At the China Brand Festival, Gree Electric Chairwoman Dong Mingzhu doubled down on her defense of the highly debated Rose air conditioner, characteristically defiant in the face of criticism surrounding its design.
Addressing concerns that the Rose air conditioner’s design appeared dated and lacked modern appeal, Dong minced no words, stating, “If you don’t like it, someone else will; I will insist on innovation.” She further challenged critics, retorting, “Perhaps the Rose air conditioner isn’t the most beautiful, but it’s the world’s first. Do you dare to create something like this?”
The Rose variable frequency cooling and heating cabinet air conditioner, priced at a premium 32,999 yuan (approximately $4,500 USD), is showcased in Gree’s official online store, emphasizing its unique positioning. Product descriptions highlight its original, bio-inspired rose exterior and 3D stereoscopic ink silk-screen printing process. Its 3 horsepower, Tier 1 energy efficiency rating underlines Gree’s well-established technical prowess. It is a bold move in the competitive HVAC market.
Dong has consistently displayed a detached attitude concerning the design controversy. Previously, when responding to comments labeling it “rustic,” she stated “I don’t care”, and elaborated on her product philosophy: “We are constantly innovating; we must turn the air conditioner into a work of art for the home. This is my goal.” The strategy reflects Gree’s ambition to elevate its products beyond mere functionality.
According to Dong, the Rose air conditioner was designed with a clear emotional target in mind – newlyweds. “Strictly speaking, the Rose air conditioner is prepared for newlyweds,” she explained. “Golden and silver wedding anniversaries can use it too.” She envisions the unit as adding romance and ritual to a momentous occasion. This strategic focus on emotive design aims to capture a specific market segment looking for more than just climate control.
The Rose air conditioner’s controversial reception perhaps symbolizes the growing pains of China’s home appliance industry as it explores artistic transformation, seeking to differentiate in a saturated market. Behind Dong Mingzhu’s declaration to “persist in innovation” lies Gree’s bold exploration of a product’s emotional value, attempting to imbue a utilitarian appliance with romance and warmth.
Can this artwork born for weddings blossom in the hearts of consumers? The market will ultimately render its verdict.
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