June 30, 2026 – GREE Electric Appliances has addressed lingering public debates over its iconic yet polarizing rose-themed air conditioner, with the brand’s Chief Marketing Officer Zhu Lei offering new insights into the product’s market performance and design controversies in a June 29 interview featured on the program Behind the Products.
First launched to massive online attention in 2024, the high-end rose-inspired air conditioner carries a retail price tag of 32,000 yuan. Upon its release, the premium home appliance quickly went viral across Chinese social platforms, drawing fierce backlash from netizens. Most critics slammed the product for its unpopular aesthetic design and exorbitant pricing, arguing that the unconventional floral styling failed to deliver visual appeal while costing far more than conventional household air conditioners.
Defending the controversial product, Zhu Lei highlighted an unexpected market achievement amid the negative public sentiment. He stated proudly that GREE had successfully brought the innovative concept to fruition, revealing that the rose-shaped air conditioner has not flopped commercially, with total sales exceeding 50,000 units to date.
The CMO openly acknowledged the flaws in the first-generation model’s visual design, admitting that its aesthetic performance fell short of public expectations. However, he emphasized that design preferences are never static and evolve continuously with public tastes and market trends. Beyond product sales, Zhu noted that the widespread online controversy has delivered tangible value to GREE, boosting the brand’s exposure and sparking extensive discussions about its product innovation attempts.
Prior to Zhu Lei’s latest remarks, GREE Chairperson Dong Mingzhu had already responded to the public disputes surrounding the rose air conditioner. She pointed out that while the product’s design might not satisfy all consumers, it represents a groundbreaking industry milestone as the world’s first rose-shaped air conditioner, marking a bold pioneering attempt in home appliance design innovation for GREE.
Dong Mingzhu has long adhered to the philosophy of persistent technological and design innovation for the brand, aiming to transform ordinary air conditioners into artistic home decorations that elevate household aesthetics. She further elaborated on the product’s original positioning, explaining that the rose-themed air conditioner is tailor-made for celebrating marital milestones, covering newlywed couples as well as couples celebrating silver and golden wedding anniversaries.
In addition to product innovation, Dong stressed that manufacturing enterprises should embrace an altruistic development mindset. She emphasized that corporate growth should never be self-centered, and brands must prioritize the coordinated development of upstream and downstream industrial chains while pursuing their own progress.
