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On August 2, Gree held a strategic launch conference for refrigerators and washing machines in Shijiazhuang.

At the press conference, Dong Mingzhu revealed that Gree has developed a beauty device and personally promoted the device, saying that "after using it for a week, you will find that you have become more beautiful."

Dong Mingzhu said that beauty is not only a symbol of women, but also a symbol of men. Buying a beauty instrument can not only be enjoyed by your daughter and wife, but also by yourself. She encouraged dealers on site to place orders.

Observer.com checked Gree Dong Mingzhu Store and found that a product called "Gree Microcurrent Beauty Instrument" was on sale. The product model was GM-E01 and the price was 9,800 yuan.

The product details page states that this beauty device uses EMS microcurrent technology. Daily care can "improve forehead wrinkles, nasolabial folds, and create new muscle memory", and weekly care can "deeply improve facial wrinkles and improve rough and dull skin."

As of August 5, the product has sold more than 960 units and is expected to be shipped starting from August 25.

Beauty devices on sale at Gree Dong Mingzhu store

It is worth noting that this beauty instrument is currently only available on the Gree Dong Mingzhu store’s mini program, and is not available on Taobao, JD.com, Douyin and other channels.

The launch of beauty instrument products is also considered to be part of Gree Electric's diversification strategy.

Gree Group's revenue is highly dependent on the single product category of air conditioners. In 2023, the air-conditioning business accounted for 74.14% of Gree's revenue, far higher than other businesses such as household appliances, industrial products, and green energy.

In recent years, as competition in the home appliance market has become increasingly fierce and the growth of air conditioners has slowed down, Gree has begun to try to explore new growth areas.

On April 22, Gree invested and established "Zhuhai Gree Medical Equipment Co., Ltd." with a registered capital of 10 million yuan. Its business scope includes medical services, medical beauty services and the production of Class II and Class III medical devices.

Screenshot of Tianyancha

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