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Gree Dong Mingzhu's entrepreneurial success story

Gree Dong Mingzhu's entrepreneurial success story

Stories don't need too many descriptions of psychological activities, long dialogues, complicated and delicate descriptions of scenery and characterization, and authors should not comment on the characters or events in the stories. Today, I will sort out the successful cases of Gree Dong Mingzhu's entrepreneurship, hoping to help your work and study. Welcome to read!

Gree Dong Mingzhu Business Success Case 1 Today, the successful person in the workplace is a woman known as the "Iron Lady". At present, Chairman of Gree Group, Chairman and President of Gree Electric, "Top Ten Most Influential Women Entrepreneurs in China in the World", "Top 50 Strong Women in Business, Best CEO in the World 100"-Dong Mingzhu. At the 14th CCTV China Economic Person of the Year Awards Gala held on 20 13 12, Dong Mingzhu won the China Economic Person of the Year Award on 20 13.

First, a late bloomer does not lose talent.

Dong Mingzhu 1954 was born in an ordinary family in Nanjing, Jiangsu province, and 1975 joined the work. At that time, she worked as an administrator in a chemical research institute in Nanjing. Before the age of 36, her life was unremarkable. No one would have imagined that after the age of 36, Dong Mingzhu created a professional legend with his tenacity and persistence.

1990, Dong Mingzhu resolutely resigned and went south to work. At that time, she was 36. When she arrived at Gree Company, she had to start as a grass-roots salesman. Dong Mingzhu, who didn't know what marketing was, recovered the debt of 420,000 yuan left by his predecessor within 40 days with perseverance and tenacious struggle, which made Zhu Jianghong, the general manager at that time, sit up and take notice and became a classic inspirational story in the marketing field after dinner. This is where the entrepreneurial legend of this strong woman began. With diligence and sincerity, Dong Mingzhu has been creating the sales myth of Gree Company, and his personal sales have soared to 36.5 million yuan.

Second, the highly effective female boss

1995, Dong Mingzhu became the sales manager of Gree. The subordinate looked at the female boss at that time like this: a person who never played cards according to the cards had only one "card theory": her own principle, which she thought was right.

The first problem that Dong Mingzhu faced after taking office was the backlog of 19000 air conditioners in the dead of winter. In this regard, everyone's usual practice is to sell each set at a reduced price in 300 yuan. Dong Mingzhu said: "No, the price reduction of normal products is detrimental to the image." Her unexpected approach is to distribute the backlog of air conditioners to various dealers. The salesman didn't expect the new official to take up three fires, burning himself and burning endlessly.

In the details of life, the Iron Lady also made such a rule that "you are not allowed to eat during working hours. Once found, the first penalty is 50, the second penalty is 100, and the third time you leave. " When everyone thought it was just talk, one day, Dong Mingzhu walked into the office and found eight employees eating. Only after 10 seconds, the bell rang. Dong Mingzhu was rude. Everyone took 50 yuan. Everyone was dumbfounded. Dong Mingzhu said that as long as the principle is violated, no matter how small it is, it is a big deal, and we must follow through.

One day, a big dealer with annual sales of 65.438+0.5 billion yuan came to Gree factory to ask for special treatment, and the tone was non-negotiable. Instead of paying attention to him, Dong Mingzhu lashed back: he was expelled from Gree's distribution network. Everyone is worried about this female boss. A sales manager who hasn't taken a steady position has thrown away the annual sales of 65.438+0.5 billion yuan without hesitation in one day. Dong Mingzhu's answer is simple: As long as I violate the principle, I will dismount.

The strong woman's iron fist forced the dealer to be soft. Many air-conditioning factories often connive at big sellers and let them operate across regions, making it impossible for local small dealers to compete and confuse the market. By doing so, Dong Mingzhu will be able to expand the size of small dealers, which will give them a head start.

Third, solve the problem of arrears with an iron fist.

