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Behind the report of Oaks product failure: Gree is looking for a way out for himself?

via:CnBeta     time:2019/6/12 22:32:44     readed:203

At around 9:30 on the evening of the 10th, Gree Electric again made a sound, issued a report on the relevant products, and said that sufficient evidence has been prepared for the supervision department to read, and will be announced to the public according to the situation.

Two majorair conditioningThe confrontation of enterprises has attracted the attention of the regulatory authorities.

Late at night on the 10th, the General Administration of Market Supervision said that it had notified the Zhejiang Provincial Market Supervision Administration on the afternoon of the 10th to investigate and verify the situation as soon as possible, and to dispose of it according to the law according to the investigation and verification results, and to disclose it to the public in a timely manner.

In addition, Zhejiang Ningbo Police also accepted the report of the Oaks Group on the damaged business reputation and the reputation of the goods on the 10th, and will investigate according to the facts.

In the morning of June 12, Zhejiang Voice said in its official Weibo comment on the matter, the Oaks Group believes that Gree Electric does not care about the overall situation.Aux said: "Under the Sino-US trade war, national brands should work together to the outside world. Gree directly fights against local enterprises, regardless of national interests, and disregards the overall situation of the country."

However, Oaks subsequently clarified that "Gree is indifferent to national justice" is a private chat by executives, not an official statement. On the afternoon of the 12th, the Oaks Group issued a statement on its official Weibo, stating that “all of our products have passed the 'Aux Air Conditioning Co., Ltd. Oaks Test Center' (by the Energy Efficiency Label Management Center for record and CNAS accreditation, with testing qualification) Detect and submit test reports and other materials to the Energy Efficiency Label Management Center for record."

At the same time, it also attached the proof of the energy efficiency labeling of the eight air conditioner product models reported by Gree. As for the sudden arrival of the incident, the Oaks Group is clearly starting to prepare.

In this dispute, I called Oaks' after-sales customer service. Regardless of any problems, the other party used the "official response, our air-conditioning quality is guaranteed" to respond, apparently over-training.

Immediately, the after-sales customer service also arranged for after-sales maintenance engineers to follow up. In the face of "If you have an error in energy efficiency, what measures do you have after sale", the other party responded that:"You need to ask for it, now you are busy, you can reply tonight."

Reporting Oaks undoubtedly time node was questioned by netizens

At the Gree Electric Media Communication Conference on June 11, Gree Electric mentioned the reason for reporting Oaks.The person in charge of the Gree Electric Law Department said that when communicating with investors, consumers and customers of the company in the past six months, I learned that there are two kinds of performances about the air conditioner of Oaks. The first one is that the market price is very low, the second one. The situation is that the power consumption is relatively large.

In this regard, Gree's technical department purchased the more mainstream models on the market and tested it. It turned out that these models did not conform to the mandatory standards required by national laws and regulations. To be exact, they have not yet reached the threshold of market access. efficiency.

In order to ensure the objectivity of the test, Gree commissioned a qualified third-party agency to conduct the test. The results of the third-party test were consistent with the results of the Gree test—that is, the Oaks air conditioner did not meet the national mandatory energy efficiency standards, and the conclusion was unqualified. .

After discovering this situation, Gree reported this situation to the local authorities including Hunan, Hubei, Anhui, Henan, etc. The relevant state administrative agencies accepted the complaints and also tested these models on the market. . At present, some products that are not qualified for initial inspection are being reviewed.

However, the time points reported by Gree Electric Appliances have also caused many netizens to question. The reason for questioning is mainlyJingdongIn the list of home appliances on June 10, Oaks ranked first in the air-conditioner category, surpassing the US with a slight advantage, while Gree ranked only third, and sold less than half of Oaks.

In addition, sales of Ox air conditioning lines rose 56 percent in the first quarter, while Gree air conditioning fell 11.6 percent, according to data released by Oviyun. The second quarter is the peak season for air conditioning sales, coupled with the influence of JD.com 's "6. 18 Shopping Festival", the competition among major manufacturers will be more fierce in the second quarter.

