格力空调不涨价是董明珠新谎言

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近日,格力电器公开宣布并承诺的"格力空调不涨价"一事,事实证明又是一出典型的董明珠式营销和公关。一边面向消费者说不涨价,另一边面对商家却屡屡提高供货价和零售价。

多个渠道信息源向友信制冷反馈的消息是:自2017空调冷年于2016年8月启动操作以来,格力电器在全国各地的省级销售公司,已经连续多次上调对供应商的供价。多位格力空调经销商也证实,格力空调价格已经上调二三轮。

从2016年底到2017年初以来,在中国家电市场上,众多中外家电企业因为无法承受持续大幅度上涨的原材料价格,纷纷上调市场供货价。先是位于上游的原材料供应商美芝压缩、华意压缩、钱江压缩等企业公开涨价,涨幅在8-15%左右。随后则是包括惠而浦、海信容声、奥克斯、志高等一大批中外企业发函告诉商家要上调供货价。

此时在整个家电市场一片"涨声"的背景下,格力电器再度"逆势亮剑":公开通过网络广告、平面广告、楼宇广告等形式向外界宣布:格力空调不涨价。与此同时,格力电器负责人董明珠在接受央视记者采访时更公开斥责"讲材料涨价就要家电涨价这是趁火打劫。格力空调不涨价从目前来讲我们应该能够做到的"。

不过面对格力电器的广告,以及董明珠的个人表态"格力空调不涨价",多位格力空调的经销商却向友信制冷指出,"格力空调和董明珠,这是在公开撒谎。格力空调从去年10月份以来已经多次上调市场供货价,而且不是局部现象,基本覆盖格力空调全国各个省级销售公司"。

 

友信制冷获得的多份资料显示:格力空调是一边宣传不涨价,另一方面却纵容销售公司多次上涨供货价。其中以山东格力为例,其早在2016年11月便向各区域经销商发出通知称:在17销年经销商价格表零售价基础上,挂机零售价格顺加100元、柜机零售价格顺加200元。

同时广西格力的多份产品市场价供表也显示,其价格经历多次上调。其中以格力水晶白i酷变频柜机3为例,16年8月时价格表显示:50LW的供应价6299元、建议零售价为6699元;72L的供应价为7499,而建议零售价为7999元;

进入11月后格力i酷变频柜机3的50LW供应价和和建议零售价分别为6699元、7099元;72L供应价和建议零售价分别为7999元、8499元。单是建议零售价,格力空调柜机在短短3个月内每台涨价分别达到400元、500元。

相似情况,还出现在格力河北、北京、安徽、湖北等全国各个销售公司中。也就是说,格力空调的价格不仅没有像格力电器广告承诺,以及董明珠公开表态那样"不涨价"。相反涨的时间最早、涨的幅度也在行业处在领先水平。那么,格力和董明珠为什么要这么做?为什么又敢于这么干?难道不害怕被商家和消费者斥责为"说谎造假"吗?

其实,这已经不是格力电器和董明珠第一次"公开撒谎"。早在几年前,董明珠多次"信誓旦旦"表态,格力电器就是一家专业化公司,只造空调。不过短短几年时间,格力电器的业务就从空调进入冰洗、小家电、厨电,甚至还一直要跨界进军汽车领域;同样就在两年多前,董明珠还公开表示"格力空调没有天花板",但是在去年下半年董明珠又公开表示"格力空调已经有天花板,必须要转型做汽车"。

同样,关于格力空调不涨价的广告,只是格力电器近年来一直坚持的"董氏事件营销"风格,通过"语不惊人死不休"事件和话题炒作,吸引行业、市场和消费者关注的一种手段。在这次"格力空调从格明明上涨"格力电器却敢于宣传不涨价背后,正是格力成功利用价格信息的不透明、不公开,以及消费者根本不会关心一个月以前的空调价格等心理,实现"吓死胆小的、撑死胆大的"董氏营销。最终,格力电器这一不涨价谎言被戳穿,格力也可以将责任推给各个销售公司。

再者,谁都知道"格力空调不涨价"的广告承诺,只是董明珠的"皇帝新装"。作为格力公司的所有员工和商家,都知道格力空调早就涨价了。却都看着董明珠为了达到炒作话题和吸引市场眼球的目的,谁也不去揭穿这个"谎言"。大量的格力经销商还公开拿着"格力空调不涨价"的广告承诺,向消费者进行市场营销的宣传和炒作,借机形成对竞争对手的市场和舆论打压,体现格力电器的与众不同。最终暴露的却是,格力是一家"口口声声讲要诚信"却"处处行动不讲诚信"的两面派企业。

事实上,在当前这个信息公开透明的时代,任何还想靠着信息不对称、不透明公开"撒谎"的企业,都不可能如愿以偿。反而会给自身的企业文化,以及员工和商家的诚信抹黑;同样,任何认为消费者都是傻子、呆子的企业,最终也不可能赢得市场和消费者的认可。因为总有一天,市场和用户也会将企业当做傻子,选择远离和抛弃。

对于格力电器和董明珠而言,既然敢于公开承诺格力空调不涨价,那么接下来就要坚持做到,不能一边说不涨,另一边就纵容销售公司多次大幅度涨价。表面上看,格力空调在一时的市场竞争和价格营销上沾到便宜,最终伤害的却是自己!


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