新玩家野心勃勃,旧格局稳如磐石,618大考揭晓了空调行业真正的竞争壁垒。 "小米总裁卢伟冰去年给我们演示了一个PPT,大致是大家电三年之内成为中国头部前三。"美的集团董事 长方洪波在近期采访中透露,"我当时差一点就想问,美的、格力、海尔,你想把哪一家挤下去?" 随后,卢伟冰在618直播中澄清,这一目标时间实为2030年而非三年内。而刚落幕的618购物节,恰好为这场 隔空对话提供了最真实的行业注脚——在竞争尤为激烈的空调市场,头部格局依然稳固。 618大考结果:三强地位没变样 尽管三巨头路径不同,但维持优势地位的背后,却有着深刻的共性:他们都长期投入于技术研发、自主制造 和广泛服务这三大"硬实力"。这是他们能够灵活调整战略,应对挑战的共同底盘。因此我们看到,618期间 三大家电巨头最高增长达到了80%,这显然不是偶然的市场波动,而是其核心竞争力带来的成果。 市场的选择权,永远掌握在每一位消费者手中。618的结果,很大程度上反映出当下消费心态的变迁。随着 信息渠道的日益发达,消费者变得越来越专业和理性。他们不再仅靠营销宣传购物,而是会通过查阅专业 评测、对比核心参数、研究用户口碑,来为自己的决策提供依据。 618 ...

Core Insights - The 618 shopping festival has evolved into a marathon event, running from mid-May to mid-June, becoming a battleground for user acquisition among brands [1][2] - Haier Smart Home achieved comprehensive first place across multiple categories and platforms, showcasing its strength in AI technology, user interaction, and service guarantees [1][5] Category Performance - Haier Smart Home secured the top market share in various categories including refrigerators, washing machines, water heaters, and freezers, with air conditioners sharing the market [2] - Specific products like the Haier W5000SPro dishwasher and Haier washing machine series topped sales charts on platforms like Tmall and JD [2][4] Brand Development - Haier's brand engagement saw a 35% increase in active members, with significant product visibility and sales, particularly among younger consumers [4] - The premium brand Casarte experienced a 55% growth in brand asset value, leading searches on major platforms [4] Technological Strengths - Haier's AI technology enhances user experience, with innovations like the AI full-space preservation technology in the Haier麦浪 refrigerator, keeping fruits and vegetables fresh for up to 7 days [5] - The Haier washing and drying set can clean clothes in as little as 15 minutes, catering to busy consumers [5] User Interaction Strategies - Haier engaged users through live streaming events featuring executives, focusing on user stories and product demonstrations without direct sales pitches [7][9] - Interactive campaigns and themed events targeted diverse user groups, enhancing brand recall and engagement [9] Service Guarantees - Haier provided comprehensive service support throughout the purchasing process, achieving a 100% customer service response rate during the 618 period [10] - The company implemented a recycling program for old appliances, with 70% of users participating in the trade-in program [10] Conclusion - Haier Smart Home's success during the 618 festival reflects its commitment to user-centric values, leveraging technology, interaction, and service to achieve market leadership [10]

去年618,胡建在直播间抢了台低价洗衣机,本以为捡了便宜,结果到货才察觉产品排水有问题,售后电话打 了三天才接通。今年618,他发现不少商家早早挂出"骨折价""限时秒杀",可仔细一看评论区,塑料件变 薄、安装额外收费的吐槽越来越多。这让他想起当初邻居王哥的感慨:"现在买东西像开盲盒,便宜是便 宜,可保不准哪就踩坑了。" 确实,当618消费节的喇叭越吹越响,不少商家为了拼低价,赚人气,开始玩起了成本套路——零件换了廉价 款,包装减了防护层,连上门安装都得"加钱加急"。 价格战的硝烟里,有人把满减公式玩到极致,有人却默默把品质做到了骨子里:就像海尔智家,不打"价格 战",在京东、天猫平台,冰箱、洗衣机、热水器、冷柜等多品类持续引领行业,稳居第一,迎来618开门红。 这事儿就像面镜子,照出了一个简单的道理:老百姓过日子,要的早已不是一时一刻的"便宜",而是能经得起 时间考验的"品质",以及由此带来的长久、省心的品质生活体验。 都知道家电行业早就过了野蛮生长的阶段了,现在拼的是技术创新。但很多企业嫌搞技术花钱又难出成 果,不舍得投入,干脆扎堆在老赛道里打价格战抢销量。大家都盯着谁卖得更便宜,没人琢磨怎么让用户用 得更 ...

