Chapter 25 4. Doing a good job with your heart is the best marketing

The so-called unique tricks that our competitors cannot learn is that we don’t learn from others, we always create our own, but others always like to imitate.The price war in the air-conditioning industry is well-known. Once the competition among air-conditioning manufacturers enters a critical moment, some people can't help but take up the price weapon and take the method of directly lowering the price or giving gifts in a disguised form to seize market share. Businesses are terrified.However, there is a company that does not cut prices, that is Gree, and there is someone who opposes price cuts, and this is Dong Mingzhu, who has always been unequivocally opposed to price wars. Making a good product is the best marketing.Now many industries have begun to enter the era of meager profits. Many companies, including Vanke and Huawei, are calling for "surviving the winter." The home appliance industry, especially the air-conditioning industry, is also among them. The price reduction of air-conditioning has always been a heart of enterprises. Dong Mingzhu's understanding of this is, " Small profit" is also the inevitable result of social development.In the era of monopoly and information occlusion, huge profits are allowed. In the era of competition, huge profits do not exist in today's market, so small profits are inevitable.So she thinks that small profits are very normal and should be taken for granted.In the past, it took a boat from here to Guangzhou, and it took one day from Zhuhai to Guangzhou. I don’t know what to do in Guangzhou, and I don’t know what to do in Zhuhai. I don’t know what to do in Zhuhai. If you take a product to Guangzhou, it may be sold for 1 yuan, but it will be sold for 10 yuan in Guangzhou. .It is no longer possible, the information is unblocked, and all the information is known when the computer is turned on, and the current products do not allow huge profits.However, the meager profit of individual products does not mean that the enterprise is meager profit, and the enterprise must have a large scale.The outside world evaluates Dong Mingzhu as a marketing queen and a marketing expert, which is meaningless to her.Dong Mingzhu said that the biggest feature is the mentality of integrity and win-win, and the winner is not about skills and methods.It doesn't matter what others say about us, as long as we treat things with sincerity and sincerity.Dong Mingzhu said that when Gree was competing with Gome to cut prices, some people thought that we were competing with Gome and thought we had strength, and many companies in the same industry thought that we had given them a sigh of relief.

They dare not compete with Gome. Some people say that Gome is wrong, but I don't think Gome is wrong.They think that they can only enter if they obey their conditions. I think it is my business that I have the ability not to enter the United States, because your strength is there.For example, Gree Electric Appliances is the most recognized brand by consumers. Although some brands have been popular for a while, if the products are not good and the service is good, will the users be satisfied?She said: "A company must be truly sincere forever and be responsible to consumers, that is, to send good products. My products are good, and consumers have a good reputation. If consumers have confidence in us, we will have a market. Those who buy our products, consumers will go to places where Gree has Gree to buy Gree air conditioners, and our market will not be affected. If you do not meet my requirements, I will not cooperate with you. But some companies have no choice. No, if we want to sell through strong store channels, we will go to Gome and other retailers in this case. We hope to reach a consensus with Gome. We are not looking for self-built channels. We are not looking for self-built channels to compete with hypermarkets. It’s the relationship of co-cooperators, and we are looking for cooperators who are sincere and responsible to others.” In Gree’s view, self-built channels did not come about because of the dispute between Gome and the United States, they already existed.Because of the particularity of the product, installation and tracking services are required after purchase. Gree provides six-year free service, and consumers must be tracked.The integration of professional manufacturing, professional sales and professional services is beneficial to consumers. Therefore, the more specialty stores are opened, the better and more, and the market is guided by integrity. The success of specialty stores is here, although many companies learn Gree also opened a specialty store, but it was not successful.However, so many companies have followed suit, which shows that the specialty stores are reasonable, and what they learn is advanced, and they will not learn from backward ones.In the air-conditioning market in recent years, most of the price cuts are due to vicious price wars. The supply of air-conditioners exceeds demand, and price wars are inevitable.But in Dong Mingzhu's view, there is no benefit to lowering the price of air conditioners. On the one hand, profits will decrease, companies will not be able to invest more, and the country will also suffer losses. Enterprises will earn less and taxes will also decrease accordingly. In addition, on the surface, consumers will benefit, but in fact it is not. , Consumers are the real victims, buy anything, price is only one of the factors, quality and service are equally important.It is completely different for companies to take the initiative to lower prices and fight price wars.Some people say that Gree's gross profit margin is as high as 33.2%. In fact, Gree's profit is not as high as imagined. It is only 5% at best. The reason is simple. The cost of raw materials is too high. Say.

The air-conditioning industry is a low-profit industry, which is the final result of the development of the times and the state that must be achieved.In this state, Gree insists on not raising prices.On the premise of not raising prices, our products and materials are going up. We do not raise prices, and we still have the ability to survive. This is no longer a problem for Gree Electric Appliances: first, our products are updated; More efficient products will bring more benefits to consumers; third, stick to the scale, if the cost rises, we will use the scale to absorb it.However, Gree still does not plan to diversify and expand, because Gree has always adhered to a belief that if it can't even do well in air conditioners, how good are other products?

