齐鲁晚报.齐鲁壹点台雪超通讯员修璐璐 随着2026美加墨世界杯脚步的临近，全球"足球热"再度升温。近日，作为2026年美加墨世界杯官方赞助商的海信，更是把象征着足球最高荣誉的大力神杯 带到中国，直接点燃球迷们的运动激情。活动现场展出海信2026年世界杯全阵容定制产品，而今年最为火爆的海信三筒洗衣机也在现场亮相，引得不少球 迷围观。 这台洗衣机将绿茵场上的战术智慧直接搬进了洗护"赛场"——三筒分区洗护如同"三中卫体系"，各司其职守护全家健康；热泵洗烘一体技术像"中场指挥 官"，精准控温加速洗烘；活水洗科技则是"全能助攻"，涤净每一处"赛场战痕"。这种"战术化"的洗护设计，让海信全家筒也成为了球迷眼中"洗护领域的 冠军选手"。 分区如布阵，三筒守护全家健康 如果说足球场上的战术安排讲究位置分工、协作防守，那么海信棉花糖Ultra全家筒的分区洗护设计，恰恰将这种"各司其职"的理念融入机身本身。一台海 信全家筒相当于13kg洗衣机+9kg热泵干衣机+1kg婴儿衣物洗烘一体机+1kg内衣洗烘一体机的组合，一台满足全家洗护需求，大筒+小筒分体设计，真正实 现"一台顶四台"。其三筒结构，可分别洗涤不同类别、颜色、污染程度的 ...

Core Insights - Hisense's washing machine business has shown steady growth, with domestic revenue increasing by over 30% year-on-year and market share in the mid to high-end segments doubling [1] - The company achieved significant sales growth during the "618" shopping festival, with e-commerce sales rising by 83% year-on-year [1] - Hisense's overseas market performance has also been strong, with a market share of over 11% in the UK and exceeding 30% in countries like Croatia, Serbia, and South Africa [1] Product Innovation - Hisense launched the 4-in-1 heat pump washing and drying machine, the Hisense Cotton Candy Ultra, which features an integrated heat pump drying system and precise temperature control for gentle drying at 42 degrees [3] - The Hisense Cotton Candy Ultra has received multiple industry awards, including the "Best Design Award" at IFA and recognition as the top-selling model in its price segment [3] - The E8Q model, released in late September, has optimized space utilization while maintaining high drying efficiency, quickly becoming the second best-selling product within two weeks of its launch [3] Industry Recognition - Hisense washing machines have received various accolades, including being named a "Leading Brand in Healthy Laundry Care" and one of the "Top Ten Brands in the Washing Machine Industry," highlighting the company's comprehensive strength and leadership position in the sector [5]

Core Viewpoint - Hisense's heat pump washing and drying technology is fundamentally transforming the laundry care industry, showcasing significant advancements in product functionality and user experience [1][2]. Technology Breakthrough - The heat pump washing and drying integrated technology saves space and simplifies the laundry process by allowing clothes to transition directly from washing to drying without manual transfer, providing a convenient experience [1]. - Hisense's Zeus integrated heat pump drying system operates at a precise temperature of 42°C, consuming about 50% less energy compared to traditional methods, thus redefining drying efficiency [2]. - The technology excels in wrinkle prevention, utilizing a three-variable frequency system to gently smooth out wrinkles, achieving results comparable to manual ironing [2]. Competitive Advantage - The market for multi-tub washing machines is becoming increasingly competitive, yet few brands possess the core technology for heat pump systems, leaving a gap in addressing key issues like health isolation and energy efficiency [3]. - Hisense's Ultra family tub technology, while more complex and costly, creates a significant technological barrier that enhances its competitive edge in the market [3]. - Users are willing to pay for tangible technological benefits, which Hisense's products deliver through reduced wrinkles, no deformation, effective lint removal, and energy efficiency [3]. Innovative Value - Since launching the world's first three-tub washing machine in 2017, Hisense has developed a complete ecosystem of heat pump washing and drying products, receiving multiple awards for its innovation [4]. - The Ultra family tub has achieved recognition as the top-selling heat pump washing and drying machine in its price category, reflecting consumer trust in Hisense's technology [4]. - Hisense is expanding the application of heat pump technology across various product lines and price ranges, promoting a lifestyle of "wash and wear" for more households, which signifies a strategic move towards industry-wide technological advancement [4].

