On An Equal Footing With Global Magnates

On An Equal Footing With Global Magnates

Gree Is On An Equal Footing With Global Electric Appliances Magnates

Published on Xinhua Net at January 20 by Yangjian, Liang Ganghua, and Lai Shaofen

In order to break the monopoly situation on core technology of household appliances by foreign companies for long time, bases on introducing, studying and absorbing foreign technology, Gree Electric Appliances conducts the core technical strategy practically exceed. After broken several key technologies consecutively, the company has developed into an air conditioning enterprise that is on an equal footing with global electric appliances.

Founded in 1991, the company is a specialized air conditioner manufacturer with its headquarter in Zhuhai, and possessing 4 manufacture bases in Brazil, Zhuhai, Danyang in Jiangsu Province and Chongqing at present. At 2005, the annual capacity of Gree had exceeded 10 million units, becoming the air conditioning enterprise with largest sales volume in the present world.

As the outstanding youngster in international air conditioning industry, Gree always focus on improving independent technological innovation capacity and considers it the main road for its development. In these recent years, founds that exceed 3% of sales income is invested into technological R&D every year. And in Chinese air conditioning industry, that technological investment is the largest.

For chasing international top technology in the global air conditioning industry, Gree founded the biggest specialized air conditioning R&D center in the world, possessing thermal equilibrium, noise, reliability and others totally more than 170 labs, covering both residential and commercial fields, and are in the world leading position on quantity, scale and technological level. Base on establishing hardware advantages and takes market as guidance, Gree conducts the initiate mode of practically exceeding by 3 steps .

The first step is market specializing. That is concentrating power for develop the market demanded products, and develop the competition advantages on large cooling capacity, energy, noise, duration and other aspects. To the ultra-high outdoor environment at desert area, in 1999, Gree independently developed the desert AC that was able to operate normally under high temperature of more than 60 , and put them into market rapidly.

At that year, those units sold more than 10,000 units. Guiding by both domestic and overseas market demand, Gree develops more than 100 kinds of new products that with independent intellectual property every year.

The second step is deficiency filling. That is breaking foreign monopoly in key area gradually, and realize independent development. In central air conditioning field, multi inverter, centrifugal water chiller and others are the core technology that were monopolized by few American and Japanese enterprises for every long time.

Gree, with its technological strength, independently developed multi inverter technology in two years. Then, the company developed multi inverter central air conditioner, variable capacitance multi central air conditioner and other series products that formed a more completed air conditioning product group.

At August 2005, the unveiled of the first Chinese centrifugal water chiller endowed Gree the anticipative advantage on heavy central air conditioner field.

The third step is international exceeding. That is developing global outstanding fruit in some key field and leading international trend. On AC intelligent defrost field, Gree possesses international leading technology. Many AC brands are still adopting first generation defrost mode at present, but that kind of defrost is uncompleted and cause serious insufficiency of heating capacity.

There is few brand adopting the 2nd generation defrost mode in these years, but there is still incomplete defrost and great defrost time warping. However, Gree developed a kind of cooling and heating units that adopts a brandnew defrost mode that can determine whether it is necessary to defrost according to comprehensive situations of both indoor and outdoor temperature changes etc.

. It realized intellectual defrost.

When other Ac manufacturers are developing TV, washing machine, microwave oven, and even mobile programs for conducting diversification strategy, Gree still insist in air conditioner, and concentrate on going specialization. Thus, there is a unique in China and specialized magnate in air conditioner manufacture industry with largest product capacity in the world. In more than 10 years, Gree realized specialty on manufacture technology, precise on produce development, and also standardize on enterprise management.

At present, not only leading the domestic air conditioner industry standard, Gree also established standard control system for receiving licenses for every large economic area. Gree has received licenses for every continent, such as CE and EMC for European Community and UL from the USA. Gree s products can be sold to every large economic area in the world.

Depending on independent innovation, Gree received plentiful fruit. Till now, the company has received more than 600 patents at home and aboard which contain more than 40 patents applied in the international society. Its products, including residential air conditioner, light central air conditioner and commercial air conditioner, can be divided into 20 genus, more than 400 series and more than 7000 kinds, the quantity of specifications and complete of kinds are the first among the same industry in the world. The brand of Gree has initially considered famous brand in worldwide. Now, 30% of Gree products are sold aboard. Gree is always big player in European market, especially in Italy, Spain and other west Europe market where Gree possesses more than 30% market share. And in Italy, the market share of Gree is even exceeded 60%.