The consumption upgrade is becoming more and more obvious. It continues to influence and change the consumer's lifestyle. For the entire home appliance market in 2018, the consumption upgrade is undergoing a process that changes from quantity to quality. The upgrading of home appliance consumption requires not only household appliances. Enterprises try to innovate in product research and development. In addition, they should seize the diversity of the times in the marketing thinking and marketing techniques of home appliances, start with consumers' consumer demands and consumption scenarios, and explore more accurate and more efficient high-value marketing. mode.
After nearly three decades of industry development, the mainstream marketing mode of the home appliance industry has shifted from bulk marketing models, such as low-cost marketing, self-built channel marketing, specialty store marketing, etc., to personalized marketing. From the just-concluded AWE2018 China Appliances And the consumer electronics expo has been exposed. So what are the new trends in home appliance marketing in 2018?
New retail brings new marketing structure
With the rise of new retail, new economy and new media, consumers are no longer just shopping functionalities, but also 'social sense', 'experiential feeling', 'interactive', etc. New retail refers to the drive in the era of big data. Next, the experience-centric, general-purpose retail model is evolving into every corner of our lives. Life, diversity, art, and intelligence will all contribute to consumer innovation in the context of consumer upgrades. Bring new inspiration.
Lifetime: Create an offline experience shop to increase user stickiness
Buying home appliances is all big-ticket items. Having never experienced a purchase has always been a cause for concern. Therefore, the brand that kills red-eye online, and the importance of offline experience, especially the high-end household appliance brands that have taken the transition. The combination of the above and offline modes has emerged in the marketing of home appliances. Consumers can experience offline, enjoy offline services and after-sales services, and can also place orders online to purchase the same products.
Most of the home offline experience stores adopt the technology + interactive form in the internal structure, experience a large number of large-screen LED displays in the store, and set up a unique experimental operation area according to the characteristics of their own products. , experience and display forms allow consumers to intuitively understand the related details and core technologies of their home appliances.
Compared to boring traditional stores, the offline experience is more like a real warm place. It restores the daily life scene of consumers. Consumers can also feel the authenticity of home appliances in the experience stores and have The sense of wellbeing after it stimulates the consumer's desire to buy.
Diversification: Take the emotional route and let you take the initiative to love me
'The whole world wants you to love me, don't you think it?' The power of emotion is the most powerful. And home appliances, home appliances, and home appliances. The buyer's power is for a home. The warmth. Product attributes destined for emotional marketing can be more direct.
In the AWE, the China Household Electronics and Consumer Electronics Fair held at the Shanghai New International Expo Center, the home appliance brands were almost completely launched. During the four-day exhibition, there were over one hundred different marketing activities with different themes, and many kitchen appliances brands took Emotional marketing once again played a new height.
For example, Fanta continued the warmth of the black science and technology of last year. At this time, AWE highlighted the 'Time Press Association' and at the same time, covered the walls of the 'Fantasy Dream Song-Style' and made the entire booth as warm as home.
The Vantage is a unique trip back, is the only one in the entire AWE exhibition outdoors to build a giant 'brain' as a kitchen experience hall, allowing consumers to busy cooking in the kitchen, but also listen to books to increase knowledge.
In these experience halls where emotional marketing is played, people’s enthusiasm is also extremely high. It can be seen that no matter what kind of marketing methods are adopted, only intentional marketing to enter the inner world of consumers causes emotional waves. 3. The key to finding the right sense of belonging in the real world is consumers.
New media enriches new forms of marketing
New media is an innovative form of media. It covers almost all forms of digital media. It is precisely because of the unique interactive communication characteristics of new media that creates the environment in which all things are now in the media, so that everyone can be based on their own personality. To identify new things.
Artistry: Harvesting high traffic, capturing young people
In recent years, online variety shows have raged, and the brand image of home appliances has not only been implanted in TV dramas, endorsed by celebrities, but also embarked on the route of online variety shows. Advertisements of variety shows are random, each segment is broadcasted One-fifth of a variety show is advertised. Many home appliance manufacturers will choose to upgrade their brand image through the title variety show to increase brand influence.
For example, InFocus TV sponsored Tucao 2nd Season and saw 'Tucao' as a very artistic and spiritual thing. It showed the image of InFocus Art, Entertainment and Technology to young people watching this variety. Group. For example, Oaks released movie tickets through the fun H5 interactive and produced "The Secret of Tree Hole" to launch online video platforms.
In the era when everyone is inseparable from mobile phones, home appliance marketing has moved to new media platforms. At the same time, while gaining huge amounts of traffic, brand communication has also gained massive exposure.
Conceptualization: landing of smart home platform, integrated marketing
Under the single lazy economy, household appliance services are increasingly valued by consumers. Especially after the younger generation after the 85th generation gradually became the main force in household appliance consumption, home appliance marketing has gradually developed towards integration. Young consumers are not only spending at the time of consumption. It is the purchase of a product, and more of it is the service brought by consumption.
With the official launch of the smart home appliance concept in 2018, from the intelligent upgrade of a single product to the overall system linkage, bringing high-tech product experiences, the integrated marketing service is also deeply rooted.
For example, Haier took a 10,000m2 large-scale exhibition hall exclusively in this AWE2018, and showed us the world’s first full-fledged smart home. Haier’s connection technology, supported by IOT technology, connects every room in the home bathroom, living room, and kitchen. In each space, each piece of smart home appliances is connected. With the help of technology, the brand and terminal are perfectly combined with the eye-catching effect.
Full text summary
Under the impact of the mobile Internet, people’s time is constantly fragmented, marketing is becoming increasingly difficult in information overload today, and it is necessary to make marketing differentiation in order to accurately display the brand communication in front of target users. How to change is inseparable from the most essential competition situation in the home appliance industry. It uses product innovation thinking to tap the new needs of users. It uses quality content thinking to realize the change of users' brand from contact to recognition and then to cognition. Finally, it uses experience to participate in thinking. Upgrade consumer buying experience.