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]

Core Insights - The air conditioning industry is experiencing a new landscape in 2025 due to demand upgrades and technological iterations, with Haier Air Conditioning showing strong performance in both cooling and heating seasons [1][3] Group 1: Performance Overview - Haier Air Conditioning achieved a net sales share growth of 2.5% from January to September, being the only brand among the top three to realize positive growth during the cooling season [1] - During the heating season, Haier's products topped multiple e-commerce rankings, including the "Quality Air Conditioner List" and "Comfort Wind Trend Air Conditioner List" on JD.com, indicating a strong market presence [1][3] Group 2: Innovation and User Engagement - Haier Air Conditioning's strong start in the heating season is attributed to a unique user engagement strategy, including a large-scale user testing event that allowed consumers to interact with AI products directly [3][5] - This innovative marketing approach transformed abstract concepts of technology into tangible experiences for users, enhancing trust and understanding of the products [5] Group 3: Market and Technical Strengths - The company is well-positioned to capitalize on market trends such as energy-saving policies and increasing heating demands in southern regions, aligning its product development with these trends [5][7] - Haier's technological advancements, such as the ability to operate effectively at -35°C and the integration of heating and cooling solutions, address specific consumer needs for winter heating [7] Group 4: User Trust and Brand Advocacy - The trust built through user testing is being leveraged as users share their experiences on social media, effectively becoming brand advocates through real-life demonstrations of product performance [7] - The growth strategy of Haier Air Conditioning is increasingly focused on user needs, supported by technological innovation and enhanced user experiences, setting the stage for continued market success [7]

Core Insights - The article highlights the strong performance of Haier air conditioners during the Double 11 shopping festival, with multiple products topping sales charts on major platforms like JD and Tmall [1][2] - A significant factor contributing to this success is a 20-day user testing campaign that generated 14.9 billion impressions and attracted 8.43 million participants, enhancing consumer trust in Haier's AI air conditioning technology [1][2] Product Performance - Haier's Mai Lang Comfort Wind air conditioner achieved top rankings in both JD's "Quality Air Conditioner List" and "Comfort Wind Trend List," while also securing the top spot in Tmall's "New Air Conditioner List" [1][2] - Other notable products include the Haier Little Red Flower energy-saving air conditioner, which ranked second in the "Healthy Wind Trend List" on JD, and the Haier Mai Lang Comfort Wind Pro, which also performed well on Tmall [2] Product Features - Haier's product lineup addresses diverse consumer needs, such as the Casarte Lingguang concealed air conditioner designed to blend seamlessly with home decor [6] - The Mai Lang Sleep New Wind air conditioner offers silent operation for a peaceful environment, while the Haier Yunxi air conditioner can operate effectively in extreme temperatures, providing heating at -35°C and cooling at 70°C [8] - The Casarte Galaxy central air conditioner provides comprehensive air management for large homes, and the Haier Warm Sun Pro central heating system offers energy-efficient winter heating solutions [10] Seasonal Transition - As the cooling season ends, the focus shifts to winter heating, with Haier's products designed to meet winter heating demands, such as the Yunxi air conditioner that addresses low-temperature heating challenges [13] - The Warm Sun Pro central heating system combines air conditioning and floor heating, ensuring even temperature distribution and energy savings [13] - Haier's commitment to innovation and user-centric design positions it well for continued growth in the heating season, with a comprehensive product matrix aimed at enhancing user comfort [13]

