As people's living standards improve, health, green and intelligent high-end home appliances become people's pursuit; with the changing needs of consumers, some home appliance enterprises with keen market sense, identify the niche market opportunities; and brand The fierce competition makes all kinds of household electrical appliance brands hardly stand out from the mass type products. All the manufacturers are making great efforts in market segments or upgrading their layouts. Through the upgrading of product structure, more and more rapid technological changes are applied to the products to create differentiated products.
At the same time, with the full liberalization of the second child policy to stimulate a sharp increase in the birth rate of newborn infants and children's home appliances more and more attention, children's television, children's refrigerators, children's watches and other children's home appliances increased demand for children's design More and more electrical products, become an indispensable branch of the market segments.
According to Orvital cloud network data show: MINI washing machine automatic washing machine size will exceed 2 billion by 2020. Industry insiders claim that household appliances enterprises to enter the children's consumer market, it is a new trend focusing on consumer experience and health-oriented functions.Then, What kind of enterprises in the children's washing machine market, what kind of products can be consumers of all ages?
All product line health upgrade to create a differentiated user experience
On November 5 held in 2017 Konka Kmini infant washing machine new release conference, Konka Group white goods division general manager Yu Hai gave the answer.
'The internal white electricity industry, internal and external competition continues to intensify, for the entire industry enterprises have put forward higher requirements for development, Konka white proposed a' health strategy plan 'to achieve the whole product line to upgrade the health function, the Health function to create a logo for Konka white goods and differentiated experience with competing products. '
In order to better interpret the 'Health Strategic Plan', Konka White Electric also put forward H + life philosophy this year, that is, Health +, Happiness +, Home +, expressing that Konka White hopes to achieve healthy upgrade for each user through healthy products , Experience the healthy life aesthetics.
(Konka Group White Division General Manager Yu Hai address)
In this strategic layout, Konka white concern consumer demand, in order to effectively solve the pain point of consumers as the starting point, in order to really consider the health of consumers life as the focus, such as: slow thawing of meat, food spoilage of other food contamination Innovation and Entrepreneurship Competition), how pesticide residues are solved, whether the clothes are clean or not, whether there is any residue in the washing powder, etc. Focusing on the consumer experience, users' demands for products gradually rise from 'functional' to 'experiential' The user health experience as the core, the introduction of the most cutting-edge health technologies and research results, the most advanced science and technology applied to products, 50 million R & D investment +5 million intelligent manufacturing, to provide consumers with more advanced, scientific, Effective health products.
'In the next three years, Konka will complete the upgrading of the health functions of the entire product line and devote itself to making the basic functions of the products become the skeleton, making the quality flesh and blood and making the health function become the true soul of the products.' Yu Hai introduced the next three years Konka White's development plan said so.
(Third generation Kmini infant washing machine)
(Third generation Konka Kmini washing machine officially released)
(Press conference live popular hot)
Targeting young consumer groups to create younger brand image
According to Orville cloud network research data show that: Under the new situation, the consumer choice of washing machine presents six characteristics: health, intelligence, classification of washing, civilians, aesthetics, environmental protection, and intelligence and health functions are the two major products Cutlery.
As the consumers after 80 and 90 occupy the market mainstream, the changes and changes in their consumption concepts, appeals and consumption patterns have prompted major home appliance enterprises to pay more attention to differentiation, individuation and intelligence in the face of this trend. The face of the young consumer market, chose a bold decision to reshape itself, from the products, users, marketing and other aspects, and actively create 'younger' brand image.
In the user level, Konka white positive dialogue new generation hot mom Baidan groups, at the conference site also introduced a walking video, through a few pairs of mother and child story about the growth of children tired heart, hit the guests tears, so present Konica Minolta hopes to highlight the brand with the new generation of parents and their parents to communicate the idea of liberating mother's hands, to the children with more high-quality companion Kmini series of products is also Konka white young users demand Insight and analysis launched after the fine work, ingenuity.
(Press conference to play warm heart video)
In the product promotion level, the traditional hard-wide form more and more difficult to move young audience, in order to enter the audience heart, it is necessary to get rid of the traditional marketing thinking.Konja white for their preferences, and constantly explore and try all kinds of new media Channels and forms of implantation such as cross-border marketing, viral videos, sponsorship of La Liga events, launching of charity campaigns to enhance brand image and more.
The summer of 2017, Konka white is also closely linked to the television boom, sponsored inspirational weight loss reality show "Less my life 2", will uphold the concept of creating healthy products and fat burning IP binding, locking young people on beauty and health dual Pursuit of fun novelty implanted way to get a lot of exposure in the young on the road, Konka white always adhere to the 'heart' starting with young thinking to think, with the young people to act from the inside While maintaining a young mind outside, injecting vibrant blood into the brand, so that the traditional business exudes a new charm.
Jingdong together actively embrace the Internet
As an important online channel Konka white, Jingdong Group, director of ice washing Wangzhaolei also said that only good products, there will be a good market.
Konka and Jingdong have been closely cooperated, Konka White's sales in Jingdong platform this year is expected to exceed 600000000. As the earliest in the network launched one of the brands of washing machine for mother and child, Jingdong has been in all aspects to give strong support today The new Kmini products will be in-depth cooperation with the Beijing IOT APP, and Jingdong platform for the first episode, to bring users a series of huge benefits measures.
After-sales insisted superscript superscript GB adhering to the customer first warm service
'Good marketing allows consumers to get in and good products enable consumers to become users, and good services allow users to stay there.'
Konka white in the after-sales service has always insisted on high standards, and always uphold the customer-oriented concept of warmhearted service, but also the first quality after-sales policy, with services closer to users. In this year, Konka White is the introduction of a new 3 +10 +10 after-sale policy service upgrade, that is, Konka air-cooled refrigerator 3 years complete machine repair, 10 years compressor replacement and washing machine direct drive motor repair 10 years These service policies far exceed industry standards and national regulations, so Konka white Ice washing service is also a new industry standard.
Chi-made health products, quality and create the future
After experiencing the reform of the mechanism, Konka White is striding out from the trough of the previous years and performing well in these two years. Konka White will still unswervingly push forward the "strategic health plan" and deepen the "young brand image" Increase investment in research and development of intelligent manufacturing and health technologies, and uphold the painstaking efforts of resolving the user's pain points and paying attention to the user experience, so as to create a healthy product and build Konka White into a leading brand in the health appliance industry.
