Who won the Rio Olympic Games? Gree beauty is noisy, the truth in this-gree, midea, air conditioning-IT information

Sponsors of the Games Award and high exposure was named by the major brand manufacturers contend, before major air conditioning enterprises for "only" winning Rio de Janeiro (hereinafter "about") Olympic air conditioning company the identity debate.

Bid only gradually became "Rashomon", the industry believes that, for naming title of fierce rivalry was behind air conditioning high industry inventory, companies will have to elevate brand awareness by leveraging marketing way.

Air conditioning in the Olympic bid Rashomon

On May 10, Dong media push an article entitled the gree air conditioning fully into the Rio Olympics, Ronaldinho, and Bailey is gree fan article, the paper announced for gree air conditioner fully settled in Brazil the Rio Olympic venues, in air conditioning in many competitive brands to the fore.

Immediately (May 11), the central air conditioning also drying out its list of Rio's Olympic bid, central air conditioning for 10 new projects identified by the United States of 100%. In addition, it also revealed that at 10 venues in the tendering process, endorsement, LG, Daikin, participating in the bidding.

Another domestic brand--chigo air conditioning air conditioning again announced his early bid for Rio Olympic Games, media coverage was seen in "chigo air-conditioning winning games."

To this end, the reporter for the China business newspaper, please call three companies for verification. Among them, chigo air conditioner responded by saying: "he is winning the Rio Olympics, 20000 sets of split-type air conditioners in Rio will be located in the Olympic village. But the air conditioning is not a brand, but aims high as a producer for other brands of air conditioning air conditioning. ”

The funny thing is, chigo air conditioning also reporter for the China Business Journal said: "we are not the only bidder, did not want to get involved in their (midea, Gree) in a war of words. ”

By contrast, gree responses are full of confidence. Brand said: "gree bid is absolutely true. Gree not winning, not to mention other domestic air conditioning. "But when asked, at the Basiaux Park can produce how many orders the bid details, said spoke.

Meanwhile, the gree electric appliances (Brazil) head said: "gree bid a total of 15 venues, is the only brand with 100% settled in the Olympic Games in China-made products, only products covering competition venues, the Olympic village, media village, supporting establishments such as hotels and airport projects types of brands, only one home air conditioners and central air conditioning into the Olympics-related projects of the brand".

"These 100% are independent of gree air conditioning brands, while only 30% 's own brand of beauty. "The foregoing persons said.

Originally, the United States in 2004 and began working with carrier. Then both set up a household air-conditioning venture in China, and in India, and Brazil, and Egypt, the Philippines established distribution joint ventures for household air conditioning.

When the independent brand into the United States, and America have told the China Business Journal reporter clarified that: "beauty brands: there are definitely specific bid will then held a news conference to explain. ”

Immediately, reporter in beauty of then provides of a copies central air conditioning bid description in the displayed, 9th, and 23, and 24, and 25, and 26, and 27, and 29, and 30, and 31, and 33, and 34, and 35, and 36 field Museum of bid who for open Lee air conditioning, but beauty of think is its and open Lee of joint venture company bid; 1, and 2, and 3, and 4, and 5, and 6, and 7, and 10, and 36 this several venues is is wrote Midea VRF and open Lee common bid, Midea VRF for beauty of brand of more online. While the rest of the stadium won the bid to be 8th, 27th, York air conditioning Daikin, Trane, Traydus LG bid separately, 28th, 32nd and 37th venues.

Worth noting is that tenders does not appear in the entire central air-conditioning gree "GREE" English abbreviations.

For this, but insiders told reporters to the Pedra da gávea mountain near the Olympic village and venues have assembled home air conditioning photos, to prove the truth of its bid. Asked whether he can assemble a picture that offers central air conditioning, central air conditioning not currently disclosed, will be released the end of follow-up projects.

From domestic to abroad

For such a bid battle in Sparks, home appliance industry veteran observer Liu Buchen analysis said: "people have a logical: to enter top competitions product, must be top quality. ”

Liu Buchen concludes gree not Brazil ceding huge orders overall beauty of the Olympic Games. "In other words, that may be the case: the United States won the Brazil Olympics project air conditioning in most of the orders and are central air conditioner; gree get air conditioning in a small number of orders, and is dominated by home air conditioning. "Liu Buchen said.

