极目新闻记者 周浩 9月17日，"格力全屋健康家电新品战略发布会暨董明珠健康家大湾区体验中心开业仪式"在广东东莞隆重举行。不仅以2000㎡超大型体验中心为载体，首 创"家电展示+运动健康"沉浸式业态模式，现场还发布了16款全屋健康家电新品，全面展现格力电器从产品创新到生活方式引领的战略升级。 独立体验中心带来"家电+运动"新体验，16款新品重塑健康生活 不同于传统家电门店的陈列模式，广东东莞的董明珠健康家大湾区体验中心以2000㎡超大面积、全独立展厅设计，重新定义健康家电体验新场景。在这里， 格力旗下最新的家用电器、商用设备及冷链产品一应俱全。 作为格力"董明珠健康家"战略在大湾区的重要体验窗口，体验中心打造了"无风感"客厅、0油烟厨房、洁净洗护区、新鲜储鲜区等多个实景生活场景。消费 者可亲手操作、直观感受健康家电的协同运作，真正实现"看得见、摸得着"的健康生活体验。 体验中心突破家电展销的边界，将专业运动场馆直接"搬"进园区。现场配备匹克球、网球、篮球等专业场地，消费者逛完健康家无需转场，即可约上家人朋 友挥拍运动、释放活力。真正实现"买家电+享运动"一站式无缝衔接，重塑健康生活新方式。 开业当日，格力电器 ...

Core Viewpoint - Gree Electric Appliances emphasizes a long-term value strategy over participating in price wars, maintaining optimism for future growth despite a slight decline in revenue [1][2][7]. Financial Performance - In the first half of 2025, Gree reported a revenue of approximately 973 billion yuan, a year-on-year decrease of 2.46%, while net profit attributable to shareholders was about 144 billion yuan, reflecting a year-on-year increase of 1.95% [1][2]. - The net profit margin and earnings per share have improved compared to the previous year [2]. Business Strategy - Gree's approach is characterized by three key principles: structure, efficiency, and discipline [4][5][6]. - The company focuses on high-quality home appliances and efficient supply chain management to enhance profitability [4][5]. - Gree maintains a commitment to quality over price, believing that long-term trust can only be built through value [6][7]. Market Positioning - Gree's overseas revenue reached 163.35 billion yuan, marking a year-on-year increase of 10.19%, with a significant portion of exports coming from its own brand [10]. - The company aims to transition from selling capacity to selling brand value, enhancing its market position globally [10]. Growth Areas - Gree's second growth curve includes industrial products and green energy, with revenues of 95.91 billion yuan and 3.14 billion yuan respectively, showing year-on-year growth of 17.13% and 20.90% [11]. - The company is also focusing on automation and digitalization to create a sustainable business model [11]. Channel Development - The "Dong Mingzhu Healthy Home" initiative is aimed at upgrading channels from single product sales to comprehensive solutions, with a focus on customer experience and long-term relationships [12]. - The initiative has seen a balanced sales ratio between air conditioners and other home appliances, indicating successful integration of product offerings [12]. Shareholder Returns - Gree's steady profit growth and improved net profit margin reflect strong operational quality and brand premium, with earnings per share rising to 2.60 yuan [13]. - The company is committed to continuous investment in R&D, branding, and digital channel development to enhance shareholder returns [13]. Future Outlook - Gree plans to focus on structure, brand, channel, and international expansion while maintaining a cautious yet optimistic outlook for the second half of the year [14]. - The company believes that the quality of growth is more important than growth itself, aligning with its long-term strategic vision [14].

