The recent extreme heat at 40°c in europe went straight to sell air conditioners. You may not know that when europeans have a poor proportion of air conditioners in regular fashion and can't handle heat waves, the chinese air conditioning brand becomes a life-saving straw. But in this wave of buying, one brand is completely out of line – that's right, the one that once made the world fall in love with china. And beautifully, the rival who's been making a lot of money. What is more, dong myung-ju rarely made a mistake in public the previous few days, admitting that gwig had made “strategic mistakes” in overseas markets. What the hell is going on? Let's pick it up today。
Let's start with the heat in europe. This summer, european temperatures soared to more than 40°c, and even the united kingdom, which is a country of chronic rainfall, broke its record. Europeans used to think that air conditioning was “luxurious waste”, but life was more important than money. So, the air conditioner order came up like a snowflake. But the problem is that europe has very low indigenous air-conditioning capacity and relies mostly on imports. The chinese air conditioning brand became the main force. The brands of beauty, hale and ox have long been set up with european channels, and the warehouse is full of goods. In particular, in italy, spain and france alone, thousands of distribution sites have been laid. High-temperature alerts were raised, american air conditioners were looted and cut off, factories worked overtime to produce more, stock prices were hurried to rise, and financial returns were red。
Where's kogley? Oh, one word: sad. The proportion of greek offshore accounts for only about 10 per cent in the long run, compared to 40 per cent in the united states. In europe, there's almost no sense of gwig. You know, when the europeans rush into an electrical store to find air conditioning, the shelf is full of beautiful, hale, and even korean lgs. Why? Because gwig has been focusing on the country for years, it has been true that the domestic air conditioning market has been dominated for many years by the “iron wrist marketing” of dong myung joo and the binding of the channel dealers. But overseas markets, it's too buddhist. Tung myeong ju used to say that “glix technology is the best and does not require low-cost competition”, but it has been proven that technology has no access and localization, and consumers have no access to it。
Just last month, at an industry forum, dong myeong ju admitted his mistakes. She said, “greek did not do enough in overseas markets, and we made the mistake of making the mistake of thinking that the product was bought naturally, while neglecting channel construction and branding. And as soon as it's out, it's full of shit. You know, dong myung-ju is famous for being hard-mouthed and never giving up. This time, it was possible to bow in public, suggesting that gwig was actually forced into the corner overseas. Even more so, after she had said that, guly's stock price fell the same day, because the market did not buy at all — capital believed in data and did not believe in apologies。
And to compare it with the beauty. The beauty of overseas camps is already over 100 billion, almost half of the total. It not only sells air conditioners in europe, but also builds factories and conducts localized research and development. For example, the italian central air conditioner brand, clivet, was acquired, and the local high-end market was taken. This time europe is hot, american warehouses are pre-positioned, logistics systems are connected to amazon, carrefour, etc., and orders are delivered to customers within 24 hours. This efficiency is beyond the reach of gwig. Gwig sells abroad mainly through agents, with few direct-camp channels of his own and a slow response. When gwig decided to increase exports, europe's boom season was over, with a backlog of stocks。
Even more embarrassing is the decline in gwig's share of the domestic market. Back in the day, you bought air conditioners, and the first choice was gly, because the ad was "good air conditioning, glyco." but in the past two years, the beauty and value of ox has robbed markets, especially young people, with more intellectuality and value for money than with old brands. Gracie fell last year, while the united states grew in reverse. Dong myung-ju has been working hard to make live deliveries, mobile phones and chips, but none of these by-products is working in a weather situation, but they are slowing down the industry。
The details are particularly interesting: during the high temperatures in europe, chinese netizens tanned on social media the american air conditioners they bought on the streets of paris, commenting on the following: “why can't gwig buy them?” others said, "didn't dong ming joo say glac doesn't have electricity? Europeans fear that they will not be able to use it.” this contrast is precisely a reflection of glig's rigidity in globalization. Technology is more advanced, and if consumers cannot buy it, it is useless。
Now gwi is in a hurry. Dong has recently announced increased overseas investment, plans to build plants in europe and cooperation with local electric operators. But to be honest, it's too late. The american has taken the lead, and hal has a setup in russia and india, and it's gonna take at least three or five years for gwig to chase. Moreover, european markets are now not just high temperatures, but also energy crises. Electricity prices have skyrocketed and consumers are more inclined to buy energy-efficient air conditioners. Gravity has accumulated technology in this area, such as its photovoltaic air conditioning, but the cost of extension is too high for ordinary european households to use at all. The united states has introduced low-cost energy-saving models, which have become a direct charge。
In the end, the heat is like a mirror mirror, reflecting the real difference between china's air conditioning brand. Grady loses on the "too self" and always thinks i'm the best in the world, and it turns out that i'm overboarded. Dong myung-ju's mistake, though sincere, was that business competition never believed in tears. It is both a fact and a warning that, in the era of globalization, the domestic market alone will not last. It is hoped that gwig will truly learn the lesson and not let the words “let the world fall in love with china” become empty words。
And finally, our ordinary consumers are happy with it -- the more competitive brands are, the cheaper we buy air conditioning, right
