How to make a bet between Dong Mingzhu and Lei Jun from the marketing perspective?

Chen Weihong: Let's welcome Lei Jun, Chairman and CEO of Xiaomi Technology, and Dong Mingzhu, Chairman of Gree Electric. Please welcome. Give a warm applause to congratulate our two winners. Of course, we also want to invite Mr. Wang Jianlin and Mr. Ma Yun to stay a little longer. Just now, when Mr. Lei Jun and Ms. Dong Mingzhu came out, I felt that a combination of handsome guys and beautiful women suddenly appeared on the stage, which was relatively rare. So, we want to invite you two (Ma Yun and Wang Jianlin) to stay with handsome guys and beautiful women for a while. But we need to separate you and make them shine more on the stage. Come on, let's step aside. Let's applaud Ms. Dong Mingzhu and Mr. Lei Jun again. I heard that Mr. Lei Jun has been a little annoyed recently, because there are too many fans and because Xiaomi sells too much. Are you bored?

Lei Jun: Nothing.

Chen Weihong: That's all right, Ms. Dong Mingzhu. As you saw just now, during the Double Eleven period, they sold quickly at Ma Yun's place, for a few minutes, three minutes.

Lei Jun: Breaking 100 million in three minutes.

Chen Weihong: It exceeded 100 million in three minutes. Is it boring to see this picture?

Dong Mingzhu: No, why bother?

Chen Weihong: Why not bother?

Dong Mingzhu: I think it's normal, because I think in this era of big data, our e-commerce model is also a new business model, so it's normal for it to develop synchronously with physical stores in the real economy.

Chen Weihong: So in fact, you two represent two completely different development models. Guys, we ask you to stay on the stage and hope you can join the discussion. What word do you think you would prefer to use to describe Ms. Dong Mingzhu's model?

Wang Jianlin: Entity and Industry.

Chen Weihong: Please describe Mr. Lei Jun.

Ma Yun: Marketing.

Chen Weihong: His marketing is from mass to mass. We found many differences between the two, and we also presented these differences on the screen. Let's see what's the difference between Xiaomi and Gree Electric. Judging from the number of factories, Xiaomi is 0 and Gree is 9. The number of employees is 0 for Xiaomi and 70,000 for Gree. Store Xiaomi 0, Gree more than 30,000. Xiaomi's total operating income is 30 billion, and Gree 1007 billion. This is very obvious. I quite agree with the industry mentioned by Mr. Wang Jianlin just now. In fact, you can add an entity. Mr. Ma Yun, you see that Lei Jun has been earning 30 billion yuan from 0,0,0. It seems to me that he is a virtual plus virtual innovation. Disagree?

Ma Yun: How many years has Gree been established?

Dong Mingzhu: 23 years.

Ma Yun: If Xiaomi can still take this picture after 23 years, it is a skill.

Chen Weihong: Lei Jun, are you confident? After 23 years, everything in front of you will be zero, and everything behind you will always double.

Lei Jun: I think so.

Chen Weihong: Where does your confidence come from?

Lei Jun: Xiaomi's most important profit model is light assets. First, it has no factory, so it can use the best factory in the world. Second, there is no channel, no retail store, and the e-commerce direct sales model of the Internet can be adopted. In this case, there is no channel cost, no store cost and no sales cost, and the efficiency is higher. The third point is more important, because there is no factory, because there is no retail store, so we can focus on product development and communication with users. So Xiaomi has 4,000 employees, 2,500 people are communicating with users, and 1400 people are doing research and development. Therefore, it is highly focused on product development and customer service.

Chen Weihong: It suddenly occurred to me that, in fact, at today's scene, there may be a century-long dispute between you two, which is the production mode that you two represent. Who has more stamina, China enterprises or our transformation and upgrading? However, your competition is different from last year's competition. They are in the ultimate competition. In the Internet age, there is competition between tradition and virtuality. This time, your competition should be in the production process. Just now, Mr. Lei Jun couldn't wait to say how confident he was and how good his model was. Then I think Mr. Dong.

Dong Mingzhu: I want to ask Lei Jun. Of course, we are all from Zhuhai. We are friends, but today we have to pinch here.

Lei Jun: I can never beat General Manager Dong.

Dong Mingzhu: The first one asked how many people here today use millet. Two, let's get this straight.

Lei Jun: This shows that our market space is very large.

Dong Mingzhu: OK.

Lei Jun: There are still 99% people who don't use mobile phones.

Dong Mingzhu: I'm not finished. Who is the real boss in the mobile phone?

Chen Weihong: Your subtext is that Xiaomi is definitely not the boss.

Dong Mingzhu: At least not at present. This is the second question. Thirdly, I want to ask Lei Jun, if all the factories in the world are closed, do you still have sales?

