Nov 20, 2020|

JD Empowers Home Appliance Giant Haier with C2M


by Rachel Liu

This Singles Day saw Chinese home appliance giant Haier ranked No. 1 on sales in the large home appliance category on JD, and sales of the brand increased over 50% YoY. On November 11th, within one minute, sales of Haier surpassed RMB 100 million yuan, and sales of its refrigerators, washing machines and water heaters all ranked top at each of their categories.

In the home appliance industry, the most popular development is C2M (Consumer-to-Manufacturer), a model that JD has been exploring. Haier has developed a water heater with JD based on customers’ feedback. Tens of thousands of customers had previously left comments on JD to ask whether they could determine how much hot water was left in their water heater and if the water was clean. In response, during this 618 Grand Promotion (June 1st to 18th), JD and Haier launched a water heater with an indicator on the product’s display. Over 10,000 water heaters were sold during the promotion. JD and Haier also launched two updated versions of water heaters with purifiers in August and October. During this Singles Day, 50,000 of the above mentioned three kinds of water heater products were sold in total.

“Using digitalization to empower our partners is a trend in the industry,” said Bo Ye, general manager of kitchenware at JD Home Appliance. “Haier’s impressive sales of Haier’s C2M products in the past year allowed both customers and the brand to see the advantage of using C2M. In the future, we will develop more products that can meet customers’ demands and are looking forward to working more deeply with more brands to develop high-quality C2M products.” When it comes to home appliance products, JD’s C2M initiative can save brands 75% of the time it might take to manually survey customer demands, and can make the development and design of new products more effective.

Apart from C2M, JD also empowers brands with extensive offline channels to promote the new products, such as the over 15,000 JD Home Appliance stores in 4th to 6th tier cities. During this Singles Day, sales of air conditioners and small home appliances in the stores increased over 200% YoY; sales of refrigerators and washing machines increased over three times YoY, and sales of ultra-large screen TVs increased 6 times YoY. More customers in lower-tier cities are looking for high-end products. JD also has stores targeted at customers in 1st to 3rd tier cities, including the JD E-Space, JD 5 Star Home Appliance stores and JD Home Appliance flagship stores.