HAIER SMART HOME(SH:600690) Huan Qiu Wang·2025-11-12 07:51Core Insights - The 2023 Double 11 shopping festival highlighted a significant trend towards rational consumption, with brands focusing on product quality and user experience [1][3] - Haier achieved its 14th consecutive year of being the top performer across multiple categories, channels, and platforms, showcasing its competitive strength in the home appliance sector [1][3] Performance Highlights - Haier secured the top retail sales position in key categories such as refrigerators, washing machines, water heaters, and freezers, with 12 products exceeding 100 million in sales [3][4] - The high-end market saw Haier excel, particularly in the over 10,000 yuan segment, while also leading in sales across major platforms like JD, Taobao, Douyin, Kuaishou, and Xiaohongshu [3][4] Product Innovation - Haier introduced a range of AI-powered products that resonated with consumer needs, including the AI full-space preservation technology in the Mailang refrigerator, which achieved the highest sales in its category [4][6] - The Leader brand's washing machine and the Mailang air conditioner also topped their respective categories, demonstrating Haier's commitment to innovation and user satisfaction [4][6] Marketing and User Engagement - Haier's marketing strategies included collaborations with CCTV and sports IPs, resulting in over 7.1 billion total exposures and significant engagement through innovative campaigns [6][8] - The company implemented a "crowd-testing" approach, involving over 500 influencers to provide feedback directly to engineers, enhancing user interaction and product development [8] Overall Impact - Haier's success during Double 11 reflects its ability to adapt and innovate in response to changing consumer preferences, emphasizing the importance of user trust and ongoing engagement [8]