Haier overseas brand marketing weekly issue No.32

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Haier overseas brand marketing weekly issue No.32

OVERSEAS MARKETINGWEEKLY REPORT4Amazon will add ads to Prime Video next yearNews on September 25, Amazon's official websiterecently announced that Prime Video will add ads in theU.S., U.K., Germany, and Canada in early 2024, and thenexpand to France, Italy, Spain, Mexico, and Australia.Amazon will not adjust the selling price of Prime membersnext year,and will also offer a new ad-free option for U.S.Prime members, which is an additional $2.99 per month.Also, even with the ad-free service, li... [收起]
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Haier overseas brand marketing weekly issue No.32
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第1页

海尔海外品牌营销周刊

2023

Oct.20th

ISSUE 032

第2页

2

GLOBAL MARKETING NEWS

INDUSTRY INSIGHTS

DOMESTIC MARKETING CASE

Social Media Platform Dynamic News

E-commerce Platform Dynamic News

How Xiaomi’s Overseas Marketing Wins Word-of-mouth

Across The Internet (Part II)

Dyson Social Media Marketing

Casarte User Story

04

08

24

32

MARKETING HIGHLIGHTS

17 Marketing Dynamics

CONTENTS

CASARTE COLUMN

36 Casarte Marketing Case Sharing

11

第3页

GLOBAL MARKETING NEWS

第4页

OVERSEAS MARKETING

WEEKLY REPORT

4

Amazon will add ads to Prime Video next year

News on September 25, Amazon's official website

recently announced that Prime Video will add ads in the

U.S., U.K., Germany, and Canada in early 2024, and then

expand to France, Italy, Spain, Mexico, and Australia.

Amazon will not adjust the selling price of Prime members

next year,and will also offer a new ad-free option for U.S.

Prime members, which is an additional $2.99 per month.

Also, even with the ad-free service, live event content

such as sports event will continue to include ads.

Amazon increases FBA storage capacity

News on September 25, recently, Amazon released an

important announcement announcing a series of

measures to expand the storage capacity of FBA sellers

during the peak season and improve operations to ensure

that sellers are able to cope with the inventory needs of

the peak season more smoothly, while providing

customers with a pleasant delivery experience and fully

preparing for the upcoming shopping season. On the one

hand, many sellers are relieved that Amazon has

expanded its FBA storage capacity. Amazon usually raises

its warehousing fees during the peak shopping season,

which can increase costs for sellers with large backlogs of

inventory.

Amazon Web Services CEO: AWS users get early

access to Anthropic AI tools

News on September 26, Adam Selipsky, CEO of Amazon

Web Services (AWS), said AWS users get early access to

Anthropic AI tools; Amazon continues to develop

proprietary AI tools; Amazon has “a complete sense of

urgency” in advancing generative AI; Amazon is expanding

its chip supply chain “as rapidly as possible”; there is “a

strong demand” for chips in the generative AI field; and

the initial investment in Anthropic AI is $1.25 billion.

Amazon will inject billions of dollars into San

Francisco AI startups

News on September 28, e-commerce and cloud

computing giant Amazon has said it will invest $4 billion in

San Francisco’s generative artificial intelligence giant

Anthropic, taking a minority stake in the company and

setting up a giant battle between it and Microsoft

supported OpenAI. Founded by former OpenAI employees

Dario and Daniela Amodei, Anthropic is the creator of

Claude, a generative AI chatbot. The company has been

committed to portraying it as a safer alternative to other

AI products. Earlier this year, Microsoft announced a $10

billion investment in OpenAI, and just a few months ago,

OpenAI released its ChatGPT interface, which shocked the

world with its smooth response. In a statement, Amazon

said Anthropic will use its AWS Trainium and Inferentia

chips to “build, train and deploy its future base models”.

TikTok Shop UK launches “refurbished

technology” product category

News on September 26, from now on, consumers will be

able to purchase refurbished technology products from

major merchants such as eFones, Box.co.uk and Yoltso

with just a few clicks on TikTokShop. At the same time as

this news is released, TikTokShop UK will continue to

expand its range of product categories for people to

purchase directly on the platform.It is worth mentioning

that TikTokShop will offer up to 50% discount subsidies to

sellers in order to attract them to participate in its “Black

Friday” shopping festival. TikTokShop will collaborate with

premium content creators from various countries’

markets in this Black Friday and Cyber Monday sales

promotion.

E -commerce Platform Dynamic News

GLOBAL MARKETING NEWS

第5页

OVERSEAS MARKETING

WEEKLY REPORT

5

AfterShip and TikTok Shop collaborate to help

merchants synchronize products across

channels

News on September 24, AfterShip, an international ecommerce B2B SaaS platform, announced a strategic

partnership with TikTok Shop to launch AfterShip Feed, an

e-commerce SaaS product developed specifically for

TikTok Shop. With AfterShip Feed, e-commerce

merchants can automatically synchronize product

information (such as product, price, inventory, etc.) sold

on other e-commerce platforms to the TikTok Shop ecommerce platform.

Flipkart launches new function of price locking

News on September 26, Flipkart launches new function of

price locking. It is reported that recently, Jeyandran

Venugopal, chief product and technology officer of Indian

e-commerce giant Flipkart, declared at the Walmart

Converge event that Flipkart is preparing to launch a new

function that can lock the price of products, which will be

available to everyone during this year's holiday shopping

season.

Flipkart and Amazon focus on Generation Z

wallet share

News on September 28, Walmart-owned Flipkart and

Amazon are both targeting Generation Z consumers in

India. Amazon has recently launched the next-generation

store for this group, while Flipkart has launched Spoyl, an

in-app fashion platform. Both companies are investing in

technology to attract and retain these young consumers.

Generation Z shoppers have already accounted for over

25% of Flipkart's fashion customer base. In about 10 to 15

years, Flipkart wants to be more relevant than it is today,

and Spoyl is a step in this direction. Karwa of Flipkart said

that the opportunities for Generation Z are not only

limited to metropolises but also throughout India. The

factors that influence their purchasing habits are the

same in both metropolises and small towns, he added.

Although Spoyl launched with fashion products, it is

expected to add more categories in the next two

quarters. The company is considering selling products like

skateboards and helmets.

The engagement of Malay Shopee Live event

surpasses one million in the first week

News on September 28, the engagement of Malaysia

Shopee Live Skuad Stylo event surpasses one million in

the first week. Shopee Live Skuad Stylo, a new Shopee

Live column featuring Malaysian celebrities, local

influencers and #ShopeeSapotLokal sellers, is understood

to have ended its first week of live streaming successfully.

