Core Viewpoint - The article highlights the challenges faced by the industry due to rising costs, external pressures, and a declining market, while showcasing Haier Smart Home's resilience and growth despite these adversities [1][2][3]. Group 1: Industry Challenges - Since 2025, copper prices have surged, reaching historical highs, with LME copper showing a cumulative increase of 38.69% and Shanghai copper futures exceeding 102,700 yuan per ton [1]. - The Chinese home appliance market (excluding 3C) is projected to decline by 4.3% year-on-year in 2025, with retail sales expected to drop to 893.1 billion yuan [2]. - The industry is under unprecedented operational pressure due to soaring costs, tariff challenges, and market downturns [3]. Group 2: Haier Smart Home's Performance - Haier Smart Home achieved a revenue of 302.347 billion yuan in 2025, marking a 5.71% year-on-year growth, and a record net profit of 19.553 billion yuan, up 4.39% [3]. - The company has increased its dividend payout ratio, reaching 55% in 2025, with plans to further raise it to 60% [4]. - Haier Smart Home is actively optimizing its global supply chain and has launched several strategic projects internationally, including new facilities in the U.S. and Egypt [4]. Group 3: Operational Strategies - The company has enhanced its overseas logistics and service networks, achieving an 8% reduction in logistics costs and a 13% decrease in service costs through localized operations and digital platforms [5]. - Haier Smart Home has integrated its air conditioning, smart building, and water network businesses into a larger HVAC sector, aiming to increase its revenue share from this segment from one-quarter to one-half [5]. - The company has embraced AI and digital transformation, resulting in significant operational efficiencies, including a 3.4 billion yuan cost reduction in logistics for 2025 [7]. Group 4: Future Outlook - Despite the challenges, Haier Smart Home's ability to maintain growth and adapt to market conditions positions it well for future success, as it navigates through short-term market tests and performance fluctuations [9].

Core Insights - The article discusses a paradigm shift in brand marketing towards decentralization, emphasizing user participation and co-creation in the consumer sovereignty era [1] - Haier's "crowd testing" initiative during this year's Double 11 event exemplifies this shift, allowing users to engage directly in product evaluations, thus enhancing brand trust and content creation [1][2] Group 1: Brand Marketing Evolution - Traditional brand communication is being replaced by a two-way dialogue between brands and consumers, moving from a "provider-acceptor" relationship to a collaborative co-creation model [1][4] - The rise of social media has transformed the relationship between brands and users, necessitating brands to guide rather than control, and to engage in deep conversations rather than monologues [2] Group 2: Crowd Testing Initiative - Haier's "crowd testing" involved over 10,000 square meters of interactive space showcasing products from eight industries, including refrigerators and washing machines, and featured 95 live broadcasts across major platforms [2][3] - The initiative allowed users to directly interact with products, such as disassembling a washing machine to understand its technology, thereby enhancing user comprehension and engagement [3] Group 3: User Interaction Mechanism - The event was designed to create a "living brand" experience by inviting nearly 500 influencers from various fields to participate in product evaluations, thus breaking down traditional marketing barriers [4][5] - Direct interactions between users and Haier's R&D team facilitated real-time feedback and discussions, allowing for the capture of user needs for future product iterations [5] Group 4: Long-term Brand Value Creation - The "crowd testing" initiative is seen as a way to build long-term brand equity by creating a repository of user-generated content and evaluations that can enhance brand persona and appeal [6] - By fostering user participation, Haier aims to create sustainable marketing assets that contribute to ongoing brand growth and consumer loyalty, moving beyond short-term promotional strategies [6]