“No grass can grow on the road Dong Mingzhu has walked.” Someone in the media once described this domineering iron lady in the business world.

At the age of 36, she decided to become the hostess of her own destiny. What kind of life has Dong Mingzhu experienced?

The book "Chess in the World" tells the story of Dong Mingzhu's tenacious struggle from 1990 to 1999.

From a small salesperson to the head of Gree’s operations department, she relied on her toughness and tenacity to rise through the ranks when she was asked to do so, and now she has reached the position of deputy general manager of Gree. The hardships and tribulations are only hers. Have experience.

As a woman, Dong Mingzhu interprets Gree’s sales myth and becomes China’s marketing queen without regrets. In the shopping mall, we have won a world with tenacity and integrity.

"Chess in the World" is the autobiography of Dong Mingzhu. She has used perseverance, perseverance and perseverance to walk through a wonderful life. Although there are difficulties and grievances, this is also the most precious thing in the initial stage of her life. A fortune.

She told us her legendary life experience in plain writing.

1. Fierce battle with Shanghai

In 1990, 36-year-old Dong Mingzhu determined to be the master of her destiny. Without any marketing knowledge, she became a salesperson at Haili Air Conditioning Factory.

Faced with an unfamiliar industry, Dong Mingzhu did not shrink back and could only move forward with perseverance.

Unexpectedly, her first start was unfavorable. On the first day she went to Tianjin, she fainted and broke her bones. The doctor asked her to stay in bed. But how could she take a break at the beginning if she was so strong? What's more, it was a good time to sell air conditioners. Dragging the sick body around, it became extremely difficult to bend down.

Dong Mingzhu firmly believes that there is nothing impossible in the world, only things you are unwilling to learn. She quickly grasped the performance advantages of Haili air conditioners and mastered the relevant knowledge of air conditioner installation, use and maintenance. I gradually gained a preliminary understanding and understanding of marketing and the market.

Just when she had established herself in Tianjin and figured out some ways, she was transferred to the poor Anhui.

The trip to Anhui was an unforgettable and bitter experience for Dong Mingzhu.

After more than forty days, Dong Mingzhu, who was new to the business world, had enough of being fooled and deceived, and experienced all the looks and indifference.

There is a popular saying nowadays: The uncle is the one who owes the debt, and the grandson is the one who collects the debt. This shows the difficulty and grievance of debt collection. Debt collection can be said to be the most difficult job in today's society.

The grievance of asking for repayment made Dong Mingzhu go through many hardships. The creditor first avoided being ignored, and then acted shamelessly.

The helpless Dong Mingzhu relied on her never-giving character to get into trouble with them, so she could only use hard tactics.

In terms of patience over tenacity, Dong Mingzhu definitely won and recovered the debt left by the previous salesman.

Having encountered the difficulty of collecting debts for the first time, Dong Mingzhu fell into thinking about how to avoid debts by paying first and shipping later.

But for markets that are not yet mature, it is even more difficult to get started. One, two or three?... No dealer was willing to accept it, and Dong Mingzhu's heart sank.

But there was no turning back. Dong Mingzhu did not give up. Instead, he thought more deeply about studying and summarizing previous lessons, and decided to find a better breakthrough.

She used her integrity as a guarantee and finally opened the first store. She did not just deliver the goods like other salesmen, but analyzed the market with the dealers and opened the market through word-of-mouth publicity.

In this way, through Dong Mingzhu’s unremitting efforts, the marketing market for Haili air conditioners was finally opened.

The Battle of Huainan, the Battle of Wuhu and the Battle of Tongling are Dong Mingzhu’s three most famous battles in Anhui.

Dong Mingzhu, a salesman who doesn’t know how to drink and doesn’t like to treat guests to dinner, gradually opened up the Anhui market with his tenacity, hard work and integrity.

Dong Mingzhu said: As long as you are a thoughtful person at all times, business opportunities are still everywhere. It depends on whether you have a pair of discerning eyes and a flexible mind.

The Battle of Tongling was the most beautiful battle ever fought. A distribution manager complained that air conditioners were difficult to sell because it was difficult for customers to use electricity, and it was troublesome to get approvals. Dong Mingzhu seized the opportunity to use electricity and thought of selling air conditioners to the Power Supply Bureau.

