In 2025, the chinese business community did not have a complete break with noise and impatience. While some firms are still struggling in the mud of price battles or are busy pursuing short-term hotspots in capital markets, a late-seven-year-old entrepreneur, with his unique persistence and warmth, has added a heavy ink to the “chinese-made” base. She's dong myung joo, chairman of the greeley electric board。
This year, dong ming joo and her gwig appliance did not take over the headlines through appalling mergers and acquisitions or subversive business models, but rather returned to the essence of business — good faith — and gave it more similar and humane expression. With a series of seemingly “opportunist” or even “reversible” decisions, she injected a rare and determined force into the era。
She provides high-temperature subsidies to first-line installers, giving dignity to the sweat of the sun; she resists “aluminium copper” over cost pressures and protects the lifeline of the product; she announces that the price of glac does not increase and puts trust above profit in the context of high raw material prices; and she takes the lead in the industry in committing home-based air conditioners to “ten years of free-of-charge repairs” and redefines what constitutes “service” with near-draught self requirements。
These choices constitute the most visible mental background in 2025. In the details, you can see your personality and your home. She uses more than three decades of light to refine values and turn them into sound action at every critical point。
Human care: professional dignity in heat allowance
In the summer of 2025, many parts of the country experienced extreme temperatures, as well as historic heat waves in traditional summer and summer areas such as changchun and shenyang. The climate has been abnormally reshaped to accommodate peaks in areas where air conditioning was not required。
When cities breathe in heat waves, air conditioners must travel between buildings at a temperature of nearly 50°c. With heavy equipment on their backs, they climb in the heat of the sun, and their sweat is a prerequisite for the comfort of countless families. They are the last air conditioners to reach the user's home and the most vulnerable to neglect。
At this point, a paper notice from inside gwits generated widespread concern: as of 1 june 2025, an additional 20 yuan/top high temperature subsidy has been paid to first-line installers operating in high-temperature environments. In this case alone, it is estimated that gwi will spend hundreds of millions more。
The news has spread and there has been a great deal of confusion in the industry. One wonders: “the cost of installation is already high, and there are extra costs?” and one laughs: “so little subsidy, just show, wants to be famous.”
For dong myung joo, the high temperature subsidy for air conditioners does not emerge at once, but results from the long-held idea that employees are the greatest asset of the enterprise。
This appears to be an “extraordinary expense”, but in the eyes of dong myung-ju it is the enterprise's responsibility. Dong mingju has stressed on various occasions that: “gwig can have it today without the hard work of every employee, especially in the front-line, in the most difficult circumstances. Our products are better, and if the last kilometre of service is not done well, everything is zero. The builders are the "face" of our brand, and every drop of their sweat represents gwig's image."
In her view, the installation workers, who risked their jobs at high temperatures, sent them to cool off, their work deserved respect and their rights and interests must be safeguarded. “this money is worth it because it changes the loyalty of the employee, the quality of the service, and ultimately the trust of the consumer.” dong myung ju said。
In fact, in 2025, the margins of the electricity sector were continuously squeezed. Data from the oviyun network show that in the first 11 months of 2025, the average price of online air-conditioning decreased by 1. 24 per cent, the average price of the line fell by 4. 01 per cent and the lower-end gross domestic product rate fell by 5 per cent. Against this background, most enterprises are compressing costs, while gravity is increasing employee welfare in reverse, and behind this is the values of the enterprise。
“g77 has more than 30 years of technological deposition and supply chain control capacity, and we can optimize some of the cost pressures through lean production, technology, and not shift them to employees.” dong myung ju explained that “the employees are the most valuable asset of the enterprise, especially the front-line workers, who are the bridge between gwig and the consumer. It's good for them, it's good for consumers, it's good for the future of the business.”
