As a new concept product in the Mijia lineup, Xiaomi's smart range hood leveraged Lei Jun's Xiaomi car buzz and blogger reviews to build a solid market foundation. During the Double 11 promotion, the core challenge focused on Douyin promotion to simultaneously boost awareness, search volume, and click conversion for the P1/P2/PRO series.
Core strategy centered on layered brand ad investment, focusing on high-click creatives to expand category search share during regular sales. D11 collaboration with Luo Yonghao IP drove volume, with 40% of A1 new customers from his audience at just 0.04 RMB acquisition cost. "622" investment structure (20% testing, 20% competitor penetration, 60% high-click material scaling), combined with large-scale bidding and seeding targeting competitor users.
