Core Insights - The live streaming event by Haier and JD.com on November 11 not only boosted sales but also transformed the interaction logic between the brand and users [1] - The event showcased a shift in the live streaming industry from "traffic-driven" to "trust-driven" models, emphasizing innovative content and engagement [2] Group 1: Innovative Engagement - The appearance of four Haier executives was marked by a "wish-sharing" format, creating emotional connections with users by addressing seasonal pain points [2][3] - Interactive elements such as dialect-based product promotion and fun quizzes significantly enhanced user participation [2] - The product demonstration was transformed into a hands-on experience, showcasing product performance through experiments rather than traditional presentations [3] Group 2: Emotional Connection - The "CEO Wish Pool" segment allowed users to share creative ideas, reinforcing the emotional bond between the brand and its customers [3] - The event highlighted Haier's commitment to responding to user expectations, enhancing the brand's image and fostering deeper relationships with consumers [3] Group 3: Marketing Success - The live stream achieved a sales conversion of 12 million yuan and attracted over 3 million viewers, marking a dual success in brand exposure and sales [4] - A comprehensive online resource matrix was established, utilizing platforms like Douyin and Weibo for effective audience engagement and content dissemination [4][5] - The integration of online and offline experiences, including real-time interactions at JD.com stores, demonstrated the value of ecosystem collaboration [5]

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 - The global television industry is experiencing sluggish growth, with a projected decline of 1.1% in global TV shipments by 2025, according to TrendForce [1] - Despite the overall market challenges, Haier TV has achieved remarkable growth in the Pakistani market, with a sales volume increase of 22% and a sales revenue increase of 32% from January to August 2025, outperforming the industry [1] Group 1 - Haier TV's strong performance in Pakistan is part of a broader trend of high-quality global growth, with similar success observed in the Philippines, where Haier TV's sales grew by 38% in August, significantly outpacing the overall market growth of 8.7% [3] - The company's ability to achieve growth in various markets is attributed to its unwavering commitment to globalization and high-end transformation strategies, focusing on providing technologically advanced and well-designed products [3][4] - Strategic partnerships, such as the collaboration with the leading local distributor Abenson in the Philippines, have enhanced brand visibility and market coverage, contributing to Haier's competitive edge [3] Group 2 - Haier TV's success is a result of its forward-looking global strategy and high-end transformation, as well as its innovative approach centered on local market needs and consumer demands [4] - The company's continuous market achievements not only solidify its leading position but also provide a successful model for Chinese brands in their global operations [4]