In order to arouse the power supply bureau’s interest in purchasing, Dong Mingzhu took great pains. During that time, she spent all day at the power supply bureau, carefully observing, studying and pondering, learning from the strengths of other brands, establishing her own influence, and finally won the praise of the director of the power supply bureau.

Selling to dealers is only the first step. How can we sell to consumer customers? Dong Mingzhu has also put a lot of effort into this, training mall employees on how to sell, and organizing a strong installation team to ensure that her products are absolutely recognized and satisfied by consumers.

1992 was a bumper year for Dong Mingzhu. Total sales in Anhui reached 16 million, accounting for one-eighth of the company's sales.

Dong Mingzhu’s success was recognized by Zhu Jianghong, General Manager of Gree. At that time, Haili and Gree merged to form Gree. Zhu Jianghong appointed Dong Mingzhu to open the Nanjing market.

How can an unknown brand survive and develop? This is something Dong Mingzhu must think carefully about if he wants to enter the Nanjing market.

1: In Nanjing, Gree started late, but caught up with the good times. In 1992, the Chinese air-conditioning market started.

2: Global climate warming, high temperatures, and high per capita income here are extremely good for air-conditioning sales.

3: Gree’s price is the lowest in the same category.

In view of these three points of analysis, the confident Dong Mingzhu first chose the most prosperous business district. Unexpectedly, she was disappointed when she entered. Gree’s unknown reputation and the dealer’s arrogance made Dong Mingzhu walk out of the mall in disgrace. .

Looking for the second target, Taiping Shopping Mall. Unexpectedly, as soon as she contacted Dong Mingzhu, she received complaints and criticisms from dealers about Gree. The irresponsibility of the previous salesperson left a deep impression on the merchant. shadow.

Dong Mingzhu did not lose heart, but moved the dealers with his integrity. Stand at the counter every day to analyze and understand the local market and customer wishes.

Sincerity leads to gold and stone, Dong Mingzhu finally got the dealer's recognition with her own words and deeds. ?

Dong Mingzhu understood the same thing, why some people succeed and others fail. The key is the problem of people and how to do it.

For example, in the low and peak seasons of the air conditioning industry, through Dong Mingzhu’s efforts, the so-called seasonal differences are not a problem as long as you pay enough attention.

Dong Mingzhu has continuously achieved impressive results since entering the marketing industry. In 1991, the two people who learned the art from the master had sales of 3 million. In 1992, their own sales were 8 million, accounting for 1/8 of the company's total sales. In 1993, the sales were 50 million, accounting for 1/6 of the company's total sales.

2. Turn the tide

In 1994, Gree marketing faced a crisis, and a certain leader and key salespeople resigned collectively.

The reason is the treatment of sales staff. Companies cannot significantly reduce the treatment of sales staff while profits continue to increase. Corporate leaders also have their own explanation: achievements are the result of overall efforts and the credit cannot be attributed to a certain department.

During this period, some companies also came to invite Dong Mingzhu, and the conditions offered were quite attractive. But Dong Mingzhu has her own principles of life. She has regarded Gree as her home and does not want to see her family collapse.

Those who have different paths do not seek each other. Dong Mingzhu was appointed at a critical moment and was promoted from an ordinary salesperson to the director of the company's operations department.

Gree did have a lot of problems at the time. Running a business is like a parent managing a family. The quality of parents is very important. You must have a long-term development vision, keen intuition and rich practical experience.

Mr. Zhu is a good leader worth following. He is kind and generous, has a profound vision, has the style of a modern entrepreneur, sees problems accurately, and is courageous in doing things. He has always focused on product development and quality.

Although Mr. Zhu’s trust is touching, there are also people in the senior management who do not welcome Dong Mingzhu’s return to the headquarters and want to see Dong Mingzhu’s jokes.

But Dong Mingzhu is a person who is dedicated to doing things. If she takes on this heavy responsibility, she will overcome all difficulties and persist in doing a good job.

In October 1994, Dong Mingzhu returned to the headquarters.

