Core Insights - The article discusses how various home appliance brands successfully launched "internet celebrity" products during the 11.11 shopping festival on JD.com, despite a general decline in sales for major appliances [1][3][19] - Key factors for success include a collaborative product development model between JD.com and brands, focusing on user needs and innovative marketing strategies [3][21] Sales Performance - During the 11.11 event, JD.com reported a 150% year-on-year increase in sales for its lightning new products, with over 2,000 brands seeing sales growth exceeding 100% [1][22] - Notable products include the Tongshuai three-tub washing machine, which sold over 200,000 units within eight months of its launch, and the Casa Di small wind MAX range hood, which also surpassed last year's total sales during the event [1][10][22] Product Development and User Insights - The success of the Tongshuai three-tub washing machine is attributed to JD.com's deep understanding of consumer needs, particularly the demand for separate washing of different types of clothing [4][6] - The collaborative model allows for rapid product innovation, with JD.com leveraging user data and supply chain resources to create high-quality products that meet market demands [21][22] Marketing Strategies - Innovative marketing strategies, such as interactive campaigns and social media engagement, have been crucial in promoting new products, moving away from traditional advertising methods [15][16] - The marketing approach for the Tongshuai washing machine included user interaction and community engagement, resulting in over 10 billion exposures online [16][22] Market Trends - The article highlights a shift in consumer preferences towards high-quality, value-for-money products rather than just low-priced items, reflecting an overall trend of consumption upgrade [21][22] - JD.com has become a primary platform for home appliance brands to launch new products, utilizing both online and offline channels to enhance consumer experience [19][21]