Core Insights - The article highlights the strong performance of Haier air conditioners during the Double 11 shopping festival, with multiple products topping sales charts on major platforms like JD and Tmall [1][3] - A significant factor contributing to this success is a 20-day user testing campaign that generated 14.9 billion impressions and attracted 8.43 million participants, enhancing consumer trust in Haier's AI air conditioning technology [1][3] Product Performance - Haier's Mai Lang Comfort Wind air conditioner achieved top rankings in both JD's "Quality Air Conditioner List" and "Comfort Wind Trend List," while also securing the top spot in Tmall's "New Air Conditioner List" [3] - The Haier Little Red Flower energy-saving air conditioner ranked second in the "Healthy Wind Trend List," showcasing its "one-click AI energy-saving" feature [3] - The Haier Mai Lang Comfort Wind Pro also performed well, recognized for its precise sensing capabilities [3] Awards and Recognition - Various Haier products received awards at the closing ceremony, reflecting the brand's ability to meet diverse consumer needs: - The Casarte Lingguang Concealed Air Conditioner won the "Home Design Award" for its aesthetic integration into home decor [6] - The Mai Lang Sleep Fresh Air Conditioner was awarded the "Sleep Guardian Award" for its quiet operation [8] - The Haier Yunxi Air Conditioner received the "Extreme Weather Award" for its performance in harsh conditions [8] - The Leader Lazy Fresh Air Conditioner was recognized for its "One-Click AI Management" feature [8] - The Casarte Galaxy Central Air Conditioner won the "Whole House Air Management Award" for its comprehensive air management capabilities [10] - The Haier Warm Sun Pro Central Heating Air Conditioner was awarded the "Warm Living Award" for its energy-efficient heating solutions [10] Seasonal Transition and Future Outlook - As the cooling season ends, Haier is focusing on its heating products to maintain growth during the winter season, addressing common consumer concerns about low-temperature heating [13] - The Haier Yunxi Air Conditioner can operate effectively in extreme cold, while the Warm Sun Pro combines air conditioning and heating for a balanced temperature [13] - The Casarte Galaxy II Central Air Conditioner offers precise temperature control and air quality features, addressing indoor air quality issues during winter [13] - Haier's comprehensive product lineup is positioned to drive growth in the upcoming heating season, emphasizing continuous innovation based on user needs [13]

Core Insights - Haier Air Conditioning has launched the "Haier Mai Lang Comfortable Wind Air Conditioner," which addresses the discomfort caused by direct airflow from traditional air conditioners, marking a shift from passive temperature control to active sensing technology [1][8] Product Features - The new air conditioner features a "human proximity gentle wind" mode that automatically adjusts airflow based on the presence of people within 2 meters, providing a comfortable experience while saving energy when no one is present within 6 meters for half an hour [3][4] - It utilizes WiFi human sensing technology to detect human positions and distances, enabling the air conditioner to switch between different airflow modes such as "ceiling wind" and "carpet wind" for optimal comfort based on room layout [4][6] Energy Efficiency - The air conditioner is designed to save approximately 432 kWh of electricity annually, which translates to significant cost savings for users [4][6] - The "Lingxi AI Energy-saving Architecture" ensures efficient operation even in extreme temperatures, maintaining cooling performance without interruption [4] User Convenience - The product supports remote control via a mobile app, allowing users to adjust settings before arriving home, and features full-chain OTA upgrades for unlocking new functionalities over time [5][6] - An AI self-cleaning function is included, which automates the cleaning process and notifies users when maintenance is needed, enhancing user convenience [4][6] Pricing and Availability - The air conditioner was launched on JD.com at a promotional price of 2,359.2 yuan for wall-mounted units and 5,919.2 yuan for floor-standing units, making it accessible for more households [8] - JD.com offers fast delivery and professional installation services, ensuring quick access to the new product [8]

Core Viewpoint - Haier Air Conditioning has introduced the "Haier Mai Lang Comfortable Wind Air Conditioner," which addresses the discomfort caused by direct airflow from traditional air conditioners, marking a shift from passive temperature control to active sensing technology [1][8]. Group 1: Product Features - The new air conditioner features "WiFi human sensing technology," which detects human presence and adjusts airflow accordingly, providing a "gentle wind when close and energy-saving when away" [5]. - It employs multi-dimensional airflow technology, allowing for various modes such as "ceiling wind" and "carpet wind," which adapt to different room layouts to enhance comfort [5][6]. - The air conditioner includes an AI self-cleaning function that automates the cleaning process, ensuring hygiene without manual intervention [6]. Group 2: User Experience - The product was showcased through a live demonstration by actor Yang Di, who highlighted the discomfort of traditional air conditioning and praised the new model for its intelligent features that enhance user comfort [3][6]. - The air conditioner is designed to save energy, reportedly saving about 432 kWh per year, which translates to significant cost savings for users [6]. Group 3: Market Launch - The Haier Mai Lang Comfortable Wind Air Conditioner was exclusively launched on JD.com on October 20, with promotional pricing of 2359.2 yuan for wall-mounted units and 5919.2 yuan for floor-standing units, making it accessible for more families [8]. - The launch includes a "fast delivery and installation" service, allowing customers to quickly receive and set up the product [8].

