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格力市场总监朱磊:过去说董明珠走过的路寸草不生,但如今她领导的行业枝繁叶茂
凤凰网财经· 2025-07-03 12:32
凤凰网财经讯 6月28-29日,"2025中国企业出海高峰论坛"在深圳举行,本次论坛由凤凰网主办,雪花超 高端系列品牌-醴首席赞助合作,中国企业出海全球化理事会联合主办,以"为开放的世界"为主题,旨 在全球产业链深度重构之际,为中国企业搭建思想碰撞、资源对 接、规则对话的高端平台,系统性破 解出海难题,共探生态共赢转型路径。 朱磊指出,有些企业现在把规模做得很大,但利润非常脆弱,来一点风吹草动就扛不住了。他还表示, 靠这种低端产业链铺盘子、做规模,对消费者也不好,消费者得消费层次并没有上去。 他认为,制造业要给消费者更好的生活享受,所以行业里一定要有先行者、有领导者,为这个行业撑起 一片天。他表示,格力在海外做到超过13%的净利润,所以才会有别的空调企业能够把它的净利润做到 接近10%。空调行业能有这个净利润,就是因为有格力撑着,在国外、在国内逻辑是一样的。 点击在 看 持续关注↓↓↓ 在交流现场,格力电器市场总监朱磊向凤凰网财经表示,全球的空调、冰箱、洗衣机、电视机,中国都 是最大的生产制造国,但是全世界排名第一的冰箱品牌,不一定是中国品牌;全世界排名第一的洗衣机 品牌,但不一定是中国品牌。"但是全世界最好 ...
爆火!董明珠健康家3个月狂开千家店,网友真香了?
Sou Hu Cai Jing· 2025-07-03 06:55
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].
首进城市核心卖场的董明珠健康家,正撕下“格力=空调”的标签
Sou Hu Cai Jing· 2025-06-13 06:24
齐鲁晚报·齐鲁壹点 许昱洲 可以看出,从格力电器门店到董明珠健康家,品牌的转变并非简单的名称更替,而是格力基于市场需求和自身发展做出的战略 升级。爆改后的格力美学空间,涵盖从客厅、卧室,到厨房、卫生间的全场景家庭生活,全方位引领行业朝着更加注重消费者 体验和健康生活理念的方向发展。格力曾表示,"董明珠健康家"的推出,是格力重构零售价值链的重要一步,随着多元化战略 的推进,格力产品已覆盖家用空调、暖通空调、冰箱、洗衣机、热水器、厨房电器、环境电器、智能楼宇、智能家居等多个领 域。同时突破了传统专卖店模式,打造了沉浸式体验空间,通过智能交互和场景化体验,构建起新的健康家居生态。 选择在山东开出董明珠健康家的"卖场首店",格力看中的正是其巨大的市场潜力。作为经济与人口大省,山东家电消费市场活 力强劲,升级趋势明显,尤其在健康、智能家电领域需求旺盛。同时,山东省近年持续加力扩围"两新"政策,更为家电行业的 发展提供了肥沃土壤。 "好空调 格力造"曾是山东消费者对格力的深刻印象。近日,格力的一项新举动正有力打破"格力=空调"这一固有认知——董明珠 健康家亮相山东寿光,正为当地市民消费者传递着超越空调范畴的健康智慧生活方 ...
