GREE(SZ:000651) Jing Ji Wang·2025-06-09 03:43Core Viewpoint - Gree Electric's "Dong Mingzhu Health Home" brand is expanding its national presence with the opening of its first flagship store in Changsha, Hunan, focusing on a comprehensive health living solution through immersive experiences and smart technology [1][2]. Group 1: Store Opening and Concept - The flagship store, covering over 1,000 square meters, emphasizes a health concept centered around "air-water-diet" and aims to provide a full-home health living solution [1]. - The store features five experiential areas including air conditioning, refrigerators, washing machines, whole-house water purification, and small appliances, allowing consumers to experience a "one-click linkage" health living scenario [2]. Group 2: Strategic Expansion Plans - Gree plans to open 3,000 "Dong Mingzhu Health Home" stores nationwide by 2025, with the Changsha flagship serving as a benchmark for the Central China region and promoting the health living concept [4]. Group 3: Marketing and Brand Strategy - The opening event will include a live broadcast featuring Gree's chairman Dong Mingzhu and her former co-stars from a popular variety show, aiming to connect emotionally with the audience and enhance brand youthfulness and entertainment marketing [5]. - The integration of product experience, celebrity IP, and live marketing is expected to strengthen the brand's technological image and reach younger demographics, potentially creating a "breakthrough" effect [8]. Group 4: Industry Positioning and Transformation - Gree is accelerating its transformation into the health home sector, leveraging its patented technologies in air conditioning, water purification, and cold chain preservation to establish a comprehensive health protection system [6]. - The opening of the Changsha flagship store marks Gree's deep penetration into the Central China market and sets a standard for future nationwide store operations [6].