Dong Mingzhu Steps Down From Gree E-Commerce as Leadership Changes

Chinese home appliance giant Gree Electric Appliances has made another management adjustment, with longtime chairwomanDong Mingzhustepping down as the legal representative and executive director of its e-commerce subsidiary.

According to corporate registration information,Gree E-Commerce Co., Ltd.completed a management change on September 16. Dong Mingzhu was removed as the company's legal representative and executive director, whileZhang Xingleitook over as legal representative and became the executive director and general manager. Xia Guanghui also stepped down as manager.

The change has attracted attention because Gree's e-commerce operation is closely associated with the company's online sales strategy and several of its livestreaming channels.

However, the move doesnotmean that Dong Mingzhu has stepped down from Gree Electric Appliances itself. She remains chairwoman of the listed company.

A Change at the E-Commerce Subsidiary

Established in November 2019, Gree E-Commerce has registered capital of 100 million yuan and is wholly owned by Zhuhai Gree Electric Appliances.

Its business scope includes internet sales, domestic trade agency and equipment sales, making it an important platform for Gree's online business activities.

The company is also associated with two of Gree's better-known livestreaming accounts,Gree Pearl SelectionandGree Dong Mingzhu Health Home, according to publicly available platform information.

The latest leadership change therefore represents an adjustment to the management of Gree's e-commerce subsidiary rather than a change in ownership of the business.

Dong Mingzhu Remains Gree's Chairwoman

The distinction is important.

Dong Mingzhu remains chairwoman of Gree Electric Appliances. In April 2025, Gree's shareholders elected the company's 13th board of directors, with Dong continuing as chairwoman for the new board term.

She also remains a major figure in Gree's corporate strategy and public image.

The latest change therefore should not be interpreted as Dong Mingzhu leaving Gree or relinquishing control of the listed company.

Instead, it concerns a wholly owned subsidiary operating within Gree's broader corporate structure.

Part of a Wider Management Reshuffle

The e-commerce change is not an isolated personnel adjustment.

In January 2026, Dong Mingzhu stepped down as legal representative and executive director of Zhuhai Gree Electronic Components Co., with Fang Xiangjian taking over.

In May, she similarly stepped down from Zhuhai Gree Prepared Food Equipment Technology Co., with Li Dequan becoming its legal representative and executive director.

In 2025, Dong also stepped down from management positions at Zhuhai Lingjie Integrated Circuit Co., according to public corporate records and media reports.

These changes have prompted discussion about the evolution of Gree's management structure and the increasing involvement of other executives in individual business segments.

From Founder-Led Management to More Specialized Operations

Gree has expanded beyond traditional air conditioners into areas including electronic components, equipment manufacturing and e-commerce.

As these businesses develop, management responsibilities are increasingly being distributed among different executives.

The latest appointment of Zhang Xinglei at Gree E-Commerce is therefore being watched in the context of this broader organizational adjustment.

For the e-commerce business, the challenge is particularly significant. Online retail has become increasingly competitive, while traditional appliance manufacturers must balance direct online sales, livestreaming and established offline dealer networks.

Gree's online strategy has also become increasingly connected with digital marketing and the integration of online and offline channels.

The company's 2026 interim report highlighted continued efforts in digitalization, artificial intelligence and the integration of online and offline operations.

What Comes Next for Gree's Online Business?

The change in leadership raises questions about how Gree's e-commerce operations will evolve under Zhang Xinglei.

The immediate priority will likely be maintaining the company's online sales channels while coordinating them with Gree's broader distribution network.

For consumers, the most visible impact may come through Gree's livestreaming and online retail operations rather than through any immediate change in the ownership or branding of Gree products.

For investors and industry observers, however, the personnel changes provide another indication that Gree is continuing to adjust its management structure.

Not an Exit From Gree

The headline that “Dong Mingzhu has stepped down from Gree” would therefore be misleading without further explanation.

What has changed is her position atGree E-Commerce, a wholly owned subsidiary of Gree Electric Appliances.

She has not stepped down as chairwoman of Gree Electric Appliances.

The latest move nevertheless adds another chapter to the company's ongoing management adjustments. As Gree continues to develop its online channels and diversify its business operations, more responsibilities are being transferred to executives overseeing individual business areas.

For Dong Mingzhu, the latest change marks another reduction in her direct management positions at Gree's subsidiaries, while she continues to occupy the top chairwoman position at the listed parent company.

For Gree, the more important question will be whether the new management structure can translate into stronger execution across its increasingly diverse businesses.