“董明珠健康家”全国布局再落一子!长沙旗舰店即将盛大开业
Jing Ji Wang· 2025-06-09 03:43
格力电器旗下智慧健康家居品牌"董明珠健康家"全国布局再落一子!6月10日,全国首家超1000平 方米的"董明珠健康家"旗舰店将在湖南长沙核心商圈万家丽广场盛大开业。该店以"空气-水质-膳 食"三位一体健康理念为核心,通过沉浸式场景体验与智能科技交互,为消费者打造全屋健康生活解决 方案。更令人期待的是,格力电器董事长兼总裁董明珠将亲自开启直播,再现四年前芒果TV《初入职 场的我们》经典组合,共同开启"匠心制造,智耀湖南"主题盛宴。 2025年,格力计划在全国开设3000家"董明珠健康家"门店,长沙旗舰店作为华中地区标杆,将辐射 湖南及周边省份,推动健康生活理念的普及。 千平旗舰店领航健康家居新生态 综艺"铁三角"再合体, 直播引爆情怀与流量 6月10日上午,董明珠将亲自参与开业仪式并和两位综艺老友直播活动。2021年芒果TV职场综艺 《初入职场的我们》曾创下现象级热度,收获众多观众好评。时隔四年,三人从职场综艺走向实业舞 台,此次合体既是情怀联动,更是企业品牌年轻化、娱乐化营销的重要举措。 据悉,直播除了开业仪式,还将见证三人化身"健康生活体验官"带领观众探店体验,通过趣味互动 演示产品功能,并分享健康生活心得 ...
董明珠健康家郑州中原店开业!董明珠又播了150分钟
Xin Lang Ke Ji· 2025-06-06 11:05
Core Viewpoint - Gree Electric's "Dong Mingzhu Health Home" has opened over 600 stores nationwide, emphasizing health and consumer responsibility through innovative products and direct engagement with customers [2][12]. Group 1: Store Openings and Sales Performance - As of May, the number of "Dong Mingzhu Health Home" stores has exceeded 600, with sales performance surpassing expectations [12]. - The first day of the Beijing store's opening saw online and offline sales exceed 85.6 million yuan [12]. - The initiative aims to change consumer perceptions of Gree as solely an air conditioning brand, with positive feedback on sales of other products like audio systems and washing machines [12]. Group 2: Product Innovation and Health Focus - The "wind does not blow people" technology in Gree's air conditioners aims to reduce health issues associated with prolonged air conditioning use [3][6]. - Gree's fresh flower refrigerator utilizes anti-oxidation technology to preserve fruits and vegetables for up to 25 days, enhancing nutritional storage [6]. - The company emphasizes the importance of health in product design, stating that consumers should prioritize health over price when purchasing appliances [8]. Group 3: Corporate Philosophy and Quality Control - Gree Electric insists on self-manufacturing to maintain quality control, rejecting the practice of outsourcing production [9]. - The company aims to ensure that every production process meets high standards, which is reflected in their long warranty policies, such as a "10-year free repair" for air conditioners [9]. - The commitment to honesty and transparency in marketing is highlighted, with a focus on building trust in the internet age [10].
董明珠现身郑州
Sou Hu Cai Jing· 2025-06-05 02:51
【大河财立方 记者 程帅星 文图】6月5日,董明珠健康家郑州中原店开业。格力电器董事长董明珠现身开业仪式,并在店内直播。格力电器总部一名工作 人员告诉大河财立方记者,这是董明珠继今年3月份参加北京首店开业仪式后,第二次亮相董明珠健康家门店开业活动。 董明珠健康家是格力电器今年推出的全品类家电体验门店。位于中原区华山路伊河路交叉口北的董明珠健康家郑州中原店,是董明珠健康家"河南形象 店",总面积531平方米,是河南最大的董明珠健康家门店。 该店设置玫瑰空调场景区、健康厨房展示区、冰箱净水展示区等,致力于与传统家电卖场形成差异,打破"格力=空调"的固有认知,展示格力多元化的产 品矩阵,让顾客认识到格力在健康家电多个领域的布局和发展。 格力电器市场总监朱磊告诉大河财立方记者,董明珠健康家借助董明珠本人的IP,契合当下年轻人群体流行的"活人感",同时也服务于公众对于健康生活 的需求。 "中原地区消费需求非常旺盛,郑州的历史文化底蕴、交通地位、市场地位都很重要,这也是董总现身郑州开业现场的原因。未来,董明珠健康家将'成熟 一家,开一家',更好地服务市场需求。"朱磊说。 早在今年2月,全国多地的格力专卖店将店名或线上直播 ...
