Why can’t Dong Mingzhu make a good mobile phone?

“Good air conditioner, made by Gree”, but good mobile phone, hard to say. Over the years, Gree has built generation after generation of mobile phones, and the sales are terrible, but Dong Mingzhu insists on making mobile phones. Besides occupying the entrance of smart home through mobile phone, she also wants to take mobile phone as the second growth curve of Gree, but the reality is often cruel. < / P > < p > like the four mobile phones launched by gree in the past, DASONG mobile phone has been questioned about “low configuration and high price”. This 5g mobile phone currently sells less than 2000 sets, but it is the best-selling one in Gree series. < p > < p > if you want to do something 100 million minutes ago, Dong Mingzhu will do it with a high profile After entering the mobile phone industry in a high profile, Gree has produced four generations of mobile phones in a row, and has never turned out a splash. < / P > < p > Dong Mingzhu has become less tough. In an interview program in September, Dong Mingzhu did not emphasize the quality and sales of Gree mobile phones any more, and talked about failure for the first time, “Gree air conditioner has only made 20 billion profits in 20 years, and the mobile phone has a long time.” < / P > < p > despite repeated ridicule, the mobile phone business has not brought profits to Gree, or even damaged the Gree brand, but why does Dong Mingzhu insist on making mobile phones? < / P > < p > in 2015, the air outlet of smart home is surging. Smart home, represented by smart TV, is on the rise. According to the strategy analytics report, the global smart home market will reach US $155 billion by 2023, and smart home is the general trend. < / P > < p > home appliance enterprises must grasp the outlet of smart home. For them, besides producing smart products, the most important task is to seize the terminal and have a window to enter the market. Because smart home needs intelligent terminal as the entrance, in order to build the whole house intelligent ecosystem. < / P > < p > Gree is also unwilling to lag behind. It has been rumored that it will invest 1 billion yuan in Meizu to achieve cooperation. In the end, the cooperation failed. Some Meizu employees disclosed to the media that the two families did not reach an agreement. < / P > < p > however, Gree has no new news of cooperation with mobile phone manufacturers. However, competitors have cooperated with mobile phone brands one after another, and only Gree is left. < p > < p > Dong Mingzhu is not very worried. In her opinion, it is not difficult to make a mobile phone. She said in public several times, “Gree does mobile phones every minute.” < / P > < p > in January 2015, Dong Mingzhu revealed that he wanted to enter the mobile phone industry. Two months later, Dong Mingzhu showed Gree 1 at a conference. From the beginning of Gree 1 generation, Gree began the road of making mobile phones after repeated defeats. < / P > < p > in the introduction of Gree mobile phone, Dong Mingzhu frequently mentioned “smart housekeeper, one click to complete the distribution network of five devices”. In the 2014 annual report, Gree described the mobile phone business as “competing for the entrance of smart home, becoming a platform for connecting various household appliances and collecting data.” < / P > < p > if the mobile phone can be successfully developed, Gree can not only seize the entrance, do not need marriage and restriction, but also complete the transformation from a traditional manufacturing enterprise to embracing the Internet, step away from its peers, and develop more pillars for Gree’s single air conditioning business. It can be said that there are many things at one stroke. < / P > < p > take Gree 1 as an example, it is equipped with 4-core processor, 5-inch 720p, 2 million front camera, and the price is 1600 yuan. At that time, the popular Note2 used 8-core 64 bit, 5.5-inch 1080p, 13 million pixels, and the price was only 799 yuan. < / P > < p > the same problem appears on several mobile phones after Gree. Gree 2, equipped with snapdragon 820 processor, costs 3300 yuan. For the same chip, Nubia and vivo are less than 3000 yuan, and Xiaomi 5 is less than 2000 yuan. Gree generation 3, equipped with snapdragon 821, is still upgraded with memory, camera and battery. < / P > < p > in the fierce domestic mobile phone market, Gree basically has no exclusive cutting-edge invention except the screen size is getting larger and larger, which is comparable to the remote control and the overall fall resistance. For the 5g mobile phone recently released by Gree, take the front camera as an example, Gree still stays at 16 million pixels, while the big brands such as glory and oppo have already replaced it with 32 million pixels. < / P > < p > Gree’s mobile phone can’t keep up with the pace of iteration when it’s not listed, and it can’t make a mobile phone close to the needs of users. What Gree wants to do is an intelligent remote control around air conditioning, not a smart phone. < / P > < p > starting from the needs of Gree, what Gree needs is only an intelligent terminal with “Gree +” app, instead of comprehensively considering users’ social attributes and upgrading in memory, resolution and camera. < / P > < p > in 2016, Dong Mingzhu promoted Gree mobile phones at a summit. She picked up and fell down, shouting to domestic mobile phone manufacturers, “do you dare to do this? My cell phone doesn’t break when it falls from two meters high. ” < / P > < p > similarly, there are “Gree’s mobile phone will not break in three years” and “the mobile screen uses sharp, the best material”. When Dong Mingzhu repeatedly emphasizes the quality of the mobile phone, it also exposes Gree’s demand to make a product that will not break in hardware. < / P > < p > a former employee involved in the manufacturing of Gree 2 mobile phones told baobian that the team started with quality and made efforts in performance, but the performance of mobile phones in China changed too fast. < / P > < p > there are too few intersections between air conditioning technology and mobile phone technology. As the compressor, condenser, evaporator and other factory equipment for air conditioning, smart phones rely on display screen, battery, camera, chip, PCB and shell. < / P > < p > in the field of air conditioning, Gree is famous for being strict with its suppliers and employees. A gree employee recalled in his book that Zhu Jiang, then chairman of Gree Electric, once formulated 12 “general manager” prohibitions, one of which even specifically stipulated the sponge stick method, which required that the two ends should be well pressed and the middle should be wiped to reduce noise. The ban stipulates that any employee who is less than this will be dismissed immediately if they are found twice. < / P > < p > in the mobile phone industry chain, many parts suppliers have to avoid the harsh requirements. In 2015, it was reported that when Gree tested the voice coil motor used for focusing in the camera, it had to tap the assembled mobile phone on the table many times before testing whether it could take a picture. If it’s normal, you can become a part supplier of Gree. < / P > < p > air conditioner and mobile phone are totally different products. Air conditioner is a functional product, and mobile phone is a social tool. Two completely different products create two different ways of thinking.

mobile phone GREE mobile phone was Tucao, Dong Mingzhu did not give up, and even appeared on the boot screen, she also make complaints about GREE phones on various occasions. < / P > < p > Dong Mingzhu thinks that “the mobile phone business has not failed”, and says that “I don’t think it’s important what others think. The key is whether you do it right or not.”. If her determination to build a mobile phone has not changed, the mobile phone business will not stop. < / P > < p > according to the 2020 semi annual report, the gap between Gree, Haier and Midea in smart home has emerged. In the first half of the year, Gree Electric’s revenue in intelligent equipment business was only 200 million yuan, accounting for 0.3% of the total revenue. Midea Group’s robot and automation system business revenue was 9.523 billion yuan, accounting for nearly 7%. The ecological income of the Internet of things built by Haier Zhijia is close to 3.8 billion yuan, with a year-on-year growth of 96%. < / P > < p > the IOT business of Xiaomi, an old friend, has taken the lead in reaping dividends. In 2015, Xiaomi’s revenue from IOT and consumer goods was only 5 billion yuan, and it will grow to 62.1 billion yuan in 2019, a 12 fold increase. With the growth of revenue, the proportion of IOT’s total revenue is also on the rise, rising to 30% in 2019, becoming an excellent plate in Xiaomi circuit. < / P > < p > Xiaomi’s IOT and business have already conquered the city and occupied the core territory of Gree. As of September 30, 2020, the number of IOT devices connected to Xiaomi IOT platform has reached 289 million, up 35.8% year on year. < / P > < p > in the first half of 2020, affected by the epidemic, Gree’s single air-conditioning business was obviously trapped, with a year-on-year decrease of nearly 29% in revenue and 54% in net profit. Traditional air conditioning technology is becoming more and more transparent. This year, Gree’s air conditioning revenue was surpassed by Midea for the first time. < / P > < p > Dong Mingzhu once bet Gree’s second growth curve on new energy vehicles. In 2016, Dong Mingzhu Hao, together with Wang Jianlin and Liu qiangdong, took 3 billion shares in Yinlong new energy and made cars in a high profile. However, this business line continued to suffer from cold weather. < / P > < p > in 2018, Yinlong was successively exposed to industrial park shutdown, payment in arrears, product backlog and layoffs. By 2020, Yinlong’s shares of new energy vehicles were auctioned for nine times, and the auction price went down again and again. < / P > < p > there is no hope for new energy vehicles, but mobile phones have been used for five years, and there is still some accumulation. In 2020, Gree will change its mobile phone brand to DASONG and is not willing to give up the mobile phone business line. < / P > < p > however, Gree has been groping for five years, with only a few thousand models selling the most, while Xiaomi, which Dong Mingzhu despises, has delivered 70 million units five years after its establishment. < / P > < p > the mobile phone industry has always been a hero based on sales volume. Parts suppliers give priority to the supply of big brands of mobile phones. With the sales level of Gree mobile phones, they have no say in front of mobile phone parts suppliers. Gree needs to be like Luo Yonghao, asking suppliers to open production lines for Gree mobile phones. < / P > < p > analysts at canalys told baobian that Gree has studied mobile phones for many years, but it’s a pity to abandon them. Now, in the 5g tuyere, the Huawei event may make more space for the domestic market, and Gree still has the opportunity to win a place. gather and watch! Huawei P40 Pro evaluation: excellent mobile phone photography elegant design, do you like it?