倒赔1.67亿，董明珠不服！

市场资讯2021-12-11

拿着一把买来的“大刀”，奥克斯赶在2021年结束之前砍了格力一刀，重新揭开了这对冤家对头的互砍往事。但始料未及的是，新的玩家正在切入空调市场，而且是超越时代的降维打击。奥克斯告赢格力奥克斯突然把格力告了，而且还告赢了。近日宁波中院的两份判决书显示，因为与“压缩机”相关的专利侵权，格力需向奥克斯一共赔偿大约1.67亿元人民币。实际上，这算是奥克斯的一记反杀——双方早就陷入了专利诉讼大战。 ...

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精彩评论

Fattkhong
2021-12-12
Fattkhong
[笑哭]
- Fattkhong:
  [贱笑]
kenp
2021-12-11
kenp
No
- 一茗王:
  😂
JamesKris
2021-12-11
JamesKris
[惊讶]
Diaschy
2021-12-11
Diaschy
🔥
NCP88
2021-12-11
NCP88
商场如战场
- Diaschy:
  🔥
- LawrenceCW:
  666
- NCP88:
  [财迷]

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it!","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/6d5c43bdc0285514766324c736f229c9","symbols_score_info":{"01810":0.9,"02080":0.9},"content_text":"拿着一把买来的“大刀”，奥克斯赶在2021年结束之前砍了格力一刀，重新揭开了这对冤家对头的互砍往事。\n但始料未及的是，新的玩家正在切入空调市场，而且是超越时代的降维打击。\n奥克斯告赢格力\n奥克斯突然把格力告了，而且还告赢了。\n近日宁波中院的两份判决书显示，因为与“压缩机”相关的专利侵权，格力需向奥克斯一共赔偿大约1.67亿元人民币。\n实际上，这算是奥克斯的一记反杀——双方早就陷入了专利诉讼大战。\n奥克斯于2018年从东芝手中收购了这个专利，该专利申请日期为2000年8月11日，专利保护期20年，已经于2020年8月11日终止，但提起诉讼的时间却是2019年1月。\n格力曾经就该案件提交过管辖权异议，但未果，也两次向国家知识产权局主张过专利无效，得到的回应是该专利部分无效。\n12月8日，格力也对此表态，这才是一审判决，已经提起上诉。\n这又是一场漫长的诉讼战。\n但作为宿敌，它们都已对此司空见惯。\n多年宿敌\n相比于美的，近些年，格力和奥克斯之间的气氛越来越紧张。\n奥克斯似乎在名气上不如格力，这家企业的老板郑坚江也没有董明珠那样的流量效应，但他却把奥克斯打造成了格力最为难缠的对手之一（另一个是美的）。\n据调查机构欧睿国际提供的数据，2020年格力电器在家用空调的市场份额排名全球第一，和2019年基本持平，奥克斯集团排名第八（2019年是第四）。\n格力的确在研发方面占据优势，但奥克斯通过性价比、转型电商等策略让自己跻身空调行业第一梯队的同时，在这个过程中也与格力成为死对头。\n董明珠甚至说，千万不要在她面前提奥克斯。\n“它（奥克斯）比美的更糟糕。之前是美的在我这里挖人，现在不挖了。但是奥克斯在我这里连工人都挖，我的人到了奥克斯还要更名换姓。他们偷了我们的技术，而且还弄虚作假。”2019年1月格力临时股东大会上，董明珠如此炮轰奥克斯挖人无底线。\n在2019中国智能制造全产业链应用大会上，董明珠谈及行业格局时再次提及奥克斯，称不用去看奥克斯和小米，因为（格力和这两家）不在一个层面。\n她的理由是，一家企业如果依赖别人的技术，或者不择手段抢劫别人的人和技术，“即使今天能活下来，明天也依然会死”。\n在博鳌，董明珠再次指责奥克斯挖走格力人才。\n到了2019年年中，格力向国家市场监管总局实名举报奥克斯的空调产品不合格，后者回应称格力用诋毁手段进行不正当竞争。\n这把双方在2019年的舆论战推向高潮。