3 6 Ke·2025-04-20 23:52Core Insights - The article discusses how Haier leveraged the unexpected popularity of its CEO Zhou Yunjie to enhance brand visibility and product innovation, particularly through the launch of the Leader lazy washing machine [1][2][15]. Group 1: Brand Response and Strategy - Zhou Yunjie's unexpected rise to fame during the 2025 Two Sessions led to a viral social media phenomenon, significantly increasing Haier's online presence and engagement [1][3]. - The company quickly responded to the viral trend by announcing the development of a multifunctional washing machine, which was already in the pipeline, showcasing Haier's proactive brand management [2][27]. - Within a week of the product launch, Haier pre-sold 88,000 units of the new washing machine, indicating strong consumer interest and effective marketing [1][14]. Group 2: Digital and Social Media Engagement - Haier's social media strategy included a "stair-step response mechanism" that encouraged user-generated content (UGC) and transformed observers into co-creators [8][11]. - The brand utilized multiple platforms, including Douyin and Xiaohongshu, to create a comprehensive media presence around Zhou Yunjie, enhancing brand engagement through entertaining content [11][14]. - The viral campaign resulted in over 160,000 related posts across various social media platforms within a week, demonstrating the effectiveness of Haier's digital strategy [3][4]. Group 3: Product Innovation and Market Positioning - The Leader lazy washing machine was designed to meet specific consumer needs, such as washing clothes, underwear, and shoes simultaneously, reflecting Haier's focus on user-centric product development [27][28]. - The product's launch was strategically timed to capitalize on the viral trend, positioning Haier favorably in a competitive market where consumer preferences are rapidly evolving [27][34]. - Haier's financial performance in 2024 showed a global revenue of 401.6 billion yuan, an 8% increase, and a profit of 30.2 billion yuan, a 13% increase, indicating the company's strong market position and growth potential [14][15]. Group 4: Future Directions and Brand Philosophy - Zhou Yunjie emphasized that Haier aims to focus on smart living, industrial internet, and health ecosystems rather than becoming a personal brand, highlighting a commitment to product quality over celebrity status [24][28]. - The article suggests that Haier's approach to integrating personal IP with brand strategy could serve as a model for other companies in the digital age, where user engagement and product innovation are crucial [30][31]. - The company is positioned to continue evolving in the "user sovereignty era," aiming to transform consumers from mere users into co-builders of the brand ecosystem [31][32].