Core Insights - The article highlights a shift in consumer behavior during the 618 shopping festival, focusing on quality and user experience rather than just price competition [1][11] - Haier Smart Home has achieved significant sales success, leading multiple categories on platforms like JD and Tmall, indicating strong market recognition and consumer trust [1][6][11] Consumer Trends - Consumers are increasingly seeking a balanced combination of price, brand, quality, logistics, and service, rather than just extreme cost-effectiveness [3][4] - High-income consumers in tier-one cities are particularly focused on enhancing their quality of life, which aligns with Haier's strategy of offering high-quality products [4] Product Performance - As of May 31, Haier's products, including refrigerators, washing machines, and water heaters, ranked first in multiple categories on major e-commerce platforms [1][6] - Specific products like the Haier Mountain Camellia 485 refrigerator and Haier Yunxi washing machine have become top-selling items, showcasing the effectiveness of their health-focused technologies [4][6] Technological Innovation - Haier's products incorporate advanced AI technologies that address specific consumer needs, such as food preservation and air quality improvement [6][8] - The company emphasizes the practical benefits of its technologies, which enhance user experience and solve everyday problems [6][8] Service and Quality Assurance - Haier Smart Home provides comprehensive service guarantees, including extended warranties and 24/7 customer support, ensuring a hassle-free experience for consumers [9][11] - The company has established a reputation for high-quality products that withstand rigorous testing, further solidifying consumer confidence [9][11] Market Strategy - Haier's approach focuses on respecting user needs and leveraging technology, service, and quality to create a valuable market presence [11]

Core Insights - Haier Smart Home has dominated the 618 shopping festival, achieving top rankings in multiple categories on Tmall's V list, indicating strong consumer preference for its products [1][3][5] Product Performance - Haier's washing machines, water heaters, air purifiers, and wine cabinets have all secured the top position in their respective categories, showcasing the brand's commitment to quality and user satisfaction [1][3] - Specific products like the Haier air conditioning unit, with its billion-level negative ion airflow, and the ultra-thin 10kg washing machine, which scored 9.8 in popularity, have led their categories [3][5] Consumer Trends - The 618 shopping festival has seen consumers increasingly focused on upgrading their home appliances for a better quality of life, with Haier's products being the preferred choice [1][5] - The demand for high-quality preservation in refrigerators and advanced washing technologies reflects changing consumer expectations [5][7] Technological Innovation - Haier's use of AI technology in its products, such as the magnetic control preservation technology in refrigerators and AI-driven washing machines, has enhanced user experience and satisfaction [5][7] - The integration of smart home solutions, like the Haier Little Red Flower series, demonstrates the company's commitment to providing comprehensive lifestyle enhancements [7] Market Strategy - Haier's strategy of focusing on user needs and satisfaction has been pivotal in maintaining its leading position in a competitive market [5][7] - The ongoing promotion of trade-in subsidies during the 618 festival has further incentivized consumers to upgrade their appliances [7]

618开门红的钟声刚刚敲响,晚八人齐刷刷上线,各大平台直播间更是被"已下单"疯狂刷屏!而相比剁手党 的热情,等等党显得更加谨慎,既想薅到真羊毛,又不想踩坑,哪怕货比三家后仍然举棋不定。 其实不用这么折腾!电商平台早给咱准备了抄作业的窍门,就是看销量。拿家电来说,京东把各类家电按销 售整理的明明白白,靠前的款闭眼入就行! 数据显示,截止到5月31日15点30分,海尔智家在京东平台斩获冰箱、洗衣机、热水器、冷柜等品类多项第 一,实现开门红!这些爆款可都是成千上万消费者挑出来的尖子生,跟着买准没错! 海尔智家能在这么多品类里拿第一,除了多年攒下的好口碑,他家的AI科技新品带来的智慧体验也功不可 没。比如冰箱的全空间保鲜科技堪比AI,达到一级健康保鲜标准,水果蔬菜放一周还水灵灵的,再也不怕囤 菜放坏;海尔洗衣机AI直驱洁净科技,达到一级健康标准,精洗不伤衣,轻松生活有一套。洗空气空调2.0创 新的AI健康空气净化科技,不仅能除菌、除病毒、还能释放亿级负离子,让人宅家里就感受森林风的清 新。 AI 黑科技圈粉,权益和服务也给足 光有科技给品质打底还不够。为了让用户买的放心,这次海尔智家在权益和服务上也放大招了。首先国 ...

