If 2016 is the year of "M & A" in China's home appliance industry, then 2017 will be the 'strategic year' for China's home appliance industry. Under the auspices of the strategic transformation of the industry, 2017 home appliance marketing will become even more impressive.
Different from internet business entertainment, the biggest feature of home appliance business marketing is different from that of 'Hu Hu' home appliance marketing in 2016. In 2017, home appliance marketing is more interactive; The announcement of different home appliances marketing in 2017 showed a distinctive brand personality, while the brand personality through product marketing, brand marketing, event marketing, etc. deeply integrated into the strategic appeal.
Product marketing point into gold
Side too smoke machine open 'driverless' era
On August 16, Fangtai intelligent lifting hood EM7T.S released at the Shanghai World Expo Center. The use of intelligent lifting technology has led to the revolutionary upgrade of smoke fumes, passive passive smoke fumes to take the initiative to catch the wisdom to smoke range hoods in one fell swoop Into the 'driverless' era.
'Fast assessment' as a master of Chinese home appliances industry, too too has always been a love degree, the Chinese style is the main thread running through corporate marketing.However, the 'driverless' range hood brushing the screen, breaking the people too much inertia recognition Know .Bat screen mode is open, in the final analysis also thanks to the company's product technology innovation made a breakthrough.
Haier washing machine to create a new Guinness World Records
Haier's washing machines once again created a Guinness World Record in the form of 'Oblique' and 'Stacked High Chairs' on October 26. 'Oblique' and 'High Chairs' reflect the 'steady' Brushed the Internet to wash the 'napkin', 'wash the egg' is showing the fiber-level care 'soft'.
'Express Comments' In addition to washing machines, Haier air-conditioned blowing 24 hours, tofu and eggs 'no hairy' more intuitively show UVC sterilization, wet and bacteriostatic and self-cleaning triple disinfection efficacy. However, the detonation of the interactive form is only part of the entire detonation system.Relying on the community and other means of collecting user pain points, the combination of market demand and research and development into a technological innovation in the Extracting the core interaction form in technological innovation is the detonating trilogy of Haier's product marketing.
Sharp 8K eco-industry shine Victoria Harbor
On Oct. 30, the Sharp 8K Eight Life Show debuted in Victoria Harbor, Hong Kong.Large 8K cameras were set up on the bright screen to capture the pictures beyond 4km and demonstrate the charisma of 8K imaging and display technology.
'Review' from the product point of view alone, Sharp is showing its own 8K camera and the big screen charm out of the product range you can see that Sharp actually shows the 8K +5 G 'eco-industry.Currently, Sharp 8K Ecology Has formed the actual scene applications in the fields of work, education, entertainment, family socialization, environment-friendly vehicles, transaction procurement, health and safety. The industrial chain has also completed the process of shooting, storing, editing, producing, Play a full layout.
Millet 'make-up' to create IP products
In 2017, Wu Yifan endorsed millet 5X and locked the zoom dual-camera more beautifully, achieving a high degree of fit between the fan base and the product's selling point. However, the limited edition of millet 6 Wu Yifan also pushed the explosion-proof marketing to the extreme. From the cost to the precise positioning of the substantive transformation.
'Fast assessment' millet phone has always been to run points, price comparison known, but since millet strategic 'make up' since 2016, marketing style has undergone great changes from the Wu Xiubo, Liu Shih-Shi, Liu Haoran endorsement red rice to Tony Leung endorsement millet Note2, Then millet Wu Yifan limited edition, millet really entered the product segment positioning marketing era.
Brand Marketing Strategy Synergy
Haier: go out and walk up
March 8, Haier released the first global strategy of six major appliance brands GE Appliances, Fisher & Paykel, AQUA, Haier, Casa Imperial, commander GEA corresponds to the global brand, Fisher & Paykel corresponding luxury appliances, AQUA corresponds to high-end appliances in Asia Haier corresponds to China's confidence, Casa Di corresponding to international high-end home appliances, commanding the corresponding fashion appliances, Haier appliances completed the global coverage of multi-level consumer population.