It is reported that this event attracted 1 million

Malaysians to participate and a total of 370,000 viewers.

In addition, Shopee Live Skuad Stylo achieved an

extraordinary milestone, with a 19 times increased

conversion rate of “add to shopping cart” during the live

broadcast compared to usual. At the same time, it

attracted numerous celebrities to participate and reached

a record high of 1 million engagements.

Shopee localized fulfillment program adds

Latin American site

News on September 25, Shopee announced that the

platform’s localized fulfillment program has once again

expanded, with the launch of the third-party warehouse

fulfillment model of the localized fulfillment model in four

Latin American sites: Brazil, Mexico, Colombia and Chile. It

is reported that the Shopee localized fulfillment program

aims to allow Chinese cross-border sellers to enter

Shopee through domestic business licenses, operate

localized fulfillment stores, support official overseas

warehouses, recommended warehouses, third-party

warehouses, and display local deliveries in the

foreground.

Live commerce in Indonesia is gaining

momentum, with Shopee Live being the most

commonly used

News on September 26, according to foreign media

reports, Indonesia's live e-commerce market is booming.

Shopee Live performs better than Tokopedia Play and

LazLive in the fierce market competition. Populix’s survey

shows that 69% of sellers choose Shopee Live as their

most commonly used live streaming feature. In the

transaction volume market share indicator, Shopee has

recorded the highest transaction volume market share

(56%) over the past 6 months, while in terms of

transaction volume market share (revenue share), Shopee

ranked No. 1 with a 54% transaction volume share.

E -commerce Platform Dynamic News

GLOBAL MARKETING NEWS

第6页

OVERSEAS MARKETING

WEEKLY REPORT

6

TikTok hashtag hits 100 million views, Europe

and America revive the 90s lipstick trend

News on September 25, according to Premium Beauty

News, beauty enthusiasts in Europe and America are

highly interested in '90s nostalgia style, and one of the

signature trends is the return of brown lipstick. Brown lip

makeup is a big hit on social networks and at New York

Fashion Week in September. In recent weeks, brown

lipstick has rapidly gone viral on social networks, with the

hashtags #brownlipliner, #brownlips and #brownlipstick

receiving more than 156 million, 90 million and 85 million

views on TikTok, respectively.

TikTok is constantly making new moves in the

US

News on September 25, according to foreign media

reports, TikTok is aggressively expanding its US workforce

in a bid to strengthen its e-commerce market position and

compete with Amazon. TikTok's parent company,

ByteDance, recently confirmed that the company is

making a massive hiring spree in the Seattle area. But for

now, TikTok has sublet several floors. According to the

report, TikTok is offering relocation plans worth tens of

thousands of dollars to current employees in other

offices. It is worth mentioning that in August this year,

Nicolas Le Bourgeois, former director of Amazon's US

market, also switched to TikTok to preside over TikTok's ecommerce business.

Replacing Google Search, TikTok becomes

Generation Z’s top search choice

News on September 27, it is reported that according to

the latest study by HerCampusMedia, most Generation Z

women tend to use TikTok for their search needs instead

of choosing Google.This social media has even become a

search engine, with 51% of Generation Z women using

TikTok to search and 74% of Generation Z respondents

using TikTok to search. According to the report data, 72%

of Generation Z choose to buy something after seeing it

on TikTok.

TikTok has a higher influence on Generation Z’s buying

decisions than other platforms. 80% of people use TikTok

daily compared to 2022, a 14% increase compared to last

year.

X (old Twitter) will end offering association

feature on October 31st

News on September 25, X has announced that it will end

the \"Aassociation\" feature on October 31st. According to

the help page, you will not be able to re-submit limited

submissions to a club or add members to a club after

October 31st. In addition, on the help page, while

notifying the end of the provision of the association

feature, it describes the method of deleting an association

member by temporarily untracking the object account

and tracking it again. Although not explicitly recorded, it is

clear from the above that the posts limited to associations

that have submitted in the past will continue to remain

audible and visible only to members of the association.

The association feature was partially introduced in May

2022 and was available worldwide in August of the same

year.

Meta updates Facebook Logo with darker blue

color

News on September 25, recently, Meta unveiled

Facebook’s new logo, and the changes are subtle: the new

logo has a slightly darker shade of blue. The company

describes the new design as \"bolder, vibrant and

timeless\", and in the same post announced that it is

updating the emoji Reactions to \"evoke more dimension

and emotion\". The company also said it is launching a new

dynamic color series, including light blue, sky blue, navy

blue, dark navy blue and blue. The Facebook font has also

been updated, with officials saying that the customized

font, Facebook Sans, has redesigned the wordmark and

Logo to create a consistent treatment and improve

Facebook's readability across the app.

Social Media Platform Dynamic News

GLOBAL MARKETING NEWS

第7页

INDUSTRY INSIGHT

第8页

OVERSEAS MARKETING

WEEKLY REPORT

How Xiaomi’s Overseas Marketing Wins Wordof-mouth Across The Internet (Part II)

INDUSTRY INSIGHTS

8

Redmi Note series interprets the spirit of

challenge

Since the launch of Redmi Note 7, Xiaomi's overseas team

has designed different challenge programs for each

generation of Redmi Note series with the core theme of

\"Live For the Challenge\", reflecting the spirit of challenge

of the series product line by launching into the severe

environments of extreme heights, depths and cold. After

the past three generations of extreme challenges of

\"ascending to the vastness of the universe, traveling to

the Antarctic glaciers, and diving into the depths of 100

meters\", with the launch of the new Redmi Note 10

series, the team has set its sights on the extremely hot

polar environment - a volcano that has been dormant for

six thousand years, but just happened to be active in a

recent eruption.

In order to interpret the Redmi Note 10 series' Slogan

\"Challenge your boundaries\", Xiaomi has selected Nicolas,

a French Generation Z Mi fan, to launch the \"Volcano

Challenge\" with the Redmi Note 10 among Mi fans

around the world.

In the topic introduction of LFTC on Xiaomi's official

website, Nicolas, who graduated with a degree in

engineering, didn't choose to follow the rules and become

an engineer to lead a stable and comfortable life, but

instead heeded the call of his childhood zeal and became

an outstanding drone photographer with a passion for

extreme sports photography.

Like him, there is also Icelandic director Hannes

Halldorsson who breaks through the boundaries of his

profession and life. He is in charge of this challenge video,

has another identity besides being a director - the

goalkeeper of the Icelandic national soccer team.

