What is interesting is that the leader of the three channel changes of Gree Electric is Dong Mingzhu ; what is even more interesting is that in order to promote the third channel change, Dong Mingzhu began to take charge of the marketing work of Gree Electric again this year. .
He Yang ||Written by
html On May 21, a "Team Report" signed to Shandong Hongyue Holding Group Co., Ltd. was directed at the new management team of Shandong Shengshi Xinxing Gree Trading Company: In the experience After the critical battles of Red April and May Day, after consultation with the new team of Shandong Shengshi Xinxing, the progress of major market development matters is still slow, causing huge pressure on the market. In the 20-year development history of Shandong Gree, countless Gree people have worked hard and made Shandong Gree what it is today. No matter how the economic environment and market environment evolve, the company will insist on considering the overall situation of Gree and be responsible for the interests of the brand and merchants. The company has planned its development direction for the next two or three years and promises that the team's organizational structure and positions will remain unchanged. Fighting the peak season and welcoming the new cold year together, the top and bottom are united in protecting the market results of all Gree people's hard work over the past 20 years.At almost the same time, a recruitment poster labeled Gree Electric Appliances Shandong Sales Company (full name Shandong Shengshi Xinxing Gree Trading Co., Ltd.) was issued. The content showed that the company would openly recruit an office director and a regional operations director. 16 directors. This is considered to mean that Gree Electric Shandong Company is going to "start from scratch" and recruit new troops to build a team.
An insider told Home Appliances Circle that this is the open conflict and fierce competition between the old and new teams of Gree Electric in the Shandong market. Among them, Red April Holding Group is the company actually controlled by Duan Xiufeng, the former general manager of Shandong Gree Sales Company. Currently, Shandong Gree’s management team and the delivery of goods by Shandong Gree merchants are all in the hands of this company, while Gree Shandong Sales The company became a "shell company in name only". At present, the game between the two sides is still ongoing.
It is reported that the tipping point of the conflict between the two parties was that in mid-April this year, when the Gree Air Conditioner Red April Promotion was being rolled out across the country, the Gree Electric Appliances Shandong Sales Company issued a request to its subsidiary Linyi Golden Eagle Mall. Co., Ltd., Liaocheng Top 100 Sanlian and many other merchants issued "blocking orders", demanding the termination of the Red April promotion, Gree's withdrawal, and the cessation of cooperation between the two parties. These dealers blocked by Gree Electric Shandong Company are merchants who have cooperated with Shandong Gree for many years and are also Duan Xiufeng's old business friends for many years. The trigger of the conflict between
and Duan Xiufeng was Duan Xiufeng's sudden "voluntary" resignation. On December 16, 2019, Duan Xiufeng, a supervisor of Gree Electric Appliances and general manager of Shandong Shengshi Xinxing Gree Company, posted in the circle of friends: Dear friends, I will officially resign from Gree tomorrow. I would like to thank all my friends for their support to Shandong over the past 20 years. For the understanding and support of Gree and myself, please continue to pay attention to and support Gree in the days to come.
Behind Duan Xiufeng's voluntary resignation was the fact that in December last year, Hu Wenfeng, assistant to the president of Gree Electric , led people to run in the Shandong market for more than a month. After that, Duan Xiufeng resigned and Hu Wenfeng personally took charge of the Shandong market. And this also officially opened the curtain of Dong Mingzhu, chairman and president of Gree Electric , to "cut down the vassal" and promote channel reform.
Just after the Spring Festival this year, Gree Electric held a special marketing meeting at the Zhuhai headquarters. Dong Mingzhu publicly proposed the idea of channel reform for the first time. The core is to transform the functions of regional sales companies in various places. Dealers directly communicate with the headquarters Pay and pick up goods. In April, Dong Mingzhu made her first live broadcast on Douyin. In May, Dong Mingzhu successively launched live broadcasts on Kuaishou and , JD.com and . On June 1, she launched the vigorous "Dong Mingzhu and 30,000 dealers across the country" "Bringing goods live. In order to encourage dealers to participate, various sales companies have clearly issued documents to provide merchants who pick up goods and complete orders at "Dong Mingzhu's store" with additional subsidies ranging from 50 yuan for hang-ups and 100 yuan for cabinet machines.This series of actions
is Dong Mingzhu’s warm-up for the third channel reform of Gree Electric . It is not intended to be shown to the external market, peers, and consumers, but mainly to the internal sales companies and operations management of various places. From the team's perspective, the existing channel model cannot remain unchanged, and the prospects are bright after the change. As a result, Dong Mingzhu once again took charge of the marketing business of Gree Electric after a lapse of 10 years, and once again shouldered the important task of empowering corporate development through channel reform and achieving continued growth at scale.
