Gree’s IP Marketing Strategy: Aligning Dong Mingzhu’s Personal Brand with The Middle-Aged and Elderly Market

Abstract

Against the backdrop of population aging and the rise of the silver economy, this study examines the characteristics of the middle-aged and elderly consumer market and the corresponding marketing strategies of home appliance companies. Using Gree Electric as a case study, and through methods such as literature review, case analysis, and content analysis, this paper explores how Gree leverages the personal brand influence of its chairperson, Dong Mingzhu, along with targeted product strategies to effectively penetrate the middle-aged and elderly market. The research indicates that this consumer segment values product durability, health features, and brand trust. Gree has successfully aligned its product positioning with these values through initiatives such as the “Dong Mingzhu Healthy Home” offline experience stores, elderly-friendly product designs, and patriotic branding rhetoric. The study also identifies challenges including the digital divide, over-reliance on the leader’s image, and intergenerational aesthetic preferences. It proposes recommendations such as establishing a dedicated service system for older adults, developing community-based experiential marketing, and balancing multi-generational product lines. These insights offer both theoretical and practical implications for companies targeting the middle-aged and elderly market.