Dong mingzhu, slam the phone on pronouncements, but one not afraid of falling phone brands have ... ...-gree, gree phone, Dong-IT information

Recently hosted the second session of the China Summit Forum, head of Dong mingzhu of gree group exposure fire, at a Conference session, Dong mingzhu, gree phone directly on the stage fell to the ground , and then asked the audience: do you dare to fall? Dong mingzhu, gree's move has reignited the industry into the Smartphone industry debate.

According to 2015 released gree reported gree 97.745 billion yuan of business revenue last year, down 29.04%; 12.532 billion yuan in net profit, down 11.46%. Prior to 2012, gree publishing annual reports, when revenues reached 93.1 billion yuan. Gree leader Dong presented a bold "plan": the next 5 years, recreating a gree, gree's sales to reach 200 billion yuan after 5 years. Next in 2013 and 2014, but steady growth in revenue per year increased by 20 billion. By gree their objective and the results of actual performance, is easy to understand why the industry last year, gree gree 1 generation cell phones to enter the reasons in the Smartphone industry, namely for traditional gree electrical appliances business downturn and future goals to find new sources of growth . So here's the thing, smart phones really can become a green new growth of revenue and profit?

First of all, from the perspective of development of the smart-phone industry as a whole, not to say last year's this year, gree gree 1 's 2 generations how the mobile phone itself, from gree cut time in the Smartphone industry, cannot say that late, but at least it has missed the industry's rapid rise. New 2016 according to market research firm Strategy Analytics global smartphone market share statistics reported in the second quarter, global shipments of smartphones last quarter just 340 million units, compared with the same period last year rose less than 1%. It can be said that Smartphone industry was close to zero . Under this situation, rather than reducing the threshold of entering the Smartphone industry was a disguised attempt to improve, of course, this refers to the hope to gain a foothold in the Smartphone industry shipment at the same time, but also access to revenues and profits, at least, is true for gree. So the question, in this case rather than reduction of barriers to entry, gree phone what are the advantages?

From last year's gree gree 2 generations of 1 's to this year's mobile phone, is seen in the industry in addition to the so-called no different with other vendors of hardware, more personal marketing is head of Dong mingzhu of gree group or the "for show". Now and then attack friends mainly in products, or of the recent "slam the phone" to prove the gree phone differentiation. But we will find a little observation, this type of marketing, has long been friends to play tricks left, meaning that even marketing and "show", gree has left behind. In fact, Dong mingzhu, marketing itself has indirectly exposed its weakness in the Smartphone industry.

From the current Smartphone industry to Huawei, OPPO, represented in domestic manufacturers and the global smartphone market in the first camp, which is today the location, to mobile phone or with the accumulation of cell phone-related industry and innovation are key . For example, the background of the global telecommunications equipment provider Huawei for its innovation extends to the smart phone industry (reference and innovation), OPPO smartphone market pain points users needs (such as Flash technology-filled) dedicated years of research and development. Thus it can be seen, to be in the Smartphone industry with real innovation based on the accumulation of the need (requires time) rather than overnight, this is a gree phone does not have. Particularly after the Smartphone industry entered a period of slow growth, even gree want to devote themselves to research, development and innovation, time window has closed .

In addition to innovation, industrial chain in the Smartphone industry understand and control is also important . Had for trafficking "feelings" and smash hit of hammer phone of fall, on defeated in has for industry chain understanding of superficial Shang, and small Mi Leijun recently returned to line directly is responsible for millet phone industry chain of management, also from side proved industry chain not only important, and even is in intelligent phone market playing spell years of manufacturers, also may will subject Yu industry chain of coordination, and management, many factors, compared with, gree phone this aspects and innovation as, almost are in starting line Shang, don't said known intelligent phone industry chain of law, Just getting started will be fraught with difficulties. It is important to note, Although Hagrid in the accumulation of household electrical appliance industry chain in the field of deep, but like the PC industry before the eldest of Lenovo entering the phone thought at the beginning of its advantage in the PC industry model can be mobile, but ultimately fruitless, due to industry characteristics and different needs, there is a considerable discrepancy between the chains . In other words gree gree electrical appliances industry and some industry insiders said the chain advantage does not give the Smartphone industry chain points.

When the gree in getting into the Smartphone industry weakness, and these weaknesses are simply unable or don't have time to change, then the rest of the money to open a base location possible? Globally, Microsoft invested $ 7.2 billion for failing to save the Nokia, domestically, Ali injected Meizu $ 1.5 billion just for Meizu 25 million units expected this year's shipments (widely believed that the moment the subsistence level is the year of the Smartphone industry shipment in 40 million), and of course here also do not take into account how much revenue and profit from it . We this cases lift this two a example is wants to description, in now intelligent phone industry lower and the gree itself has weakness of situation Xia, that is took money to hit, also hard hit out a in intelligent phone market based of location, more has may is a bottomless, don't said to became gree new of growth, drag this on fell in the of gree of core business more has may became reality. Not about stealing chickens, anti-to lose rice.

Above, I think, gree March intelligent phone industry for gree future looking for new of growth of strategy has lost has all may based of support points, and future also to gets these support points, coupled with recently botched of marketing and market positioning (for example fell phone, and pricing in 3000 Yuan above of high-end), gree phone not only not became gree future new of growth, has may is disaster .

Disclaimer: this article is solely those of the author and does not represent a position IT information.

