董明珠执掌格力功大于过还是过大于功?

宏观环境影响、被同行超越、业绩增速放缓等诸多不利因素的压力刺激下,格力电器的焦虑已经无法掩盖,甚至不惜公开得罪所有同行。

董明珠执掌格力功大于过还是过大于功?

双十一大战落下帷幕还未出“满月”,格力电器二下“请帖”,准备再次“宴请”消费者。

11月9日,双十一前夜,格力电器打着让利30亿、打击低质产品的旗号率先在业内发动价格战。面对此前不动声色的格力电器,业内各家品牌虽然多少有些措手不及,但还是第一时间做出反应。

随后美的、海尔、海信、长虹,纷纷出手反制,先后贴出公告,各家公告的内容大意基本相似,都暗指格力销售库存机、低能效机,希望消费者看清产品。

面对行业内各大品牌的集体反制,显然格力并没有放在心上,丝毫不担心事态扩大,在时隔半月以后又继续推行了第二次“价格战”。

再打价格战?

11月26日,格力发布公告称,不仅将延续双十一“30亿大让利”活动,同时把让利活动的金额升级至百亿,其表示由于双十一当天的30亿让利活动时间短暂,许多消费者未能享受到此次降价优惠,因此为满足消费者诉求,将再次延续让利活动,同时通过此次优惠活动进一步打击低质伪劣产品。

公告显示,本次让利活动于11月27日开始,无截止日期。这次的“让利”活动被业界看成是双十一“价格战”的延续,此前降幅最高达40%,但相比上一次,此次“价格战”时间跨度更长、所涉金额更大、付出的筹码也更贵。

对于此前30亿的补贴,格力方面表示:毛利率与利润都在可控范围之内。

如果把格力前一次发动的价格战比做突袭,那么这次格力明显是要来一次进行到底的持久战。

到底是“价格战”还是“真让利”,不同的角度有不同的解读。假如低于成本销售可能构成不正当竞争,如果这个降价力度并未下探至成本线以下似乎格力此前的定价又有虚标价格之嫌。

前一种情况得罪友商,后一种情况得罪消费者。

董明珠执掌格力功大于过还是过大于功?

看似强悍实为焦虑

2019年的格力电器显得异常活跃,在业内不止一次挑起“事端”,第一次是与奥克斯的公开对决,直接署名举报奥克斯销售不合规产品。

格力与奥克斯之间的是非恩怨只是一种点对点的互相伤害,但是随后两次发动价格战,如同端着机枪不分目标的疯狂扫射,此时的格力电器似乎已经将自己推向了空调行业的对立面。

根据奥维云网数据显示,2019年一季度,美的空调线下零售占比为33.31%,排名居首,超过格力空调三个百分点,格力此时退居第二。

中怡康2019年空调市场报告显示,第一季度在零售额方面美的排名第一,格力第三;同时零售量指标格力亦不敌奥克斯。

另外,格力一季度财报显示,营收同比增长2.49%,净利同比增长1.62%,财务成绩大踏步后退。

格力半年度财报数据下滑更明显,利润指标的增长已回落至个位数。上半年格力电器实现营业收入983.41亿元,同比增长6.89%;利润总额164.13亿元,同比增长7.25%;净利润137.50亿元,同比增长7.37%;扣非后净利润133.93亿元,同比增6.03%,每股收益2.29元。

纵向对比2017、2018年,格力电器的净利润增幅分别为44.86%、16.97%。

线上市场一直是格力的软肋。奥维家电罗盘小程序数据显示,格力电器的线上市场份额处于下降态势。截至7月14日,美的空调线上市场份额提升6.82%至29.42%;奥克斯线上市场份额微增0.31%至26.97%;格力线上市场份额下降3.18%至18.73%。

格力开始真切的感受到线上缺失所带来的压力。11月5日格力电子商务公司注册成立,可对于新成立的格力电商公司该如何解决流量问题?

