With the rise of the new generation's consumer power, the younger generation is gradually becoming the dominant force in the Chinese consumer market. So, what kind of home appliance brand can capture the hearts of young people? Just look at the market data! Data shows that in the full year of 2023 and Q1 of 2024, Leader achieved continuous growth in retail and revenue, outperforming the industry, becoming a well-recognized home appliance brand by the new generation.
On May 24th, Leader teamed up with Kuaishou's "Super Interesting Live Room" to hold a unique live event in Chongqing - the "Your Cultivation Tribe" brand birthday party. At the event, Leader launched 8 new products to celebrate its birthday and invited new-generation Kuaishou influencers in the fields of esports, sports, music, and traditional Chinese culture. They created four creative spaces on-site, exploring the infinite possibilities of the Leader's cultivation lifestyle with the audience in front of the camera. Through this birthday party, we can also see the underlying logic behind Leader's sustained high growth: whether iterating explosive products, expanding user groups, or optimizing channels, Leader always closely follows the core needs of the new generation, allowing the new generation to steer their own lives.
Leader's birthday party, where the spotlight is on the new generation
How to have a fun birthday celebration? This time, Leader is shaking things up with a "reverse operation": while it's Leader's birthday, it's the users who receive the most surprises and joy. Leader unveiled 8 exciting new products on the spot, each one full of highlights, raising the expectations of the new generation of young people.
For those who love stocking up on fruit snacks, consider getting a Leader Xiao Ou Mini Fridge. This fridge features a high-color healing design, with an upgraded splicing shelf in the refrigeration compartment that can be adjusted as needed, accommodating even a double-layer birthday cake. The innovative large drawer-style freezer space offers three different depths, making it easy to store fresh groceries bought over the weekend.
If you have cats or dogs at home, you might want to try the Leader Cloudy Rainbow Wash & Dry Set. The industry's first 3D cloud inner tube allows for a quick 15-minute wash and a 16-minute dry, effortlessly handling 18 types of fabrics and 3+n types of stains. Additionally, it boasts strong wind sterilization and mite removal, along with air purification-grade filtering effects, effectively filtering out cat hair from coats and bedsheets, while efficiently sterilizing and removing mites.
For those who often binge-watch shows or play games at home, consider getting the Leader Wind Curtain II Air Conditioner. The Wind Curtain II series wall-mounted unit features dual-wing air delivery technology, with cold air rising 20° to avoid direct blowing, preventing the risk of catching a cold; the warm air vertically delivers at 90° for added comfort, starting warmth from the feet up, easing the fatigue from long periods of sitting.
In addition, Leader has introduced a highly personalized new series of building blocks and bags. The coffee maker, egg cooker, and aurora scented humidifier from the building blocks series create a youthful atmosphere, while the coffee maker and barbecue grill from the bags series are perfect for travel and camping, making it easy to grab and go. Many young people were instantly intrigued during the live broadcast, exclaiming "I like it."
Clearly, at this Leader birthday party, the new generation is the true protagonist. Innovating products based on the needs of the new generation has always been Leader's original intention and commitment.
In Leader's ideal life, the new generation takes the lead.
With these highly personalized products, young people can easily unlock their ideal lifestyle. At the birthday party, Leader invited four new-generation Kuaishou influencers to unleash their creativity on the spot, each creating their own ideal living space BOX. Many young people followed along with the camera, exploring the Leader lifestyle from four different perspectives.
Professional King of Glory player, Suzhou KSG's Aze, designed a stylish and cool esports BOX. Here, in addition to a computer and AR glasses, the Leader mini supercar smart screen is Aze's essential gaming "partner," delivering smooth gameplay without dropping frames or lagging, making gaming a breeze. There's also a rotor air conditioner that can cool in 15 seconds and heat in 30 seconds, easing the tension during competitive gaming.
