Based on the cognition under the multi-values of the new era, it redefined the concept of home, relocated the role of home appliances, and paid attention to the emotional appeal of customers. Came up with the creative concept of "this is home".

In this creative concept, each home appliance had their own stage to tell a story about home. A series of 6 creative videos were launched, the stories telling of six home appliances and six different homes. With the expression form of three-line poem, the core creative concept of "this is home" was highlighted, and the cognition under the diversified values in the new era was expressed, so as to achieve the purpose of updating the brand image.

Adopting the large media strategy of information media + social media + life vertical media, the population covered a wide area and achieved high coverage from all dimensions. As well as the in-depth theme cooperation with the content information media and in-depth interaction to arouse the audience resonance.