In the officially released short film, Nicolas braves the

severe weather challenge of the Icelandic fierce winds

and cold to maneuver a drone loaded with Redmi Note 10

to leap over a scorching volcano, capture the rolling lava

up close, and after successfully filming it, he personally

takes the powered paraglider to leap again and film it. As

he narrates in the short film:”A safe zone makes me feel

even moreinsecure.” Nicolas interprets the exploration

spirit of the Redmi Note 10 in challenging boundaries with

his own courageous hands-on practice.

At the end of 2022, Xiaomi ranked in the top five in terms of market share in 59 countries and regions around the world, and its

shipments in Western Europe ranked in the top three. Behind the eye-catching figures, it is not only because Xiaomi continues to deepen

the customization of the ultimate product experience that meets the local use needs for overseas users, but also because Xiaomi tells a

new story about the success of Chinese brands in shaping an international vision, promoting the deep integration of science and

technology and humanities and arts in the brand, so that users around the world can truly feel the joy of science and technology for life,

and receives recognition and love from a large number of Mi fans. Xiaomi itself has also consolidated and deepened its brand image and

recognition in the global market in the process of providing products and serving users. The logic behind Xiaomi's construction of

overseas brand advantages is very clear - relying on a stable triangular structure composed of product power, operational power and

brand power to build a strategic framework suitable for its own stage, accurately formulating product layout, brand promotion and

market expansion rhythm. Then, with the release of new products as the main node, it utilizes specific battles to continuously

accumulate advantages and transform marketing innovation into brand asset accumulation.

第9页

OVERSEAS MARKETING

WEEKLY REPORT

How Xiaomi’s Overseas Marketing Wins Wordof-mouth Across The Internet (Part II)

INDUSTRY INSIGHTS

9

This themed challenge film, which was shot by the two of

them together, has gained widespread attention through

a series of marketing campaigns by Xiaomi's overseas

team even before its release. The two 15-second videos

show the sound and the temperature of the volcano,

attracting speculation and anticipation about the new

challenge location of the Redmi Note series.

After the release of the themed short film, Xiaomi

Overseas also synchronized the release of a behind-thescenes short film shot from the perspective of director

Halldorsson, as well as a selling points video of the

Redmi Note 10 5G, which shows the product features and

the spiritual core of the series in an all-round way to the

global audience.

Looking back on the four challenges since its release,

Xiaomi’s overseas team first sent the Redmi Note 7 into

space in the UK, which instantly created a hot news and

successfully ignited the public’s attention, consolidated

the heat of topic for the continued hot sales of \"Little King

Kong\" overseas, and successfully established the

\"hardcore\" product features of the Redmi Note 7 in the

minds of overseas consumers.

During the subsequent launch of the Redmi Note 8 series,

Xiaomi's overseas team linked up with the newly

incubated Xiaomi Studios platform and chose a Mi Creator

from Australia, Jackson Cheng, to go on a two-week

challenge trip to Antarctica under the theme of \"Live For

the Challenge\", and used the Redmi Note 8 series to

record the entire journey.

The final edited short film \"Would You Dare?\" has

received millions of views on YouTube. While the

audience was attracted by the vastness of the glacier,

they were also impressed by the main character's spirit of

self-challenge and the performance of the product under

the weather conditions, which successfully conveyed the

brand's youthful attitude and product connotation.

It can be seen that each challenge is a new attempt to the

spirit of \"Live For the Challenge\". Around the Redmi Note

9 series, Xiaomi's overseas team has once again expanded

the \"depth\" of the challenge, inviting a Mi fan to follow

another professional diver to Saipan's most famous and

difficult “The Grotto“ for a freestyle deep diving,

presenting how to overcome inner fears in the process of

self-challenge, and reinforcing the spirit of challenge

advocated by the core.

Redmi Note Online and Offline Marketing

Interaction

Can offline storefronts also become the topic ignition

\"winning card\" of social media platform? Xiaomi has given

a positive answer. Nowadays, offline in turn drives online

\"sales\", the two ends of the marketing integration, such a

new marketing situation has long become a general trend,

and in the process of China's science and technology

enterprises collectively going overseas, such an integrated

strategy is no exception to help the brand increase their

reputation and achieve sales conversion. In order to

practice this marketing strategy, efficient \"sales\", Xiaomi

has quickly introduced a series of offline storefront

activities called Take Mi On to the Southeast Asian

market,promoting the continuous popularity of a number

of high-performance processor-equipped models in the

local market , and thus creating another successful

creative cases of brand go overseas.

Take Mi On x LifeAfter: Reinforcement of new ideas, but

also extension

Xiaomi's overseas marketing team was the first to hit this

special Mi Store event in the Indonesian market, and by

connecting online and offline marketing interactions, and

attracting a large number of customers to the store, it

directly lifted the sales conversion of Redmi Note 8 Pro.

第10页

OVERSEAS MARKETING

WEEKLY REPORT

How Xiaomi’s Overseas Marketing Wins Wordof-mouth Across The Internet (Part II)

INDUSTRY INSIGHTS

10

In this round of Take Mi On series of Mi-Store activities, in

order to fit the user's interest, strengthen the brand's

mind, and expand the volume of communication, Xiaomi

and NetEase game made a cross-border cooperation, by

joining hands with highly overseas renowned NetEase

doomsday survival monile game \"LifeAfter\" themed IP, to

create the offline Mi-Store game themed decorations,

and to feel the indomitable spirit of players to fight

against the \"doomsday\".

This cross-border cooperation greatly enhanced the

immersion, thematic, interesting and challenging nature

of the Take Mi On event site, and strengthened the youth

attribute with the association of e-sports hobbies,

implanted the Mi store promotion and publicity in the

online gaming scenario, and called for players to go to the

offline Mi store to \"compete\", which stimulated a strong

degree of participation of mobile game users. On that

day, the event attracted many local KOLs and cosplayers

to interact with each other, further raising the

atmosphere and popularity of the event.

How to plan a new product debut marketing

with a billion level exposure

When the new Xiaomi 11T is launched, it based on the key

node of the flagship new product release, Xiaomi

(@Xiaomi) is looking forward to expanding the amount of

attention and discussion among Twitter users about the

Xiaomi 11T series, as well as establishing a deeper

connection with tech enthusiasts on Twitter who are

interested in tech news and product releases.

In order to attract the target audience and stimulate

more user conversations around the brand's customized

hashtag #XiaomiHyperNews, these new upcoming

features were \"revealed\" ahead of time, and fans were

asked to retweet the brand's tweets in order to unlock

more exclusive information about the launch.