This value translates into real service quality. Guly was the first air conditioner satisfaction survey in 16 years in a row. This honour is not only a shining number, but also a “satisfactory vote” cast by over 600 million users with trust and choice, which is backed by a thread of hard work sweat。
Gracie's 20-dollar high-temperature subsidy, which appears to be small, warms the hearts of hundreds of thousands of installers, as it flows. This is both respect for their profession and a guarantee of their health and safety。
This initiative quickly resonates with society. Numerous installers set up a screenshot of subsidized accounts on social media, with text “to work with greek and to be honest”. A 15-year-old installation worker said, "we used to be a `brick mover', and nobody asked you if you were hot or tired. Mr. Dong's decision makes us feel dignified.” the simple feedback from the first line is more than a thousand words。
Care of grass-roots workers is one of the “temperatures” of dong myung-ju and the strongest “humanist” background in the greek enterprise culture. It sends a clear signal that glig is pursuing a virtuous circle of corporate growth with employees and society。
Quality bottom line: rejection of aluminium copper
If high temperature subsidies reveal the “sweetness” of dong myung joo, then the indigence of “aluminium copper” highlights her “sweetness” as an “iron girl” in manufacturing。
In 2025, commodity prices fluctuated sharply and copper prices continued to operate at high levels. With copper prices exceeding $100,000 per ton, the “damocles sword”, which hangs above all air-conditioning plants, began to loosen。
Market research shows that the introduction of aluminium tubes can save hundreds of dollars for an air conditioner. Against the background of a vagaries of prices, the money was sufficient to leverage market shares. As a result, “aluminium copper” has become a “substance” or even an open strategy for some enterprises to reduce costs and maintain price competitiveness. In december 2025, 19 air-conditioning companies made a collective statement and fully embraced “aluminium copper”。
Aluminium, although cost-effective, is significantly different from copper in terms of heating, corrosive resistance and reliability for long-term use。
Copper has a conductive coefficient of 1. 7 times that of aluminium, 500 hours of saline fog testing without corrosion, and resistance to corrosion has been certified on the long-term market. While the current `aluminium copper' technology has improved part of the heat exchange efficiency through structural optimization, it has not yet met the same technical conditions and safeguards for copper in terms of preservation。
Domestic air-conditioning exteriors are constantly exposed outside the house and are tested by acid rain, salt fog, high humidity, and the chemical properties of aluminium are more dynamic and prone to electrochemical corrosion, resulting in porosity of the tube walls and leakage of refrigerants. In the event of a refrigerant leak, not only air conditioners are not functioning, but some refrigerants may also cause safety incidents under certain conditions。
“consumers spend thousands of dollars on air conditioning, hoping to spend 10, 8 years, not two, 3 years, to cause problems.” in the face of enormous cost pressures and the temptation of industry “practices”, she would prefer higher cost pressures to ensure that every gac sent to a user's home was tested for time。
This decision is not uncontroversial internally. In terms of short-term profits, could some models or some non-core components try alternatives?
In her view, the purchase of air conditioning by consumers was based on trust in the gly brand. Stealing from key areas, such as internal heat exchanger pipes, which they do not see, even when they look gorgeous is a betrayal of business integrity and a betrayal of consumers。
According to dong myung-ju, “aluminium copper” is not simply a cost issue, but a moral bottom line that concerns the survival of an enterprise. In many public places, she has spoken openly: “i would rather earn less than bet on the lives and property of consumers.”
