跳出单向营销！海尔双11众测：用户共创激活家电营销新势能

Core Insights - The article discusses a paradigm shift in brand marketing towards decentralization, emphasizing user participation and co-creation in the consumer sovereignty era [1] - Haier's "crowd testing" initiative during this year's Double 11 event exemplifies this shift, allowing users to engage directly in product evaluations, thus enhancing brand trust and content creation [1][2] Group 1: Brand Marketing Evolution - Traditional brand communication is being replaced by a two-way dialogue between brands and consumers, moving from a "provider-acceptor" relationship to a collaborative co-creation model [1][4] - The rise of social media has transformed the relationship between brands and users, necessitating brands to guide rather than control, and to engage in deep conversations rather than monologues [2] Group 2: Crowd Testing Initiative - Haier's "crowd testing" involved over 10,000 square meters of interactive space showcasing products from eight industries, including refrigerators and washing machines, and featured 95 live broadcasts across major platforms [2][3] - The initiative allowed users to directly interact with products, such as disassembling a washing machine to understand its technology, thereby enhancing user comprehension and engagement [3] Group 3: User Interaction Mechanism - The event was designed to create a "living brand" experience by inviting nearly 500 influencers from various fields to participate in product evaluations, thus breaking down traditional marketing barriers [4][5] - Direct interactions between users and Haier's R&D team facilitated real-time feedback and discussions, allowing for the capture of user needs for future product iterations [5] Group 4: Long-term Brand Value Creation - The "crowd testing" initiative is seen as a way to build long-term brand equity by creating a repository of user-generated content and evaluations that can enhance brand persona and appeal [6] - By fostering user participation, Haier aims to create sustainable marketing assets that contribute to ongoing brand growth and consumer loyalty, moving beyond short-term promotional strategies [6]