Dong Mingzhu’s three priorities when taking office are: rectifying business disciplines, straightening out internal relationships, and developing sales markets

Everyone knows that working in a state-owned enterprise means a newspaper and a cup of tea. Leisurely and contented. It's a pity that all this was disrupted by Dong Mingzhu.

When Dong Mingzhu took office, he stipulated that no eating or chatting was allowed in the office. Female employees should have their hair cut short and their long hair tied up. Everyone should develop a decisive and capable work style. The enterprise should give people a good state of spirit and vitality.

When I worked at my previous company, my leader also emphasized the importance of discipline to the company. It reflects not only the quality culture of a person, but also the corporate culture of a company. Just imagine if a lazy working customer will give you thousands of orders?

It is said that I go to work at 8:30, but it takes more than an hour to put on makeup and eat immediately after work. After cleaning up, I haven’t entered the working state yet, and I have to think about lunch. How can I still think about work?

When you go to work, you must be at work, and Dong Mingzhu will not be lenient about this.

Once, when she was about to get off work, she saw a group of employees eating snacks and chatting. Dong Mingzhu fined each person 100 yuan. Some people were dissatisfied: "It's almost time to get off work?"

"Just one difference." It won’t work if you don’t get off work within seconds.” Dong Mingzhu’s determination made people feel unkind.

Some people say that Dong Mingzhu is too cold-blooded. However, Dong Mingzhu feels that an enterprise or a department must have an upward spirit and be restrained by strict rules and regulations.

He is ruthless at work and tender in life. I remember a difficult female worker who was fined 100 yuan for a work error. Considering the actual situation of the family, Dong Mingzhu took out 100 yuan from her wallet and said sincerely: "This is my personal money, I will make up for it for you. Remember: you must pay the fine tomorrow, so that you can work in the future." Stop being careless." The moved female worker vowed to work hard.

Every company has intricate internal relationships and has various problems.

Dong Mingzhu has always asked for payment first and then delivery, but the end result is that some people paid the money but could not get the goods, while some people got the goods but did not pay the money, which greatly affected morale. , affecting work efficiency.

Asking for power from the Finance Department is the fundamental solution to the problem. However, the sensitive word "power" has been strongly opposed by some people, who spread Dong Mingzhu's domineering ambitions everywhere.

Dong Mingzhu did not care about other people's words, but carefully studied and formulated a series of supervision mechanisms with his colleagues to bring the company into standard step by step and prevent financial chaos from occurring.

Gree’s management of salespeople has always been extensive. This crisis was also caused by the collective resignation of dissatisfied sales staff. How to establish a good management mechanism and how to achieve a balance between the company and employees?

Dong Mingzhu racked his brains. She broke past rules and changed the relationship between salespeople and the company.

Salespeople are worried about the sales commission assessment, which is based on an annual salary system and both hard and soft assessments. If a certain job is not done well, points will be deducted and salary will be reduced, putting the salesperson and the company at risk.

This was undoubtedly a bombshell and immediately caused an uproar. The salesmen whose own interests were harmed were furious and unanimously asked Dong Mingzhu to step down.

After many obstacles, Dong Mingzhu’s three goals were successfully implemented.

Dong Mingzhu not only carried out drastic reforms internally, but also proposed to abolish the year-end return policy for dealers.

In fact, not only Gree, but also most manufacturing companies will encounter the phenomenon of returning goods when they cannot be sold.

For their own benefit, some profit-minded dealers secretly replace the internal components of unsold air conditioners and return them to the company as defective products. They only make money without taking any risks and responsibilities.

Dong Mingzhu was extremely angry about this behavior that harmed the company's interests. She proposed that abolishing returns would also be a great test for the company's own product quality. If you don't return goods, you can get bonuses. For dealers, It's not always a good thing to say.

Only by working together to do a better job and become stronger can we benefit from each other.

With her extraordinary courage, Dong Mingzhu dared to break the rules and stick to her own opinions. Although she was often jealous and framed by others, she withstood various hardships and tests and finally stood firm in Gree. Heel ushered in a new situation for Gree.

3. Do things with heart

As a woman, although family and career are not contradictory, it is impossible to balance family and career well.