This design strongly promotes the further dissemination

and fermentation of the topic, successfully focuses the

attention of the whole platform, and fully builds

momentum for the release of new products. At the same

time, Xiaomi is making full use of voting, brand

customized trend topics, brand customized emoji

emoticons and other product features to enhance

product awareness and guide the conversation.

Collaborating with original content bloggers and

designing a warm-up foreshadowing

Collaborating with original content bloggers helps to

enhance the brand's human touch, utilizing the blogger's

own appeal and credibility to bring the brand closer to

consumers and reach target users in a more personalized

way. In the early warm-up stage, Xiaomi chose to

cooperate with @UnboxTherapy, a famous tech blogger,

to promote the discussion of Xiaomi's new technology

HyperCharge \"120W fast charging\" by releasing the

hashtag #ChargeBetter. To further expand the topic scale,

influential tech bloggers @ZacksJerryRig and @LinusTech

have also posted original video content about Xiaomi’s IP

product #MiSteryBOX.

Opening a real-time live streaming to create a discussion

space

The online live broadcast provides a public space for \"Mi

fans\" to evaluate new Xiaomi products and share their

thoughts with technology lovers. 24 hours before the

launch, Xiaomi shared a preview of the Xiaomi 11T series

materials with \"Mi fans\" in advance via Twitter Space

online real-time voice interaction space. On the day of the

launch, Xiaomi also conducted a full live broadcast on the

Twitter live Event.

Utilizing Takeover products to grab the all-day headlines

Twitter Timeline Takeover and Trends Takeover+ series

products helped Xiaomi continue to occupy the headlines

ad positions and popular browsing tabs on the launch day,

maximizing user attention within 24 hours and ensuring

that the core innovative features of the latest products

are shown to as many Twitter users as possible on the

launch day.

第11页

MARKETING HIGHLIGHTS

第12页

OVERSEAS MARKETING

WEEKLY REPORT

Haier India has officially launched its new Smart TV series,

the K800GT Smart TV. Featuring a bezel-less design and

Google TV software, it is available in multiple models and

different sizes as well as resolutions, which means that

users can easily find one that suits their needs or

preferences.

The Haier K800GT Google TV series includes a 32-inch

HDTV, a 43-inch Full HDTV and four 4K Ultra HDTVs. The

highest resolution of Smart TVs is available in 43-inch, 50-

inch, 55-inch and 65-inch sizes.

No specific pricing details are available yet, but it was

revealed that the Haier K800GT Google TV series is priced

at Rs. 16,990 and it is set for the 32-inch HD Smart TV. All

models are available for purchase from Haier e-commerce

store and other retail outlets.

All models in series come with the Google TV software.

This allows everyone to access a faster and smoother user

interface. It makes it easier to find content across multiple

supported OTT apps. There is deeper Google Assistant

integration to perform tasks such as watching specific

programs on specific streaming apps by simply using voice

commands.

Haier’s K800GT Google TV series has a 4K UHD resolution

panel with 3840 x 2160 pixels, HDR10, MEMC, and Dolby

Audio. 24W stereo speakers deliver an immersive sound

experience. Its bezel-less design also delivers a premium

visual experience.

The Haier K800GT's Google TV series was launched in India in

ultra-high-resolution 4K

12

Marketing Dynamics

Global Marketing News

The series all feature an HDMI 2.1 port, which delivers 4K

pixels at 144 frames per second. This is good news for

players using the latest generation of consoles such as

Sony PlayStation 5 and Microsoft Xbox Series X. It also has

ARM Advanced Multi-Core Cortex CA55 CPU and ARM

Advanced Multi-Core Mali G52 GPU, with a memory of

2GB of RAM and 32GB of onboard storage. Connectivity

options for the K800GT include WiFi, Bluetooth version

5.1, HDMI 2.1, USB 2.0 and Chromecast.

Haier previously launched 55-inch and 65-inch 4K QLED

TVs in India. The two smart TVs also are available on

Google TV. The display panels support up to 120Hz

refresh rate, Dolby Vision IQ and HDR and have a quadcore ARM CA73 CPU and Mali-G52 MC1 GPU.

第13页

OVERSEAS MARKETING

WEEKLY REPORT

India's largest Ice Cream Expo was held in Kolkata from

September 13 to September 15, attracting the attention of many

ice cream lovers and industry participants.

This exhibition is the only B2B exhibition in South Asia,

providing a platform for hundreds of ice cream

manufacturers and related industries to display their

products and exchange opinions. This is known as India's

largest ice cream event and has been held continuously

for many years, and every year brings endless surprises

and opportunities for exhibitors and visitors.

As a pivotal exhibitor of this exhibition, Haier's Freezer

exhibition hall became one of the most eye-catching

highlights. The organizer gave great support to Haier,

arranging all display products in the most conspicuous

position, which demonstrated their importance to Haier's

Freezers in this exhibition. On the first day of the

exhibition's conference, Haier Freezers was the only

manufacturer's representative to make a speech, showing

participants the innovative concept and excellent

performance of Haier Freezers.

On the first day of the exhibition, visitors stopped at the

Haier Freezers and showed great interest in the

innovative products. The Haier Freezers Hall was

beautifully designed, displaying various products for

storing ice cream.

Ice Cream Expo India 2023, Haier Freezers, grabbing the spotlight

of the exhibition!

13

Marketing Dynamics

Global Marketing News

Users could experience how Haier Freezers are used and

its high quality and innovative technology. Visitors

exchanged warmly with the staff, and more than 70

enterprises were interested in cooperating with Haier

Freezers.

As a pivotal supplier in the ice cream industry, Haier

Freezers has always been committed to providing highquality and innovative product solutions to meet

customers' needs. It has now cooperated with Creambel,

an ice cream supplier ranking 3rd in India, and its sales of

ice cream cabinets have exceeded 24,000 units in 2023.

Haier freezers are constantly committed to the study of

user aching points. For the bottom of the horizontal chest

ingredients frozen impermeable problem, Haier Chest

Freezer refrigeration technology increases the bottom of

the evaporator to enhance the cooling speed, upgrading

the user experience. In July, Haier Deep Freezers won

India's Awards of Excellence. In the future, Haier Freezers

will continue to plow into the Indian market, solve users'

needs, and bring them a better experience.

第14页

DOMESTIC MARKETING CASE

第15页

OVERSEAS MARKETING

WEEKLY REPORT

Haier Smart Home Double Festival Marketing

DOMESTIC MARKETING CASE

15

When the Mid-Autumn Festival falls on National Day, home and country are connected in time and culture, and a strong

sense of attachment and patriotism fills everyone's heart. On this occasion, how should Haier Smart Home celebrate the

National Day and satisfy the emotional yearning for a family reunion?