As early as more than 20 years ago, Dong Mingzhu single-handedly pioneered the "regional manufacturer joint-stock cooperative system" sales model of Gree Electric . Until 2011, Dong Mingzhu once again led the change in the sales model of Gree Electric , that is, from each regional joint-stock sales model The company has become a new pattern in which a national trading company controls the national sales channels of Gree Electric .
public information shows: Starting from 2011, the operating entities of Gree Electric sales companies across the country have changed. "XX (city name) Shengshi Xinxing Gree Trading Co., Ltd." has replaced the original "XX (city name) Name) Gree Electric Appliances Sales Company", and there is only one investor in Shengshi Xinxing Gree Trading Co., Ltd. in various places, which is Beijing Shengshi Hengxing Gree International Trading Co., Ltd.
Entering 2020, standing at a new crossroads of a new round of era, economy, and industry development, Dong Mingzhu once again led the third transformation of Gree’s channels. Its essence is not to open up "online and offline", nor is it to comprehensively integrate 30,000 dealers. Shift to online "live streaming selling", instead: 1. Adjust the functions and redefine the interests of the regional sales company that has existed for more than 20 years 2. Let the Gree franchise store directly open the WeChat store "Dong Mingzhu's store" The distribution platform picks up the goods, and "Dong Mingzhu's Store" will become Gree's new nationwide direct sales platform, which is basically consistent with the essence of Internet direct sales that Oaks has explored in the past few years.
However, the key points of these two changes are: 1. What will the numerous provincial sales company teams in the past use to maintain normal operations in the future? Can single operation management and distribution after-sales support the development requirements of the sales company team? There will be a wave of layoffs in sales companies. How to ensure related benefits? 2. Is the micro-store "Dong Mingzhu's Store" belonging to Gree Electric , or the national agent of Gree Electric "Beijing Shengshi Hengxing Gree" International Trading Co., Ltd."? Who is the biggest winner of this change?
In fact, as the current national general agent of Gree Electric , the controlling shareholders of Beijing Shengshi Hengxing Gree International Trade Co., Ltd. at the beginning of its establishment were: Beijing Zhicheng Huahai Investment Co., Ltd., Hubei Xinxing Gree Electric , and Henan Chengxin Gree Electric , Chongqing Jingxin Gree central air conditioning , Zhejiang Tongcheng Gree Electric Appliances , Hebei Gree Electric Appliances Marketing, Beijing Mingzhu Xinxing Gree Air Conditioning, Sichuan Xufeng Gree Electric Appliances Sales Co., Ltd., Guangxi Gree Air Conditioning Sales Company, Hubei Shengxing Gree Electric Appliances 10 sales companies. Today, the actual controllers of this company are Hebei Gree agent Xu Zizi and his son Xu Wei. So, how the two people control the national sales company system of Gree Electric is still a mystery.
Many Gree regional merchants responded: Since the establishment of Beijing Shengshi Hengxing Gree International Trading Co., Ltd., over the past many years, all Gree Electric Appliances local sales companies have to go through this company to pick up goods, and each air conditioner is made out of thin air. Add some costs and it becomes the company's profit. This also puzzles many Gree sales companies. Not only does this go against the principle of vertical flattening of channels, but more importantly, why does Gree Electric tolerate the long-term existence of this company and devour the profits that originally belonged to factories or merchants? This also affects, to a certain extent, the direction and trend of the third channel reform of Gree Electric .
====
Home Appliance Circle: A value sharing platform that covers a wide range of industries, has professional content, and has clear views. Unauthorized reprinting of this article is strictly prohibited and violators will be prosecuted!
====
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-