海尔拿下抖音双11大家电TOP1

Core Insights - The 2025 Douyin Mall Double 11 shopping festival showcased strong growth for the Douyin platform, particularly in traditional categories like beauty and apparel, as well as in major appliances, which reached historical sales highs [1] - Haier emerged as the top brand in the major appliances category, securing the number one position in refrigerators, washing machines, and water heaters, highlighting the brand's product and brand strength [1] Group 1: User-Centric Product Development - This year's Double 11 saw a shift in user demands towards smart, healthy, and adaptable products, with Haier launching a range of innovative AI-driven products to meet these new consumer needs [3] - Haier's new 512L French-style refrigerator features a 594mm ultra-thin design for seamless integration into modern kitchens, addressing installation challenges while promoting health-conscious living [3] - The Haier Yunxi 4.0 washing and drying combination machine utilizes AI technology for efficient cleaning and drying, catering to consumer concerns about winter garment care [3] - The Haier Blue Bottle electric water heater employs innovative technology to ensure clean water, aligning with user preferences for healthy bathing experiences [3] Group 2: Innovative Marketing Strategies - Haier adopted a "crowd testing" model, inviting over 500 influencers to experience products in an immersive environment, enhancing product transparency and consumer trust through live demonstrations and professional evaluations [5] - The 2025 Double 11 highlighted a trend towards long-term operational strategies over short-term sales spikes, with Haier achieving full-cycle coverage of the Douyin Mall Super Brand Day through collaboration among its three brands [6] - Haier's partnership with top sports clubs like Paris Saint-Germain and Liverpool allowed the brand to engage with core consumer demographics, leveraging sports-related content to enhance brand visibility and consumer interaction [6] - The brand's live streaming efforts included collaborations with popular influencers and sports figures, creating engaging content that resonated with younger audiences and expanded its consumer base [6] Group 3: Comprehensive Engagement and Conversion - Haier's strategy included a 24-hour "sun never sets" live streaming model to cater to diverse consumer schedules, enhancing product exposure and fostering brand loyalty [7] - The shift in the home appliance market from price competition to a focus on product quality, content, and interaction reflects Haier's successful implementation of a user-centered strategy in the content e-commerce space [7] - The combination of product innovation, content creation, and deep alignment with user needs is seen as a key factor for success in a competitive market environment [7]