Master class, food brings us together

The Mid Autumn Festival and National Day are approaching,

and on this day of reunion, it is indispensable for us to have

family banquet to celebrate. But for people who are busy at

work, it is not easy to have a proper home-cooked meals.

To this end, Casarte has held a master class in its stores

around the country, called “Have a Food Time” event,

inviting Michelin-starred Chefs to teach Mid Autumn

Festival’s home-cooked meals in Casarte's Smart Kitchen.

After teaching, the chef will lead everyone to complete a

sumptuous family banquet in the smart kitchen. Users can

not only taste the delicious dishes they have personally made

but also deeply experience the technological charm brought

by smart cooking and smart kitchen appliances. In addition,

in order to allow users to feel a strong festive atmosphere in

advance, a handcrafted mooncake experience was also

prepared on-site.

Private banquet at home, enjoying star rated

delicacies at home

Not only the reunion dinner, in the life of important

moments, people like to commemorate by having a

square meal.

In order to witness the happy moments of more and more

users, Casarte specially customizes housewarming

banquets, engagement banquets, reciprocal banquets,

birthday banquets, cocktail parties and other private

banquets for members. They directly invite Michelin chefs

to users’ home and make on-site delicacies according to

their taste, allowing users to enjoy five-star delicacies

without leaving their home. Members can taste high-end

and exquisite customized cuisine while chatting about life

with family and friends, enjoying the elegant quality of life

brought by Casarte. At present, Zhenxiang Private

Banquets are gradually entering the homes of member

users across the country, such as Hangzhou, Wuhan,

Shenyang, Chongqing, Shijiazhuang, etc.

Starting from September 16th, Haier Smart Home is to

unlock new gameplay for the Double Festival, embarking on

a cultural exploration and experience journey of \"smart

home, sharing for alll\" in various parts of the country,

including Hefei, Fuzhou, Changsha, etc. The event focuses on

the local history and food culture, integrating the

technological mega-hit products and smart scenario of the

high-end brand Casarte, a sub-brand of Haier Smart Home,

bringing a cultural journey with emotions, connotations and

wisdom, including leading users to visit famous scenic spots,

appreciate folk art, experience the master class and enjoy

private banquets.

Opening up a Chinese style intelligent life with

One City, One Taste

This event is unlike any other. On the occasion of the Mid

Autumn Festival and National Day, Haier Smart Home was no

longer limited to its stores but set its sights on well-known

local tourist sites, Instagrammable blocks, commercial

complexes, etc. With the theme of \"One City, One Taste\",

Haier Smart Home held a unique cultural feast featuring a set

of scenery, food, and art for users, who can appreciate the

scenery, culture, folks, food, art, and technology.

Users in Xi’an can watch the spectacular scenery in the Tang

Paradise of \"Watching the sunset by Qu River on the way

home, with moonlight gleaming on thousand doors.\" Users in

Hunan can go to Orange Island to feel the breeze of the

Xiangjiang River and realize the power of faith. Users in

Shenyang can experience the atmosphere of \"once the

birthplace, two generations of emperors\" on the middle

street... During the event, Haier Smart Home also brought

various cultural performances, such as traditional Chinese

opera, intangible cultural heritage, folk customs, folk music,

and specialty cuisine. For example, users can appreciate

\"Flower Drum Opera\" at the Light Show in Changsha, watch

\"Dreaming Back to the Tang Dynasty\" at the Tang Paradise,

and experience \"traditional rubbings\" on the Shenyang

Zhongjie, allowing users to freely narrate their emotions and

fully enjoy the culture of their country in One City, One Taste.

第16页

OVERSEAS MARKETING

WEEKLY REPORT

Dyson Social Media Marketing

DOMESTIC MARKETING CASE

16

Dyson, an international home appliance design and manufacturing company, was founded in England in 1993. Dyson is the

world’s top vacuum cleaner manufacturer and a world-renowned brand of home appliances whose products, such as

vacuum cleaners, electric fans, and hair dryers, are sold in 37 countries worldwide. It has a team of 1200 scientists and

engineers dedicated to inventing and innovating digital engines, washing machines, and even vacuum cleaners.

Ø Consumer Preferences of the new middle class

In the coming year, 50% will buy more local brands and

29% will buy more international brands. From their

perspectives, the high-end sense of brand mainly comes

from high quality and high technology.

From interest to purchase, with data as the core driving

force, helping brands establish unique data banks and

achieve customer retention

The whole marketing is not based on the category but the

brand, connecting consumers' interests to their interests

in the brand, such as “users both catching fashion trend

and having high interests in Dyson\", which conveys a high

quality of life concept.

Crowd opportunities from category to brand

Ø Category crowd

Browse the category who have searched and clicked on

Small Appliances and their similar demographics, Dyson's

core competitor demographics.

Ø AI crowd

Capture and expand potential groups, such as the middle

class, Dyson’s fans and high-income earners.

Ø Brand crowd

People who have bought Dyson’s products, repurchased

and registered to be members

Ø PL crowd

People who have bought Dyson's products and have a

certain degree of loyalty. Retention of the brand equity

Marketing scenario deconstruction

Good-looking black technology helps Dyson build a

marketing scenario of exquisite consumption.

Dyson has launched special and limited edition gift boxes

at relevant nodes, creating an instant hit with social

media assisting dissemination. Daily placement focused

on establishing diverse product usage scenarios, realizing

the acquisition with high relevance and interest.

Brand positioning analysis

With the rise of the new middle class, Dyson is content to

upgrade from material consumption into spiritual

consumption

With the new urban middle class as the core consumer

group, taking its consumption upgrade as the driving

force and Dyson's brand value and symbolic meaning as

the core of marketing

Ø Target Customer of Dyson

The new urban middle class has become the core target

customers of Dyson. According to Alibaba's big data

platform, nearly 94% of Dyson's buyers are high-end

consumers and nearly 80% live in first and second-tier

cities; most of them have master’s degrees, and young

female white-collar workers are uniquely favored buying

Dyson, which has become a way for them to express their

attitudes towards life.

Ø Consumer Attitudes Towards Life

The middle class has a high level of consumption and

attaches great importance to the quality of life. They pay

attention to the symbolic value of goods and the

significance of a brand, and their personalized labels have

become the core marketing aching points of Dyson.

Starting from interest, with media contact points as the

core channel, and realizing a mark of word-of-mouth

marketing by building a media matrix.

Ø The proportion of the new urban middle class

interested in media

第17页

OVERSEAS MARKETING

WEEKLY REPORT

Dyson Social Media Marketing

DOMESTIC MARKETING CASE

17

Dyson realizes the new product-triggering process with

hot topics and word-of-mouth marketing as the core, and

the e-commerce station undertakes social media outside

the station.

