随着双11大促正式落下帷幕，不少消费者此次收获颇丰——宝妈们囤了一大波母婴用品；游戏党则入手 了全新电竞设备……而作为双11的热购品类，家电品牌向来竞争激烈，到底谁是今年的"人气王"呢？ 双11战报显示，海尔实现了连续14年全网第一，包含多品类第一、多渠道第一、高端第一、大家电品牌 直播第一等多个成果。其中，麦浪套系始终保持着较高的市场关注度。数据显示，双11期间，麦浪套系 位居抖音、小红书平台家电"套系搜索"第一，且自8月份上新以来多次登上"套系搜索"第一。 海尔麦浪套系的持续走俏，不仅印证了AI智慧家电的市场潜力，更凸显了海尔持续"听劝"的创新理念价 值，正因如此，海尔才能走进全国超6成家庭。未来，随着更多深耕技术创新的企业不断发力，必将有 更多兼具颜值、性能与智慧的家电产品走进千家万户。 此外，燃气热水器的AI双循环恒温技术，解决了多人多点用水忽冷忽热的难题；冷柜的AI变频精准控 温科技，让囤货的肉类、海鲜久存也不变味……这些由麦浪套系构建的智慧体验，正把"健康"与"舒 适"刻进用户日常。 而好的体验也赢得了市场用户的认可与青睐。战报显示，海尔双11套系销售额超40亿，其中海尔麦浪套 系多款产品表现亮眼 ...

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]