'Express' on the one hand by the Haier single-brand globalization to multi-brand globalization, on the other hand by a single brand to cover every local market in the world, to multi-brand synergies to meet the different needs of each local market in the world Haier six appliances The launch of the brand globalization strategy marks Haier's strategic goal of "going global, going global and going global" by gradually changing the layout from "the world's first white brand" to "the world's first home appliance brand cluster."
Vantage: Sleeping Lion awake to build Chi still life
On September 20th, Vantage 's "Allure Time" Brand Conference was unveiled at Beijing Cube Aquatics Center in 2016. The brand strategy of "Wisdom +, More Love Home" was upgraded to' Smart +, Fashionable Home 'in 2016.' Wisdom + Is implementing Vantage's strategy of "high-end smart kitchens". The proposal of "fashion house" expresses Vantage's ability to transform the wisdom and expertise of professional innovation into a more fashionable and quality lifestyle.
'Quick Comment' From 'More Loving Home' to 'Fashion House', the two words have condensed the whole upgrade from technology and scene experience to the whole way of life. 'The lock of the rich-rich class reflects the times of Vantage's user thinking Change, that is to give up the traditional model of the division of users by region, age, income level, replaced by the values, cultural level, hobbies, consumer attitudes to find the real user pain points.
TCL: the forerunner in the big country brand
October 16, following the "road", TCL brand documentary second "line" appeared CCTV-1 "big country brand." At the end of November, TCL creative projection ads in New York, Paris, France, Berlin, Germany, Rome, Italy London, Australia, Sydney, sixteen countries, 18 landmark big show style, relying on advanced technology to create the stunning visual effects, so that TCL brand once again attracted the world's vision.
'Quick Comment' TCL released the brand strategy of 'Creative Moves Life' in 2007 and the brand upgrade strategy of "Young, Fashionable and Internationalized" in 2013. In summary, the best done in recent years International TCL Group has revenue over one hundred billion for three consecutive years, sales revenue of about half from overseas. Moreover, Huaxing Power brought vertical integration advantages of the industry chain and the Internet brand Thunderbird force, as TCL brand power, product Increasing strength and technological power provides a steady stream of endogenous motivation.
Boss: Explore 'redefine' kitchen appliances
On 20th September, Boss Electric held the 'Cooking Meaning - A Beautiful Kitchen Life Journey' conference in Shanghai. 'Redefining Products' has become a new concept put forward by the boss's electronics companies. , Healthy and fun concept, the market is constantly user segmentation, how to make young and middle-class in the kitchen to find fun has become the focus of the boss electrical transformation and upgrading.
'Express' This conference nominally product launches, in fact, more like a brand strategy conference.Focus on high-end kitchen 38 years, the boss has become synonymous with high-end appliances.The conference, let people see To the high end of the brand personality: In the redefinition of this methodology, under the guidance of the human life to create a better yearning for the kitchen.
Sports marketing bearing multi-level appeal
Hisense 2018 World Cup official sponsor
On April 6, FIFA and Hisense Group jointly announced that Hisense will become the official sponsor of FIFA World Cup 2018 and the first Chinese consumer electronics brand sponsor since the World Cup was established in nearly a century, said Liu Hongxin, president of Hisense Group. More than an advertising campaign, it is a strategic move that is a continuation of Hisense's 'Internationalization Strategy' following its sponsorship of the 2016 European Cup.
'Quick Comment' is different from the previous cooperation, FIFA has also commissioned Hisense around the display technology, the way the event presented a special deep development, Hisense is likely to deepen the way technology services to cut the event to Hisense, represented by China Home appliance sports marketing, and gradually from the previous only brand awareness, to the brand appeal as the basis for expanding products, technology, service output in the road.
TCL and China men's basketball contract about ten years
June 13, TCL & China men's basketball team sponsor contract renewal conference held in Dalian. The two sides renewed cooperation until 2018, TCL will be the main sponsor and the Chinese team completed a decade accompanied.
