This article Source: Time Finance Author: Wang Ting
Image source: the idea of the worm
Recently, Meng Yutong, a female secretary in Dong Mingzhu, started to bring goods. On November 29th, "Dong Mingzhu’s 22-year-old secretary was a signing star of MCN" ranked first in the hot search in Weibo, and Meng Yutong responded that he did join the MCN guild, but did not participate in any incubation, operation and liquidation of the organization.
In the face of the business dilemma of declining performance and little effect of diversified business, Gree has few choices at present. From Dong Mingzhu’s high-profile live broadcast with goods to Meng Yutong’s becoming a network celebrity and shooting videos with goods, it is the performance of Gree’s promotion of channel reform.
"Gree can’t sell, and it’s not an anchor that can increase sales." Li Liqiang, a city-level dealer in a province of Gree, said that the sales volume of Gree has declined in the past three years, and the pressure has passed down. Now, dealers can only earn 100 yuan by selling a Gree air conditioner, with more fines and deductions, and many dealers quit.
Chen Fan, a county-level dealer of Gree Hubei, revealed that he had been forced to pay attention to the "Gree Electric" Tik Tok. At the same time, there are rumors on social networks that dealers are forced to pay attention to Gree live broadcast and place orders. However, Gree told Time Finance that the rumors were not credible.
Female secretary became popular, Gree applied for trademark.
Dong Mingzhu took a fancy to participating in variety shows in April, and after half a year, Meng Yu became a child. Due to the news of MCN organization and Gree’s application for the trademark of "Pearl Feather Boy", on November 29th, her three related topics were listed in Weibo Hot Search.
On November 28th, the relevant person in charge of the head MCN organization Worry-Free Media told the media that Meng Yutong was a signing artist of the company. The next afternoon, Meng Yutong sent a message to Weibo, saying that he did participate in the Worry-Free Media Association, but he did not participate in any incubation, operation and liquidation of the organization. He was a variety show "We Beginners in the Workplace" as an amateur female college student.
In contrast, Gree is more like incubating Meng Yutong. As of the evening of November 30th, the "Pearl Feather Boy Selection" Tik Tok had updated seven videos, all of which were presented by Meng Yutong alone to explain Gree products.
According to the data, as of 22: 00 pm on November 30th, the "Pearl Feather Boy Selection" Tik Tok had more than 100,000 fans, with nearly 60,000 likes, and there were 60 items in the associated store "GREE Small Appliances Flagship Store".
Gree told Time Finance that the company registered the "Pearl Feather Selection" Tik Tok, hoping to let consumers know about Gree’s small household appliances through one more channel, and at the same time carry out live broadcast with goods.
For Meng Yutong, Gree said that she is still performing the duties of the secretary of the chairman. "Although we have some publicity activities to invite her to join us at present, it is also based on the company’s planning and Yutong’s personal wishes."
According to Sky Eye Survey, a few days ago, Zhuhai Gree Electric Co., Ltd. applied to register a number of trademarks of "Mingzhu Yutong", "Meng Yutong" and "Yutong", thus adding more than 80 items of trademark information, including advertising sales, website services and medical devices.
At present, all the above trademarks are under application. Gree said in an interview with Time Finance that all trademark applications are based on the company’s strategy and brand image.
The air-conditioning market is in a downturn, and Gree promotes channel reform.
Meng Yutong took a video to bring goods to Gree, avoiding air conditioning, which was related to the downturn in the air conditioning market since 2019.
According to the National Bureau of Statistics, in 2020, China’s air-conditioning output was 210 million units, down 3.8% year-on-year. According to Aoweiyun. com, in the third quarter of this year, the sales volume of China’s air-conditioning retail market was 11.39 million units, down 10.1% year-on-year, and the sales volume was 37.4 billion yuan, down 4.3% year-on-year.
Gree’s revenue is highly dependent on air conditioning. In 2020 and the first half of 2021, air conditioners generated more than 70% revenue for Gree.
In 2019, 2020 and the third quarter of this year, Gree’s revenue was 198.153 billion yuan, 168.199 billion yuan and 47.083 billion yuan, up by 0.02%, -15.12% and -16.50% respectively. In the same period, its net profit attributable to shareholders of listed companies decreased by 5.75% and 10.5% respectively.
In the case of a sharp decline in performance, Dong Mingzhu began to promote channel reform. In April last year, she started live delivery on behalf of Gree. Since then, "Gree Dong Mingzhu Store" has been opened in various places, adopting a new mode of "online ordering+offline experience".
Chen Fan and Zheng Weiguo, Guangdong township distributor of Gree, told Time Finance that Gree had forced them to pay attention to the "Gree Electric" Tik Tok in April last year.
Another dealer told the media that since 2019, Gree has gradually cancelled various provincial distributors to reduce intermediate links. Li Liqiang told Time Finance that Gree had indeed revoked its provincial distributors, and now it is directly under Gree’s control.
In June last year, shortly after Dong Mingzhu started the live broadcast of goods, Hebei Jinghai Guarantee Investment Co., Ltd., composed of several provincial distributors of Gree, announced that it would reduce its holdings, accounting for 0.71% of the total share capital of listed companies.
