全文可编辑-中国智能家居产品用户分析报告：Haier U-home(海尔智能家居).ppt

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CONSUMERSBRANDS

Smarthome:HaierU-home

ownersinChinConsumerInsightsreport

August2024

ConsumerInsightsGlobalsurvey

Introduction

ReportoverviewGlobalsurveymethodology

(1)

ThisreportoffersthereaderacomprehensiveoverviewofHaierU-homeownersinChina:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.

Additionally,thereportallowsthereadertobenchmarkHaierU-homeownersinChina(’’brandusers’’)againstChineseownersofsmarthomedevicesingeneral(’’categoryusers’’),andtheoverallChineseconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingChina)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

ConsumerInsightsGlobalasofAugust2024

CHAPTER01

Managementsummary•Brandusage

•Keyinsights

HaierU-homeisthesecondmostownedsmarthomebrandinChinaafterHuaweiHiLinkandhasausershareof35%

Managementsummary:brandusageandcompetition

Top10mostownedsmarthomebrandsinChina

HuaweiHiLink

HaierU-hom35%

35%Xiaomi/Mi

31%

Tianmaojingling

22%

MideaM-Smart

18%

JDsmartcloud

Anjubao

Philips

Sa13%

12