When the phrase 'meet you in the no-wind-time' comes into view, the feeling of tranquility and harmony, warmth and romance linger around the author, and the air-conditioner in the United States will comfort Star series with a gentle touch Refined, such as the spring breeze, in a dashing way to the cold industrial products passed quietly rich connotation is only this sentence, while cutting traditions also opened a new phase of marketing communications.
With the theme of "Journey to the West", "Water Margin", "A Dream of Red Mansions", "Legend of the White Snake" and so on, the classic characters in the story or the bridge section as the theme, into the function and experience of Comfort Star series products, Retail terminal in this year staged a fun event.After entering the December, the United States air-conditioning means of transmission and innovation, the major terminals and stores under the King glory tournament, and cool dogs, 5sing platform cooperation The original song solicitation was sponsored by the huge investment of Guangzhou Marathon and realized the cross-border integration in many dimensions such as music, games and sports. US Air Conditioner also demonstrated the other aspects of its long sleeve and good dance in pan-entertainment marketing and communication.
Air conditioning industry, the classic case of interactive communication
The mobile Internet has a huge deconstruction effect on the traditional way of information dissemination. Fragmentation and personalization have changed the pattern of information transmission between brand products and users, especially the rise of consumer groups in the younger generation, which also impact the users' , Brand cognitive system.So, self-subversion and innovation not only limited to enterprise technology research and product upgrades, but also reflected in the way the user to achieve information convergence has changed.
Beautiful air conditioners meet with you in a time of no wind as the core In this year's offline public places in densely populated areas such as Weibo, WeChat and other mobile communication platforms and PC networks, we conducted video, poetry and other forms with users Rich and colorful interaction, resulting in the amount of information reached in billions of dollars.And the traditional celebrity as the IP terminal interactive activities, online achieved fruitful drainage.
Earlier this month, the United States air-conditioning and cool dogs and 5sing platform to carry out the theme of 'meet you in the wind free time' of the original song solicitation contest, especially so invited Chinese singer-songwriter Jin Zhiwen, cool dog chief entertainment officer quarter Shengsan, Gold music producer Cui Shu served as the solicitation of the original works of the judges, the song is not limited to the form of jazz, rap, popular, antiquity and other grid to 200000 yuan prize money to attract original music lovers from December 1 to 4 Within a short span of four days, over 750 original music has been collected.
With the original song solicitation activities carried out simultaneously with the king of the country's major terminal stores glory tournament, combined with air-conditioning product development and hot combination of 'king of exclusive air conditioning', 'special game gifts' to offline retail to provide assistance, different Different stages of the players can also enjoy the corresponding discount and none other, the regional champion and the national finals champion can get generous bonuses in the promotion of offline drainage at the same time, and consumer users have also conducted effective interaction.And about 12 Guangzhou Marathon on the 10th of the campaign, the United States air-conditioning brand, product elements will have a large area into and show.
Midea air conditioning brand image, comfort Star product features experience, M carved series of air-conditioning product elements through the rich and varied activities, through various forms of interaction with the vast consumer groups, are subtly to the user information transmission.
Cross-border integration of younger users
Behind the scattered, complex and diversified information collection and distribution features are the replacement and replacement of user groups. After 85 and 90, they are becoming the mainstream users of consumer products including air conditioners. Their cognition of products, perception and function of brands Of the experience and the older generation of users formed a sharp style.For air-conditioning enterprises, to seize the younger generation of users means that in the future development occupy a more favorable competitive position, the United States this year online and offline air conditioning To carry out various activities held, the core appeal is to meet and adapt to the younger user groups.
King glory is the largest player in the domestic game groups, the highest participation of a mobile game, more importantly, players are more concentrated in the young groups. Marathon activities as well, although the enthusiasm for the sports activities after some 70 or even 60 However, the vast majority of enthusiasts, followers and performance marathoners of the marathon are still young and energetic young people.
Beautiful air-conditioned and cool dog and 5sing platform to carry out 'to meet you in the no-wind time' as the theme of the original song solicitation contest for the younger generation of music lovers to provide a stage for self-worth to show the traditional famous IP line Under the activities and online interaction, blend and pass out a more colorful young elements.
Various forms of activities go hand in hand, allowing the United States to achieve the air-conditioning on sports, music, games, literature and many other areas of cross-border integration.Field is not a new vocabulary, but never an air-conditioning brand like the United States in the same To achieve multi-dimensional cross-seasons within the timeframe, Midea Air Conditioners has achieved maximum coverage of the younger user community with a series of dazzling cross-border initiatives.
Terminal-oriented production and marketing model changes
Whether it has been carried out for nearly a year of traditional classic classics IP in the terminal activities on the import, or with the cool dog and 5sing platform to 'meet you' in the wind free time the theme of the original song solicitation contest, and even in full swing the king Honor the National Championship, are in the terminal for the United States air-conditioning retail crowds, to provide marketing support.
Under the guidance of the three major strategic axes of "product leading, efficiency driving and global operation", Midea Air Conditioning has long since abandoned the traditional large distribution and sales model of big pressure cargoes, which in turn drives the terminal retail sales and enhances the efficiency-driven The operation of the entire operating system to improve the quality of the United States air-conditioning move also intensified the entire industry production and marketing model changes, the user is supreme and terminal-oriented are also leading the evolution of China's air-conditioning market competition.
The terminal for the traction and the source of information so that the United States and the air-conditioning market efficiency and its scale has been greatly boosted this year's 'double 11' the same day the history of the United States hit a record high 1.08 billion in sales, while in Prior to the '11 .3 'beauty brand activities on the day, air-conditioning products once again become the protagonist and year-on-year success .In fact, into the 2018 freezing year, the United States air-conditioning shipping performance is quite beautiful domestic market, led the entire industry in 2018 Annual off-season shipments of high growth year-on-year.
Endogenous growth has become the market expectations of the United States where the United States and air conditioning across the board entertainment marketing in improving the product and terminal tension, but also to the US air-conditioning market to provide endogenous motivation.And a series of modes of transmission The innovation, but also to the United States and air-conditioned walk in a broader channel of growth.
