如何在日趋同质化的家电家居行业中，打造出一款现象级"网红"爆品？又如何用一款新品让原本销售排 名平平的品牌，在11.11的厮杀中逆袭到行业前3？今年11.11，大量家电家居品牌借势京东闪电新品，打 出了一场场漂亮仗。 奥维云网数据显示，今年11月3日至11月9日，在去年市场高基数和今年部分需求前置等因素作用下，国 内线上洗衣机、彩电、冰箱、空调销售额同比下滑，增长承压。 在此背景下，多款家电家居独家新品却在京东成为超级爆品，并大幅带动品牌整体销售上升。今年京东 11.11数据显示，京东家电家居闪电新品成交额同比增长150%，超2000个品牌新品增长超100%。其中， 现象级"网红"产品统帅三筒洗衣机达成了京东首发8个月销量超20万台的里程碑，品牌销售额超去年全 年；卡萨帝烟灶11.11销售额超去年全年；黑白调P3电脑椅双11狂销超25000把，驱动品牌家具品类排名 同比猛升3位。LA MARZOCCO咖啡机micra系列双十一狂销超千万，驱动品牌咖啡机品类排名同比猛 升12位。石头洗地机A30 Pro Steam洗地机双十一成交破亿，品牌洗地机排名同比猛升3位。 "好产品的共创机制、创新的运营能力是我们'打爆 ...

如何在日趋同质化的家电家居行业中，打造出一款现象级 "网红"爆品？又如何用一款新品让原本销售排名平平的 品牌，在11.11的厮杀中逆袭到行业前3？今年11.11，大量家电家居品牌借势京东闪电新品，打出了一场场漂亮 仗。 "好产品的共创机制、创新的运营能力是我们'打爆'新品的两大关键点。"京东洗衣机资深采销鑫姐向第一财经表 示，今年11.11多款"首发即爆"的家电家居新品均是京东和品牌独家共建产品，京东深度参与用户洞察、产品打 磨、供应链赋能以及营销策划等环节，实现了品牌、用户和平台的"三赢"。 "按原本路径升级"，并非一定是"好产品" 限量款 LABUBU、固体杨枝甘露、奶皮子糖葫芦……相较于这些迭代迅猛、自带话题感的快消品，高决策门槛、 长使用周期的家电家居行业，往往难有一件出圈的网红产品。 "统帅三筒洗衣机可以说是近年来大家电里的'大网红'。"在鑫姐看来，打造这一网红单品的初衷，是开发一款好产 品。 怎么才算得上一款 "好产品"？鑫姐认为，能满足用户最核心需求的产品才能称之为"好产品"，"不是简单地升级原 本技术路径，（这种做法）也可能和用户的实际需求错位。" 奥维云网数据显示，今年 11月3日至11月9 ...

Core Insights - The home appliance market during this year's Double 11 has faced significant challenges, with a shift from high growth to price competition and a focus on value creation [1][2][6] - The overall sales performance has been mixed, with some segments experiencing growth while others decline, indicating a structural change in the market [4][5] Group 1: Market Trends - The price of 55-inch Mini LED TVs has decreased to around 3000-4000 yuan, reflecting a 20% drop compared to the previous promotional period [1] - The demand for home appliances has been dispersed, leading to a lack of concentrated sales during the Double 11 event [2] - The overall sales in the home appliance sector have shown a decline, with some retailers reporting a drop in revenue by double digits [3][6] Group 2: Sales Strategies - Manufacturers and retailers are increasingly using self-subsidies to promote mid-to-high-end products due to reduced national subsidies [1][2] - Companies are focusing on smart and innovative products, with AI-enabled appliances gaining traction among consumers [4][5] - The traditional low-price strategy is losing effectiveness, prompting companies to enhance product quality and customer service [5] Group 3: Segment Performance - Certain segments, such as AI home appliances and health-related products, have seen significant growth, with sales of AI appliances accounting for over 30% of some brands' sales [4][5] - E-commerce platforms are experiencing a shift in sales dynamics, with content-driven sales channels growing rapidly [3] - The integration of smart features in appliances is becoming a key selling point, particularly in first and second-tier markets [4]

Core Insights - The overall performance of the home appliance market during this year's Double 11 shopping festival has been lackluster, with significant price competition and a shift towards mid-to-high-end products due to reduced government subsidies and a high base from last year [2][3][5] Group 1: Market Trends - The price of 55-inch Mini LED TVs has dropped to around 3000-4000 yuan, reflecting a 20% decrease compared to the previous shopping event [2] - Online and offline retail markets for televisions, refrigerators, and air conditioners have shown a year-on-year decline from November 3 to November 9 [2] - The demand for home appliances has been dispersed rather than concentrated, leading to a subdued sales environment [3] Group 2: Sales Performance - Some small appliance companies reported a 20% year-on-year increase in overall sales during Double 11, with e-commerce sales rising from 65% to 70% of total revenue [4] - A small appliance company noted that their sales on Double 11 were lower than the sales on October 20, indicating a lack of excitement during the event [3] Group 3: Pricing and Competition - The air conditioning industry saw an overall price decline of 5%-15% during Double 11, with companies like Meibang focusing on smart features to differentiate their products [3] - Some retailers reported significant declines in revenue, with one retailer experiencing a double-digit percentage drop in sales [5] Group 4: Growth Opportunities - Growth opportunities in the home appliance market are becoming more structured, with specific categories like AI products and health-oriented appliances showing significant growth [6] - JD's Double 11 report indicated a 150% increase in sales for home appliance and home goods flash new products, while Su Ning reported that smart appliances accounted for over 55% of sales [6] Group 5: Consumer Behavior - Consumers are increasingly seeking value and quality over low prices, prompting brands to focus on product quality and customer service rather than traditional low-price strategies [7] - The market is characterized by a shift away from price-based promotions towards guiding consumption through new and trendy products [7]