Core Insights - The core issue for major brands in the home appliance market is finding the next growth engine as competition intensifies and consumers become more rational in their purchasing decisions [1] Group 1: Co-creation and Consumer Understanding - Haier's collaboration with JD.com has enabled a more precise understanding of consumer needs, shifting the focus from what brands offer to what users want [2] - The air conditioning category exemplifies this co-creation approach, where Haier utilized big data analysis from JD.com to identify key consumer demands for "energy efficiency, health, and comfort," leading to the launch of targeted products [2] - During the Double 11 shopping festival, Haier's "Mai Lang Comfort Wind" air conditioner achieved the top single product ranking on JD.com during its launch period [2] Group 2: Innovative Marketing Strategies - Haier transformed brand marketing during major sales events by upgrading marketing nodes into public events, exemplified by the "Super Brand Day" on JD.com, which resulted in a 45% year-on-year increase in sales [5] - The live streaming event "Sailing with the President" showcased a breakthrough in content innovation, achieving sales of 12 million on the day of the event by integrating engaging interactions with company executives [7] Group 3: Targeting Different Consumer Segments - Haier's premium brand Casarte successfully reached over 40 million young high-end consumers through collaborations with celebrity IPs and offline events, achieving significant engagement [8] - The Leader brand under Haier targeted younger consumers by partnering with the popular anime IP "Pig Pig Hero," resulting in a 119% year-on-year sales increase within just 28 hours during the Double 11 event [8] Group 4: Industry Implications - Haier's success during the Double 11 event on JD.com not only highlights a successful sales strategy but also validates the value of co-creation in driving commercial growth [10] - The ongoing "brand + platform" model is expected to unleash significant potential, indicating that brands that effectively cultivate co-creation relationships with platforms will secure future growth opportunities [10]

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]