Gree phone accused of "brushing"
618 listed in the previous low-profile Gree color mobile phone, which has become a red circle of the mobile phone network in the past two months, the sale of a short period of one week sales surged, but was questioned by the outside world. Gree did not respond positively. However, Dong Mingzhu showed a red flag again. Domineering responded that "who does not buy is important. It is a user for me." Since the dramatic invasion of the mobile phone industry in 2015, Gree's mobile phones have repeatedly been featured on the headlines because of the astonishing remarks made by Shen Long not to see the tail and Dong Mingzhu. As a third-grade Gree mobile phone, it is still followed by Dong Mingzhu's online red marketing model. However, in the current mobile phone Red Sea, Gree's mobile phone, whether it is marketing or technical innovation, is not as popular as its counterparts.
â– New Express reporter Chen Xuedong
A sudden increase in sales leads users to question
According to Gree, the original intention of making mobile phones was to focus on smart homes, hoping that mobile phones will become the control center of smart homes and the entrance of smart internet of things, instead of rashly fighting back with Lei Jun. However, the ideal is very good and realistic. The cell phone business only has imagination when it reaches a certain scale. The Gree mobile phone launched in the third generation last month, still failed to get out of the plight of the first generation and the second generation sales downturn, and even was exposed due to poor sales and pay orders.
It is said that this color cell phone priced at RMB 3,200 was sold low-key before the 618 e-commerce deal, and sold only 5 units on the first day at Gree Mall. The "high-end" pricing and bleak sales caused huge sales. dispute. A week after the sale, sales exceeded 5,000, and sales soared thousands of times.
However, some netizens questioned the sudden increase in sales, and there was a suspicion of "single order." Because in the evaluation of less than 100 purchases, the rating number of the five users is "Five consecutive". In the face of “single brushing†queries, Dong Mingzhu demonstrated its consistent red-hot traits. Domineering responded by saying: “Whoever buys is not important. It is a user for me.†In fact, as the mobile phone industry knows, Whoever buys is actually very important. There is no feedback from real users. It is difficult for mobile products to solve consumer dissatisfaction in continuous iterations.
As the chief salesman of Gree Mobile, Dong Mingzhu also tried to applaud him in addition to his overbearing response. Last week, when she was attending an event, she once again displayed a “traditional†language that was not surprisingly dead, arguing that users would never let go of Gree’s mobile phones and were confident in their quality.
B mobile phone network is not far from the red
In fact, no matter this time or in the past, when it comes to Gree mobile phones, Dong Mingzhu must be surprised. The remarks that are extremely inconsistent with the reality have always caused great controversy and even mocking.
As a newcomer to the mobile phone ring, Gree's mobile phone seems to have deliberately taken a different path. In the age of the Internet, everybody hates to invite stars and engage in marketing. Gree mobile phone never engages in conferences, but is quietly on the line; there are no celebrity spokespersons, and some spokespersons are only Dong Mingzhu. The same is the new entrant, Luo Yonghao's hammer mobile phone also has red characteristics, but its large number of basic still in accordance with the rules of the mobile phone ring. The same is the third grader, although the past several hammer mobile phone sales ups and downs, the road is not going very smoothly. However, the latest product, Nut Pro, ranks seventh in the mobile phone cumulative sales ranking from June 1st to 18th and ranks eighth in sales, ranking top 10 with Apple, Huawei, Xiaomi and other big names.
Dong Mingzhu's maverick or online marketing model was amplified by Gree's mobile phone. In the Gree mobile phone generation, Dong Mingzhu put his own head on the mobile phone boot screen, which triggered a “cheering†for melons and saved a lot of advertising endorsement fees. She broke the phone by saying nothing to prove the quality of Gree's mobile phone; at the end of the year, she made an additional Gree mobile phone for employees to raise her salary. But soon, the media caught the screenshot of the second-hand site's low-cost transfer, and guessed Gree's employees. Not optimistic about their own mobile phones.
