As everyone knows, Gree, the United States is the white giant, China's air-conditioning industry dominated the pattern has been maintained for more than 10 years. The so-called 'one mountain is difficult to accommodate two tigers', this situation has always been changed for a long time. Over the years, both sides In all aspects, 'inflicted in the fight', vowed to compete. Only the patent warfare has lasted for ten years.
In China's home appliance industry, there are many stories and paragraphs between the two giants. A few years ago, Midea launched the 'Break Action' sword in the air-conditioning promotion, and Gree launched the 'perfect action' tit-for-tat; They pointed to each other's academic fraud and dig their feet; Fang Hongbo and Dong Mingzhu, the chairman of the two companies, also called each other, and set off a round of "swindlers".
The dispute between the two sides has become more and more fierce, which has deep-seated reasons. In China's domestic market, the sales of Midea and Gree together account for more than 60% of the market share. The two companies are still proposing more on the scale. High goals, if they want to achieve higher growth, they must grab share from competitors, which makes the competition between the two companies intensified. At the same time, the air-conditioning market has changed in the past two years, and second- and third-tier manufacturers have accelerated their online occupation. Newcomers are emerging, and the strengths of all parties are coming strong, leaving the two giants in peace.
In fact, not only Gree, Midea, Haier, Oaks, Chigo and many other air-conditioning companies have joined the patent looting army, trying to block opponents by means of patent litigation, etc. They have established their own professional patent strategy team and built a powerful 'Patent Moat'.
The competition in the air-conditioning industry has also shifted from the crude price war, marketing war, channel warfare, to higher-level technical warfare, patent warfare. This represents the progress of the entire industry: manufacturing technology upgrades, corporate intellectual property rights The awareness of self-protection is improving. The competition model of enterprises is also evolving, from the original marketing-driven model to the technology-driven model.
Affected by various factors such as the weather, the growth rate of the air-conditioning market in 2018 is significantly slower than last year. In the next few years, there is not much room left for air-conditioning manufacturers. They must be fierce in the highly concentrated market of this brand. Strangled. With the increasing emphasis on technology and intellectual property, and more and more refined operations, litigation between air-conditioning companies will become more and more intense in the future.
Nowadays, in the home appliance industry, 'Qianjun Wanma' is squeezing the 'air-conditioning', which means that in the years after 2018, the competition in the air-conditioning market will be more severe.