In addition, according to public information, Midea has achieved a transcendence of Gree in the air-conditioning category. In November 2018, the top ten brands of domestic air-conditioning network retail sales were: Midea, Gree, Oaks, Haier, TCL, Chigo, Hisense, Kelon, Whirlpool, Changhong, which accounted for 92.1% of the market share. .

Midea occupied the first position in the air-conditioning market with a market share of 28.2%. Gree took the second place with a market share of 25.1%. Oaks fell to third with a subtle difference of 21.6%.

This is also a portrayal of Gree’s air conditioners for a long time.According to the financial report released by Gree Electric Appliances, the market share of its air-conditioning products has declined for three consecutive years.

It can be said that Gree Electric is faced with a situation in which there is a blockage and a follow-up.

Gree is trapped in the "bad money to drive out good money" cycle

It is undeniable that the quality of Gree air conditioners has been well received by users. Phoenix Net Technology interviewed a number of users on the incident, both said that "the quality of Gree air-conditioning is very good, Oaks air-conditioning maintenance rate is too high."

However, the quality is not translated into the absolute advantage of Gree Electric, but the price and channel have become the shortcomings of Gree Electric.

The total data of Omni Cloud.com shows that the retail volume of the air-conditioning market in 2018 was 57.03 million sets, an increase of 1.6% year-on-year; the retail sales volume was RMB 20 billion, up 4.1% year-on-year. As the real estate market continues to experience cold, the air-conditioning retail market will continue to experience a slowdown. According to Ovi Cloud's forecast, the retail volume of the air-conditioning market in 2019 was 55.9 million sets, down 2% year-on-year; the retail sales volume was only 5.1 billion yuan, a year-on-year increase of only 0.2%.

This pessimistic expectation is enough to show the current downturn in the air-conditioning retail market. However, Gree Electric proposed the ambitious goal of the next five years in 2018.

Gree Electric proposed to achieve sales revenue of 600 billion yuan in 5 years, that is, in 2023. In 2018, Gree Electric just passed 200 billion yuan, which means that two Gree appliances were rebuilt in five years.

In order to achieve this goal, Gree Electric called on the company to sell all employees in 2019. During the two sessions this year,In an interview, Dong Mingzhu revealed that Gree now has 90,000 employees. She asked employees to open micro-stores and sell goods in the circle of friends. And she has reached 2 million sales since she opened the micro store for a month.

The industry believes that compared with the United States and Oaks, Gree's disadvantage is that it relies too much on traditional dealer channels, and the e-commerce channel started relatively late. The United States started very early in the e-commerce channel. In addition to the layout of the e-commerce channel, Oaks Air Conditioning also launched a customizable product portfolio for real estate.

In the sinking market, low-priced Oaks air conditioners are more popular.

In the first quarter of 2019, the overall market report of air conditioners showed that the total retail sales of air conditioners in the first quarter was 35.6 billion, up 2.8% year-on-year, and the retail volume was 9.8 million sets, up 4.4% year-on-year. This was mainly due to the expected growth in the March and the opening season.

At the same time, with the arrival of the era of consumption upgrade in the sinking market, the growth momentum of the air-conditioning industry mainly comes from the third- and fourth-tier markets, and the rural areas are still in the stage of rapid popularization, while the urban market is more based on upgrading. In terms of channels, the size of the online market has increased significantly year-on-year, and the size of the offline market has decreased year-on-year. However, there are more new IoT and Internet vendors that are flooding into this already crowded market.

For Gree Electric, which has a post-knowledge, but has a lofty goal, the current situation of “before interception and follow-up” is dangerous. The choice between this choice and Oaks air-conditioning is not known to be its military insurance, or there is solid evidence to reveal this long-standing problem in the air-conditioning industry.

All this is waiting for time to give an answer, but for Gree, time may not be a good medicine to solve its own problems.

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