How did Gree mobile phones kill Xiaomi?
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On June 14, Gree's third-generation mobile phone "Sejie" was launched on the official website for sale, priced at 3,200 yuan. One day later, 5 Sejie mobile phones were sold; three days later, more than 3,800 Sejie mobile phones were sold, a 700-fold increase in sales. In response, many fans questioned that Gree mobile phones were fake orders and lacked sincerity. Alternative Gree mobile phones Gree's history of making mobile phones can be traced back to 2015. In the Baidu Encyclopedia entry for "Gree mobile phone", there is such a record: On March 18, 2015, at the scene of Dong Mingzhu's "Breakthrough Growth of Traditional Enterprises" at the Boxue Lecture Hall of Sun Yat-sen University in Guangzhou, during the interactive exchange after the speech, Dong Mingzhu, chairman of Gree Electric Appliances, suddenly announced that the Gree mobile phone had been made, "I am already using it." In June 2015, Gree mobile phones were sold to the public, and the price was 1,600 yuan. Although Dong Mingzhu publicly announced that the Gree mobile phone had been launched, many people, including some media people in the mobile phone industry, did not see the true face of the Gree mobile phone. It was not until June 2016 that Gree's second-generation mobile phone was publicly unveiled. Before Gree's first-generation mobile phone was launched, Dong Mingzhu's bold words were already flying all over the sky, from the initial sales of 100 million units, to the later sales of 50 million units, and then to Miss Dong's attempt to smash the phone. It has to be said that Gree's bold words are indeed good marketing, which is very similar to the plot of Lin Xifeng in "Dream of Red Mansions" that "I heard her voice before I saw her". In addition, the mysterious first-generation Gree mobile phone aroused the curiosity of media people and consumers. According to reliable media reports, the hardware configuration of the first-generation Gree mobile phone is quite backward, with only 1GB of running memory and 8GB of storage space; the processor is a 1.2GHz Snapdragon 410 processor, and the system is actually the outdated Android 4.4 version. Compared with the mainstream smartphones at the time, the hardware configuration of Gree's first-generation mobile phone is indeed very alternative, but the price is as high as 1,600 yuan, which has no advantages compared with mobile phone brands such as Xiaomi, Honor, and Meizu. Amid doubts and hype, Gree's second-generation mobile phone was launched in June 2016. Compared with the first-generation product, Gree's second-generation mobile phone has greatly improved hardware configuration specifications, equipped with a Snapdragon 820 processor, 4G RAM and 64G storage space, and priced at 3,300 yuan. According to a report from Tencent Technology, on the Xianyu platform, a new Gree 2nd-generation mobile phone, original and unopened, Gree 2nd generation, 1,240 yuan, free shipping by SF Express. So far, the sales of Gree's first two generations of mobile phones are a mystery, and the sales of Gree's third-generation mobile phone "Sejie" are not optimistic. The dismal sales are in sharp contrast to Dong Mingzhu's bold marketing of 50 million units. Under the background of other mobile phone brands holding high the banner of cost-effectiveness, Gree mobile phones have counterattacked to high prices, which is indeed a bit alternative. Gree mobile phones lack sincerity Whether it is marketing techniques, pricing models, or the hardware configuration of mobile phones, Gree mobile phones have left a deep impression of "alternative" in people's minds. Thunder is loud but raindrops are small, which is the evaluation of Gree mobile phones by the outside world. On Zhihu, when talking about how to view Dong Mingzhu's entry into the mobile phone industry, a user gave a high-vote answer: "This makes me feel desperate, Miss Dong." In the field of air conditioning, Dong Mingzhu is known as the "Marketing Queen." However, Gree mobile phones have not improved at all under Miss Dong's hard marketing endorsement. On the contrary, many people think that Gree mobile phones lack sincerity, which is also the reason why Gree mobile phones are well-received but not popular. Take the first generation of Gree mobile phones as an example. In 2015, the running memory of mainstream mobile phones was 2G, while Gree mobile phones only had 1G memory, but the price was twice as high as that of mainstream mobile phones. In the end, the low-profile and high-priced first-generation Gree mobile phones can only become a topic of public opinion. Indeed, Gree's second-generation mobile phone has a significant improvement in hardware configuration and is equipped with a Snapdragon 820 processor. However, the price of 3,300 yuan for Gree's second-generation mobile phone is really prohibitive. In terms of hardware configuration alone, the pricing model of Gree's second-generation mobile phone is a bit high. As we all know, last year's OnePlus, Xiaomi and other mobile phones equipped with Snapdragon 820 processors were priced in the price range of about 2,500 yuan. It is inevitable that Gree mobile phones, which have not yet accumulated any brand in the market, will be disliked by consumers. In addition to the lack of sincerity in price and products, the importance that Gree Group attaches to the mobile phone business also puzzles many consumers. Two years ago, Dong Mingzhu shouted a loud slogan to enter the mobile phone industry, but the result was just a branded mobile phone. According to media reports, Gree's first-generation mobile phone was not entirely built by Gree itself, but was designed by Shanghai Longqi Solutions Company and manufactured by Shenzhen Zhuoyi Technology. Strictly speaking, this is a pure ODM "branded product". If Gree wants to take root in the mobile phone industry, it must at least build its own R&D team and sales channels. Of course, Gree mobile phones can initially borrow the sales channels of Gree air conditioners, but the R&D team is indispensable. It is not difficult to see that Gree Group does not attach as much importance to the mobile phone business as Ms. Dong said. At present, Gree has launched three generations of mobile phones, but there has not even been a press conference, which makes people question the sincerity of Gree mobile phones. Searching for the keyword "Gree mobile phone" on Baidu, the search results are basically sarcastic reports about "Gree mobile phones will sell 50 million units this year." Imagine, if Gree is sincere in doing mobile phone business, will it let a brand be ridiculed? In short, whether it is products or marketing, or the importance that Dong Mingzhu attaches to the mobile phone business, it remains at the level of saliva. From the first generation of Gree mobile phones, which were only heard of, to the second generation of Gree mobile phones appearing in the vision of consumers, to the third generation of Gree mobile phones, whose sales were controversial, Gree mobile phones are indeed working hard. However, in the fast-paced mobile phone market, if Gree still cannot show enough sincerity, it is inevitable that it will be eliminated by the market, and there is no way to say that it will destroy Xiaomi. As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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