If you want to select the most unreliable diversified projects in the Chinese market in the past 5 years, Gree Mobile, Xiaomi Air Conditioning, will be no suspense on the list.
At the first anniversary of the listing of Zhimi Air Conditioning, and encountering a 'thunder of the thunder, the rain is smaller' in the market, the Xiaomi Department founded by Lei Jun, and new brands have to participate in the air-conditioning market. 'Yes.
Recently, the home appliance circle has learned that Xiaomi's Mijia brand will also release new air-conditioning products. Compared with the Zhimi brand, the Mijia brand is also a product brand for the Xiaomi eco-chain enterprise. However, this time, the Mijia air conditioner was launched. It is to make up for and absorb the high pricing failure strategy of the previous Chimi air-conditioning, and take the path of 'price-performance ratio' that Xiaomi has always dominated.
Lei Jun’s air-conditioning dream has not yet been released
In early August of 2017, the long-rumored 'millet air conditioner' was finally introduced to the market. Xiaomi eco-chain enterprise Zhimi Technology launched a 1.5-smart air conditioner, which sold for 4399 yuan, which is higher than Gree. Local companies such as Midea are directly involved in Japanese companies such as Daikin, Mitsubishi Electric, etc. However, in addition to the design's use of Japanese minimalism, there are no innovations or breakthroughs in the functions and human-computer interaction of Zhimi air-conditioning products. At one time, the home appliance industry, especially the air-conditioning market, was triggered.
In the past 10 months, Zhimi Air Conditioning has not entered the mainstream sales channels of the home appliance industry, such as Jingdong, Tmall, and Suning and Gome, but chose to sell in Xiaomi Mall, Youpin Mall and other channels. This also directly determines that this air-conditioning product, which is highly hoped by Xiaomi, has not won the expected market detonation in the terminal market.
In addition to the high positioning, and the consistent brand and cultural positioning of Xiaomi in the past, the more important thing is that there is no differentiated innovation in Zhimi air conditioner, and more is still in the change of product design. Of course, air conditioner is not like mobile phone. Small household appliances, belonging to durable consumer goods
It is precisely because of this that in July 2018, when Zhimi Air Conditioning was listed less than one year ago, the news of the listing of the Mijia brand air conditioner suddenly appeared, which undoubtedly truly reflected the market operation and dilemma of Zhimi Air Conditioning. On the one hand, Zhi Since the listing of M air conditioners, the lack of scale detonation has led to the lack of scale advantage of the entire enterprise in this project. However, it is necessary to take the price reduction promotion impulse and easily hurt the former consumers. Therefore, the choice is to adopt the Mijia brand approach. The market, no doubt can not only digest the original material inventory, but also form a dual-brand high-end low-end linkage;
On the other hand, it is July or a small-scale season for air-conditioner sales in the traditional sense. Whether it is Zhimi or Mijia, they all want to grab a tail for market sales. In fact, the air conditioner of Mijia brand is ultimately Zhimi air conditioner. The project team is responsible for the only difference is that the price of Mijia air conditioner is more favorable, and it is more able to impress some rice noodles that lack high-end purchasing power. Of course, Mijia air conditioners are listed in July instead of the new cold years in August, which is based on 2016. In 2017, the judgment of the hot air conditioning market in 2 years.
From Chimi air conditioner to Mijia air conditioner, I believe that in addition to different brands and different pricing, the final experience in the terminal market is the same. Because the current air-conditioning consumer market has entered a round of 'renewing' instead of ' Promote popularization' stage.
This means that the low price will not be obvious for the consumption. The low price is the strategy that the Mijia brand has been insisting on in the past; and the high-end quality upgrade will be greatly limited, especially the consumption power of China, which is dragged down by real estate. Dimension is inevitable, but this is the crux of Zhimi air conditioner that has no brand power and only high price in the past year.
