Gree Electric Appliances chairwoman Dong Mingzhu says the company is transitioning from an original design manufacturer to a global brand builder. During an interview conducted when she was named an inaugural “Cool Leader” by the UN Environment Programme’s Cool Coalition in Singapore, Dong noted that the global market share for Chinese home-appliance brands rose from 2.9 per cent in 2015 to 10.9 per cent in 2025.
Dong stated that Gree now sells to more than 190 countries and regions, with its own brands accounting for over 70 per cent of export sales. She argued that Chinese companies are moving away from white labelling to establishing a presence in overseas retail markets, noting that consumers increasingly recognize the quality of Chinese-made products.
Regarding the company's environmental strategy, Dong highlighted Gree's efforts to address climate change by developing products with lower global warming potential. She noted that the company shipped air conditioners using R290, a propane refrigerant, to the European market to meet European Union regulations and local installation constraints. Dong stated that while some growth in markets like France—where retail sales rose 50 per cent year on year—may have been temporary, climate change remains an urgent problem that requires technological breakthroughs.
Dong revealed that Gree first proposed a design for solar-powered air conditioners in 2012 and developed a working system in 2013. The company’s solar-plus-storage range now covers more than 10 product categories and has reached more than 35 countries and regions. She stated that the company has established an internal framework for carbon neutrality with annual targets and operates a national-level key laboratory for energy-efficient equipment.
When discussing geopolitical challenges and trade barriers, Dong stated that everyday consumer products should not be dragged into political conflicts. She claimed she does not have a separate playbook for overseas markets, asserting that China is part of the global market and that the focus must remain on what consumers need. She acknowledged that the war in the Middle East has affected the market, stating it would be unrealistic to say the company can avoid any decline in such situations.
Dong identified industrial products, intelligent equipment, and green energy as the next growth drivers for Gree. She reported that in the first half of this year, revenue from the intelligent equipment business rose 19 per cent to about 374 million yuan (US$56.05 million), while sales of computer-controlled machine tools and industrial robots rose 20 per cent. Additionally, she stated that the company's silicon carbide business was up 200 per cent year on year.
Regarding the current state of the Chinese consumer market, Dong described the situation as the market is just taking an afternoon nap. She noted that while the real estate downturn has had an impact, the home-appliance sector does not rely solely on property development.
