At the 2026 Haier AI Technology Full-Scene Launch Event held today, Haier Group Chairman Zhou Yunjie shared three key reflections on his one-year journey of actively engaging in building his own entrepreneur IP through social media.

First, the original intention behind creating an IP is not to be seen, but to see. Zhou Yunjie pointed out that as the leader of an enterprise, he cannot solely focus on what he wants to do or is good at, but must instead do what the times and users require. Therefore, launching his account was not about deliberately crafting a persona, but about sincerely building a bridge for deep interaction with users. This allows user feedback to directly reach the heart of the company, turning every piece of input into a force that drives innovation and change. He emphasized that users are the true source of innovation, and ensuring the IP's value is reflected in the company's user-driven evolution remains Haier's unwavering初心 (core principle).

Second, the principle of building an IP is not to chase traffic, but to unite people's hearts. What Haier respects is not every single comment, but every user's aspiration for a better life. Haier consistently aims to serve its fans with the same dedication as it serves its users. By taking the lead himself and encouraging other executives to form an IP matrix, the goal is to plant a banner within the company. The iteration of user needs is the compass for corporate transformation; as technology grows more powerful, uniquely human traits like care, responsibility, and empathy, which cannot be replicated by algorithms, become increasingly precious. Transforming feedback into motivation for progress and converting traffic into lifelong users is the foundation for Zhou Yunjie and Haier's executives in their IP efforts.

Third, the purpose of building an IP is not to sell products, but to create dreams. When asked what Haier defines as a smart life, the answer is simple: it is not about piling up cold technology, but about making life more relaxed and warm. In the future, the ultimate luxury will not be virtual experiences, but those genuine moments that touch the heart. Consequently, Haier's approach to IP is not merely about selling products, but about deeply understanding users' real needs and creating suitable life scenarios.