CNBC AI News, August 14th – In a branding maneuver that could be described as an about-face, Gree Electric Appliances, Inc. has reverted the official WeChat service account name from “Gree Goodies Guide” back to “Dong Mingzhu Healthy Home” today.
This follows just one day after the account, previously known as “Dong Mingzhu Healthy Home,” was rebranded as “Gree Goodies Guide” on August 13th.
According to Gree Electric insiders, the initial name change was strategic. The company aims to transition its “Gree Dong Mingzhu Store” mini-program to “Dong Mingzhu Healthy Home.” However, WeChat’s platform policies prohibit duplicate account names. “We needed the public account to relinquish the ‘Dong Mingzhu Healthy Home’ name to pave the way for the launch of the ‘Dong Mingzhu Healthy Home’ online storefront,” a Gree representative told local media.
Notably, this marks the fourth name change for the service account in just over a year, highlighting a potentially evolving brand strategy or grappling with the nuances of the Chinese digital ecosystem.
Prior to these recent shifts, the account’s renaming history reveals a series of transformations. On March 11, 2024, “Gree Electric Appliances” verified the account as “Gree Dong Mingzhu Store.”
This was followed by a change on April 27, 2025, when “Gree Dong Mingzhu Store” was re-certified as “Dong Mingzhu Healthy Home,” ultimately leading to yesterday’s brief stint as “Gree Goodies Guide.”
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