线下销售遇冷！海尔专卖店全面ToC转型逆势领跑

Core Insights - The home appliance offline market is experiencing a decline in 2025, but Haier's specialty stores have shown remarkable performance, with overall retail scale increasing and over 80% of county customers achieving unified warehouse ToC [1][4] - Haier's Vice President announced the "9+5 model" for 2026, focusing on market changes and deepening model transformation for specialty store channels [1] Group 1: 9 Major Plans - The "9 major plans" address issues such as low foot traffic, conversion difficulties, product mismatch, complex policies, and high costs, providing targeted solutions [3] - A dual-line integration plan will be implemented to merge online platforms with offline stores, creating a new OTO model to efficiently convert foot traffic into orders [3] Group 2: Product Innovation and Iteration - Haier will promote product co-creation and iteration, with the Haier Mairang series contributing to a 7% growth in 2025, and plans to expand the product portfolio based on user feedback for 2026 [3] Group 3: Store Expansion and Experience Enhancement - Haier plans to build 3,200 new county stores and upgrade 6,100 existing ones in 2026, enhancing the in-store experience to allow users to interact with products [3] Group 4: Logistics and Cost Management - The company aims for 100% unified warehouse ToC, with significant cost savings reported by partners, such as a 30,000 reduction in costs and a 20% increase in annual sales after implementing the unified warehouse model [4] Group 5: Comprehensive Support for Dealers - Haier has outlined support in five areas, focusing on real pain points for dealers and aligning with market trends to empower stores comprehensively [5] Group 6: Brand and Cultural Center - Since its inception in 1996, Haier's specialty stores have evolved into brand, cultural, service, and experience centers, accelerating the ToC transformation to create lifelong user value with partners [7]