Core Viewpoint - The article emphasizes the transformation of Haier into a user-centric enterprise, highlighting the importance of deep user relationships as a new currency in the context of changing consumer behavior and market dynamics [2][18]. Group 1: Market Dynamics - The Double 11 shopping festival has evolved from a price competition to a comprehensive contest of product quality, service capability, and brand trustworthiness [2]. - Haier has achieved impressive results during Double 11, maintaining the top position in the market for 14 consecutive years across multiple categories and channels [2]. Group 2: User-Centric Innovation - Haier has shifted its focus from "operating products" to "operating users," allowing consumers to become partners in product innovation [4]. - The introduction of the "lazy three-tub washing machine" was driven by insights into user needs, leading to a broader product suite that addresses various aspects of smart living [4][6]. Group 3: Enhanced User Experience - Haier has improved user experience by advancing its supply chain and service chain, achieving a 74% direct delivery rate for products in the first three quarters [9]. - The company aims to transform one-time customers into lifelong users through a comprehensive service platform that supports the entire user lifecycle [9]. Group 4: Innovative Interaction - Haier engages consumers by demonstrating technology in real-life scenarios, enhancing understanding through direct interaction and community testing [10][11]. - The involvement of engineers in user communication fosters transparency and builds trust through professional and honest exchanges [14]. Group 5: Multi-Brand Strategy - Haier's multi-brand strategy effectively addresses diverse consumer needs, with brands like Casarte targeting high-end markets, Haier serving mainstream families, and Leader appealing to younger consumers [16]. - This strategy reflects a deep respect for user differences and ensures that various consumer segments find suitable solutions within Haier's ecosystem [16]. Conclusion - Haier's success in the Double 11 festival exemplifies its transformation into a user-centric company, demonstrating that deep trust and user relationships are essential for building a sustainable brand in today's transparent and promotional market [18].