Profile

Brand Strategy

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.

1991
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.

1995
Making Better Air Conditioners

Brand 2.0: “Quality Takes Priority

In the middle of 1990s,  at the preliminary stage of brand building, Gree was committed to building an image of high quality and reliability. As a large number of products with exceptional quality were launched into the market, under the slogan of "Making Better Air Conditioners" and “Gree for High Quality", Gree gained the unanimous recognition of consumers, and successfully built a high-quality brand image of "Better Air Conditioners".

2010
Gree, the Mastering of Core Technologies

Brand 3.0: “Leading in Science and Technology”

Based on independent technological innovation, Gree overcame core technologies of kinds of products continually, with product function, shape and performance improved comprehensively. Under the slogan of "Gree, Master of Core Technologies", its superior products took the leap in domestic home appliance industry, thus Gree started to go global.

2012
For the Clearer Sky and Greener Earth

Brand 4.0: “Undertake Responsibility

Have established specific brand foundation, Gree focused on strengthening social responsibility, further expanded quality connotation and sublimated enterprise responsibility towards country, society and human. With a grand vision of "promoting national industrial image, protecting global environment and creating comfortable living space", Gree proposed a brand slogan of "For the Clearer Sky and Greener Earth", which is quite impressive to global consumers.

2015
Made in China, Loved by the World

Brand 5.0: “Serve the World

It has long been Gree's lofty ambition to represent "Made in China", rebuild the image of "Made in China" and promote Chinese self-developed brands go global genuinely. Gree's target is never limited to the expansion of overseas market, but more importantly lies in leading "Made in China" going out with superior product quality and high-end technology. Finally, it achieves the target of going out and enable Gree technology and product to serve the world.

Business philosophy

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.