Profile
At the beginning of its establishment, the company mainly relied on the assembly and production of household air conditioners.Now, it has developed into a diversified and technology-based global industrial group, covering the two major fields of household consumer goods and industrial equipment,and its products have been exported to more than 160 countries and regions.
The company has more than 90,000 employees, including 15,000 r&d personnel and more than 30,000 technical workers.It has 14 production bases at home and abroad, located in Zhuhai, Chongqing, Hefei, Zhengzhou, Wuhan, Shijiazhuang, Wuhu, Changsha, Hangzhou, Luoyang, Nanjing, Chengdu as well as Brazil and Pakistan.At the same time, there are 6 renewable resource bases in Changsha, Zhengzhou, Shijiazhuang, Wuhu, Tianjin and Zhuhai,covering the whole industrial chain from upstream production to downstream recycling, realizing green, circular and sustainable development.
technology, electronics technology, new energy and environmental technology research institute, institute of health technology,communication technology, intelligent equipment research institute of technology, robots, numerical control machine tool research institute,institute of Internet of things institute of technology, equipment, power technology research institute, motor system, washing technology, refrigeration technology research institute,institute of building environment and energy saving.A total of 96 research institute, 929 laboratory, 1 academician workstation (motor and control), with the national key laboratories, national engineering technology research center, national industrial design center, enterprise technology centers recognized by the state, each one robot engineering technology r&d center, at the same time become a national notification consultation center study appraisal base. Continue to be innovation-driven. In 2018 alone, r&d spending will reach 7.268 billion yuan. After long-term accumulation, it has applied for 72,600 domestic patents, including 36,329 invention patents. A total of 41,320 patents have been authorized, including 9,089 invention patents and 2,306 international patents. In the 2019 Ranking by the State Intellectual Property Office, Gree electric Appliances ranked sixth in China and first in the home appliance industry. It has 30 "internationally leading" technologies, 2 state Science and Technology Progress Awards, 2 State Technological Invention Awards and 4 Chinese Patent Prize awards.
In 2018, Gree accounted for 20.6 percent of the global market for home air conditioners, according to the Economic and Social Council of Japan. Insist on quality first. Abide by the purpose of integrity management, customer-oriented, strictly focus on quality source control and system construction. According to the statistics released by the Academy of Winning The Bid, Gree's customer satisfaction and loyalty have been no. 1 in the industry for nine consecutive years since 2011. In 2018, the company won the third "China Quality Award".
In 2019, The Quality Management Innovation Cycle Guide based on Customer Demand, which gree participated in drafting, was approved as a national standard. We will continue to transform and upgrade. We will implement supply-side structural reform, adjust and optimize industrial layout, actively promote the upgrading of smart manufacturing, and strive to achieve high-quality development. Since 2013, Gree has been engaged in intelligent equipment, communication equipment, molds and other fields, and has extended from professional air conditioning production to diversified high-end technology industry. At present, Gree Intelligent Equipment not only provides advanced equipment for its own automation transformation, but also provides services for many industries such as home appliances, automobiles, food, 3C digital products, building materials, sanitary ware, etc. Per capita output value jumped from 912,000 yuan in 2012 to 1.496m yuan in 2018. In 2019, the company achieved annual revenue of 55.508 billion yuan, net profit attributable to mother of 24.697 billion yuan and tax contribution of 15.790 billion yuan. Gree insist on xi new era the ideas of socialism with Chinese characteristics as guidance, don't forget to beginner's mind, keep in mind that the mission, adhere to the real economy, adhere to the road of self-reliance and independent innovation development, speed up the implementation and management informatization, production automation, intelligent products, continue to lead the global hvac industry technology development, in the field of intelligent equipment, communications equipment, mold and other continuous, create more advanced technology, constantly meet global consumer is yearning for a better life, in the era of intelligent sail set sail again and write a new chapter!
Brand Strategy
From a small factory with annual production value of only 20 million RMB to the world’s largest air conditioning company, Gree has grown into an international home appliances enterprise after more than 20 years of development. GREE was founded in 1991. At the beginning, GREE was a small factory with only window air conditioners’ production lines and the annual production volume was less than 20,000 sets. With a series of marketable products, GREE captured market opportunities and started to build the brand image which had laid a good foundation for future development. During the year 1994 to 1996, GREE started to focus on product quality improvement by launching the quality policy of “making superior products, building famous brand, expend business scale, to be the world first class quality”, by implementation of “ Making Superior Product Strategy”, and by the establishment and gradual improvement of quality management system, the release of “12 Injunctions by President” and the promotion of “Zero Defection Project” are all the witness to GREE’s firmness in raising product quality. Since then, GREE product quality has been emphasized in products R&D, production and transportation. GREE superior air conditioners also have brought good opportunities for its sales.
Brand 1.0: “Turbo Cooling”
At the beginning of foundation, Gree particularly focused on continuous upgrading of product quality and put forward a slogan of “Gree Creates Much Sales Chance”. With superior product quality and turbo cooling characteristic, Gree was favored by consumers, standing out from domestic air conditioning market.
Brand 2.0: “Quality Takes Priority”
In the middle of 1990s, at the preliminary stage of brand building, Gree was committed to building an image of high quality and reliability. As a large number of products with exceptional quality were launched into the market, under the slogan of "Making Better Air Conditioners" and “Gree for High Quality", Gree gained the unanimous recognition of consumers, and successfully built a high-quality brand image of "Better Air Conditioners".
Brand 3.0: “Leading in Science and Technology”
Based on independent technological innovation, Gree overcame core technologies of kinds of products continually, with product function, shape and performance improved comprehensively. Under the slogan of "Gree, Master of Core Technologies", its superior products took the leap in domestic home appliance industry, thus Gree started to go global.
Brand 4.0: “Undertake Responsibility”
Have established specific brand foundation, Gree focused on strengthening social responsibility, further expanded quality connotation and sublimated enterprise responsibility towards country, society and human. With a grand vision of "promoting national industrial image, protecting global environment and creating comfortable living space", Gree proposed a brand slogan of "For the Clearer Sky and Greener Earth", which is quite impressive to global consumers.
Brand 5.0: “Serve the World”
It has long been Gree's lofty ambition to represent "Made in China", rebuild the image of "Made in China" and promote Chinese self-developed brands go global genuinely. Gree's target is never limited to the expansion of overseas market, but more importantly lies in leading "Made in China" going out with superior product quality and high-end technology. Finally, it achieves the target of going out and enable Gree technology and product to serve the world.