This tenacity stems from the profound lessons of the history of gwig. In the 1990s, gwig experienced a mass quality problem with a batch of electricity from taiwan, resulting in tens of thousands of air conditioners having to be called back for repair. The incident almost destroyed the original glyco brand and gave dong myung-ju a deep understanding that the core parts were subject to human domination and were tantamount to handing over their own lifelines to others. From then on, the “capturing of core technology” and the “over-the-horizon chain autonomy control” became the genes that gwig carved into bone marrow。
In 2025, in the face of cost pressures, glig chose to internalize, hedge through technological innovation and managerial optimization, rather than stealing, transferring risks to consumers or lowering quality standards. On the one hand, gwi has independently developed the three-ring heat-replacement control technology to optimize the copper tube layout and reduce the amount of copper used, while on the other hand, it has reduced the cost of copper purchases through scalable procurement, supply chain integration. “we invest billions of dollars annually in research and development, not to write about raw materials, but to upgrade technologies to ensure quality and control costs.”。
Dong myung-ju rejects “aluminium copper”, which is the simplest interpretation of the word “quality”: what gwig has created must be worthy of conscience。
This adherence ultimately earned the respect of the market. In 2025, when many brands were caught up in public opinion over the issue of “aluminium copper”, gwi, thanks to its consistent transparency and reliability, attracted a large number of rational, quality-oriented consumers. It is beginning to be understood that behind seemingly homogenous market competition is a distinct choice of values. Dong myung ju drew a line between gwig and speculators with a small copper pipe。
Strategic stability: responsibility for air conditioners not increasing prices
In 2025, the after-effects of global supply chains were uneven, and the costs of raw materials, logistics and manpower increased across the board. Prices are raised in almost all sectors, including air conditioning. The price increases seem to have become an “negative” but “reasonable” option, with several air-conditioning brands spreading news of price increases。
Just as the industry was “screaming” , dong myung-ju once again chose to go up against the current. On 5 january 2026, a statement was issued by gwits, stating: “gwig responded positively to the 2026 state subsidy policy for electricity, effectively allowing consumers to make promises that domestic air conditioning would not increase prices.” this decision was particularly notable in the context of high raw materials costs and competing price adjustments。
“it is true that the current increase in copper prices puts industry under pressure to increase costs, but if we raise prices with the wind, the subsidy dividend will eventually be diluted.” the gwig electric cmo jugil explained that “a 3,000-dollar first-stage energy-efficient air conditioner with a 15 per cent national subsidy of 450-dollar subsidies would have been available to consumers for 2550 dollars. However, if the price rises from $6 to $3180 first, the state subsidy will increase to $477 and the consumer's actual expenditure will rise to $2703, equivalent to the cost of raw materials borne by the state and consumers together.”
The idea of dong myung ju is even more straightforward: “an enterprise must not only earn money, but also be socially responsible.” “the state's subsidy policy is designed to boost consumption for the benefit of consumers. Gwi, as the lead industry, should actively cooperate with policies rather than take advantage of price increases. We have the capacity to give consumers real access to the subsidy dividend through technological innovation and the management of absorbing cost pressures.”
“glac does not increase prices” is not a simple marketing strategy, but is based on gl's overall ownership of core technologies and strong integration of industrial chains. From compressors, electrics to capacitors, and even chips, glig has for many years insisted on autonomous research and development, achieving self-sufficiency in core components, not only to guarantee stability and security in the supply chain, but also to have more voice in cost control. This capacity is particularly important in an environment of volatile prices of raw materials。
Dong myung ju believes that the brand is not advertised, it is made. When other firms are busy with price wars or even sacrifice quality, gwig has chosen a more difficult but sustainable path: increasing the value of products through continuous technological innovation and controlling costs through economies of scale and precision management, ultimately benefiting consumers and strengthening brand trust。
