第一财经·2025-10-28 14:35Core Viewpoint - Despite predictions of a decline in the home appliance market sales during this year's Double 11, e-commerce platforms and leading home appliance companies are striving to meet diverse consumer demands through enhanced product customization partnerships, supported by advancements in smart manufacturing [3][4]. Group 1: Market Dynamics - The sales forecast for the home appliance market during Double 11 is expected to decline year-on-year, prompting companies to innovate and adapt [3]. - Gree Electric's domestic e-commerce business head indicated that the promotional period for Double 11 is longer this year, suggesting ample opportunities remain [3]. - Gree has partnered with JD.com to launch customized products, including the "Little Cool God" air conditioner, and has also collaborated with Tmall and Douyin for product customization [3][4]. Group 2: Product Customization Efforts - JD.com has strengthened its collaboration with Gree for product customization, achieving cumulative sales of 130,000 units for the AI Energy-Saving Prince air conditioner [4]. - JD.com is also working with other brands, such as Meibang, to offer diverse product options, including the "Wind God Eye" air conditioner [4]. - Gree's market director stated that the company will tailor different products for various channels to adapt to changing consumer structures and price segments [4]. Group 3: Market Penetration Insights - Air conditioner penetration in urban areas is high, with approximately 146 units per 100 households, while rural areas, particularly in Northeast China, show much lower penetration rates of about 20 units per 100 households [4]. - Products priced below 2,100 yuan account for nearly half of the market share, indicating a shift in market structure [4]. Group 4: Challenges in Customization - A significant challenge in product customization is aligning brand perceptions with consumer data, as many brands may not recognize emerging consumer needs identified by JD.com's data analysis [5]. - Matching product performance with cost remains a critical hurdle in the customization process [5]. Group 5: Smart Manufacturing Advancements - The enhancement of smart manufacturing capabilities is providing more opportunities for product customization [6]. - Gree's smart manufacturing base in Zhuhai, with a total investment of 15 billion yuan, aims to produce 12.3 million units annually, with plans to double the number of automated production lines [6]. - The integrated smart manufacturing aims to address issues such as low efficiency in manual assembly and challenges in quality control and logistics [6].