"不用格力的洗衣机和冰箱，那就是你犯的错误"。 这个月，第19届中国品牌节上，格力电器董事长董明珠再次展示其一贯强势的语言风格。 这样的品牌宣传风格在家电圈、手机圈都算不上稀奇，各大高管下场喊话也屡见不鲜。 或为宣传、或为反击。8月18日晚，格力电器市场总监朱磊在微博上发文反击"小米空调线上销量超越格力"不属实，称格力在7月线上市场依旧保持领先。 图源朱磊微博 今年夏天，各地区炎热的高温让空调市场再次热起来，也跑出了小米这匹黑马。今年第二季度，小米大家电收入同比增长66.2%，尤其是空调出货量超过 540万台，同比增长超60%，创历史新高。 这次市场份额争议的背后，是空调市场日益激烈的竞争格局。小米空调线上卖爆，让家电"三巨头"心头一紧，而董明珠与雷军当年的"10亿赌约"也让格力 备受关注。 白电业务是个竞争极为激烈的市场，当对手都在空调业务之外寻求多元化道路，格力正在多方围攻与自身转型困局中谋求增长。 今年上半年，格力将全国门店陆续更名"董明珠健康家"，试图走企业家IP路线，并为线上线下渠道融合做准备，但"玫瑰空调"的设计却遭到吐槽。 这些年，竞争对手换了一个又一个，想要守住空调"大本营"，并寻找第二曲线， ...

Core Viewpoint - The article discusses the leadership of Dong Mingzhu at Gree Electric Appliances, highlighting her strong personality, management style, and the challenges she faces as she approaches retirement while still actively leading the company [3][4][61]. Group 1: Leadership and Management Style - Dong Mingzhu was re-elected as the chairman of Gree Electric Appliances, marking the beginning of her fifth three-year term [3]. - She is characterized by her strong, uncompromising nature, often described as iron-willed and direct, which has shaped Gree's corporate culture [6][12]. - Her approach to business is aggressive and principled, as demonstrated by her decision to eliminate the practice of credit sales in favor of cash sales, which transformed Gree's sales strategy [15][17]. Group 2: Company Growth and Strategy - Under Dong's leadership, Gree has shifted from relying on distributors to establishing direct sales channels, creating a strong connection with consumers [33][34]. - The company has invested heavily in research and development, moving from traditional manufacturing to high-end and smart manufacturing, achieving significant advancements in core technologies [37][38]. - Gree's industrial equipment division has expanded into various fields, including high-end manufacturing and medical equipment, showcasing its commitment to innovation [42]. Group 3: Controversies and Challenges - Dong Mingzhu is a polarizing figure, often attracting media attention for her outspoken nature and unconventional decisions, such as her ventures into mobile phones and smart home products [46][50]. - Despite facing criticism, she remains steadfast in her beliefs about the importance of practical experience over formal education, emphasizing a hands-on approach to business [53][54]. - As she approaches retirement age, questions arise about her succession plan and the potential impact on Gree's future, given the company's deep ties to her leadership style [61][67].