'Quick Comment' TCL in 2009 as China's men's basketball partner and CBA designated sponsor, has taken the first step with the basketball in 2011 TCL officially became the main sponsor of the Chinese men's basketball, basketball athletes from wearing a body with TCL Flag battle screen campaign battlefield, as the hearts of fans on the Chinese men's basketball a clear memory.In addition to the Chinese men's basketball team, the Chinese women's volleyball team is TCL sports career in a touch of bright color, Lang Ping endorsement TCL high-end vice brand XESS is the best footnote The passion, creativity, personality and fun presented by sports events are in good agreement with the stylish and healthy lifestyle advocated by the TCL brand and their self-fulfilling attitude toward life. They are also the products of TCL's "creative life-touching" and "young and fashionable , International brand strategy focused on the embodiment.
Kunitari 1-0 victory over Uzbekistan
The evening of August 31, the 2018 World Cup Asian Zone 12 group stage, the Chinese men's soccer 1-0 victory over Uzbekistan team, qualifying hope retained in the final round.At the end of the game, the major micro-marketing posters have been released.
Skyworth: dreams flare up and win beautiful, this moment, so that the success of the final freeze frame painting (Wallpaper OLED TV)
Jin Li: Ming Jin does not accept troops, proud standing Wu wolf capture. (Kim S10 mobile phone)
Glory: Do not forget the beginning of heart, winning 9 to win the glory. (Glory 9 phone)
Haier: Decontamination (Ukraine), of course, our strongest. (Self-cleaning air conditioning)
'Express' Skyworth As the official sponsor of the China Football Association of China Football Association, with the opportunity to win the victory of the Chinese men's football to characterize 'because of the difficulty, so successful' spirit of enterprise culture, posters have not forgotten a show of the ultimate picture quality OLED TV. If Skyworth ignites deep feelings, then the same as the official sponsor of the Chinese Football Association Chinese team Jin Li Zeyi opened a creative text show, but on the whole, Haier's decontamination poster is absolutely spike sentient beings.
'Household appliances headdress' 2017 appliance industry badminton tournament
From September to November 2017, the Household Appliances Headliner 2017 Badminton Invitational held by China Household Electrical Appliances Network, hosted by China Household Electrical Appliances Association, was launched in succession in Beijing, Nanjing and Guangzhou. A total of Jingdong, LG, Meiling, After the fierce fighting, the final Vantage team won the finals champion, the United States and the Jingdong team deposed the runner-up and third runner-up.
'Quick Comment' competition is just one aspect of the game, more importantly, through the game for the industry to build a platform for the club to promote better communication between the various electrical enterprises and institutions, while stimulating the industry many badminton enthusiasts Enthusiasm, in the physical fitness at the same time, to achieve multi-level and multi-dimensional exchanges in the industry, thereby enhancing inclusiveness, interaction and cohesion of the home appliance industry.Home appliances headlines as a home appliance information community interaction APP, for the industry exchange , Information browsing, interactive topics such as providing a broad platform.
In addition to event marketing event also momentum
McDonald's renamed the Golden Arches
October 12, McDonald's (China) Co., Ltd. officially changed its name to the Golden Arch (China) Co., Ltd. The news came out, 'babes' change 'doggy' type spoof marketing instant detonated appliance industry. , Huawei became the "lit chrysanthemum", LG was dubbed the 'husband Co., Ltd.', Jingdong, Lynx, Suning, the United States were spoofed 'broken leg big dog', 'chopsticks legs and cats',' braised Lion head 'and' I'm not kitty '. Even China's top home appliances home top prize, has also been spoofed' red nose 'award.
However, the spread of names and images of Internet companies in hot spots favors animals (such as Tmall), plants (such as pea pods), and stack-up words (nail tacks), which are worth studying. Some scholars said that these names and images are characterized by life, morality, easy to keep in mind, and more likely to maximize the effectiveness of corporate marketing communications.
Li Chen courtesy Fan Bingbing
In 2015 Li Chen, Fan Bingbing announced the romance, Durex a 'Bing Li' Hey turn the audience.But 2017 Li Chen courtesy Fan Bingbing, Durex's 'we, forever, forever, always ... ...' but lost to Haier's 'sincerity forever'. The most important thing is that the birth of Haier Jun created (congratulations, newborn baby's need for maternal and child air conditioning washing machine conditioner?) Attracted a large number of v-emulation to follow, Baby breakfast, buy a house, shopping has been contracted.