第一批顶流老板,正在被逼退网
Sou Hu Cai Jing· 2025-06-03 07:43
顶流企业家也顶不住了,内卷的风,终于刮到了他们头上。 在流量至上的时代,不想当顶流的老板,不是好老板,无法精准捕捉消费者情绪的企业,不是好企业。 可惜赛道拥挤,消费者越来越难哄,哪怕老板亲自下场,也力不从心。 在激战正酣的外卖大战中,刘强东披上红战袍送起外卖。而他的"对家",曾以敢言著称的美团灵魂人物王兴,早已从公众视野中"隐退"。 曾经"生死看淡,不服就干"的顶流企业家们,如今沉默的沉默、崩溃的崩溃、转身的转身—— 虽看似偶然,但每一种选择,都是对当下环境的回应。 小米SU7高速智驾事故后,曾在发布会上热泪盈眶谈情怀、在微博深夜和粉丝互动的雷军,罕见沉寂一个月,5月22日再现发布会时,身形消瘦,少了金 句,多了数据。 就在隔天晚上,"铁娘子"董明珠与"反目"两年的前秘书孟羽童突然合体直播,一夜之间,两年的仇怨悄然化解。 几乎是同一时期,商超顶流胖东来创始人于东来,濒临崩溃,差点退网。 而当斥资17亿投资的哪吒汽车堕入至暗时刻,周鸿祎转身离开,将流量重心从新能源引向AI领域。 长期站在舆论中心的企业家,是否正经历"舆论疲劳"?他们是"个人"还是"品牌"?这种身份错位,如何影响他们的表达选择? "好马不吃回头草 ...
董明珠孟羽童“520”和解 共同直播能否化解格力电器营收焦虑
Xin Jing Bao· 2025-05-21 07:58
Group 1 - The core message of the news is the upcoming joint live stream between Dong Mingzhu and Meng Yutong, which is seen as a reconciliation after a period of tension between them [1][2][4] - Gree Electric's revenue growth is under pressure for 2024, and Dong Mingzhu's re-election as chairman emphasizes the importance of improving company performance, with Meng Yutong's popularity potentially aiding this effort [1][5][6] - Meng Yutong's departure from Gree Electric and her subsequent career choices have been a topic of public interest, with her expressing gratitude towards Dong Mingzhu despite the challenges faced [2][3][6] Group 2 - The live stream scheduled for May 23 is part of Gree Electric's strategy to adapt to changing market dynamics, with live streaming becoming a key sales channel [4][5] - Gree Electric's new brand strategy, "Dong Mingzhu Health Home," aims to enhance retail value through innovative customer experiences, although it has faced some public skepticism [5][6] - The competitive landscape in the air conditioning market is intensifying, with companies like Xiaomi aiming to increase their market share, putting additional pressure on Gree Electric [5][6]
东兴证券晨报-2025-03-19
Dongxing Securities· 2025-03-19 01:55
东 兴 晨 报 东兴晨报 P1 分析师推荐 【东兴非银】证券行业:学习两会精神,行业监管改革稳步推进 (20250314) 事件:3 月 11 日,中国证监会党委召开扩大会议,深入学习习近平总书记在 全国两会期间的重要讲话精神和全国两会精神,研究部署资本市场贯彻落实 具体举措。 点评:会议指出要紧扣防风险、强监管、促高质量发展的工作主线,加快推 进新一轮资本市场改革开放,不断筑牢股市健康发展的根基。具体举措包括: 1.全力巩固市场回稳向好势头。强化上市公司增强回报投资者的意识和能力, 更大力度推动中长期资金入市指导意见及实施方案落实落地,加强战略性力 量储备和稳市机制建设,坚决守住风险底线; 2.在支持科技创新和新质生产力发展上持续加力。增强制度包容性、适应性, 支持优质未盈利科技企业发行上市,稳妥恢复科创板第五套标准适用,尽快 推出具有示范意义的典型案例,更好促进科技创新和产业创新融合发展; 3.进一步全面深化资本市场改革。以深化投融资综合改革为牵引,全面启动 实施新一轮资本市场改革,推动各项改革举措平稳落地,取得可感可及的改 革成果; 4.坚定扩大资本市场高水平制度型开放。研究制定资本市场对外开放总体规 ...