Gree Renaming to “Dong Mingzhu Healthy Home”? Official Denial Issued

CNBC AI News, August 14th – Social media buzzed yesterday with speculation after users noticed that Gree Electric’s official WeChat accounts, including “Dong Mingzhu Healthy Home,” had been renamed “Gree Goodies Guide.”

The name change initially sparked rumors that Gree might be phasing out the “Dong Mingzhu Healthy Home” branding altogether. However, it appears that’s not the case.

A Gree Electric insider clarified the reason behind the shift to media outlets, stating, “We’re transitioning the ‘Gree Dong Mingzhu Store’ mini-program to ‘Dong Mingzhu Healthy Home.’ However, Tencent’s WeChat platform policies require unique names for accounts. Therefore, the official account needed to relinquish the ‘Dong Mingzhu Healthy Home’ name to pave the way for the launch of the online ‘Dong Mingzhu Healthy Home’ store.”

This development follows earlier comments from Gree Electric’s Marketing Director, Zhu Lei, who hailed “Dong Mingzhu Healthy Home” as a significant success.

The launch of “Dong Mingzhu Healthy Home” generated considerable buzz. While some consumers expressed initial skepticism about the approach, market adoption has been remarkably strong. Dong Mingzhu’s high profile and influence as a business leader have proven effective in rapidly capturing public attention and significantly reducing market education costs.

Zhu Lei emphasized the strategic rationale behind leveraging Dong Mingzhu’s personal brand IP, explaining that it’s not only about sparking immediate market awareness, but also about “validating the soundness of Gree’s brand strategy and demonstrating the immense potential of Dong Mingzhu’s personal brand in fostering brand development. Current results indicate that this approach has been incredibly successful.”

As previously announced, Gree has ambitious plans to establish 10,000 “Dong Mingzhu Healthy Home” stores nationwide.

Dong Mingzhu herself has stated that she took the helm as president of Gree Electric in 2001 during a time of crisis. “Without me, Gree would have collapsed because the company was losing money at the time. I’m very proud to have contributed something to society.”