Leader Appliances: The New Generation's Choice, Crafting Your Free Life

Leader Appliances: The New Generation's Choice, Crafting Your Free LifeAs Gen Z gradually becomes the main consumer force, home appliance brands are reaching out to young people, trying to capture this group of consumers who pursue individuality and freedom. Amidst this trend, Leader Appliances emerged, successfully entering the young market and becoming the new generation's preferred home appliance brand, based on its unique brand positioning and continuously innovative products and services

Leader Appliances: The New Generation's Choice, Crafting Your Free Life

As Gen Z gradually becomes the main consumer force, home appliance brands are reaching out to young people, trying to capture this group of consumers who pursue individuality and freedom. Amidst this trend, Leader Appliances emerged, successfully entering the young market and becoming the new generation's preferred home appliance brand, based on its unique brand positioning and continuously innovative products and services.

Leader Appliances: Your Life, Truly Yours

Leader Appliances' core brand proposition is "Your Life, Truly Yours." It aims to be a "life growth partner" for the new generation, accompanying them in exploring a free life full of imagination.

Original Adaptable Products to Meet Individual Needs

Leader Appliances is aware of the new generation's desire for personalized products. They adopt a new modular design, segment user needs, and create products specifically for young people. At the same time, Leader Appliances continuously iterates and optimizes products to adapt to the changing lifestyles of the new generation.

Co-create Interesting Scenarios and Integrate Products into Life

Leader Appliances is committed to integrating products into the interests of young people, creating co-creation services and accompanying them in their growth. For example, the iCase refrigerator adopts a 1+N combination design, allowing users to freely combine products based on their needs and customize personalized appearances according to their interests, adapting to various interest spaces.

Creating Your Own Personalized Life, Crafting an Ideal Life State

Leader Appliances encourages users to participate in innovation and create their personalized lifestyles through their preferences. In Leader Appliances' products, users can see their individuality and gradually develop their ideal life state. Leader Appliances hopes to help the new generation create a free and flexible life and achieve life aspirations.

Vibrant, Intelligent, Close, Upward: Leader Appliances' Brand Personality

Leader Appliances' brand personality is in line with young people:

• Vibrant: Authentic and individual, unconstrained, living for oneself.

• Intelligent: Possessing keen insights, comprehensive and powerful, visionary.

• Close: Sincere and friendly, full of trust, approachable.

• Upward: Expecting freshness in life, positive, optimistic, and courageous.

Leading Core Competitiveness, Building a Brand Honor Wall

Behind Leader Appliances' rapid approach to young people's lives is its strong core competitiveness:

• Adaptive Products: Leader Appliances leverages the advanced platform resources of Haier Smart Home to accurately grasp the life preferences of the new generation, immediately understand potential needs, and rapidly promote research and development and design through a disruptive flexible innovation mechanism, making products adapt to diverse young lifestyles.

• Growth Services: Leader Appliances redefines home appliance services, adhering to the service principle of "sales are just the beginning of the relationship," creating a proactive, healthy, and sustainable service model. They provide menu-based after-sales services and delve deeply into all aspects of young people's lives, communicating their needs and providing more personalized growth services, allowing consumers to continuously customize the appearance, functions, and interaction forms of the products they want, cultivating a lifestyle that better meets young people's ideal expectations.

• Intelligent Empathy: Leader Appliances leverages Haier Smart Home's industry-leading smart home technology platform and Triwingbird's smart scene experience space to create natural and humanized interactive experiences for new generation consumers. It proactively senses user behavior and emotions, creating a more personalized home environment and space that understands the new generation through continuous intelligent learning.

With its leading industry core competitiveness, Leader Appliances has not only become the preferred home appliance brand for young people but has also garnered numerous brand honors:

• On July 25, 2022, Leader Appliances was awarded "China's Top 500 Most Valuable Brands" by the World Brand Lab Academic Committee.

• On September 1, 2022, Leader Appliances' YueSe Series iCase refrigerator won "Annual Design Innovation Achievement" in the "18th China Household Appliance Innovation Achievement Promotion" by the China Household Appliance Research Institute.

• On October 27, 2022, the XiaoLanHe (Small Blue Box) washing and disinfection machine TQG100-HB88W won the "Outstanding Channel Performance Product of the 2022 Chinese Washing Machine and Dryer Industry" award from the China Home Appliance Network and JD.com Home Appliances.

