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]

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].