Group 1 - The core point of the article is the rebranding of Gree Electric's service account from "Dong Mingzhu Health Home" to "Gree Good Goods Guide," reflecting the company's strategic brand upgrade [1] - The service account has undergone three name changes in the past year and a half, indicating a dynamic branding strategy [1] - The rebranding aligns with Gree's broader strategy to transition from product manufacturing to health services, enhancing emotional connections with consumers [1] Group 2 - The initial launch of the "Dong Mingzhu Health Home" brand occurred on February 13, 2025, as part of a nationwide store renaming initiative [1] - Chairman Dong Mingzhu emphasized the importance of leveraging personal reputation to convert "trust flow" into "quality recognition" [1] - The changes in branding are part of Gree's efforts to strengthen its market position and consumer engagement [1]

Core Viewpoint - Gree Electric Appliances has renamed its public account from "Dong Mingzhu Healthy Home" to "Gree Good Products Guide" as part of a strategy to prepare for the launch of an online store under the same name [1] Group 1 - The name change of the public account reflects Gree's intention to streamline its branding and align with its online initiatives [1] - A source close to Gree indicated that the renaming is necessary due to Tencent WeChat platform rules, which prevent two accounts from sharing the same name [1] - The company plans to launch an online store named "Dong Mingzhu Healthy Home," which necessitated the renaming of the existing public account [1]

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].

编辑：付梦影 审定：金官 核发：李健军 今年2月13日，格力电器曾在四川的品牌战略发布会上正式推出"董明珠健康家"新品牌，宣称将通过场景化体验、数据可视化和智能交互服务，重构零售 价值链，打造"从产品到服务、从空间到体验"的品牌革命。此举曾被视为格力电器强化"董明珠个人IP"之举。 3月13日，董明珠现身"董明珠健康家"北京首店开业仪式。她对媒体表示，希望开10000家"董明珠健康家"店。 来源：蓝鲸新闻 新闻荐读 8月13日下午，格力电器公众号、服务号"董明珠健康家"更名为"格力好物指南"。该账号的名称记录显示，2024年3月11日，"格力电器"认证"格力董明珠 店"；2025年04月27日，"格力董明珠店"认证"董明珠健康家"；2025年8月13日，"董明珠健康家"认证"格力好物指南"。 点亮 ...

Core Viewpoint - Gree Electric Appliances has rebranded its service account from "Dong Mingzhu Health Home" to "Gree Good Product Guide" on August 13, 2025, indicating a strategic shift in its branding approach [1] Summary by Relevant Sections - **Branding Changes** - The service account underwent a name change from "Dong Mingzhu Health Home" to "Gree Good Product Guide" on August 13, 2025 [1] - The account's name history shows a progression of branding, starting with "Gree Dong Mingzhu Store" certified on March 11, 2024, followed by the certification of "Dong Mingzhu Health Home" on April 27, 2025 [1] - **Timeline of Certifications** - March 11, 2024: "Gree Dong Mingzhu Store" was certified [1] - April 27, 2025: "Dong Mingzhu Health Home" was certified [1] - August 13, 2025: "Dong Mingzhu Health Home" was rebranded to "Gree Good Product Guide" [1]

Group 1 - The core viewpoint of the article is the rebranding of Gree Electric's public account from "Dong Mingzhu Health Home" to "Gree Good Product Guide" on August 13 [1] - The public account has undergone two previous name changes in a span of over a year, first changing from "Gree Electric" to "Gree Dong Mingzhu Store" on March 11, 2024, and then to "Dong Mingzhu Health Home" on April 27, 2025 [5] - The associated video account has not yet been renamed following this latest change [5]

Group 1 - The core point of the article is the rebranding of Gree Electric's WeChat account from "Dong Mingzhu Health Home" to "Gree Good Product Guide" to comply with Tencent WeChat platform rules [1] - The internal source from Gree Electric explained that the name change is necessary to prepare for the launch of the online "Dong Mingzhu Health Home" store [1] - The reason for the name change is due to the requirement that two accounts cannot share the same name on the WeChat platform [1]

责任编辑：何俊熹 新浪科技讯 8月13日晚间消息，格力电器公众号、服务号"董明珠健康家"今日更名为"格力好物指南"。 对于该名称变化，格力电器今日晚间回应新浪科技，此次变更的原因为："我们要把小程序上的'格力董 明珠店'改为'董明珠健康家'，但是根据腾讯微信平台的规则，现在的情况两个账号不能共用名字，需要 公众号改名以后，把'董明珠健康家'的名字让出来，为线上'董明珠健康家'商城的上线做准备。"（文 猛） ...

Group 1 - Gree Electric Appliances has officially renamed its WeChat public account from "Dong Mingzhu Healthy Home" to "Gree Good Products Guide" on August 13, 2025 [1] - The public account has undergone three name changes in the past year, with the latest change being from "Dong Mingzhu Healthy Home" to "Gree Good Products Guide" [5] - The brand strategy "Dong Mingzhu Healthy Home" was launched on February 13, 2025, during a brand strategy conference in Sichuan, aiming to transform Gree from product manufacturing to health services [7] Group 2 - The renaming of the public account is part of a broader strategy to convert "trust traffic" into "quality recognition," enhancing emotional connections with consumers [7] - The name changes have prompted widespread discussion within the industry, indicating a significant shift in Gree's branding approach [7]

8月13日下午，格力电器公众号、服务号"董明珠健康家"更名为"格力好物指南"。该账号的名称记录显 示，2024年3月11日，"格力电器"认证"格力董明珠店"；2025年04月27日，"格力董明珠店"认证"董明珠 健康家"；2025年8月13日，"董明珠健康家"认证"格力好物指南"。 ...