\n实际上，最早从2015年开始，双方的专利大战就打响了，只不过率先发起诉讼的是格力，在2016年法院判决奥克斯赔偿格力230万元之后，格力又在2017年再次起诉奥克斯专利侵权。\n2018年，双方同样是在打专利官司，奥克斯几乎都是败诉方。\n也正是在这一年，奥克斯收购了东芝的专利，这才组织了一次像样的反击。\n除了专利大战之外，格力还认为奥克斯从格力挖走了超过300名核心骨干人员。\n但格力对无底线挖人最高调的批评，可能并非针对奥克斯。\n2015年珠海工业转型升级工作会上，董明珠表示痛恨偷偷摸摸的挖人行为，称（2014年）国内知名家电企业的领导带队来珠海挖格力的人，在得知这件事后，“格力电器派人去将对方打了一顿”。\n这引发了轩然大波。\n有人认为挨打的这家企业是美的，但是美的掌门人方洪波说，从来没有挖过任何人，也绝对不会用珠海“那个企业”的人。\n方甚至说，美的和格力的竞争合作互动，促进了中国空调行业的发展。\n但董明珠也许不这么认为。\n看到美的和小米合作时，她直言“两个骗子在一起，组成了骗子集团”。\n而美的和奥克斯也不含糊，曾经和志高、海尔、海信和长虹等，联手发起“破格行动”，围剿格力。\n现在这场专利诉讼表明，这场争斗依然看不到尽头，但市场已变，新玩家虎视眈眈。\n新玩家的新武器\n目前为止，格力和奥克斯围绕专利纷争的眨眼游戏还没有停止的迹象。\n相应的，他们也把大量资源投放在了应对诉讼，以及各种营销上。\n包括美的在内，这几家头部玩家短期内都不具备吃掉对手、一统空调江湖的实力。\n格力曾经想通过提升安装服务的形式，升级这场行业霸主争夺战，但效果并不明显。\n而且市场也变了。\n经过30多年的发展，以及家电下乡、节能补贴之后，中国的空调普及率虽然低于部分发达国家成熟市场，但保有量达到了5.4亿台，市场基本饱和了。\n从这个角度看，专利战也是市场竞争变得更惨烈的表现之一。\n但通过这种工业时代的竞争方式，能否达到驱逐或者削弱竞争对手的目的，尚难定论。\n法院判决表明，这种策略有点作用，也能通过罚款震慑对手，但从根本上并不奏效。\n市场变化的另一个表现，则是来自行业外的新对手，带着前所未有的新武器，闯进来了。\n5G，以及其所代表的万物互联时代到来了。\n小米这样的互联网巨头，在占领了智能手机流量入口之后，也在向用户的客厅，包括空调进军，还专门制定了“手机+AloT”的双引擎战略。\n这是一个生态组合拳，单兵作战的空调厂家很难招架。\n就像微软在Windows中推出IE浏览器之后，原来的浏览器霸主网景很快就消失了。\n董明珠和雷军的那场金额高达10亿的赌约，实际上很可能预言了一个可怕的结局。\n2013年赌约开始，当时小米营收200多亿，格力1200亿。5年赌约到期后，格力1981亿，小米1749亿，格力赢了，但属于险胜，而且疲态尽显。\n2019年，小米轻松超过了格力。\n这种情况足以给美的和奥克斯带来启示。\n相对而言，美的情况要好些，毕竟收购了库卡。\n奥克斯虽然很早就实现了多元化，手机、汽车都有涉足，但新业务多数遇挫。\n至于格力自己，手机、汽车同样难言成功。\n没有赢家的战争\n很多人可能会认为奥克斯只是碰瓷格力，虽然郑坚江的履历虽然没有董明珠那样富有传奇色彩，却同样励志。\n他上世纪80年代就开始创业，最初只有7个员工，随后把电能表做成全球第一。\n他最擅长的就是逆袭。\n郑坚江做电能表时，全国最大的电表企业是其工厂规模的500倍，5年时间他就成了全国第一，最后变成全球第一。\n郑坚江开始造空调时，全国最大空调企业是其规模的1000倍，8年时间他又变成了国内TOP3。\n他可不是瞎指挥的外行——无论是电能表还是空调，他自己都会维修，甚至拆卸，技术水准超过专业技工。\n而且他还是一个能反思的人。\n在奥克斯横跨了电力、手机、能源、空调、医院、房地产、物流等多个产业后，他开始反思多元化，并提出了专业化。\n管理方面，他也从一个“暴君”，变成了适度放权——曾经季度、年度经营会要从早上8点开到次日凌晨两三点，而且细致到了下属的PPT什么地方该有粗体的地步。\n奥克斯甚至还搞出了一本书——《竞争，就是让对手无法安睡》。\n对于格力来说，无论是否喜欢，这都是一个强悍的对手。\n现在这个对手导演了一场专利反击战，还小有斩获，毕竟一审胜诉了。