Double 11 came to an end, Alibaba data show that this year Lynx double 11 total turnover over the day exceeded 168.2 billion yuan, once again breaking the 2016 double-11 120.7 billion a day record, once again refresh the consumer awareness. Coincidentally, And Tmall have the same eye-catching data as the leading brand of domestic kitchen appliances - Vantage.
According to the official disclosure of Vantage data, sales of Vantage reached a new all-time high on the 11th of this year, with sales up 93% YoY in 2016 and the unit price increased by about 600 RMB. In just 1.5 hours, it broke the previous double 11 last year The sales performance. Not only that, Vantage Sky Series hoods, mom stoves, fine control stove top three sales charts, sales data far ahead, can be described as a new listing that is a blast.
Although the current kitchen electricity market is booming, but the intensity of internal competition has long escalated.Even at such a background, Vantage still maintain steady sales performance, and in the Double 11 event has an overwhelming performance, Vantage is How to achieve from the many kitchen appliances stand out from it?
First of all, this is closely related to the preparation of Vantage before the double 11 eve of Vantage can be described as a major move frequently first strategic conference held in the Water Cube, announced the signing of Zhao Liying, Lin updated two celebrities as the new spokesman. The popular variety show "Food Confessions", but also with the "masked singing" for in-depth cooperation.At the same time, before the double 11, Vantage also prepared for the majority of consumers 'double 11 privilege card', as much as possible none other Consumers, so that consumers buy favorite products.
Second, Vantage has firmly implemented the brand upgrading strategy in recent years, with fruitful results.In the kitchen and electrical appliance market as a whole, the process of transition to the high-end, Vantage also realized the importance of restructuring.In recent years, both in the promotion of products or brands , Vantage are taking the high-end and intelligent route.Especially in this year's Vantage 2017 brand conference on September 20, Vantage and Bazaar cross-border cooperation to create 'smart + fashion house' brand new brand , Leading kitchen appliances from smart to fashion exploration, creating a precedent for the industry.
In addition, content marketing has laid a solid foundation for brand communication and product sales, saying that Vantage is the king of kitchen and electrical marketing is not an excuse, first invited Huang Xiaoming, AB couples endorsement brand, Vantage has dramatically increased brand awareness and attention This year, it also signed ultra-popular stars Zhao Liying and Lin Gengxin, and launched H5 video marketing in front of Double 11. The read volume of Weibo topics reached 190 million and the search volume of major e-commerce applications surpassed 2.8 million.
Of course, just marketing is not good enough to do, the product is very popular .It is understood that this year's dual 11 Vantage Skyray series hood the most dazzling, with the industry's patented sliding screen technology to achieve the "low screen flash Suction, fumes 0 diffuse 'day be berserk over 22,300 sets.Mother stove and precision control kitchen also by virtue of scientific technology and user-friendly design has won the widespread recognition of consumers.In addition, in addition to the traditional kitchen appliances and burning In recent years, Vantage also focuses on the research and development of subdivisions of kitchen appliances, such as dishwashers and steaming machines, while focusing on the development of new subdivision categories and catering to consumers' demands .
Earlier, Vantage released the third quarter report shows that the company achieved revenue of 4.083 billion yuan in the first three quarters, an increase of 30.94%, net profit attributable to 312 million yuan, an increase of 54.91% is expected in 2017 net profit attributable to the year-on-year growth of 40 % -60%. This shows that in the first three quarters of 2017, the market share of the Company's products steadily expanded and the unit price of products increased by the top of the industry. The Company's strategic target of "three years of 10 billion and five years as the first" steadily progressed.
Throughout the performance of Vantage in recent years, to further consolidate the high-end home appliances market position.As Vantage chairman Pan Yejiang said, Vantage will adhere to the kitchen, adhere to high-end quality, adhere to the three principles of international vision, is committed to become the world's high-end quality kitchen Space leader. I believe that the future Vantage will also enhance the strength in the fields of products, brands, channels and continue to create a miracle in the industry!