What exactly brand elements can describe the current and future Vantage?
Now, this question has a clear answer.Vantage shares chairman Pan Yejiang said in an interview: 'Vantage to become the world leader in high-quality kitchen space' .Therefore, wisdom, fashion and international become Vantage brand The three core elements.
Establish 'wisdom +, fashion house' brand positioning, Vantage brand action after another
Vantage brand strategy to further clarify
It should be said that this is Vantage's transformation since the implementation of more than two years, for the brand development strategy to further improve and clarify the underlying basis is in the context of rapid change, led by Pan Yejiang, a new generation of Vantage leadership changes based on consumer environment And the future development of the kitchen electrical industry, made a profound understanding and precise judgments.
Right now, with the rise of young consumers and the middle class after 85-90, the whole consumer environment is undergoing tremendous changes. The new generation of consumers has become more individualistic and picky. On the way to pursuing a high quality of life, Is to refuse the 'will', which brought the increasingly uncertain competition in the kitchen industry, those high-end, personalized and quality kitchen appliances are more and more users of all ages.
Vantage implanted in the popular TV drama ads
In view of this, Vantage, an established kitchen and electric appliance enterprise with more than 20 years of development history, officially opened the road of brand transformation in 2015 and established the main direction for the development of high-end smart kitchen appliances. In 2016, wisdom +, More love home 'brand value slogan to promote more intelligent technology to simplify cumbersome kitchen housework, so that people can devote more love to business life, take care of their family .2014 this year, Vantage in Beijing Water Cube Held at the 2017 brand conference, the brand slogan upgrade again, put 'wisdom +, More love home 'brand slogan upgraded to' wisdom +, Fashion house ', so that the original emphasis on a technology and scene experience rose to the height of the overall way of life.
In fact, it is through the layout of wisdom, fashion and internationalization that Vantage brand is further reshaped at the same time, the entire Vantage company also began from the past more conservative, factory-oriented, mainly by the production and sale of kitchen and electrical Product-oriented enterprises, and gradually transformed into a kitchen-centered, to provide consumers with fashion, high-end, quality home kitchen lifestyle.
Vantage shares chief brand officer, chairman and assistant Lu Chuqi
Around the brand three primary colors of the specific layout
In Vantage's chief brand officer and assistant chairman Lu Chuqi, the three elements that make up the Vantage brand represent three different meanings respectively. Specifically, 'Wisdom' represents the hottest intellectual and technological sense of the time, Mainly through the product to display a full range of Vantage sense of science and technology and human integration; 'fashion' is reflected Vantage brand vitality and a sense of young, relying on innovation and technology focused kitchen, transformed into consumers at your fingertips, more fashion Quality of life; As for 'internationalization', more expression is a brand of high degree of vision and globalization, it will help Vantage to a higher standard of self-help, to help them lead the global high-end quality kitchen space to lead The goal.
Vantage new spokesperson Zhao Liying took Vantage chairman Pan Yejiang letter of appointment
In short, the above three brand elements represent the three primary colors of red, yellow and blue, respectively, which together constitute a magnificent Vantage brand performance.
First of all in the layout of the wisdom level, Vantage can be very seriously, not only the intellectualized rose to the strategic level of the brand, on the intelligent deployment and implementation of the work is even more directly managed by Pan Yejiang. Facing this irreversible Trend, Vantage advocated intelligent kitchen appliances, to help users simplify their work, improve lifestyle, improve the quality of life.This, Vantage will voice recognition technology, image recognition technology, smart storage technology, cloud data technology, Robot technology and other advanced technologies have been applied to the artificial intelligence platform, has launched a 'magic mirror' V2 hood, 'magic dish' suspension gas stove, 'magic box' steaming machine, 'three body' health wash Bowl machine, TA2 full-time constant temperature water-cooled gas water heaters and a series of smart kitchen appliances, on the other hand look to the future, the establishment of an intelligent solution company, with a global perspective to recruit professionals in the field of intelligence in order to seek A bigger breakthrough.