Attention:Self-media \"Camelia\" released the article

\"Dyson automatic curling iron, the biggest

recommendation this year\" and the reading volume

reached over 100k, grabbing the headline.

Interest:After the first Dyson's ignition on social media,

\"BwizU\", \"Mimong\", \"Downcast Memo\" and other official

accounts also joined in creating and discussing the topic

\"expensive is not your shortcomings, it is mine\" \"The thing

I lack is not a curling iron but hair\" and other topics,

triggering secondary dissemination.

Interaction : Interaction: Xiaohongshu and Weibo

triggered the interaction of all people and many types of

KOL have joined the topics, such as #Straight men imply

that you look good with straight hair#, #Poor is not

Dyson's shortcomings#, #Dyson vacuum cleaner is the

necessity# and other women's hot topics, going viral on

social media.

Action:Action: after Dyson officially released the

Airwrap curling iron, the official flagship store of Tmall

and JD.com started the hunger marketing pre-sale. The

official flagship store on Tmall had a limited pre-sale of

200 units per day, which was snapped up within 1 second

for several days.

Social Media Layout Strategy

From word-of-mouth to reputation, Dyson has established

a social media marketing matrix from volume to sales.

Rhythm of Advertising on Social Media& Distribution on

Social Media

Platforms: Weibo, Xiaohongshu and TikTok as the main

platforms

Time: continuous placement throughout the year, with a

peak around the launch of new products.

Content: mainly reviews and unboxing before the launch.

Ø Node Marketing

Ø Daily Scenarios

Category Scenario: Look for cross-industry categories with

high relevance, build subdivided acquisition scenarios,

such as fitness and sports, skincare and makeup, fashion

outfits, etc, and find the corresponding scenarios of

acquisition.

The launch of Dyson’s fairy purple mainly layout content

marketing, with youthful content and modes to realize

communication with female consumers

O n Weibo, Dyson launched the topic

#Whatagorgeousfairypurple#, and cooperated with KOL in

fashion outfits, cute pets, baby care to speak out for the

Dyson’s fairy purple, creating different scenarios, such as

raising pets, cleaning, and childcare.

In addition, Dyson also launched the universal search for

the fairy purple, and netizens released the scene of using

a vacuum cleaner while holding a baby with one hand.

These real-life scenarios, and the occurrence of universal

interactions, are all storing up energy for the ignition of

Dyson's “fairy purple”.

第18页

OVERSEAS MARKETING

WEEKLY REPORT

Dyson Social Media Marketing

DOMESTIC MARKETING CASE

18

Ø Xiaohongshu: Notes related to Dyson are mostly guide

tutorials, celebrity marketing, comparison reviews and

the latest product’s unboxing.

Ø TikTok: Combining the strong sense of substitution,

intuitive product display, and multiple user

interactions of its short videos, the brand marketing

centered on the year-round nodes, with \"gifts\" as the

introduction, emphasizing the brand's high-end style

and purchasing scenarios.

Ø WeChat: Cooperating with head news, IT and 3C

official accounts endorsed the brand power and

enhanced the sense of brand trust. The evaluation and

marketing official accounts carried out professional

segmentation of product recommendations, and the

entertainment and fashion official accounts public

numbers made interesting recommendations to

stimulate the consumption of fans.

Dyson's social media communication matrix is centered

on brand volume, user penetration, and sales conversion,

mainly focusing on Weibo and Xiaohongshu.

Commonality: types of KOL are diversified and their live

commerce across all categories. Marketing scenarios are

centered on black technology and good-looking segments.

Difference: combining the platform characteristics,

expanding the brand's volume, penetrating into the

vertical circle, improving the efficiency of

recommendation, and knowing the methods of sales

conversion.

Commonality for Dyson's social media placement

• User Selection: the type of KOL placement is

diversified, with makeup as the key type of placement

and better interaction effect.

• Goods Selection: products for live commerce of KOL

are Dyson's various categories of hair dryers, sweepers

and air purifiers, all of which are mega-hit products.

• Scenario Selection: Various types of scenario themes,

with Dyson's high-end gift as the core to highlight the

high-end product, black technology and good-looking

features.

The main types of social media placement are makeup

and fashion outfits, forming a placement matrix with

influencers with over 500k followers creating momentum,

influencers with over 100k followers as the main force,

and KOC joining together.

Ø Type of Placement

• KOL accounts take skincare, makeup, and fashion

outfits as the main content, with multi-field KOLs all

hands on deck

• Most people pay attention to the category of home

living, travel and baby care, listed as secondary.

• Various types, multi-field coupling strategies to reach

the target users for recommendation and marketing

Ø Weibo: makeup KOL recommends products by sharing

shopping hauls and product reviews. The highlight of

travel KOL is offline store hopping and checking out

the experience store to improve brand style. Parts of

KOLs for baby care and cute pets subdivide the famous

products’ live commerce scenarios around childcare

protection and pet cleaning.

• Makeup bloggers recommend Dyson’s products

through texts and graphics, describing their daily

skincare, shopping hauls, product introductions and

product usage.

• Check out experience stores, participating in offline

brand activities, new product launch conferences and

other high-end brand activities to reflect the brand's

style, while launching a lottery in the comments

section to increase fan interaction.

• Cooperate with baby care bloggers to recommend

products around childcare protection and family

health and cleaning, and cooperate with pet bloggers

to highlight the selling points of products around

raising pets and clearing fur.

第19页

COLUMN

第20页

OVERSEAS MARKETING

WEEKLY REPORT

20

Since 2018, Casarte has continued to output the content of user scenario story series, spreading the tone of Casarte's highend life through actual user home scenario photos and other ways.

User: Mr. Zhou

Residence: Detached villa

Complete-sets product: Conductor refrigerator, 251-liter two-door refrigerator, embeded dishwasher, built-in disinfection

cabinet, electric pressure cooker, food processer, vacuum cleaner, Xiannuo clothes dryer, washing and drying integration

machine, front filter, Yunjing water purifier

Whole House Plan: Whole house fresh, whole house smart, whole house washing and caring, whole house water

Another 609-liter Conductor refrigerator is installed in the

kitchen to store ingredients for the family's three meals.

Mrs. Zhou likes the humanized design of the Casarte

disinfection cabinet, which can be automatically paused

by tapping the door twice and adding tableware at any

time.

