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Behind Gree Oaks' "Rekindled War": Anxiety and Melee in the Air Conditioning Industry

via:CnBeta     time:2019/9/3 8:00:53     readed:109

Liu Buchen, an analyst in the home appliance industry, told the Associated Press that the dispute between the two sides reflected the wholeair conditioningThe anxiety mentality of the industry. From the perspective of the entire industry, the virtual standard energy efficiency is a dysentery in the industry, and it has been repeatedly banned. Since virtual standard energy efficiency can bring benefits, many companies are willing to take risks, and this requires more stringent supervision by market regulators.

Renewed war, offensive and defensive

After Oaks took the initiative to ignite the war, the two sides carried out a new round of "salvation war."

In response to the cold and open letter, on the evening of August 30, Li Mingjing, deputy director of the legal affairs department of Gree Electric Appliances, issued a statement on Gree Electric microblog, saying that for unqualified products, anyone and any enterprise have the right to supervise and report at any time. After verification, it was confirmed that the event was recalled when the Gree brand air conditioner was exported to Saudi Arabia. The 7 air conditioners of the Oaks brand were recalled due to energy efficiency problems and safety issues. The Oaks brand air conditioner was therefore listed on the “blacklist” by the Saudi government.

Soon after, Lengbu once again replied through Weibo that Gree sold in Saudi Arabia in the form of GREE and OEM (OEM) Japanese brand SHARP (Sharp) and HomeQueen brand. In January 2019, two models of the two brands were recalled in Saudi Arabia due to energy efficiency issues, and said that Gree air-conditioners sold overseas more than domestically.

In this regard, Gree Electric told the Financial Association reporter that "the war of words is meaningless, waiting for the contents announced by Oaks on Monday."

“The OEM brand and the private label are still different, because the brand can also participate in the quality control. The current results are not clear, but even if the OEM product has problems, it does not mean that the brand itself must have problems.” Home Appliance Industry Observer, the founder of Nail Technology, told the Associated Press reporter.

In an interview with the Associated Press, Liu Buchen said that the Oaks counterattack lacked the involvement of third-party agencies, and joining the neutral institutions would be more convincing. "There is no judgment on the authoritative result at present. From the perspective of the disclosure of both parties, it only mentions the content that is beneficial to one side. The specific situation still needs to be intervened by the authoritative department."

However, in the view of Hongshibin, an observer in the home appliance industry, Oaks is passively fighting and can only take the initiative to attack. Consumers are not easy to distinguish between OEM and brand, so Oaks’s allegations will also hurt Gree’s brand.

The grudge has been long, the result is unpredictable

Gree and Oaks’s dispute this year began with a report letter from Gree in June. On the afternoon of June 10, Gree Electric's official Weibo issued a report letter about the production and sales of unqualified air-conditioners. The former reported to the State Administration of Markets and Real Estate that Oaks produced and sold unqualified air-conditioning products.

The report showed that many consumers had previously sent feedback to Gree Electric Appliances that the price of Oaks air conditioners was cheap but the power consumption was large. After the Gree Electric Laboratory test, the difference between the eight models of air conditioners produced by Oaks and their propaganda and nominal energy efficiency values ​​was compared. Big. Gree Electric said that its third-party testing agency's test conclusions are consistent with it.

At the same time, the report also said that according to the statistics of the TOP20 model list of China's air-conditioning e-commerce market announced by Aowei.com, among the above eight models of air-conditioning products, two of them are online retail sales in 2018. It was 1.671 billion yuan and the sales volume was nearly one million units.

On the evening of the same day, Oaks issued a statement saying that Gree’s report was unreasonable and unreasonable, and it was unfair competition. For Gree Electric's report, the company has reported the case to the public security organ and filed a lawsuit with the judicial authorities.

Then he staged a scene of "seeking a hammer." Gree Electric issued a statement saying that sufficient evidence has been prepared for the regulatory authorities to review and announce to the public as appropriate, and to issue relevant inspection reports for Oaks air-conditioning products.

Then, the official microblog of Oaks released the words of its chairman Zheng Jianjiang: "Welcome supervision and jointly build a reputation for national brand quality."

The "salvation war" that you have come to me has triggered the attention of the regulatory authorities. On June 10, the State Administration of Market Supervision issued a document stating that the Zhejiang Provincial Market Supervision Administration had informed the Zhejiang Provincial Market Supervision Administration of the investigation and verification of the relevant situation as soon as possible, and will dispose of it according to the law according to the results of the investigation and verification, and promptly report to the society. public.

But as of now, the relevant departments have not released the results of the survey. The new round of "mutual enthusiasm" between Gree and Oaks left more suspense to the public.

Ding Shaoer believes that from the previous disputes between the two sides, Oaks has been passive, although the official results did not come out, but Gree's report has a certain negative impact on it. This time, Oaks took the initiative to attack, regardless of the outcome, from the public communication will also have a certain impact on Gree.

"Anxiety" in the air conditioning industry

Behind the "mutual tearing" of Gree and Oaks, the entire air-conditioning industry is facing bottlenecks in development.

Aowei cloud network data shows that in the first half of 2019, China's household air conditioner market was weak. Specifically, the retail sales of the air-conditioning market in the first half of the year was 113.7 billion yuan, down 1.4% year-on-year; the retail volume was 33.7 million units, a slight increase of 1.5% year-on-year.

From the performance point of view, in the first half of this year, Gree Electric,beautifulThe Group's air-conditioning business revenue growth was small, Haier Zhijia's air-conditioning business revenue was down year-on-year, with a decline of 6.55%.

Gree, which has been dominated by air-conditioning and dominates the industry, is also diversifying. The proportion of air-conditioning business has decreased, and the performance of life appliances has continued to rise. According to the company's financial report data, the air-conditioning business achieved revenue of 79.324 billion yuan in the first half of 2019, a year-on-year increase of 4.62%; life electrical appliance revenue was 2.56 billion yuan, an increase of 63.60%; smart equipment revenue was 415 million yuan, an increase of 16.70 %.

Known as "the air conditioning communityMillet"Ox, although there is no specific performance data disclosure, but the development momentum is relatively rapid, with "cost-effective" won the favor of many consumers, many times boardedJingdongThe list of online sales platforms.

Some insiders believe that legitimate industry competition is conducive to the survival of the fittest between enterprises and improve the quality of the entire air-conditioning industry.

Hong Shibin told the Financial Union reporter that this year's air-conditioning industry, and even the entire home appliance industry, is facing the dilemma of slowing growth, and competition from enterprises affected by the big environment is intensifying.

However, he pointed out that the United States and Gree also had a very strong confrontation in intellectual property rights, and the competition of this first-line brand did not have too much impact on the industry, so it was between the first-line brand and the second-line brand like Gree and Oaks. The "spoken war" may not be possible in the end.

Reporter Lu Jiale

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