Gree Electric has become a “Dong Mingzhu’s health home”, and 70-year-old Dong Mingzhu has once again strengthened his personal IP

Blue Whale News, February 17 (Reporter Hao Yan)Overnight, many Gree Electric Appliances stores changed greatly.

Recently, Blue Whale reporters discovered that the signboards of Gree Electric’s offline stores and some online live broadcast rooms in many places have been updated to Dong Mingzhu’s Health Home.

From Gree mobile phones to rose air conditioners to today’s Dong Mingzhu Health Home, the controversial Dong Mingzhu is integrating more and more personal IPs into the brand.

From live broadcast rooms to offline stores, Gree Electric has transformed into Dong Mingzhu’s health home”

Recently, many netizens have posted pictures of Dong Mingzhu’s healthy home on social platforms. This is not a new project for Dong Mingzhu to set up a separate portal, but the recent brand transformation of the previous Gree Electric Store.

According to the Weixin Official Accounts of Sichuan Gree Electric Appliances, on February 13, at the Gree Electric Appliances (Sichuan)2025 brand strategy conference, Gree’s new strategic brand Dong Mingzhu Health Home was officially released. Gree said that Dong Mingzhu Health Home will reconstruct the retail value chain through scene-based experience data visualization and intelligent interactive services. Gao Jie, head of Zhuhai Gree terminal construction, said that the new release of Dong Mingzhu Health Home will be a brand revolution from products to services, from space to experience, and Gree’s beautiful commitment to hundreds of millions of families.

Photo source: Sichuan Gree Electric

Blue Whale News reporter learned that in addition to Chengdu, Sichuan, offline stores in Shandong, Hainan, Chongqing, Jiangxi and other places have also completed relevant renovations. In addition, many regional stores have also completed the renaming of online live broadcast rooms. The reporter asked the anchor of the live broadcast room, and the anchor responded that the live broadcast room was Gree’s official live broadcast room, and the account name had just been changed recently.

Blue Whale News inquired through the Sky Eye Check APP and has not found the registration of Dong Mingzhu’s health home related trademarks. Blue Whale News called the board secretary of Gree Electric Appliances in this regard, and the other party said that it was not clear about the situation and needed to verify it.

From Gree’s mobile phone to Dong Mingzhu’s health home, will Gree carry out personal IP to the end?

Dong Mingzhu’s brand in Gree Electric is constantly enhanced.

As early as around 2015, Dong Mingzhu had shifted a lot of focus to the mobile phone business. At that time, Dong Mingzhu, who was immersed in the Heleijun bet, once threatened that Gree Mobile would kill Xiaomi within three years and become the world’s number one. Later, compared with sales, the story of the original Gree mobile phone using Dong Mingzhu’s personal avatar as the boot screen spread more widely.

The rose air conditioner, which will be controversial on the Internet in 2024, is a major case in which Dong Mingzhu’s personal aesthetic interests dominate Gree.

In January 2024, a rose air conditioner owned by Gree Electric caused controversy among netizens and was criticized for its ugly and earthy aesthetics in the 1990s. In the CCTV Financial “Dialogue” program on March 2, 2024, Dong Mingzhu responded: The design of rose air conditioners actually wants to integrate more with family life. Many people complain that Dong Mingzhu is a good country, and various people evaluate it from different dimensions. To constantly innovate and turn air conditioners into works of art at home. This is my goal.

Now Dong Mingzhu’s name has directly replaced Gree in the store sign.

Judging from the history of business development, although it is not uncommon for personal IP to enter enterprises, it is relatively rare for professional managers to be so prominent.

“Mao Geping uses Mao Geping for cosmetics, and the founder’s name for overseas luxury goods. These are all okay because they have strong personal attributes and represent personal abilities. However, Gree Electric does not rely on personal abilities. Gree is not Dong Mingzhu’s own company. Dong Mingzhu should be a professional manager strictly. rdquo; Aheida public relations founder and public relations expert Yao Suxin told Blue Whale News.

For a listed company, is Gree’s IP transformation a traffic password or a hidden danger?“”“”

Yao Suxin believes that Gree’s advantages and disadvantages are obvious. She pointed out that the communication of personal image is more penetrating and is in line with the current communication environment. Dong Mingzhu’s strong sense of existence can represent Gree to a certain extent. Moreover, controversial traffic also has many fans.& rdquo;

But from another perspective, these advantages may also turn into hidden dangers, strongly binding individuals and excessively linking the fate of the company to individuals. This is not suitable for large companies, and her personal image is actually very controversial. rdquo;

In addition, Xiong Shishi, an expert on the Whale Platform think tank and deputy general manager of the new consumer business department of Hejun Consulting Partner, also believes that Gree Electric’s move has certain hidden dangers in public opinion: it is too personal IP. Whether it is retired or not, it has its own channels to follow individuals. If the bond is too deep, the public opinion risk will increase. rdquo;

There is no doubt that Dong Mingzhu has become the most prominent symbol of Gree Electric Appliances at present. However, when the company and personal IP are too deeply bound, once Dong Mingzhu retires or other variables occur, Gree Electric will undoubtedly face a brand identity crisis.

At the Henan Gree 2025 Annual Marketing Summit held in August 2024, Dong Mingzhu once said, I am also an old man. I have not retired yet at the age of 70. You must take the baton well.” rdquo;