2026伊始，"新"是第一关键字。而大家最为熟悉的 海尔智家 ，则在开年也令人耳目一新。 1月6日，海尔智家发布了一支时长为一分半钟的视频《海尔智家的全球化：以小见大》。视频画面并不复杂，只是从大家最熟悉的"Haier"Logo切入，到 Logo所在的场景，以及对这个场景所在的国家业绩进行全面梳理，却透露出别出心裁的创意。因为我们从视频上看到的还是表象，更深层次的内核在于视 频向外界传递了海尔智家全球化的广度与深度。 比如，在高度成熟的欧洲市场，海尔智家白电整体份额位居中企第一，欧洲暖通两大主流渠道份额TOP1；其中在法国市场，位居千欧元以上高端大冰箱市 场第一。而在潜力巨大的新兴市场东南亚，海尔智家实现了白电整体份额第一；其中在泰国，海尔空调份额第一；在印尼，旗下AQUA成为中资品牌第 一……这只是海尔智家全球化进程中的几个代表性片段，在这些场景的背后，是遍及200多个国家和地区本土化布局的广度。 再来看深度，每一处Logo所在场景，都反映出其本土化运营的深度。无论是亚洲杯板球赛场的广告牌，还是欧洲法网赛场上的醒目Logo；也无论是澳网的 赞助，还是泰国刚刚崛起的新工业园……这些场景能够看到一个品牌本土化运 ...

Core Viewpoint - The article emphasizes the necessity of integrating marketing into the operational chain of businesses, highlighting "effectiveness of grass planting" as a strategic choice for companies to enhance their commercial value and operational efficiency [4][5]. Group 1: Effectiveness of Grass Planting - Over the past four years, the narrative around Xiaohongshu's commercialization has evolved, with "product grass planting" emerging as a key marketing strategy, indicating that "everything can be grass planted" [9][10]. - Xiaohongshu aims to measure the effectiveness of grass planting through data feedback and tools, establishing a clear connection between grass planting and business operations [10][12]. - The concept of "effectiveness of grass planting" signifies that marketing is no longer an isolated action but is closely tied to the entire business operation chain, focusing on user needs and product development [10][14]. Group 2: Understanding Specific Users - Xiaohongshu's unique asset lies in its community of real and specific users, which enhances user-generated content (UGC) and fosters connections between people and products [16][17]. - The platform has identified over 2,500 interest tags, indicating a deep understanding of user needs, which has shifted from traditional "scenes" to "situations," encompassing emotional and relational aspects [18][19]. - The article highlights the importance of capturing emotional value in marketing, as brands face challenges in addressing the emotional needs of consumers [19][20]. Group 3: Strategic Implications for Businesses - The effectiveness of grass planting is reshaping marketing strategies, encouraging businesses to nurture target audiences before product launches, leading to natural conversion during product introduction [23][24]. - Companies are redefining their understanding of costs and assets, recognizing that effective content can create reusable and cyclical assets that contribute to long-term growth [24][25]. - The influence of grass planting extends to organizational structures, with some companies establishing dedicated teams to enhance user lifetime value, indicating a shift towards a grass planting-oriented organization [26][27].

文 | 华商韬略 方乐迪 "参数竞争、流量为王、规模至上"，在市场红利期，这是一条曾指引无数品牌从0到1，获得生意增量的确凿路径。 这些难以抉择的问题背后，是在如今的市场环境下，越来越多企业要用有限的资源，在生存与增长、短期与长期、效率和创新之间不断找到经营的动态平 衡。而这几乎很难有一套标准的答案。 几天前，小红书在WILL大会上提出"种草，进入效果化时代"。这个命题背后，不单单是关于"种草"有了营销之外的价值衍生，而是一批企业的经营思路已 经围绕种草发生变化。 旧地图上的"流量地标"早已被红海淹没，企业需要驶向"新大陆"，航向恰恰就藏在对困境的破解中。 【01 赌未来，抢流量不如「养」 用户】 但低垂的果子已经摘完，消费和需求的分化，让企业的经营有了具体且尖锐的选择困境：用户需求要迎合还是引领？生意经营要规模还是利润？做品牌、营 销要理性还是感性？ 流量红利时代，无数企业将"找流量"等同于"找未来"。 但追逐"双微一抖""一抖一红"的企业，常陷入"用户留存低、复购率差"的困境——只盯住短期流量入口，却忽视了用户生命周期的价值。 "缺流量"的背后，有着更复杂的成因。有的品牌定位的"目标人群"与"实际购买人群 ...