Veteran industry observers Liang Zhenpeng believes that Olympic Park venues large type and quantity of air conditioning are required. Only one air conditioning enterprises won the bid less likely. Midea, gree probably won, but their publicity-diameter focused.

For winning the event is nearly two years behind the tearing open of domestic air conditioning high inventory and price wars.

By the end of 2015, air conditioning industry stock topped 40 million units, only inventory is enough to sell a year. And Aiken, air conditioning and refrigeration networks data also showed, in 2015 the domestic production of household air conditioning 103.85 million units, down by 12%, cumulative sales of 106.6 million units, down by 8.6%.

Downturn in the environment, even if your giant green small decline in performance. According to the gree electric appliances in 2015 report data show that last year, gree electric appliances revenue 97.745 billion yuan, down 29.04% over the previous year, net profit of 12.532 billion yuan, down 11.46% over the previous year. Among them, the air conditioning business annual revenue of up to 86% per cent down 29.48%, exacerbated the negative impact of weak air conditioning market. Gree electric appliances after 3 years of continuous growth, instead of achieving the 2015 revenue 5 years recreating a "gree", but fell to the 2012 level.

America also could not escape the environmental impact. In 2015, midea air conditioner product revenues 64.49 billion yuan, total revenues of 46.58%, air conditioner sales fell 11.3%, but its gross margin was 28.25%, an increase of 1.3%.

Today, the domestic air conditioner market nearing saturation, the midea and gree have to put fuel into the overseas market. In 2001, the gree Brazil building air conditioning plant, at that time regarded as overseas markets by gree developed benchmarking. Ten years later (2010), the United States through a joint venture with carrier into Brazil, with two large factories, while the production of central air-conditioning and air-conditioning.

"But the United States and gree air conditioning on overseas share is relatively low. Air conditioning in foreign markets or by Trane, York, carrier, Daikin, brand-led. "Veteran industry observer analysis of Liang Zhen-Peng of the China Business Journal reporter said:" the same beauty and gree's bid publicity hype is confined to home, is for people to see. In a two-year process, tend to weaken the influence of other brands, and strengthen their brand. ”

"Now the overall performance of the market downturn, in a State of imbalance between supply and demand in the market, air conditioning price into decline, for air conditioning giant beauty is a huge challenge and gree is expected in 2016 air conditioning market is still bleak, does not eliminate the possibility of more aggressive price war. "Liang Zhen-Peng said.

到底谁中标了里约奥运会？格力美的吵翻，真相在这 - 格力,美的,空调 - IT资讯

奥运会赞助商的殊荣和高曝光率让各大品牌厂商争锋冠名，日前各大空调企业因“唯一”中标里约热内卢（下称“内约”）奥运会空调企业的身份争论不休。

中标唯一性逐渐演变成为的“罗生门”，业内人士认为，对冠名称号激烈的角逐背后是空调行业居高不下的库存，企业不得不采用借力营销的方式提升品牌知名度。

奥运空调中标罗生门

5月10日，董明珠自媒体推送一篇名为《格力空调全面进驻里约奥运会，原来小罗和贝利都是格力粉丝》的文章，文章主要内容为宣布格力家用空调全面入驻巴西里约奥运场馆，在众多竞争空调品牌中脱颖而出。

随即（5月11日），美的中央空调也对外晒出其里约奥运会的中标单，10个新建项目的中央空调由美的100%中标。此外，其还透露，在10个场馆招标过程中，审核通过，参与投标竞争的有LG、大金等。

另一家国产品牌——志高空调也早早对外宣布自己制造的空调再次中标里约奥运会，媒体报道中却多见“志高空调中标奥运会”。

为此，《中国经营报》记者分别致电三家企业进行求证。其中，志高空调回应称：“自己的确是中标了里约奥运会，20000套分体式空调将落户在里约奥运村内。但这些空调并非是自主品牌，而是志高作为空调生产者为其他品牌生产的空调。”

有意思的是，志高空调还对《中国经营报》记者称：“我们并不是唯一的中标者，也不想卷入他们（美的、格力）的口水战中。”

相比之下，格力的回应则显得底气十足。其品牌相关负责人称：“格力的中标是绝对真实的。如果格力不中标，更别提国内其他空调了。”但当问及，在巴西奥园会上能产生多少订单等具体的中标细节时，其则表示不便透露。