The more you are not optimistic about it, the more you have to prove it to you. Dong Mingzhu always insists on her "relentless style" of iron lady. So, at a shareholders’ meeting earlier this year, when someone mentioned that "Gree's cell phone was not successful," Dong Mingzhu shouted: "How do you know that I did not succeed, Huawei sold the boss, I sold the second child" "Why are you? I am so demanding to me and tomorrow I must do it today. Then I am not an immortal and have the ability to do it.†Of course, compared to Gree’s first two mobile phones, the Gree’s new “color circle†is still relatively A lot of low-key, not only without any advertising, even Dong Mingzhu also uncharacteristically failed to pay for their own new machine. We must know that Dong Mingzhu's title of "net red" is because Dong Mingzhu always starts with his own cell phone, since he started to make mobile phones.
C lack of mobile phone product is fatal
Many people may say that Dong Mingzhu’s high profile and strength are in the circle of home appliances. There has always been a saying that “Dong Mingzhu has not gone through the roadâ€. Dong Mingzhu has indeed made great achievements in the appliance circle, especially in the air-conditioning sector. At the end of 1994, diligent and high-profile, she took over the position of Gree Electric Appliances, Gree's annual sales of about 400 million yuan, a year later, Gree Electric sales increased 7 times to reach 2.8 billion, by 2012, Gree has achieved sales of 100 billion yuan, ranking first in the world for eight consecutive years of sales. However, industry sources have told reporters that Gree air-conditioning products itself is good quality, coupled with Dong Mingzhu's marketing capabilities, even more powerful. On the other hand, the Gree mobile phone, a generation of lost in the product, product design competitiveness is too weak; second-generation product competitiveness is relatively high, but too high pricing is difficult to support; three generations of products did not get out of the same quagmire as the second generation of products. The reason why Gree's mobile phones failed to become popular in the mobile phone market is due to its overconfidence in manufacturing technology and the difficulty in underestimating the size and strength of the mobile phone industry.
It is undeniable that Gree, committed to “making the world love Chinaâ€, is a leader in manufacturing in China. It has unparalleled advantages in air-conditioning production, but mobile phone production and air-conditioning are completely different, and the exploration of production technology and efficiency have become The primary problem in front of Gree. "The Gree color mobile phones still use the Snapdragon 820 processor, an important reason is that they can't get the Snapdragon 835's goods." Recently mobile phone supply chain source told reporters that the new brands are almost difficult to have a foothold in the high-quality supply chain place. Whether it is a chip manufacturer or a screen manufacturer, or a variety of component manufacturers, it will give priority to mainstream mobile phone brands such as Huawei, OPPO, vivo, Xiaomi, and Jinli. In this case, the new brand could not even obtain quality parts, let alone launch high-quality products. The current smart phone market has long been a threat to the Red Sea. When 360 founder Zhou Hongyi launched the 360 ​​mobile phone, he said, "The smart phone industry is not the Red Sea, but a sea of ​​blood."
Observed
More and more consumers pay only for "practical" orders
The uniqueness of the mobile phone industry lies in the fact that it competes fiercely with most of the small household appliance industries. Therefore, all major players must go all out. It is not easy to say that there is a certain amount of chance to go all out, but if you play tickets, it will definitely be on the edge of the market. Change. If Dong Mingzhu's blind confidence in mobile phone technology is a mistake, then Gree's lack of investment in marketing and channels is a big mistake, making it a "good show" for entertaining the mobile phone market. This kind of pass-through approach to attracting passers-by onlookers is of course beneficial to personal and corporate awareness and saves a lot of advertising expenses, but it has limited effect on conversion to actual sales, and it is extremely easy once there is a gap between product delivery and user expectations. Create a negative word of mouth.
In the operation of Gree mobile phone, Dong Mingzhu’s personal brand has always surpassed Gree’s mobile phone brand. Its essence is net red rather than entrepreneurial enterprise entrepreneurs. It does not help Gree’s mobile phones, but due to the low price and high price, The screen is plagued by users.
The concept of customer purchase after market education has changed, feelings or concepts are less attractive to users. More and more users have turned to pay for practical value.
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