\"The first thing of my home decoration is to custom home

appliances, after setting home appliances size, then began

to the design of woodworking\" In Mr. Zhou's home, pure

white wooden furnitures and green luxury stone collide to

create an artistic atmosphere. Two refrigerators and

cabinets are tightly stitched together, one of which is a

two-door refrigerator that completely \"invisible\" under

the white cabinet.

User: Mrs. Sun

Residence: Flat floor villa

Complete-sets product: Multi-door refrigerator, Conductor oven, Conductor steamer, Foodie range hood, Foodie gas stove,

Connoisseur Zhongzihemei washing and drying care machine, 65-inch smart TV, gas water heater, front filter, Yunjing water

purifier

Whole House Plan: Whole house fresh, whole house smart, whole house washing and caring, whole house audiovisual,

whole house water

The kitchen is installed with a complete set of Casarte

kitchen electricity, using a glass suspended door to

separate the Chinese kitchen and the Western kitchen,

frying and cooking with the Chinese kitchen, more often is

to open the door, so that the kitchen, the guest

restaurant transparent stretch into the whole.

The first time she saw the Connoisseur washing and

drying machine, Mrs. Sun was struck by its exquisite

appearance. She upgraded the living room and part of the

balcony into a washing and caring balcony, and the

washing machine was integrated into the balcony cabinet,

with excellent visual effect.

CASARTE COLUMN

Casarte User Story

第21页

OVERSEAS MARKETING

WEEKLY REPORT

21

Mr. Luo, who pursues the ultimate life, in order to achieve

the perfect fit between home appliances and home

appliances, he has customized complete sets of Casarte

appliances before the renovation of the new house.

Today, Casarte smart home appliances have become Mr.

Luo's \"show point\" among his friends.

Under the influence of Mr. Luo, many visiting friends were

also deeply attracted by the appearance and function of

Casarte, and purchased complete sets of Casarte smart

home appliances.

User: Mr. Luo

Residence: Duplexes villa

Complete-sets product: Cross door refrigerator, Xinxiang ice bar 2 sets, Conductor gas stove, Conductorrange hood,

built-in dishwasher, Conductor electric oven, Twin Yunshang washing machine, dryer, Xiannuo washing and drying

integration machine, Fusion washing machine, 98-inch flat screen TV, Yunquan mineral water purifier, front filter,

Tianhong central water purifier, Tianhong central water softener, pipeline water dispenser

Whole House Plan: Whole house fresh, whole house smart, whole house washing and caring, whole house audiovisual,

whole house water

User:Mrs. Lin

Residence: Flat floor villa

Complete-sets product: 633-liter multi-door refrigerator,Conductor gas stove, Conductor range hood,65-inch flat screen

TV, Connoisseur Zhongzihemei washing and drying care machine, Mini wall-mounted washing machine, Gas water heater

Whole House Plan: Whole house fresh, whole house smart, whole house washing and caring,whole house water

\"Smart home appliances have really brought great

convenience to our multi-storey villa. I take a shower in

the bathroom on the third floor. The water heater is on

the first floor. I can turn on the water heater by talking to

the Xiaoyou Speaker.\" And after using the Casarte water

softener, Ms. Lin's family feels that their skin becomes

more comfortable and moist this winter than in previous

years.

Ms. Lin and Mr. Lin work in the multimedia industry and

are comfortable with the intelligent functions of all kinds

of trendy devices. Ms. Lin's husband tied all Casarte home

appliances to Smart Home APP and invited Ms. Lin and his

daughter to jointly manage the house.

CASARTE COLUMN

Casarte User Story

第22页

OVERSEAS MARKETING

WEEKLY REPORT

22

Casarte Refrigerator Makes a Public Appearance at the 2023 Shanghai Super

Cup

From October 3 to 5, the 2023 Shanghai Super Cup kicked off at the Sea Crown Stadium of Shanghai Oriental Sports Center.

Casarte, who appeared in Shanghai Super Cup for the third time, also brought the original flat-embedded refrigerator to

the scene this time, and launched a \"pure flat\" contest with the smooth and flat field.

Watch the field: Constantly challenge the \"pure flat\" limit:In

the ice skating competition, both the platness and

smoothness of the ice surface will affect the speed of the

athletes. Therefore, when preparing the venue, the event

organizers will continue to challenge the \"pure flat\" limit of

the ice surface to create perfect competition conditions for

the players. Of course, in this \"Super Cup\", persisting in the

\"pure flat\" effect is not only the ice surface, but also the

Casarte original flat-embedded refrigerator on the scene.In

the embedded scenario displayed on the scene, the front of

the refrigerator and the cabinet form a complete plane,

which is integrated with the environment, and looks like the

flat ice surface on the scene.

View technology: Strength to create a \"flat-embedded life\".

Seemingly simple ice surface, it is not easy to to maintain a

flat and smooth state. This requires the field to have an

efficient ice-making system and accurate temperaturecontrol technology to achieve. Casarte's original flatembedded refrigerator, which is \"pure flat\" like the stadium,

is also inseparable from the support of innovative

technology.In order to achieve the effect of pure flatembedding, Casarte Original flat-embedded refrigerator by

optimizing the thickness of the whole machine, so that it can

match the international cabinet standard of 600mm depth,

and achieve each side of it to flush with the cabinet.

In order to eliminate flash seams on both sides, Casarte

refrigerator original bottom front heat dissipation

technology changes the heat dissipation on both sides of

the ordinary refrigerator to the bottom front heat

dissipation, and with the centrifugal rail hinge to make the

refrigerator close to the cabinet on both sides, it can

achieve 90 degrees right angle to open the door without

affecting the use of drawers, and 113 degrees to open the

door without hitting the wall. The flat ice surface can

bring better results for athletes, and the Casarte

refrigerator, which also pursues a pure flat experience, is

also changing the lives of users. According to the date of

Yikang of the GfK, Casarte's original flat-embedded

refrigerator and designer series alone have topped the

best-selling list for three consecutive months, and their

share is still steadily improving. It can be seen that

Casarte's original flat-embedded refrigerator is entering

more families, bringing exquisite \"flat-embedded life\" to

users, and also finding new development space for the

industry.

Double Festival Approaching, Casarte Launched the \"One City, One Taste\" Light

Nanshan Cultural Exploration Trip

Just as the Mid-Autumn Festival and National Day double Festival is approaching, on September 28, “Smart of Home,

Mountains and seas can testify” One City One Taste Light Nanshan Changsha Fair hosted by Casarte came to an end.