Core Insights - The article highlights the success of JD's exclusive co-creation model, which has led to significant sales achievements and market adaptability in the home appliance sector [1][2][12] Group 1: Exclusive Co-Creation Model - JD's exclusive co-creation model has resulted in over 300 billion yuan in GMV from more than 100 home appliance brands in just over a year [2] - This model emphasizes deep collaboration among users, platforms, and brands, focusing on precise user needs and efficient supply chain innovation [1][2] Group 2: Market Opportunities - The home appliance industry faces challenges such as price wars, product homogenization, and fragmented channels, leading to low profitability for brands [3][4] - There is a growing demand for high-end cookware and sanitary products, but high production costs and market saturation have made it difficult for brands to meet these needs [4][5] Group 3: Product Development and Efficiency - Brands like 康巴赫 and 恒洁 have leveraged JD's model to focus on creating "explosive" products, allowing them to concentrate on R&D and production [6][9] - The collaboration has led to significant improvements in production efficiency, with 恒洁 reporting a 20% increase in production efficiency and a 20% reduction in logistics costs [8] Group 4: Consumer Trends and Brand Strategy - Consumers are shifting from "replacement" to "upgrade" in their purchasing behavior, seeking higher quality products within the same budget [4][11] - Brands are moving away from a multi-SKU strategy to focus on star products, which has not led to a loss of customers but rather increased consumer confidence in their offerings [11] Group 5: Future Potential - The exclusive co-creation model is expected to continue driving growth for both JD and its partner brands, creating a sustainable ecosystem that benefits all parties involved [12]

Core Viewpoint - Haier Air Conditioning is innovating user experience by allowing customers to directly test air conditioning products in a real-life setting, enhancing decision-making for purchases during the Double 11 shopping festival [1][3]. Group 1: User Experience Innovation - Haier's new approach includes a "thousand-person testing event" where users can experience air conditioning features firsthand, moving beyond traditional parameter comparisons [1][3]. - The event showcases Haier's commitment to user experience, with a 31% year-on-year increase in all-channel sales from January to September, surpassing the total net income for 2024 within just nine months [3]. Group 2: Product Features and Technology - The air conditioning units feature advanced AI technology, such as the "Comfort Wind" that adjusts airflow based on user proximity and breathing patterns, ensuring a comfortable experience [4]. - The "Lazy Person Key" on the Leader AI air conditioner automates air quality management and energy-saving functions, potentially saving users 295 kWh of electricity annually, translating to nearly 200 yuan in cost savings [6]. - The Casarte air conditioner offers a unique design with minimal visible air vents, providing a new experience where users feel airflow without seeing the source [8]. - The Haier Warm Sun Pro central air conditioning system is designed to operate efficiently in extreme cold, maintaining heating performance at temperatures as low as -35°C while also being energy efficient [10]. Group 3: Promotional Strategies - During the Double 11 event, Haier is offering multiple incentives, including government subsidies, a 10-year warranty, interactive rewards, and discount coupons, making it easier for users to purchase their products [12]. - The testing event serves as a direct reference for consumers, allowing them to make informed decisions based on personal experience, while also promoting transparency and enhancing user experience in the industry [12].

Core Insights - Haier Air Conditioning launched its "Double 11 Renewal Festival" on October 12, showcasing AI innovations and creating an immersive experience for users to validate the technology [1][10] - The company reported a 31% year-on-year increase in total channel sales from January to September, surpassing its projected annual net revenue for 2024 within just nine months [3] - The event emphasized user experience, transforming laboratory technology into practical solutions for consumers [3][10] Product Innovations - The "Kasa Di Ling Guang Ping" air conditioner features an industry-first flat hidden design, minimizing the visibility of air outlets while maintaining airflow, appealing to users focused on home aesthetics [3][6] - The "Tongshuai AI Lazy New Wind Air Conditioner" addresses common user pain points with a "one-click management" feature that automates five AI functions, saving approximately 295 kWh of electricity annually [4][5] - The "Haier Mai Lang Comfortable Wind Air Conditioner" incorporates "AI Eye" technology to track human presence and adjust airflow accordingly, enhancing user comfort and safety [6][10] - The "Haier Nuan Yang Pro Central Air Conditioning" is designed for extreme cold conditions, maintaining heating efficiency at temperatures as low as -35°C while achieving significant energy savings [8] User Engagement - The "thousand-person testing" initiative allows users to personally experience and validate the air conditioning products, shifting the focus from mere specifications to tangible comfort and safety [10] - The event aims to redefine air conditioning consumption by combining technology, user experience, and consumer rights, emphasizing that good air quality should be a palpable experience rather than just data on a specification sheet [10]