GREE(SZ:000651) 36氪·2025-04-07 00:12Core Viewpoint - The article discusses the controversial rebranding of Gree's stores to "Dong Mingzhu Health Home" and reflects on the company's past attempts in the smartphone market, highlighting the challenges and failures faced by Gree in this sector [4][5][92]. Group 1: Gree's Branding and Market Position - Dong Mingzhu, as the face of Gree, has tightly linked her personal brand with Gree, which is evident in her recent rebranding efforts [5][6]. - The rebranding to "Dong Mingzhu Health Home" has sparked significant public debate, similar to past controversies surrounding Gree's ventures, such as its smartphone business [4][6]. Group 2: Gree's Smartphone Journey - Gree's foray into the smartphone market began in 2015, aiming to leverage the growing trend of smart home connectivity [10][11]. - The first Gree smartphone, the "Dong Mingzhu Phone," was launched with specifications that were inferior to competitors but priced higher, leading to poor sales performance [12][13][18]. - Despite the lackluster sales, Dong Mingzhu expressed a commitment to continue the smartphone business, indicating a belief in the long-term potential of Gree's self-developed products [21][88]. Group 3: Product Analysis and Market Comparison - The Gree Damsun G5, released in December 2020, was criticized for its high price point of 2999 yuan, which did not align with its performance and features compared to competitors like Redmi K30 5G [83][84]. - The Gree Damsun G5's specifications, including a Snapdragon 765G processor and a mediocre camera system, failed to impress in a competitive market where other brands offered better value [42][68][80]. - The smartphone's market presence was further diminished by a lack of software updates and poor user experience, leading to a significant drop in consumer interest [56][91]. Group 4: Industry Context and Future Outlook - The smartphone industry is currently facing intense competition, with established brands engaging in price wars and smaller brands finding niche markets [93]. - Gree's smartphone efforts have been characterized as lacking direction and sincerity, with products that do not resonate with consumer needs or market trends [91][92]. - The article concludes that Gree's smartphone venture may ultimately be remembered as a failed experiment, overshadowed by the more successful strategies of other companies in the industry [94].