\n但在类似于小米这样的跨界巨头冲击空调行业的背景下，这场内卷很可能没有真正的赢家。\n无论是格力、奥克斯还是美的，都没有小米那样的优势——流量入口、黏性极强的粉丝，以及层出不穷且不限于空调的爆品。\n2020年，小米卖出了超过1200万台智能电视（2019年是1046万台），连续两年成为中国第一，传统电视生产商就此被挤出圈外。\n2020年的618电商大促，小米空调全平台卖出了超过2万套。今年618，新风空调品类中销量也是第一。\n而且每一个品类，小米都说自己不做平庸的产品，打的都是智能化、互联网概念。\n这让格力、奥克斯在诉讼战中投下的每一分钱，都显得意义不大。\n它们想掌控行业规则，夺得话语权，但真正改写规则的玩家并不是它们。\n到了跳出行业内卷，开眼看世界的时候了。\n法院的生效判决，该怎么处理就怎么处理，但在工业4.0时代的生存和发展之道，才是各家应该抓紧追寻的大道理。","kind":null,"is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[{"id":605776431,"gmtCreate":1639273569321,"gmtModify":1639273569417,"author":{"id":"3576924513004067","authorId":"3576924513004067","name":"Fattkhong","avatar":"https://static.tigerbbs.com/103cabc985ecc134ed2de3f8a949d852","vip":1,"crmLevel":2,"crmLevelSwitch":0,"idStr":"3576924513004067","authorIdStr":"3576924513004067"},"htmlText":"[笑哭]&nbsp;","listText":"[笑哭]&nbsp;","text":"[笑哭]","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":1,"repostSize":0,"link":"https://laohu8.com/post/605776431","repostId":2190695624,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"comments":[{"id":6945788,"gmtCreate":1639273578932,"gmtModify":1639273579023,"authorId":3576924513004067,"author":{"id":3576924513004067,"idStr":"3576924513004067","authorId":3576924513004067,"name":"Fattkhong","avatar":"https://static.tigerbbs.com/103cabc985ecc134ed2de3f8a949d852","vip":1,"crmLevel":2,"crmLevelSwitch":0,"individualDisplayBadges":[]},"repliedAuthorId":0,"objectId":605776431,"type":1,"supId":0,"prevId":0,"content":"[贱笑]","text":"[贱笑]","html":"[贱笑]"}],"langContent":"CN"},{"id":605422558,"gmtCreate":1639226213604,"gmtModify":1639226213688,"author":{"id":"3577343858256661","authorId":"3577343858256661","name":"kenp","avatar":"https://static.tigerbbs.com/658bc030049b2996b0e2f267da086675"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