China has a lot of brand air conditioning, fierce competition.For a long time, most of the industry marketing is to expand the market, using the above one-way publicity, but ignore the user's needs and experience, into one-way marketing bottlenecks.However, there are exceptions, Haier 12 At the beginning of this month, the first 'No-haze Bus' in China was launched in Beijing. On December 28, micro-shopkeepers were invited to participate in the 'No-haze Bus Tour'. The interactive user platform with 100,000 ha micro-owners , From stores, buses and other comprehensive scene experience.
Is it 'market' or 'user'?
From the quality of products, the appearance is no longer the core of the industry competition, air conditioning technology innovation has become a strong premium price point, including intelligence, energy saving, comfort and cleanliness, are the main market competition in recent years. The technology as a non-first-glance function, consumers are difficult to understand, which requires the brand to explain it.Technical interpretation is bound to accompany commercial marketing, driven by expanding market share, some brands formed more or less The actual effectiveness of the gap between the publicity.
At the same time, consumers are experiencing increasing demands for technology experience. Although major brands set up simple interactive scenarios through offline stores, they gradually visualize the technologies through sales guidelines and actual presentations, etc. However, this scenario is still interactive One-way, passive acceptance of users, the real user-led two-way community interaction still unrealized.
However, there is a brand in the air conditioning industry, which is an exception. It did not put too much on marketing campaigns. Instead, it has been devoting itself to building and constantly updating and upgrading the user community interactive ecology while at the same time stimulating market expansion while expanding community user coverage The brand is Haier.
'Haze Bus' has become a new platform for social interaction
In terms of iterative user interaction, Haier air-conditioners enable users to have an intuitive experience on self-cleaning technologies through such ways as 'live shower', 'white towel washing' and 'washing out 1 cup of water'. After launching the net-sector self- In addition, Haier air conditioning is still good air APP, Air Baby College and other platforms, with the community users maintain good interaction.
At the beginning of December, Haier Air-conditioners jointly launched the first 'Haze-free Bus' in Beijing with a Haier net-sector self-cleaning air conditioner with professional purification capabilities and a 15-minute air purification inside the car to enable citizens to experience Clean and haze of travel air.This time, Haier air conditioning community interaction platform again moved from offline to offline, not only in the scene to experience the haze of user interaction haze travel, but also led to social outdoor, travel fog Mass haze concern.
What can users get from this moving 'social interaction platform'? First, to express the desire for traveling clean air; secondly, to get a scene-like clean space experience; Third, Indoor life scene seamless switching, access to 'haze-free life' of the air solution, these three points just from the user appeal expression to meet the end user needs to form a complete and complete community interaction chain.
Users, products, brands constitute a complete community of interactive ecology
However, the interaction between the user and the product alone is not enough.December 28, Haier air conditioners again in between micro-owners launched a 'hazy bus trip', from 9:30 to 12:00, the number of Ten people around the CCTV building, the Beijing Workers Stadium, Chaoyang Park, Bird's Nest, Peking University and other landmarks in the 'haze bus' interactively through the broadcast live more than 10 million micro-owners, from the smallest unit at both ends of the order, to achieve User interaction with the brand.
It is worth mentioning that this "no-haze bus trip" also contributed to user orders.From the site information that the user surnamed Gong, who lives in Fangshan District, Beijing, home has a 10-year-old child. Recently, he Home newly built villa, air conditioning is being purchased Mr. Gong saw the activities in the circle of friends live, after watching he is very optimistic about the net boundary air conditioners in addition to haze function, immediately under the mall to order a set of Haier net sector self-cleaning Air conditioning, through the community interactive experience to create a user ecosystem.
For 12 years, Haier has been committed to becoming a leader in the paradigm of the Internet of Things (IoT paradigm), and the exploration of this model takes the lead in the field of intellectual life. Among them, Haier air-conditioning is an important part of it. Through the open ecology Continue to meet the needs of global users and create lifelong values.At the same time, experts said that the "one man and one man" model is becoming the next social model and is bound to bring a "textbook" reference for the transformation of the Internet of Things of all kinds of enterprises.
It can be said that the traditional 'selling products' thinking is already outdated, the market and users are not both 'user-centric, demand-driven', Haier air-conditioning to build an ecological open, resource-sharing community ecology, Achieve a win-win sales performance and community reputation.To know that always have a high degree of activity, loyalty and expansion of user resources, is the brand and business can endure the fundamental.