通过“30亿让利”和“百亿让利”,或许能成为新电商公司的引流利器,那么这前后两次悍然发动的价格战,不仅可以抢下一些市场份额,更能够为新开张的电商公司积攒点人气,可算是一箭双雕。

宏观环境影响、被同行超越、业绩增速放缓等诸多不利因素的压力刺激下,格力电器的焦虑已经无法掩盖,甚至不惜公开得罪所有同行,疯狂的机枪扫射能否守住多年以来格力在空调行业惟我独尊的局面?

对于2019年的格力来说生意越来越难做,赚钱也越来越难。

董明珠执掌格力功大于过还是过大于功?

高调跨界低调收场

“不熟悉的领域,你不能掌控它,你进去不是盲目的吗?”

自董明珠2012年全面掌舵格力电器以来,业绩的确发生了翻天覆地的变化。就在格力电器登顶空调业老大之日,也是格力电器灵光发散之时,开启了多元化的转型之路。

转型不是转行,隔行如隔山的警世名言,在董明珠看来不值一提。因为她说过:“无论做什么事,只要你认为是对的,你就坚持下去,无论别人怎么看。”

这句话的意思就是:我不要你觉得,我要我觉得。

后来的格力电器正式开始了造手机、造车、造芯片的跨界之旅,虽然此前她自己曾对跨入陌生行业持反对态度,但一笔笔实打实的巨额投资仿佛让外界相信了她已经做好了跨界转型的准备。

豪气干云的入场,换来的是事倍功半的结局。

不利的结果到底还是验证了她那句“盲目跨界论”是正确的,难道她是在用实际行动向外界证明她的这句话?这个成本未免有点高。

虽然董明珠在跨界方面屡屡受挫,但是她说过的那些“名言警句”,却都在相互反复验证。因为她还说过:“我从来没有失误过,我永远是对的”。

的确,董明珠所做的事都被她说过的话一一应验了。

人生得意须尽欢,董明珠当然也无法免俗,尽管都不尽如人意。

董明珠执掌格力功大于过还是过大于功?

格力成就董明珠还是董明珠成就格力?

从2012年到2017年格力电器5年的营收总和是过去21年的1.9倍,利润接近4倍,平均净利润率达15%,这是格力电器的高光时刻,同时也是董明珠的高光时刻,此时作为格力电器带头大姐的董明珠无疑是整个企业的英雄。

但英雄从来不是独立存在也不是浑然天成的,在定义英雄的时候一定要结合时代背景。

格力电器的历史上有两个重要人物,一个是董明珠,一个是董明珠的前任朱江洪。

到底谁对格力的贡献大,这可能无法用任何一个公式去计算出精准的结果,2012年到2017年是格力的巅峰时期,在这之前从2008年到2012年,宏观层面发生的几件大事,却能为人们提供一个可以正确思考的方向。

2008年9月国家提出了扩大内需、稳经济增长的十大举措,预计在2010年底释放4万亿投资资金,被称“一揽子投资计划”。

在实施“一揽子”计划以后,2009年的前九个月全社会投资增长33.4%,同比2008年6.4个百分点。各个领域都出现较大较快增长。

与家电相关的房地产行业,也正式进入黄金发展期,在相关产业政策的刺激下家电行业迎来重大利好。

同时中观层面,2008至2012年陆续实施了家电下乡、以旧换新、节能产品补贴等一系列利行业政策,家电行业四年内实现销售额7071亿元。

一方面是相关产业政策(房地产)的刺激和带动另一方面是本行业利好政策的实施,让家电行业在随后的的几年中市场销量暴增。当然这其中也包括格力电器。

不管是朱江洪还是董明珠,都是格力的功臣,他们都是站在了巨人的肩膀上成就了格力成就了自己,这个巨人就是“时代”。

不掩己功,不避己过。董明珠终归是要卸任,其任期内有功、有苦、也有过。

(图片来源:苏宁易购)

本文原创于蓝科技,本站原创文章所有权归蓝科技所有,转载务必注明作者和出处,侵权必究。

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董明珠执掌格力功大于过还是过大于功?