Core Viewpoint - Gree Electric insists on not participating in price wars impulsively, focusing on long-term value creation and maintaining optimism for future development despite uncertainties in the market [2][5][9]. Financial Performance - In the first half of 2025, Gree achieved operating revenue of approximately 973 billion yuan, a year-on-year decrease of 2.46%, while net profit attributable to shareholders was about 144 billion yuan, reflecting a year-on-year increase of 1.95% [2][5]. - The net profit margin and earnings per share both improved compared to the previous year [5]. Strategic Focus - Gree's strategy is centered around three key concepts: structure, efficiency, and discipline [7]. - **Structure**: Emphasis on healthy home appliances and high-quality supply, promoting categories like air conditioning, refrigeration, washing, and purification [7]. - **Efficiency**: Enhanced operational precision and tighter supply chain collaboration, positively impacting profit formation [8]. - **Discipline**: Maintaining value standards in price wars, prioritizing profit and quality over short-term sales [9]. Market Positioning - Gree aims to maintain its position as a long-term value player rather than a short-term price competitor, focusing on quality and brand trust [9][10]. - The company has made significant progress in overseas markets, with overseas revenue reaching 163.35 billion yuan, a year-on-year increase of 10.19%, and self-owned brands accounting for 70% of total exports [12]. Growth Initiatives - Gree's second growth curve includes industrial products and green energy, with revenue from these segments growing by 17.13% and 20.90% respectively in the first half of the year [14]. - The "Dong Mingzhu Healthy Home" initiative is a channel upgrade project aimed at selling solutions rather than single products, with a focus on integrating online and offline sales [15]. Future Outlook - Gree plans to continue focusing on value-driven operations, strengthening brand recognition, and expanding overseas market presence while cautiously optimistic about future growth [17].

Core Viewpoint - Gree Electric Appliances is facing significant pressure in the market, with a decline in revenue and increasing competition from brands like Midea and Xiaomi, indicating a potential shift in market dynamics [2][9][12]. Revenue and Profitability - In the first half of 2025, Gree reported revenue of approximately 973 billion yuan, a year-on-year decrease of 2.46%, while net profit attributable to shareholders was about 144 billion yuan, a year-on-year increase of 1.95% [2][9]. - Compared to Midea and Haier, Gree is the only company among the three to experience negative revenue growth [2][9]. Market Position and Competition - Gree's market share in the air conditioning sector has declined to 23.25%, down approximately 4.07% year-on-year, while Xiaomi's market share has increased to 10.94%, up 3.43% [2][13]. - The competitive landscape is shifting, with Midea and Haier showing stronger performance, particularly in the mid to high-end segments, while Gree's product offerings remain more traditional [4][5][10]. Consumer Preferences - Consumers are increasingly favoring more affordable products, with a notable shift towards low-end air conditioning units priced below 2100 yuan, which now account for over 50% of sales [6][4]. - The economic environment has led to more conservative purchasing habits among consumers, impacting Gree's sales performance [10][4]. Product Diversification and Strategy - Gree's product diversification beyond air conditioning has not yet gained significant traction, with a heavy reliance on air conditioning for approximately 79% of its revenue [10][11]. - Gree's strategy emphasizes maintaining product quality and avoiding price wars, as articulated by its market director, who expressed confidence in the brand's long-term prospects despite current challenges [15][8]. Emerging Competitors - Xiaomi is rapidly gaining market share in the home appliance sector, with significant growth in its IoT and consumer product revenue, indicating a shift in consumer preferences towards smart and affordable appliances [12][13]. - Xiaomi's sales performance in air conditioning and other home appliances has shown remarkable growth, with air conditioning unit shipments exceeding 540 million, reflecting a 60% year-on-year increase [13][14].

