{"code":0,"data":{"id":"s67b5a817e4b0a0f435066eb2","title":"股市特别报道 | 格力专卖店变身 “董明珠健康家” 品牌战略调整引市场关注","keywords":[],"updated":"2025-02-19T09:44:55.184+0000","properties":{"i_clicknumber":109,"a_check_approve":["汪蓓"],"s_dc_copyId":"1","publishStatus":"1"},"content":"<p><strong>深圳商报·读创客户端记者&nbsp;邱清月</strong></p>\n<p>近日，<span style=\"white-space: pre-wrap;\">格力电器在四川举行的</span><span style=\"font-family: 'Calibri'; white-space: pre-wrap;\">2025</span><span style=\"white-space: pre-wrap;\">品牌战略发布会上正式推出全新战略品牌 “董明珠健康家”，并迅速在全国范围内掀起专卖店更名热潮。多家格力官方账号也同步更名，不少地区的专卖店招牌已换上“董明珠健康家”字样。这一举措引发了市场的广泛关注， </span><span style=\"font-family: 'Calibri';\">2</span>月<span style=\"font-family: 'Calibri';\">1</span><span style=\"font-family: 'Calibri';\">9</span>日格力电器股价下跌<span style=\"font-family: 'Calibri';\">2.53%</span>，报<span style=\"font-family: 'Calibri';\">41.94</span>元，总市值为<span style=\"font-family: 'Calibri';\">2349</span>亿元。</p>\n<figure class=\"image\" style=\"text-align: center;\"><img id=\"rId4\" src=\"//sxzm-res.szpgm.com/sxzmeds/editing/image/202502/19/67b5966f90ee4e32dddbabf8.jpeg\" data-image-uuid=\"67b596703d0d3651f75b3c5a\" data-dams-storyid=\"po67b5966f90ee4e32dddbabf7\" data-md5=\"D71834BBB1C2A0C112BE041BC4D6518C\">\n<figcaption contenteditable=\"false\"><em>图片来源自社交平台</em></figcaption>\n</figure>\n<p>格力方面称，“董明珠健康家”将通过场景化体验数据可视化、智能交互服务，重构零售价值链。记者在社交平台上发现，全国范围内已有多个格力专卖店发布门店装修升级视频，四川、山东、海南、重庆、江西等地也有线下门店已完成相关改造。据一家“董明珠健康家”的格力专卖店负责人透露：“不是所有的门店都要改名，是要做精品店，有名额限制，每个城市、县城只有一家”。</p>\n<p>记者在格力董明珠成都店的抖音直播间看到，虽然账号名称仍为“格力董明珠”，但直播间边框已打出“董明珠健康家”字样，销售产品涵盖格力家电，小黄车内上架了<span style=\"font-family: 'Calibri';\">150</span>多种商品。</p>\n<figure class=\"image\"><img id=\"rId5\" src=\"//sxzm-res.szpgm.com/sxzmeds/editing/image/202502/19/67b5966f90ee4e32dddbabf6.jpeg\" data-image-uuid=\"67b596703d0d3651f75b3c5b\" data-dams-storyid=\"po67b5966f90ee4e32dddbabf5\" data-md5=\"5C37F0AEF2008ADD132F7E52E9446C92\">\n<figcaption contenteditable=\"false\"></figcaption>\n</figure>\n<p>近年来，格力电器不断尝试多元化布局。<span style=\"font-family: 'Calibri';\">2015</span>年，格力推出手机，售价<span style=\"font-family: 'Calibri';\">1600</span>元，开机动画为董明珠的个人头像及签名寄语，这一举措引发广泛关注。此外，格力还推出了一款备受争议的“玫瑰空调”，售价从<span style=\"font-family: 'Calibri';\">8899</span>元到<span style=\"font-family: 'Calibri';\">29999</span>元不等。董明珠对此回应称，设计初衷是为了更好地融入家庭生活。</p>\n<p><span style=\"font-family: 'Calibri';\">2019</span>年，格力电器在年报中提出，“格力董明珠店”将销售全线产品，通过线上线下融合的新销售模式，为公司带来新的增长点。<span style=\"font-family: 'Calibri';\">2020</span>年，董明珠将“董明珠的店”更名为“格力董明珠店”，并开启线上直播生涯。