如何在日趋同质化的家电家居行业中，打造出一款现象级"网红"爆品？又如何用一款新品让原本销售排 名平平的品牌，在11.11的厮杀中逆袭到行业前3？今年11.11，大量家电家居品牌借势京东闪电新品，打 出了一场场漂亮仗。 奥维云网数据显示，今年11月3日至11月9日，在去年市场高基数和今年部分需求前置等因素作用下，国 内线上洗衣机、彩电、冰箱、空调销售额同比下滑，增长承压。 在此背景下，多款家电家居独家新品却在京东成为超级爆品，并大幅带动品牌整体销售上升。今年京东 11.11数据显示，京东家电家居闪电新品成交额同比增长150%，超2000个品牌新品增长超100%。其中， 现象级"网红"产品统帅三筒洗衣机达成了京东首发8个月销量超20万台的里程碑，品牌销售额超去年全 年；卡萨帝烟灶11.11销售额超去年全年；黑白调P3电脑椅双11狂销超25000把，驱动品牌家具品类排名 同比猛升3位。LA MARZOCCO咖啡机micra系列双十一狂销超千万，驱动品牌咖啡机品类排名同比猛 升12位。石头洗地机A30 Pro Steam洗地机双十一成交破亿，品牌洗地机排名同比猛升3位。 "好产品的共创机制、创新的运营能力是我们'打爆 ...

如何在日趋同质化的家电家居行业中，打造出一款现象级 "网红"爆品？又如何用一款新品让原本销售排名平平的 品牌，在11.11的厮杀中逆袭到行业前3？今年11.11，大量家电家居品牌借势京东闪电新品，打出了一场场漂亮 仗。 "好产品的共创机制、创新的运营能力是我们'打爆'新品的两大关键点。"京东洗衣机资深采销鑫姐向第一财经表 示，今年11.11多款"首发即爆"的家电家居新品均是京东和品牌独家共建产品，京东深度参与用户洞察、产品打 磨、供应链赋能以及营销策划等环节，实现了品牌、用户和平台的"三赢"。 "按原本路径升级"，并非一定是"好产品" 限量款 LABUBU、固体杨枝甘露、奶皮子糖葫芦……相较于这些迭代迅猛、自带话题感的快消品，高决策门槛、 长使用周期的家电家居行业，往往难有一件出圈的网红产品。 "统帅三筒洗衣机可以说是近年来大家电里的'大网红'。"在鑫姐看来，打造这一网红单品的初衷，是开发一款好产 品。 怎么才算得上一款 "好产品"？鑫姐认为，能满足用户最核心需求的产品才能称之为"好产品"，"不是简单地升级原 本技术路径，（这种做法）也可能和用户的实际需求错位。" 奥维云网数据显示，今年 11月3日至11月9 ...

Core Insights - The article highlights the successful collaboration between JD.com and various home appliance brands in preparation for the 11.11 shopping festival, showcasing the effectiveness of the "exclusive co-creation model" in driving sales and product innovation [2][3][6] Group 1: Sales Performance - JD.com reported that over 2,000 home appliance brands achieved a transaction growth of over 100% year-on-year from the start of 11.11 until October 20, with new product sales increasing by 84% [2] - Specific product categories saw significant growth, such as self-cleaning range hoods with over 200% growth, and zero-coating rice cookers with a growth of 188% [2] Group 2: Product Development and Innovation - The development of the Boss E1P range hood was based on deep insights into user needs, leading to a sales figure of 7 million yuan within 28 hours of its launch on JD.com [3] - Panasonic's Xtra zero-coating rice cooker was developed in response to consumer demands for health, taste, and aesthetics, utilizing innovative technology to address common issues like sticking [3][4] Group 3: Consumer-Centric Approach - The Panasonic Q6 smart toilet focuses on essential user needs by eliminating redundant features while maintaining practical functionalities, priced competitively at 1,999 yuan [4] - JD.com and brands worked closely on marketing and operational strategies to maximize sales potential, with the Q6 achieving over 2,500 units sold within 28 hours of its launch [5] Group 4: Supply Chain Efficiency - The collaboration between JD.com and brands has led to the establishment of a highly efficient and transparent "Chinese Super Supply Chain," enhancing visibility across all production stages [5][6] - The exclusive co-creation model has evolved beyond traditional supply relationships, fostering a strategic partnership that integrates technology, product development, and logistics [5] Group 5: Future Outlook - The article suggests that the co-creation model may become a mainstream approach for collaboration between brands and platforms, optimizing user experience and enhancing product value [5][6]

