The United States does not buy and refused to relent GREE Gome and Suning sign

Work in channel on more than ten years, and finally become the voice channel breakthrough Gome "emboldened". Dong Mingzhu said, "I want to set a reasonable price. I use this price to sell with you, you do not sell I can go to other places to sell."

Two years later, in the face of CCTV camera behind millions of viewers, President of Zhuhai GREE Electric Appliance Co. Ltd (hereinafter referred to as GREE) for Dong Mingzhu, and the United States "hostility" thing, "said still made the right choice".

In March 16th, the "Financial Times" learned, the powerful business women, now still refuses to Gome and Suning two channel gangster sign. In general, the chamber of Commerce in the beginning of 1-2 month, and the retailer signed a supply contract, as late as mid March has not yet finalized, unusual.

Eternal contradiction

Not long ago, the United States and the Soviet Union, Ningdu announced the purchase of billions of dollars of annual air conditioning procurement plan. Gome said that the first single will come up with 5 billion yuan in cash to sign the mainstream brands of air conditioning, purchasing volume reached more than 40% of the overall market share in 2006. It is reported that in Gome's ordering meeting, a large number of manufacturers to sell all the leaders.

More home appliance manufacturers, the United States, Suning, the attitude of these chain stores, and GREE vary widely. Their mood is complicated, on the one hand, the United States to try their best to the marketing system, and as a selling point to promote everywhere, on the one hand, the channel chiefs of overbearing resentment.

Industrial and commercial contradictions is an eternal topic." He Jun, President of business consulting firm on the financial times, said the United States and the United States are constantly absorbing capacity, the growing power of discourse, whether it means that in the industrial and commercial contradictions, the manufacturers are always vulnerable groups?

From the beginning of 2005, the second tier of the new air conditioning, but also to Gome and Suning chain stores to sit down and talk about. Prior to this, the brand must follow the rules of the United States and the United States, there is no room for negotiation.

The outcome of the negotiations is that between the new air-conditioning and hypermarkets, the implementation of a system of assessment. Shinco air conditioning assistant general manager Xu Yiqiang told the "Financial Times", the so-called appraisal, is considering manufacturers both on an annual Shinco air conditioner store sales performance, taking into account the total plate change stores, accounting Shinco air conditioning in the store and put the cost of single store sales ratio, this ratio in a certain range agreed in and recorded in the contract.

Manufacturing enterprises in the home appliance chain store investment costs, including entry fees, election fees, terminal promotions, festival fees, etc.. Previously, these costs are often manufacturing enterprises get lost. Now, many enterprises in the chain stores with this "assessment" agreement, store input and single store sales percentage generally agreed in 5% to 10%, there are companies willing to pay 15%. loose hegemony

"Now they will not agree to the factory price, before the confirmation will be sent a letter through the enterprise." Xu said. In 2004, Chengdu Gome is because GREE without permission of its products caused a substantial reduction in the price, the two sides against each other, until now two years of diplomatic relations.

Although the chain stores are making efforts, shows and manufacturers more friendly and cooperative attitude, but before the "wounded" of the manufacturers, and can not change their views on love hate shopping. In fact, even if 5% of the cost of investment in the store, the gross margin of 10 percent, the net interest rate of only one percent of manufacturing enterprises, but also a lot of money to invest in two.

And more problems still exist. A black factory told the "Financial Times", their business a year for various expenses a store can reach three hundred thousand yuan, Gome, Suning and other store opening, only into the store charges can receive two three million yuan. Another manufacturer said that the risk of large home appliance chain enterprises is almost zero, almost all the risks through various terms of the contract has been transferred to the head of the manufacturers. And even if the terms of the contract do not specify the content, they can continue to force suppliers to accept. "They are the real God in these chain stores."

GREE, an insider said: the conflict between the United States and GREE is not just the price of the problem, but the corporate culture, or corporate personality problems. He believes that countries do not have competition policy constraints, as well as chain stores and manufacturers of different enterprises, even supermarkets have loose hegemony performance, fundamental things have not changed, still not cooperate with GREE. In fact, GREE and the United States in two years of diplomatic relations, the two leaders Dong Mingzhu and Wong Kwong Yu did not even met, but did not make any communication.

If the United States and the United States Suning stores these large areas of cooperation, many enterprises may die faster." GREE Dong Mingzhu said.

This era is the era of customers, who grasp the customer, who is in the high-end value chain." Li Su evaluation. For Gome, Suning and other stores in the current way of survival, Li Su believes that in the law, which is a transitional phenomenon, can not determine the final results."

Contention channel

Gome chairman Wong Kwong Yu with very surprised to evaluate the views of the self built channels GREE. Since the two sides against each other, GREE refused to enter the United States market, GREE seems to only accept GREE's rules of the game, both sides have