双十一大战落下帷幕还未出“满月”,格力电器二下“请帖”,准备再次“宴请”消费者。

11月9日,双十一前夜,格力电器打着让利30亿、打击低质产品的旗号率先在业内发动价格战。面对此前不动声色的格力电器,业内各家品牌虽然多少有些措手不及,但还是第一时间做出反应。

随后美的、海尔、海信、长虹,纷纷出手反制,先后贴出公告,各家公告的内容大意基本相似,都暗指格力销售库存机、低能效机,希望消费者看清产品。

面对行业内各大品牌的集体反制,显然格力并没有放在心上,丝毫不担心事态扩大,在时隔半月以后又继续推行了第二次“价格战”。

再打价格战?

11月26日,格力发布公告称,不仅将延续双十一“30亿大让利”活动,同时把让利活动的金额升级至百亿,其表示由于双十一当天的30亿让利活动时间短暂,许多消费者未能享受到此次降价优惠,因此为满足消费者诉求,将再次延续让利活动,同时通过此次优惠活动进一步打击低质伪劣产品。

公告显示,本次让利活动于11月27日开始,无截止日期。这次的“让利”活动被业界看成是双十一“价格战”的延续,此前降幅最高达40%,但相比上一次,此次“价格战”时间跨度更长、所涉金额更大、付出的筹码也更贵。

对于此前30亿的补贴,格力方面表示:毛利率与利润都在可控范围之内。

如果把格力前一次发动的价格战比做突袭,那么这次格力明显是要来一次进行到底的持久战。

到底是“价格战”还是“真让利”,不同的角度有不同的解读。假如低于成本销售可能构成不正当竞争,如果这个降价力度并未下探至成本线以下似乎格力此前的定价又有虚标价格之嫌。

前一种情况得罪友商,后一种情况得罪消费者。

董明珠执掌格力功大于过还是过大于功?

看似强悍实为焦虑

2019年的格力电器显得异常活跃,在业内不止一次挑起“事端”,第一次是与奥克斯的公开对决,直接署名举报奥克斯销售不合规产品。

格力与奥克斯之间的是非恩怨只是一种点对点的互相伤害,但是随后两次发动价格战,如同端着机枪不分目标的疯狂扫射,此时的格力电器似乎已经将自己推向了空调行业的对立面。

根据奥维云网数据显示,2019年一季度,美的空调线下零售占比为33.31%,排名居首,超过格力空调三个百分点,格力此时退居第二。

中怡康2019年空调市场报告显示,第一季度在零售额方面美的排名第一,格力第三;同时零售量指标格力亦不敌奥克斯。

另外,格力一季度财报显示,营收同比增长2.49%,净利同比增长1.62%,财务成绩大踏步后退。

格力半年度财报数据下滑更明显,利润指标的增长已回落至个位数。上半年格力电器实现营业收入983.41亿元,同比增长6.89%;利润总额164.13亿元,同比增长7.25%;净利润137.50亿元,同比增长7.37%;扣非后净利润133.93亿元,同比增6.03%,每股收益2.29元。

纵向对比2017、2018年,格力电器的净利润增幅分别为44.86%、16.97%。

线上市场一直是格力的软肋。奥维家电罗盘小程序数据显示,格力电器的线上市场份额处于下降态势。截至7月14日,美的空调线上市场份额提升6.82%至29.42%;奥克斯线上市场份额微增0.31%至26.97%;格力线上市场份额下降3.18%至18.73%。

格力开始真切的感受到线上缺失所带来的压力。11月5日格力电子商务公司注册成立,可对于新成立的格力电商公司该如何解决流量问题?

