Core Insights - The article discusses the transformation of consumer behavior from materialism to a pursuit of emotional and lifestyle values, highlighting the emergence of a new consumption era where brands engage with users on a deeper level [1][4][17] Group 1: Brand Transformation - Xiaoxiong Electric is transitioning from a small appliance manufacturer to a lifestyle brand, as evidenced by its participation in the AWE exhibition and its marketing strategies [1][4] - The brand's new proposition, "Let Life Have Wind," is communicated through various marketing channels, including a TV commercial featuring celebrity Wu Lei, which showcases different life scenarios [4][7] Group 2: Marketing Strategy - The collaboration with Tmall's Big Brand Day aims to enhance brand recognition and market penetration, allowing Xiaoxiong Electric to convey its new brand message and user experiences [4][8] - The marketing campaign achieved over 200 million exposures and a GMV growth exceeding 10% [1] Group 3: User Engagement - Xiaoxiong Electric has initiated a topic matrix on Xiaohongshu, targeting various demographics such as white-collar workers and new middle-class consumers, resulting in over 14 million views [9] - The brand emphasizes emotional connection and lifestyle values, moving beyond mere product functionality to establish a new identity among consumers [14] Group 4: Product Innovation - Xiaoxiong Electric has upgraded its entire product line to address user pain points, such as improving the cleaning of blenders and enhancing the washing experience with its washing machines [15] - The brand's focus on creating all-scenario solutions reflects its commitment to providing a pleasant quality of life through innovative products [15][17]