董明珠摔手机放豪言，但上一个不怕摔的手机品牌已经…… - 格力,格力手机,董明珠 - IT资讯

在近日举办的第二届中国制造高峰论坛上，格力集团掌门人董明珠又曝惊人之举，在一次会议的讨论环节中，董明珠在台上竟直接将格力手机摔在地上，然后反问观众：你敢摔吗？而董明珠的这一举动再次引发了业内对于格力进军智能手机产业的争论。

据格力电器发布的2015年财报显示，格力去年营业收入977.45亿元，同比下降29.04%；净利润125.32亿元，同比下降11.46%。而此前的2012年，格力电器公布年报，当年营收达931亿元。当时格力掌门董明珠提出了一个大胆的“计划”：未来5年，再造一个格力，5年后格力的营收达到2000亿元。随后的2013年和2014年，格力的营收都按照每年200亿的增幅稳步增长。通过格力自己的目标及财报的实际表现，业内很容易理解为何格力在去年以格力1代手机进军智能手机产业的原因，即为格力传统电器业务的下滑和未来的既定目标寻找新的增长点。那么问题来了，智能手机真的可以成为格力营收和利润新的增长点吗？

首先从整个智能手机产业的发展看，先不说去年的格力1代还是今年的格力2代手机产品本身如何，从格力切入智能手机产业的时间看，不能说晚，但至少已经错过了该产业的快速上升期。据市场调研机构Strategy Analytics发布的最新2016年第二季度全球智能手机市场份额统计报告显示，上一季度全球智能手机的出货量仅为3.4亿部，与去年同期相比同比增长幅度不足1个百分点。可以说，智能手机产业已经近乎于零增长。这种形势之下，进入智能手机产业的门槛不仅没有降低反而是变相提高了，当然这种提高是指希望还能在智能手机产业中在获得可以立足的出货量的同时，还能获得营收和利润，至少对于格力来说是如此。那么接下来的问题，在这种进入门槛不降反升的情况下，格力手机有何优势？

从去年的格力1代到今年的格力2代手机，业内看到的是除了所谓的与其它厂商并无二致的硬件外，更多是格力集团掌门人董明珠的个人营销或者说是“做秀”。主要表现在时不时出来抨击友商的产品，或者以近日的“摔手机”来证明格力手机的差异化。但只要我们稍加观察就会发现，这种营销方式，早已是友商们玩剩的把戏，也就是说即便是营销和“做秀”，格力都已经落伍了。其实，董明珠如此营销本身就已经间接暴露出其在智能手机产业的软肋。

从目前智能手机产业中以华为、OPPO等为代表的在国内和全球智能手机市场处在第一阵营的厂商看，它们之所以取得今天的位置，对于手机或与手机相关产业的积淀和创新至关重要。例如华为的全球电信设备商的背景让其可以将创新延伸至智能手机产业（借鉴和再创新）；OPPO则针对智能手机市场用户需求的痛点（例如闪充技术等）潜心多年的研发。由此可以看出，要想在智能手机产业中以真正的创新立足需要的积淀（需要时间）而非一蹴而就，这是格力手机所不具备的。尤其是在智能手机产业进入增长缓慢期后，即便格力想潜心研发和创新，时间窗也已经关闭了。

除了创新之外，对于智能手机产业中产业链的理解和把控也至关重要。曾经因贩卖“情怀”而红极一时的锤子手机的陨落，就败在了对于产业链理解的肤浅上，而小米雷军近期重返一线直接负责小米手机产业链的管理，也从侧面证明产业链不仅重要，而且即便是在智能手机市场打拼多年的厂商，也可能会受制于产业链的协调、管理等诸多因素，相比之下，格力手机在此方面与创新一样，几乎均在起跑线上，不要说熟知智能手机产业链的规律，就来入门都会困难重重。需要说明的是，尽管格力在家电领域的产业链方面积累颇深，但就像之前PC产业中的老大联想进入手机之初误以为其在PC产业链中的优势可以被手机所借鉴，但最终无果一样，由于产业特点和需求不同，产业链间是存有相当差异的。也就是说格力及某些业内所言的格力在家电产业链的优势并不会给其在智能手机的产业链带来加分项。

当上述格力在进军智能手机产业存有的软肋，且这些软肋根本无法或者没有时间改变的话，那么剩下的用钱去砸开一个立足的位置可行吗？从全球看，微软投入的72亿美元没能拯救诺基亚，从国内看，阿里注资魅族15亿美元，也只是换来魅族今年预计2500万部的出货量（业内普遍认为当下智能手机产业的生存线是年出货量在4000万部），当然这里还不要考虑能从中获得多少的营收和利润。我们在此例举这两个例子是想说明，在当下智能手机产业走低及格力本身存有软肋的情况下，即便是拿钱去砸，也很难砸出一个在智能手机市场立足的位置，更有可能是个无底洞，不要说去成为格力新的增长点，拖累本就下滑中的格力的核心业务更有可能成为现实。所谓偷鸡不成，反到失把米。

综上所述，我认为，格力进军智能手机产业为格力未来寻找新的增长点的策略已经失去了所有可能立足的支撑点，且未来也难以获取这些支撑点，加之近期拙劣的营销和市场定位（例如摔手机、定价在3000元以上的高端），格力手机不仅不会成为格力未来新的增长点，有可能是灾难。

声明：本文仅代表作者观点，不代表IT资讯立场。