通过“30亿让利”和“百亿让利”,或许能成为新电商公司的引流利器,那么这前后两次悍然发动的价格战,不仅可以抢下一些市场份额,更能够为新开张的电商公司积攒点人气,可算是一箭双雕。

宏观环境影响、被同行超越、业绩增速放缓等诸多不利因素的压力刺激下,格力电器的焦虑已经无法掩盖,甚至不惜公开得罪所有同行,疯狂的机枪扫射能否守住多年以来格力在空调行业惟我独尊的局面?

对于2019年的格力来说生意越来越难做,赚钱也越来越难。

董明珠执掌格力功大于过还是过大于功?

高调跨界低调收场

“不熟悉的领域,你不能掌控它,你进去不是盲目的吗?”

自董明珠2012年全面掌舵格力电器以来,业绩的确发生了翻天覆地的变化。就在格力电器登顶空调业老大之日,也是格力电器灵光发散之时,开启了多元化的转型之路。

转型不是转行,隔行如隔山的警世名言,在董明珠看来不值一提。因为她说过:“无论做什么事,只要你认为是对的,你就坚持下去,无论别人怎么看。”

这句话的意思就是:我不要你觉得,我要我觉得。

后来的格力电器正式开始了造手机、造车、造芯片的跨界之旅,虽然此前她自己曾对跨入陌生行业持反对态度,但一笔笔实打实的巨额投资仿佛让外界相信了她已经做好了跨界转型的准备。

豪气干云的入场,换来的是事倍功半的结局。

不利的结果到底还是验证了她那句“盲目跨界论”是正确的,难道她是在用实际行动向外界证明她的这句话?这个成本未免有点高。

虽然董明珠在跨界方面屡屡受挫,但是她说过的那些“名言警句”,却都在相互反复验证。因为她还说过:“我从来没有失误过,我永远是对的”。

的确,董明珠所做的事都被她说过的话一一应验了。

人生得意须尽欢,董明珠当然也无法免俗,尽管都不尽如人意。

董明珠执掌格力功大于过还是过大于功?

格力成就董明珠还是董明珠成就格力?

从2012年到2017年格力电器5年的营收总和是过去21年的1.9倍,利润接近4倍,平均净利润率达15%,这是格力电器的高光时刻,同时也是董明珠的高光时刻,此时作为格力电器带头大姐的董明珠无疑是整个企业的英雄。

但英雄从来不是独立存在也不是浑然天成的,在定义英雄的时候一定要结合时代背景。

格力电器的历史上有两个重要人物,一个是董明珠,一个是董明珠的前任朱江洪。

到底谁对格力的贡献大,这可能无法用任何一个公式去计算出精准的结果,2012年到2017年是格力的巅峰时期,在这之前从2008年到2012年,宏观层面发生的几件大事,却能为人们提供一个可以正确思考的方向。

2008年9月国家提出了扩大内需、稳经济增长的十大举措,预计在2010年底释放4万亿投资资金,被称“一揽子投资计划”。

在实施“一揽子”计划以后,2009年的前九个月全社会投资增长33.4%,同比2008年6.4个百分点。各个领域都出现较大较快增长。

与家电相关的房地产行业,也正式进入黄金发展期,在相关产业政策的刺激下家电行业迎来重大利好。

同时中观层面,2008至2012年陆续实施了家电下乡、以旧换新、节能产品补贴等一系列利行业政策,家电行业四年内实现销售额7071亿元。

一方面是相关产业政策(房地产)的刺激和带动另一方面是本行业利好政策的实施,让家电行业在随后的的几年中市场销量暴增。当然这其中也包括格力电器。

不管是朱江洪还是董明珠,都是格力的功臣,他们都是站在了巨人的肩膀上成就了格力成就了自己,这个巨人就是“时代”。

不掩己功,不避己过。董明珠终归是要卸任,其任期内有功、有苦、也有过。

(图片来源:苏宁易购)

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