Profile

About Gree

Brand Strategy

About Gree

From a small factory with annual production value of only 20 million RMB to the world’s largest air conditioning company, Gree has grown into an international home appliances enterprise after more than 20 years of development. GREE was founded in 1991. At the beginning, GREE was a small factory with only window air conditioners’ production lines and the annual production volume was less than 20,000 sets. With a series of marketable products, GREE captured market opportunities and started to build the brand image which had laid a good foundation for future development. During the year 1994 to 1996, GREE started to focus on product quality improvement by launching the quality policy of “making superior products, building famous brand, expend business scale, to be the world first class quality”, by implementation of “ Making Superior Product Strategy”, and by the establishment and gradual improvement of quality management system, the release of “12 Injunctions by President” and the promotion of “Zero Defection Project” are all the witness to GREE’s firmness in raising product quality. Since then, GREE product quality has been emphasized in products R&D, production and transportation. GREE superior air conditioners also have brought good opportunities for its sales.

2011
GREE CREATES MUCH SALES CHANCE

             Brand 1.0: “Turbo Cooling”

At the beginning of foundation, Gree particularly focused on continuous upgrading of product quality and put forward a slogan of “Gree Creates Much Sales Chance”. With superior product quality and turbo cooling characteristic, Gree was favored by consumers, standing out from domestic air conditioning market.

2012
GREE CREATES MUCH SALES CHANCE
GREE CREATES MUCH SALES CHANCE

Brand 2.0: “Turbo Cooling”

At the beginning of foundation, Gree particularly focused on continuous upgrading of product quality and put forward a slogan of “Gree Creates Much Sales Chance”. With superior product quality and turbo cooling characteristic, Gree was favored by consumers, standing out from domestic air conditioning market.

2012
GREE CREATES MUCH SALES CHANCE
GREE CREATES MUCH SALES CHANCE

Brand 2.0: “Turbo Cooling”

At the beginning of foundation, Gree particularly focused on continuous upgrading of product quality and put forward a slogan of “Gree Creates Much Sales Chance”. With superior product quality and turbo cooling characteristic, Gree was favored by consumers, standing out from domestic air conditioning market.

2014
GREE CREATES MUCH SALES CHANCE
GREE CREATES MUCH SALES CHANCE

Brand 4.0: “Turbo Cooling”

At the beginning of foundation, Gree particularly focused on continuous upgrading of product quality and put forward a slogan of “Gree Creates Much Sales Chance”. With superior product quality and turbo cooling characteristic, Gree was favored by consumers, standing out from domestic air conditioning market.

2016
GREE CREATES MUCH SALES CHANCE
GREE CREATES MUCH SALES CHANCE

Brand 5.0: “Turbo Cooling”

At the beginning of foundation, Gree particularly focused on continuous upgrading of product quality and put forward a slogan of “Gree Creates Much Sales Chance”. With superior product quality and turbo cooling characteristic, Gree was favored by consumers, standing out from domestic air conditioning market.

Business philosophy

About Gree

background
Dong mingzhu
Gree Electric Appliances,Inc. Of Chairman and President

May. 2012 until now Chairperson of the Board of Zhuhai Gree Corporation Chairperson of the Board and President of Gree Electric Appliances Inc. of Zhuhai
Oct.2006 ~ May. 2012 Vice Chairperson of the Board and President of Gree Electric Appliances Inc. of Zhuhai
Apr. 2001 ~ Oct. 2006 General Manager of Gree Electric Appliances Inc. of Zhuhai
Oct.1997 ~ Apr. 2001 Vice General Manager of Gree Electric Appliances Inc. of Zhuhai
Jan.1995 ~ Oct. 1997 Director of Sales Department of Gree Electric Appliances Inc. of Zhuhai
Nov.1994 ~ Jan. 1995 Deputy Director of Sales Department of Gree Electric Appliances Inc. of Zhuhai
Mar. 1990 ~ Nov. 1994 Salesperson of Gree Electric Appliances Inc. of Zhuhai

Deputy to the 10th, 11th and 12th National People’s Congress; Member of the Standing Committee of China National Democratic Construction Association; Member of the 10th Executive Committee of the All-China Women’s Federation; Member of Committee of Experts for the 13th five-year plan of National Development and Reform Commission; Messenger of UN Sustainable Urban Development, etc.

Honors include: "National Labor Model" awarded by the State Council; "National May Labor Prize" awarded by State General Labor Union; "March 8th Red Banner Pacesetters of China" awarded by the All-China Women’s Federation; "CCTV China Economic Figure of the Year" for 3 times; "World’s 50 Most Powerful Business Women" ranked by the U.S. Fortune for 9 times. etc…

Dong Mingzhu wrote two autobiographies recording her work experience in Gree. The remuneration was donated to support students.

A. If an enterprise wants to master the right to speak, it must first master the core technology and create world-changing products before it can truly build its own brand.