For example, the “windless” air conditioners developed by gwigs address the health risks associated with the direct blowing of traditional air conditioners through technological innovations and achieve 15 per cent energy efficiency; their “fruit refrigerator” ensures that fruit and vegetables remain fresh for 20 or 25 days and are locked in nutrition. In shenzhen metro, glac saves $15 million annually for its electricity; at shanghai airport, glac achieves 37 per cent efficiency; and in people's hall, the figure is 32 per cent. These products not only enhance the user experience but also reduce user costs (such as electricity) and hidden costs (such as health) in the long run。
Dong myung-ju does not calculate the petty bill, but rather the big one that builds long-term trust with the user. She was acutely aware of the fact that, in an era of highly transparent information, any failure to believe in the price increases of users could lead to immeasurable brand damage. This consideration of the total cost of consumer ownership (tco) reflects a pattern in which gravity goes beyond mere price competition。
"the air conditioner should buy glick." this sentence, which was once described as “insolent”, in the special year of 2025, appears to be particularly sincere and worthy of the promise of “no price hike”. It is no longer an inferior marketing but a declaration of self-confidence based on strength and responsibility。
The promise of no price increase for glac may have sacrificed part of the profits in the short term, but in the long term it has consolidated consumer confidence and loyalty to the gl brand. “in a price-sensitive market environment, the promise of no price increase is highly attractive.” “in particular, under the folding of state subsidy policies, the price advantages of glig are more pronounced and can attract more consumer choices”, said one household electrician
Quality letter: "ten years of free repairs"
If “no price hikes” and the rejection of “aluminum copper” are present manifestations of good faith, the “ten-year free package” is a solemn commitment by gwig to the quality of the decade ahead. This policy, which began in 2021, continued to lead the industry in 2025 and has not yet been fully followed up by enterprises。
Dong myung-ju sees this policy as an enterprise's challenge to its own quality. “we should look forward to what? Consumer demand and the higher demands of consumer quality of life.” the “ten-year free package” means that for a decade, gwig will cover any quality of product. This requires not only very high quality assurance, but also great courage and commitment。
Dong myung-ju has pointed out so eloquently that “it is the best service without selling”. In her view, the best service was that products did not need repair at all. The goal of glig is to approach this ideal state of affairs indefinitely, precisely through product quality。
In 2021, gwig spearheaded the introduction of a 10-year free-of-charge rehabilitation policy in the air conditioning sector at home, which shocked industry. The three packages were set by the state for a full year and three years for the main parts, and were extended by more than three times directly by gwig。
There is a difference between the word “compensation” and “maintenance”. “maintenance” means that there is a charge for air-conditioning repairs, while gwig's “painting” does not charge for repairs for 10 years except for damage caused by improper consumer use, including door-to-door fees, spare parts, testing fees, etc。
The achievement of a 10-year free package poses unprecedented challenges to materials, processes and designs. However, dong myung-ju's determination has never wavered. She used to say, “the quality of the product covers two lives, one of consumers and one of businesses”
In her view, the “ten-year free package” was not just a service policy, but a profound self-revolution. Any minor flaw is magnified indefinitely in the face of a 10-year life cycle. Thus, it is both a hard-core pill for consumers and a “sword of damocles” hanging over gregory himself。
This policy has to be effective in all aspects of r & d, production, product control and so forth, prompting enterprises to continue to extend upstream core technologies and key materials, since only by mastering the whole industry chain can fundamental quality be controlled. “we prefer to lose and invest in construction and to keep control of the goods in our hands.” according to dong myung ju, “the air conditioner is broken and cannot be repaired. We need to make sure that the air conditioners are not bad for 10 years."
