Going to the International Market Gree Exports "Created in China"

This year, Gree, as a benchmark for "Creation in China", has taken a historic step on the road to internationalization. In the past six months, Gree has successfully exported the value of “Created by China” to the international market by virtue of its right to speak of air-conditioning core technology.

If you understand the popularity of outdoor advertising in New York's Times Square, you may better understand the significance of Gree’s advertisement of image ads here. World-famous companies such as Coca-Cola and Samsung are all pursuing outdoor LCD billboards in Times Square in New York. The top choice among global top 500 companies for branding is also here. In March of this year, Gree debuted in Times Square in New York with the status of a well-known household appliance company in China. This not only demonstrated Gree's strong determination in its global strategy, but also demonstrated that Gree has taken another step forward in building the brand's global competitiveness.

According to statistics, Gree air-conditioning products have entered more than 200 countries and regions in the world, and have 200 million users worldwide. Its own brand of air-conditioning products has been exported to more than 100 countries and regions in the world. In the first half of 2012, Gree’s overseas sales reached 9.291 billion yuan, accounting for 21.09% of total sales. At present, Gree’s own brand products account for 30% of overseas sales. The distribution regions include not only emerging markets but also developed markets such as the United States and Europe.

This is not just proof of data, as Dong Mingzhu, chairman of Gree Electric stated, “I believe that Gree’s internationalization is not a simple figure, not how much money is made, or how much sales are made. I think it’s more valuable. "Going out of our own brand." The most important support factor for brands to go out is technology. Because there is no good technology, pure advertising only raises the visibility of the product. For the sustainable development of the company, the technical strength establishes the brand. position. Based on this concept, every step and development of Gree's internationalization is the highlight of technology and strength.

In fact, the importance of technology has gone deep into Gree's spirit and bone marrow. It is based on the understanding of the future demand of the air-conditioning industry. Based on the breakthrough of each core technical detail, Gree’s product standards not only surpass Europe and the United States. Developed countries have strict technical requirements in terms of carbon emission, energy saving and environmental protection, and at the same time, they have become the highest performing air conditioners in the eyes of local distributors.

Gree adopted the strategy of “having a market first and then a factory”, and always insisted on taking the quality and technology route. Under the guidance of this strategy, Gree, unlike other manufacturing companies, took OEM products as its ultimate goal. Instead, it is truly guided by “Creation in China” to understand the needs of the market and customers and launch international products that belong to China.

The insistence on quality also contributed to Gree's success in overseas markets. Gree Central Air Conditioning has won the favor of numerous high-profile events, winning consecutive bids for the Beijing Olympics, the World Cup in South Africa, the Asian Games in Guangzhou and the 2014 Sochi Winter Olympics in Russia. In terms of channel construction, it has opened several overseas sales companies and more than 500 specialty stores.

After more than 20 years of continuous development and expansion, when the Gree image commercials were broadcast in New York's Times Square, Gree, which was in a contrarian expansion in the global economic market, and the company that stood in the commanding heights of the air-conditioning industry, showed the world that “China created” Strong strength and great determination.