Vantage another image spokesperson Lin updated
Second, the establishment of 'fashion' brand positioning, though it is not until September of this year that it eventually ends with 'wisdom +, Fashion house 'slogan appears, but from Vantage in recent years more than a high-profile market performance point of view, whether it is inviting popular celebrity endorsements, or frequent cross-border marketing, and its brand behavior are both closely and fashion have close contact.
In 2015, when Vantage took the initiative to make the brand transformation, it launched the first celebrity endorsement in the history of enterprise development, inviting Huang Xiaoming and Angelababy to act as spokespersons and set up links with popular celebrities. In September this year, Conference, Vantage also announced Cenozoic popular stars Zhao Liying and Lin updated to become the latest spokesman for Vantage.As for cross-border marketing, Vantage movement is even more colorful: Into the United Nations, the popular variety show, implanted in the popular Of the film and television works, inviting celebrities to shoot advertisements, launching gourmet operas and the like, always working with the most popular IP nowadays.
In Vantage's opinion, the reason why the brand positioning in the fashion, mainly because of the current changes in the preferences of young consumers too fast, this rapid change is the root cause of their pursuit of fashion, and want more access to this part of the consumer Identity, we must always aware of their changes in preferences, so by establishing links with their high-traffic stars and popular entertainment programs, it should be an effective way.
In fact, the use of celebrity endorsements and cross-border co-operation has traditionally been a common marketing tool used to attract young consumers, for example, in connection with fashion, such as the luxury fashion industry that is at the forefront of fashion, In one breath, four Chinese brand ambassadors including Angelababy and Zhao Liying were appointed. Instead of focusing on the charm of the four celebrities, the brand valued the number of fans behind the four celebrities and the consumption of the younger generation Who, after all, Dior official announcement Zhao Liying as China's brand ambassador, the microblogging forwarding volume exceeded the million mark.
Another cross-border case is from Louis Vuitton, it and the United States Street tide brand Supreme conducted a cross-border cooperation, this co-produced a series of hot products brought the line up the scene and the popularity of social media on the heat, making LV hit More young people, it is learned that the joint series of both sold more than 100 million euros.
Luchu Qi told Aiken appliances: 'From Huang Xiaoming couple endorsement Vantage these two years, both in terms of channels and consumers, or in the brand image and the actual sales, have given Vantage has greatly improved, we are very grateful Nowadays, with the increase of Vantage's new products, we hope that through the brand-new spokespersons Zhao Liying and Lin Gengxin, we can better present the VIT product's sense of science and technology, professionalism and the pursuit of the ultimate. At the same time, In cooperation with a variety of popular IP, we will not blind, one based on changes in user preferences, the second is based on Vantage smart, fashionable brand tone to choose to start.
It is worth mentioning that the same is in the brand launch on September 20, Vantage and fashion group also signed a 'white still life strategic cooperation White Paper', designed to work together to create 'a new standard of living life' Vantage Its own expertise and 'Bazaar' a combination of fashion interpretation, through a variety of fashion activities and the depth of dialogue with the fashion crowd to understand consumer preferences and the pursuit of Vantage in order to provide industrial design and new product research and development to provide assistance, better Satisfy consumers.
Vantage also announced the strategic cooperation with the fashion group
Thirdly, the current Vantage is not lacking in the vision and pattern of globalization, the core of which is the new generation of Vantage leaders headed by Pan Yejiang. They are prime of life and open-minded. On the one hand, Electric brand learning, on the other hand in the country and even the world to recruit outstanding talent to serve Vantage.
Specific to the brand transformation in the past two years, Vantage's brand vision with a series of international operations can be remarkable, such as the founding of the father of modern armor, the first generation up to the designer Naokawabe mascot design mascot 'Vadi'; such as the invitation Well-known director of Hollywood Hollywood Vantage advertising film "mission-wise"; another example in the Hollywood blockbuster "Transformers 5" implants.
More importantly, in China's home appliance industry, there have been the ideas of global management thinking that have been adopted by the United States, Haier and Gree to go to benchmarking companies in the world. Therefore, as one of the most important domestic and foreign kitchen and appliance enterprises, Vantage Said that as long as they persist in operating with an international perspective, they will certainly help boost their brand position with higher achievements.