• On December 9, 2022, the air curtain air conditioner KFR-72LW/01VDA81TU1 set, KFR-72LW/01VEA81TU1 set, and KFR-50LW/01VEA81TU1 set won the "Golden Selection Award" from the China Hardware Technology Product Golden Selection Award Review Committee.

• In 2023, Leader Appliances won honors from top domestic and international institutions, including "China's Top 500 Most Valuable Brands," "Best Brand VI in Authoritative Magazine Awards," and "CCTV CCTV Finance Annual National Tide New Force."

Multi-faceted Iterative Innovation, Growing Together with Young People

Behind Leader Appliances' ability to capture the hearts of young people and become the new generation's preferred home appliance brand lies not only its industry-leading core strength but also its iterative innovation in activities, products, and brands, growing together with young people and simultaneously writing its brand history.

• From May 2nd to 4th, 2022, Leader Appliances collaborated with CCTV to create the "UP Youth" May Fourth Special Program. The program showcased the first "growth-oriented" home appliances, providing users with more personalized scene solutions that meet the needs of young people, ushering in the era of "I Create" home appliances.

• On May 26, 2022, Leader Appliances launched the Z Power Field Cross-dimensional Liveshow, achieving a complete brand image refresh for the new Leader Appliances. It created a home court for the new generation with their stories and perspectives, locking down the position of growth-oriented home appliances for the new generation.

• In June 2022, the core product iCase 210 Small Color Bar Refrigerator was fully launched, achieving 1+N free combinations of refrigerators and helping young people freely define their lives.

• From June 7th to 12th, 2022, iCase was showcased at Milan Design Week, displaying fashion refrigerators designed by masters, taking Leader Appliances' design to the international stage.

• On September 2, 2022, Leader Appliances' iCase bar-shaped refrigerator, with multiple appearance skins co-designed by renowned artists and students from European design schools, was showcased at the IFA exhibition in Berlin, showcasing personalized customized design and innovative combination design, adapting to the needs of the new generation.

• In July 2022, Leader Appliances was included in the World Brand Lab's "China's Top 500 Most Valuable Brands" list for the first time, with a brand value of 13.378 billion yuan.

• In August 2022, Leader Appliances launched its new XiaoLanHe (Small Blue Box) washing and disinfection machine, adapting to young people's disinfection scenarios.

• In October 2022, the Y Alliance collaborated with the world's number one IP, Minions, to launch a customized Leader Appliances Minion air conditioner. The innovative product and playful design are more suitable for the interest lives of the younger generation.

• On November 9, 2022, Leader Appliances collaborated with the Jade Rabbit Bomber band to release the brand theme song "Multiple Choice Questions."

• On January 6, 2023, Leader Appliances launched its first iCase XiaoXianBei (Little Biscuit) beauty refrigerator, providing a professional skincare product storage solution for the new generation.

• In February 2023, Leader Appliances sponsored the variety show "Plant the Land," cultivating an ideal life with the new generation.

• On February 25, 2023, the iCase XiaoXianBei (Little Biscuit) beauty refrigerator was showcased at the Sohu Fashion Gala, stirring up a new wave of trendy lifestyles among Gen Z.

• On March 3, 2023, Leader Appliances, as the only invited home appliance brand at the Guangzhou Design Week, brought a cross-border exhibition themed "How to Live Without Being Trendy," colliding with the trendy circle and expressing young attitudes.

• In March 2023, Leader Appliances launched the "UP Youth" campus plan, themed "Small Enclosures in the Big World," exploring the question of new generation living space.

• On April 25, 2023, the 2023 Leader Appliances Brand Renewal Conference, themed "New Life, Please Answer," was held in Shanghai. It launched the "Be a Partner of Time" growth campaign, inviting young people to explore the answers to new lives together.

• In April 2023, Leader Appliances showcased its presence at AWE through original adaptable products, co-created growth services, and personalized lifestyle creations, growing together with the new generation.

• In June 2023, Leader Appliances joined forces with the "Plant the Land" boys, using AIGC-assisted XR technology to launch a "Ideal Life Cultivation Record" livestream, helping the boys realize their ideal lives.

• In September 2023, Leader Appliances collaborated

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