Where is Dong Mingzhu's "new retail"?

At the end of the year, the major businesses keep a close eye on the "double Twelve" nodes and are fully prepared to seize the "year-end market", and the home appliance industry is no exception.

It is understood that this "double Twelve" Gree Electric Appliances will continue to promote its "new retail" business and further link offline stores through online platforms to provide consumers with quality experience and benefits. Gree's national live broadcast tour will also return to Zhuhai to continue to explore the development potential of the "new consumption" era with the theme of "Yong Li Bay area Tide and win Chinese character".

Since the epidemic, consumers' online consumption has been strengthened, small household appliances have achieved a wave of outbreaks, but also brought the second growth of domestic home appliance "new retail" business. The "new retail" layout of Gree Electric Appliances has also achieved rapid development this year.

The first step of the new retail layout: "Gree Dong Mingzhu Store"

"Gree Dong Mingzhu Store" is not only the starting point of Gree's new retail, but also the main position for Gree to carry out new retail business. On the channel of delegates to the two sessions in 2019, Dong Mingzhu introduced through the media, "I have opened a micro-store. If you are interested in our Gree products, please come into my micro-store."

With "Gree Dong Mingzhu Store" becoming more and more mature, Gree "New Retail", which is based on online stores, entered the "live era" in 2020. After cooperation and exploration with Douyin, Kuaishou and JD.com, Dong Mingzhu broadcast live with 30, 000 offline stores for the first time and achieved good results in the live broadcast of Gree's "healthy New Life" Brand Day on June 1.

It's more than that. In July, Gree opened a national live tour, and the integration online and offline gradually deepened. Up to now, Dong Mingzhu has traveled through Ganzhou, Luoyang, Guilin, Dezhou, Linyi, Macao and Nanjing, not only presenting Gree's diversified products in rich forms, but also publicizing the city image and cultural customs of various places. Through the live broadcast, Dong Mingzhu led Gree to realize the online integration of product promotion and corporate publicity, and in the live broadcast again and again, the store gradually evolved into an integrated place with live broadcast, sales and experience service. continue to broaden the added value.

Reconstruct the relationship among people, things and fields: to provide consumers with the ultimate experience

Unlike the early consumer platform of "new retail", the "new retail" road Gree chose has its own industry particularity. Home appliances such as air conditioners sell not only products, but also installation, maintenance and other services. Dong Mingzhu believes that "in the new retail model, online is a new expansion channel, and offline service is the most powerful underlying protection of the brand."

Gree relies on offline stores and "Gree Dong Mingzhu Store" online mall to open the road of "new retail", which is most intuitively reflected in the agreement of new consumer concepts and habits. In this process, "fully meeting consumer demand" is both a starting point and a foothold, and a crucial step in the process of consumer experience and transaction.

To enhance consumers' shopping experience and let them enjoy quality products and services is also one of the goals of Gree's "double Twelve" live broadcast. On the one hand, Gree takes the live broadcast as an opportunity to promote the transformation of offline sales stores to experience stores, using social marketing and other ways to stimulate offline enthusiasm, so as to pry the huge traffic behind it. Consumers can also use this to enter the store, intuitively experience new products, and get the most accurate shopping experience. On the other hand, through offline community publicity, we can also drain to the live broadcast room to achieve online sales transformation, the two complement each other to meet the needs of consumers for more yuan. As Dong Mingzhu said, "Gree's road to 'new retail' is not to abandon offline, but to provide offline stores with opportunities to go online, so as to complete the transformation."

The essence of Gree's "new retail" is to integrate online and offline, and finally realize the upgrading of efficiency and experience, as well as the efficient and benign interaction among people, things and scenes. Nowadays, the rise of new consumption makes the needs of "people" more diverse and dynamic, Gree's new technology and new product research and development also provide a broad space for "things", and the construction of consumption "scene", it gradually becomes clear in the joint exploration.