Recently, Zhu Lei, marketing director of Gree Electric Appliances, said in an interview that Dong Mingzhu Health Home is very successful.After the launch of "Dong Mingzhu Health Home", public opinion responded strongly. Although some consumers expressed confusion about this strategy, the acceptance of the new name by market terminals was very high. Dong Mingzhu's popularity and influence as an entrepreneur can quickly attract public attention and greatly reduce the cost of market education. "
Zhu Lei bluntly said that the choice to deeply bind Dong Mingzhu’s personal IP with the brand was not only because it could quickly arouse market attention, but more importantly, it verified the correctness of Gree’s brand strategy. It also demonstrated the huge potential of Dong Mingzhu’s personal IP and its positive role in promoting brand development. Judging from the current results, this method is very successful.
According to previous official announcements, Ge will open 10,000 "Dong Mingzhu Health Homes" across the country in the future.
Not long ago, Dong Mingzhu responded to the renaming of the Gree store "Dong Mingzhu Health Home", saying that the reason why the store was renamed was to use her personal reputation as a guarantee to transform "trust traffic" into "quality perception", thereby achieving a strategic upgrade from product manufacturing to health service transformation, and building a more stable emotional link with consumers.
