At the beginning of March, Shanghai was still cold and chilly. The AWE site at the China New Home Expo and Consumer Electronics Fair, which is being held at the Shanghai New International Expo Center, was unusually hot. The 130,000-square-meter pavilion was filled with crowds and people really felt home appliances at the colorful live events. The colorful products, along with the application of technology in the product's rapid advance.
According to the AWE organizers of the China Home Appliances and Consumer Electronics Fair, from March 8th to 11th, during the four-day exhibition, there were nearly one hundred different themes of marketing activities. The major participating brands according to their own brands Characteristics, direction of the promotion, technology and products of the main promotion, planning and designing different techniques, selling different but exciting live activities. In summary, these activities include emotion marketing, experience marketing, event marketing and word-of-mouth marketing. The four major means of making people have more understanding and deeper feelings about home appliance brands and products.
Kitchen Appliances - Emotional Marketing, Who
At this year's AWE, kitchen line brands mainly distributed in the E1 and E2 kitchen and kitchen appliances are aligned. Whether it is a professional camp represented by Fang Tai, Boss, Vantage or Shuaikang, or represented by Bosch Siemens, Haier and Midea. The group camp, in the expression of kitchen appliances, has adopted more or less emotional routes, and it is quite hard.
For example, Fanta covered the walls with 'Dream Song' fonts, and used 'Time Press' as a sequel to last year's 'Mother Time Machine' to emotionally endorse sink dishwashers.
The boss wrote the cool and scented brushstrokes on the glass and put the characters into miniatures in the food scene. In the big scene where the people regard food as the heavens, the emphasis on the kitchen is full of fun. The theme of the “Frequently found in the kitchen to discover” is consistently extended. .
Vantage pushes the expression 'The best food is about eating, it's about people, about love, the theme article about love, I want to eat you, and builds a square in the square of the exhibition.' The Brain of Wisdom is a knowledge kitchen experience hall and tells people to cook while listening to books.
These kitchen appliances brands can deliver food, enjoyment, joy of life, personal growth, independent space and other contents to people through emotional marketing.
Smart home appliances - experience marketing, each has its own strengths
In the rapid development of the Internet of Things, artificial intelligence gradually gains a firm foothold. Intelligence is constantly mentioned. Today, smart home appliances have become a must-see for home appliance manufacturers. The W1 consumer electronics store located at this year's AWE, E5 E6 Integrated Category and Accessories Hall, E7 Haier Experience Pavilion The company's booths in these exhibition halls have designed a special smart experience zone.
Siemens Home Appliances Booth
Haier booth
Beautiful booth
Yunmi booth
The reporter noticed that whether it was Bosch Siemens' “connected with home”, Haier’s “wisdom family”, Midea’s “Smart Home”, Yun Mi’s “Home Internet Appliances”, or Panasonic’s “Better living tomorrow” living space. In order to allow more audiences to feel the intelligence of home appliances, the smart smart experience area looks both stylish and comfortable. The experience area is designed as a simulated home environment, equipped with whole house smart air purification system, internet kitchen, and Internet steaming machine , Artificial intelligence hoods, Internet refrigerators, Internet washing machines and other whole-house Internet appliances, people can stay in and feel free to experience this. This is Yunmi's approach. The experience area of Haier and Midea is created as one glass. Plaid, people who are interested in queuing in, or voice or touch, feel the freshness and satisfaction brought by smart appliances under the guidance of the staff.
Consumers participate together through rational factors such as sensory, emotional, emotional and other perceptual factors, knowledge, intelligence, and thinking. The result of in-depth product experience is that smart home appliances are more deeply rooted.
Brand Appliance Event Marketing
Although AWE is a home appliance and consumer electronics show, but this does not prevent her from becoming a star-studded exhibition. Well-known financial writer Wu Xiaobo, well-known movie star Shu Qi, household name host Yang Lan, ninth girl idol lin renewal, long leg beautiful girl Yang Mi, love Gang Jingye, Lin Zhiling, National Goddess Gao Yuanyuan, Hunan Satellite TV's Mingzui Li Hao...... You sing me out on stage, and staged a heavyweight celebrity endorsement event in just a few days.
The influence of home appliance companies on the celebrity presence is quite prestigious. The prestigious brands are fully pre-heated before the show. For example, Panasonic released the “Panshi home appliance industry for a hundred years Panasonic product debut AWE2018”, 'With the National Goddess An occasional spokesperson, Gao Yuanyuan, will help the Panasonic booth to celebrate the arrival of the star. At the exhibition, Vantage spokesman Lin Lin updated and praised Vantage in the post-Industrial era design and lovable, and together with Vantage vice president Han Wei together to produce a metal look cake, and fans Intimate interaction, using the power of the star to push the brand to the climax of public opinion. After the owner took part in Shu Qi's activities, he made Shu Qi's favorite steamed dish recipe and spread it with her beautiful pictures.
The presence of various stars brought media and the public's attention together, igniting the topic and making more exposures to the products and brands of home appliances, in addition to the brands mentioned above, like Casa Di, Sun Rain, Yun Mi, Brands like Macross also gained popularity through the event marketing of stars.
Word of mouth marketing spring rain
Sony's famous 'Night more intoxicating' Matisse painting new TV sound, sharp resolutions up to 7680 × 4320 Sharp 65 inches 8K TV, LG OLED containing AI architecture and high-end 4K home theater projector, equipped with a Philips picture quality enhancement slim engine technology (2mm) wallpaper TV ...... located in AWE W2 consumer electronics shop black TV license who show their full strength to the audience with top products. to feel personally experienced the product and then word of mouth a result, Bring more loyal fans and users to home appliance brands.
Sony booth
Sharp booth
LG booth
Philips booth
Not only equipped with numerous black-black technology, a number of consumers consider more life appliances, water appliances, small household electrical appliance enterprises in the AWE also know how to influence more consumers through word of mouth marketing. Hall W1 of fresh water in the United States of booth, can physically produce nano-bubble water, fruits and vegetables to remove residual water purification equipment to be onlookers, in Hall E2 tiger, Bear, nine-yang, Elite booth, slow cooker, rice cooker, soup pot out of the food processing also attracted everyone stop and taste; detects skin moisture meter site in the wash AO Smith Hall E1, and provide improved skin moisture content before and after comparison with the wash water wash instrument; at E3 live electrical shop, Cobos, puppy appliances, stone, Lake, Kay Chi, many brands flying Branch of intelligent vacuum cleaner Montreal stroll, people can be identified survival of the fittest products from its trajectory, cleaned the ground and other indicators; E6 in Hall of Panasonic even provides electron microscope can help people on blush .
These experiences and feelings are constantly spreading through the exchanges between friends and family. For brands, there will obviously be infinite positive forces. This is the effect of word of mouth marketing.
In fact, emotional marketing, experience marketing, event marketing, and word-of-mouth marketing are the means by which home appliance companies expect better products to be delivered to consumers. AWE is indispensable for satisfying consumer electronics consumption upgrade needs.