted in the industry as a story. Zhu Jianghong was concentrating on quality management and technology development. Dong Mingzhu was responsible for marketing and marketing. All this ended in the retirement of Zhu Jianghong in 2012. At this time he was 67 years old. The 'Dong Dong' matchup is disrupted earlier than this.
Deep-binding Gree
Gree Electric Appliances is a state-controlled enterprise. The current controller is the State-owned Assets Supervision and Administration Commission of the People's Government of Zhuhai City. The first major shareholder is Gree Group, which holds 18.22% shares of Gree Electric Appliances. Gree Group is the State-owned Assets Supervision and Administration Commission of Zhuhai City 100 % of the holdings.
Back in 2005, Gree Group’s shareholding ratio was 50.25%, and Zhuhai Gree’s second largest shareholder held 8.38%. This shareholding structure made Gree almost sold. In 2005, Zhuhai Municipal Government planned to introduce Gree Electric to the United States. Carrier, 'Introducing the First Fortune Global 500 for Zhuhai'. Since then, Carrier Group has entered Zhuhai Gree Electric Appliances to prepare for the due diligence before the acquisition. Gree's top management is desperate to fight, Zhu Jianghong said publicly: 'The transfer of domestic enterprises to foreign capital So far there have been few successful cases. Many foreign investors entered to eliminate competitors in the Chinese market. The decline and 'marginalization' of domestic brands such as Nanfu Battery, Midea, and China Toothpaste are typical.
April 9, 2018, Dong Mingzhu at the Boao Forum for Asia: Sub Forum 'Future Production'
It is the reform of the equity division of the securities and securities regulatory authorities that saved Gree's life. According to the opinions of the China Securities Regulatory Commission, companies entering the SSE 180, 50 Index and other companies with higher market capitalization were the first to implement 'full circulation'.
Gree first realized the circulation of state-owned shares, non-tradable shareholders such as Gree Group gave away shares to tradable shareholders, and then implemented equity incentive plans between Gree Electric's management. After a series of measures, by 2017, Gree Group holds Gree. The proportion of shares in electrical appliances dropped to 29.74%.
Although the shareholding ratio declined, Gree Group is still the largest shareholder of Gree Electric. Competition for control of Gree Electric Appliances is still unavoidable. In late October 2015, Zhuhai SASAC issued a notice to remove Dongmingzhu Zhuhai Gree Group. Chairman, director, legal representative, and later served only Gree's corresponding position.
Dong Mingzhu lacks the SASAC status of Zhu Jianghong. If he does not want to be expelled, the only thing she can do is to form a strong bond with Gree, in addition to making performance support for small and medium shareholders. She did it. Now Miss Dong. It is a business card of Gree.
'Billion Billing' is famous
In addition to the kind of self-confidence, sharpness and even arrogance and arrogance shown by Gree, Miss Dong can go so well on the Internet Red Road. This is a long time, because she loves her child. .
In 2013, at the 14th China Economic Year Awards, Wang Jianlin and Ma Yun stood on the sidelines to see winner Lei Jun and Dong Mingzhu’s comments. All four were in a loose state, but the host was unwilling to be lonely. .
Finally, Ma Yunkai said that millet could maintain the operation of such assets after 23 years. It was called the ability. The contents of the guest speech changed accordingly, and the award ceremony instantly became the Internet mode of light assets represented by Xiaomi. And the fight between the real economy represented by Gree's heavy assets - which model is more in the end.
On December 12, 2013, Lei Jun and Dong Mingzhu made a billion-million betting deal, far exceeding the 100 million betting game of Ma Yun and Wang Jianlin.
Ms. Dong began to speak for the real economy and asked Lei Jun: 'There are not so many foundries. What are you selling?' Two people who loved to compete had set 'billion bums on the spot'. Lei Jun thought about it. After betting on a dollar, Dong Mingzhu responded: 'You don't want to say anything here!' She waved her hand and held the trophy in her hand, 'to bet on ten billion yuan'.
In 2015, Gree began to use itself as a synonym for Chinese creation. In September of that year, Gree launched advertisements on various media platforms including the WeChat circle of friendship. Ms. Dong’s bust was lined with a few lines of characters and printed 'Gree', Jing Hong, and Da Song’s The core technology and original design, let the world fall in love with, made in China.. This series of advertising has achieved remarkable results in the circle of friends. Many different occasions, Dong Mingzhu has made sounds on behalf of China, and sometimes reflect on, and sometimes look forward to.
