Core Viewpoint - The article highlights the growing trend of experiential retail in the home appliance sector, particularly through Suining's "Friend Clothing Care Experience Zone," which allows consumers to engage with new washing technologies and products, leading to increased sales and consumer interest in advanced features [1][3]. Group 1: Consumer Experience and Engagement - Consumers are increasingly engaging with new home appliances through hands-on experiences, such as the "air wash" service that enhances the quality of clothing care [1]. - Suining's initiative to provide free professional clothing care has led to over 500,000 items being serviced by 2025, resulting in a 53% year-on-year increase in sales of washing and drying sets [3]. - The "Experience-Understand-Decide" model effectively lowers the barriers to understanding new appliance technologies, promoting the adoption of advanced features [3]. Group 2: Promotional Activities and Product Launches - Suining has launched the "Clothing Care Renewal Festival," collaborating with brands like Haier, Bosch, and Panasonic to offer free care services for winter clothing, addressing common laundry issues [3]. - The festival includes a range of new smart laundry products, enhancing the overall consumer experience and encouraging upgrades [3]. - The upcoming implementation of the national subsidy policy in 2026 will provide consumers with financial incentives for purchasing energy-efficient appliances, further encouraging upgrades [4]. Group 3: Changing Consumer Behavior - The shift from "passive replacement" to "active upgrading" in consumer behavior is being driven by in-store experiences, which are reshaping decision-making processes regarding home appliance purchases [5]. - Suining aims to continue enhancing user experiences and service value to support consumers in achieving "freedom in clothing care" [5].

Core Insights - Su Ning and Midea have launched a Super Brand Day event to boost sales during the Double 11 shopping festival, focusing on health upgrades and smart home products [1][3] - The event features a comprehensive customization plan that includes personalized products, subsidies, experiential scenarios, and exclusive services [1][5] Group 1: Promotional Strategies - The Super Brand Day will leverage Su Ning's consumer data and Midea's insights to offer deep customization across various channels, including innovative products like the Midea Ningjing FS1 air conditioner and the Little Swan Ningmeng 3.0 washing and drying set [3][5] - Midea will provide subsidies of 10%, 15%, and 20% for essential, trending, and home decoration scenarios, enhancing affordability for consumers [5][6] Group 2: Product Offerings - The event will showcase a range of Midea's products, including the industry-first 600L large-capacity refrigerator and a compact water purification system with low maintenance costs [3][5] - Consumers can access significant discounts, such as dishwashers starting at 3199 yuan and French-style refrigerators at 3999 yuan [6] Group 3: Consumer Engagement - The collaboration will enhance consumer experience through offline exclusive brand experience zones and online platforms like live streaming and social media for virtual shopping [6][8] - The focus is on meeting diverse consumer needs by providing tailored solutions that align with the shift from basic functionality to multi-dimensional, scenario-based demands [8]