Dong Mingzhu’s mobile phone dream, exploring the secrets

Gree quietly released a new mobile phone. How long can Dong Mingzhu’s mobile phone dream last for six years? Why do you say quietly? Because others make mobile phones with a lot of fanfare and build marketing months in advance for fear that people will not know about it, but making mobile phones with Ms. Dong seems to be secretive, for fear that others will know. In terms of marketing, there have never been new product launches and advertising. Dong Mingzhu is the only one who is waving the flag. In terms of channels, except for Gree Dong Mingzhu Store, Gree mobile phones are almost invisible in other online and offline channels. If I didn't tell you, most people probably wouldn't know that Gree Mobile Phone was renamed DaSong Mobile Phone. What exactly supports Dong Mingzhu’s mobile phone? Gree makes mobile phones and destroys Xiaomi in minutes. The first time Dong Mingzhu said he would make mobile phones was in 2013 when he and Lei Jun were betting about 1 billion. I expressed to him the significance of the times. At that time, everyone thought it was a prank joke. talk. In 2014, with the advent of the mobile Internet era, there was a wave of mobile phone manufacturing in China, with Xiaomi selling 60.8 million units. Sales volume won the domestic market championship for the first time. Huawei launched the turning-point product mate7 and its mobile phone business is ready to take off. Oppo and VIVO are blooming in third- to sixth-tier cities. Dong Mingzhu finally couldn’t sit still. In March 2015, Dong Mingzhu was giving a speech. It was suddenly announced that the Gree mobile phone has been made. I can make a mobile phone in minutes. It is so easy. This phone sells for 1,699 yuan. The magic machine with Dong Mingzhu as the startup screen has not sold a few units. It is very impressive. Not surprisingly, in June 2015, Dong Mingzhu made a bold statement at the Gree Electric Appliances Shareholders Meeting. Gree mobile phones were in short supply and selling 50 million to 100 million units would not be a problem. In Dasong GT, the previous sales of Gree second generation, Gree Color World, Gree third generation and Dasong 5G mobile phones with sales exceeding 3,000 yuan were all dismal in the market. In the face of doubts, Dong Mingzhu never admits defeat. In fact, my mobile phone was confiscated and my mobile phone has never been sold publicly on the market to this day. How can you determine my success or failure? The second generation of Gree mobile phone completely outperformed the iPhone 6. S Huawei ranks first in the world of mobile phones, Gree ranks second in the world of mobile phones, and there are endless wise words. It is also difficult to understand whether Dong Mingzhu's one-man show is the emperor's new clothes, or a person pretending to be asleep. But aside from Dong Mingzhu’s own evaluation of Gree mobile phones, it is very simple. Only one question is needed, will you buy Gree mobile phones? Generally, mobile phone brands have their own target audiences, some of which are user enthusiasts, some who play games, and some who take photos. Who is the target audience of Gree mobile phones? Dong Mingzhu initially thought about all users of Gree Electric Appliances. What he wanted to do was a smart IoT phone that could be used as a portal for I ot devices. It could not only control home appliances but also buy Gree products on it. As a result, users They don't pay for it. Those who copied Dong Mingzhu’s mobile phone dream ended up becoming Gree’s employees and suppliers. Sina Technology once reported that Gree mobile phones are currently mostly owned by Gree employees, dealers, suppliers and other internal personnel. The most used ones are air-conditioning installers, because they need to install Gree’s internal dispatch software and decoding, so most mobile phones are shipped to suppliers. Because they are not easy to use, most of these Gree mobile phones are listed on second-hand platforms such as Xianyu at the price of elderly phones. It can only be said that Dong Mingzhu’s prediction of the mobile phone industry is correct. The rise of LT ecosystems such as Huawei, Xiaomi, and Oppo VIVO in recent years has proven this. His biggest tragedy was that he underestimated the difficulty of making a good mobile phone. For business operators, the biggest fear is to mistakenly believe that they are omnipotent because of success in a certain field. Ren Zhengfei said that a perfect person is a useless person and cannot be perfect. Similarly, Huawei cannot be perfect. Therefore, Huawei has always insisted on doing what it does best, from making chips, making cars, and making mobile phones. Maybe only when Dong Mingzhu’s omnipotent fantasy is completely shattered can his mobile phone dream be completely ended?