Core Insights - Haier Smart Home is leveraging technological and industrial innovation to enhance its production capabilities amidst the global trend of smart and green appliances [1] - The company emphasizes user-centric development to strengthen its core competitiveness [1] User Insights and Innovation - The Chinese consumer market is undergoing significant changes, with a long-term trend of consumption upgrading and a current focus on rationality, where users are more cautious about product quality, price, and service experience [3] - Sales of products like the "Lazy Multi-Tub Washing Machine," "Mai Lang Refrigerator," and "Mai Lang Small Blue Bottle Water Heater" are increasing, reflecting the intertwining of consumption upgrading and rationality [3] - Haier Smart Home has increased R&D investments to cater to the specific needs of different demographics, including young people, the elderly, and women [3] - The company has embraced digital transformation across its supply chain, manufacturing, and marketing, significantly improving operational efficiency and market responsiveness [3] - Innovative marketing strategies, including live streaming, have helped the executive team connect more closely with users [4] Global Localization and Competitiveness - Haier Smart Home has developed a unique global user insight by serving over 1 billion users, successfully transitioning from exporting products to localized operations and becoming a preferred brand in local markets [5] - The "three-in-one" deep localization strategy is crucial for global success, with R&D, manufacturing, and marketing rooted in local markets [5] - The "Ren Dan He Yi" model enhances local team motivation by linking employee compensation to the value created for users [5] - Global resources and local innovations support precise market adaptations, exemplified by products tailored to regional needs, such as the Profile series washing machine in North America [5] ESG and Sustainable Development - Haier Smart Home integrates ESG principles into its overseas operations, creating job opportunities and economic value for local communities, which builds long-term brand trust [6] AI Empowerment and Smart Home Ecosystem - Artificial intelligence is seen as a key driver for future development, enhancing supply chain optimization, precise marketing, and smart manufacturing [7] - AI technologies are also pivotal in product innovation and creating smart home scenarios, addressing real user pain points [7] - The company is developing the "Home GPT" model for proactive smart home services, enhancing user comfort and experience [7] Competitive Advantages and Future Outlook - Haier Smart Home's nearly 40 years of experience in the appliance industry provides deep insights into user needs, supporting its comprehensive hardware development capabilities [9] - The company aims to strengthen its integrated capabilities in hardware, software, and scenarios while maintaining innovation vitality [9] - Haier Smart Home is committed to driving the entire industry chain's growth, likening its goal to building a "tropical rainforest" ecosystem through collaboration with suppliers, government, and users [9] - The company expresses confidence in the future of manufacturing in Qingdao, advocating for the development of strategic emerging industries and new service consumption scenarios [9]

在全球家电产业智能化、绿色化浪潮奔涌之际，海尔智家（600690）作为行业龙头如何以科技创新和产 业创新融合发展锻造新质生产力？其全球化布局与智能生态战略又将如何深化？公司董秘刘晓梅近日接 受中国证券报记者专访，解码了海尔智家以用户需求为核心锻造核心竞争力的实践路径。 ● 本报记者张鹏飞 她以市场数据为证：海尔智家旗下的"懒人多筒洗衣机""麦浪冰箱""麦浪小蓝瓶热水器"等产品品类销量 持续增长，这正是消费升级与理性化交织演进下的生动注脚。 "在竞争白热化的国内市场，植根于海尔基因的，始终是'以用户为中心'。"在刘晓梅看来，研发的精准 化至关重要。多年来，海尔智家持续加大研发投入，针对年轻人、银发族、女性用户等不同群体的细分 需求进行产品创新。 "例如，捕捉年轻用户对智能与'懒人友好'的诉求，同时响应'银发经济'崛起下60后用户对智能化场景解 决方案的更高期待，我们推出的相关产品深受市场追捧。"刘晓梅告诉记者。 在运营数字化方面，海尔智家全面推进数字化转型，贯通供应链、制造和营销环节，显著提升了运营效 率与市场响应速度，"数字化转型助力我们的销售费用率实现连续三年优化。" 值得一提的是，公司大胆变革营销方式，创 ...

在运营数字化方面，海尔智家全面推进数字化转型，贯通供应链、制造和营销环节，显著提升了运营效 率与市场响应速度，"数字化转型助力我们的销售费用率实现连续三年优化。" 值得一提的是，公司大胆变革营销方式，创新性地推动高管团队集体"出圈"，通过直播等数字营销方式 与用户建立零距离互动。 洞察用户变迁： 创新驱动破局 面对中国消费市场的深刻演变，刘晓梅告诉记者，"从中长期来看，消费升级仍是不变的大趋势，但当 前呈现出鲜明的理性化特征——用户更审慎地关注产品品质、价格与服务体验的真实价值。" 她以市场数据为证：海尔智家旗下的"懒人多筒洗衣机""麦浪冰箱""麦浪小蓝瓶热水器"等产品品类销量 持续增长，这正是消费升级与理性化交织演进下的生动注脚。 "在竞争白热化的国内市场，植根于海尔基因的，始终是'以用户为中心'。"在刘晓梅看来，研发的精准 化至关重要。多年来，海尔智家持续加大研发投入，针对年轻人、银发族、女性用户等不同群体的细分 需求进行产品创新。 "例如，捕捉年轻用户对智能与'懒人友好'的诉求，同时响应'银发经济'崛起下60后用户对智能化场景解 决方案的更高期待，我们推出的相关产品深受市场追捧。"刘晓梅告诉记者。 在全 ...