Opponents described her as powerful: "The road that Sister Dong walked; Can't grow grass. " Dong Mingzhu, deputy general manager of Gree, is a celebrity in the field of air conditioning. 1996, she led 23 marketing salesmen to face the marketing team of a domestic manufacturer with nearly 1,000 people, and won the first place in the national sales volume, with no accounts receivable. Its marketing tactics are still talked about by people, convincing opponents. Someone once flew to Gree at his own expense just to "see what kind of woman Dong Mingzhu is". "I have never made a mistake, I never admit my mistake, and I am always right." At 2 o'clock in the morning, Dong Mingzhu was interviewed by reporters all night, his eyes flashing. "Impossible, how can you not make mistakes?" The reporter and her subordinates looked at her quietly. "Yes, I had a nickname' Chang Li' in high school!" Everyone laughed. Dong Mingzhu's wisdom, Dong Mingzhu's simplicity and Dong Mingzhu's atmosphere are all among them. Instead of playing cards 1995, Dong Mingzhu said she was 10 years old. This year, Gree people welcomed their new sales manager, only to find that she is a person who never plays cards according to the rules. Her "card theory" is only one: her own principles, which she thinks are right. The first problem she faced when she took office this year was the backlog of 19000 air conditioners in the dead of winter. In this regard, everyone's usual practice is to sell each set at a reduced price in 300 yuan. Dong Mingzhu said: "No, the price reduction of normal products is detrimental to the image." Her unexpected approach is to distribute the backlog of air conditioners to various dealers. The office staff didn't expect that Dong Mingzhu's new official's three fires would burn themselves and last forever. When Dong Mingzhu took office, he stipulated that "no food is allowed during office hours. Once found, the first penalty is 50, the second penalty is 100, and the third time you leave. " Everyone thinks it's just talk. One day, Dong Mingzhu walked into the office and found eight employees eating. Only after 10 seconds, the bell rang. Dong Mingzhu was rude. Everyone took 50 yuan. Everyone was dumbfounded. Dong Mingzhu said that as long as the principle is violated, no matter how small it is, it is a big deal, and we must follow through. "We should control big dealers, not be controlled by big dealers. All dealers must compete on an equal footing and enjoy treatment according to scale. " This is the principle that Dong Mingzhu treats dealers. One day, a big dealer with annual sales of 65.438+0.5 billion yuan came to Gree factory to ask for special treatment, and the tone was non-negotiable. Instead of paying attention to him, Dong Mingzhu lashed back: he was expelled from Gree's distribution network. Everyone gasped, and a sales manager who had not yet secured his seat did not hesitate to throw away the annual sales of 65.438+0.5 billion yuan in one day. This is Dong Mingzhu. If he violates the principle, the heavenly king Lao Tzu will dismount for me. Dealer sees Dong Mingzhu: Now, we are all convinced. Many air-conditioning factories often connive at big sellers and allow them to operate across regions. In this way, local small dealers can't compete at all and confuse the market. When Dong Mingzhu did this, we knew that in her eyes, small dealers also had the initiative to engage in large-scale activities. Default in payment for goods is a common phenomenon in China's retail and wholesale industries. Not only foreigners have a headache, but China Merchants also shake their heads: 100' s payment arrears can't be solved. Dong Mingzhu said, "I don't believe in evil." As a result, all the problems were solved in one year. Dong Mingzhu's practice is very simple and overbearing: all dealers who are in arrears with payment will stop delivery, and pay the money before picking up the goods. This has stirred up a hornet's nest-how can China do business like this? Dealers, large and small, complained to Gree boss Zhu Jianghong, and some even declared: "She didn't have me." Dong Mingzhu tit for tat: "I don't have him." Zhu Jianghong advised Dong Mingzhu: "Is it possible to make up the payment, deliver the goods first and then collect the money?" Dong Mingzhu smiled and said, "Good." As a result, the goods were not delivered as soon as the payment was received. Dong Mingzhu said, "Want goods? Bring money first. " Dong Mingzhu plausibly said: "Even if everyone else is like this, I am Gree." Even if 100 hits the wall, Dong Mingzhu will hit 10l. The wall of default must fall down. Strange to say, you have to believe the fact that Gree has no L-points accounts receivable and L-points triangular debts in 1997 and 1998. A dealer in Chongqing talks about Dong Mingzhu: We have five or six big families there. Everyone believes in Sister Dong. If you don't get the money, you won't get the product. As long as you pay in the past, you will never default on the payment. We are convinced and more at ease when Sister Dong does everything! Every department manager is a marketing revolutionary, who strives for the rights for the welfare of his department and employees. It happened that Dong Mingzhu ate an inside job. In other air-conditioning companies, marketing salesmen pay bonuses according to the development of distribution, which is the most lucrative position. Dong Mingzhu believes that the power of marketing salesmen should be restricted. Gree sells well, thanks to workers and researchers. For a mature product, it is unreasonable to rely on the marketing salesman to get such a large proportion of bonuses. Dong Mingzhu stipulates that all marketing salesmen of Gree are not allowed to take kickbacks, and they will be fired if they get L cents. The assessment of marketing salesmen is not measured by sales, but by the workload of communication with dealers, market research and price supervision. Even if Gree is the largest, there are only 23 marketing salesmen, each of whom is responsible for a province, only for coordination, not for developing the network. Sellers are divided into first-class and second-class, and there are only a few limited first-class dealers in each region. Develop secondary dealers from primary dealers. Different scales have different rebate standard lines. Such a first-class dealer often tries his best to expand the network and cross the line. Gree's distribution network has expanded rapidly.

