Xin Lang Cai Jing·2025-08-31 03:35Core Viewpoint - The recent public dispute between Xiaomi and Gree over air conditioning sales rankings and product quality highlights a significant shift in the industry dynamics, driven by differing business models and market strategies [4][5]. Group 1: Sales and Market Share - A blogger's post revealed that Xiaomi surpassed Gree in online air conditioning sales with a market share of 16.71% compared to Gree's 15.22% for July [2]. - Gree's market director countered with data showing Gree's online market share at 16.41%, significantly higher than Xiaomi's 13.5% [2][3]. - Xiaomi's air conditioning shipments exceeded 5.4 million units in Q2, marking a year-on-year growth of over 60% [5]. Group 2: Channel Power Shift - The air conditioning market is transitioning to a stock competition phase, with online channels becoming the focal point for brand competition [5]. - Xiaomi's strategy combines e-commerce and content marketing, allowing it to rapidly capture market share [5]. - Gree's reliance on offline sales channels, which account for over 85% of its revenue, is facing challenges as online competition increases [5]. Group 3: Strategic Divergence - Gree adheres to a traditional manufacturing model focused on self-research of core components, emphasizing product reliability and durability [6]. - Xiaomi adopts an internet-based ecosystem approach, prioritizing smart connectivity and user experience over heavy investment in core hardware [6]. - The ongoing dispute reflects a broader clash between traditional manufacturing and internet-driven business models [4][6]. Group 4: User Value Creation - Midea has emerged as a leader in the air conditioning market, achieving a retail market share of 25.06% online and 33.4% offline by mid-2025 [7]. - Midea's success is attributed to its deep understanding of user needs and a comprehensive product matrix that addresses various consumer scenarios [8]. - The company has invested over 18 billion yuan in R&D over the past five years, establishing a robust technological foundation [9]. Group 5: Service and Operational Excellence - Midea has built a nationwide service network with over 190,000 certified engineers, ensuring comprehensive coverage and high service quality [9]. - The company reported a revenue of approximately 251.12 billion yuan for the first half of 2025, reflecting a year-on-year increase of 15.58% [9].