Core Viewpoint - The article discusses the leadership of Dong Mingzhu at Gree Electric Appliances, highlighting her significant influence and the challenges the company faces in transitioning to a new era as she approaches retirement [1][2][10]. Leadership and Transition - Dong Mingzhu has been at Gree for 35 years, making her one of the longest-serving managers in mainland China, and she has recently begun a new term as chairman [1][2]. - There is uncertainty regarding Gree's succession plan and the direction of its business, which Dong needs to focus on during her tenure [2][10]. - Dong has expressed the need for a successor who can take responsibility for Gree's future, indicating that the selection process is ongoing with several candidates being evaluated [11][14]. Brand and Personal Influence - Dong Mingzhu's personal brand has become deeply intertwined with Gree, leading to a phenomenon referred to as "Gree becoming more like Dong Mingzhu" [4][8]. - She has taken on the role of the company's brand ambassador, with her image prominently featured in various aspects of Gree's marketing and operations [4][6]. - The strong association between Dong and Gree raises concerns about the company's reliance on her personal reputation, which could pose risks if her public image is damaged [9][12]. Business Strategy and Diversification - Gree's primary revenue still comes from air conditioning, which accounted for 78.54% of total revenue in 2024, but there is a push for diversification into other sectors like smart home products and electric vehicles [12][13]. - Dong has acknowledged the limitations of Gree's air conditioning business and has emphasized the need for expansion into new growth areas [12][13]. - The company's diversification efforts have not yet yielded significant results, but Dong's approach involves trial and error, similar to strategies employed by other successful companies [13]. Cultural and Operational Considerations - Dong Mingzhu's leadership style is characterized by a strong, sometimes controversial public persona, which has sparked debates about the appropriateness of her comments and their impact on Gree's image [4][9]. - There is a need for Dong to balance her strong presence with the cultivation of a sustainable corporate culture that can thrive independently of her personal brand [14].

Core Viewpoint - The controversy surrounding Dong Mingzhu's comments on "returnees" being potentially untrustworthy has sparked significant backlash from the overseas Chinese community and legal experts, highlighting a clash between local and overseas talent perspectives in the context of globalization [3][14][30]. Group 1: Incident Background - Dong Mingzhu made a statement during an internal meeting at Gree, suggesting that returnees could be spies, which quickly drew public outrage as it undermined the contributions of this group to China's modernization [3][5]. - The backlash was swift, with organizations like the Shanxi Returned Overseas Chinese Association demanding an apology and correction from Dong Mingzhu, emphasizing that talent should not be discriminated against based on their background [5][10]. Group 2: Public Reaction - Legal experts have pointed out that Dong's comments may violate employment laws that prohibit discrimination based on nationality or ethnicity, suggesting that the Overseas Chinese Association should take legal action [10][12]. - Influencers and netizens have rallied against Gree, sharing their experiences and achievements to counter the "spy" narrative, with calls for a boycott of Gree products gaining traction [12][14]. Group 3: Talent Strategy Implications - Gree's talent strategy, which heavily favors domestic talent while rejecting overseas returnees, is seen as a significant deviation from global trends where companies like Lenovo and Huawei actively recruit international talent [19][30]. - The company's low overseas revenue share, consistently below 20%, is attributed to this restrictive talent strategy, contrasting sharply with competitors like Midea and Haier, which have over 40% of their revenue from international markets [19][30]. Group 4: Leadership and Governance Concerns - The concentration of power in Dong Mingzhu's hands has raised concerns about Gree's succession planning and the potential chaos that could ensue in the absence of her leadership [21][32]. - The need for a more balanced governance structure is emphasized, as reliance on a single leader could jeopardize the company's future, especially in a globalized market [32][34]. Group 5: Future Directions - The incident serves as a wake-up call for Gree to reassess its talent acquisition strategy, balancing local development with the inclusion of international talent to enhance its global competitiveness [30][34]. - Moving forward, Gree must cultivate an inclusive corporate culture that respects diverse backgrounds and experiences to thrive in the global marketplace [34].

