“董明珠健康家”更名“格力好物指南”

Core Viewpoint - Gree Electric Appliances has rebranded its official service account from "Dong Mingzhu Health Home" to "Gree Good Product Guide," indicating a strategic shift in branding and marketing approach [1] Group 1: Brand Strategy - On February 13, Gree Electric Appliances officially launched the new strategic brand "Dong Mingzhu Health Home" at the Gree Electric (Sichuan) 2025 brand strategy conference [3] - The brand aims to reconstruct the retail value chain through scenario-based experiences, data visualization, and intelligent interactive services [3] - As of June 26, 2025, "Dong Mingzhu Health Home" has established 656 stores, with plans to open 3,000 more across the country in 2025 [3] Group 2: Store Operations - The first "Dong Mingzhu Health Home" store in Beijing opened on March 13, with Gree's chairman, Dong Mingzhu, expressing a goal to open 10,000 such stores nationwide [3] - Multiple Gree offline stores have been renamed to "Dong Mingzhu Health Home" as part of the rebranding effort [3] Group 3: Leadership Perspective - Dong Mingzhu stated that the name change to "Dong Mingzhu Health Home" reflects a personal commitment to the brand, emphasizing the risks involved in associating her reputation with the business [3] - Concerns about over-tying personal branding to the company were addressed, with Dong Mingzhu clarifying that Gree is a publicly traded company and her name is already a trademark of the company [3] - Gree's marketing director, Zhu Lei, noted that the rebranding has not weakened the Gree brand but rather strengthened it through the new store concept [3]