Default in payment for goods is a common phenomenon in China's retail and wholesale industry, which makes many dealers have a headache. Dong Mingzhu, who believes in evil, solved all the problems in one year. Her practice is very simple and overbearing: all dealers who are in arrears with the payment will stop delivery and pay the money before picking up the goods.

However, this is easier said than done. She stirred up a hornet's nest. Dealers of all sizes complained to Gree boss Zhu Jianghong, and some even declared: "She didn't have me." Dong Mingzhu did not mainly, but said tit for tat: "Then I don't have him." Zhu Jianghong advised Dong Mingzhu: "Is it possible to make up the payment, deliver the goods first and then collect the money?" Dong Mingzhu smiled and said, "Good." As a result, the goods were not delivered as soon as the payment was received. Dong Mingzhu said, "Want goods? Bring money first. " Dong Mingzhu plausibly said: "Even if everyone else is like this, I am Gree." Even if 100 hits the wall, Dong Mingzhu will hit 10l. The high wall of default must fall down.

Dong Mingzhu's tough effect is that Gree has no L-points accounts receivable and L-points triangular debts in 1997 and 1998. After that, everyone believed Sister Dong. If you don't withdraw money, you won't get the product. As long as you pay in the past, you will never default on the payment. Dong Jie does things, take orally, don't worry!

Fourth, the inspirational spirit of women in the workplace.

When he was young, Dong Mingzhu only slept five hours a day. It is said that Dong Mingzhu often thinks when he is sleeping or taking a nap. When he has any ideas, Dong Mingzhu will jump up at one or two in the middle of the night, take a notebook and write it down, and even call the boss in the middle of the night. It is her spirit of struggle that led to the birth of many marketing tricks.

1995, Dong Mingzhu invented "off-season rebate", that is, according to the amount of money invested by dealers in the off-season, the corresponding benefits are returned. In this way, the relationship between money and goods has become a relationship between money and profit, which not only solves the shortage of production funds for manufacturers in the off-season, but also relieves the supply pressure in the peak season. 195 Gree's off-season payment increased by 3.4 times compared with the previous year, reaching 1 1 100 million yuan, which prepared the market for the decisive battle with Chunlan in196.

1995, greefork invented "year-end rebate" to return 70 million yuan of profits to dealers.

1996, in the off-season of air conditioning, Gree got back1500 million yuan by off-season rebate. In the off-season price war, brands have to cut prices one after another, even the retail price is lower than the wholesale price, and the wholesale price is lower than the ex-factory price, which hurts their vitality. Dong Mingzhu stipulates that Gree L can't reduce money. On August 3rd1day, Gree announced that it would subsidize 2% of the profit of 10 billion to all dealers in proportion to sales. In this way, in the most difficult period of air-conditioning industry 1996, Gree's sales increased by 17%, surpassing Chunlan for the first time.

Gree not only replenished the money saved by shrinking the marketing team to the dealers, but also returned 250 million yuan to the dealers on 1997.

Dong Mingzhu believes that only by distributing Gree to make money can long-term stability be achieved. She not only distributes the air conditioners that are in short supply evenly, but also introduces the air conditioner ID card, so that each air conditioner can be filed in the marketing department.

Generally speaking, September-March is the off-season of air conditioning, and April-August is the peak season. The off-season price is different, which is 20 thousand lower than the peak season. General manufacturers are trying their best to advance the peak season from April to March in order to get more profits.

1998, on a whim, Dong Mingzhu, with the support of Teacher Zhu, announced to extend the off-season for one month. Continue to implement the off-season price in March in April. Gree doesn't want the money he got. When other factories figured it out, many big dealers gave Gree money to buy Gree's products. Some manufacturers lamented: "Dong Mingzhu is really cruel-we have never thought about this move for so many years."

In this way, during 15, Dong Mingzhu grew from a grass-roots salesman to the general manager of Gree. Since 2005, she has been the vice chairman and president of Gree. Since Dong Mingzhu became the general manager, she and Chairman Zhu Jianghong have created a unique miracle in China business community. Under her leadership, from 1995 to 2005, Gree Electric ranked first in air-conditioning production and sales, sales revenue and market share for1year. Since 2003, sales have increased by 30% every year, and net profit has increased by more than 15%!