After that, Ms. Dong's Internet Red Road went further and more smoothly. She and Gree’s all decisions had their own traffic, and they constantly had microphones stuck to her mouth, trying to get a few words to answer people's doubts.
And Gree continued to make mobile phones to use Ms. Dong’s own portrait as a boot screen; trying to acquire a new energy vehicle company, Zhuhai Yinlong, was rejected by small and medium shareholders. Ms. Dong took Wang Jianlin and Liu Qiangdong took shares in her personal capacity.
The militant 'Miss Dong'
Looking through the history of the enterprise in the past decade, Dong Mingzhu's militant image is deepening step by step. She is like a hunter who is always ready to throw javelins. Which target will be stabbed?
In 2008, Gree filed a patent lawsuit against the United States, sued the US's air-conditioned 'sleeping' function for infringement of patents, Gree won a compensation of 2 million, and Midea was ordered to stop selling related products. In 2012 and 2013, Gree successively reported the US In court, the mutual accusations between the two parties even continued until 2016.
On December 14, 2014, Midea Group issued a series of announcements stating that Midea Group plans to issue additional 55.0 million shares to Xiaomi Technology Co., Ltd., and Midea will launch in-depth strategic cooperation with Xiaomi Technology in the smart home ecological chain and mobile Internet e-commerce business. Pearl immediately said at the annual meeting of Chinese entrepreneurs' leaders: 'I read an article yesterday on the Internet and I heard that Xiaomi and Midea have cooperated. Dong Mingzhu is a bit anxious and I am in a hurry. The United States seizes Gree's patent court to convict you. Pay me two million, two crooks together, a thieves group. If one day your patent is more than me, your quality is better than me, I'm really anxious, I have to change myself, I'm going to cheer. '
Not only was the competitor annoyed, 'Miss Dong' was even spared by the shareholders. On October 28th, 2016, at the Gree Electric Extraordinary General Meeting, due to the combination of small and medium shareholders, Gree’s proposal to acquire Zhuhai Yinlong was reluctantly passed. However, 15 proposals including 9.69 billion matching funds were solicited and eventually failed to complete. Dong Mingzhu said directly to small and medium shareholders: 'Gree did not treat you badly! I cannot say too much about this. You have a look at several of the listed companies. What dividends will I give you? I won't give you dividends in 5 years. How would you like me? Two years will give you 18 billion yuan. Will you go and see which companies give you so much? Gree people from 1 billion, from 1 Isn't a company that has lost even a few percent of profits to achieve today's profit of 13% depends on you?'
In 2016, Baoneng’s Yao Zhenhua took a swift attack on Gree, a well-distributed and well-distributed company. However, Dong Mingzhu was strongly attacked by Dong Mingzhu. Dong Mingzhu publicly rebuked Yao Zhenhua as “the sinner who destroyed the industry”. She was in public Quoting: 'Other people are very concerned about barbarians knocking at the door, what do you do? I said that if he really is an investor, it doesn't matter to anyone. Gree still insists on creating, creating a creative enterprise, and I want everyone to be jailed. Keep your social responsibilities in mind. You are a Chinese. You want to go for the development of a country. Your actions must be combined with the development of the country. So I hope that these do not undermine China's manufacturing and become a sinner in society.'
Jia Yueting of LeTV also had a shot. At a forum at the end of 2017, Dong Mingzhu attended the event and said: 'Facing the society, in the face of your employees, you must remember the word honesty, if one does not have integrity. , others help you only once, I believe that there are too many people to help Jia Yueting, again and again disappointed. ' This is not the first time she used Jia Yueting as a negative teaching material. Before she gave a speech in Tianjin also did not Politely accusations of Jia's defeating the hard-earned money of the investors and bringing negative energy to the society.
At the 2017 Gree Annual Shareholders' Meeting held on June 25th, Xinfei, which was immediately auctioned off, was also the object of Miss Dong. Dong Mingzhu said: Someone has proposed to purchase Xinfei for 4 billion. I do not agree because it It is a company without technology. The philosophy is completely different. What do you think of it now?
Although there are not many female entrepreneurs who have achieved excellence in China, Dong Mingzhu is not alone. However, she seems to have received more attention from her. She particularly likes to take care of children, loves to release cannons, and has a full gas field. In the age of power economy, she seemed to know this well.