A few days ago, at the annual AWE 2018 (China Household Electrical Appliances and Consumer Electronics Fair), the kitchen electric brand Vantage had a hard time.
Firstly, we moved up to a more than 12-meter-long white skull-shaped building, “Open the Brain Cave”, and held a “More Than Gourmet” conference in the brand art space known as the “Wisdom Brain” to promote its concept of a smart kitchen. Then at the AWE spring new product launch conference 'show muscle', hand in hand to design ghosts Hu Sheguang and product image spokesperson Lin update, heavy launch of three hard new products - B868BX gas stove, J663AHE and J662AHE series hood.
It is precisely because of this ingenious gameplay that the concept of the “post-industrial age of the kitchen” promoted by Vantage is gradually clear.
Vice President of Vantage Co., Ltd. Han Wei
The essence of the 'post-industrial kitchen era' is a desirable lifestyle
According to Han Wei, vice president of Vantage Co., Ltd., 'Kitchen Post-industrial Age' is an extension and interpretation of Vantage's 'Smart Life' brand concept. It is a step-by-step approach to artificial intelligence strategy and fashion strategy. It includes industrial design, intelligence, The meaning of the three different dimensions of the solution and the premium service shows the new lifestyle that Vantage has been exploring, combining intelligence and fashion.
In 2017, Vantage upgraded its brand strategy. The brand slogan was 'Wisdom' +, More Loves Home 'Adjusted to 'Wisdom +, Fashion Home', thus raising the emphasis on technology and scene experience to the height of the overall lifestyle. In response, Han Wei said that at present, the main consumer groups in the market have begun to shift to the post-85s, the post-90s and the post-00s. How to make the brand revitalize and rejuvenate, and to be closer to the needs of young people is something that every kitchen and electric company thinks, and it is the first step for Vantage to take the initiative to pursue the individuality. .
Vantage's exhibition at AWE shows 'heavy industry style'
Therefore, we have seen the continuous cross-border innovation of Vantage in the transition to high-end smart kitchen appliances in the past two years, through comprehensive entertainment, fashion, Internet, film and television, games, and cuisine. Objectively understand the user's preferences and pursuit of fashion, and constantly explore new images that are closer to consumers and closer to the times. Han Wei frankly stated: 'The current logic of Vantage is to embrace all good things, and things that represent future development trends. , Vantage will play bigger in the future, and play better. '
The users targeted by Vantage are not a fixed consumer group. Instead, they are dynamic and represent a class that most people are longing for. Therefore, this requires our brand to continue to gain recognition and appreciation from such groups. ' Han Wei continued.
The concept of 'Kitchen's post-industrial era' was fully integrated into kitchen appliances represented by smoke stoves
Specifically, Vantage needs to use kitchen appliances represented by Yanzha as a carrier, and to innovate and change with the times to demonstrate the exquisite, quality lifestyle that users are pursuing. In fact, this It will also be the core and most direct competitiveness of Vantage in the race to compete in the high-end kitchen appliance market and strive to be a leader in the global high-end kitchen space.
The first is industrial design leading aesthetics.
During AWE, Vantage's 'Wisdom Brain' brand art space broke the circle of friends
In fact, it is well understood that after all, in this age of “value is justice”, kitchen appliances as durable consumer goods need to have a superior shape design to capture people’s hearts. In view of this, Vantage is based on the consumer's quality of life. Pursue direction, fully integrate fashion insight into product design.
Taking the new B868BX gas stove, J663AHE and J662AHE series hoods introduced at this spring new product launch as an example, its overall design style is very hard and full of strong industrial style. This is because Vantage has passed a lot of The research found that 'the beauty of industry' is the most cutting-edge kitchen electric fashion trend, but it is certain that Vantage will never be limited to a certain style, but will also use more expression techniques to satisfy different consumers. Personal needs.
“The fashion that Vantage thinks is that every era has different popular elements. It is not limited by specific styles. Whether it is fresh and hard-core, or other styles, it is just one aspect of fashion, and it is all about consumer life. Insight and interpretation. True fashion, there will be many expressions. ' Han Wei further explained.
