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NEWS BSEE INSIDE AC WITH GREE


Don’t buy on the badge – buy on the performance


By Roberto Mallozzi, MD, Gree UK


people, the advertising industry says that we initially take all decisions emotionally and then we use logic and evidence to justify that initial decision. We may change our minds if our logic cannot find sufficient reasons to support our initial emotional decision. Decisions about purchasing air conditioning systems are no different. Too often we see consultants


W


recommending brand names that they think their customers will know and be happier with. No real research has been done into other brands that will do the job just as well, if not better, while increasing the installer’s profit margin and saving the end user signifcant capital expenditure.


‘ Smaller brands


are generally just as good as the well‐known ones – just not as expensive. In the current economic climate, it makes sense to move away from equipment where you pay a premium for the badge on the front.


’


deal Commercial has appointed Richard Brown as Specification Manager, focusing on the London area where he will be building relationships with consulting engineers based in the capital. Brown has spent 20 years in the commercial heating


I


We all have a tendency to make minor brands into a joke and discount them. It is not so long ago that Skoda was a car brand that was bought largely by only those who had little choice; now it has a reputation as good as any car manufacturer. All brands started somewhere and had to fight their way through.


I feel particularly


passionate about this as, in the UK, Gree is one of the brands that sometimes gets overlooked, because it is not quite as familiar in Britain as other brands. This is despite the fact that one in three air conditioning units sold worldwide are


manufactured by Gree, which has a 9,000-person


hile we all like to think we are logical business


strong R&D facility and a global reputation to uphold. In fact it supplied the air conditioning for competitors’ accommodation at the last Olympics.


Too often, consultants tell us that they like our equipment – which does everything they want it to do – but that their client would be happier with a bigger name.


Smaller brands are


generally just as good as the well-known ones – just not as expensive. In the current economic climate, it makes sense to move away from equipment where you pay a premium for the badge on the front and towards well engineered units that can make projects much more affordable.


I can understand that, when consultants and contractors are asked to put their own reputation on the line and recommend what their customers should go for, they see sticking to better known names as a safer option. But they are ultimately letting down their customers.


If you are responsible for recommending, take a good look at all the brands, large and small, and make an objective assessment based on logic and facts alone, not hype.


If you are responsible for commissioning projects on behalf of an end user, please ensure your contractors have really looked at all the options. Most smaller brand owners would happily put their equipment up against the majors on quality and performance.


http://gree.uk.com/ Dedicated humidifier spares department Specialist advice and system design World leading humidifiers


Humidifying the UK for over 30 years


Nationwide humidifier service team


New Specification Manager at Ideal Commercial


industry and joins Ideal Commercial from Remeha. He said: “I have spent the majority of my career in the London area and have built connections that will aid me in growing the business here. This is an exciting time for Ideal Commercial and I’m glad to be part of the team.”


VISIT OUR WEBSITE: www.bsee.co.uk


Contact us for free expert advice Tel: +44 (0)1903 850 200 Email: uk.sales@condair.com Web: www.condair.co.uk


Humidification and Evaporative Cooling


BUILDING SERVICES & ENVIRONMENTAL ENGINEER MARCH 2017 7


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