Undoubtedly, the air-conditioning industry in China has entered a mature stage, and Gree, Midea, Haier, Aux, and Chigo, Hisense, TCL, Daikin, Hitachi and other brands are relatively stable, along with Yangtze, Granger, A series of old and new forces such as Meibo, Skyworth, and Korea Electric are intertwined, and the opportunities for the entire industry are becoming less and less.
Whether it is the middle and high-end market, the young consumer market, or even the low-cost and cheap market, it has already achieved the occupation of enterprises and brands. Lei Jun’s Xiaomi Department, how to use the multi-brand of Zhimi and Mi’s to “kill a bloody road” ?
Dong Mingzhu’s mobile phone dream has become a symbol
Looking at it now, Lei Jun's air-conditioning dream, and Dong Mingzhu's mobile phone dream, can be said to be 'the same disease.' Just like, Xiaomi, founded by Lei Jun in the past three years, has been 'quietly moving' to the air-conditioning market, introducing the air-conditioning of the Chimi brand. After the product has been flattened in the high-priced market, it is now necessary to introduce a low-priced Mijia air conditioner.
In the past four years, Gree Electric, at the helm of Dong Mingzhu, has failed to achieve the goal of “putting satellites” to the mobile phone market every year. It is not mandatory to require suppliers, dealers to buy mobile phones, or forced air-conditioning installers to buy Gree mobile phones.
Since the listing of Gree Mobile, Chairman Dong Mingzhu has promised and promised many times, and has repeatedly set a new target after overthrowing. So far, he has not dared to announce the shipment of Gree mobile phones. However, the reputation of Gree Mobile is With Dong Mingzhu's personal strong promotion, 'increasingly growing': Initially, Gree Mobile took on the second goal of Gree Electric's growth. Dong Mingzhu said that sales exceeded the Xiaomi mobile phone, and Huawei mobile phones were minutes. Then, Gree mobile phone has become a strategic part of Gree smart home, taking on the responsibility of connecting Gree's various home appliances terminals, home, and even energy.
Since the beginning of this year, Gree mobile phone has once again aroused social attention. It is not because of new products, new technologies, new markets, new achievements, but forced many Gree air conditioner installers to purchase. Otherwise, installers cannot use Gree air-conditioning dispatching systems, unable to undertake Gree air-conditioning installation, maintenance and other services. This is not the first time Gree mobile phone based on its own dominance, forcing upstream suppliers, as well as downstream dealers, service providers to force the purchase.
Regardless of Gree Electric, or Dong Mingzhu, Gree mobile phone is no longer a business, but becomes a conformity. The author believes that Dong Mingzhu quickly launched the smart phone business, on the one hand, he saw the mobile phone fast. Consumer goods attributes, as well as the huge commercial space of smartphones in the Chinese market, and Gree's huge sales network and partner platform across the country; while in Gree's existing other businesses, in addition to home appliances have entered a mature stage, the robot business is still In the initial stage of development and promotion, the 'input and output cycle is long', only the mobile phone can quickly take effect. In particular, Lei Jun’s Xiaomi mobile phone succeeded, giving Dong Mingzhu confidence.
On the other hand, Dong Mingzhu urgently needs to prove his own expansion and pioneering strength by means of the successful rise of a project outside the air conditioner. After all, Gree air-conditioning is the product of the Zhu Jianghong era, Dong Mingzhu is only a supporting role. In recent years, Zhu Jianghong has been Denying Dong Mingzhu's identity as the founder of Gree; but if Gree's mobile phone succeeds, it can prove that Dong Mingzhu has full strength.
Interestingly, at the CCTV Annual Economic People Awarding Ceremony, Dong Mingzhu and Lei Jun had a sensational business and continued to ferment the '1 billion gambling gamble' in five or six years. Now, although this gambling has no win or loss. The meaning and value, but for Dong Mingzhu and Lei Jun, I did not think that I also faced the same fate ending with 'an air-conditioning dream' and 'a mobile phone dream'.