How Haier used family drama to carry its 618 trade-in campaign on Douyin

The campaign treated trade-in as emotional as well as functional renewal. Comedy sketches, romance plots, twist-led family dramas and home vlogs placed products in couple, parenting, pet and in-law situations. The themes "爱人如养花" (loving someone is like tending a flower) and "情绪稳定背后是温柔相待" (behind emotional stability is gentle treatment) linked features such as direct-drive fast washing, dual-cycle temperature control and slim built-in design to care at home. The range covered washing machines, water heaters, refrigerators, water purifiers and air conditioners.

It addressed urban white-collar women and new mothers navigating childcare, cohabitation or extended-family life, with both functional and emotional reasons to upgrade. Products included 海尔云溪176PRO (Haier Yunxi Cloud Stream 176PRO), 海尔恒星KL7S热水器 (Haier Hengxing Fixed Star KL7S water heater), 海尔全空间保鲜冰箱 (Haier Full-Space Freshness refrigerator), 海尔鲜活水净水器 (Haier Fresh Water purifier) and 海尔劲爽空调 (Haier Jingshuang Refreshing Cool air conditioner). Trade-in under "海尔家电以旧换新" (Haier home appliance trade-in) was the campaign mechanism, but the copy did not set out detailed terms, discounts or urgency devices; the call to action stayed focused on consideration.