JD(09618) 中金在线·2024-04-18 09:26Core Viewpoint - The recent 315 Gala highlighted the issue of substandard fire extinguishers, leading to increased consumer awareness and demand for fire safety products, particularly among small and medium-sized enterprises and individual consumers [1][2] Group 1: Event Overview - JD Hardware City hosted a live broadcast titled "Walk into Zhejiang An" focusing on fire safety products, featuring insights from Zhejiang An Fire Group's technical director [1] - The event offered promotional deals such as fire blankets for 1 yuan, fire extinguishers for 19 yuan, and complete home fire safety kits for 99 yuan [1] Group 2: Industry Insights - The fire safety product category suffers from low brand recognition, a common issue across the hardware industry, due to the professional nature of the products and minimal functional differences among brands [2] - Traditional offline hardware stores focus more on product categories rather than brand differentiation, leading consumers to prioritize practicality over brand awareness [2] Group 3: Consumer Education - JD Hardware City aims to educate consumers on identifying quality products through its "Walk into Industrial Belt Factories" live series, breaking the trend of undervaluing brands in the hardware sector [2][3] - The live sessions provide practical tips for selecting fire safety products, such as checking the pressure gauge on fire extinguishers and inspecting fire blankets for damage [3] Group 4: Brand Growth - Following the collaboration with JD Hardware City, Zhejiang An has seen a significant increase in product search volume and sales, with a reported 150% year-on-year growth in March [2]