Core Insights - The core issue for major brands in the home appliance market is finding the next growth engine as competition intensifies and consumers become more rational in their purchasing decisions [1] Group 1: Co-creation and Consumer Understanding - Haier's collaboration with JD.com has enabled a more precise understanding of consumer needs, shifting the focus from what brands offer to what users want [2] - The air conditioning category exemplifies this co-creation approach, where Haier utilized big data analysis from JD.com to identify key consumer demands for "energy efficiency, health, and comfort," leading to the launch of targeted products [2] - During the Double 11 shopping festival, Haier's "Mai Lang Comfort Wind" air conditioner achieved the top single product ranking on JD.com during its launch period [2] Group 2: Innovative Marketing Strategies - Haier transformed brand marketing during major sales events by upgrading marketing nodes into public events, exemplified by the "Super Brand Day" on JD.com, which resulted in a 45% year-on-year increase in sales [5] - The live streaming event "Sailing with the President" showcased a breakthrough in content innovation, achieving sales of 12 million on the day of the event by integrating engaging interactions with company executives [7] Group 3: Targeting Different Consumer Segments - Haier's premium brand Casarte successfully reached over 40 million young high-end consumers through collaborations with celebrity IPs and offline events, achieving significant engagement [8] - The Leader brand under Haier targeted younger consumers by partnering with the popular anime IP "Pig Pig Hero," resulting in a 119% year-on-year sales increase within just 28 hours during the Double 11 event [8] Group 4: Industry Implications - Haier's success during the Double 11 event on JD.com not only highlights a successful sales strategy but also validates the value of co-creation in driving commercial growth [10] - The ongoing "brand + platform" model is expected to unleash significant potential, indicating that brands that effectively cultivate co-creation relationships with platforms will secure future growth opportunities [10]