In the cutthroat world of China’s appliance market, the rivalry between Xiaomi and Gree Electric Appliances is heating up, with the latest salvo fired – or perhaps, pointedly *unfired* – by Xiaomi. Recent comments from Xiaomi executive Lu Weibing during a live stream have sparked a flurry of online opinions and raised questions about the competitive landscape.
Instead of acknowledging Gree, a major player in China’s appliance sector helmed by the often-outspoken Dong Mingzhu, Mr. Lu instead lauded the achievements of Midea and Haier, two of Gree’s significant competitors. He explicitly stated that Xiaomi’s goal for 2030 was to be a top contender in the large appliance market, and he views Midea and Haier as the models to emulate. “We are very much looking forward to becoming one of the top appliance manufacturers, alongside Midea and Haier,” he remarked.
This strategic sidestep has led many observers to conclude that Gree has, once again, been overlooked by the tech giant. The two companies have traded barbs online in the past, with Ms. Dong herself often offering pointed critiques of Xiaomi’s business strategies.
The underlying narrative, however, extends beyond personalities. Xiaomi’s ascent in the appliance market is undeniably putting pressure on established players like Gree. The company’s aggressively expanding product portfolio, in particular its air conditioning units, which have reportedly been growing at a rate exceeding 50%, coupled with strong sales figures for refrigerators and other appliances, is driving the market dynamics.
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