The 2018 World Cup in Russia is about to begin, and football fans of all countries will usher in a carnival once every four years. The focus of global attention is not only the customs of Russia, but also Gree air conditioners from China.
It is understood that in the upcoming World Cup, Gree products, represented by Gree air conditioners and water chillers, will appear in the Moldova Arena as the main air conditioning brand and the only water machine brand.
Dual independent brands firmly occupy the Russian market
In July last year, Gree announced that its own brand product LHE series high-efficiency screw water-cooled chiller won the bid for the Mordovia Arena, one of the 2018 World Cup venues, becoming the only water machine brand that won the bid for the venue. Major air-conditioning brand provider.
In addition to its advantages in terms of reliability and energy efficiency of its products, Gree Energy won the bid for the Moldova Arena and its reputation in the Russian market for many years is inseparable. The Gree brand has entered the Russian market since 2001. With its leading industry technology and high-quality service, it has a good reputation in the local area. In recent years, its sales volume has grown rapidly, and its market share has steadily increased.
At the same time, Gree Electric also adopted a dual independent brand strategy in Russia. Since 2011, it has simultaneously promoted its own brand Dasong. At present, the two brands "Gree" and "Dasong" have agents and after-sales centers in major Russian cities, and their sales and influence have been steadily increasing year by year. In 2015, Gree accounted for 11.5% of China's exports of Russian air-conditioning products, which increased to 12% in 2016. By 2017, its market share had reached 20%.
"A brand going out is more about having a good technical support, and only technology can change the brand image." As Gree Electric ’s chairman and president Dong Mingzhu said, the technical level of the product has shaped Gree ’s world-renowned brand image, and the appearance of Gree ’s figure on the World Cup stage has further demonstrated China ’s brand strength.
"Gree figure" frequently appears in SCO member states
In fact, Gree's overseas layout is quite mature.
In February of this year, Gree, as the only air-conditioning manufacturer, successfully won the bid for the Gwadar Port project in Pakistan, a core hub of the “Belt and Road†and known as the National Energy Strategic Channel.
Pakistan is one of the overseas production bases of Gree Electric, and its market has always had complicated brands and fierce price competition. In 2005, the Gree brand entered Pakistan. By strictly controlling product quality and continuously cultivating core technology, it became the number one air-conditioning brand in the Pakistani market.
According to the relevant person in charge of Gree Electric, in 2015, when Gree ’s overseas sales staff visited Pakistani customers, their new technical director came into office, which also means that the company ’s previous trust and understanding of Gree need to be reconstructed. However, unexpectedly, the director said: "I don't need to listen to any brand promotion. I have long been a loyal fan of the Gree brand. I have installed 12 Gree air conditioners in my home. There have been no problems since 2007, so I trust the Gree brand very much, and I will let the company use Gree products during my tenure. "
In addition to Russia and Pakistan, Gree is also frequent in Kazakhstan, Kyrgyzstan, Tajikistan, Uzbekistan, India and other SCO member states. In 2003, the Gree brand began to enter Kazakhstan, and gradually expanded to Central Asian countries such as Uzbekistan, Kyrgyzstan and Tajikistan. In 2013, the Gree brand entered the Indian market, and gradually formed a sales network layout centered on Delhi in the north, Ahmedabad in the middle, and Chennai in the south.
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