Core Viewpoint - Xiaohongshu's commercialization strategy is evolving, focusing on "effectiveness of planting grass" as a systematic upgrade to its business model, emphasizing a full-chain approach from user insights to content and conversion [2][6][7]. Group 1: Commercialization Strategy - Xiaohongshu has 200 million monthly users who engage with the platform approximately 16 times a day, indicating strong user interaction [2]. - The introduction of "planting grass direct" and the "market" channel as primary entry points has sparked debate about the platform's strategic direction [2]. - The concept of "planting grass" has shifted from a marketing tactic to a comprehensive business strategy that integrates user insights, content creation, and operational growth [6][7]. Group 2: Effectiveness of Planting Grass - The effectiveness of planting grass is becoming a necessary trend, linking marketing actions closely with business operations [4][7]. - Xiaohongshu aims to measure the effectiveness of planting grass through data-driven tools, enhancing the connection between marketing and business outcomes [6][11]. - The platform's approach emphasizes understanding user needs and creating products that resonate with those needs, leading to a more effective marketing strategy [10][19]. Group 3: User-Centric Insights - Xiaohongshu's focus on "seeing specific people" is crucial for understanding consumer behavior and driving business growth [12][15]. - The platform has identified over 2,500 interest tags, enhancing user connections and engagement within the community [13]. - Insights into user emotions and scenarios are becoming essential for brands to create products that deliver emotional value, thus enhancing consumer engagement [18][19]. Group 4: Long-Term Business Strategy - The shift towards planting grass as a strategic choice reflects a deeper understanding of consumer decision-making processes, which can take significant time and research [25][26]. - Companies are increasingly recognizing the importance of nurturing target audiences over time, leading to natural conversion when products are launched [22][23]. - The concept of planting grass is evolving into an organizational infrastructure that supports long-term business goals and user lifecycle management [26][27].

Group 1: Policy and Economic Outlook - The Central Economic Work Conference held in Beijing from December 10 to 11 emphasized the optimization of the "Two New" policy, which refers to promoting large-scale equipment updates and the replacement of consumer goods [1] - The "Two New" policy is expected to continue through 2026, with the old-for-new subsidy policy likely to be extended and optimized [1][2] - The implementation of the "Two New" policy is projected to unlock a consumption market worth trillions, with over 25 trillion yuan in sales driven by the old-for-new policy from January to November this year [1][2] Group 2: Market Performance and Trends - The home appliance market is experiencing a surge in both quantity and quality, with significant growth in sales of health-related products [3] - Sales of high-end home appliances priced over 8,000 yuan increased by 96% year-on-year in the first half of the year [3] - The old-for-new policy has led to over 128.44 million home appliances being replaced and over 90.15 million digital products receiving subsidies [1][2] Group 3: Industry Challenges - There are notable gaps in consumer awareness of the old-for-new policy, particularly in third and fourth-tier cities and rural areas [3] - The industry faces challenges in establishing an efficient and low-cost recycling system, with high labor costs for disassembly and difficulties in balancing recycling prices [3] Group 4: Corporate Strategies and Innovations - Home appliance companies are shifting their strategies from simple product sales to providing scenario-based and ecological solutions [4] - The integration of health and AI technologies is becoming a key competitive advantage for leading companies, with significant investments in R&D [5] - Companies like Haier and Gree are actively responding to the old-for-new policies by enhancing their product offerings and transforming retail spaces to focus on health and AI solutions [4][5]

Group 1 - The core viewpoint of the articles highlights the transformative impact of AI and green technology on the home appliance industry, driven by policies such as the "old-for-new" initiative, which has invigorated the market and accelerated technological upgrades [1][25][48] - The integration of AI into home appliances has shifted from optional enhancements to fundamental redefinitions of product forms and user experiences, marking a new phase in the industry [3][27] - The sales growth of smart home products has been significant, with a reported increase of 940.7% in new smart home product barcodes, indicating a robust market trend [4][30] Group 2 - The trend towards personalized and flexible customization in home appliances is emerging, exemplified by the popularity of products like the "three-tub washing machine," which responds to consumer feedback [8][33] - The green upgrade of home appliances is gaining momentum, with a reported sales increase of over 10% for first-level energy-efficient products, reflecting a shift in consumer awareness towards sustainable living [11][36] - The aging population in China is driving the demand for elder-friendly appliances, with new standards and products being developed to cater to this demographic [13][38] Group 3 - The "Good House" initiative is fostering a deep integration of home appliances with home design, pushing for a seamless experience in kitchen and living spaces [14][39] - The trend of collaboration among major appliance brands, such as the strategic partnership between Hisense and Midea, signifies a shift from competition to "co-opetition" in the industry [19][44] - The globalization of the Chinese home appliance industry is accelerating, with companies expanding their presence through mergers and international marketing strategies, including partnerships with global sports events [21][46]

