第一财经·2025-12-01 10:27Core Insights - The article discusses how home appliance brands can create "internet celebrity" products and achieve significant sales growth during the 11.11 shopping festival on platforms like JD.com [1][3] - Despite a general decline in sales for major appliances, certain exclusive new products have emerged as bestsellers, driving overall brand sales upward [1][19] Sales Performance - From November 3 to November 9, 2023, online sales of washing machines, TVs, refrigerators, and air conditioners in China saw a year-on-year decline, indicating market pressure [1] - JD.com's 11.11 data shows that sales of lightning new products in the home appliance sector increased by 150% year-on-year, with over 2,000 brands seeing new product sales growth exceeding 100% [1][22] - The "Leader Three-Tub Washing Machine" achieved over 200,000 units sold within eight months of its launch, surpassing the brand's total sales for the previous year [1][7] Product Development and Innovation - The success of new products is attributed to a co-creation mechanism between JD.com and brands, focusing on user insights, product refinement, supply chain empowerment, and marketing strategies [3][22] - The "Leader Three-Tub Washing Machine" was developed in response to increasing consumer demand for separate washing of different types of clothing, addressing user pain points effectively [5][10] - The "Casa Di" small wind MAX range hood also saw significant sales growth, with its sales exceeding the previous year's total during the 11.11 event [10][13] Marketing Strategies - Innovative marketing strategies, likened to "star-making," have been employed to enhance product visibility and consumer engagement [15][16] - The marketing approach for the "Leader Three-Tub Washing Machine" involved extensive user interaction and social media engagement, resulting in over 1 billion exposures online [16][17] - The use of creative content and user-generated reviews has significantly boosted the product's popularity, with thousands of user notes shared on platforms like Xiaohongshu [17][19] Market Trends and Consumer Behavior - The article highlights a shift in consumer preferences towards high-quality, value-for-money products rather than just low-priced options, reflecting an overall trend of consumption upgrade [22][24] - JD.com has positioned itself as a primary platform for home appliance brands to launch new products, leveraging both online and offline channels to enhance consumer experience [20][22] - The co-creation model allows for faster product innovation and better alignment with consumer needs, avoiding the pitfalls of low-quality, low-cost strategies [22][24]