What we get is that the sales value of each live broadcast with goods is billions or tens of billions; what we lose is that the channel operators complain about increasing. At the critical point, it finally erupted. Channel business turned to Gree, the rival of the United States.
recently, an online public news showed that the business backbone team of the former Shandong Gree sales company led all customers of its Gree stores to invest in Midea air conditioner, and established the fourth business platform of Midea air conditioner in Shandong, Shandong shengmei excellent electrical appliance sales Co., Ltd.
a channel provider from Gree told blue technology that some people began to sell Midea’s products in Gree channel last year, but the volume was not large enough to attract media attention. Today, Shandong Gree sales company this wave of operation, is absolutely a big melon. For Gree, the influence within the channel business is great.
will the dealer system established by Gree for more than ten years gradually disintegrate due to Dong Mingzhu’s live broadcast? Why do channel chambers of Commerce collectively return water? We can clarify this problem from several aspects.
in the history of Gree, the dealer system is facing many problems. The earliest date can be traced back to 1997, when Gree’s dealers fought their own way, fighting price wars, fleeing goods and vicious competition in order to seize market share, which made Gree air conditioner’s market price chaotic and the company’s interests damaged.
after Dong Mingzhu took charge of Gree, he created a new system of Gree dealers, and established a three-tier system of Gree sales company, regional agents and dealers. Gree unified channels, networks, markets and services by exporting brands and management.
However, in recent years, the relationship between channel merchants and Gree seems to have entered a freezing point, which is the period when Dong Mingzhu took charge of Gree and the channel merchants had the most contradictions and complaints. These contradictions are mainly concentrated in: the channel business rebate can not take cash, the policy issued by Gree can only be implemented without the right to speak, the sales company is too strong, the channel business inventory is too much, and the channel supplier’s purchase price is higher than the online sales price. These phenomena, coupled with Dong Mingzhu’s hot live broadcast this year, have burst out the problem of channel dealers’ backlog in recent years.
secondly, the sales volume of Gree needs to stimulate consumption through Dong Mingzhu’s personal IP, but the interests of the channel merchants are damaged, and the channel business’s accumulated resentment against Gree has reached the critical point.
the 66 year old “Miss Dong” once said in the cross-border live broadcast that, “there are more than 10000 dealers in Gree line, and I hope to combine them online and offline. I’ve opened the way for them and gradually experienced the online feeling. ”
by giving exclusive QR codes to all offline stores, Dong Mingzhu’s live broadcast “is led by dealers and converted into sales through the live broadcasting room”. However, the key to the problem is that the offline stores helped Dong Mingzhu drain, but the final shipment was not completely through the dealers.
this is equivalent to that the dealer consumes its customers but fails to clear the inventory. What’s more, Gree didn’t clearly put forward what kind of rebate will be given to dealers for the sales brought by QR code drainage, or whether it will be considered as the task of next year.
in the “live delivery with goods”, the prices of some air-conditioning live broadcasting rooms are lower than the prices of the distributors for goods due to subsidies and profit sharing. This also led to many insiders ridicule, Dong Mingzhu live sales during the existence of a large number of dealers brush orders, in order to stock up and buy.
this virtually creates a dead circle. Dong Mingzhu has a lot of sales volume, but the channel providers have a lot of inventory, and most of them don’t enjoy the sales dividend brought by Dong Mingzhu’s live broadcast.
it is worth noting that after Dong Mingzhu led Gree Electric 618 live online sales record, Gree’s third largest shareholder, Hebei Jinghai guarantee investment Co., Ltd., reduced its holding of about 2.5 billion shares. The shareholders behind the company are Gree’s ten largest regional distributors in China. The operation of large shareholders is worth pondering.
the above-mentioned Shandong Gree sales company collectively turned to the United States, which has exposed that the relationship between Gree and channel providers has reached the most dangerous level. Otherwise, Shandong Gree sales company could not collectively turn to the United States. Industry insiders believe that this phenomenon will have a great impact on Gree.
on the one hand, Dong Mingzhu’s national live broadcast has sales of tens or even tens of billions each time, but the channel operators’ attitude is not positive. Because Dong Mingzhu’s live broadcast can’t solve the problems of channel operators’ fundamental de stocking, increasing profits and increasing cash return;
second, the prices of some products in the live broadcast are lower than the purchase prices of channel suppliers. Despite Gree’s promise of subsidies, there are still many rules and regulations on how channel operators want to get subsidies, which further dampens the enthusiasm of channel operators.
some people say that Gree crisis is not Gree product itself, but the relationship between Gree and channel providers needs to be reconstructed. Although e-commerce has become one of the main sales channels, it can not be denied that the role of traditional agents and channel providers is changing. From the passive waiting for customers to come to the door in the past, it has also opened up multiple sales channels through live broadcasting. The most important thing is that in the post home appliance era, serving consumers will be an important source of profit, and the channel business advantage with the advantages of physical stores cannot be replaced by e-commerce.
some people said that if Dong Mingzhu’s live broadcasting was not fierce, the contradiction between Gree and channel providers might not have broken out so quickly. We don’t know what the truth is, but what remains for Gree is an urgent problem to be solved.