Dong Mingzhu owes too much to her family for Gree. At the age of eleven, my son needs to be independent and take care of himself.

Dong Mingzhu devoted all her efforts for Gree. The sick Dong Mingzhu did not fall down, but persisted despite the illness. People’s hearts are all flesh. When they learned that Dong Mingzhu was ill, the dealers They came to visit one after another.

Where there is love, there is hate. There are some people in the world who cannot see the good in others, and jealousy, suspicion, serious injuries, and false accusations will follow one after another. Dong Mingzhu, who is upright and upright, is not afraid of making things difficult and stumbling.

In China, the most difficult relationship to deal with is interpersonal relationships. As a woman, Dong Mingzhu overdrafted her body for Gree, but what did she gain?

From a small salesman to the head of the operations department to the deputy general manager, Dong Mingzhu adheres to the principle of doing things with heart and hopes that her sincere efforts will be recognized and supported.

Dong Mingzhu is very proud of this. She said she has gained many friends.

But people are unpredictable, and wherever there are people, there are rivers and lakes. In 1996, Dong Mingzhu met the shrewd and arrogant Q. They were very happy to cooperate in the early stage. However, the overly arrogant Q overestimated his abilities and openly uttered wild words: "As long as I become the number one distributor, what do I want?" Gree has to give me whatever policy it is."

Q used his own wisdom to launch malicious competition and made actions that were harmful to Gree's interests. Faced with such malicious incitement and someone who benefits himself at the expense of others. Dong Mingzhu, a major customer, decisively stopped supplying goods.

Although Q tried his best to maliciously slander, threaten and insult, Dong Mingzhu did not give in. She insisted on her own principles of doing things if she dared to disturb Tai Sui. She would never allow anyone or anything that was detrimental to Gree's power. .

Dong Mingzhu is well-deserved for her reputation as the Iron Lady.

Dong Mingzhu has always adhered to the principle of doing things with heart. Whether it is sincerity to employees, products or dealers, she has always had an open and sincere heart.

In 1997, the four major dealers in Wuhan were facing the dilemma of bankruptcy. After two years of air-conditioning war, their vitality had been severely damaged. What should the four major families do next?

Dong Mingzhu did not ignore herself, but came up with the idea of ??uniting the four companies with Gree to jointly stabilize the market and create everyone's interests.

Facts also proved that Dong Mingzhu’s decision was correct and visionary. Dong Mingzhu has also established his own set of principles when dealing with dealers for many years: he must not establish a private buying and selling relationship, he must be able to control the market and overcome difficulties with dealers, he must establish correct business ideas, and he must be able to control the market at any time. Although many people do not understand the inclusion of personal interests, it will eventually gain popularity. Dealers have even greater trust in Dong Mingzhu.

Consumers are God, and sales should capture the hearts of consumers. It's not just the price, but the excellent quality and attentive service that allow consumers to truly feel the benefits and benefits, then they will be recognized.

In 1999, Gree's 8 million user return visit caused a nationwide sensation. It lasted for 2 months and mobilized nearly 10,000 people to maintain millions of air conditioners for free for consumers, allowing consumers to truly feel the power of Gree. Sincerity and intention.

The world is dominated by those who win the hearts of the people, and the hearts of the people are the magic weapon for products to win.

Good air conditioners, made by Gree. This well-known brand image has been deeply rooted in the hearts of the people. Dong Mingzhu's insistence on professional craftsmanship has also enabled Gree to achieve brilliant achievements one after another.

Dong Mingzhu, a business wizard and a marketing queen, relies on simple faith to walk every step of her life firmly.

Dong Mingzhu’s tenacity and fierceness made media people shout: No grass will grow on the road Dong Mingzhu has walked.

But Dong Mingzhu said domineeringly: The road I have walked must not grow grass, but rice and food.

The hardships and sweat along the way have paid off in full.

Dong Mingzhu has a very classic saying: "Anything, as long as you do it with your heart and do it down-to-earth. Try every means to do it well, I think you will definitely do it well. As long as you do it well. With faith in your heart, you can climb all the way up the stairs.

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