'Express' Haier replaced Durex prop up the topic because, not just a mere chance to borrow keywords, but release the brain to find the marriage, marriage and home appliances, the internal link, Haier considered Durex was a speculation Marketing Course.
Durex thanksgiving each other
Thanksgiving this year, Durex put a big move, thanks to thank more than a dozen brands.Since the beginning of 10 o'clock, almost every hour to push a poster, lasted until 10 o'clock in the afternoon.Three, this fire to the appliance industry.
3 o'clock in the afternoon, Durex thanked @ the United States rice cooker: Thank you for making raw rice cooked rice.
User God reply: There you are, raw rice cooked immature rice.
6 o'clock, Durex thanked the boss @ electrical suction: Thank you for making the kitchen comfortable like a bed.
The boss electrical reply: Do not vent, the kitchen should be more in and out!
'Express' has always been distracted home appliances big V seems to be Durex belt broken.
'Appliances Corps' selected CCTV national brand plan
On November 8, CCTV held the signing ceremony of "National Brand Plan" in 2018 in Beijing. Dozens of Chinese brand enterprises from all walks of life, involving national economy and people's livelihood, were successfully selected into the 2018 CCTV National Brand Plan. Among them, Haier, the United States, the Gree and kitchen electricity leader Fang too four appliance manufacturers and Jingdong, Ali, Suning, Gome four home appliance retail companies are on the list .This is also 'China Brand Day' since the establishment of China's home appliance brand focused on display products Charm, brand concept and corporate style of the excellent opportunity.
'Quick Comment' The establishment of the China Brand Day is itself a strategic act that tells the story of the Chinese brand from a national perspective. However, the 'CCTV National Brand Program' is only one of the measures to promote the development of its own brand, cracking down on fake and shoddy goods and improving laws and regulations , Developing independent intellectual property rights, demonstrating the connotation of national culture and fostering a good ecological environment of own brands will also be incorporated into the systematic construction of brand building.
China Dishwasher Promotion Alliance was formally established
From August to October 2017, under the guidance of the China Household Electrical Appliances Association, China's household appliances network, together with mainstream appliance brands such as Siemens Appliances, Fang Tai, Midea and Haier, launched a campaign to popularize the consumption of Chinese dishwashers through ' 'The two main lines of communication organized consumer awareness popularization of consumer surveys, theme photography competitions, dishwashing truth laboratory experience activities, mainstream platform discussion of various topics, dishwasher pioneer user groups and other forms of consumer knowledge. China Dishwasher Industry Summit cum Forum, not only released the "2017 China Dishwasher Industry White Paper", also set up a "China Dishwasher Promotion Alliance" to boost China's dishwasher industry to accelerate off.
'Quick Comment' With the rising level of mass consumption, the rise of new middle class and the constant emergence of local innovation, the dishwasher has gradually entered the outbreak of 'weather, geography, people and' while the Chinese consumer series of dishwashers The function of the activity is to be passive and proactive and to fully activate the market potential through the industry's resonance and consumer resonance.
postscript
These marketing events are just the tip of the iceberg, with cleverly titled sponsorships and distinctive brand campaigns as important components of home appliance marketing in 2017. For example, Haier and Sharp were among the "My First Half" and variety show "The Pretty House" Smartly into the smart home life; Xiaomi and Vantage respectively, "wonderful work" and "masked singing will guess guess" to show the "net red physique"; Oakes and Galanz respectively with the iconic activities 'AUX RUN' and 'Tomato Festival' Pass the brand culture, enhance the experience of interaction.
Marketing activities as a window to show the company has become a platform for corporate strategy to focus on the release of the marketing activities can be seen from the above, whether it is fashion technology transformation or global expansion, or brand restructuring, all reflect the Chinese home appliances The strategic transformation of enterprises is steadily advancing, gradually forming a hierarchical, differentiated and systematic strategic layout in the process of transformation and upgrading.