Dong Mingzhu And Gree Case Study

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One concept of Dong Mingzhu and Gree is technology. Although she started her career in Gree at sales and marketing department, she cared more about technology. “The best product is which one needs less after-sales service”, said by Dong, Gree set the principle that the investment of technology research should be above three percent of sales income under her leadership, the amount in 2014 was over 5 billions RMB. It is the constant exploration of technology that Gree has developed from a small factory without ability of self-development to the dominance of air-condition industry, so far they got over 14,000 patents. For instance, Gree TOSOT rice heater, the product which sold in last year, spent development team 4 years researching and trying, …show more content…

“Good air conditioner made by Gree”, “Gree control core technology”, “Gree makes the world fall in love with Made in China”, these slogans of Gree already has been using for over 10 years. In the early years, Dong went to the Middle East for market survey, one local dealer of Gree told her that they could mark their products with “made in Thailand” rather than “made in China” if they want to get better sales (CCTV, 2016). Dong attributed it to the lack of autonomous technology, since that time most of Chinese companies just follow others’ given standards and produce for their clients, this may be the start of Dong’s enthusiasm in technological development. Recently, Gree has set up 7 research institutes owning over 8000 scientists but no one of them come from out of China. Gree got people in once they graduated, then provided enough stages and money to develop them and meet their ideas (iAsk Media, 2016). It is no doubt that Dong keeping insisting on technology helped the world’s reviewing of that label “made in …show more content…

She argued that Gree needs innovation and diversification to move to a higher level. Dong Mingzhu mentioned that a firm should not only focus on getting itself used to the times and reaching market demand, but also creating and seeking customers’ need that are unknown by consumer themselves (CE China Daily, 2017). As we know, at the beginning Gree only had the air condition products, for now they have variety of small appliances, smart appliances, and their products also cover smart phones even they want to try new energy vehicles. However, the board of Gree rejected integration plan of Yinlong which is an important step of Dong Mingzhu to go to new energy vehicles market, she purchased stock right of Yin Long with one billion RMB as individual to hold on her mind of innovation and diversification. “Chinese companies should focus on innovation which is driving role of Chinese economy because only innovation can create real value”, said by Dong Mingzhu in an interview, “many companies just copy other’s ideas, but I think the pioneers should have social responsibility at the mission to innovate products (New China TV,

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