Chapter 5 4. "Follow Dong Mingzhu, you will never lose"

Dong Mingzhu is a typical Leo character-stubborn and stubborn, unwilling to admit defeat.The first impression of Dong Mingzhu is that she is a shrewd and powerful woman.Dong Mingzhu's voice was loud and fast, and her tone revealed an unquestionable confidence.In the intriguing business world, Dong Mingzhu has always maintained a straightforward character without any concealment.She doesn't belong to the type who is smooth in life and can do whatever it takes to achieve her goals.Of all the virtues, honesty is the one she values ​​most.Dong Mingzhu hates others for lying, and he is a person who has a clear love and hate emotionally. All the dealers who have dealt with Dong Mingzhu know one thing: in front of Dong Mingzhu, you must not play tricks, do not play tricks, and only cooperate with sincerity. Dong Mingzhu's favor can only be won by his attitude.Dong Mingzhu is a passionate and determined person.For women, her stubborn and unyielding character is an indispensable condition for supporting her career success, and her inner firmness is enough to motivate herself to overcome all difficulties.

In October 1994, Dong Mingzhu ended her three-year career as a salesman because she was tested in the collective resignation of Gree salesmen and won a high number of votes in public opinion polls.Returned to Zhuhai Gree Electric Headquarters as the head of the business department.This was an ordinary internal promotion in Gree at the time, but it turned out to be of far-reaching significance later on. A company and even the entire industry were changed by this appointment.It is Zhu Jianghong's tentative arrangement for Dong Mingzhu to be the head of the business department in charge of Gree's marketing work.But this appointment encountered resistance within the company. Some people only agreed to Dong Mingzhu as the deputy minister. To them, Dong Mingzhu was just an outsider who didn't know the basics and might threaten their status and interests in the future.They thought of ways to make things difficult for Dong Mingzhu. As a salesman, Dong Mingzhu got several million sales commissions every year. Although she was promoted at the headquarters, the commissions were gone. She could only earn tens of thousands of yuan after a year of hard work. The position of being promoted is like a tasteless to her, and if she is given some shoes to wear, she will definitely not be able to stand it and leave obediently.But they obviously made the wrong wishful thinking. Dong Mingzhu is not a person who easily admits defeat, not to mention she is by no means a person who puts material income first. She has higher pursuits. small profit.She wants to challenge herself, the company, and those who disagree with her, and make greater achievements of her own.Dong Mingzhu put great enthusiasm into her new job from the very beginning, working so hard that she only sleeps 5 hours a day, leaves early and returns late, and never stays idle when she returns to her place of residence. Her mind is full of how to improve management Once she has a good idea, she will jump up even in bed, pick up a notebook and write a few sentences, and even pick up the phone to discuss with her colleagues. This is how the trick was born.Since entering business, Dong Mingzhu has believed in the philosophy of struggle. This is not because she is aggressive by nature, but because she believes that struggle is the need for human survival. She joked that fighting with people, heaven, and earth is a lot of fun.Dong Mingzhu once strictly ordered "payment first, goods later, and never on credit."A dealer in Hebei owed more than 2 million yuan in payment and still continued to ask for goods. Dong Mingzhu asked him to pay first before negotiating.The other party complained to Zhu Jianghong, and Zhu Jianghong advised Dong Mingzhu: "Can you ship the goods first and then collect the money after paying the debt?" Dong Mingzhu still refused to give in.The other party had no choice but to compromise and said that this time he would pay for the goods first, so he called 1 million to ask for the purchase. Dong Mingzhu couldn't help but deduct the 1 million to make up for the previous arrears.The customer was furious when he heard about it, so the boss had no choice but to intercede. The customer transferred another 500,000, but Dong Mingzhu still deducted another 250,000. Because of the boss's face, he sent 250,000 in goods.

