3 6 Ke·2025-08-05 10:40Core Insights - The implementation of national subsidy policies has activated China's trillion-dollar home appliance market, leading to significant changes in the industry dynamics and increased competition among brands [1][4] - Traditional home appliance giants like Midea, Haier, and Gree are not only consolidating their positions in major appliances but are also accelerating their expansion into niche, high-end small appliances and emerging categories to build a comprehensive ecosystem [2][4] - The rise of entrepreneur IP (intellectual property) has become a key strategy for brands to connect with consumers, driven by the national subsidy policy that has reshaped consumption patterns and competitive logic in the industry [3][5] Industry Dynamics - As of July 16, over 280 million people have claimed subsidies, generating a consumption increase of 1.6 trillion yuan, with retail sales of home appliances and audio-visual equipment surging by 30.7% year-on-year in the first half of the year [4] - The third batch of 69 billion yuan in national subsidies has been fully allocated, with plans for a fourth batch of the same amount to be distributed in October [4] Entrepreneur IP Development - The emergence of entrepreneur IP is not merely a trend but a necessary adaptation for companies facing changes in marketing environments and consumer engagement [8][10] - Xiaomi's founder Lei Jun exemplifies the successful use of personal branding, having amassed over 45 million followers on Douyin and 26 million on Weibo, significantly influencing consumer perceptions and brand loyalty [8][10] - The active presence of entrepreneurs on social media platforms allows for direct communication with consumers, enhancing brand visibility and trust [17][22] Strategic Shifts in Marketing - The shift towards entrepreneur IP reflects a broader transformation in marketing strategies, moving from brand-led development to user-centered product logic [21][26] - Companies are increasingly recognizing the need for direct consumer interaction to gather feedback and adapt their offerings, as seen with Haier's rapid response to consumer suggestions for new products [21][22] - The focus on personal branding among executives is becoming a standardized part of marketing operations, serving multiple objectives including brand building, technical communication, and sales conversion [26] Product and Innovation Focus - Despite the emphasis on entrepreneur IP, the fundamental driver of long-term success remains the intrinsic value and innovation of the products themselves [26] - The ability of companies to effectively communicate technical information and establish emotional connections with consumers is crucial for enhancing product understanding and trust [23][26]