'For brand promotion, in 2018, we will let everyone see a different Whirlpool China!'.
On March 21st, Beijing, a new product announcement for Sanyo Magic9 Washing Machine named “In the name of the net, Oxygen and Health”, Ai Xiaoming, president of Whirlpool (China) Co., Ltd., told reporters present here.
In fact, this is not the same as the beginning of March in the AWE scene has begun to show its clues.
Not one of them: leveraging on cross-border café and net red On March 9th, Wu Xiaobo, the financial magnate who was hailed as the most living person, visited the Whirlpool booth and interacted closely with Whirlpool's latest wave of products, 'suit sniffing', "Fruit and steak and cosmetics are properly placed in the refrigerator," and "Michelin chefs make baked snacks". Experience the quality of life brought about by Whirlpool's high-tech. The beauty makeup expert, Li Wei, also performed skincare maintenance on the spot. Exclusive experience sharing to teach everyone how to reasonably store skincare products. These activities, while earning a lot of attention, also infuse many elements of cross-border and lifestyle life in this century-old brand of Whirlpool. It's as simple as 'Easy grade life'. !
Not the same two: On the morning of March 9th, we had just joined hands with JD.com to release a freeze-in-age refrigerator. In the afternoon, we also announced the new washing machine series with our old partner Suning. This shows Whirlpool's strategy of relying more on Suning before changing its channel layout. More emphasis on omnichannel development.
Three different: At the AWE site, Whirlpool China, which owns four major brands, changed the style of Whirlpool, Sanyo, Timothy, and Rongshida Qiqi in past years. This time, it only focused on Whirlpool brand washing machines, refrigerators, and kitchens. In addition, Wu Shengpu, president of Asia Pacific and president of Whirlpool Corporation, and Whirlpool (China) Co., Ltd. Chairman Wu Shengbo, said that in the future, Whirlpool will use the brand focus strategy to effectively promote products to suit China's high-end market, with high added value. The route to enhance consumer awareness of the Whirlpool brand. '
Conference site
For the repositioning of Whirlpool's (China) brand, at the conference on March 21, Ai Xiaoming, president of Whirlpool (China), made a further interpretation. Whirlpool, which focuses on American goods, demonstrates that it has a sense of technology. Emphasis is on high-quality quality of life; Sanyo or Timor in the brand, the main focus on enjoying health; Rongshida is a good quality, mainly for four to six cities, so in different cities for different groups of people. In the past The use of resources will be somewhat decentralized. Then we need to make more adjustments this year. For different scenarios, different brands, just like we have Rongshida in the rural market, we will see Rongshida promote a lot. Our main push in AWE is Whirlpool. '
In the Chinese market, we need different brands to respond to different consumers' demands and need to be handled with care. Ai Xiaoming further stresses that 'but one of the cores is the same, we use our technology to keep our technology going through channels The layout of different geographic coverage and consumption levels, to obtain the products and categories they need.
'In terms of brand communication, before we were more hard-to-reach, we will pay more attention to digital marketing starting this year. For brand promotion, we hope everyone can see a different Whirlpool China in 2018. 'Ai Xiaoming said.