Core Insights - Hisense washing machines have been recognized as the "No. 1 in sales for heat pump washing and drying integrated machines" and "Pioneer of three-tub washing machines" at the Aowei Cloud Digital Ecological Conference held on August 27, 2025, showcasing the company's innovation and market performance [1][2] - The Hisense Cotton Candy Ultra family tub washing machine has also won the "2024-2025 Trend Product Cloud Summit Award," highlighting its excellence in product innovation and user experience [1] - Hisense's achievements reflect eight years of technological accumulation and market cultivation, establishing the company as a significant leader in the high-end laundry care sector [1][3] Product Innovation - The three-tub washing machine, launched in 2017, introduced a new category of health-oriented washing, addressing the pain points of washing different fabric types separately [2] - The Cotton Candy Ultra family tub washing machine, released in 2025, further solidifies Hisense's technical authority and market leadership in the three-tub segment [3] - The machine features a Zeus integrated heat pump drying system, which reduces the heat pump module size to one-third of traditional structures, allowing for efficient integration within standard machine bodies [4] Market Performance - In its first month of launch, the Cotton Candy Ultra family tub washing machine achieved sales exceeding 10,000 units, marking it as a benchmark product in the high-end laundry market [4] - The machine's innovative low-temperature drying technology at 42°C simulates natural air drying, protecting delicate fabrics from damage [4][5] - Hisense's washing machines have seen a 37.58% year-on-year increase in main business revenue in the first half of 2025, indicating strong growth in the domestic market [7] Technological Advancements - The Cotton Candy Ultra family tub washing machine is equipped with three independent variable frequency motors, ensuring even heat penetration and addressing common drying issues [5] - Hisense's patented active water washing technology achieves a 90% removal rate of lint and a 93% scale prevention rate, providing deep cleaning and health protection for garments [5] - The company's focus on user needs has driven continuous innovation, transitioning from a technology follower to an industry leader [3][6] Industry Trends - The home appliance market is entering a phase of stock competition, necessitating original technology to address user pain points for sustainable growth [6] - Hisense's journey from launching the world's first three-tub washing machine to becoming the top seller in the heat pump washing and drying category illustrates the shift in China's home appliance industry towards innovation-driven development [6][7] - The evolving consumer demand has shifted from merely "cleaning" to "healthy" and "refined" washing experiences, prompting Hisense to maintain a user-oriented innovation approach [6]

Core Viewpoint - China's home appliance industry is leveraging international expansion as a key growth strategy despite uncertainties in the global trade environment, with leading companies like Hisense demonstrating strong performance through diversified global operations [1] Group 1: Financial Performance - Hisense reported an annual revenue of 92.746 billion yuan, representing a year-on-year growth of 8.35%, with overseas revenue exceeding 35.6 billion yuan, up 28% [1] - In the European market, Hisense's smart large-screen refrigerators saw sales increase by over 300% year-on-year from January to November 2024 [3] Group 2: Localization and Product Development - Hisense emphasizes a "localization" strategy by establishing 16 R&D centers and 19 industrial parks overseas to better serve local markets and enhance revenue [1] - The company is focusing on AI upgrades and energy efficiency in product offerings to meet European market preferences, achieving significant improvements in product ratings and energy standards [3] Group 3: Supply Chain and Market Opportunities - Hisense is enhancing its supply chain capabilities, with a 25.8% optimization in core order fulfillment cycles and a 7.5% increase in order assurance rates [4] - The company is expanding its high-end product offerings in Europe, with a 35% increase in revenue, particularly in washing machines, which saw a 48% revenue growth [4] Group 4: Channel Efficiency and Regional Growth - In the Asia-Pacific region, Hisense implemented a multi-dimensional strategy leading to a 15% revenue increase, with significant growth in Australia (15%) and ASEAN markets (32%) [5] - The central air conditioning segment achieved an 80% revenue growth by focusing on professional channels and water machine categories [5] Group 5: Brand Marketing and Recognition - Hisense has utilized sports marketing as a key strategy for brand recognition, sponsoring major events like the UEFA European Championship and the FIFA World Cup, which has significantly boosted its global brand presence [6] - The company ranked first in the smart home appliance sector in the 2024 China Brand Global Trust Index, highlighting its strong market position [6] Group 6: Product Innovation and Technology - Hisense is launching a series of innovative products tailored for the World Cup, integrating advanced AI technology to enhance user experience in various home appliance categories [7] - The company’s long-term global strategy is characterized as a marathon rather than a sprint, emphasizing the importance of sustained efforts in navigating international markets [7]

Group 1 - The article emphasizes the importance of technological and value innovation in determining the future direction of the home appliance industry, especially in the context of the AWE 2025 event [2][29] - AWE 2025 showcased the deep integration of AI technology into home appliances, moving from basic interactions to a comprehensive ecosystem that enhances user experience [4][5] - Major brands like Samsung and Haier are leading the way in AI integration, creating smart home environments that respond to user needs in real-time [4][5] Group 2 - The article discusses the disparity in AI application effectiveness among brands, with leading companies leveraging advanced algorithms while smaller firms struggle with basic functionalities [7][8] - The rise of embodied intelligence in home appliances is highlighted, showcasing both advancements and limitations in current technology, such as the challenges faced by cooking robots in adapting to nuanced cooking styles [10][11] - The cost-effectiveness and practicality of embodied intelligence are questioned, as high-priced products may not attract consumer interest despite their advanced features [11] Group 3 - The entry of small appliance companies into the market is invigorating the traditional home appliance sector, with innovative products challenging established norms [13][14] - New entrants face significant hurdles, including the need to build service networks and establish brand recognition in a market dominated by giants like Gree and Midea [15][17] - The article notes that while new technologies can attract attention, their long-term viability and impact on the market remain uncertain [15][17] Group 4 - The article highlights innovations in traditional categories like air conditioning, where companies like Gree and Hisense are introducing advanced technologies to enhance user comfort [19][22] - The shift in refrigerator technology towards food management systems is noted, with brands like Hisense and Casarte integrating AI to provide personalized dietary recommendations [22] - The washing machine sector is experiencing a "drum revolution," with companies responding to consumer demand for more versatile washing solutions [23][24] Group 5 - The article concludes with a reflection on the industry's collective anxiety regarding technological innovation, questioning whether it should lead or adapt to consumer demand [29] - It suggests that the future of competition will hinge on the ability to create meaningful user experiences rather than merely showcasing advanced technologies [29]