与此同时，格力电器（巴西）有限公司负责人也透露：“格力共中标了15处场馆，是唯一以100%自主品牌入驻奥运会的中国造产品，唯一一个产品覆盖了比赛场馆、奥运村、媒体村、配套酒店和机场等场所有项目类型的品牌，唯一一个家用空调和中央空调均进驻奥运会相关项目的品牌”。

“这些空调100%都是格力的自主品牌，而美的只有30%的自主品牌。”前述人士续称。

原来，美的于2004年便开始与开利合作。随后两者在中国建立了一家家用空调合资企业，并在印度、巴西、埃及、菲律宾建立了分销家用空调的合资企业。

当自主品牌的问题抛向美的时，美的人士跟《中国经营报》记者澄清说：“美的自主品牌肯定是有的，具体的中标情况将会再召开发布会进行说明。”

随即，记者在美的随后提供的一份中央空调中标说明中显示，第9、23、24、25、26、27、29、30、31、33、34、35、36场馆的中标者为开利空调，但美的认为是其与开利的合资公司中标；1、2、3、4、5、6、7、10、36这几个场馆则是写Midea VRF和开利共同中标，Midea VRF为美的牌的多联机。而剩下的8号27号场馆中标者为是约克空调；大金、特灵、Traydus LG分别中标28号、32号和37号场馆。

值得注意的是，整张中央空调中标书中并未出现格力“GREE”的英文简写。

针对此，格力的内部人士则向记者发来了其在Pedra da Gávea山附近的奥运村和场馆外已经组装好的家用空调图片，以证明其中标的真实性。而问及是否能提供中央空调的组装图片时，其表示中央空调目前不便透露，后续工程结束会陆续公布。

从国内打到国外

对于如此火花四溅的中标之争，家电业资深观察人士刘步尘分析认为：“人们内心有一个逻辑：能进入顶级赛事的产品，一定也是顶级品质。”

刘步尘还推断格力不会把巴西奥运会巨额订单全盘拱手让给美的。“换言之，事实有可能是这样的：美的获得了巴西奥运会工程大部分空调订单，且都是中央空调；格力获得了小部分空调订单，且以家用空调为主。”刘步尘称。

资深产业经济观察家梁振鹏则认为，奥园会场馆众多，所需的空调类型和数量都很大。只有一家空调企业中标的可能性比较小。很可能美的、格力都中标了，但各自宣传口径各有侧重点。

引得各方针对中标事件开撕的背后正是近两年国内空调的高库存和价格战。

2015年年底，空调行业库存总量已突破4000万台，仅存货就足够卖一年。而艾肯空调制冷网的数据也显示，2015年国内生产家用空调10385万台，同比下降12%，累计销售10660万台，同比下降8.6%。

大环境的低迷，即便贵为行业巨头的格力业绩也出现不小的下滑。根据格力电器2015年年报数据显示，去年全年，格力电器营收977.45亿元，比上年下降29.04%，净利润为125.32亿元，比上年下降11.46%。其中，占比高达86%的空调业务全年营收同比下降29.48%，加剧了空调市场疲软带来的消极影响。格力连续高速增长了3年后，2015年营收非但没有实现5年再造一个“格力”，反倒跌落至2012年的水平。

美的同样也难逃大环境的影响。2015年，美的空调产品实现营业收入644.9亿元，占总营收的46.58%，空调营收同比下滑11.3%，但其毛利率为28.25%，同比增长1.30%。

如今，国内空调市场接近饱和，使得美的和格力不得不把战火燃到海外市场。2001年，格力在巴西建设空调工厂，彼时被格力视为海外市场开发的标杆。十年后（2010年），美的也通过与开利合资方式进入巴西，拥有两大工厂，同时生产中央空调及家用空调。

“但是，目前美的和格力在海外空调上占的份额还比较低。国外的空调市场还是由特灵、约克、开利、大金等品牌主导。”资深产业经济观察家梁振鹏对《中国经营报》记者分析称：“同样的，美的和格力的中标之争的宣传炒作也仅限于国内，是做给中国人看的。在两强相争的过程中，往往会无形中弱化了其他品牌的影响力，强化了自己的品牌。”

“现在的空调市场整体表现低迷，市场供需陷入失衡状态，空调价格步入下降通道，这对于空调巨头美的和格力来说无疑是个巨大的挑战，预计2016年空调市场表现依旧惨淡，不排除发生更大力度价格战的可能。”梁振鹏续称。