趋势之下，一场与用户双向奔赴的消费浪潮，也在小家电领域生动上演。今年年初，小熊电器在AWE 展会通过全新落地成果展示，向外界释放了从小家电制造商向生活方式品牌转型的新信号。那么，何谓 生活方式品牌？近日，小熊电器通过与天猫大牌日的一场联合营销，对此做出了具象的注解。小熊电器 以"让生活有风"为主题，通过明星TVC传播、红书IP联动、达人场景种草及全域硬广覆盖，传递"品质 生活轻松可及"的品牌主张，实现从品牌到品效的营销闭环。据悉，本次小熊电器在天猫大牌日曝光量 达2亿+，带动GMV同步增长超10%。 联手天猫大牌日破圈传播，深度传递品牌新主张 今年是天猫大牌日迎来了十周年的里程碑，正积极向生活方式品牌转型的小熊电器与天猫大牌日的深度 合作，意味着，小熊电器不仅要借此向外界传达品牌新主张、新体验，更需要充分触达市场、渗透圈 层，完成新一轮外界心智对品牌认知的转化。 充分洞察用户需求与想法的小熊电器，以"让生活有风"为主题，通过代言人吴磊倾情演绎的《让生活有 风》TVC，不仅以真实用户视角穿梭于骑行、早餐、露营、办公四大场景之间，全面展示了轻松愉悦的 品质生活体验，更聚焦于每一种生活背后的真实洞察，以"风"为语境 ...

Core Insights - The core viewpoint of the article highlights the impressive financial performance of Bear Electric in Q1 2025, showcasing revenue growth and improved net profit margins after a challenging previous year [2][4]. Financial Performance - Bear Electric reported total revenue of 1.32 billion yuan in Q1 2025, representing a year-on-year increase of 10.58% [2]. - The company's net profit, excluding non-recurring items, reached 120 million yuan, marking an 8.24% year-on-year growth [2]. Industry Trends - The small home appliance industry is transitioning from "scale competition" to "value competition," with a notable trend of "secondary upgrading" in market consumption demand [2]. - According to data from Aowei Cloud Network, online sales of kitchen small appliances and personal care small appliances have shown significant growth in Q1 2025 [2]. Product Development - Bear Electric has made significant strides in product development, focusing on quality upgrades across its entire product line [3]. - The company has introduced innovative products such as the upgraded Morning Wall Breaker and multifunctional folding pots, addressing user pain points and enhancing health-conscious offerings [2][3]. Market Expansion - The company has developed comprehensive scene-based solutions to tap into user needs, leading to substantial growth in emerging business areas [3]. - Revenue from personal care products surged by 174.3%, while the mother and baby category grew by 31.8%, and the lifestyle category increased by 15.3% [3]. Strategic Acquisitions - Bear Electric has expanded its brand ecosystem through acquisitions, notably acquiring the professional oral care brand Roman, which enhances its "kitchen + lifestyle + personal care" ecosystem [3]. - The acquisition has also facilitated Bear Electric's overseas market development, with international sales increasing by 80.81% in 2024 [3]. Innovation and R&D - The company employs a user-centric development strategy, creating an innovation loop of "demand insight - product iteration - experience optimization" [3]. - Bear Electric conducts extensive user research, with over 20,000 data points collected annually, and has increased R&D investment by 36.48% in 2024 [3]. Quality Control and Manufacturing - The company has established a 2,000 m² testing and evaluation center to ensure stringent product quality control [3]. - Bear Electric has built five smart manufacturing bases to strengthen its intelligent manufacturing capabilities [3].

消费升级大潮下，一个转变正在发生——品质生活已从小众需求成为普罗大众的共同追求。知萌咨询发 布的《2024中国消费趋势报告》印证了这点：消费者想要通过消费来达到生活的品质感，且不再满足于 产品的功能属性，更追求能带来情感共鸣的生活体验。 几乎可以确定的是，满足用户品质生活需求，将成为企业创造用户价值、升华创新价值、实现战略价值 的必由之路。 但问题是，如何定义品质生活？企业又该如何满足用户的品质需求？小熊电器用实践给出了答案：基于 用户需求的全系产品品质升级、生活场景拓新，实现全场景体验重构，为用户提供轻松愉悦的品质生 活。 日本生活学家松浦弥太郎在《好物100》中写道："真正的品质生活不在于拥有多少物品，而在于每件物 品都能恰到好处地服务生活。"而这句话，也精准诠释了小熊电器一以贯之的创新哲学，不是简单增加 功能和品类，而是深度解构用户需求。 什么是恰到好处？先说一个反例。市面上很多破壁机都能细腻地打出豆浆、果泥，可以说"本职工作"已 经完成的相当不错。但到这里，需求真的已经被满足了吗？结果是，有人用完后发现很难彻底清洗，而 且有的破壁机噪音很大，早上用很容易吵醒家人……在看似高度细分的市场中、在看似已被满 ...