Chinanews client, Beijing, September 9th (Zuo Yukun) What is your most concern about air conditioners?
Cooling?
Power saving?
Environmental protection?
However, the hottest air-conditioning circles are not the above.
The focus of everyone’s attention now is whether there is wind in the air-conditioning that blows.
36 word copy with 6 "wind", Gree's new advertisement is very "wind"
Recently, friends who love to watch TV may notice Gree’s “magic” new screen ads.
Screenshot of Gree advertisement.
The 15-second advertisement is concise and concise, and the special effects of the white large-character copy are simple and rude, mainly highlighting the copywriting of "air conditioning must have wind, no wind is not air conditioning. Gree adheres to the wind of self-reliance, the wind of integrity, and the use of technology to create Chinese style".
And take this opportunity to update the previous slogan of "Good air conditioning, made by Gree" to "Chinese style, made by Gree".
Screenshot of Gree advertisement.
The commercial is not long, but the frequency of "wind" can be said to be quite high. It is not difficult to see Gree's emphasis on the view that "air conditioners must have wind".
The WeChat public account "Dong Mingzhu from the media" also published an article on August 10, explaining that "from the birth of the air conditioner, the temperature is adjusted by the convection of the wind", so "the air conditioner must have wind, no wind. Not air-conditioned".
However, the audience at the front foot had not finished complaining about Gree’s "like PPT and barrage" style of advertising. Someone found at the back that the content of Gree’s advertisements and the past remarks of Gree Electric’s chairman and president Dong Mingzhu, There seems to be a contradiction.
Gree, slapped himself in the face?
"June day, Gree's face", if there is wind but no wind, just change?
The reason why the new advertisement has attracted so much attention is that Dong Mingzhu has repeatedly affirmed and promoted "Gree windless air conditioner" in public.
The most recent time was at the “2019 Summit Forum on Improving the Quality of Listed Companies” held at the end of October 2019. Dong Mingzhu said that the biggest demand pain point of consumers in the air-conditioning industry is that the side effects of air-conditioning bring us human damage. Gree Electric has achieved "windless air conditioning".
Moving forward, in August 2019, on CCTV's "Dialogue" program, Dong Mingzhu said, "We have broken the long-term unpredictable rule of air-conditioning in the world. There must be wind to have air-conditioning, so we have made it now. Windless air conditioning."
Video screenshot.
In March of the same year, in the CCTV "Dialogue" program, Dong Mingzhu also mentioned the "windless air conditioner": "Without these traditional manufacturing, can you enjoy such a good airless air conditioner today?"
Video screenshot.
Earlier in 2017, Dong Mingzhu had already stated in an interview that "a real good air conditioner has no wind": "At that time, many of our consumers had no knowledge of this aspect. He didn't understand at all, so he felt that the air conditioner felt the wind. It’s so big, this air conditioner is good. At that time, I was laughing and saying that the air conditioner was a blower. Today is completely different. We proposed a silent and windless air conditioner."
Video screenshot.
As for Dong Mingzhu's effort to promote "windless air-conditioning", it can be traced back to the previous "windless craze" in the air-conditioning industry.
The leader of this craze is Gree's "old rival" beauty.
Gree "turned over", and slammed again because of beauty?
As the air conditioner becomes more and more a must-have appliance for every household, the "air conditioner disease" has also attracted more and more attention.
In August 2015, Midea launched the industry's first windless air conditioner "Comfort Star" in response to problems such as "unnatural wind and too hard wind" for ordinary air conditioners.
According to Midea’s introduction at the time, the air conditioner can automatically sense and analyze the indoor environment after turning on the "no wind sense" button, and intelligently set the air guide mode according to the temperature and humidity.
Since then, “no wind” has become the new favorite of the industry. Brands such as Gree, TCL, Haier, Hisense, Kelon, and Zhigao have launched similar new products, “no wind”, “soft wind”, and “light wind”, gimmicks. Each is different, but the core selling points are the same.