Core Viewpoint - Gree Electric Appliances emphasizes a long-term value strategy over participating in price wars, maintaining optimism for future growth despite a slight decline in revenue [1][2][7]. Financial Performance - In the first half of 2025, Gree reported revenue of approximately 973 billion yuan, a year-on-year decrease of 2.46%, while net profit attributable to shareholders was about 144 billion yuan, reflecting a year-on-year increase of 1.95% [1][2]. - The net profit margin and earnings per share have improved compared to the previous year [2]. Strategic Approach - Gree's strategy is encapsulated in three key terms: structure, efficiency, and discipline [4]. - **Structure**: Focus on healthy home appliances and high-quality supply, promoting categories like air conditioning, refrigeration, washing, and purification [4]. - **Efficiency**: Enhanced operational precision and tighter supply chain collaboration have positively supported profit formation [5]. - **Discipline**: Maintaining a value baseline in price wars, prioritizing profit and quality over short-term sales [6]. Market Positioning - Gree has consistently avoided impulsive participation in price wars, positioning itself as a long-term value player in the market [7]. - The company has undertaken three main initiatives: 1. Upholding product and service quality standards [8]. 2. Strengthening brand recognition and consumer memory [8]. 3. Ensuring operational quality with a focus on profit margins and customer satisfaction [8]. International Growth - Gree's overseas revenue reached 163.35 billion yuan in the first half of the year, marking a 10.19% increase year-on-year, with 70% of exports attributed to its own brand [10]. - The company aims to transition from selling capacity to selling brand value, enhancing its bargaining power and customer loyalty [10]. Second Growth Curve - Gree's second growth curve includes industrial products and green energy, with revenue of 95.91 billion yuan in this segment, reflecting a 17.13% year-on-year increase [11]. - The smart equipment segment also showed strong growth, with a revenue increase of 20.90% [11]. Channel Strategy - The "Dong Mingzhu Healthy Home" initiative focuses on upgrading channels from single product sales to solution-based offerings, with a principle of "same model, same price, same service" [12]. - The integration of online and offline channels is set to enhance long-term customer relationships [12]. Financial Quality and Shareholder Returns - The steady growth in profit and net profit margin indicates a solid foundation of operational quality and brand premium [13]. - Earnings per share increased to 2.60 yuan, reflecting the company's commitment to shareholder returns and long-term value [13]. Future Outlook - Gree plans to focus on structure, brand, channels, and international expansion while maintaining a cautious yet optimistic outlook for the future [14]. - The company believes that the quality of growth is more important than growth itself, aligning with its long-term vision [14].

Core Viewpoint - Gree Electric Appliances emphasizes a long-term value strategy over participating in price wars, maintaining optimism for future growth despite a slight decline in revenue [2][3][8]. Financial Performance - In the first half of 2025, Gree reported total revenue of approximately 973 billion yuan, a year-on-year decrease of 2.46%, while net profit attributable to shareholders was about 144 billion yuan, reflecting a year-on-year increase of 1.95% [2][3]. - The net profit margin and earnings per share have improved compared to the previous year [3]. Operational Strategy - The company focuses on three key areas: structure, efficiency, and discipline [4]. - **Structure**: Gree is committed to developing healthy home appliances and high-quality supply, particularly in categories like air conditioning, refrigeration, washing, and purification [5]. - **Efficiency**: Enhanced operational precision and tighter supply chain collaboration have positively impacted profitability [6]. - **Discipline**: Gree prioritizes maintaining value over engaging in price wars, ensuring product and service quality [7]. Market Positioning - Gree has maintained a consistent approach over 35 years, avoiding impulsive participation in price wars and focusing on long-term value creation [8]. - The company aims to uphold product and service standards, strengthen brand recognition, and ensure sustainable operational quality [8]. International Expansion - Gree's overseas revenue reached 163.35 billion yuan in the first half of the year, marking a 10.19% increase year-on-year, with 70% of exports attributed to its own brand [9]. - The company is transitioning from selling capacity to selling brand value, enhancing its bargaining power and customer loyalty [9][10]. Second Growth Curve - Gree's industrial products and green energy sectors showed significant growth, with revenues of 95.91 billion yuan (up 17.13%) and 3.14 billion yuan (up 20.90%) respectively [11]. - The company’s focus on core components and green solutions is expected to enhance resilience against market fluctuations [11]. Channel Strategy - The "Dong Mingzhu Healthy Home" initiative aims to upgrade channels from single product sales to comprehensive solutions, ensuring consistency in pricing and service [12]. - The integration of online and offline channels is designed to foster long-term customer relationships rather than just immediate sales [13]. Financial Quality and Shareholder Returns - The steady growth in profit and net profit margin indicates a solid foundation for operational quality and brand premium [14]. - Gree's earnings per share increased to 2.60 yuan, reflecting a commitment to shareholder returns and long-term strategies [14]. Future Outlook - Gree plans to focus on structure, brand, channels, and international expansion while maintaining a cautious yet optimistic outlook for the future [16]. - The company believes that the quality of growth is more important than growth itself, emphasizing the importance of executing well today for a better tomorrow [16].

