丨证券研究报告丨 行业研究丨专题报告丨家用电器 [Table_Title] 如何看待白电龙头打造高管"IP"？ 报告要点 [Table_Summary] 近期，我们看到家电企业纷纷推进高管"IP"的打造。我们认为，一方面，企业管理层可以直 接和消费者在社媒平台进行交互，产品设计中的市场调研环节得到一定重构，消费者也有望获 得更多的"参与感"；另一方面，打造高管"IP"更加突出"反差感"，更加巩固"信任感"，使 得消费者可以更好了解企业文化和企业价值，企业管理层自身人格魅力也有望进一步巩固消费 者的品牌认同。 分析师及联系人 [Table_Author] 陈亮 SAC：S0490517070017 SFC：BUW408 请阅读最后评级说明和重要声明 %% %% [Table_Summary2] 海尔、美的纷纷打造高管"IP" 近期，中国家电产业或正迎来新一代高管 IP 化的战略升级。2025 年 3 月 7 日，海尔周云杰因 与雷军同框亮相时的微表情走红，并在 3 月于不同平台上开启社交账号，后续海尔集团多名管 理层亦开始社媒账号布局。2025 年 3 月 11 日，广东美的制冷设备有限公司在美的集团采购平 台 ...

Core Insights - The article highlights the vibrant consumer activity in Chengdu during the "May Day" holiday, showcasing a surge in new product launches and store openings, contributing to a "first-release economy" that enhances the shopping experience for residents and tourists [1][3][5] Group 1: New Store Openings and Product Launches - JD MALL's first store in Sichuan has become a new consumer landmark, attracting over 200,000 visitors since its opening on April 18, with significant foot traffic during the holiday [5] - The store features a 40,000 square meter immersive experience space and hosts multiple product launch events for brands like Bosch, TCL, Samsung, Siemens, and OPPO during the "May Day" period [5][7] - The main consumer products during this holiday are home appliances, including refrigerators, washing machines, air conditioners, and televisions, with a notable increase in customer traffic exceeding 20,000 by 5 PM on the first day [5][9] Group 2: Cultural and Experiential Events - The "May Day" holiday also saw the debut of the "Global Super Model Competition" in Chengdu, attracting over 20,000 attendees and merging historical industrial sites with modern fashion expressions [7][9] - The "Garfield Family: Fantastic Adventure - Immersive Theater" exhibition opened in Chengdu, offering a unique cultural experience that combines immersive storytelling with themed food and merchandise [11][13] - Various cultural activities, such as the "Spring Breeze" event and the pet food festival, were organized across Chengdu's commercial districts, enhancing the city's appeal as a vibrant consumer destination [15][16] Group 3: Market Potential and Future Plans - The article emphasizes Chengdu's potential to reshape the global fashion landscape due to its unique cultural characteristics, favorable policies, and robust infrastructure [9] - Brands are planning to expand their presence in Chengdu, with intentions to open 5-6 additional stores in the region, capitalizing on the city's youthful consumer base and growing retail sales [13]