从洗空调到洗空气：洗出健康好呼吸 大扫除时，人们总习惯清洗看得见的地方，却忽略了空气中的隐形威胁。藏在角落里的霉菌、家具里慢 慢 "跑" 出来的甲醛、窗外飘进来的 PM2.5，还有除之不尽的宠物毛发，靠擦擦洗洗根本解决不了，很 容易带来健康隐患。 擦玻璃、洗滤网、拖地板……每到换季，不少朋友的清洁清单总被填得满满当当。可即便空调滤网洗得 锃亮，开机后仍飘出若有若无的灰尘味；明明门窗紧闭，待久了还是觉得空气黏腻发闷。 很多人不知道，换季大扫除，除了洗空调，更要给空气"洗个澡"！ 5月23日，海尔带着洗空气空调亮相 天猫直播间，赶在 618 前给大家支招：这款自带亿级负离子的新品，能把家里空气洗得干干净净，让每 一次呼吸都像雨后森林般清爽。 海尔洗空气空调正是瞄准了这一点，用黑科技给空气"洗澡"。就像用水洗衣服一样，它创新应用洗空气 技术，利用高速旋转在内部形成19层水幕帘，如同下了一场暴雨，轻松洗去灰尘、螨虫、毛屑、甲醛、 异味、病毒、棉絮等脏东西，同时释放亿级负离子，让室内空气如森林氧吧般清新。 要干净更要省电，好空气也能天天用 关键还有换新福利。这次天猫首发撞上618预热，海尔空调不仅带来技术革新，更送上无 ...

既然无法缓解对未来的焦虑，就做好眼前的事情！本周家电圈，618大促如期再度打响，只是从一线市场的表现来看，有动静但 不热闹、有动作但不激烈。主要是这场大促已经彻底变为头部家电企业和渠道商家的独角戏，而市场消费的活力和用户需求的 热度，相对冷静和低迷。 这正是今年家电市场的一个重大变化：在家电"国补"政策的推动下，不只是消费被提前透支，还有主流市场争夺加速向品牌化 和寡头化集中，很多中小企业从今年一季度到二季度，整体都在"躺平"中无法挣扎。这还意味着，整个家电市场的促销基本告 别了"节假日"爆点，回归常态化的市场抢夺。 最让人意外的，还有两件事情：一是，小家电三巨头企业美的、苏泊尔、九阳，在最近的半年多时间，相继出现一轮企业操盘 手的更替，具体原因显然是企业的经营业绩和发展遭遇瓶颈，必须要通过调整才能找到新的出路；二是，日本百年家电企业松 下，在中国市场上公开通过官方服务部门出售"瑕疵"家电产品，而且力度很大，2折优惠起，说明外资品牌也在想办法盘活资 产。 与家电相关的家居行业，今年以来，相关厂商的日子也异常艰难。特别是，居然之家、红星美凯龙两家家居连锁卖场巨头的创 始人，相继面临留置和调查，进一步暴露出家居产 ...

Core Viewpoint - Haier is leveraging technology to make high-end air purification accessible to a broader audience by partnering with JD.com for online sales, aiming to eliminate the perception of high-end appliances as luxury items [1][3]. Group 1: Product Offering - Haier's air purification air conditioner, known as "洗空气空调," has been primarily sold offline, limiting access for younger consumers who prefer online shopping [3]. - The new version, "洗空气空调2.0," will be available online through JD.com, allowing consumers to easily learn about and purchase the product [3]. - The air conditioner is positioned to provide a fresh and healthy living environment, addressing common issues of indoor air quality [5]. Group 2: Pricing Strategy - The air conditioner is traditionally priced in the thousands, making it a significant investment for many consumers [3]. - Haier is offering an 80% national subsidy and additional exclusive benefits on JD.com, enabling consumers to purchase the high-end air purifier at the price of a regular air conditioner [3].