Five, advice to professional women:

Some media interviewed Dong Mingzhu and asked her what advice she had for professional women.

Dong Mingzhu said: Women should be able to behave themselves in the workplace. What is life? That is, I will try my best in my post. This is the goal. Many people will say that wanting to be a general manager in the future is not a goal, but a private goal, not a goal. I want to do better than others in my post, and this is the goal. Each of you has done better than others and is respected by others. Because of respect, your position will change. Realizing the value of life is not for professional purposes, only in this way can we succeed.

And how to understand success? Dong Mingzhu never considered the position of general manager as a symbol of success. The general manager is more of a responsibility and must perform more duties. For her, this is not a halo, but a burden. I hope that Dong Mingzhu's inspirational stories in the workplace can be used for reference by post-80s professionals, and I wish everyone a step-by-step promotion in their careers.

Gree Dong Mingzhu Business Success Case 2 Dong Mingzhu 1975 joined the work, 1990 joined Gree, then called Li Hai. At present, she is the vice-chairman and president of Zhuhai Gree Electric Co., Ltd., and has successively won the titles of "National May 1st Labor Medal", "National Outstanding Entrepreneurial Woman", "National March 8th Red Flag Bearer", "Top Ten Most Influential Chinese Entrepreneurs in the World" and "Top 50 Women in the Global Business World".

From the end of 1994, when he became the director of the operation department, from 1995 to1year in 2005, Gree Electric's air-conditioning production and sales volume, sales revenue and market share have been ranked first in the country. Since 2003, sales have increased by 30% every year, and net profit has increased by more than 15%! After more than ten years of rapid development, Gree Electric has made remarkable achievements: fruitful achievements have been made in innovative fields such as technology, marketing, service and management. /kloc-within 0/year, enterprises in China won four domestic top honors, namely, "Industry Symbolic Brand", "China World Famous Brand", "National Quality Award" and "Export Inspection Exemption".

Long ago, men wrote down rules and set standards, which dominated today's business environment. In order to succeed in this still male-dominated financial field, women shine with their own unique charm.

According to the Financial Times' latest ranking of the top 50 outstanding female CEOs in the world in 2009, Dong Mingzhu, president of Gree Electric, ranked ninth in the world before all female CEOs in China, which is the fifth time that Dong Mingzhu has been on the list.

When I first met Dong Mingzhu, I wore a beige trench coat with long hair over my shoulders, an eye-catching pearl necklace around my neck and light nail polish on my hands. Although there is no makeup, it looks good. After all, I am an entrepreneur who has experienced the baptism of commercial war, and my expression always shows a calm.

For this global recognition, Dong Mingzhu did not artificially express his gratitude. He simply said with a smile: "Being recognized is an encouragement to me, but these are not important."

Dong Mingzhu is an enterprising person. Obviously, she has thoroughly seen the crown of honor. She said, "People give you so many honors, in fact, you have to pay more in exchange. I am overbearing and not easily changed by others, but I am persistent in my work and stick to my own principles. "

Shopping malls are like battlefields, and no one will show mercy because the opponent is a woman. Although she is a rare woman in the business world, Dong Mingzhu, who never gives up, believes that the management mode is only right or wrong in management thinking, and there is no gender difference. The only way is to give up gender differences first. "Now is not a rickshaw, a woman without physical strength is not enough. The key is to look at the way of thinking. As long as they are willing to pay, they will be recognized if they can bear hardships. "

Looking through Dong Mingzhu's resume, he was born in 1954 and started working in the south at the age of 36. In the early 1990s, when the material life became increasingly rich, there were many people who went south with gold-seeking dreams. Dong Mingzhu's hard-working, independent and self-reliant personality and some opportunities brought by the growth of social development enterprises have contributed to Dong Mingzhu's achievements today. However, her success is no accident, because few women have devoted themselves to their careers in the past 20 years. After continuous accumulation and innovation, her gains are in direct proportion to her efforts.

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