After the success of OEM/ODM business, entering the Chinese market to build its own brand is itself a difficult road full of thorns. It is even more difficult to create high-end brands in a hopping manner in the Chinese market that pursues low-price competition. It's harder. However, Lake Electric broke these two curses in one breath. Since it entered the Chinese market with its own brand 'LEXY Lake' in 2009, it continued to specialize in innovation, and it has truly become a face to face with foreign brands. Competitive, high-end domestic brands that are familiar to consumers.
'8 years of technical heavy punches, years of sharpening, let Lake Electric's 'LEXY Lake' brand in the Chinese market established a high-end clean appliances positioning. 'March 18, held in Suzhou, with 'COME ON JIMMY' At the presentation of the topic of the Lekjimi brand, Ni Zugen, the founder, chairman and president of Lake Electric, took the stage to speak. First of all, he expressed his confidence and enthusiasm for the 8 years of hard work and great achievements of LEXY Lake in China. After a firm foothold in the high-end environment cleansing industry, Lake Electric intends to expand its strategic map in China.
Focused on young people's sub-brand - JIMMY Lake Jimmy, this came into being.
'In addition to high consumption, the future of big consumption, or the young people's market.' Nizu Gen so frankly, in his view, '2015 after the consumer upgrade trend, on the one hand significantly promoted the trend of high-end, on the other hand It is the rejuvenation, personalization and fashion of the main consumer groups. Taking advantage of this situation, Lake Electric must not only hold on to the high-end consumption of the 35-45-year-old middle class and above, but also seize the rapidly emerging young consumer groups. , that is, white-collar workers in cities under 35. '
Indeed, young people represented by the post-1980s and even the 1990s are all on the stage as 'consumers of the new generation'. They have stable incomes, are well-educated, and demonstrate their individuality. They are becoming the backbone of a new round of consumer transformation. So, how to seize this batch of young consumers? What kind of products would they prefer?
Lage Jimmy JIMMY, To make life cool!
Relevant surveys show that the new middle class’s concept of consumption has already met the unique feelings of basic material satisfaction, advancement, and self-pursuit. That is, what was bought in the past is the function, the price is to see, and now more consideration is the individuality, quality and Services. They do not blindly pursue the so-called price/performance ratio, but at the same time, they are also more rational and critical, hoping to buy good products, enjoy quality services, 'a sense of quality, respected and self-fulfilled creation' is their consumption. The original intention and purpose.
Lage Jimmy's brand-alignment is exactly the same as that of the brand: 'Create a stylish life for the urban youth', from the external cool design, to the internal leading technology, to a comfortable experience. Jimmy JIMMY is committed to creating a stylish fashion brand for young people in the city, creating a quality and attitude-oriented exquisite life.
At this branding conference, Lage Jimmy JIMMY has launched 12 hand-held vacuum cleaners (cool cleaners) and 6 hand-held vacuum cleaners (cool photo shooters). First of all, from the product's nomenclature, it is clear that 'cool' is Lakki Jimmy. JIMMY's brand connotation and essence are also strongly conveyed to young consumers, hoping to arouse the core concept of emotional resonance. Second, returning to the product itself, it also strongly supports the concept's landing, both absorbing and capturing people. The high face value of the eyeballs, the latest and most advanced hi-tech blessings, really make housework no longer a burden, but instead it becomes a very 'cool' thing.
Taking the JIMMY handheld multi-function wireless vacuum cleaner as an example, innovative use of the host handle of the 65° golden corner makes the grip easier to handle and more labor-saving, plus a handheld host weighing only 1.4 kg, compared to the same type of wireless vacuum cleaner in the market. The weight is reduced by nearly 15%. With an excellent human-machine experience, vacuuming is made easier. In addition, the core technology of the electric motor is equipped with the independent research and development by Lectra, which is currently the industry's top 100,000-rpm ultra-high speed. Brushless digital motor for more powerful suction.
JIMMY has inherited and inherited the innate advantages of 'LEXY Lake', a high-end brand, which can achieve a deep, deadly, powerful beat, allowing bed bugs to be completely removed from the locusts, and the dust is completely removed. The innovative upgrade of the brush will not only harm the bedding, but will also eliminate static electricity on the bed. Some models will also increase the hot air function at 60°C to eliminate blemishes more efficiently. Together with the ultra-wide suction port design, only 8 round trips will be required. , to complete the clean-up of 2 meters wide bed.
It can be seen that in the new product design, Lekjimi JIMMY pays more attention to detail and pays more attention to the user-friendly experience, which is more in line with the tastes of young people. It is reported that in addition to the vacuum cleaner, in addition to the machine, JIMMY will also create beauty appliances and health care in the future. The ecological chain of home appliances, including appliances, etc., provides young users with more choices for exquisite living and fashionable life. And this time-honored younger strategy of Lake Electric will certainly win a wider range for them. Market space.
