以下文章来源于魔镜洞察 ，作者魔镜洞察 魔镜洞察 . 作为AI赋能的市场研究和消费者洞察公司，魔镜洞察用机器学习和AI算法，帮助品牌从海量的市场信 息中提取高增长的、有投资价值的新机会。通过SaaS系统和行业市场洞察，我们服务于数百个品牌。 2 0 2 2年射频美容仪被纳入Ⅲ类医疗器械管理，这道 "分水岭" 彻底重塑了行业格局。截至2 0 2 5 年7月，国内仅4家企业获批该资质，3家跻身主流电商销量前十，"持证" 成头部入场关键。 曾靠营销 "野蛮生长" 的行业，如今转向 "技术比拼"。2 0 2 4年主流电商近一年销售额9 8 . 5 8亿 元、销量1 9 1 2 . 3万，增长放缓；政策缓冲期，部分未获批品牌通过 "直播+补贴+降价" 以价换 量，头部品牌则聚焦 "价格带分层+功效差异化" 竞争。 魔 镜 洞 察 与 新 华 网 联 合 发 布 美 容 仪 市 场 观 察 ， 看 透 射 频 （ 销 售 额 增 2 0 2% ） 、 微 电 流 （ 增 7 3 7%）的热度，2 1 - 3 5岁群体（TGI近8 5 0）"抗初老" 前置的逻辑，读懂美容仪市场的变与不 变。 1 .四阶段演进，合规化成分水 ...

Core Viewpoint - Gree Electric's beauty device, promoted by Dong Mingzhu, claims visible results within 3 to 7 days of use, highlighting the company's focus on self-developed products to ensure quality [1] Group 1: Product Details - The beauty devices available are the Spectral Beauty Device priced at 6,600 yuan and the Microcurrent Beauty Device priced at 9,800 yuan [1] - Dong Mingzhu emphasizes personal experience with the product, stating that using it once a day for 6 minutes can lead to noticeable effects [1] Group 2: Company Strategy - Gree Electric's strategy includes promoting self-developed products to maintain high quality standards [1] - The launch of the "Dong Mingzhu Health Home" store in Inner Mongolia signifies the company's expansion into health and beauty sectors [1]

Core Viewpoint - The article discusses the evolving relationship between Dong Mingzhu and Meng Yutong, highlighting their recent collaboration in a live-streaming event for Gree Electric, which serves as a strategic move to attract younger consumers and boost sales amid declining revenue trends [3][8][39]. Group 1: Relationship Dynamics - Meng Yutong's recent social media post indicates a reconciliation with Dong Mingzhu, contrasting their previous public disputes following Meng's departure from Gree [4][5][7]. - The warm interactions between the two during the live-stream are perceived as a marketing strategy rather than genuine personal feelings, emphasizing the importance of profit over personal relationships in the business world [8][12]. Group 2: Live Streaming and Sales Performance - The live-stream event on May 23 featured over 100 Gree products and achieved significant sales, topping the "big home appliance" category shortly after its start [13][27]. - Despite the initial success, specific products like the high-end beauty device struggled to sell, indicating challenges in appealing to younger consumers [36][39]. Group 3: Company Performance and Challenges - Gree's revenue for 2024 showed a decline of 7.31% year-on-year, amounting to approximately 190 billion yuan, marking a return to 2022 levels [31][32]. - The drop in revenue is primarily attributed to a 4.29% decrease in the consumer electronics segment, particularly air conditioning, which constitutes 78.54% of total revenue [32][33]. Group 4: Strategic Shifts and Market Position - Gree is attempting to diversify its product offerings and rebrand its stores to attract younger consumers, with plans to rename stores to "Dong Mingzhu Health Home" and introduce a wider range of smart home appliances [34][36]. - The company faces intense competition, particularly from Xiaomi, which has gained market share in the air conditioning sector, further complicating Gree's efforts to maintain its market position [33][34]. Group 5: Leadership and Public Perception - Dong Mingzhu's outspoken nature and public persona contribute to her status as a media figure, which Gree leverages to enhance brand visibility [30][31]. - The company recognizes the need for a narrative beyond Dong Mingzhu's personal brand to engage younger consumers effectively, as reliance solely on her image may not suffice in the current market landscape [39].

Core Viewpoint - The recent interactions between Dong Mingzhu and Meng Yutong are seen as a strategic move to generate buzz and drive sales for Gree's products, particularly in the context of their joint appearance in a live-streaming event [4][9][32]. Group 1: Background and Relationship Dynamics - Meng Yutong's departure from Gree two years ago led to public disputes with Dong Mingzhu, but recent social media exchanges suggest a reconciliation aimed at leveraging their relationship for marketing purposes [4][5][15]. - The live-streaming event on May 23 served as a platform for both individuals to promote Gree products, indicating that their personal dynamics are being utilized for commercial gain [9][21][32]. Group 2: Financial Performance and Market Position - Gree's revenue for 2024 was reported at approximately 189.16 billion yuan, reflecting a year-on-year decline of 7.26%, marking a return to 2022 levels [26]. - The company's net profit for 2024 reached approximately 32.18 billion yuan, a 10.91% increase from the previous year, indicating strong profitability despite revenue challenges [26]. - The decline in revenue is attributed to a 4.29% drop in the consumer electronics segment, particularly in air conditioning, which constitutes 78.54% of total revenue [26][27]. Group 3: Strategic Initiatives and Market Adaptation - Gree is attempting to diversify its product offerings and attract younger consumers by rebranding its offline stores as "Dong Mingzhu Health Home," which will feature a wider range of smart home appliances [27][29]. - The company has faced challenges in its diversification efforts, with previous attempts to enter mobile phones and electric vehicles yielding limited success [31]. - The collaboration with Meng Yutong, who has a significant online following, is seen as a crucial strategy for Gree to connect with Generation Z consumers and reshape its brand image [32].