On March 13, Gree Electric opened its first "Dong Mingzhu Health Home" store in Beijing's Tongzhou district, signaling a major expansion beyond air conditioning into the broader home appliance market.
Chinese media outlets Yicai Global, 21st Century Business Herald, and Sina reported that Gree's chairwoman, Mingzhu Dong, attended the ribbon-cutting ceremony and announced plans to open 10,000 'Dong Mingzhu Health Home' stores across China.
Gree's full-suite smart home vision
Gree plans to launch 3,000 "Dong Mingzhu Health Home" stores in the first phase this year, with an equal mix of upgraded existing locations and new openings, according to marketing director Lei Zhu.
With over 20,000 specialty stores nationwide, Gree aims to reposition itself from an air conditioning specialist to a full-range smart home appliance brand, featuring products like refrigerators and washing machines.
Gree is transitioning from traditional retail stores to immersive smart home showrooms, where consumers can explore appliances in realistic bedroom, kitchen, and living room setups. By leveraging Dong's personal brand, Gree hopes to engage a wider customer base.
Seamless online-offline integration: a new retail model
Gree is also rebranding its online store from "Gree Dong Mingzhu Store" to "Dong Mingzhu Health Home" to create a fully integrated shopping experience. The Beijing store's grand opening was live-streamed, attracting a broader digital audience.
Attracting young shoppers with interactive experiences
To appeal to younger consumers, "Dong Mingzhu Health Home" stores will feature coffee bars, free co-working spaces, and interactive science zones, creating a lifestyle-oriented shopping experience.
Gree is set to launch a 1,000-square-meter flagship store in Zhongshan, Guangdong, offering a full-scale smart home experience.
Corporate identity vs. personal branding: striking the right balance
In response to concerns that "Dong Mingzhu Health Home" might overshadow Gree's corporate identity, Zhu clarified that all products remain Gree-branded and that Dong's public profile enhances recognition of Gree's diverse product portfolio.
The Beijing flagship store prominently displays the "Gree" logo, reinforcing both the corporate brand and Dong's influence in parallel.
Addressing speculation about the business's longevity after Dong's tenure, Zhu emphasized that Gree's focus remains on long-term growth rather than leadership transitions.
Redefining Gree's retail strategy
The Dong Mingzhu Health Home project represents a major rebranding effort for Gree, aiming to shift consumer perception while expanding its smart home footprint. With 3,000 stores launching this year and a hybrid online-offline strategy, Gree is positioning itself to challenge traditional home appliance retail models.
Article edited by Jack Wu