The "Gree windless air conditioner" in Dong Mingzhu's mouth is only one word difference.
The "deep relationship" between Gree and Midea lies in the fact that even if their peers compete to fight each other, they can make the most violent fight.
The "windless air-conditioning" battle went to court again.
In 2018, Gree used the slogan "cool feeling but no wind" on a cabinet air conditioner in the official flagship store of Jingdong Mall.
In fact, this slogan has been used by Midea for three years.
Immediately, Gree was sued by Midea to the court.
At present, Midea is still using the ad slogan "No wind, cool feeling".
Image source: Midea's official flagship store
Later, the court ruled that Gree's behavior did not constitute false propaganda, but constituted unfair competition.
Gree was sentenced to compensation of 500,000 yuan and publicly apologized, and at the same time stopped using the "cool feeling but no wind" slogan.
No sense of wind ≠ no wind, "rolling over" is actually a marketing "crafty"
Here, perhaps some careful friends discovered that the court ruled that Gree did not constitute false propaganda.
Why?
The court held that Gree’s use of the "no wind sense" slogan was based on Gree’s acquisition of related inventions and utility model patents for realizing air-conditioning non-wind-sensing effects and the implementation of its patented technology on air-conditioning products. It has a certain factual basis. .
Therefore, some people pointed out that "no wind" and "no wind" are not the same thing at all.
Even Midea, the pioneer of "windless air-conditioning", has caused a lot of troubles due to this word difference.
According to media reports, in August 2020, a Guiyang consumer publicly reported on Weibo with his real name that Midea’s “windless” air conditioner was suspected of false propaganda.
Because it bought a Midea "no-wind-sensing" air conditioner in July, before the purchase, he had repeatedly emphasized to the sales staff to buy a windless air conditioner. The sales staff also repeatedly confirmed that the air conditioner was windless. However, after installation and use, it was found Obvious sense of wind.
After the local market supervision department intervened and coordinated, Midea dismantled and took back the sold air conditioners by itself, and compensated consumers for the purchase and installation of auxiliary materials at the original price of the air conditioner.
According to the agreement, the incomplete introduction of the product to consumers by the sales staff in the mall caused consumers to understand that the beautiful "no-wind" air conditioner was a "no-wind" air conditioner and bought the product.
The beauty side also responded that the principle of no sense of wind originates from the layered airflow softening technology.
In fact, "no wind" air conditioner does not mean "no wind" air conditioner.
According to the standard of "Split Room Air Conditioner with Non-Wind Sensing Mode", the average air flow velocity of a non-wind-sensing air conditioner should not be greater than 0.3 m/s.
The picture shows Dong Mingzhu, chairman and president of Zhuhai Gree Electric Appliance Co., Ltd.
Photo by China News Agency reporter Luo Yunfei
From this point of view, although Dong Mingzhu has always called his own product "windless air conditioner", this is actually a more exaggerated and gimmicky name for "windless air conditioner".
In the "Dialogue" program in August 2019, Dong Mingzhu also added "what is a windless air conditioner": it means that the wind does not blow to people, it cools the air to let us have a better life.
"
If it is said whether Dong Mingzhu "slaps the face", the benevolent are different, but Gree has lost its position as the air-conditioning boss.
Not long ago, Gree and Midea successively released the 2020 semi-annual report. Whether in terms of overall performance or specific performance of the air-conditioning business, Midea surpassed Gree and grabbed the position of the air-conditioning boss.
"I think it's very good, because everyone expects me too high. Long-distance runners occasionally need to find an inn to take a break." Although Dong Mingzhu's response to the decline in performance was calm and calm, in many people's eyes, " "Iron Lady" is famous, she will never give up easily.
This very targeted declaration of "air conditioning must have wind" may be Miss Dong's clarion call to "recover lost ground."
Gree and Midea, the two old rivals are about to "fight" again, who are you standing by?
(Finish)