'You did not do anything wrong, just no longer young.'
For a brand, the biggest challenge may not come from competitors, and probably from the brand aging - can not change according to market changes, thus losing the largest young market is eliminated.To keep the brand evergreen, Attracting the preferences of the younger generation of consumer groups, all brands are facing common problems.In recent years, in the young areas have done better brands, foreign 'MUJI', the domestic 'commander water heater', they all have A common feature:
Mainly light fashion, advocating light but not waste, advocate simple but not simple.
These brands through online or offline way, their own light fashion concept transmitted to the young user base, which into their circles, build a young community, keep the brand evergreen.To command the water heater, for example, its rapid rise is Nearly a year, the main approach includes interactive marketing, user experience and brand iteration three aspects, slowly captured the hearts of young people.
Interactive marketing: playing with users
To say that the most common way of marketing, is advertising, small to bottled water, big life to home appliances, in a variety of ways in the interspersed in life. Daily subway, you can see 'XX brand, is good'; turn on the TV , You hear 'gifts to send XX', countless advertising filled the gap of life, seemingly pervasive marketing, in fact, most consumers are struggling to cope, over and over again.
In the advertising army, the commander of the water heater is a breakthrough in innovation, to the new interactive marketing, and users play together from the Shanghai AWE live exhibition hall to show the real show to the user 'real' product experience, to CHE show to continue Real-time demonstration of the way to interact with the young community, and then to the cooperation of Xue Qian Qian national tour, commander water heater is not just like a common advertising as 'simple and rude' hard implant, but through a series of innovative activities to trigger the water heater and the general Fan interaction.
In mid-April, the commander of the water heater has launched a green tour to send concert tickets to the activities: in the activities of the cyclist enthusiasts in the single choice, a single share cycling mileage of the highest 5, sent 5 Xue Qian Qian concert station in Dalian As the only home appliance brand, this event is not only the number of sucking powder, but also the concept of environmental protection and energy saving products of the water heater will be conveyed to the young fans' community with 'ride together'.
In addition, the commander of the water heater also sponsored in the network drama "against the star of the bright way" to fashion simple appearance pulled the whole family scene of the value of the show to fans to understand the modern home of the comfortable life. In this process, access to the exposure is not only 'commander' this brand, but also includes the 'light fashion' design concept and the commander of the water heater hot and cold energy innovation technology. Through the breakthrough of traditional advertising interactive marketing, commander water heater really and Young people listen together, watch together, play together.
Experience the economy: live with the user
Only Xuechang concert and network play is not enough, commander water heater also created a number of cross-border cooperation cases, such as 'green space is not green' to create suitable for young people living in the living space 'youth space', and 90 after the business representative One of the Forbes 90 after the entrepreneurial elite Yu Jia cooperation, commander of the water heater to become Yujia company Unicareer new 'members'.
In the youth space, equipped with the commander of water heaters and other appliances, users do not have to go to the appliance store to understand the product, in the youth space can actually see and experience the commander of home appliances, and personally understand that the water heater as a young living environment, an important part , The advantages and characteristics of the play - fashion appearance, hot and energy saving.
In the appearance, the commander of the design style simple, plain, and modern young people to pursue the 'simple style' living style ride, and MJ and other 'cold wind' is similar .In the technical aspects, commander N7 water heater equipped with efficient output system, To achieve the barrel temperature of 28 ° 40 ° hot water function, heating time-saving 70%, to achieve instantaneous heating of hot water, the efficiency of the general water heater is more than 5 times to meet the young people on the efficiency and time of the pursuit. Water heater also supports mobile phone remote control, full sense of science and technology.
September 28, in the youth space, the commander of the water heater held the first interactive activities - temperature ink creative painting. Many fans are attracted to the young space of the simple fashion decoration attracted, so that 'feel Hair 'to my hand painted my heart, painting out of the eyes of the' commander water heater 'to express their favorite feelings in the mug after adding hot water,' commander water heater 'moment of color, bright colors so that the presence of many young Fans shouted 'magic'.
If the star and the network play is marketing innovation, then the 'youth space' is built to 'experience the economy' innovation, no more publicity than the young people to the actual experience. In the 'experience is king' Times, good products will speak, so that products directly in front of users, is the best reputation and marketing.
Brand update: iteration belongs to new normal
To take interactive marketing, advocate experiential consumption, behind the refraction are the core concept of water heater controller: in essence, is to create a dedicated young people's brand, and positioning the two young people the biggest feature, one is change, one is new. Water heater is also really a change, Innovation, the iteration as a normal, follow the changes in young people and change.
In November 2016, the commander of the water heater for the first time put forward the 'light fashion' brand concept, to become 'light fashion home appliances pioneer', so clear positioning of the young user base in the home appliance industry belongs to the first case; 2017, the controller water heater brand concept, In 2017, the commander also issued a N7 water heater, held the first national marketing will be released 'young community energy-saving new energy-saving new energy-saving new life, Standard '.
In June, the commander of the water heater held the first national marketing will be, the new four will create a model for the home appliance sales model 'new Roman road' in the first sales site, the user can first experience after the purchase, this scene experience The way to support the water sales of the country's first sales will be the best synonym for the success of the economy, for the young enterprises to provide the transition to the A new idea.
From the commander brand this year's trend point of view, since the proposed 'light fashion' brand concept, not static, but in the 'light fashion' on the basis of a step by step in the interactive marketing, user experience, product iteration innovation , Step by step into the user community; in essence, is to build a 'interaction as the core of the young community.' In this community, the commander to do the brand and the interaction between young people, their own brand of iteration and always With young people standing together without lagging behind.
In the era of new consumerism, the power of the community is the most powerful and longest, the community is the user interaction of the load, the brand and target users tightly tied together to achieve and create a win, Working together for the future.