Gree Electric wrote in the report letter that after Gree's own laboratory and commissioned a professionally qualified third-party agency to verify and verify, the energy efficiency ratio and cooling power consumption of the following eight models of air conditioning products of Oaks are different from their publicity and nominal energy efficiency value. Larger: KFR-25GW/NEW+3, KFR-35GW/NFI19+3, KFR-25GW/ZC+2, KFR-35GW/HFY+3, KFR-35GW/NEW+3, KFR-25GW/NFI19+3 , KF-26GW/NEA1+3, KFR-35GW/ZC+2.
Generally speaking, the Oaks air conditioner will appear in the process of using the consumer more energy-efficient labeling, and it is a shoddy behavior.
The reason why Gree reports Oaks can cause public opinion. On the one hand, it is rare to publicly report competitors. Whether this method violates business ethics is worth exploring; on the other hand,beautifulAnd Gree is a well-known "duopoly" in the air-conditioning industry. Gree has targeted the artillery fire at Oaks this time. Behind this step, "Chess" is worth pondering.
Ox Gree's multi-round "spoken war"
In addition to listing the specific models in detail, Gree explained the reasons for the public report in the report letter. Many consumers have previously reported to them that the Oaks air conditioner is cheap but consumes a lot of electricity, so they entrust a professionally qualified third party. Test verification. The results of the test results are consistent with the test results, and the energy efficiency ratio and the cooling power consumption test results are unqualified.
In the following Weibo, Gree Electric disclosed some test reports, and the inspection report was issued by Sichuan Electronic Products Inspection Institute.
Gree Electric said that at present, the above products are still sold through mainstream e-commerce platforms and physical stores. The critique of this behavior is also unrelenting--"the production and sales of unqualified air-conditioning products are seriously in violation of relevant national laws and regulations. Production and sales of unqualified products and the amount of sales is huge."
Subsequently, Oaks returned to Gree and his words were equally sharp: Gree was neither a consumer nor a national regulator. It claimed that consumers reported its products to them, which was obviously unreasonable and full of loopholes. Just as the 618 air-conditioning sales season is approaching, Gree adopts derogatory means and is an obvious unfair competition.
Oaks mentioned several sets of data in response: 1. Aux air conditioners have been the first in online sales and favorable rate for many years; 2. The data released by Aowei Cloud Network shows that the sales of Oaks air conditioners in the first quarter increased by 56%, Gree Air conditioning fell 11.6%.
Aux said that there is no fear of the vast number of consumers and relevant state departments to supervise the inspection. "For Gree's false report, our company has reported the case to the public security organ and will file a lawsuit with the judicial authorities to protect the legitimate rights and interests of our company and maintain the normal order of the market."
Late at night on June 10, the General Administration of Market Supervision issued an urgent microblog, saying that it attached great importance to this matter. "In the afternoon of the same day, the Zhejiang Provincial Market Supervision Administration was notified to investigate and verify the relevant situation as soon as possible. The results of the investigation and verification will be handled according to the law and will be disclosed to the public in a timely manner."
Air conditioning head brand ushered in reshuffle
If it wasn't for Oaks' data in the response to prove that he was being subjected to malicious and unfair competition, people would still be stuck in the impression that Oaks is "light".
Sohu Technology has studied the relevant research report of the air-conditioning industry. In fact, the air-conditioning head brand is ushering in a new round of qualifying wars, and the old pattern is being subverted.
Previously, Gree occupied the first place in China's air-conditioning market for more than 20 years. After 2016, its market share showed signs of rapid decline, and this year's opening year was even more tragic.
Zhongyikang released the air conditioner market report for the first quarter of 2019. On the online market, the retail sales dimension, Gree is second only to the United States and Oaks, but sales account for only half of the US; retail volume dimension, Gree air conditioner retail volume is not as good Half of the second Oaks is roughly equivalent to one-third of the United States.
