家电门店升级提速 格力电器加速新业态落子

Core Viewpoint - Gree Electric Appliances is accelerating its store transformation with the opening of the first "Dong Mingzhu Health Home" store in Inner Mongolia, marking a strategic move to expand into the northwest market [2][3]. Group 1: Store Transformation and Market Strategy - As of May this year, the number of "Dong Mingzhu Health Home" stores has exceeded 600 nationwide, with over 300 flagship stores, accounting for more than 50% [2]. - Gree Electric aims to complete the transformation of 3,000 stores by 2025, reflecting a significant shift in the Chinese home appliance industry's channel transformation [2][3]. - The new store design emphasizes a "de-selling" concept, integrating living scenarios like living rooms and tea rooms, which represents a shift from product segmentation to scenario integration [3]. Group 2: Health Appliance Focus and Consumer Trends - Gree Electric is focusing on health appliances and smart home solutions, responding to consumer demands for health and lifestyle experiences [3][4]. - According to the "2025 China Home Appliance Health Trend White Paper," 83% of consumers are willing to pay a premium for health technology, indicating a shift in consumer preferences [3]. Group 3: Industry Context and Competitive Landscape - Gree Electric's channel transformation is part of a broader trend in the home appliance industry, with companies like Huawei and Xiaomi also exploring smart store concepts [6]. - The integration of AI systems and a comprehensive ecosystem in stores is seen as a competitive advantage, addressing the "one-stop shopping" pain points for health living [4][6]. - The transformation from single sales terminals to full-scenario experience services is reshaping the competitive landscape, with a focus on value competition rather than price competition [6].