Core Insights - The core issue for major brands in the home appliance market is finding the next growth engine as competition intensifies and consumers become more rational in their purchasing decisions [1] Group 1: Co-creation and Consumer Understanding - Haier's collaboration with JD.com has enabled a more precise understanding of consumer needs, shifting the focus from what brands offer to what users want [2] - The air conditioning category exemplifies this co-creation approach, where Haier utilized big data analysis from JD.com to identify key consumer demands for "energy efficiency, health, and comfort," leading to the launch of targeted products [2] - During the Double 11 shopping festival, Haier's "Mai Lang Comfort Wind" air conditioner achieved the top single product ranking on JD.com during its launch period [2] Group 2: Innovative Marketing Strategies - Haier transformed brand marketing during major sales events by upgrading marketing nodes into public events, exemplified by the "Super Brand Day" on JD.com, which resulted in a 45% year-on-year increase in sales [5] - The live streaming event "Sailing with the President" showcased a breakthrough in content innovation, achieving sales of 12 million on the day of the event by integrating engaging interactions with company executives [7] Group 3: Targeting Different Consumer Segments - Haier's premium brand Casarte successfully reached over 40 million young high-end consumers through collaborations with celebrity IPs and offline events, achieving significant engagement [8] - The Leader brand under Haier targeted younger consumers by partnering with the popular anime IP "Pig Pig Hero," resulting in a 119% year-on-year sales increase within just 28 hours during the Double 11 event [8] Group 4: Industry Implications - Haier's success during the Double 11 event on JD.com not only highlights a successful sales strategy but also validates the value of co-creation in driving commercial growth [10] - The ongoing "brand + platform" model is expected to unleash significant potential, indicating that brands that effectively cultivate co-creation relationships with platforms will secure future growth opportunities [10]

Core Insights - The air conditioning market is experiencing significant growth due to high temperatures and the "old-for-new" policy, with Haier Air Conditioning being the only brand among the top three to achieve positive growth in both sales volume and revenue share [1] - Haier's new AI air conditioning solutions focus on addressing user pain points and enhancing air quality, marking the company's entry into the AI air conditioning era [3] Market Performance - Haier Air Conditioning's installation volume increased by over 50%, with online market share rising by 2.3% and offline share growing by 2% [1] - In the high-end air solution sector, the Casarte brand saw revenue growth exceeding 50%, with a 120% year-on-year increase in sales of air solution products [1] - Global retail volume for Haier's products grew by 20%, with a net increase of 1.2 percentage points in global market share [1] Product Innovations - The newly launched Yunxi air conditioner features advanced technologies that ensure strong cooling performance even in extreme temperatures of up to 70°C and stable heating in conditions as low as -35°C [4] - The Yunxi air conditioner boasts an APF value of up to 6.03, indicating a potential annual electricity savings of 40.3%, particularly effective in hotter weather [6] - The product incorporates "sound source positioning" technology to avoid direct airflow on users, enhancing comfort [6] AI and Standards - Haier introduced the first industry standard for AI air conditioning, aiming to distinguish genuine smart features from superficial claims, thereby improving user experience [7] - The Haier brand emphasizes "healthy air," Casarte focuses on "extreme comfort," and Leader is dedicated to "smart energy saving," showcasing a comprehensive approach to AI integration across its product lines [9] Comprehensive Solutions - Haier's "one machine, three systems" solution simplifies home climate control by combining cooling, heating, and air exchange functions into a single device, saving space and reducing installation complexity [12] - The "dynamic five-constant system" from Casarte maintains temperature fluctuations within 0.5°C, ensuring consistent comfort [12] - Haier offers an "8-hour rapid replacement" service for central air conditioning systems, minimizing disruption to existing home decor during upgrades [12] User-Centric Approach - Haier's strategic launch event highlighted its commitment to user value, showcasing innovations that enhance comfort and air quality, thus redefining the home breathing experience [13]