Can the New Generation 5g Mobile Phone Help Gree Mobile Phone Open a New Situation?

Recently, without any preheating, a new product called "DASONG 5g mobile phone" quietly logged into Gree mall, priced from 2699 yuan. This is the fourth generation of Gree mobile phone products since its launch in 2015. However, the first three generations of Gree mobile phone products have not set off waves in the market. So, can the new generation 5g mobile phone launched this time help Gree mobile phone open a new situation?

Gree dedicated to mobile phone

Gree has been involved in the mobile phone industry for a long time. Within five years, Gree mobile phone has launched four mobile phones after three generations. I still remember that before Gree's first mobile phone came out, Dong Mingzhu said confidently, "if I were a mobile phone, consumers would not change mobile phones for three years." and he put forward the heroic words of selling at least 50 million mobile phones a year. We all know the outcome. We can see from the sales of Gree's third-generation mobile phones still sold in Gree mall, which is only about 5000.

The failure of Gree mobile phone did not extinguish Dong Mingzhu's mobile phone dream. Although it frankly accepted that Gree mobile phone sales were not outstanding, it also denied that Gree mobile phone had failed. At present, the advent of DASONG 5g mobile phone has also witnessed Dong Mingzhu's persistence in mobile phone layout.

However, insistence and persistence can not achieve good results. "Four books encounter" once said: if you don't know what you can't do, a fool can't do it. Especially in the mobile phone industry, it is not relying on the spirit of perseverance and "one chamber of blood" to achieve success. It needs market training, user recognition and keeping up with the pace of the times.

For Gree mobile phone, not to mention the gap between the brand and huami ov, it is also far from Lenovo, Meizu and Nubia, which have a glorious history. In addition, in terms of configuration and positioning, its backward mobile phone configuration and extremely high positioning have never been recognized by consumers.

Smart home, all things connected, smart phone is a necessity?

So, why did Gree not give up the mobile phone field under such circumstances? According to blue technology, it is precisely because Gree is committed to diversified development under the wave of 5g, and mobile phones will also be an important part of Gree's diversification and smart home strategy.

At the end of 2019, Gree introduced its smart home blueprint of "interconnection of all things and one echo" at the press conference. Today, Gree released its first 5g mobile phone, obviously to establish its own ecological chain. On the product details page of DASONG 5g mobile phone just released, Gree also focuses on the relevant functions of the mobile phone in realizing the intelligent interconnection of the whole scene of the family.

However, can mobile phone products developed with connecting smart families really be recognized by consumers? In fact, before Gree, home appliance enterprises, including Hisense and TCL, also crossed into the mobile phone field for their own development. However, in the current domestic mobile phone market, the mobile phone market share with the background of home appliance brand is very small.

On the one hand, the sales routine of the home appliance industry is not applicable to the mobile phone field; On the other hand, consumers' demand for mobile phones is communication and entertainment, rather than controlling household appliances. The difference between the mobile phone industry and the home appliance industry is that in addition to precise manufacturing processes and various detailed performance tests, it also needs to pass the tests of communication and network capabilities in a series of scenarios, and cooperate with various operators and upstream and downstream enterprises, which is also very different from the independence of home appliances.

Contain energy Gree "stealing chicken can't erode rice"

Compared with traditional household appliances, mobile phones as FMCG iterate faster. However, the brand awareness, reputation and technical ability of mobile phones need a long time of investment and development. Also get the trust and recognition of chip, design, screen, software and other enterprises. In these aspects, the accumulation and experience of traditional household appliances are relatively weak.

According to canalys statistics, in the third quarter of this year, the top five manufacturers in China's smartphone market accounted for 95.2% of the market share. It can be seen that the brands in China's mobile phone market are becoming more and more concentrated. As a new force in the mobile phone market, it is difficult to obtain users' choices without sufficient competitive advantages. When the configuration and price of DASONG 5g mobile phone are not satisfactory, it is difficult for many people to buy it because of curiosity.

Just as Gree continues to tilt to the mobile phone field, its proud air conditioning category has also encountered a "head crisis". Once upon a time, when you mentioned air conditioning, you would think of Gree, and when you mentioned Gree, you would naturally think of air conditioning. It can be said that Gree is one of the benchmark enterprises in the air conditioning industry.

According to statistics, Gree air conditioner's offline retail market share in 2019 was 38%, ranking first in China. Nowadays, with the increasingly fierce market competition, the advantages of Gree air conditioner are gradually overtaken by Midea.

According to the semi annual report released by Gree Electric, in the first half of 2020, Gree Electric realized an operating revenue of 69.5 billion yuan, a year-on-year decrease of nearly 30%; The net profit was 6.36 billion yuan, a sharp decrease of 53%; In contrast, Midea's semi annual report shows that Midea Group's revenue in the first half of 2020 was 139 billion yuan, a decrease of nearly 10%; The net profit reached 13.9 billion yuan, down 8.3%.

Among the air-conditioning categories, Gree air conditioner's revenue in the first half of 2020 was 41.3 billion yuan, while Midea's revenue was 64 billion yuan. It surpassed Gree for the first time and became China's largest air-conditioning group in one fell swoop.

More noteworthy is that the annual report shows that in the first half of this year, Gree's air conditioning revenue accounted for as much as 60%, household appliances and intelligent equipment revenue accounted for 3% and 0.3% respectively, and air conditioning revenue still accounted for more than half of the country.

In contrast, Midea has more abundant product lines. In the same period, Midea Group's air conditioning revenue accounted for 46%, consumer appliances accounted for 38%, and robots and automation systems accounted for 6.8%. In addition to taking the lead in the field of air conditioning, it also has a relatively perfect layout in the product line of smart home. It can be said that it is beyond gree in all directions.

Gree's development of mobile phones is understandable, but the future of mobile phones is full of too much uncertainty. For Gree, one of the biggest crises at present is the position of leader in the air conditioning industry. Once it is won by Midea, it will be very difficult for Gree to turn over in the future.