Core Viewpoint - Haier Smart Home collaborates with Tmall Super National Supplement Day to create a promotional event named "Champion Home, Most 'Home' Stadium," enhancing the connection between football fans and home appliances through engaging experiences and substantial benefits [1][5]. Group 1: Marketing Strategy - The campaign features large-scale advertisements in key urban transit hubs, showcasing partnerships with Liverpool and Paris Saint-Germain, effectively merging football passion with Haier's innovative home appliance designs [1][2]. - A luxury bus, designed as a mobile "fan home," tours popular attractions in Changsha, displaying Haier's champion products alongside football memorabilia, creating an immersive experience for fans [2]. Group 2: Product Promotion - The live-streaming event, hosted by renowned commentator Liu Jianhong, highlights Haier's product lineup, drawing parallels between the appliances and football team roles, emphasizing their technological advantages [3][4]. - Specific products like the Haier Mairang refrigerator and air conditioner are showcased for their advanced features, achieving top sales rankings on Tmall during the promotional period [3][4]. Group 3: Customer Engagement - The event offers various user benefits, including signed memorabilia and a grand prize of a trip to Europe for a football match, incentivizing purchases over 5000 yuan [4]. - Haier aims to provide a multi-faceted experience that integrates urban marketing, product engagement, and exclusive rewards, reinforcing its position as a leading partner for over 300 million Chinese households [5].

Core Insights - JD.com continues to be the primary platform for consumers purchasing home appliances during this year's Double 11 shopping festival, with data from the platform becoming increasingly valuable for assessing brand competitiveness [1] - Haier Smart Home (600690) has emerged as a leader in the Double 11 sales, driven by a focus on user needs and delivering higher user value [1][3] User-Centric Approach - The Double 11 event is experiencing a significant shift from being platform-driven to user-driven, with Haier Smart Home concentrating on user demands rather than competitors [3] - Haier's product innovations, such as the AI-powered 512Ultra refrigerator and the cloud washing and drying set, address specific user pain points, enhancing the overall user experience [4] Enhanced User Experience - This year's extended Double 11 period tests brands' comprehensive competitive capabilities, with Haier Smart Home emphasizing user value throughout the entire shopping experience [7] - The collaboration with JD.com has led to improved service quality and efficiency, as well as expanded brand exposure across various cities [8] Innovative Engagement Strategies - Haier Smart Home launched a unique live streaming event in partnership with CCTV, which resulted in a 51% year-on-year growth in sales during the Double 11 period, securing the top position in the home appliance category [7] - The "crowd testing" initiative during Double 11 allowed nearly 500 product experts to interact with users, providing professional insights and gathering feedback for future product enhancements [8]