随着今年家电市场竞争进入白热化阶段，消费者也变得更加理性，不再仅凭简单的功能介绍或折扣就轻 易下单。如何找到下一个增长引擎，成为各大品牌亟需解决的核心问题。 今年双11购物节已落幕，海尔一举登顶京东家电多品类零售额TOP1。亮眼成绩的背后，正是海尔通过 与京东深度协作，开启了从产品定义、事件营销到圈层触达的全链路"共创"模式 ，这也成为其在激烈 竞争中脱颖而出的关键。 共创爆品，真正读懂用户 营销的起点早就不是"品牌有什么"，而是"用户要什么"。海尔通过与京东联手，让"读懂用户"这件事变 得更加精准。 空调品类是共创产品的典型案例。海尔结合京东用户对空调购买行为、品类评论、客服咨询等大数据的 分析，精准捕捉到用户对 "省电、健康、舒适" 的核心诉求。以此为靶心，海尔顺势推出小红花净省电 系列、洗空气系列，以及专为双 11 打造的麦浪舒适风空调，构建起完善的爆品矩阵。 此外，海尔与京东共创的《乘风破浪的总裁》直播活动，在内容形式上实现了突破性创新，当日直播成 交达成1200w。直播跳出传统带货直播的固有框架，将总裁IP与趣味互动深度融合。在直播现场，海尔 高管们不再是刻板印象中严肃的管理者，而是化身用家乡方言带 ...

Core Insights - The Double 11 shopping festival has evolved from a simple promotional event to a multifaceted consumer experience that emphasizes practical needs, self-satisfaction, social co-creation, and brand engagement [1] - Haier has achieved significant sales growth during Double 11, with a 51% year-on-year increase and a 191% month-on-month increase, leading in various appliance categories [2] - The trend of social co-creation is reshaping brand marketing from one-way communication to two-way engagement, with Haier inviting users and influencers to participate in product testing and feedback [3][4] Product Strategy - Haier's product offerings align with the dual demands of practicality and self-satisfaction, exemplified by innovations like the "Mai Lang" refrigerator and "Lazy Wash" washing machines that address specific consumer pain points [1][2] - The introduction of high-end product lines and aesthetically appealing designs caters to younger consumers, enhancing both functionality and visual appeal [2] Brand Development - The shift from price competition to value competition highlights the importance of original technology as a core brand asset, with Haier focusing on innovative technologies that directly address consumer needs [5][6] - Haier's global R&D system leverages a vast network of experts to meet diverse market demands, ensuring that products are tailored to local preferences while maintaining a unified brand identity [7] Consumer Engagement - The interactive product testing events allow consumers to directly engage with products, providing transparent and professional evaluations that enhance purchasing confidence [4] - The emphasis on technology-driven quality experiences and brand trust is seen as a key factor in retaining customers beyond promotional events [8]