/PRZWT/ When the national subsidy program in 2026 coincided with the Spring Festival consumption season, Haier Home Appliances chose to hand over the decision-making power to the users. From January 26th to February 19th, Haier Home Appliances launched a crowd-testing campaign, attracting nearly one million users to visit the store and experience it in person.
As of now, the exposure of the crowd testing activities has exceeded 13.44 million times, and the scale of new users recruited has reached over one million. With its novel activity format, nearly 1,000 real users have actively participated, jointly initiating a digital marketing transformation from "brand talk" to "user talk" with Haier.
Replace the official evaluations with real scenarios
The large-scale application of crowd testing in the home appliance industry is not common. The traditional marketing approach is for manufacturers to define the selling points, produce advertisements, and let consumers passively accept them. However, in this New Year's Shopping Festival, Haier Home Appliances placed all its products (such as refrigerators, washing machines, and air conditioners) in the spotlight, inviting KOLs (opinion leaders), KOCs (key opinion consumers), KOSs (professional salespeople), as well as ordinary users to visit the offline stores.
KOL no longer merely recites the parameters of motor speed; instead, they directly experience Haier's services, such as scheduling home appliance cleaning and washing of down jackets, and record whether the services are standardized through cameras. Local experts no longer merely repeat the promotional policies but actually experience the products and brand services in person. Ordinary customers take pictures of the real scenes of the Mawei refrigerator, which is far more persuasive than the exquisite product pictures online. When the evaluation room is moved to the store, "official promotion" turns into hundreds or thousands of real "user experiences", and Haier Home Appliances actually completes an decentralized marketing reconfiguration. The brand no longer teaches users how to use it but allows users to experience whether it is easy to use on-site.
From "Listening to the Brand" to "User Testing"
The core of "User Says" is not only to allow users to express their opinions, but also to enable them to participate in the verification process. The underlying logic of this mass testing by Haier is not complicated. First, it invites users and influencers to conduct real store visits through the Douyin platform to generate interest among them; then, it uses the Haier Brothers voice pack to search for stores on the Gaode Map and navigate to the store to receive the "Haier Brothers New Year Gift Package"; finally, in the offline stores, not only do users see the actual products, but they can also personally operate and experience them.
User testing not only assesses household appliances but also services. When users purchase large household appliances, they not only need to consider the quality of the product, but also the timeliness of installation, the promptness of delivery, and other factors will affect the user experience. When users participate in user testing at the store, what they experience is not only the quality of the appliance but also the warmth of the brand service. It is reported that during the Spring Festival, Haier's services are not closed. Users can also log in to the Haier Mall APP to make appointments for original factory services at will, choose good appliances at will, and enjoy a better service experience.
It is worth noting that Haier Home Appliances' crowdsourcing has always maintained a two-way interaction model. When the crowdsourcing model was first introduced for the Double 11 event in 2025, it allowed R&D engineers to move from behind the scenes to the front stage, directly facing consumers' "criticisms". This mechanism has been continued to this day. User feedback is no longer buried in the customer service complaint system; instead, it has become the driving force for product iteration.
When a brand is willing to open its doors and shift from "speaking its own language" to allowing users to "speak on behalf of the brand", the efficiency of this trust transmission is much higher than that of traditional marketing methods. Ultimately, what we witnessed was that Haier and its users jointly completed this warm and solid marketing transformation through their repeated product and service experiences.
