With the advent of the mobile Internet era, the traditional advertising model can no longer meet the current consumer demand for short and fast information, which forced the major brands began to find new marketing thinking.Which, IP marketing by virtue of the characteristics of its own traffic and Unlimited scalability, sought after by all businesses 2018 Just opened the first year, Zero Micro Technology's Haier air purifier to work with 'old friend' Jingdong, has given a brand and channel of IP marketing feast, jointly by both parties 'Jingdong Joy customized version of' products - KJ420F-HMA net enjoy magic square air purifier, once introduced, it caused a great sensation in the industry.
Joined Jingdong Joy 2018 marketing started the first shot
The so-called 'wine is also afraid of alley deep', as a key part of brand promotion, the importance of marketing is self-evident.In the past, the brand is always trying to 'God' perspective to guide customers and educate users.However, the Internet Times, the popularity of social media, not only reduced the channel links, but also shorten the transmission link, for enterprises, how to detonate volume in the consumer social scene has become a problem that had to think, and IP marketing precisely with Young consumers, good communication, has naturally become the 'darling' brand marketing.
As we all know, the success or failure of marketing lies in 'potential', IP marketing is naturally the same.This time, Haier air purifier and Jingdong together to create the Year of the Dog products, will be 'potential' to the extreme.It is understood, accompanied by people Health awareness continues to increase, environmental products like air purifiers into the thousands of families, Haier air purifier with high performance, quality, has won the recognition and trust of consumers. To further upgrade the product experience, Haier Air purifier in 2018 for consumers to bring a highly practical and differentiated disruptive products, to build it as the opening of the big IP products.
Coincidentally, the arrival of the dog, but also to Jingdong had its mascot Joy IP wishes.In Haier air purifier view, the year of the dog Jingdong Joy image applied to the product, will make consumers feel Cordial, then combined with Jingdong powerful, Jingdong Joy customized version of the product net enjoy Rubik's cube successfully into the market.
IP marketing can enhance brand awareness, but the basis is still the product, a good product will have a good reputation. Haier air purifier KJ420F-HMA net enjoy magic side to become the only under the JD Joyo environment category Home appliances, thanks to its excellent product quality.It is reported that the product has up to 420m³ / h of high CADR value, to achieve rapid and thorough purification effect, not only that, Haier 'JD Joy Custom Edition' products are also ground-breaking Equipped with intelligent air detector can be demolished independently, while adding no tail charge, audio, aromatherapy and other functions set, in line with the current consumer needs of young people.
Win-win cooperation in IP marketing classic
As we all know, successful IP marketing, often can maximize the value of the content, to achieve a full range of drainage in the Haier air purifier and Jingdong work together, the two sides put on the IP marketing drama achieved good results , Truly achieved a win-win brand and channels.It is understood that since Haier air purifier 'Jingdong Joy customized version' products on the line, then in the industry and the consumer group has aroused great concern and discussion, attracted many people Call for it.
In order to create the Year of the Dog Super IP, in addition to Haier air purifier, JD.com also jointly launched Pepsi Shaun Joy Commemorative Edition and joint participation of Pepsi, Chow Sang Sang bracelet, Wilson basketball, Jiang Xiaobai, Lenovo notebook, Braun razor, Up to more than 300, covering 3C, home appliances, home, fresh, clothing and other categories.
In addition, in the consumer groups, Haier launched 'Jingdong Joy customized version' air purifier also has a very high popularity, once it goes online, in microblogging, WeChat, community, circle of friends and other social networks, has formed a tyrant Screen potential, rave reviews. Allow users to take the initiative to participate in discussions, dissemination, Haier air purifier undoubtedly seize the essence of IP marketing.
The industry believes that the brand choice and its own values and concepts fit IP binding is the more popular marketing, its value lies in the attractiveness of IP itself, can be spread on multiple platforms, so that the content is subject to more The target population, lead to sales.With no doubt that how to use the IP wave to create a unique and successful marketing model, Haier and Jingdong apparently for the industry made a good demonstration.At the same time, as the industry's leading brand Haier Air Purifier has always been user-centric, through technological innovation, product iteration and marketing capabilities upgrade, is also leading the environmental protection industry, intelligent, high-end changes.