The second is to achieve a good user experience through smart solutions.
At present, under the dual effects of consumer upgrades and technological development, the entire home appliance market is setting off a wave of smart waves. In the area of kitchen appliances, Vantage has a relatively transparent understanding of intelligence, and the product is still on the ground. On the same to do the industry leader.
Since Vantage's transformation into high-end smart kitchen appliances in 2015, intelligence has been promoted to the height of brand strategy. In terms of products, Vantage advocates people-oriented 'white technology'. First of all, it refuses to follow the trend, no actual 'black technology' concept. Secondly, we must be close to the real needs of the scene, and human-oriented product design and technological innovation. We have successively introduced 'Magic Mirror' series range hoods that can perform automatic safety monitoring and intelligent fire control of the 'Magic Disk' stove, 'Magic Mirror' V2 hood, 'Magic Disk' suspension gas stove, 'magic box' steaming and baking machine, 'three-body' healthy dishwasher, TA2 full-time thermostat without cold water gas water heater and a series of smart kitchen electric products.
With the further establishment of the slogan of Vantage's “Smart+, Fashion Home” brand, Vantage has resolutely upgraded its intelligent strategy, transforming it from smart to wisdom, and gradually integrating voiceprint recognition technology through innovative integration of more technical means. Recognition technology, smart storage technology, cloud data technology, robotics technology, applied to artificial intelligence platform, create stronger interaction for users, more subdivided functions, and use more pleasing kitchen wisdom experience.
This time, Vantage's concept of the “knowledge kitchen” that was built on AWE2018 broke the traditional definition of kitchen functions. It was Vantage’s bold attempt on 'smart applications' that used the voice function of the hood to purchase and Users who use the Vantage mirror V2 hood push a book audio recommended by professionals from all walks of life and recorded in person every day, allowing consumers to have a double harvest of material and spiritual food in the kitchen.
Han Wei said: 'When users are pursuing trend dress up and smart kitchen and electric appliances, the core is to express a more refined attitude towards life. Vantage launched 'knowledge kitchen' in the hope of being able to make home cooking simple. The demand for rigid living has changed to life requirements and attitudes that better meet the requirements of the times, thus positioning the kitchen room as the center of creativity for Chinese families where family members can trigger inspiration, produce fun, promote sharing, and experience the process of creation and harvest.
Vantage brand image spokesperson Lin updated the scene to help out
Third, solve the pain points of users through services, and then increase brand value.
In the face of an increasingly intelligent and technological era, in addition to creating more advanced performance, stylish design, and convenient operation of kitchen appliances, services are also an important part of enhancing user word-of-mouth and brand value. In this regard, Vantage This is the first kitchen appliance brand that incorporates customer service into corporate strategy.
According to reports, Vantage launched the independently operated service brand 'Vdo', and hopes to make the Vantage Smart Kitchen a content service platform. In addition to providing durable products to consumers, it also enhances product intelligence and consumption. The goal is to provide quality service in the kitchen. At Vantage, every smart upgrade of the kitchen appliance will receive one-on-one follow-up and maintenance. In the professional after-sales section, Vantage also maintains 24 hours. Intensive communication with users all over the world, and the closer relationship between kitchen appliances and users. Let consumers choose Vantage, not a consumer, but the companionship of 'lifetime'.
In this regard, Han Wei believes that the service in the post-industrial era of the kitchen is not merely a passive service centered around a single product, but rather a brand-name vendor based on the user's full range of active services after the purchase and use of kitchen electric products. Relying on intelligent technology, the kitchen is turned into a wise whole, and each kitchen object is closely linked with each other through intelligent technologies. In this way, brand owners can perceive their needs in the interaction with users. Solve their pain points, and constantly improve their sense of identity and dependence on the brand.
It is foreseeable that under the development of smart technology and blessings, the development of high-end kitchen and electricity market is in the ascendant, and the ensuing competition will inevitably become fiercer. For Vantage, who is to create a 'global high-end quality kitchen space leader' Only by continuous innovation can we redefine brand value. Only focusing on user needs and focusing technology on user life can we create the best kitchen experience.