Gree also encountered such a temptation in 1997. Some companies even sent their companies out, but Gree insisted not to be attracted by superficial phenomena and interests, and insisted on the road of specialization.At the same time, Gree has a better understanding of what consumers need, which is what enterprises should consider.If this is firmly grasped, the enterprise will have no problem.Gree's products are intelligent products, and consumers need the best products.Take the road of specialization and will not be disturbed by the external environment. From home use to commercial use, some commercial products are comparable in quality to developed countries' international standard products, and some products use our unique technology, which even surpasses conventional smart products. Technology.Dong Mingzhu said that on the road of specialization, we have our national standards, and international standards.After years of exploration, I think that what consumers are satisfied with is the standard of the enterprise, which is supreme and the highest standard. I think we should focus on this standard.We hope that enterprises will have a broad mind. A truly outstanding enterprise must have a sense of the country. I personally think that it should be connected with the interests of the country. The government serves the people. When we combine the interests of the country, we will do well. more socially beneficial behaviors.She believes that this kind of enterprise is the direction we should stick to, and it is only this kind of cooperative enterprise that can reach a consensus. Now that we are internationalized, we should not be limited to a small circle. Our internationalization represents the image of the country.An enterprise will face different "robbing points" in the development process.Some companies are very good and plan to be a century-old store, but when the rhythm of several robbery points comes together, they will still face a devastating blow.For example, a well-known real estate developer in the Wenchuan earthquake may have a little problem in some small aspects, which is misunderstood, but it has caused a great loss of brand image and economic benefits.Some people questioned, then in the process of building a century-old store, how can several robbery points come at the same time?Dong Mingzhu answered resoundingly. For Gree Electric, there is no such point of robbery, and there should be no such point of robbery for excellent companies.We have strict requirements at all times to regulate the behavior of each of us, from product quality to human behavior.With these strict requirements, although some emergencies occur out of control, for us, we are still unscathed.Although many people have spent a lot of thought and made a lot of negative reports, there is no threat to Gree.In this year's general environment, Gree Electric's sales are still growing.What is even more admirable is that the slogan "good air conditioner made by Gree" is deeply rooted in the hearts of the people.But Gree didn't spend much time updating the slogan, or adopting some better and more touching brand marketing strategies.As far as marketing strategies are concerned, Gree Electric has not had too many fancy publicity concepts for many years.

In fact, "A good air conditioner made by Gree" was not an advertisement of Gree at first, but a slogan that Gree proposed to every employee.After the slogan is shouted out, users will have such an impression, which should be the best recognition for the Gree brand.Then pass it on as an advertising slogan, and it has not changed for ten years.It has been promoted since 1997, and today's professional enterprises and enterprises that can lead the industry in advanced technology should indeed set higher goals.Now it is proposed that because self-owned brands export to the world, they must stand at the height of the country's image to raise requirements.Therefore, we put forward higher requirements for ourselves. Our air conditioners should not only be good air conditioners, but also high-end, exquisite and exquisite air conditioners.Therefore, while achieving "good air conditioners, made by Gree", we put forward a new slogan called "boutique air conditioners, created by Gree".Maybe one day we will mention "Extreme Air Conditioning".

For so many years, the biggest marketing effect of Gree Electric Appliances is not from advertising, but from word-of-mouth publicity: Many consumers buy Gree air conditioners and think that Gree air conditioners are good, so they buy them; or my neighbor next door uses them well, Also follow the purchase, advertising has become a short board instead.Based on the rapid development of online media, Gree said that it will consider promoting products and corporate culture on the Internet, so that more people can understand it, just like we advertise on CCTV.Many people have already regarded the Internet as a window and publicity carrier for enterprises.But exaggerating through the Internet is not acceptable. I still insist on impressing others with sincerity, and I will consider doing publicity through CCTV and the Internet in the new year.But we will cooperate with good online media. Some websites do not respect professional ethics, and Gree Electric will not cooperate.Many people ask, why do you ask yourself for 6 years of free service?This requirement is not only a promise to consumers, but also a harsh requirement on Gree Electric Appliances. The six-year promise must be fulfilled, and consumers must be responsible. If the promise is not fulfilled, it is not an honest enterprise, and consumers will turn their backs. your.This forces us to make our products better, which seems to be a promise invisibly, but is actually a challenge to the company itself.The number of repairs is getting less and less. Although there are six years of repairs, because the quality is controlled, in fact there is almost no need for repairs within six years, so the cost of repairs has dropped instead.Consumers get more benefits. The promotion of a corporate brand is very important, but deliberate promotion without the product itself may not be good. After the proposal of "boutique air conditioners, created by Gree", Gree Electric put more energy and attention on mid-to-high-end products. The so-called biggest difference between mid-to-high-end and low-end is the difference in additional performance and noise, as well as energy saving.When providing products to high-end consumers, although the price is high, the added value is high, and the monthly electricity bill can save hundreds of yuan.Low-end products are cheaper, but consume more power.There are different needs and orientations between the two, and the biggest effect is to play a very good role in the country's social energy and environmental protection.When it comes to opening up the international market and creating a world-famous brand, Dong Mingzhu still insists that making products with heart is the best marketing method.She said that at present, Gree Electric Appliances has established sales companies in various provinces in China, but in the future, it hopes to find excellent partners to set up sales companies in various countries in the world, and hopes to install in every corner and every room of the world. Gree air conditioner.This goal seems nothing to others, but it is a great goal for Dong Mingzhu.Her biggest wish is that through our products, people outside of China can feel the image of China, and even feel the rigor of China.