党的二十届四中全会提出："坚持扩大内需这个战略基点，坚持惠民生和促消费、投资于物和投资于人 紧密结合，以新需求引领新供给，以新供给创造新需求，促进消费和投资、供给和需求良性互动，增强 国内大循环内生动力和可靠性。" 当前，内需成为拉动我国经济增长的主动力和稳定锚。"十五五"时期是基本实现社会主义现代化夯实基 础、全面发力的关键时期。要建设强大国内市场，大力提振消费，扩大有效投资，全方位扩大国内需 求，更好发挥超大规模市场优势，推动高质量发展取得新的更大成效。 ——编 者 协同推进促消费与惠民生 随着编钟声悠扬响起，身着霓裳的演员踏着节奏，脚踩夜色缓缓升空，衣袂翩跹、动作优美。演员在空 中轻盈地旋转、腾跃，每一个动作都精准把控着力度与美感。拂袖间，花瓣如雪花般纷纷扬扬飘落。古 建飞檐与漫天花雨相映成趣。 依托丰富的历史文化资源，近年来，洛阳不断推出消费新业态，打造消费新场景，促进文化与经济的深 度融合。今年国庆中秋假期，洛阳累计接待游客879.45万人次，旅游总收入达75.63亿元。 【解读】 "十四五"时期，我国消费主引擎和稳定器作用增强，强大国内市场优势凸显。消费市场规模稳居全球第 二，服务消费保持较快增长 ...

商务部数据显示，今年前11个月，家电以旧换新数量超12844万台，家装厨卫"焕新"规模超1.2亿 件。"消费品以旧换新政策实施以来，90%的消费者选择一级能效产品，消费者绿色低碳意识被全面激 发。"中国家用电器协会执行理事长姜风表示，消费者主动选择节能产品意识显著增强，倒逼企业重视 节能技术、绿色设计，为市场提供更多节能产品。 从电视、冰箱、洗衣机的传统"三大件"到智慧互联、时尚酷炫的智能家居，家电产品科技含量越来越 高、功能越来越全、新品越来越多，为消费者体验舒适便利生活提供更多选择。 工业和信息化部等6部门近日联合印发的《关于增强消费品供需适配性进一步促进消费的实施方案》 （以下简称《方案》）多处提及家电创新。家电行业如何强化创新，精准实现供需匹配，进一步满足消 费者需求？ 绿色智能热潮涌动 智能感应人体位置决定送风方式的空调、只需轻触屏幕就能显示食材新鲜度的冰箱、自行识别障碍并规 划路径的扫地机器人……在北京中塔苏宁易购Max店，记者看到不少消费者正在体验智能家电新品。店 长王隼介绍，AI家电颇受消费者青睐，交互式产品的市场认可度持续提高。 数据显示，今年"双11"期间，苏宁易购智能家电销售占比超55% ...

数字交易打通堵点，让生意更"好做"。过去，线下门店常担心线上电商以低价冲击市场，或自己店里缺 少线上爆款。如今，海尔针对大B端服务商推出灵活的退换货政策，缓解了老品滞销压力；针对乡镇小 b端客户，则推出"产品直投"模式，即使上级服务商缺货，乡镇店主也可直接在平台下单，货物直发到 镇。这些举措的核心，都是为了让用户的购买过程更顺畅、选择更丰富，无论通过何种渠道，都能获得 一致、便捷的品牌体验。 数字门店与数字营销，把流量"抓"回来。海尔智家通过与高德地图、抖音本地生活等平台合作，使用户 能方便地查看附近门店、在售商品，甚至直接领取优惠券。更深层次的变革在于，其自研的AIIC用户 洞察体系能精准捕捉用户痛点，将用户的"吐槽"转化为产品创新源泉。例如，多孩家庭对衣物分类洗的 需求，催生了与用户共创的"三筒洗衣机"；AIGC工具则能快速生成"39分钟最快洗烘"等内容，精准回 应用户对效率的关切，让营销成为一场与用户的深度对话。 数字化变革本身并非目的，让生意更好做、让用户体验更优，才是最终的答案。海尔智家的数字化变 革，通过数字技术将"研、产、销"各个孤立环节，串联成一个以用户体验为导向的完整价值链。在这种 新范式下 ...

Group 1 - The global competition for markets is intensifying, with China's vast market being a cornerstone for its modernization efforts [1][3] - The recent China International Import Expo showcased record participation, with 36.7 million square meters of exhibition space and 4,108 exhibiting companies, including 290 Fortune 500 firms [3][5] - The shift from "market for technology" to "market nurturing technology" positions China as a source of innovation [3][7] Group 2 - China's market is characterized by its ability to lead trends, stability, and future potential, which are crucial for maintaining its position in a complex international environment [5][10] - The market is no longer just a buyer of technology but is now generating new technologies and industries driven by consumer demand [7][9] - The growth of the photovoltaic industry and the export of over 2 million new energy vehicles highlight China's ability to turn new technologies into large-scale industries [9][10] Group 3 - The scale of China's market is impressive, with significant metrics such as nearly 30 new energy vehicles produced every minute and a retail sales total of 48.3 trillion yuan, reflecting a 5.5% annual growth [10][11] - The internal circulation capability, supported by a large population and a complete industrial system, serves as a protective barrier against risks [13][15] - The ongoing reforms to improve the business environment and reduce market entry barriers are essential for unlocking the market's full potential [17][19] Group 4 - The anticipated growth of the middle-income group to over 800 million people presents substantial market opportunities in housing, education, and healthcare [15][19] - The characteristics of China's large-scale market—leadership, stability, and growth—are interconnected and essential for global competitiveness [17][19]