Core Insights - The live streaming event by Haier and JD.com on November 11 not only boosted sales but also transformed the interaction logic between the brand and users [1] - The event showcased a shift in the live streaming industry from "traffic-driven" to "trust-driven" models, emphasizing innovative content and engagement [2] Group 1: Innovative Engagement - The appearance of four Haier executives was marked by a "wish-sharing" format, creating emotional connections with users by addressing seasonal pain points [2][3] - Interactive elements such as dialect-based product promotion and fun quizzes significantly enhanced user participation [2] - The product demonstration was transformed into a hands-on experience, showcasing product performance through experiments rather than traditional presentations [3] Group 2: Emotional Connection - The "CEO Wish Pool" segment allowed users to share creative ideas, reinforcing the emotional bond between the brand and its customers [3] - The event highlighted Haier's commitment to responding to user expectations, enhancing the brand's image and fostering deeper relationships with consumers [3] Group 3: Marketing Success - The live stream achieved a sales conversion of 12 million yuan and attracted over 3 million viewers, marking a dual success in brand exposure and sales [4] - A comprehensive online resource matrix was established, utilizing platforms like Douyin and Weibo for effective audience engagement and content dissemination [4][5] - The integration of online and offline experiences, including real-time interactions at JD.com stores, demonstrated the value of ecosystem collaboration [5]