GREE(000651) 证券时报网·2025-02-19 00:49Core Viewpoint - Gree Electric Appliances is rebranding its offline stores and online live streaming channels to "Dong Mingzhu Health Home," indicating a strategic shift towards a comprehensive home appliance marketing approach and enhancing brand identity through personal branding of its chairman, Dong Mingzhu [1][2][6]. Group 1: Brand Strategy and Marketing - The rebranding initiative is part of Gree's broader strategy to promote full-category marketing and enhance retail channels, aiming to create a one-stop experience for consumers [3][4]. - Gree has initiated dealer recruitment for "Dong Mingzhu Health Home" in multiple provinces, including Shandong, Henan, Chongqing, Fujian, and Hunan, indicating a nationwide push for this new brand identity [2][5]. - The company plans to invest significant resources into upgrading the "Dong Mingzhu Health Home" brand, focusing on integrating smart home products and enhancing customer experience through innovative retail strategies [3][4]. Group 2: Personal Branding and Leadership - Dong Mingzhu's personal branding is seen as a key element in this rebranding effort, with her previous statements emphasizing her commitment to consumer engagement and accountability [2][7]. - The shift towards "Dong Mingzhu Health Home" is interpreted by some as a move to strengthen her personal brand, although Gree has not officially confirmed this interpretation [6][7]. - Dong Mingzhu has publicly stated that her goal is not to become a celebrity but to ensure consumer trust and direct accountability, positioning herself as a reliable figure in the brand's identity [7].