Extreme sports enthusiast, Zikang, presented his ideal sports BOX. For Zikang, sports can be enjoyed outdoors or at home. When doing outdoor activities, he brings along the Leader bags series coffee maker and barbecue grill; for home workouts, he uses the Leader cloud rainbow wash-dry set to wash and dry sportswear anytime, quick-dry clothes, and the Leader fairy mirror water heater for post-workout bathing water.
00s musician Jueshi Chen DouDou has created a delicate beauty box that embodies the dreams of young girls. In Jueshi Chen DouDou's vision, one can cook a healthy breakfast using the Leader building block egg cooker in the morning, brew a cup of coffee with the Leader building block coffee machine in the afternoon, and at night, open the Leader building block aurora fragrance humidifier, pick up the guitar in the fragrance, and start refining their own work.
Beijing opera inheritor Guo XiaoJing brings a classical Chinese style box with an ancient charm. Here, classic Chinese aesthetics blend perfectly with modern home decor trends. The Leader iCase mini colorful strip refrigerator transforms into a trendy national style through "personalized skin changing"; the Leader beauty refrigerator can keep makeup active, allowing Beijing opera actors to apply makeup smoothly; the Leader building block aurora fragrance humidifier not only matches the style of the Chinese box but also keeps the room humid and comfortable, which is very friendly to Guo XiaoJing who often uses her voice.
It can be seen that no matter which lifestyle is chosen, the new generation can take charge and "cultivate" themselves. With the help of Leader, young people of the new generation will become the creators of their own lives.
Leader's channel upgrade, the new generation takes the lead
This birthday party also revealed the next step in Leader's channel upgrade.
Where young people are, Leader's channel layout is there. The Kuaishou "Super Interesting Live Room" is not only a gathering place for high-quality influencers but also attracts many fans of the new generation, with a strong base of young users. Based on this, Leader not only chooses to host the brand's birthday party on the Kuaishou platform but will also establish an official Kuaishou Leader account, forming a matrix with the previously laid out online platforms such as JD, Tmall, Pinduoduo, and Douyin, achieving integration of accounts, stores, and live streaming, efficiently reaching young users on different platforms and in different circles.
Offline, Leader is also accelerating the construction of a "3+N+X" new touchpoint system, deploying curated retail centers (Leader space), new youth lifestyle halls (Leader house), and circle-integrated touchpoints (Leader club) across various locations. Now, in Shanghai, Dongguan, Qingdao, and other places, one can see the little world that Leader brings to young people, meeting the multi-level needs of the new generation for entertainment, relaxation, scene experiences, and home appliance purchases all in one place.
In Leader's channel upgrade path, the new generation is the only leading force. On every platform created by Leader, the new generation can have fun and find a lifestyle that truly suits them.
It is worth mentioning that in the process of product development and channel upgrade, Leader has always adhered to the low-carbon environmental protection concept. In addition to efficient and energy-saving home appliances from Leader, the event also showcased the green home integrated solution tailored for family electricity scenarios by NaHui New Energy - the family smart energy management solution, providing more support for young users' low-carbon living. Witnessed by the guests on-site, Haier Smart Home's "Green Carbon Plan" was officially launched, dedicated to providing upgraded solutions for home appliances for local users in Chongqing.
The hosting of this birthday party also received support from local departments such as the Chongqing Municipal Commission of Commerce. Coinciding with the 2024 Chongqing 618 E-commerce Festival, the Leader birthday party, through mutual traffic attraction, can empower the local e-commerce economy in Chongqing, further facilitating the integration of online and offline consumption scenes. In addition, Leader's Y Alliance partners also made appearances at the event, with brands like Tsingtao Beer bringing cute Ha Beer Ducks and unique original malt ice cream, not only sending blessings to Leader but also surprising the viewers in the live room.
Rather than calling this a birthday party, it is more of a new attempt for Leader to play and create together with the new generation of young people. Leader deeply understands that every step of the brand's growth is the result of user creation and selection. Standing at a new starting point, Leader will continue to delve into the personalized needs of the new generation of young people, creating a more suitable lifestyle for young users with an increasingly perfect product matrix and channel layout.
