Gree Hebei Dealers Change Bureau: Xu Zifa withdrawn and the successor has appeared. How can the "anti -Ge" drama end?

On August 28, a reporter from Beijing Commercial Daily learned from various channels that Gree Electric has a new authorized dealer in Hebei -Zhuhai Gege Digital Technology Co., Ltd. The limited company completely withdrew from Gree's business.

Data Map Zhang Xiaoyan/Photo

In fact, Gree and Hebei's emerging dark battles have begun to show up after the sudden "heat" of Philips air conditioners this year.

In recent years, Dong Mingzhu has launched the channel change of Gree Electric, and Hebei dealers represented by Xu Zifa have taken the lead in "easy", digging a large number of backbones from Gree, and renting the Philips brand to seize the market.

Relevant analysis believes that Gree, as a leading enterprise of air conditioning, has rich experience in competing with head manufacturers such as Midea and Oaks, and is not afraid of Philips air conditioning that suddenly kills. The key to Gree's future.

Hebei dealer "inverted"

Recently, with the notice of Xinxing Paper in Hebei, the news that the headquarters Zhuhai Gree stopped supply has aroused market attention. According to several media reports, in the Gree's distribution system, the Hebei market is controlled, and Xu Zifa, who has a significant position, also hosted a banquet in a five -star hotel in Shijiazhuang to thank the provincial dealers. Dealers, ask them to clear the Gree products in their hands as soon as possible. This move was regarded as some of the views as Xu Zifa's "embrace" of distributors in the province and switched to Philips.

Xu Zifa, the emerging chairman of Hebei, announced in a recent event that "not doing Gree" transferred to Philips. It is true that the Beijing Commercial Daily reporter also interviewed Philips air conditioning, but as of press time, the other party did not give a reply.

In fact, the dealer has always been an important sales channel for Gree. Gree Electric describes the sales channel as "autocorganize control, mutual benefit and win -win" in the annual report, and states that "Gree has established an offline sales network covering the country. Company and more than 30,000 specialty stores provide consumers with services ", and" Jinghai Internet Technology Development Co., Ltd. "is the embodiment of" mutual benefit and win -win ".

On April 25, 2007, the "Jinghai Interconnection" formed by the 10 Gree Electric Sales Company by 10 Gree Electrical Appliances Area. As a strategic investor, Gree Electric's shares from Gree Group became the second largest shareholder of Gree Electric. The share ratio is 10%. According to Gree Electric Announcement, among these 10 companies, Xu Zifa's Hebei Gree Electric Marketing Co., Ltd. is the largest shareholder with a shareholding ratio of 28%. Gulle's stock was punished.

Although Hebei dealers are "inverted" today, Zhuhai Gree has also found a new successor. On August 22, Zhuhai Gree Electric Co., Ltd. released a authorized letter to authorize "Zhuhai Yige Digital Technology Co., Ltd." in Hebei Province. All channels, using multiple Gree's trademarks, this move is interpreted by the market as Gree through its own family and horses, establishing more easy control channels.

Relevant analysis pointed out that two years ago, Gree began to actively promote new retail reforms. Retailers can directly place orders at the WeChat Mini Program online mall of Gree Dongmingzhu store, which impacked the original rich profits of the agent. This is also one of the reasons why Hebei dealers are "inverted".

Regarding the situation of Gree's dealers, a reporter from Beijing Commercial Daily also conducted some investigations. A dealer in Huairou in Beijing was launched in September, and a dealer in Inner Mongolia had switched to career.

Philips air conditioning "fog"

On March 4 this year, Philips Air Conditioning Research Base settled in Luzhou, Anhui. Philips Air Conditioning has invited some self -media to interview on the spot. Xu Zifa also appeared as a representative of Philips Air Conditioning Director. At that time, Xu Zifa was also the director of Gree Electric's second largest shareholder.

"Philips has been selling and selling in recent years, and brand authorization has been done everywhere. The most shocking is that the core staff of the Philips air -conditioning operation team almost all come from Gree Electric, including the company's chairman, president, deputy president, and vice presidents, and The heads of relevant functional departments such as the marketing department are middle and high -level managers of the original Gree Electric. "A home appliance industry told a reporter from Beijing Commercial Daily.

Behind Xu Zifa's "Yizi", the "identity" of Philips air -conditioning is another layer of mist shrouded in the incident. In fact, it has always existed around whether Philips air conditioner is a "fake foreign devil".

The well -known Philips, which is called "Royal Philips of the Netherlands", was one of the largest electronic brands in the world. Philips TV and the inclusion machine began to enter Chinese families in the 1980s. However, with the Chinese home appliance market competition It is becoming increasingly fierce, and Philips has already withdrawn from everyone's electricity market.

A person close to Philips Home Appliances told a reporter from Beijing Commercial Daily that today's domestic Philips home appliances cover the five categories of kitchen appliances, coffee machines, clothing care electrical appliances, floor cleaning appliances and air purification electrical appliances, which are independent brands. It does not include Philips air conditioning.

According to public information, in 2020, Yu Fangwen, the founder of Meibo Air Conditioning, took over the China Operation Headquarters of Philips Air Conditioning and produced "Philips Air Conditioning" by Meibo OEM. "Limited" enterprise.