Soon, the client's company was exposed and all assets were seized. Dong Mingzhu regretted the 250,000 yuan mercilessly.This move caused an uproar in the channel camp. For a while, some older channel operators complained to Gree boss Zhu Jianghong, and even threatened that "there is her but not me".In this regard, Dong Mingzhu was tit-for-tat: "I don't care about other companies, Gree is the rule. Even if I hit the wall 100 times and get bloody, I will hit the 101st time." In 1993, the air-conditioning war broke out in the Nanjing market, and its intensity exceeded All merchants expected.That year, the rise of Suning, which had just entered the industry for less than three years, ignited the flames of war.At that time, Suning had a business area of ​​200 square meters. In 1992, its turnover exceeded 100 million yuan. The wings of this enterprise have gradually become full. Before the peak season of air-conditioning, which is generally recognized by merchants, has not yet arrived, Suning took the lead in the first four months of advertising. It has exceeded 500,000 yuan.Advertisements about Suning in major media in Nanjing are overwhelming.The input and output of advertising are extremely impressive. Within four months, Suning's air conditioner sales exceeded 90 million yuan, sweeping 70% of Nanjing's air conditioner market.Suning became popular in an instant. In this regard, eight major state-owned shopping malls in Nanjing jointly established the "Nanjing Home Appliance Development Coordination Committee" to jointly fight against Suning by reducing prices.Suning's challenge is to follow up the price reduction and promise the lowest price in the city. If consumers find exceptions, they can get compensation for the price difference.This innovation made consumers flock to it.On the first day of the price reduction, Suning's daily sales exceeded 10 million yuan, and there was a long queue in front of Suning's cash register.That year, Suning's sales soared to 300 million yuan, making it the largest air conditioner distributor in China.Intense "price wars" permeated the whole city, merchants scrambled to cut prices, and various preferential methods emerged in an endless stream.It didn't take long for the price war to bring the price of the air conditioner to a small profit. The merchant sold an air conditioner and deducted taxes to earn tens of yuan. Before that, the profit of each air conditioner sold was more than a thousand yuan.In the face of this war, Dong Mingzhu stood still and took an attitude of watching the fire from the other side, watching the changes.From an emotional point of view, she is also dissatisfied with the official and business style of the Nanjing shopping mall, and supports Suning to come out to challenge the eight great masters.But from a rational point of view, price wars, as the eight major shopping malls said in their open letters, are not beneficial to manufacturers or merchants.In June of that year, Nanjing Air Conditioning Wars hastily closed. As the heat approached, air conditioners were out of stock.The prices of all shopping malls in Nanjing, including Suning, have quietly picked up.The snipe and the clam compete with each other, and the fisherman reaps the benefits. Dong Mingzhu unexpectedly reaps the benefits and sells the Gree air conditioner at a high price.

In 1995, Dong Mingzhu invented the "off-season rebate" marketing model, that is, according to the amount of funds invested by dealers in the off-season, the corresponding benefit return will be given.In this way, the "money-goods" relationship is changed into a "money-profit" relationship, which not only solves the shortage of production funds for manufacturers in the off-season, but also eases the supply pressure in the peak season. In 1995, Gree's off-season payment increased by 3.4 times compared with the previous year, reaching 1.1 billion yuan, making market preparations for the final battle with Chunlan in 1996.

In 1995, Gree invented the "year-end rebate" marketing model, returning 70 million yuan of profits to dealers. In 1996, Dong Mingzhu led 23 salespersons against a sales team of nearly a thousand in a domestic manufacturer, and won the first place in the country's sales volume without a penny of accounts receivable.Its marketing tricks are still talked about so far, and the opponents are convinced. In 1997, Dong Mingzhu started to create a unique marketing model of "regional sales company". Under this network, Gome's sales share of Gree's overall sales of air conditioners does not occupy an important position.

