On March 27th, the commander’s brand convened a new product launch event in 2018 with the theme of “light fashion and life”. Shanghai in the early spring was very warm and the vitality of the commander made the conference atmosphere full of youthfulness. At the press conference, the general manager announced that the industry’s first light fashion appliance, L.ONE, was formally listed on Tmall. It is understood that the 'L' in this series means the leader's electrician, and 'ONE' means the first generation. The new series issued by the commander brought users a set of customized fashion appliances to use new experiences, and also filled the gaps for young groups of household appliances. This time, the commander-in-charge of home appliances on the Tmall channel has also expressed a further reshaping of the young sales model. A new chapter has been drawn up for the cooperation between the home appliance and the electricity supplier.
As the first light fashion series appliances launched after the transformation of the commander's electrical appliances, and given the name of L.ONE, all make the appliance sets extraordinary meaning. In November 2016, the commander of the electric appliance to "light fashion appliances pioneers" as a new positioning , Continue to tap the young market, and bring new and disruptive products to the users. The introduction of the L.ONE light fashion appliance is not only the result of in-depth exploration of the young market after the strategic transformation of the electric appliance, but also the industry's first light fashion. Appliances. To a certain extent, the commander-in-charge has grasped the pulse of the young market and continuously established its leading position in the market.
The general manager released a series of light fashion appliances to crack the industry young single product is not a complete set of problems
'After experiencing new home decoration, the biggest feeling is that it is really troublesome to select a single piece of household electrical appliances, and it is very easy to cause style inconsistency and affect the beauty. ' Conference site, after 90, Ms. Wang points out the current young The obstacles faced by the household appliance market: Young household appliances have a large number of items, but it is difficult to form a tie. He believes that the L.ONE, the first light fashion household appliance released by the commander, not only looks stylish, but also the overall style is quite uniform. It is fully satisfied. Her shopping needs. After learning about the various features of the product, she excitedly shared it with her friends.
The current home appliance market has been dominated by the 1980s and 1990s. The trend of personalized consumer spending has become even more apparent. Home appliance packaging has become a new consumer demand. However, due to lack of experience, many brands have only exerted power in the direction of younger single products. Unable to realize the rejuvenation of the entire product category. As the young brand of Haier's layout, the commander takes young users' preference as the core and realizes the rejuvenation of the entire category of products. Through the launch of this set of light and fashionable appliances, the market is filled for vacancies. Young users create a new fashion lifestyle.
Satisfy the individual needs of young groups
At the conference, the same style of refrigerators, air conditioners, water heaters, washing machines, kitchen appliances, refrigerators and other full range of products came together to form a simple and stylish lifestyle scene. 'Never seen such a unified style of products, And these functions are really powerful and simple!” A young white-collar worker Xiaohu told reporters at the scene that she fell in love with this product at first sight. In the experience area, she personally experienced the use of voice control to turn on the air conditioner and experience the air-conditioning blowing out. Comfortable wind. She walked in front of the L.ONE fridge, touched the frosty rounded design of the refrigerator, and operated the refrigerator. Wonderful features made her incredible.
In the bathroom scene, the commander can monitor the indoor temperature at any time and adjust the water temperature according to the current weather conditions. On the adjustment of the outlet temperature, the water heater can achieve an extreme temperature control of ±0.5°C to make the bath more comfortable.
Want to be beautiful every day, how can you reduce the need for a laundry cleaning expert washing machine? The commander of the Weizheng washing machine demonstrated on the spot how to eliminate the lipstick marks on the clothes through simple washing, the clothes are soft and smooth after washing, and the laundry process can be made fiber-grade. .
There are three characteristics of the fashion appliances introduced by the commander, namely, light visual, light operation, and light intelligence. From the visual effect point of view, the commander's home appliance set is entirely white, with smooth lines, giving the home appliances a flattened appearance. Features. On this basis, the commander adds the red lines of the Elantra to the key positions to make the products highly recognizable and to provide guidance for the user. In terms of operation, the set has a simpler and more convenient way of use. For example, air-conditioning HOME One Touch Comfort Technology, which requires only one click, allows the air conditioning to intelligently adjust the cooling and heating modes and reduce the burden on the air conditioner. The touch screen of the washing machine also has a more intuitive display mode. Satisfy the preferences of today's young generation of 'lazy cancer patients'. In addition, the commander's electrical design team has developed a smart model for young users that can be quickly connected to achieve intelligent control of home appliances, in all aspects consistent with the habits of younger groups.
Focus on young groups Leaders break down barriers online and offline
The subversive innovation from the appearance to the function of the commander-in-charge appliance is based on the understanding of young users. In recent years, the commander-in-charge electrician has performed campus activities through the cross-border Xue Zhiqian 2017 national tour and participated in the drama. A variety of forms, such as Counterattack Star Way, shorten the distance between users. At the launch of the brand launch, popular idol Sheng Yilun is performing a new series of home appliances with the role of 'You Life Experience Officer'. Experience. At the same time, the U-Life Experience Officer has joined hands with the kitchen, palm reading, chain of three major brands to open a light fashion cross-border brand alliance, is committed to bring the ultimate life experience for the user. 'Commander refrigerator one second change the smoothie', 'air conditioning Such activities as rapid change of temperature and blowing of color-changing leaves have attracted a large number of young people to come and watch. This not only allows users to understand the performance of products more deeply, but also converts celebrity fans into brand fans, further enhancing brand influence.
In addition to offline activities, the first set of young fashion appliances L.ONE in the electrical industry on Tmall channel sales, is precisely in the depth of the analysis of the current generation of consumer groups after the generation of the resulting. According to the commander of electrical staff, 2018 General Electric In the e-commerce channel, the cumulative increase of more than 310%, the official Tmall flagship official far more than 570% increase in the official flag. Electrician for the first time online sales of complete sets of fashion appliances, through this way commander of electrical communication through online and offline channels, for the user For a more convenient consumer experience. After the online store experience, you can purchase online, and enjoy delivery, install a full range of services. Based on such a community interaction model, the general electric appliance is closer to the needs of users and brings users More cutting-edge products, satisfy consumers' longing for better pursuit.
Industry experts believe that we are in the era of Toffler’s so-called “producer”. With the breaking of the role division in the industrial age and the fact that producers and consumers are in different camps, companies need to allow users to participate in R&D all the way from an open perspective. , Production, Manufacturing process. In this context, General Electric tailored a series of household electrical appliances for the young community, further consolidating the commanding position of the commander in the young market segments. The package system not only strongly promotes the industry's technological innovation, but also provides support for users' pursuit of young and fashionable life.