Gree’s series of reform measures have not been recognized by the market. From the stock price, since April this year, Gree Electric’s monthly K-line chart has been 8 consecutive days. As of November 30, Gree closed at 34.56 yuan/share, down more than 40% from the closing price of 59.73 yuan/share on April 1, and its total market value was 204.4 billion yuan, nearly 270 billion yuan less than that in the United States.
Loss of dealers: high-end can’t sell, low-end dare not sell.
Time Finance found that Gree’s live broadcast with goods has limited influence on small and medium-sized dealers, but its strict delivery policy and sales mode of goods after payment are more troublesome. Especially in the case that the air-conditioning market is in a downturn and e-commerce attacks offline stores, the situation is even more severe.
Zheng Weiguo said that e-commerce has dealt a particularly heavy blow to offline stores. Gree has an online dedicated machine, which is very cheap but can’t be obtained by dealers. He once bought such a machine through "selling goods" and found that the configuration is different from that of offline stores. "Even if some of our machines are cheaper than online, consumers are not used to shopping on the streets."
Zheng Weiguo has been selling Gree’s electrical appliances for five years. At first, he was a Gree store. Later, in order to survive, he mixed other brands, including Midea and Haier. "The live broadcast is none of my business. If Gree can’t sell it, go and sell other brands."
He revealed that selling other brands is almost the same as Gree’s, but Gree can’t pick up the goods, and the low-end goods of other brands can be mentioned casually. Gree’s low-end goods must be matched with high-end goods. To get a machine with a price of 2,000 yuan, it must be matched with machines with a price of more than 3,000 yuan. The consumption level in towns and villages is low, and high-end machines are not easy to sell. You can only sell low-end machines less. The more you sell, the more you press.
"This summer, Gree, Haier and Midea sold more than 100 air conditioners. If Gree’s low-end machines pick up the goods at will, the sales volume can double." Zheng Weiguo said that many dealers have quit because of Gree’s delivery policy.
According to the documents provided by a dealer, from June 11th to 17th this year, in order to improve the market competitiveness, Gree increased the retail delivery ratio of Tianli’s three-level energy-efficient hanging machine from 10% to 20%. On an e-commerce platform, the unit price of Gree’s air conditioner is about 2,500 yuan.
Image source: provided by dealers
Fang Gang, a distributor of Gree Hebei, said that instead of making money in the past two years, Gree has lost money, because it pays money first and then produces, requiring dealers to pay for the goods in advance, and there are sales tasks, so there is no rebate if the tasks are not completed, which leads to the loss of dealers.
"Curry’s high-end machines can’t be sold, and many old stocks have to be sold at a loss." Fang Gang said that if there is no rebate, the high-end machine will definitely lose money when it gets to the store.
However, Chen Fan disagreed with Zheng Weiguo and Fang Gang that Gree’s high-end machines are not easy to sell. He said that high-end machines are resources that can compete with online. But like them, Chen Fan also thinks that Gree dealers are decreasing, because "high-level thinking is one out".
Gree has lost its position as the "domestic air-conditioning industry leader". The report shows that in 2020 and the first half of 2021, Gree’s air-conditioning business revenue was 117.88 billion yuan and 67.194 billion yuan respectively, while Midea’s air-conditioning business revenue was 121.22 billion yuan and 76.408 billion yuan respectively.
Regarding the problems pointed out by the above dealers, Gree told Time Finance that at present, the company is reforming the offline mode, and the dealers basically take delivery as much as they sell, which is also the reason for the decline in performance in the third quarter of this year. Gree did not respond to questions related to the delivery ratio policy.
(Li Liqiang, Chen Fan, Zheng Weiguo and Fang Gang are all pseudonyms. )
Extended reading
Dong Mingzhu’s 22-year-old female secretary became popular. Teacher of Zhejiang University: She is excellent and not in short supply.
Recently, Dong Mingzhu introduced her 22-year-old female secretary Meng Yutong to the media at an event and bluntly said: "I hope she can be by my side, and I want to cultivate her into a second Dong Mingzhu."
The plot of this TV series quickly screened the network and won the praise of millions of netizens. Many netizens are curious: Who is Meng Yutong? What strength does a 22-year-old girl have that can make Dong Mingzhu, the boss of a billion-dollar enterprise, focus on training?
The fate of Meng Yutong and Dong Mingzhu began with a reality show in the workplace. In early 2021, Dong Mingzhu joined a reality show in the workplace, and Meng Yutong was one of the six newcomers in the workplace. In the end, Meng Yutong stood out among the three candidates with excellent comprehensive quality and professional ability, and got the offer from Dong Mingzhu.
For the recent popularity and the attention of netizens, Meng Yutong responded through Weibo on the afternoon of November 11th, and he was very scared. When he met such an opportunity, he could only say that he was very lucky. "I am just an ordinary girl and a migrant worker, and I know that I have many shortcomings. Thank you very much for giving me pertinent opinions and suggestions."