In gwi, an air conditioner has to go through nearly 1,000 quality tests to get out of the plant. From the acquisition of raw materials to production, gwi implements stringent quality standards: during the acquisition of raw materials, gypsies select high-quality components to ensure that products are waterproof, corrosive, leakproof, fluorine-proof; in the manufacturing process, the control of the full number of key core processes is achieved, and nine high-quality innovations, such as automated and quality information technology, are applied to product quality improvement。
At the same time, strong technological research and development is central to quality. With regard to harsh environments such as dust, super-high temperatures and super-low temperatures, gwi has targeted the development of two-cleaning technologies for internal and external machines, three-ring heat-replacement controls and internationally leading heating and frost-freezing technologies, using three-cylinder double-class transformer compressors to ensure that air conditioners can operate smoothly in a variety of weather environments。
These inputs were replaced by high quality and low failure rates. According to the data, the average failure rate for glac is only three in 10,000, far below the industry average. It is this extreme quest for quality that creates firm confidence in the quality of the product and provides a solid foundation for a ten-year free package of glac. For consumers, the policy of “ten years free of charge” brings real benefits. According to gwig, a 10-year free package would save consumers about several thousand yuan in maintenance costs compared to six years of free charter。
Spain's tourists, who spend nearly 30,000 yuan (with high freight charges) on glycerine heat pump washing machines and repurchase a second story in half a month, were repeatedly mentioned by dong myung ju on several occasions in 2025. The story is moving not only because of product innovation, but also because of the extreme reliability behind it. Users are willing to pay a premium for this peace of mind and become the faithful possession of the brand, which is the ultimate goal of the 10-year free package。
"no after-sales service is required for the best." the words of dong ming joo reveal the essence of the pursuit of glacial quality: to reassure consumers and use them comfortably is to be most responsible to consumers。
Through a 10-year free package, dong myeong ju completed a comprehensive upgrading of the service concept. She moved the end of service from reactive response to trouble resolution to proactive fault prevention. It is a business ethic that gives absolute priority to the interests of its users and a strategic vision of confidence in the future。
Love and pattern: to make the world love china
In 2025, dong myung-ju stood by his heart in his quest for change。
During the year, she pushed for a series of changes by gwig: she pushed for the “mingju sanistor of dong” strategy and tried to redefine gwig from a single-product manufacturer as “a provider of healthy life solutions”. “times are changing, markets are changing, and consumer demand is changing. Businesses cannot follow the rules and must follow their course.” according to dong myung-ju, the “chun myung-ju healthist” strategy is a necessary option for gwig to respond to rising consumption trends. Consumers now need not only high-quality household appliances, but also healthy and comfortable lifestyles. We need to experience the value of glig's brand through scenery."
She embraces traffic, reconciles with the former secretary, meng yu children, and broadcasts live, launching the “-30°c breathless live challenge” on black blind island, heilongjiang province, creating a live record。
These changes have allowed the outside world to see a chongju that has evolved over time, but her core values remain unchanged. The series of decisions taken by dong myung-ju in 2025 seemed to be independent, but was unified by a larger vision: “let the world fall in love with china”。
This vision is reflected in the care given to front-line workers, in the quality of the product, in the care given to consumers in the long term, and in the global vision of gwi as a leading chinese manufacturing enterprise。
Dong myung-ju does not pursue the wind, does not superstitiously believe in capital, or even at the expense of short-term profits, to protect what is “no value” in the eyes of others — the dignity of first-line workers, the purity of a copper pipe, a price commitment, a decade-long agreement. However, it is these “unvalueful” things that constitute the most valuable asset of all: trust。
According to dong myung ju, manufacturing is the foundation and the platform for all innovation. This belief has allowed her to maintain her fear and love for “traditional creation” in the wave of ai and intellectualization. “all internet intelligence, ai technology, etc. Must be attached to our so-called traditional industries so that consumers can experience better.”
Gwigs marched into smart equipment, numerically controlled machines, not in pursuit of hot spots, but in order to secure the foundations of chinese production and achieve technological autonomy and control. The award of the german prize for the exhibition of inventions in geneva to its digital control machine bed marks the same world respect that gwig has earned in the field of high-end manufacturing。
She's like a dedicated night watchman with a lamp called “the state of business”. She was convinced that, regardless of how technology evolves and how business models change, the nature of manufacturing never changes: to produce products that would improve human life with the best materials, the most sophisticated processes and the most sincere attitudes。
Dong myung-ju in 2025 continues to speak well and to be strong. But in the details of the high-temperature subsidy for the installation, we see the other side of dong myung-ju's pledge to reject “aluminium copper” and “no price increases” and “ten years of free repairs”。
In this age of uncertainty, the story of dong myung-ju is, in fact, a story of how to win respect in good faith, to define the future in terms of temperate cohesion and patterns. Like a lighthouse, it not only illuminates its own path, but also provides a trustworthy direction for the future of “china-made”。
