Cai Jing Wang·2025-06-19 08:05Core Insights - The 618 shopping festival has evolved into a marathon event, running from mid-May to mid-June, becoming a battleground for user acquisition among brands [1][2] - Haier Smart Home achieved comprehensive first place across multiple categories and platforms, showcasing its strength in AI technology, user interaction, and service guarantees [1][5] Category Performance - Haier Smart Home secured the top market share in various categories including refrigerators, washing machines, water heaters, and freezers, with air conditioners sharing the market [2] - Specific products like the Haier W5000SPro dishwasher and Haier washing machine series topped sales charts on platforms like Tmall and JD [2][4] Brand Development - Haier's brand engagement saw a 35% increase in active members, with significant product visibility and sales, particularly among younger consumers [4] - The premium brand Casarte experienced a 55% growth in brand asset value, leading searches on major platforms [4] Technological Strengths - Haier's AI technology enhances user experience, with innovations like the AI full-space preservation technology in the Haier麦浪 refrigerator, keeping fruits and vegetables fresh for up to 7 days [5] - The Haier washing and drying set can clean clothes in as little as 15 minutes, catering to busy consumers [5] User Interaction Strategies - Haier engaged users through live streaming events featuring executives, focusing on user stories and product demonstrations without direct sales pitches [7][9] - Interactive campaigns and themed events targeted diverse user groups, enhancing brand recall and engagement [9] Service Guarantees - Haier provided comprehensive service support throughout the purchasing process, achieving a 100% customer service response rate during the 618 period [10] - The company implemented a recycling program for old appliances, with 70% of users participating in the trade-in program [10] Conclusion - Haier Smart Home's success during the 618 festival reflects its commitment to user-centric values, leveraging technology, interaction, and service to achieve market leadership [10]