Core Viewpoint - Gree Electric Appliances is facing significant challenges in 2024, highlighted by the controversial remarks of its chairperson, Dong Mingzhu, regarding overseas returnees, which may reflect deeper concerns about the company's future and market position [2][21]. Group 1: Company Leadership and Governance - Dong Mingzhu has publicly stated that Gree will not hire overseas returnees due to potential espionage risks, a stance that has drawn criticism and may harm the company's image [2][12]. - The recent shareholder meeting saw Dong Mingzhu re-elected as chairperson while stepping down as CEO, indicating a significant leadership transition within the company [10]. - Gree's governance issues include excessive centralization of power under Dong Mingzhu, which poses risks to the brand's reputation and may lead to legal repercussions due to her controversial statements [12][20]. Group 2: Market Position and Competition - Gree's market share in the domestic air conditioning sector has declined, with competitors like Midea surpassing it, indicating a shift in market dynamics [13][20]. - The company's revenue has shown a year-on-year decline of 5.39% in the third quarter of 2024, breaking a trend of continuous growth over the past several quarters [13][20]. - Gree's reliance on traditional markets and its slow adaptation to new sales channels, such as e-commerce and live streaming, have hindered its competitive edge [19][20]. Group 3: Strategic Challenges - Gree is pursuing a diversification strategy to seek new profit growth points, but its efforts in areas like mobile phones and green energy have not been successful, with significant revenue declines reported [17][20]. - The company faces challenges in international expansion, with its export share remaining below that of competitors like Midea and Haier, and limited presence in key markets such as the U.S. and Europe [19][20]. - Gree's approach to talent selection appears to be heavily influenced by personal preferences, raising concerns about the future leadership and succession planning within the company [15][20]. Group 4: Future Directions - To address its challenges, Gree aims to improve governance by balancing power and establishing a more effective talent selection system [23][25]. - The company plans to enhance its diversification strategy by increasing R&D investment and expanding its product categories beyond air conditioning [23][25]. - Gree is also focusing on upgrading its sales channels and enhancing its international presence through strategic partnerships and sponsorships [23][25].

Core Viewpoint - Gree Electric's recent shareholder meeting highlighted its talent strategy and R&D capabilities, particularly in light of Chairman Dong Mingzhu's controversial remarks about not hiring overseas returnees, which sparked significant public discourse [2][8][15] R&D Investment and Achievements - Gree's R&D investment is projected to exceed 10 billion yuan in 2024, reflecting a strong commitment to technological innovation [3] - The company has achieved notable advancements in core technologies, including the production of silicon carbide (SiC) chips, with an annual capacity of 240,000 six-inch SiC chips, enhancing its capabilities in smart home and renewable energy sectors [3] - As of November 2024, Gree has filed a total of 126,000 patents, with nearly 70,000 being invention patents, positioning it among the leaders in the industry [3] Challenges in Diversification - Despite strong R&D investments, Gree's performance in diversified businesses such as smartphones and electric vehicles has been underwhelming, raising questions about its R&D efficiency [4] - Gree's smartphone, launched in 2015, has seen minimal market impact, with a market share that is nearly negligible, and its products have been criticized for being overpriced and underperforming [4] - The acquisition of Yinlong New Energy in 2016 has not yielded expected results, with Gree's revenue from its battery business remaining below 5% in 2024 [4] Imbalance in R&D Focus - Gree's R&D resources are heavily concentrated in its air conditioning business, which accounted for 78% of its revenue in the first half of 2024, while other diversified sectors contributed less than 10% [5] - This "single-core drive" model may limit Gree's growth potential, as further technological advancements in a well-established market may not significantly impact market share [5] Internationalization and Talent Strategy - Gree's international sales revenue was 24.9 billion yuan in 2023, making up only 12.21% of total revenue, which is significantly lower than competitors like Haier and Midea [8] - The company's reliance on traditional channels and lack of localized R&D capabilities hinder its ability to penetrate key overseas markets [8] - Gree's talent strategy, which excludes overseas returnees, may be detrimental to its internationalization efforts, as these individuals often possess valuable global perspectives and advanced technical skills [10][15] Comparison with Competitors - In contrast to Gree, Midea has successfully diversified its revenue streams, with 41.52% of its revenue coming from overseas, and has invested in various sectors including smart home technology and robotics [7] - Gree's lag in emerging fields like electric vehicles and AI is evident, with its patent count in these areas being less than one-tenth of that of competitors like BYD [11][14] Future Considerations - Gree's current talent strategy may need reevaluation to incorporate external expertise, particularly in rapidly evolving sectors, to avoid falling behind in technological advancements [14][15] - The company must balance its commitment to self-developed talent with the need for external collaboration to foster innovation and adapt to market changes [15]