Dong Mingzhu stipulates that primary dealers are responsible for supervising secondary dealers. Once there is a problem with the quality or installation of the secondary dealer, stop the goods of the primary dealer immediately. Dong Mingzhu reduced the number of marketing personnel, and used all the business expenses saved as high as 1 100 million yuan to supplement the dealers. In this way, there are only 23 salesmen in Dong Mingzhu to compete with thousands of salesmen. This is a unique marketing method in China, and it is also the content of Dong Mingzhu Revolution. Dealers look at Dong Mingzhu: In some companies, salespeople compete with dealers for profits, and even salespeople start their own companies. Gree is different, it depends entirely on our dealers. In Chongqing, Gree has only 5 employees (1 salesman, 2 ticket sellers and 3 after-sales service personnel) with sales of 300 million. Chunlan, on the other hand, has its own sales company in Chongqing, 150 marketing salesman, and the annual expenses will be more than 20 million. Among the 23 marketers, 10 was fired and resigned voluntarily. When the reporter asked, "How can we work well without material stimulation?" Dong Mingzhu said, "It is necessary to rely on the system to develop the distribution network, not one or two capable marketers." Dong Mingzhu, what I hate most is inviting people to dinner. When she goes to the regional distributors, she not only doesn't invite others to eat, but also often talks with the distributors about the market when she has cold meals in the canteen. Dong Mingzhu, like Zhu Jianghong, likes to travel alone. Dong Mingzhu said: "The reason is simple. Take one more person and spend one more person. " Dealer talking about Dong Mingzhu: We can handle the boss who saves the company's expenses with confidence. It is taboo for a man to ask for power from a woman full of sparks, but Dong Mingzhu doesn't care. 1995 gree's sales have expanded rapidly and there are many financial loopholes. Dong Mingzhu is angry again. Deng Deng went to Zhu Jianghong and put me in charge of all external finance in Dong Mingzhu. A small sales minister, stretched out his hand for financial power. Is it backwards? Zhu Jianghong listened to Dong Mingzhu's reason and made a decision on the spot. Only Zhu Jianghong can understand this strong woman. With financial power, Dong Mingzhu is more "arrogant". When he was young, Dong Mingzhu only slept five hours a day. Now Dong Mingzhu often thinks when he is sleeping or taking a nap. When he has any ideas, Dong Mingzhu will jump up at one or two in the middle of the night, pick up a notebook and write it down, and even call Zhu Jianghong in the middle of the night. Two entrepreneurs who are "crazy" about air conditioning! Many marketing tricks were born in this way. 1995, Dong Mingzhu invented "off-season rebate", that is, according to the amount of money invested by dealers in the off-season, the corresponding benefits are returned. In this way, the relationship between money and goods has become a relationship between money and profit, which not only solves the shortage of production funds for manufacturers in the off-season, but also relieves the supply pressure in the peak season. 195 Gree's off-season payment increased by 3.4 times compared with the previous year, reaching 1 1 100 million yuan, which prepared the market for the decisive battle with Chunlan in196. 1995, greefork invented "year-end rebate" to return 70 million yuan of profits to dealers. 1996, in the off-season of air conditioning, Gree got back1500 million yuan by off-season rebate. In the off-season price war, brands have to cut prices one after another, even the retail price is lower than the wholesale price, and the wholesale price is lower than the ex-factory price, which hurts their vitality. Dong Mingzhu stipulates that Gree L can't reduce money. On August 3rd1day, Gree announced that it would subsidize 2% of the profit of 10 billion to all dealers in proportion to sales. In this way, in the most difficult period of air-conditioning industry 1996, Gree's sales increased by 17%, surpassing Chunlan for the first time. Gree not only replenished the money saved by shrinking the marketing team to the dealers, but also returned 250 million yuan to the dealers on 1997. Dong Mingzhu believes that only by distributing Gree to make money can long-term stability be achieved. She not only distributes the air conditioners that are in short supply evenly, but also introduces the air conditioner ID card, so that each air conditioner can be filed in the marketing department. Generally speaking, September-March is the off-season of air conditioning, and April-August is the peak season. The off-season price is different, which is 20 thousand lower than the peak season. General manufacturers are trying their best to advance the peak season from April to March in order to get more profits. 1998, on a whim, Dong Mingzhu, with the support of Teacher Zhu, announced to extend the off-season for one month. Continue to implement the off-season price in March in April. Gree doesn't want the money he got. When other factories figured it out, many big dealers gave Gree money to buy Gree's products. Some manufacturers lamented: "Dong Mingzhu is really cruel-we have never thought about this move for so many years." "The road that Sister Dong has traveled is hard to grow." Someone said maliciously. No one believes such a overbearing, self-righteous Dong Mingzhu who sells "eat people and don't spit bones". At Gree Factory, everyone affectionately called her "Sister Dong". "She is fierce on the surface-she wants to help you at heart, but she won't give in." A dealer said. Dong Mingzhu loves to wear beautiful clothes, but she never has a suit. "Why wear a white-collar suit? I like free and beautiful clothes. " Dong Mingzhu's favorite is reading, thinking about the life of the characters in the novel from an early age. "The people in the book are people, so are we. Why can't we live like books! " Sister Dong is so simple. She believes in love, life and freedom, which she already has in her life. "Everything I do is to prove my ability. I think if we can be like Japan and South Korea, everyone will work selflessly in their posts and work hard for the spirit of a nation, and the country will be rich and strong. " Pure faith in her is achieved by crazy enthusiasm, and it seems that no reality can stop her. This is a romantic woman with a different kind of beauty.