According to industry and commerce information inquiry, Shanghai Feili Technology Development Co., Ltd. was established in May 2021. It was just taken over the Philips air conditioner shortly after its establishment. From the name "Feili", it is speculated that Shanghai Feili is likely to be a entity that specializes in the pickup of Philips air conditioners. In addition, Huang Hui, the current chairman of Philips Air Conditioning, and Hu Wenfeng, president of Philips Air Conditioning, currently hold 10%and 15%of the company named "Nanjing Zhipu Supply Chain Management Co., Ltd.", which are also shareholders of the company. Including the "Shanghai Feili Technology Development Co., Ltd." mentioned earlier, and another company related to air -conditioning manufacturing "Anhui Meibo Intelligent Electric Group Co., Ltd.".

It is reported that from the perspective of the previous Philips operating routine, it is not ruled out that it is a model of the brand authorization charging the authorization fee. Because Philips began a large -scale brand authorized to charge Chinese companies many years ago, and these products are basically limited to only sold in mainland Chinese markets. In this regard, Philips air conditioner did not give a reply to the Beijing Business Daily reporter.

The "inner roll" of both defeats

How will this "anti -Ge" drama end in the end? Will Dong Mingzhu's counterattack including a series of actions including law prosecution and other actions including the previous beauty and Oaks have become the focus of attention in the industry. At present, Gree Electric has not responded to the Beijing Commercial Daily reporter since the outbreak of the incident.

Lawyer Qiang Yong told the Beijing Business Daily reporter that almost all of the core staff of Philips air -conditioning came from Gree Electric, which was suspected of improper competition in itself.

At present, Philips Air Conditioning is also different from Gree Electric. According to Gree Electric's financial report, from 2016 to 2021, in addition to the decline in revenue due to the epidemic in 2020, Gree Electric has maintained the rest of the year. From 2019 to 2021, revenue was 200.5 billion yuan, 170.5 billion yuan, and 189.7 billion yuan. At the same time, Gree's R & D investment did not fall behind. In 2020 and 2021, it increased by 2.74%and 4.03%year -on -year, respectively, reaching 6.053 billion yuan and 6.297 billion yuan.

From the current market structure, Midea, Gree, and Haier have firmly occupied the market. The market share of the five manufacturers of the head of the head is highly concentrated, occupying nearly 90 % of the market share, and the opportunity for Philips air conditioning is not obvious.

However, from the perspective of Gree itself, the deeper reason for the outbreak of this contradiction with dealers is the reform of electrical sales channels. More than 20 years ago, Dong Mingzhu founded the "regional manufacturer's share cooperation system" dealer system to effectively curb the vicious price between dealers to snatch market share.

Tianfeng Securities released a research report in July that Gree had been very competitive in the air -conditioning market through a widely covered and deep channel network and strong control over channels. However, with the rapid growth of e -commerce channels, the channels gradually flattened, and the growth rate of the air -conditioning market gradually entered the mature stage, which made the existing prosperous Xingxin system and rebate distribution model encountered a bottleneck.

According to reports, after the Spring Festival in 2020, Dong Mingzhu publicly proposed the strategy of channel changes for the first time. The core is to change the functions of sales companies in various regions, cancel agents at all levels, and use dealers to directly pay the goods to the headquarters. In the process of channel reform, Gree Dong Mingzhu shop has become an important online channel for Gree.

Xu Yiqiang, an industrial observers, believes that as consumers' personalized requirements are gradually highlighted, the layering of consumer groups becomes clearer. The online market is the future development direction of air -conditioning products. New categories such as new air -conditioning and mother -to -child air -conditioning are on the Internet. For example, In the first half of the year, the sales of new air -conditioning online increased by 431%year -on -year. In this context, leading companies such as Gree also needed to "from good" to adjust the channel layout in a timely manner.

For a long time, Gree Electric has preferred to press the goods at the dealer, and then slowly digesting inventory. In May 2022, Dong Mingzhu said at the company's annual performance briefing that Gree has been using dealer's goods for more than 20 years. There are about 20 billion to 30 billion yuan of air conditioners every year in the channel, which needs time to digest. Now the epidemic has developed the online sales model rapidly. Therefore, Gree has accelerated channel changes in the past two years.

Xu Yiqiang believes that with the continuous development of the logistics industry, the capabilities of manufacturers' rapid delivery have been further enhanced, and retailers can also directly pick up goods from the manufacturer more conveniently, eliminating the dealer's level of price increase, but this is "kicked" for "kicking". The dealer is losses, and Gree's channel adjustment will inevitably suffer a certain amount of losses.

There are also industry views that although Philips air conditioning is temporarily unable to threaten Gree Electric, Gree Air Conditioner's opponent's Haier, etc., will take the opportunity to "inner rolls" when the two parties are "inner rolls". In the next step, how Gree, who lost some distribution channels, face it. Intersection It will become one of the biggest highlights of the domestic air -conditioning industry.

"The split integration of home appliance manufacturers is a normal business law, but the manufacturers must win a win -win situation. Toring and breaking up will definitely hurt the vitality. The billionaire, if you have to tear your face, you must eventually lose both defeats. "Xu Yiqiang said.

Reporter 丨 Jin Chaoli Wang Zhuli

Edit 丨 Zhang Lan

Picture 丨 Beijing Commercial Daily, State Credit Information Public Information Publicity System official website screenshot, vision China, Yitu.com

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