Dong Mingzhu

Chinese appliance maker Gree Electric is increasing its investment in talent acquisition, onboarding over 5,400 university graduates this year, following 6,000 last year. Chairwoman Dong Mingzhu emphasizes the critical role of talent and Gree’s significant investment in young employees, estimated at $28,000 USD per graduate annually. Dong has also advocated for companies to recoup training fees from employees who leave after long-term development, sparking debate over ownership of skills and knowledge gained during employment.

Gree Electric Appliances quickly reverted its official WeChat service account name from “Gree Goodies Guide” back to “Dong Mingzhu Healthy Home” after just one day. This follows Gree’s strategic aim to transition its mini-program to “Dong Mingzhu Healthy Home”, circumventing WeChat’s policy against duplicate names. The public account needed to release the name for the new online storefront. This marks the fourth name change in just over a year, potentially reflecting an evolving branding strategy.

Gree Electric’s WeChat account renaming sparked speculation, but the change is related to launching an online “Dong Mingzhu Healthy Home” store. Tencent’s naming policies necessitated the shift. This follows the success of “Dong Mingzhu Healthy Home,” leveraging Dong Mingzhu’s personal brand to boost market awareness and validate Gree’s brand strategy. Gree plans to establish 10,000 such stores nationwide. Dong Mingzhu emphasizes her contribution to Gree’s success.

Gree Electric’s chairwoman, Dong Mingzhu, continues to promote the company’s diversification beyond air conditioners, particularly highlighting the “growth potential” of Gree refrigerators. At a recent conference, Dong claimed Gree refrigerators maintain superior freshness for vegetables, even after 20 days, rivaling freshly harvested produce, citing advanced technology. Gree aims to break free from its air conditioner-centric image, expanding into refrigerators (Jinghong) and other appliances to capture wider market share. Despite challenges against established brands, Gree leverages its brand association and innovation to elevate Jinghong’s standing.

At the China Brand Festival, Gree’s Dong Mingzhu staunchly defended the Rose air conditioner against design criticisms. Priced at $4,500, this bio-inspired, rose-exterior model targets newlyweds, aiming to infuse romance into the home. Dong insists on its innovative value, despite mixed reactions, stating it is “the world’s first.” The Rose embodies Gree’s strategy to elevate appliances beyond mere functionality, exploring emotive design in a competitive market as China’s appliance industry seeks artistic differentiation.

Gree Electric’s Chairperson Dong Mingzhu asserted that consumers are “making a mistake” if they don’t use Gree appliances, emphasizing the energy efficiency and health benefits of their products. She specifically highlighted the refrigerators’ ability to keep produce fresh for 20 days, claiming substantial electricity bill savings. This direct marketing approach, though controversial, is a hallmark of Dong’s leadership and contributes to Gree’s brand recognition. She also addressed consumer perceptions regarding air conditioner airflow and health benefits.

Gree’s Chairwoman Dong Mingzhu described the home appliance industry as relentlessly “cutthroat,” driven by price competition rather than technological advancement. She stressed the importance of genuine dedication and quality, advising manufacturers to focus on creating energy-efficient, comfortable, and health-conscious products. Dong emphasized that manufacturers should avoid deceiving consumers with cheap, low-quality goods, as this ultimately erodes customer trust and respect. She believes maintaining high quality standards will ultimately be recognized by consumers.

Gree Electric Chairwoman Dong Mingzhu was nominated for the 2025 National Science and Technology Progress Award for her contributions to high-efficiency heat pump air conditioners. This recognition aligns with her recent statements about empowering younger leadership and her philosophy that talent is defined by capability and mindset, not age. Dong, 71, will continue to lead Gree for the next three years.

Gree Electric’s leader Dong Mingzhu prioritizes domestically cultivated talent, citing national interests. She emphasizes mindset, innovation, and responsibility over age or origin. Marketing Director Zhu Lei clarifies Gree values loyalty, diligence, and contribution, not foreign vs. domestic status once hired. The company seeks “hard workers” and “doers” aligned with its ethos.

Gree Electric’s Market Director, Zhu Lei, stated that Gree’s focus on technological advancement, rather than price wars, has stabilized the air conditioning market for over 30 years. He contrasted this with other sectors experiencing intense competition and criticized brands that prioritize crushing rivals over sustainable profits. Lei urged Chinese manufacturers to uphold “Made in China” and lead collaboratively.