众测赋能双11变现！海尔登多榜单TOP1

Core Insights - The Double 11 shopping festival has evolved from a simple promotional event to a multifaceted consumer experience that emphasizes practical needs, self-satisfaction, social co-creation, and brand engagement [1] - Haier has achieved significant sales growth during Double 11, with a 51% year-on-year increase and a 191% month-on-month increase, leading in various appliance categories [2] - The trend of social co-creation is reshaping brand marketing from one-way communication to two-way engagement, with Haier inviting users and influencers to participate in product testing and feedback [3][4] Product Strategy - Haier's product offerings align with the dual demands of practicality and self-satisfaction, exemplified by innovations like the "Mai Lang" refrigerator and "Lazy Wash" washing machines that address specific consumer pain points [1][2] - The introduction of high-end product lines and aesthetically appealing designs caters to younger consumers, enhancing both functionality and visual appeal [2] Brand Development - The shift from price competition to value competition highlights the importance of original technology as a core brand asset, with Haier focusing on innovative technologies that directly address consumer needs [5][6] - Haier's global R&D system leverages a vast network of experts to meet diverse market demands, ensuring that products are tailored to local preferences while maintaining a unified brand identity [7] Consumer Engagement - The interactive product testing events allow consumers to directly engage with products, providing transparent and professional evaluations that enhance purchasing confidence [4] - The emphasis on technology-driven quality experiences and brand trust is seen as a key factor in retaining customers beyond promotional events [8]