At the event site, Casarte guests and users participating in

the event can not only enjoy the national style dance,

national style music, Changsha ballad, but also experience

the international high-end home appliances -Casarte's

scientific and technological mega-hit products, smart

scenarios, as well as the Mid-Autumn Festival family

banquet food experience class, customized high-end

private dinner and other services, so that consumers can

enjoy the family happiness in the atmosphere of national

celebration. Live a unique and smart life during the special

double festival holiday.

This event is different from previous ones. Casarte in the

Mid-Autumn Festival and National Day double Festival

approaching, walks out of the store, and walks into the

local well-known scenic spots Orange Island Light Nanshan

Changsha Fair, with the theme of \"one city, One

Taste\",Taste beauty, taste culture, taste folk customs, taste

food, taste art, taste technology, for users to hold an

integration of scenery, food, art as one of the

characteristics of the cultural feast.

At the event, Casarte refrigerator, Casarte ice bar, Casarte

washing machine, Casarte air conditioner, Casarte water

heater, Casarte TV and other Casarte complete-sets of

high-end home appliances brought high-end interactive

experiences for guests, such as guessing lantern riddles,

strontium-rich water lemon tea, exquisite cold food, etc.,

attracting users to recoard by photos and interaction.

Users can not only take photos in Hanfu, but also immerse

themselves in the smart collision of \"home\" and

\"country\".

Haier Smart Home Hunan branch marketing director Lin

Feng said, With the same frequency as the needs of users,

Casarte perfectly combines the top technology with the

art of home, and redefines the high-end lifestyle with the

brand system of original and refined technology, spatial

smart order aesthetics, and high-end smart sense of life.

In the future, it will continue to polish products with

ingenuity and provide users with exquisite and smart life

solutions.

CASARTE COLUMN

Casarte Marketing Case Sharing

第23页

OVERSEAS MARKETING

WEEKLY REPORT

23

Fully Integrated into the Home! The New Trend of Flat-embeded Washing

and Drying Integration Initiated by Casarte Has been Recognized

On September 26, the \"2023 China Household Clothes Washing, Drying And Care Industry Summit Forum\" was held in

Beijing. Casarte Zhongzi F2 washing and drying integrated machine relies on original technology to set washing, drying and

care in one, which is recognized by the industry, and customizes complete-sets of scenarios with \"Flat-embeded Laundry\",

which not only brings good washing, drying and care experience to users, but also leads the new trend of washing machine

development.

High-quality life: User pursuit is getting higher and

higher: As living standards continue to improve, people

are becoming more dressy.After more high-end fabrics

enter life, users' requirements for washing machines are

no longer just simple washing and drying, but put forward

higher expectations for the \"appearance, washing, drying,

and care\" of washing machines. Based on this, each

washing machine brand has given their own solutions for

userrequirements. However, the results in actual use are

mixed. More importantly, the integration of home

furnituring anf home appliances has now become a way

of life, breaking the former state of parallel development

of washing machines and home decoration, which are

unrelated. Casarte Zhongzi F2 with original pure flat- embedded appearance meets the diversified washing and

care needs of users at the same time, so that the washing

machine is well integrated into the home furnishing. Original highlights:Solve the problem of drying clothes,

build a new pattern of washing, drying and care

integration: At this summit forum, Casarte won the \"High- end Clothing Care Leading Brand Award\", and Casarte

Zhongzi F2 with a flat embedded appearance of

integrating design of washing, drying and care won the

\"High-end Breakthrough Award for integrated washing,

Drying and Care\". It brings users a new experience of

one-stop washing, drying and care integration that

perfectly integrates into home life.

Whole new experience: \"Flat-embeded Laundry\" brings

exclusively customized washing and care space: Casarte

constructs a complete set of scenarios of \"Flat-embeded

Laundry\" to meet users' diversified washing needs.In

terms of appearance, Casarte washing machine takes the

lead in the integration of home decoration with its very

simple and pure flat original appearance design, one flat

rectangular line, and the extremely quiet and smooth

technology, which can better integrate into various home

decoration styles. In terms of product mix, Casarte \"Flat- embeded Laundry\" is to create an exclusively customized

washing and care area through a flexible product mix.

Global Design Tour 2023:Casarte Displays ”Flat-embeded Laundry “

Entering into the era of big home furnishing, the seamless integration of home appliances and home decoration has been a

general trend.More and more high-end families choose to embed large home appliances in the cabinet, but they often

encounter a problem, that is, the washing machine is difficult to fully integrate into the home furnishing.

On September 23, the \"Global Design Tour 2023\" was

launched in Beijing. Nearly 5,000 guests from the home

decoration and construction industries gathered together to

discuss the trend of home improvement design with experts

from academia and design circles. Among them, the \"Flatembeded Laundry\" solution displayed by Casarte brings new

ideas to integrated home improvement: First, the

integration of appearance, with a pure flat design to

enhance the beauty of the home, both practical and

beautiful; The second is the integration of experience, with

three scenarios in one-stop to open up the needs of the

whole process of washing, drying, care and maintenance,

and fill the gaps in the industry。

The integration of appearance, home decoration, home

appliances through one-stop to open up: On-site Casarte

brings the \"Flat-embeded Laundry\" solution. Specifically,

\"Flat-embeded Laundry\" includes a professional washing

and drying scenario composed of Xiannuo L7 and wall- hanging washing machines, a healthy washing scenario

composed of Twin T5 and clothes dryer, and a premium

care integrated scenario composed of Zhongzi F2, Twin T5

and nursing cabinets.In these three scenarios, the twobarrel washing machine overcomes the resonance problem

through the original Twin Star Smart balance system and 7- dimensional shock absorption system, and at the same time,

the FPA direct drive motor accurately controls the rotation

of the inner cylinder, achieving high speed and low noise,

which greatly improves the stability of the fuselage. At the

same time, the body is designed to be pure flatembedded, minimalist appearance, without the need for

convex barrel doors and handles, which can be opened

with a gentle push.

The integration of experience, washing, drying, caring

and maintaining in one step: Today's high-end users no

longer need just a washing machine or clothes dryer, but

a complete set of personalized and iterable solution. In

other words, to impress users, it is not only to focus on

the appearance of the design, but to achieve a full range

of product, experience, service upgrade. Therefore, in

addition to the unique design, Casarte \"Flat-embeded

Laundry\" also deeply cultivates the user's washing needs,

and is better in the use experience. Based on the three

major scenarios layout, \"Flat-embeded Laundry\" can

accurately match the washing method for different

families and different house types, whether it is a family

of three or a multi-family, a small house or a flat floor

villa, all can find the most suitable professional washingcaring solution.

CASARTE COLUMN

Casarte Marketing Case Sharing

第24页

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No.1 Haier Road,Qingdao 266101,China

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