B. a company without innovation is a soulless enterprise, a company without core technology is a company without backbone, a person without backbone can never stand up.

—— Dong Mingzhu

Gree Electric Appliances has always maintained a sense of hardship and enterprising spirit. It has realized that only by truly mastering core technologies can it truly master the destiny of the enterprise and realize its independent development. Gree electric appliances has 15 to 2019 institute, a total of 96 of the 929 research institute, laboratory, 2 academician workstation (motor and control, building energy efficiency), with the national key laboratories, national engineering technology research center, national industrial design center, enterprise technology centers recognized by the state, each one robot engineering technology r&d center, at the same time as national notification consultation center study appraisal base. The company has put forward the policy of "investment on demand, with no upper limit" in r&d funding, which reached 7.268 billion yuan in 2018 alone. After long-term accumulation, Gree electric Appliances ranks the sixth in China and the first in the home appliance industry in the ranking list of The State Intellectual Property Office in 2018. By 2019, it will have 28 "internationally leading" technologies, 2 National Science and Technology Progress Awards, 2 State Technological Invention Awards and 4 Chinese Patent Prize awards.

A. If an enterprise wants to master the right to speak, it must first master the core technology and create world-changing products before it can truly build its own brand.

B. a company without innovation is a soulless enterprise, a company without core technology is a company without backbone, a person without backbone can never stand up.

—— Dong Mingzhu

Gree Electric Appliances has always maintained a sense of hardship and enterprising spirit. It has realized that only by truly mastering core technologies can it truly master the destiny of the enterprise and realize its independent development. Gree electric appliances has 15 to 2019 institute, a total of 96 of the 929 research institute, laboratory, 2 academician workstation (motor and control, building energy efficiency), with the national key laboratories, national engineering technology research center, national industrial design center, enterprise technology centers recognized by the state, each one robot engineering technology r&d center, at the same time as national notification consultation center study appraisal base. The company has put forward the policy of "investment on demand, with no upper limit" in r&d funding, which reached 7.268 billion yuan in 2018 alone. After long-term accumulation, Gree electric Appliances ranks the sixth in China and the first in the home appliance industry in the ranking list of The State Intellectual Property Office in 2018. By 2019, it will have 28 "internationally leading" technologies, 2 National Science and Technology Progress Awards, 2 State Technological Invention Awards and 4 Chinese Patent Prize awards.

A. If an enterprise wants to master the right to speak, it must first master the core technology and create world-changing products before it can truly build its own brand.

B. a company without innovation is a soulless enterprise, a company without core technology is a company without backbone, a person without backbone can never stand up.

—— Dong Mingzhu

Gree Electric Appliances has always maintained a sense of hardship and enterprising spirit. It has realized that only by truly mastering core technologies can it truly master the destiny of the enterprise and realize its independent development. Gree electric appliances has 15 to 2019 institute, a total of 96 of the 929 research institute, laboratory, 2 academician workstation (motor and control, building energy efficiency), with the national key laboratories, national engineering technology research center, national industrial design center, enterprise technology centers recognized by the state, each one robot engineering technology r&d center, at the same time as national notification consultation center study appraisal base. The company has put forward the policy of "investment on demand, with no upper limit" in r&d funding, which reached 7.268 billion yuan in 2018 alone. After long-term accumulation, Gree electric Appliances ranks the sixth in China and the first in the home appliance industry in the ranking list of The State Intellectual Property Office in 2018. By 2019, it will have 28 "internationally leading" technologies, 2 National Science and Technology Progress Awards, 2 State Technological Invention Awards and 4 Chinese Patent Prize awards.

A. If an enterprise wants to master the right to speak, it must first master the core technology and create world-changing products before it can truly build its own brand.

B. a company without innovation is a soulless enterprise, a company without core technology is a company without backbone, a person without backbone can never stand up.

—— Dong Mingzhu

Gree Electric Appliances has always maintained a sense of hardship and enterprising spirit. It has realized that only by truly mastering core technologies can it truly master the destiny of the enterprise and realize its independent development. Gree electric appliances has 15 to 2019 institute, a total of 96 of the 929 research institute, laboratory, 2 academician workstation (motor and control, building energy efficiency), with the national key laboratories, national engineering technology research center, national industrial design center, enterprise technology centers recognized by the state, each one robot engineering technology r&d center, at the same time as national notification consultation center study appraisal base. The company has put forward the policy of "investment on demand, with no upper limit" in r&d funding, which reached 7.268 billion yuan in 2018 alone. After long-term accumulation, Gree electric Appliances ranks the sixth in China and the first in the home appliance industry in the ranking list of The State Intellectual Property Office in 2018. By 2019, it will have 28 "internationally leading" technologies, 2 National Science and Technology Progress Awards, 2 State Technological Invention Awards and 4 Chinese Patent Prize awards.