Gree income plummeted 42.3 billion yuan, Dong mingzhu, mad-gree, Dong-IT information

With only a year's time, gree electric appliances in 2014 compared with the revenues of 42.3 billion yuan.

On April 28, gree has released its 2015 annual report. Significant reduction in revenue and net profit in 2014, to let the world realize Chairman and CEO Dong mingzhu of gree electric appliances call 2015 "rest of years" means.

But in the case of air conditioning industry structural adjustment, gree attack around diversification of industries can assume the goal of 2018 to achieve 200 billion yuan?

Air conditioning sales declined 30%

Revenue growth compared to 20 billion yuan a year earlier, gree 97.745 billion revenue achieved in 2015 and back down to the level of 3 years ago. 83.7 billion revenue made air conditioning business revenue fell close to 30%, gross margin decreased by 3.61%.

These figures led by Dong mingzhu, gree, is not unusual.

From May 2012, the sole leader since gree, gree in the hands of Dong to 20 billion annual increase in revenue growth. In 2011, but only 83.517 billion yuan of revenue, and by 2014 the gree's revenue reached 140.005 billion yuan.

In fact, gree three quarterly reports have revealed signs of the decline last year. Gree 2015 three quarterly reports showed that its revenue in the first three quarters compared with 17.16%, vested in shareholders of listed companies ' net profits increased by only 1.27%.

Cold air conditioning in main business are important causes of gree performance decline. According to statistics from the online, in 2015 the domestic production of household air conditioning 103.85 million units, down by 12%. Cumulative sales of 106.6 million units, down 8.6%.

Gree is feeling the pressure of high inventories. In 2015, the gree of claims never compete on price, set off against fellow "clearance operation".

Dong on March 5 this year, a media interview, said that while the 2015 economic downturn, but sales also declined, but because gree adjust prices, but market share higher, nearly 50%.

Orville Dean Zhang Yanbin told reporters, price wars a big influence to gree's revenue and profit. But for gree, sharp decline in revenues is its own "squeeze pimple" performance.

He told reporters, gree 2014 earnings, revenues of just over 140 billion, suspected of more than a fraction of a number of books. Market this year is worse, just the opportunity to inflate the original performance out, laying the Foundation for 2016 presents a more objective report.

In fact, the Dong had already realized the days of gree electric appliances in 2015 is not easy. In June 2015, said Dong mingzhu, gree rest of year of 2015 will be. Gree will put the year 2013 proposed by the annual growth target of 20 billion yuan.

Despite the revenues, and gree electric appliances, cash flow remains abundant. Results showed that the net cash flow from operating activities was 44.378 billion, an increase of 134.32%.

In addition, it is worth mentioning that, in front of the gree electric appliances in top ten shareholders, last as 2015 new entering Ningbo general non-investment management co., Ltd. 0.71% to 42.9 million shares of their holding. The legal representative of the company for the midea group he xiangjian He Jianfeng, the son of the founder.

Diversification can carry 200 billion

Dong mingzhu, put down the years grew by 20 billion revenue goal, but she stressed that the 2018 to reach 200 billion yuan revenue target will not change. Chill in the air conditioning business cases, flowering around gree performance of diversifying their businesses will clearly become the new engine of growth.

Gree announced in the bulletin and will be air conditioning industries as the pillar, and vigorously develop new sources of energy, domestic electrical appliances, industrial products, mold, cell phones, automated devices and other emerging industries , gree from a simple household appliance manufacturing enterprises to new energy industry and industrial equipment manufacturing enterprises expand, diversify and steady development.

Is gree a wide range of the latest direction of new energy vehicles.

On March 7, the gree electric appliances said, intends to issue stock purchase yinlong in Zhuhai's new energy co., Ltd. Dong said later, "the acquisition of new energy enterprises, gree is to build cars. ”

Concerns that Hercules 2-generation mobile phones, also announced it will be released at the end of April. According to press reports, the phone at 3000 Yuan, and market-oriented.

In addition to mobile phones and new-energy vehicles, and gree back to large brands to get involved in areas of small household electrical appliances such as rice cookers, but it still failed to reduce the risk of gree single.

Reported air-conditioning business in total revenue accounted for 85.65%, as an electrical life of 1.522 billion revenues accounted for only 1.56%.

Zhang Yanbin said gree from new entrants to the industry, small household electrical appliances are too small, even if the first is about 11 billion. He believed that in these new areas, greater impact in the future is the new-energy cars. "New energy vehicles if it is explosive growth. Small appliances, including mobile field strengths are not white, more rampant competition, raised questions about how many. ”

China's home appliance Business Association Marketing Executive Hong Shibin, President of the Commission, told reporters, how to reach 200 billion, compared with revenue, but also should consider corporate governance issues.

In his view, gree's past growth is by putting in charge of domestic channels, to expand the stomach. Now thinking gree commercial path is too aggressive, some get rich quick.

Worth noting is that from native white big earnings, but revenue fell most sharply. Among them, the United States in 2015, revenue of 138.4 billion, up slightly by 2.28%. Qingdao Haier in 2015 to achieve revenue of 89.748 billion yuan, compared with 7.4%.