Core Insights - The article highlights the success of JD's exclusive co-creation model, which has led to significant sales achievements and market adaptability in the home appliance sector [1][2][12] Group 1: Exclusive Co-Creation Model - JD's exclusive co-creation model has resulted in over 300 billion yuan in GMV from more than 100 home appliance brands in just over a year [2] - This model emphasizes deep collaboration among users, platforms, and brands, focusing on precise user needs and efficient supply chain innovation [1][2] Group 2: Market Opportunities - The home appliance industry faces challenges such as price wars, product homogenization, and fragmented channels, leading to low profitability for brands [3][4] - There is a growing demand for high-end cookware and sanitary products, but high production costs and market saturation have made it difficult for brands to meet these needs [4][5] Group 3: Product Development and Efficiency - Brands like 康巴赫 and 恒洁 have leveraged JD's model to focus on creating "explosive" products, allowing them to concentrate on R&D and production [6][9] - The collaboration has led to significant improvements in production efficiency, with 恒洁 reporting a 20% increase in production efficiency and a 20% reduction in logistics costs [8] Group 4: Consumer Trends and Brand Strategy - Consumers are shifting from "replacement" to "upgrade" in their purchasing behavior, seeking higher quality products within the same budget [4][11] - Brands are moving away from a multi-SKU strategy to focus on star products, which has not led to a loss of customers but rather increased consumer confidence in their offerings [11] Group 5: Future Potential - The exclusive co-creation model is expected to continue driving growth for both JD and its partner brands, creating a sustainable ecosystem that benefits all parties involved [12]

Core Viewpoint - The article highlights the success of the exclusive co-creation model between JD.com and various home appliance brands, which has led to the development of high-quality, cost-effective products that meet consumer demands in a saturated market [3][10]. Group 1: Product Innovation and Market Demand - The launch of a pure titanium honeycomb frying pan in collaboration with JD.com achieved remarkable sales, breaking 1 million yuan in the first 4 hours and over 3,800 units sold in 28 hours, topping the sales chart in the kitchenware category [1]. - There is a growing demand for high-end cookware driven by consumer health consciousness, yet high production costs and pricing challenges have hindered market growth [4][5]. - The exclusive co-creation model allows brands to focus on product development while JD.com guarantees large orders, enabling brands to create popular products [5][9]. Group 2: Supply Chain Efficiency and Cost Management - JD.com’s model promotes efficient supply chain management, allowing brands like Hengjie to reduce production costs by 20% through streamlined operations and advanced manufacturing techniques [8]. - The collaboration has led to a significant reduction in logistics costs, further enhancing the cost-effectiveness of products offered to consumers [8]. - By simplifying product lines and focusing on star products, brands have improved operational efficiency and consumer satisfaction, leading to increased sales [10]. Group 3: Strategic Partnerships and Market Positioning - The article emphasizes the importance of strategic partnerships between JD.com and leading brands such as Haier, Supor, and Panasonic, which have expanded JD.com's product pool and market reach [10][11]. - The exclusive co-creation model is positioned as a key strategy for both JD.com and its partners to navigate competitive pressures and discover new market opportunities [11]. - This collaborative approach not only addresses current market challenges but also lays the groundwork for sustainable growth and consumer loyalty in the future [10].