Zhong Guo Jin Rong Xin Xi Wang·2025-11-13 06:21Core 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] Group 1: Company Performance - Haier achieved its 14th consecutive year of being the top seller across all platforms during Double 11, excelling in multiple categories including high-end appliances and live-streaming sales [1][3] - Key product categories such as refrigerators, washing machines, and water heaters saw Haier securing the highest retail sales, with 12 products exceeding 100 million in sales [3][4] - Haier's suite of AI-driven products, including the AI Fresh-keeping Refrigerator and the Leader Lazy Washing Machine, contributed significantly to its sales performance, with various products ranking first in their respective categories [5][4] Group 2: Market Strategy - The company utilized innovative marketing strategies, including a collaboration with CCTV for the "Challenge New Possibilities" campaign, achieving over 710 million total exposures and trending on social media [7][9] - Haier's approach to user experience included a "crowd-testing" initiative, engaging over 500 influencers to provide feedback directly to engineers and developers, enhancing product development [9][7] - The sales of appliance sets exceeded 4 billion yuan during Double 11, with significant growth in brand asset value and high demand for high-end and youth-oriented product lines [5][9]