GREE(SZ:000651) Sou Hu Cai Jing·2025-08-01 04:54Core Viewpoint - Gree Electric's marketing strategy, led by marketing director Zhu Lei, emphasizes authenticity and trust through a 48-hour live challenge in extreme conditions, showcasing the product's reliability without traditional advertising methods [1][4][9] Group 1: Marketing Strategy - The live challenge was conducted in the extreme heat of Turpan's Flaming Mountains, where Zhu Lei personally demonstrated the air conditioner's effectiveness without relying on celebrity endorsements or scripted performances [1][3] - This approach shifts the focus from merely showcasing product effectiveness to demonstrating real-life consequences, thereby enhancing consumer trust [3][4] Group 2: Trust Mechanism - In an era of content saturation, brands must create trust mechanisms rather than just content, with Zhu Lei's personal involvement serving as a powerful endorsement of Gree's product quality [4][6] - The live stream's transparency and lack of filters contributed to a more genuine connection with consumers, reinforcing the brand's credibility [6][7] Group 3: Brand Persona - The event not only highlighted the air conditioner's performance but also established Zhu Lei as a charismatic corporate persona, aligning the brand's identity with a relatable human figure [6][7] - This trend towards humanizing brands through executive visibility is seen as a future focal point in brand communication [6][7] Group 4: Value Proposition - The challenge is described as a "life-risking marketing" effort, but its true purpose is to return marketing to its core values of authenticity and trust [9] - Gree's strategy illustrates that genuine experiences can effectively convey brand values, moving away from superficial marketing tactics [9]