Core Viewpoint - Gree Electric's marketing strategy, led by marketing director Zhu Lei, emphasizes authenticity and trust through a 48-hour live challenge in extreme conditions, showcasing the product's reliability without traditional advertising methods [1][4][9] Group 1: Marketing Strategy - The live challenge was conducted in the extreme heat of Turpan's Flaming Mountains, where Zhu Lei personally demonstrated the air conditioner's effectiveness without relying on celebrity endorsements or scripted performances [1][3] - This approach shifts the focus from merely showcasing product effectiveness to demonstrating real-life consequences, thereby enhancing consumer trust [3][4] Group 2: Trust Mechanism - In an era of content saturation, brands must create trust mechanisms rather than just content, with Zhu Lei's personal involvement serving as a powerful endorsement of Gree's product quality [4][6] - The live stream's transparency and lack of filters contributed to a more genuine connection with consumers, reinforcing the brand's credibility [6][7] Group 3: Brand Persona - The event not only highlighted the air conditioner's performance but also established Zhu Lei as a charismatic corporate persona, aligning the brand's identity with a relatable human figure [6][7] - This trend towards humanizing brands through executive visibility is seen as a future focal point in brand communication [6][7] Group 4: Value Proposition - The challenge is described as a "life-risking marketing" effort, but its true purpose is to return marketing to its core values of authenticity and trust [9] - Gree's strategy illustrates that genuine experiences can effectively convey brand values, moving away from superficial marketing tactics [9]

Group 1 - The core idea emphasizes the importance of mindset and sincerity when engaging with wealthy individuals, suggesting that technical skills are secondary [1][2][3] - Wealthy individuals possess superior social experience and information channels, making them quick to seek evidence when in doubt [2][3][4] - Deceitful tactics may work on ordinary people but are ineffective with the wealthy, who value honesty and integrity [3][4][6] Group 2 - Wealthy individuals are accustomed to seeing various solutions and prefer customized offerings over standard products [13][14][15] - Their consumption psychology is driven by exclusivity, seeking unique and limited items to enhance their status [17][18][20] - Providing tailored services that cater to their specific needs can create high value and differentiation in the market [21][22][24] Group 3 - Recommendations from wealthy individuals carry significant weight, and maintaining a strong network is crucial [24][25][26] - Wealthy consumers are less price-sensitive and prioritize experience and reputation over cost [26][27][28] - Ensuring that products meet high standards is essential for gaining referrals and maintaining credibility within affluent circles [29][30]