Core Viewpoint - The article discusses the recent rebranding of Gree Electric's WeChat account from "Gree Dong Mingzhu Store" to "Dong Mingzhu Health Home," highlighting the strategic shift and the public's reaction to it [5][15]. Group 1: Rebranding and Strategic Shift - Gree Electric officially launched its new strategic brand "Dong Mingzhu Health Home" during the brand strategy conference on February 13, 2025 [7]. - The rebranding has sparked significant discussion among netizens, with some humorously suggesting that similar names could be used for other brands [9]. - The name change was necessary due to Tencent WeChat platform rules, which require that two accounts cannot share the same name, facilitating the launch of the online "Dong Mingzhu Health Home" store [15]. Group 2: Marketing Efforts - Dong Mingzhu has actively promoted Gree's products, emphasizing the freshness and energy-saving features of their refrigerators [16]. - The company is engaging customers with promotional activities, including a lottery for a free stay at a five-star hotel [18].

Group 1 - Gree Electric's official WeChat account "Dong Mingzhu Health Home" was renamed to "Gree Good Product Guide" on August 13, 2025, to prepare for the launch of the online "Dong Mingzhu Health Home" store [1][4] - The company plans to open 10,000 "Dong Mingzhu Health Home" stores nationwide, with an initial target of 3,000 stores for the year, starting with 500 stores in March 2025 [6] - Gree Electric's chairman, Dong Mingzhu, was re-elected as a non-independent director for another three years during the shareholder meeting held on April 22, 2025, indicating her continued leadership role [8] Group 2 - Dong Mingzhu emphasized the importance of innovation in response to criticism regarding the design of the "Rose Air Conditioner," asserting that it is the world's first of its kind [9] - The company is focusing on promoting its energy-efficient appliances, highlighting the freshness preservation capabilities of its refrigerators [9][11]

Group 1 - Gree Electric's official account "Dong Mingzhu Health Home" was renamed to "Gree Good Product Guide" on August 13, 2025, due to Tencent WeChat platform rules requiring unique names for accounts [1] - The name change is part of a strategy to prepare for the launch of the online "Dong Mingzhu Health Home" mall, which was announced in February 2025 [1] - The account has undergone three name changes since its inception, reflecting the company's evolving branding strategy [1] Group 2 - The first "Dong Mingzhu Health Home" store opened in Beijing on March 13, 2025, with plans to establish 10,000 stores nationwide [2] - As of March 18, 2025, the Beijing store recorded 2,000 visitors and sales of 6.6 million yuan, with online platforms generating over 1.6 million yuan in sales [2] - The Inner Mongolia store opened on August 5, 2025, with live streaming sales conducted by Dong Mingzhu and her team [2] Group 3 - The sales ratio of air conditioning to non-air products in the Beijing store was approximately 7:3 at opening, which improved to 1:1 during the trial phase of the Inner Mongolia store, indicating increased consumer awareness of Gree's full range of health appliances [4] - The Inner Mongolia store achieved over 2 million yuan in sales within four days of trial operation [4] - Dong Mingzhu emphasized that her personal brand is not tied to Gree, stating that her advertising efforts have saved the company significant costs [4] Group 4 - Gree Electric aims to establish 3,000 "Dong Mingzhu Health Home" stores this year, with 800 already opened as of now [5] - The initial batch of 500 stores was launched in March 2025, with the remaining 2,500 planned to open gradually [5]

Core Viewpoint - The recent renaming of "董明珠健康家" to "格力好物指南" is part of a strategic adjustment by Gree Electric Appliances to prepare for the launch of its online store and comply with platform naming rules [1][4][6]. Group 1: Company Strategy - Gree Electric's market director, Zhu Lei, stated that the renaming is a preparatory step for the online store "董明珠健康家" and does not affect offline operations [6]. - The company aims to establish 3,000 "董明珠健康家" stores this year, with an initial batch of 500 set to launch in March [5][8]. - The selection criteria for upgrading to "董明珠健康家" include meeting performance targets for 2023 and 2024, with allocations based on sales performance [5]. Group 2: Market Response - As of now, Gree has opened over 800 "董明珠健康家" stores, with plans to continue a strategy of opening one store at a time, ensuring each is more mature and complete than the last [8]. - The market response has shown significant improvement, with the sales ratio of air conditioning to non-air conditioning products shifting from 7:3 to 1:1 in a trial store, indicating increased consumer awareness and purchasing intent for Gree's full range of health appliances [8]. - The trial store in Baotou achieved over 2 million in sales within four days of operation [8].