Core Insights - New media platforms like Xiaohongshu are significantly altering consumer decision-making paths, necessitating a shift in traditional sales strategies for high-value products [3] - The training program aims to enhance the sales team's skills in leveraging Xiaohongshu's platform, improving high-value sales strategies, and deepening spatial aesthetics knowledge [3][12] Group 1: Xiaohongshu Platform Insights - The first day of training focused on Xiaohongshu's unique "grass-planting" ecosystem and operational strategies, highlighting the growing consumer interest in home life [4] - Sales elites engaged in discussions about account setup and shared their thoughts on platform operations, gaining insights from successful case studies [5] Group 2: High-Value Sales and Aesthetics - The second day emphasized the construction of product sales value and professional barriers, analyzing consumer decision logic and needs through current consumption trends [8] - Sales teams learned to communicate product aesthetics effectively by focusing on color, texture, light, and quality, enhancing their storytelling and scene-based sales techniques [8][9] Group 3: Integration of AI Tools - The training included discussions on utilizing AI tools to enhance content creation and communication efficiency, aiming to break through high-value sales bottlenecks [12] - The integration of skills in platform operation, high-value sales, and spatial aesthetics is expected to elevate the sales team's effectiveness and professionalism [12]

Industry Overview - The home appliance industry is categorized into white goods, black goods, kitchen appliances, and small appliances, with recent growth being moderate. The introduction of national subsidy policies in 2024 is expected to stimulate recovery and growth in the industry. Traditional home appliances have high penetration rates, while smart appliances and emerging niche categories show significant growth potential. Online channels are rapidly developing, with Douyin achieving a year-on-year GMV growth of 67% in the home appliance sector through content marketing and precise targeting, creating a closed loop from "interest generation" to "decision-making" to "purchase" [1][2][36]. Douyin Home Appliance Insights - The Douyin home appliance market is robust, driven by the number of buyers and pricing. Sales cycles are significantly influenced by promotional events, with high-priced major appliances benefiting from strong promotional mindsets, while small appliances can focus on scenario-based marketing during regular sales periods. In terms of categories, major appliances are concentrated in basic large items, while small appliances exhibit notable trends towards segmentation and scenario-based marketing. The leading brands in major appliances maintain a stable market position, while the market for small cleaning appliances is highly concentrated. The primary consumer demographic on Douyin consists of young families seeking technology, quality, and practicality [1][2][36]. Six Major Trends in the Industry - The home appliance industry is experiencing six major trends driven by policies, technology, and market demand: 1. "AI Home Ecosystem" integrates AI and IoT technologies to create smart ecosystems. 2. "Health Protection" focuses on health technology applications in products like refrigerators and water purifiers. 3. "Green Technology" emphasizes energy efficiency and smart integration. 4. "Ultimate Cleanliness" promotes comprehensive coverage and functional upgrades in cleaning appliances. 5. "Performance Competition" highlights performance enhancements and multifunctionality. 6. "Spatial Aesthetics" seeks to blend home appliances with home aesthetics [2][6][7]. Policy Environment - The Chinese home appliance industry is undergoing continuous upgrades driven by policy support, including the "old-for-new" program launched in August 2024, which stimulates consumer demand and industry growth. This policy not only encourages the replacement of old appliances but also accelerates the industry's transition towards online and high-end markets [6][12][14][28]. Market Dynamics - The overall market for home appliances has seen steady growth, with the national subsidy policy expected to further boost sales and average prices. The implementation of the subsidy policy in 2024 has led to significant increases in overall sales, with December showing a high growth rate. The policy has positively impacted major appliance categories, driving both sales volume and average price increases [24][28][30]. Consumer Behavior - The online sales ratio in the home appliance industry has surpassed 50% in recent years, with Douyin emerging as a key player in the content e-commerce space. Douyin's unique model, characterized by precise algorithm recommendations and immersive short video content, has successfully transformed traditional consumer paths, achieving a closed loop from content to sales [34][36][37].