Meng Yutong himself is very low-key. He doesn’t want to be interviewed by the media at present, but just wants to do the current thing well. As a graduate of Zhejiang University, what are the stories of Meng Yutong’s college life? Qianjiang evening news Hour reporter connected several of her classmates and teachers. In their impression, Meng Yutong’s energy seems to be always so vigorous that he can shine whenever and wherever.
How did she get Dong Mingzhu’s offer?
"Harder than others, very active personality, strong learning response ability"
Meng Yutong is a native of Shijiazhuang, Hebei Province. She just graduated from Zhejiang University in June this year, majoring in foreign languages. She was famous when she first entered the university, and once appeared in the program "One Stop to the End" in her sophomore year.
In the reality show "We Beginners in the Workplace", Dong Mingzhu personally went into battle to interview interns. Although Meng Yutong’s major is not right, and she has no particularly brilliant experience, she has done her homework in a down-to-earth manner and expounded her understanding and understanding of marketing during the interview, which made Dong Mingzhu see her efforts and sincerity.
Later, Meng Yutong dared to show herself very much. She compared herself to a "Yuanyang hot pot", with a warm side and a steady and rational side. In order to show his enthusiasm, Meng Yutong performed a women’s group dance on the spot, turning the enterprise interview scene into a 101 draft stage.
This operation successfully attracted Dong Mingzhu’s attention: "This is the kind of person I want, and this is the most valuable." Dong Mingzhu praised this behavior, "The interview is to show yourself. A girl who dares to dance on the occasion of an interview can see her personality very well. "
Dong Mingzhu also gave Meng Yutong a low score, but in fact she did it on purpose. Because I appreciate Meng Yutong, I care more about tempering her and want to see if her inner world is strong enough.
Meng Yutong lived up to expectations, quickly adjusted his mentality, and became more and more brave. In Dong Mingzhu’s words: Meng Yutong is a girl with a strong heart. When she does something, she must do her best, which is very similar to her when she was young.
In the program, Meng Yutong went through all kinds of workplace tests, but she always faced the challenges with positive struggle and finally achieved gorgeous self-transformation.
Meng Yutong’s bright spot was appreciated by Dong Mingzhu: "Your greatest competitiveness is that you can bear hardships more than others, have a very active personality and have a strong learning response ability."
At the end of the program, Dong Mingzhu was even more astounding. She praised Meng Yutong on the spot, which met the standards of future successors of the enterprise and promised to provide them with a fast track to accelerate their growth. "I agree with her quality, and I hope that the future successors of the enterprise can be people like her."
How do Zhejiang University teachers and classmates evaluate it?
"She is very hardworking and energetic, and will make every effort for the goal."
Several of her classmates and teachers also talked about their impressions of Meng Yutong.
Meng Yutong is a member of Zhejiang University Wenqin Dance Company. Xiao Qiu first met Meng Yutong in a line dance class. As the group leader, Meng Yutong led the whole team to compile a set of complicated dances and formations. "Their homework is the most difficult." Xiaoqiu recalled that Meng Yutong later joined the Wenqin Dance Company and boarded various large-scale stages.
Zuo Shiyu, the head of the Wenqin Dance Company at that time, recalled that Meng Yutong was very hard when he entered the dance company. "At that time, she was also in the literature and art department of the student union. She usually had to practice dancing with us. It should be very busy, but she weighed the time very well. Not only did she not delay the working hours of either party, but she also completed every task very well." Zuo Shiyu said, "She really loves dancing."
One thing impressed Zuo Shiyu deeply. During the National Day training, the instructor hoped that the dance troupe would send some tweets and videos. As a result, Meng Yutong was responsible for shooting and editing. "I feel that her energy is particularly strong and she feels like a flower."
"She is the kind of girl who is good enough to shine everywhere." The ball said, because he can dance again and get good grades, the ball once thought that such students might be a little arrogant and inaccessible. However, the ball really became familiar with Meng Yutong, only to find that she was very modest and gentle with her friends, which was completely different from Meng Yutong she had thought.
Xiao Qiu thinks that Meng Yutong is the kind of person who is extremely determined, knows what he wants, and will make every effort to achieve his goal. After entering the internship stage, even though he loved dancing so much, Meng Yutong decided to quit the Wenqin Dance Company and devote himself wholeheartedly to the internship.
Meng Yutong had a summer internship in an Internet factory and successfully got an offer. "She also considered studying abroad before, and said it on the show. It is said that she also got an offer." The ball said.
"She deserves to go higher." Guo Hong, a cheerleading teacher of Meng Yutong, said that in the cheerleading intermediate class, all the students who can choose courses are students with a certain dance foundation, and Meng Yutong still undertakes the work of the group leader with the heaviest choreography work. "In the end, the dance presents a Chinese style+flowers, and the overall movements are also very smooth." Guo Hong felt that Meng Yutong, once he promised to complete the task, would be responsible for the end, and he did it beautifully.
"A beautiful and excellent girl like Meng Yutong is certainly not lacking in people around her, but she thinks very clearly and knows what she wants and doesn’t want, so I think she can go higher." Guo Hong concluded.
