/PRZWT/On August 28, Haier Zhijia announced its 2025 semi-annual report. The financial report shows that Haier Zhijia achieved operating income of 156.494 billion yuan in the first half of the year, an increase of 10.2% year-on-year; net profit attributable to the parent increased by 15.6%, and both revenue and profit hit a record high. At the 2025 mid-term report exchange meeting held the next day, some investors expressed concern about the progress of Haier Zhijia's digital marketing transformation in China. In response, Haier Zhijia said that the company is focusing on the whole process of user experience and deepening digital transformation.
Relying on the self-developed digital marketing model, it has obtained more than 520,000 business opportunities in the first half of the year and successfully converted into retail sales of 1.49 billion yuan. According to reports, this effect is embodied in three measures created with users:
The first is to establish a digital intelligence insight system to conduct accurate "content co-creation" with users. Haier Zhijia has built an AIIC user insight system, which can quickly capture hot topics of users on the whole network, automatically match Haier products with high compatibility, and combine AIGC content production tools to efficiently generate short videos or note content. Content that fits users' interests and concerns also triggers users' resonance and second creation, allowing users to take the initiative to become topic "creators".
For example, users posted that there was a peculiar smell in the morning after washing at night and even caused skin allergies, while Haier's "wind cruise" technology solved this pain point. Combined with the "spring" hotspot and user pain points, the hot topic of "no allergies in spring" was launched, which aroused user resonance and secondary fermentation, and the detonation effect exceeded expectations.
The second is to use AI means to efficiently pass through the user comment area to achieve "product co-creation". The comment area of the IP matrix such as executives has now become a "wishing pool" for the majority of users. The user comment AI module in the digital marketing system is like a "simultaneous translator", which can instantly capture and analyze massive comments, turn users' scattered pain points into clear technical indicators, and let users become product "designers". For example, for families with many children or pain points that need to wash inner and outer clothes and socks separately, Haier Zhijia co-created with users and launched a "three-cylinder washing machine".
Later, based on the user's feedback that "the size of the embedded cabinet does not match", the "ruler version" was iterated. Similarly, the young man's comment "I want to listen to a song when taking a shower" also gave birth to the "small sound wave" smart water heater.
The third is to establish a KOC digital mid-platform to encourage users to share real experiences and achieve "word-of-mouth co-creation". Haier Zhijia recombinates the user's global label, accurately identifies the user's experience journey in the full link of the new media platform, accumulates a high active level of user circles, and many users spontaneously become high-viscosity brand "word-of-mouth officers".
After purchasing and experiencing Casarte products, a female user in Shanghai took the initiative to share detailed real-life experiences on Xiaohongshu. The AI module intelligently captured this high-quality content and accurately pushed it to more "users" with similar interests. The woman's many attentive sharing has also accumulated tens of thousands of fans for her, becoming a "home appliance expert" in the Baoma circle.
In addition to KOC's intelligent links, Haier Zhijia's KOC-AI module also tracks word-of-mouth data in real time, and uses user feedback to re-optimize products and services, forming a benign closed loop of "user creation - word-of-mouth communication - experience upgrade".
Haier Zhijia has established a deep value link with users through "three co-creations", allowing users to become "co-creators" and injecting a steady stream of endogenous impetus into its development.
