On August 15, 2019, Xu Meng, deputy general manager of Haier Group China, led a team to visit JD.com headquarters, and met with Liu Jun, general manager of JD.com home appliance stores, and his team at JD.com headquarters to hold the "1125 Jinghai Plan" and the 920 Peak Brand Day event launch meeting. The main goal of this "Jinghai Plan" is to achieve a comprehensive improvement in the quantity, price and profit of JD.com home appliance stores from August to October, so as to achieve a comprehensive sales and reputation of Haier products in the JD.com home appliance store system on November 11 this year.

It is understood that this Jinghai Plan project is of great significance. JD.com home appliance stores and Haier China's new channels are connected as a team, responsible for the results of the "Jinghai Plan" recognized by both parties. As early as 2013, Haier started in-depth cooperation with JD.com and became the core strategic partner of JD.com's home appliances. In 2014, Haier introduced many of its brands to JD.com. In March 2019, it signed a strategic cooperation agreement with JD.com's home appliance stores. On August 15, it signed the "Beijing-Haier Plan" mid-to-high-end win-win project again, reaching in-depth cooperation in store product customization, user experience, marketing and other aspects in 2019. This "Beijing-Haier Plan" is also another major strategic measure to conform to the development of both parties.

Xu Meng, deputy general manager of Haier Group China, and Liu Jun, general manager of JD Home Appliances Store, jointly launched the "Beijing-Hai Plan"

Xu Meng, deputy general manager of Haier Group China, said, "On July 19, the leaders of both parties reached a high degree of consensus at the high-level strategic meeting of Haier Qingdao headquarters to launch the Beijing-Hai Plan project. The core is to empower the channel with mid-to-high-end products as the entry point! The JD Home Appliances Store project team and Haier's new channel are paralleled as one team. The common goal of both parties is to better serve the owners and users of JD Home Appliances Stores. Today's launch of the Beijing-Hai Plan project is very important. It is another milestone in the common development of Haier and JD Home Appliances Stores, which indicates that Haier's overall improvement in quantity, price and profit in JD Home Appliances Stores from August to October will fully detonate '11.11'. After '11.11', the second phase of the Beijing-Hai Plan will be launched again to truly empower the channel to better serve users and write a strong and colorful stroke for Haier's development in JD Home Appliances Stores!"

Liu Jun, general manager of JD.com's home appliance store, said at the meeting that Haier has planned all-round product and marketing resource support for the launch of the Jinghai Plan. As a model brand in the home appliance industry, Haier has decades of rich experience in offline channels. From its initial establishment to its current strength, JD.com's home appliance store will firmly embrace Haier, set clear goals and quickly implement them, and execute them unswervingly. The launch of this important project, the Jinghai Plan, and the 920 Peak Brand Day event are of great significance to the upcoming major promotion nodes such as the 11th, 11.11 and Double 12. It indicates that the operating quality of JD.com's home appliance stores in the sinking channels will be further improved, providing better products, better services to users, and benefiting store owners, truly achieving a win-win situation for all parties.

It is reported that after the two parties signed the "Beijing Haier Plan" agreement, the Haier brand also released the marketing activity plan strategy for September 20. The "920 Peak Brand Day" event initiated by Haier and JD Home Appliances Store was officially launched with the slogan "10,000 Towns, 10,000 Stores, 100 Million Purchases". The event has a variety of gameplay, including full-category package purchases, doubling of deposits, and demolition and replacement of old products, which have brought more strength than ever before. This event not only has a variety of gameplay, but also brings Haier smart home appliances to consumers. A full set of quality home appliances, truly implements Haier's concept of customized beautiful life.

According to the data, JD has opened more than 12,000 JD Home Appliances stores in 25,000 towns and more than 600,000 administrative villages across the country. With customized services for JD Home Appliances Store owners as the entry point, the whole process is integrated and focused to improve efficiency, and the event is implemented in accordance with the T-15 activity model to achieve the explosion of the 920 Peak Brand Day event; copy the demolition and renewal model of Xi'an Xiaowei Sanyuan JD. Let tens of millions of rural families enjoy the same products and services as urban consumers.

As a strategic channel for Haier's mid-to-high-end retail transformation, JD Home Appliances Store comprehensively improves the competitiveness of terminal stores and realizes the user value of JD stores. It can not only enhance the competitiveness of both parties in the sinking channels and achieve a substantial increase in sales performance, but also deepen retail, cultivate stores, root in users, create high-quality products and service experiences, achieve all-round sharing, co-creation and win-win for both parties, and jointly promote consumption upgrades and new value creation in the home appliance industry.