Core Insights - Haier's brand sales on Tmall Youpin are expected to exceed 10 billion, with the official flagship store contributing nearly 1 billion [1] - Tmall Youpin's online self-operated flagship store achieved a GMV of over 100 billion within a year, setting a new benchmark for the home appliance and home goods market [1][4] - Tmall Youpin's strategy leverages national subsidies to provide solutions for merchants and offline stores, benefiting both leading and small brands [1][4] Sales Performance - Tmall Youpin has significantly boosted sales for brands like Midea, contributing over 10 billion in sales growth since its establishment [5] - The platform has expanded its reach from traditional markets to cover both first and second-tier cities, enhancing its service capabilities [6] Ecosystem and Collaboration - Tmall Youpin has created a collaborative ecosystem that integrates online and offline resources, enhancing retail efficiency and operational convenience for over 12,000 offline stores [5][6] - The "Youpin Late 8" live streaming initiative has successfully attracted significant consumer engagement, with individual sessions generating over 10 million in GMV [8][9] Consumer Engagement and Marketing - The platform's focus on high-end products has resulted in over half of its offerings being premium items, supported by national subsidies [10] - Tmall Youpin has implemented a multi-faceted subsidy matrix to enhance price competitiveness and incentivize sales [11][12] Strategic Development - Tmall Youpin is evolving into a comprehensive retail platform, expanding its product range and enhancing consumer experience through innovative service offerings [11][13] - The company is actively pursuing growth through strategic partnerships with brands and enhancing its retail network to meet diverse consumer needs [14][15]

Core Insights - The Chinese refrigerator industry is projected to reach a market size of approximately 160 billion yuan in 2024, with a compound annual growth rate (CAGR) of 4.37% over the past five years [1] - China leads the world in both refrigerator production and export volume, with Haier maintaining the top global sales position for 17 consecutive years [1] Market Trends - The average retail price of refrigerators in China is expected to exceed 3,670 yuan per unit in 2024, driven by rising prices of raw materials, increased adoption of high-end products, and the integration of smart technologies [2] - The market is witnessing a growing share of high-end and built-in refrigerators, contributing to the overall price increase [2] Competitive Landscape - The domestic refrigerator market features numerous leading manufacturers, including Haier, Midea, and Rongsheng, with specific strategic initiatives outlined as follows [3]: - **Haier**: Continues to lead in global retail volume, plans to launch an AI-powered refrigerator in 2025, and has received design awards for its innovative preservation technology [5] - **Midea**: Reports a 45% year-on-year increase in retail sales for its high-end brand COLMO, with a focus on smart and energy-efficient technologies [5] - **Rongsheng**: A core brand under Hisense, plans to introduce a new series of preservation refrigerators in 2025, emphasizing energy-saving and advanced preservation features [5] - **Other Brands**: Companies like Meiling and Eason Ping are also expanding their market presence with innovative products and significant growth in overseas sales [5]