According to the report compiled by the China Business Research Institute, in the whole year of 2018, Oaks ranked first in terms of retail sales and retail sales.
In the offline aspect of Gree's traditional strengths, in the first quarter of this year, the offline market, the US air-conditioning retail sales accounted for 33.31%, ranking first; and higher than the second-ranked Gree air-conditioning 3 percentage points, Haier ranked first three.
However, according to the data for the whole year of 2018, Gree's offline retail sales accounted for 37.86%, and retail sales accounted for 33.12%, accounting for more than 30% of the total, ranking first in the industry. However, this figure also exposed the imbalance of Gree's online and offline markets. Gree's online retail sales accounted for only one-half of the offline market. Moreover, the e-commerce channel is a recognized new mainstream trend in the home appliance industry.
In the past 10 years, the pattern of air-conditioning consumption has been controlled by the “duopoly” pattern formed by Gree and the United States. But now, at least from the online point of view, Oaks has achieved a go-ahead.
On June 10th, it happened to be the week before the 6.18 big promotion. In the face of a sudden air-conditioning war, manufacturers have also begun to sprint the sprint. Gree throws a "blockbuster" at this extremely critical point in time, and the heavy blow can be imagined.
Different roads with different results
Prior to August 2015, June 2017, November, and September 2018, Gree Electric had repeatedly brought it to court with Oaks infringement. In addition to infringement of patent rights, Dong Mingzhu also publicly stated that Oaks has dug away hundreds of research and development backbones.
Gree's biggest taboo against Oaks is simply dissatisfaction with the rapid development of Oaks status. However, Oaks can become this "dark horse" and its strategic foresight played a decisive role.
In 2012, Oaks officially transformed from the traditional home appliance company to the Internet, and determined the deployment of the business strategy based on the Internet and intelligence. It became one of the earliest white power companies to launch e-commerce, and fully invested in 2015.
Taking the "Internet air-conditioning direct sales" road and canceling the intermediate agent link, Oaks is ahead of the home appliance industry. Oaks is the first andJingdongThe company that has opened the background data with the rookie has greatly improved the efficiency of the Internet operation of Oaks. In addition, in the service, the Oaks factory and the shop owners can check the logistics and installation steps, consumers can also score the service, and The experience of Taobao is very similar.
Oaks used actual actions to prove that "early birds have insects" - since 2016, Oaks has achieved the first online scale and growth rate for three consecutive years.
In contrast, Gree proposed "all-person marketing" in 2019. Dong Mingzhu advertised his "micro-shop" on the representative passage of the two associations before he began to purposefully embrace the Internet.
For many years, Gree has been adhering to the "community of interest" such as the sales company jointly funded by Gree and dealers as a core sales model. This model has greatly helped Gree's "offline boss" who has been working for many years; but now, for The side effects of scorn and indifference in the diversification of sales channels have become increasingly prominent, and Gree has been left behind by the era of Internet surfing and consumer rejuvenation in the home appliance industry.
With the continuous deepening of the brand of Midea, Oaks and other brands, the innate advantage of Gree's layout line has gradually faded, and "procrastination" eventually caused "complications."
However, the current situation is that the online market is still blue ocean. The online penetration rate of the home appliance market is increasing year by year. At present, it only accounts for 35.48% of the overall home appliance market. This is the last chance for Gree to “get on the last bus”.
At the end of the first quarter of 2019, the total inventory of air-conditioning industry has reached 40 million, and the entire Chinese air-conditioning industry has “overcapacity”. Last year, Gree, the fierce channel of cargo pressure, has been repeatedly criticized by the outside world.
Under the pressure of high inventory, Gree has to complete Dong Mingzhu's rhetoric of "there is a 10% increase in annual growth" and "the picture of 600 billion in five years." In addition to its own efforts, it may really need other means to achieve it.
Text | Sohu Technology Ma Wenzhao
(Sohu Technology original reproduced reproduced source)