Why is Dong Mingzhu’s “mobile dream” so persistent?

On December 7, without any warm-up, a new product named “Da song 5g mobile phone” quietly landed in Gree mall. At present, there are two colors available: “Star River in the evening” and “Aurora of enchanting night”. Among them, the price of 6 + 128G is 2699 yuan, and that of 8 + 256g is 2999 yuan. < / P > < p > it has been five years since the Gree mobile phone was launched in 2015. However, the three generations of Gree mobile phone products did not make waves in the market, but did not let Dong Mingzhu’s enthusiasm for making mobile phones diminish at all. Why does Dong Mingzhu, who has always been a strong player, stick to making machines. Can this big pine 5g mobile phone help Gree mobile phone to a new level? < p > < p > on the afternoon of December 7, DASONG 5g mobile phone was quietly put on the shelves in Gree mall. According to the information on the sales page, Gree DASONG 5g mobile phone uses a 6.81 inch 1080p left perforated screen, the screen material is LCD, and the rear shell is designed with “s” streamer superimposed holographic rainbow texture. < / P > < p > in terms of photographing, the front 16 megapixel camera is equipped with a 64 million pixel main camera, an 8 million pixel ultra wide angle lens, a 2 million pixel depth of field lens and a 2 million pixel macro lens. < / P > < p > in terms of core configuration, Gree Da song mobile phone is equipped with high pass snapdragon 765G processor, with 6G + 128GB as standard, 8g + 256gb memory setting as the maximum, and also built-in VC liquid cooling copper tube. The battery is 5000mAh and supports 18W charging. < / P > < p > it is understood that in Qualcomm, “7” chips are at the midrange level, while “8” chips are at the flagship level. In 2018, Gree Electric launched the third generation Gree mobile phone with the snapdragon 821 processor. This time, Gree’s new 5g mobile phone uses the Qualcomm snapdragon 765G, which means that the market positioning is the midrange. < / P > < p > it is worth mentioning that the 5g mobile phone new product released this time did not continue the Gree mobile phone brand, but was renamed “DASONG tosot” brand. In this regard, Liu buchen, an analyst in the home appliance industry, believes that it may be worried that the mobile phone business will not open up for a long time, which will damage the brand image of Gree. In the case of unwilling to give up the layout of mobile phones, the use of “DASONG” brand can reduce the possible negative impact. < p > < p > Gree has been involved in the mobile phone industry for more than five years. In March 2015, Dong Mingzhu, chairman of Gree, suddenly announced that he would enter the field of smart phones. At that time, Dong Mingzhu, who was giving a speech at Sun Yat sen University, suddenly took out his Gree mobile phone and said, “I’m already using it.”. At that time, Dong Mingzhu said confidently, “if I make a mobile phone, I will let consumers not change their mobile phones for three years.” We hope to sell 100 million mobile phones a year, at least 50 million. < / P > < p > then, the reality is not satisfactory. On June 1, 2015, Dong Mingzhu officially announced the sale of Gree mobile phone at the shareholders’ meeting of Gree Electric Co., Ltd., with the price of 1600 yuan. But because the appearance, processor and camera configuration are not dominant, consumers don’t pay. < / P > < p > subsequently, Gree mobile phones have been launched in 2016, 2017 and 2019, including the second generation, color world and third generation. But so far, Gree color mobile phones have been off the shelves. The only Gree 3G mobile phone still on sale in its official mall has a total sales volume of only 5898, which is far from the small target of “selling 50 million units”. However, this has not dampened Dong Mingzhu’s enthusiasm for machine building. She admits: the current sales performance of Gree mobile phones is not outstanding, but it has not failed. Now the big song 5g mobile phone is born, let people see Dong Mingzhu’s perseverance again. Why has Gree mobile phone “failed” three times, but Dong Mingzhu has never given up the dream of making a mobile phone? < / P > < p > some people in the industry pointed out that under the wave of 5g, Gree is striving to promote the development of diversification strategy. Mobile phones will be an integral part of Gree’s diversification and smart home strategy. Gree has the vision of taking into account both home appliances and mobile phones. < / P > < p > at present, in addition to mobile phones, Gree’s diversified development in other sectors such as household appliances, high-end equipment, communication equipment and so on is being promoted. Among them, DASONG, as one of the exclusive brands of Gree Electric appliances, mainly includes electric fans, electric heaters, water purifiers, air purifiers, etc. < / P > < p > it is worth mentioning that in the product details of DASONG 5g mobile phone, Gree focuses on the related functions that the mobile phone can realize intelligent interconnection and can be customized to control smart home devices. < p > < p > previously, Dong Mingzhu once said that he hoped Gree mobile phone would become an intelligent and interconnected controller, so that all electrical appliances in the home could be controlled by mobile phone. At the end of 2019, Gree introduced its smart home blueprint of “interconnection of all things, echoing with each other” at the press conference. Today, Gree’s first 5g mobile phone is obviously aimed at building its own ecological chain. In this regard, Song Jia, director of the innovation center of the Mechanical Industry Economic Research Institute, said that Gree’s 5g mobile phone layout should be related to its IOT strategy in smart home and other fields. In recent years, Gree has been trying to restructure its products with the advantages of new energy chips and mobile phones. But unfortunately, so far, it has not been possible. < / P > < p > according to the data, in the first half of this year, Gree air conditioning still accounted for 60% of the revenue, while the revenue of living appliances and intelligent equipment accounted for 3% and 0.3% respectively, and the proportion of air conditioning revenue still accounted for more than half of the country. In contrast, Midea’s product line is more rich and balanced. In the same period, Midea Group’s air conditioning revenue accounted for 46%, consumer electronics accounted for 38%, and robot and automation system revenue accounted for 6.85%. The product line in smart home layout has been relatively perfect. < / P > < p > based on this, Gree’s first mobile phone in 5g era naturally has high expectations, but it is still hard to be optimistic. As a midrange model, DASONG 5g mobile phone looks quite comprehensive, and the product performance balance is high enough, but the price close to 3000 yuan is also quite high. Oppo reno3 and vivo iqoo neo3, which are similar to the price of DASONG 5g mobile phones, are obviously more cost-effective. < / P > < p > at present, Chinese mobile phone market brands are increasingly concentrated. According to canalys statistics, the top five manufacturers in China’s smartphone market accounted for 95.2% of the market share in the third quarter of this year. As a new force in the mobile phone market, if there is not enough competitive advantage, it will be difficult to win over users. Some netizens said that “this price can only be said to be regular, really curious who will buy this mobile phone.”. < / P > < p > up to now, the sales of Gree’s first 5g mobile phone on official stores are still less than 100%. Judging from the outcome of previous generations of products, Gree DASONG G5 is likely to be unable to get rid of the cold. In response, Xiang Ligang, an observer of the communications industry, said Gree needed to solve its own competitiveness problems of mobile phones, including quality, brand and channel construction. < / P > < p > from the beginning of high price and low configuration, the performance and configuration of Gree mobile phone is gradually improved, which also shows that Gree mobile phone has been making progress. If there are breakthroughs in cost performance, competitiveness and innovation, Gree mobile phone may still have a place in the future market. Continue ReadingASMC, a lithography maker, was one of TSMC’s 14 top suppliers last year