Core Viewpoint - Gree Electric Appliances has rebranded its official service account from "Dong Mingzhu Health Home" to "Gree Good Product Guide," indicating a strategic shift in branding and marketing approach [1] Group 1: Brand Strategy - On February 13, Gree Electric Appliances officially launched the new strategic brand "Dong Mingzhu Health Home" at the Gree Electric (Sichuan) 2025 brand strategy conference [3] - The brand aims to reconstruct the retail value chain through scenario-based experiences, data visualization, and intelligent interactive services [3] - As of June 26, 2025, "Dong Mingzhu Health Home" has established 656 stores, with plans to open 3,000 more across the country in 2025 [3] Group 2: Store Operations - The first "Dong Mingzhu Health Home" store in Beijing opened on March 13, with Gree's chairman, Dong Mingzhu, expressing a goal to open 10,000 such stores nationwide [3] - Multiple Gree offline stores have been renamed to "Dong Mingzhu Health Home" as part of the rebranding effort [3] Group 3: Leadership Perspective - Dong Mingzhu stated that the name change to "Dong Mingzhu Health Home" reflects a personal commitment to the brand, emphasizing the risks involved in associating her reputation with the business [3] - Concerns about over-tying personal branding to the company were addressed, with Dong Mingzhu clarifying that Gree is a publicly traded company and her name is already a trademark of the company [3] - Gree's marketing director, Zhu Lei, noted that the rebranding has not weakened the Gree brand but rather strengthened it through the new store concept [3]

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]

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]