Core Viewpoint - The recent strategic initiative "Dong Mingzhu Health Home" by Gree Electric has significantly boosted its business, particularly in the ice washing and water purification segments, which saw increases of 24% and 40% respectively within three months [1][3]. Group 1: Business Performance - Gree's ice washing and water purification series experienced a remarkable business uplift, with sales increasing by 24% and 40% respectively in just three months [1]. - During the May Day holiday, certain stores reported a surge in sales and foot traffic, with flagship stores being crowded and high terminal activity [1]. Group 2: Strategic Factors - The success of "Dong Mingzhu Health Home" is attributed to two main factors: innovative product presentation through experiential marketing and the personal involvement of Dong Mingzhu [3]. - The initiative employs three core methods: scenario-based experiences, visual data, and smart interaction, creating a comprehensive health ecosystem [3]. Group 3: Marketing and Brand Positioning - The rebranding to "Dong Mingzhu Health Home" aims to reshape consumer perception of Gree as a comprehensive home appliance brand, moving beyond the traditional image of only selling air conditioners [5]. - The name change initially faced backlash, causing a six-day stock decline, but has since proven to be a strategic gamble with positive market response [5][10]. Group 4: Sales and Engagement - Dong Mingzhu's personal engagement in offline flagship store openings and online live streaming has significantly driven sales, with the first live stream on Taobao leading to a 300% year-on-year increase in transactions [3][10]. - The opening of the first store in Beijing generated sales of 85.6 million yuan on its first day, showcasing the effectiveness of the new branding strategy [10]. Group 5: Expansion and Conditions - As of June 2025, nearly 1,000 "Dong Mingzhu Health Home" stores have been opened nationwide, with an average of over 10 new stores opening daily [10]. - To qualify for the "Health Home" branding, stores must meet specific criteria, including operating a full range of Gree appliances and having a minimum area of 150 square meters [10].