记者现场亲身体验 日本AQUA举办KURA冰箱媒体沟通会
On November 4, AQUA Japan under Haier Smart Home hosted a media briefing in Tokyo for its new KURA refrigerator. Representatives from leading Japanese home appliance and lifestyle media outlets attended the event.
Departing from traditional large-scale launches, this event utilized a "small-scale, multi-session" format to offer media more immersive product experiences and deeper engagement. During the sessions, AQUA Japan’s sales leadership and planning team held face-to-face discussions with attendees, detailing the KURA series’ R&D background, positioning, core values, and market roadmap.
As a new addition to AQUA’s white goods lineup, the KURA refrigerator debuted in late September at a high-end refrigeration and laundry event in Tokyo. It is Japan’s first refrigerator equipped with bottom-mounted constant-temperature freezing technology. Designed for a compact exterior yet massive interior, it achieves the largest capacity ratio for its size. The product features optimized preservation, temperature control, silence, and energy efficiency. Its interior layout is tailored to Japanese dietary storage habits, addressing practical user pain points.
Driven by products that precisely target user pain points and robust brand equity, Haier Smart Home’s dual brands in Japan bucked market trends, with the refrigerator market share staying Top 2.
This transparent and insightful exchange not only deepened media understanding of the KURA series and AQUA’s philosophy but also strengthened the bridge for two-way communication with local Japanese media, creating a prime opportunity to enhance brand value and market recognition.
深度沟通：小规模多场次沉浸式体验
11月4日，海尔智家旗下日本AQUA在东京举办了KURA新品冰箱媒体说明沟通会。日本多家主流家电及生活消费类媒体记者受邀出席。
与传统的大型新品发布会不同，本次沟通会采用“小规模、多场次”的深度沟通形式，为媒体提供了更加充分、深入的产品体验与交流机会。期间，AQUA日本销售负责人携手企划团队与到场媒体面对面深入交流，详细介绍、解读了KURA系列冰箱的研发背景、产品定位、核心价值及未来市场规划等信息。
产品亮点：日本首款底置恒温冷冻科技
作为AQUA白电产品线的新成员，KURA冰箱于9月底首次亮相海尔智家日本在东京举办的高端冰洗发布会。该产品是日本首款配备底置恒温冷冻科技的冰箱，且主打小体积大容量，实现了同尺寸下的最大容积率。在产品功能上，保鲜、温控、静音与能耗等方面的表现得到了优化。在内部构造上，其收纳空间设计更加贴合日式食材的储存需求，切中当地用户的实际使用痛点。
在精准命中用户痛点的产品和品牌力的加持下，海尔智家日本双品牌冰箱均逆势增长，销量份额稳居TOP2。
这场开放、深入的沟通会，不仅帮助媒体加深了对KURA系列产品及AQUA品牌理念的理解，也进一步搭建起品牌与日本本土媒体之间双向交流的桥梁，为品牌价值传播和市场认知提升创造了良好契机。