<span style=\"font-family: 'Calibri';\">2024</span>年<span style=\"font-family: 'Calibri';\">3</span>月，格力电器的官方公众号正式更名为“格力董明珠店”。</p>\n<p>在投资者论坛和社交平台上，不少投资者表达了因更名事件而动摇持股信心的声音。部分投资者对此次更名表示担忧，他们担心格力电器多年积累的品牌价值，会因 “董明珠” 个人 <span style=\"font-family: 'Calibri';\">IP </span>的过度强化而被稀释甚至透支。有投资者认为，将专卖店更名为 “董明珠健康家”，是将个人 <span style=\"font-family: 'Calibri';\">IP </span>置于品牌之上，属于本末倒置的行为，并且可能增加消费者的认知成本，导致品牌定位模糊。</p>\n<p>近年来，格力电器的业绩呈现出增长与挑战并存的态势。格力电器<span style=\"font-family: 'Calibri';\">2024</span>年三季报显示，公司主营收入<span style=\"font-family: 'Calibri';\">1474.16</span>亿元，同比下降<span style=\"font-family: 'Calibri';\">5.39%</span>；归母净利润<span style=\"font-family: 'Calibri';\">219.61</span>亿元，同比上升<span style=\"font-family: 'Calibri';\">9.3%</span>；扣非净利润<span style=\"font-family: 'Calibri';\">211.63</span>亿元，同比上升<span style=\"font-family: 'Calibri';\">10.14%</span>，出现增利不增收的局面。而美的集团、海尔智家同期营收分别为<span style=\"font-family: 'Calibri';\">3189.75</span>亿元、<span style=\"font-family: 'Calibri';\">2029.71</span>亿元，相比去年同期均有上涨。</p>","storyType":"COMPO","contentType":"","reporters":[{"uuid":"5f33ad3ab04116887cd16b0f","name":"邱清月","title":"文字记者"}],"authors":[{"uuid":"5f33ad3ab04116887cd16b0f","name":"邱清月"}],"editors":[{"uuid":"5f33ad3ab04116887cd16b08","name":"梁惠元"}],"coverStyle":0,"coverImages":[{"type":"任意比例","url":"https://sxzm-res.szpgm.com/sxzmeds/editing/image/202502/19/67b5968f90ee4e32dddbac03.png","width":1268,"height":831}],"subtitle":"","leadinLine":"","linkUrl":"","summary":"","images":[{"width":1080,"height":1157,"url":"https://sxzm-res.szpgm.com/sxzmeds/editing/image/202502/19/67b5966f90ee4e32dddbabf6.jpeg","comment":""},{"width":1268,"height":831,"url":"https://sxzm-res.szpgm.com/sxzmeds/editing/image/202502/19/67b5966f90ee4e32dddbabf8.jpeg","comment":"图片来源自社交平台"}],"live":{},"source":"读创财经","category":[],"language":"","original":true,"originalUrl":"","wordCount":1035,"channelId":"670a30f990ee56808c69e79e","columnId":"1a7e57fa89cd11efa1f8fa16","columnIds":["1a7e57fa89cd11efa1f8fa16","1a7e5a4989cd11efa1f8fa16"],"publishTime":"2025-02-19T09:45:47.048+0000","originalId":"ogcs-CO67b5966890ee96dd0cd4dad5","pgcUser":{},"publisher":{"uuid":"5f33ad3ab04116887cd16b08","name":"梁惠元"},"columnName":"热点","jsonUrl":"https://dcapp.netwin.cn:443/a/202502/19/s67b5a817e4b0a0f435066eb2.json","url":"https://dcapp.netwin.cn:443/a/202502/19/s67b5a817e4b0a0f435066eb2.html","pageCount":1,"webPreviewUrl":"https://dcapp.netwin.cn:443/a/202502/19/s67b5a817e4b0a0f435066eb2.html"},"message":"success","timestamp":1775446685038}