Lei Jun frequently endorses Xiaomi mobile phones, be careful to repeat the mistakes of Gree

In the past few days, Lei Jun, the founder and chairman of Xiaomi, endorsed the Xiaomi Mi 11. However, Baiming Technology believes that this is not good news, because another well-known home appliance company, Gree, has been endorsed by its chairman Dong Mingzhu. The result is that Gree is in the The air conditioner market was beaten by rival Midea.

Lei Jun frequently endorses Xiaomi mobile phones, be careful to repeat the mistakes of Gree

Lei Jun’s endorsement of Xiaomi Mi 11 from a positive perspective means that Lei Jun has to do everything by himself, which is in line with his model worker. Has become a world-renowned billionaire still so hard.

However, on the other hand, Lei Jun seems to have crossed the line in doing so. After all, any industry is specialized in the art industry. No matter how strong he is, it is impossible for everyone to specialize. After all, human energy is limited, and from a certain A bit of vanity in some ways.

Among the many entrepreneurs in China, most of them choose to keep a low profile and seldom appear in the spotlight. After all, appearing in front of the media often consumes too much energy of entrepreneurs, which is not conducive to entrepreneurs to focus more energy on business operations In this regard, Gree can be called a precedent for Xiaomi to be vigilant.

Gree has been the leader of the domestic air-conditioning industry for more than 20 years. Especially in the era of Zhu Jianghong, Zhu Jianghong rarely appeared in front of the media, but focused on the strategic planning of the company, and did a good job in technology research and development and product quality management. This established Gree’s leading position in the air-conditioning industry. At that time, Gree once accounted for nearly 40% of the domestic air-conditioning market.

In 2012, Dong Mingzhu was elected as the chairman of Gree. Since then, Dong Mingzhu has made frequent high-profile appearances in front of the media. However, in the past two years, Oaks began to use e-commerce channels to launch a fierce price war. Since then, Oaks has often ranked first in the online air-conditioning market. The share of online air conditioners in the domestic air conditioner market continues to rise, with Oaks’ share in the domestic air conditioner market rising, while Gree’s market share begins to slowly decline.

During the 618 shopping festival in 2019, Midea chose to follow up the online air conditioner price war, and Midea’s share in the air conditioner market began to rise sharply. By the first half of this year, Midea’s air conditioner revenue surpassed Gree for the first time, and Gree finally lost its position as the leader in the domestic air conditioner market. At this time, Dong Mingzhu finally found that the domestic air-conditioning market had undergone major changes, and began to frequently participate in live broadcast delivery. Although Dong Mingzhu’s live broadcast delivery repeatedly set sales records, Gree’s air-conditioning revenue could not stop the decline.

The performance of the first three quarters of 2020 shows that Gree and Midea’s revenue was 125.889 billion yuan and 216.761 billion yuan respectively, the revenue growth rate was -18.8% and 1.88% respectively, and the year-on-year increase in net profit was -38.06%, 3.29%. From the performance indicators, it can be seen that the performance of Midea is obviously much better than that of Gree.

From the performance changes of Gree and Midea, it can be seen that Dong Mingzhu chooses to appear in the spotlight frequently; while the boss of rival Midea He Hengjian has already chosen to retire and hand over the management rights to professional manager Fang Hongbo. Fang Hongbo also chooses to keep a low profile in front of the media . The attitudes of the executives of the two companies to the media are very different, and the results are also very different.

This result is obviously because the bosses and executives of Midea choose to focus more on business operations, while Dong Mingzhu spends too much energy on the media and does not fully devote himself to business operations. This is something that Xiaomi should think about. As the helm of Xiaomi, Lei Jun chooses to be exposed under the spotlight frequently. Is it really conducive to the long-term development of Xiaomi?

The current millet can be said to be proud of the spring breeze, but it is worth noting that the performance of Xiaomi in the third quarter mainly relies on the mobile phone business to drive performance growth, while the growth rate of net profit is significantly lower than the overall growth rate. In the domestic market, it has declined and has been defeated by Huawei. The growth rate of the Internet business, the main source of profit, is only single digits. There are hidden worries under the excellent performance.

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