海尔智家数字化变革重构全链路

Core Insights - The core viewpoint of the articles emphasizes that in an era of information and choice overload, consumers seek not just product functionality but also an efficient, transparent, and personalized experience, which Haier Smart Home aims to deliver through digital transformation [1][2] Group 1: Digital Transformation and User Experience - Haier Smart Home has restructured its entire supply chain and logistics through digital inventory, alleviating inventory burdens and enhancing user experience by allowing 60% of products to be shipped directly from factories to users, significantly reducing financial pressure on distributors [1] - The integration of delivery and installation services into a single "delivery and installation" service allows users to track their orders in real-time via mobile, addressing previous issues of information opacity and multiple appointments [1] Group 2: Business Facilitation and Market Adaptation - Haier has introduced flexible return and exchange policies for large B-end service providers to ease the pressure of unsold inventory, while also implementing a "direct product delivery" model for small B-end customers in rural areas, ensuring a smoother purchasing process across all channels [2] - The collaboration with platforms like Amap and Douyin Local Life enables users to easily find nearby stores and available products, enhancing brand experience and customer engagement [2] Group 3: Innovation and Marketing Strategies - The self-developed AIIC user insight system captures user pain points and transforms feedback into product innovation, exemplified by the creation of a "three-tub washing machine" for multi-child families [2] - AIGC tools facilitate rapid content generation, such as "39-minute fastest wash and dry," addressing user concerns about efficiency and fostering deeper engagement in marketing [2] Group 4: Value Creation and Business Model - The ultimate goal of Haier's digital transformation is not merely the adoption of technology but to create a better business environment and enhance user experience, connecting isolated segments of research, production, and sales into a user-experience-oriented value chain [2]