The breakup between Gree and Gome in 2004 became a landmark event intensifying the conflict between home appliance manufacturers and chain channels.Dong Mingzhu once again performed stubbornness vividly.Gome has always been one of Gree's largest sellers. In 2004, Gome, which has always been adhering to the principle of "small profits but quick turnover", unexpectedly lowered the price of Gree air conditioners without Gree's permission.This is a "hornet's nest". To the surprise of Gome boss Huang Guangyu, Dong Mingzhu's reaction was very strong. She ordered: stop supplying Gome.Dong Mingzhu fired the big family Gome's squid!Everyone is dumbfounded!One is the leader in the air-conditioning industry, and the other is a giant in home appliance sales, which caused a shock in the industry for a while.

Some people predicted that Gree would surely die if he left Gome.Time flies, Gree is not dead.Under the leadership of Dong Mingzhu, Gree Electric has now developed into the world's largest professional air-conditioning enterprise with four major production bases at home and abroad and an annual production capacity of 10 million units.In the following years, Gree and Gome had a bad relationship, and Gree never entered Gome through official channels. In 2008, Dong Mingzhu once again rejected the opportunity to resume cooperation.Under the condition of market economy, the success or failure of marketing is related to the life and death of the enterprise.Generally speaking, if a company's marketing is done well, the company will develop rapidly.Dong Mingzhu's success comes from the market, from her diligence and courage.

"Dong Mingzhu is a person full of passion, pure in faith, and firm in heart. Many people and various media reports describe her as a stern-looking, sharp-eyed, and unambiguous image, like a flower. A rose with sharp edges and corners from appearance to fragrance. During her difficult journey of starting a business and achieving her career, she never gave up and never gave up in the face of fierce market competition. She not only dared to think and do, but also never Shaken, she can remain calm and calm under tremendous pressure and resistance, and no reality seems to be able to hinder her. The reason is that it is unimaginable without passion."

Dong Mingzhu's strength lies in her bones. She dares to face her weakness and overcome it.In her view, Gree must not be threatened by chain giants such as Gome in order to independently control the market. As for the lack of channels, she tied up dealers with equity and interests, and united excellent dealers from various provinces to form sales companies, making the latter become Gree is the main force in developing markets around the world.Referring to the "unhappiness" between Gree and Gome, her reaction was: "This cannot be said to be an unpleasant thing. If you don't value benevolence and righteousness, and I don't cooperate with you, it should be said to be a happy thing. How can you Call it unpleasant?"

In 2001, the company executives of Huaidi Gree Sales Co., Ltd. attempted to use their powers to transfer the resources of the sales company to the outside and seek personal gain from it.This incident happened when Gree did not really hold a controlling stake, and Gree was thousands of miles away and could not immediately know the local situation. As soon as the "Huaidi mutiny" came out, Dong Mingzhu resolutely suspended all the authorization of Gree Electric to the executive, and quickly established a "Huaidi Emerging Sales Company". state of growth.Dong Mingzhu realized that it is not enough to have a good system and good rules, and a good person must be there to implement them.No matter how perfect the system is, if the executor puts it on the shelf, or chooses the wrong executor, he will pay a heavy price; whether a person is an excellent talent can be fully reflected when the power is in hand.When a person's power status rises to a higher level, it is easier to expose his inner qualities.People at this stage are most likely to make mistakes, and what they need most is not trust, but supervision; managing a sales company cannot rely solely on human relations, and must have a complete set of rules to restrict it.She gradually improved the systems of each sales company and signed an agreement with each sales company, clarifying that Gree Electric has the right to supervise them.At the chaotic moment when rumors were flying and everyone was in danger, she insisted on appointing Guo Shuzhan, who was accused of "unfounded" crimes at the time, as the general manager of Henan Gree Sales Company.Under difficult conditions, after half a year of hard work, Henan Gree Sales Company not only survived, but also made a lot of profits at the end of 1999.Henan Gree Sales Co., Ltd. has gradually realized its strategic goals, and major shareholders have also received the return on investment they deserve.Since then, there has been a jingle among dealers in Henan: "Follow Dong Mingzhu, you will never lose; follow Guo Shuzhan, you will always make money!"