Chen Weihong: Lei Jun, just now many people thought that you put all your eggs in someone else's basket.

Dong Mingzhu: He is really good at marketing, but he wants to thank so many factories and a group for serving him. So I think we should not forget others when we make achievements.

Chen Weihong: Lei Jun, I think you need to bow to General Manager Dong.

Lei Jun: I think Dong always makes mischief, because I just said that Xiaomi can find the best factory and the best supply chain system.

Dong Mingzhu: I won't make it for you.

Lei Jun: Xiaomi uses Foxconn and Inventec.

Dong Mingzhu: What if I don't make it for you?

Lei Jun: To this day, we have always emphasized the specialized division of labor. People who make factories concentrate on making products, and people who make products concentrate on making products.

Dong Mingzhu: Then I'll sell you my air conditioner.

Lei Jun: We can consider it.

Chen Weihong: Actually, you want to talk about selling products. I think Lei Jun sells products. He really has something special, which is different from General Manager Dong. You see, he doesn't advertise much, so he sends a message on QQ and WeChat, and then countless people are boiling and excited. Mr. Dong, you have to go out and shoot the advertisement in person, and then broadcast the advertisement before you can sell the air conditioner, so it seems that he is a bit cunning in this respect.

Dong Mingzhu: I am talking about the development of the times. The era of big data in IT industry should change with time. We Gree held a mobile phone as big as a trophy 23 years ago, and everyone was proud of it, but today's mobile phone has become very small, which proves that we are changing. From the founding of Gree to today, if it was not so modern at that time, we would have thought of this, which would be called walking on clouds. So we should do it in a down-to-earth manner. Today, with the arrival of big data, it is very important for Gree, a manufacturing company like us, to stick to what and develop what. So I think Lei Jun did a good job. Lei Jun got up with me as soon as he got off the stage. He said that I believe I will surpass you in five years, so I didn't respond to him. Now I say it's impossible on stage.

Chen Weihong: Then make a bet with him.

Dong Mingzhu: What is the reason for the impossibility? Although you sell it online, the group you consume, you say I give them price competition, while Gree Electric relies on technology rather than price. At the same time, I have excellent service, because I have tens of thousands of specialty stores. If I cooperate with Ma Yun, isn't the world Gree's? How could it be yours? Because you have nothing to support him, no good factory to create better products and provide good services, and my products don't need after-sales service. Who won't buy me?

20:59:58

Chen Weihong: Mr Ma Yun, you can't be an outsider. You have been unconsciously involved in their century-long struggle.

Lei Jun: Be careful of General Manager Dong's rebellion.

Chen Weihong: Actually, we really care about your models. Later, we will ask you to make a judgment. But before judging, you two have a chance to sum up your statements. Let's talk about why you are good first. For enterprises in China, you will be a development model with full stamina. We have a certain time limit Who will come first this time?

Director's name: I'm not within your limits.

Chen Weihong: You mean I will go home first, and then you can speak first.

Dong Mingzhu: These two bosses are admired by everyone. They gambled on the stage last year, but they didn't lose. Among them, 50% and 50%. Gree adds these two 50% together. Did you say you lost or didn't lose?

Chen Weihong: It's all yours. He also takes 50% of traditional retail channels and 50% of e-commerce.

Dong Mingzhu: Yes, they are all mine.

Chen Weihong: Lei Jun, did you hear that? The future market is all owned by Ms. Dong Mingzhu, who has always adhered to the industry.

Lei Jun: Are you finished, Mr. Dong?

Dong Mingzhu: I'll talk about it when you're finished.

Lei Jun: Actually, ladies are preferred. You'd better talk about Sister Dong first.

Dong Mingzhu: I'm the eldest sister. I feel really boasting that he is the majority, and he really has spirit. However, I think the development of any enterprise should take into account that it is not a simple personal development, or what I am pursuing is a profit of three to five years, or a change in data. However, I think that in the process of development, an enterprise should really consider that it is now booming and growing rapidly, with 100 billion last year and 30 billion this year. This growth rate is really shocking. But I think, under the lush foliage, where is the root, and whether the green leaves can last for three years, I think it still causes thinking.

Chen Weihong: Manager Dong, your words will make many rice noodles very sad. He is the "reed" in their hearts. If you tell him that now, he can only keep nodding, and they will be very sad. So you can talk to him a little gently.

Lei Jun: So I think I have a lot of pressure from Teacher Dong's PK.

Chen Weihong: You are afraid of your rice noodles.

Dong Mingzhu: I don't think you are afraid of me, because there was a smile curve when I looked at it from the bottom just now. We talked about grasping technology, grasping marketing, grasping both ends, and not engaging in bottom-level manufacturing. But can I turn a smile into laughter?