Under the leadership of Dong mingzhu, gree, in 2016 will produce what kind of report card?

格力收入暴减423亿元，董明珠发飙 - 格力,董明珠 - IT资讯

只用了一年的时间，格力电器就比2014年减少了423亿元人民币的营收。

4月28日，格力电器发布了自己的2015年年报。营收与净利润相比2014年的大幅减少，让外界体会到格力电器董事长兼CEO董明珠将2015年称之为“休整年”的含义。

但在空调行业遭遇结构性调整的情况下，格力四处出击的多元化产业能否担负起2018年实现2000亿元的目标？

空调营收下滑30%

相比于此前每年200亿元的营收增长，格力在2015年取得的977.45亿营收，回落到3年前的水平。其中取得837亿营收的空调业务营收下滑接近30%，毛利率则下降3.61%。

这些数字对由董明珠领导的格力来说，显得并不寻常。

从2012年5月独自领导格力电器以来，格力在董明珠的手中以每年增加200亿营收的速度快速增长。2011年，格力的营收仅为835.17亿元，而到2014年格力的营收则高达1400.05亿元。

事实上，格力去年的三季报已经显露业绩下滑的端倪。格力2015年三季报显示，其前三季度营收同比降低17.16%，而归属上市公司股东的净利润则仅增加1.27%。

主营的空调业务遇冷是格力业绩下滑的重要原因。根据产业在线的统计数据显示，2015年国内生产家用空调10385万台，同比下降12%。而全年累计销售10660万台，则同比下降8.6%。

格力也感受到了库存高企的压力。2015年，宣称从不打价格战的格力，掀起了数场针对同行的“清场行动”。

董明珠在今年3月5日接受媒体采访时也曾表示，虽然2015年经济下行，格力销售额也出现下滑，但因为格力进行价格调整，反而市场份额更高，差不多接近50%。

奥维研究院院长张彦斌对记者表示，价格战对格力的营收和利润影响很大。但对格力来说，营收大幅下滑是其自身“挤脓包”的表现。

他对记者表示，格力2014年财报中，营收刚刚过1400亿，只超过零点几的数字感觉有做假账的嫌疑。今年市场更糟，正好借机把原来虚增的业绩挤掉，为2016年呈现更客观的报表打下基础。

事实上，董明珠此前已经意识到了格力在2015年的日子并不好过。2015年6月，董明珠对外表示，2015年会是格力的休整年。格力将放下2013年时所提出的年增长200亿元的目标。

尽管营收减少，但格力电器手中的现金流依然丰厚。财报显示，其经营活动产生的现金流量净额为443.78亿，同比增加134.32%。

此外，值得一提的是，在格力电器前十大流通股东中，最后一位为2015年新进入的宁波普罗非投资管理有限公司。其以4290万股持股0.71%。而公司的法人代表为美的集团创始人何享健的儿子何剑峰。

多元化能否扛起2000亿

尽管董明珠放下了年增长200亿营收的目标，但她强调，2018年达到2000亿元营收的目标不会变。在空调业务遇冷的情况下，四处开花拓展多元化业务显然将成为拉动格力业绩增长的新引擎。

格力在公告中宣布，将以空调产业为支柱，大力开拓发展新能源、生活电器、工业制品、模具、手机、自动化设备等新兴产业，将格力从单纯的家电制造企业向新能源行业及装备制造企业进行产业拓宽，实现多元化稳健发展。

新能源汽车是格力多元化的最新方向。

3月7日，格力电器公告称，拟发行股票收购珠海银隆新能源有限公司。董明珠随后对外表示，“收购新能源企业，格力就是要造汽车。”

外界关注的格力2代手机，此前也宣布将在4月底发布。据记者了解，该手机价位在3000元左右，并面向市场销售。

而在手机和新能源汽车之外，格力早以大松品牌涉足电饭煲等小家电领域，但这依然未能减小格力产品结构单一的风险。

财报显示，空调业务在总营收中占比为85.65%，而取得15.22亿营收的生活电器占比则仅有1.56%。

张彦斌表示，从格力新进入的行业来看，小家电规模太小，就算做到第一也就百十个亿左右。他认为，这些新进入的领域中，未来影响较大的就是新能源汽车。“新能源汽车如果做起来就是爆发性的增长。小家电包括手机都不是白电领域的长项，竞争比较泛滥，外界质疑也很多。”

中国家电商业协会营销委员会执行会长洪仕斌则对记者表示，相比如何达到2000亿的营收，格力更应该考虑企业治理的问题。

他认为，格力以前的增长是通过把货押给渠道，把肚子做大。而现在格力思考自己的商业路径则过于冒进，有些急功近利。

值得注意的是，从本土白电三巨头财报来看，格力的营收下滑幅度最大。其中，美的集团在2015年实现营收1384亿，同比微跌2.28%。青岛海尔则在2015年实现897.48亿元的营收，同比降低7.4%。

董明珠领导下的格力，将在2016年交出怎样的成绩单？