Chen Weihong: If it's laughter, that's our model.

Dong Mingzhu: From creation to marketing to manufacturing, wouldn't it be better if it became a joke?

Chen Weihong: We asked two people at the scene to make a choice. Actually, I think what they said is reasonable, and the old woman is right. If you two had to choose to support a certain model, who would you support? At this time, they are both very nervous. Staring at the choice you are about to make.

Lei Jun: Why don't I talk for half a minute? Just now, I was robbed of all my time by General Manager Dong, so General Manager Dong is definitely better at marketing than me. To sum up briefly, I think Gree is an enterprise that I respect very much, and Dong Mingzhu is also an entrepreneur that I respect very much. She has done very well in the fields of traditional manufacturing and traditional consumer electronics. But in today's Internet age, the era of remanufacturing consumer electronics with Internet genes has begun, and Xiaomi is a typical representative in this direction. So what are its advantages? First, it is closest to the user group and pays great attention to user experience and word of mouth. Why don't we advertise? The most important thing is to test the quality and reputation of our products in this case. I think second, because it is a light model, it grows fast. Third, it is not because it is a light mode. In fact, we have a service team of 2,500 people and a 7×24-hour call service of 1300 people. We have made great efforts in this service. Finally, I want to sum up that whether Xiaomi mode can beat Gree mode depends on the next five years. Please witness the whole country. Within five years, if our turnover beats Gree, Mr. Dong Dong Mingzhu will lose me a dollar.

Dong Mingzhu: I'm telling you, don't talk about a dollar here. First of all, I tell you it's impossible. Second, not 100 million. I bet you10 billion. Why? Because we have a foundation of 23 years, we have the ability of scientific and technological innovation and research and development, and we have retained the traditional model of the past. Invite Mr. Ma in, the world belongs to Gree, and you are only half. No Manager Ma, what do you say?

Chen Weihong: Now we understand. ...

Lei Jun: Just now, Mr. Dong challenged me to RMB 654.38+0 billion. Do you think you can bet? Ok, we ask Ma Yun to guarantee it. Please use Alipay as a guarantee.

Chen Weihong: Ma Yun said that I was shot while lying down today, so I was dragged in when I was fine.

Dong Mingzhu: I think there are many differences between mobile phones and our home appliances. For example, I took my mobile phone in my hand and it broke down after half a year. That's your problem. If you hold it in your hand, you may throw it or drop it, so you are responsible, but the manufacturer is irresponsible.

Lei Jun: Mr. Dong, remind me, is TV a household appliance? We make Xiaomi TV.

Dong Mingzhu: Similarly, Xiaomi TV is broken. You use it to repair, and I'll earn your maintenance fee. Gree is a six-year free service. Dare you do it for six years?

Lei Jun: If I make Xiaomi air conditioner, I promise seven years of free service.

Dong Mingzhu: You, if Xiaomi only focuses on marketing like you, no one will buy your air conditioner.

Lei Jun: No, we use the best factory and the best management in the world.

Dong Mingzhu: The best factories are owned by others, not you. We are made in China and created in China.

Lei Jun: We were created in China and you were made in China. So 65.438+0 billion RMB, we won.

Chen Weihong: If I don't stand in the middle this time, they will fight. 65.438 billion yuan in gambling funds, compared with last year.

Lei Jun: The key is that Alipay cannot guarantee.

Chen Weihong: Don't push him to the wall.

Dong Mingzhu: Don't say that Mr. Ma can't guarantee it. I believe both bosses can guarantee that.

Chen Weihong: Two bosses, it's your turn to speak now. They said to themselves that it was finally our turn to speak. Chen Weihong left us here to watch a gambling game? No, actually, we really want to know, in your mind, who do you think is more backward in their model? They're amazing. A person with a marketing background finally firmly embarked on the road of technological innovation, and the more developed the technology, the more magical it is. Now their air conditioners have air conditioners that don't charge electricity. This handsome guy with technical background wholeheartedly embarked on the road of marketing, thinking that marketing is competitiveness and productivity. Personally, I don't think I am standing here. You two are going in very different directions.

Lei Jun: There is a huge misunderstanding today. Xiaomi has no marketing team. We believe that the best team is the best marketing. We suggest not to spend our mind on marketing. Second, we suggest that the best service is the best marketing, and don't focus on the so-called marketing.

Chen Weihong: So far, perhaps your two modes have been explained more clearly.

Dong Mingzhu: I think Ray is always getting closer and closer to me.

Chen Weihong: You said I was redundant. Step back.

Lei Jun: So technological innovation is still the most important.