On March 29th, the world-famous Guangzhou Tower. The Black & White Kitchen Brand Strategy Conference was held here.

This is an unprecedented conference with unprecedented scale and specifications in the history of Black & Decker. It is also the first time in the development history of Black & Decker that this high-profile appearance has been made to the outside world. Pan Dezhi, general manager of Black & Decker kitchen, announced the development of Black & Decker brand to all participants in the audience. The new strategic direction - to create a 'global professional kitchen' brand, put forward a new brand proposition - 'choice of 126 countries', which opened a new chapter in the development of Black & Decker.

It is worth mentioning that, as the spokesperson for the image of the brand, the international star Fan Bingbing dressed up to make it even more visible.

The Black & Decker conference site

Breaking the title 'Global Professional Kitchen' brand, Black & Decker stepped into a new era

For the Black & Decker kitchen and kitchen, after 28 years of development, Black & Decker not only established a professional kitchen and bathroom brand image in China, but also won 126 countries worldwide through its own professional and technical strength. Consumer recognition in the region. This is where B&G dares to put forward the groundwork for creating a global professional kitchen. It is also the key to Black's strategy.

It is well known that the internal and external environments of the household appliances industry in the kitchen and toilet industry and even in China have undergone tremendous changes in recent years:

On the one hand, as far as the consumption environment is concerned, the middle class in the domestic market is on the stage, and the new middle class composed of 400 million people has the imperative to improve the quality of life, especially after the 85s and 90s. This demand is more pressing and real. Coupled with the acceleration of the country’s urbanization construction, the kitchen and toilet industry will usher in unprecedented opportunities for development.

On the other hand, as far as the industry is concerned, on a global scale, the home appliance industry, as an important force in China's manufacturing, occupies more than 50% of the global market share. Especially in the kitchen and power industry, through the survival of the fittest in recent years, the Chinese kitchen The electric industry group has taken a new step both in quality and brand level.

The new tobacco stoves displayed by Biohit

Just as Pan Yuzhi, general manager of Black & Decker kitchens, said, 'This big trend is a challenge for Blackmer, but it is also a bigger opportunity. Black & Decker will create a 'global professional kitchen' as its own The strategic goal is to seize the opportunity given by the times. '

At the press conference, Black & Decker launched a brand new LOGO, announcing that Fan Bingbing, who has signed an international influence, was the spokesperson for the Black & White brand image. This is to expand the vision of development to a global level and establish a global brand image of BlackRock.

This time, Black & Decker raised the brand strategy upgrade, which is a profound professional accumulation and a large amount of user word-of-mouth. Above this conference, the new products of Black & Decker made a debut, which triggered the audience's warm attention and demonstrated once again. Decker's professional strength and high popularity.

Continuously consolidate product strength and lay 'Global Professional Kitchen Brand' status

A new generation of stealth smart smoke machine Phantom T768 and a new generation of high-efficiency gas stoves Qiao Hao Q988, is the first time for Black & Decker to come up with everyone to meet the work.

This new generation of stealth smart cigarette phantom T768, has 15 national patents, iWave gesture smart, iClean smart clean, and unique widescreen light and magnetic suction cup four product characteristics, more starry sky and black Two kinds of colored gold are available for consumers to choose. The new generation of high-efficiency gas-fired cookers Q88, in addition to patented vortex-fired combustion technology, also has a powerful rotary ladder fire, thermal efficiency of up to 67%, superior to the industry level Energy efficiency, conform to the concept of environmental protection and energy saving in the new era, is the best choice for the modern family crowd.

It is particularly worth mentioning that when these two products were opened, they even caused a small 'riots' at the venue. Many participants immediately got up from their seats to compete for a product. After the conference, the participants The members of the club are still lingering in the new area.

Fan Bingbing, a spokesperson for the Black & White brand image, attended

In fact, with 28 years of research and development accumulation, Blackkn has formed its own set of systems. How to find consumer pain points, how to start solutions from pain points, how to apply to design R&D, how to mass-produce, and even how to These products from consumer pain points have caused explosions. Black & Decker has already settled down on a set of rigorous and scientific procedures. Taking the storm heroes launched in 2017 as an example, this machine has not yet been marketed, and only 35,000 sets are scheduled. .

In an interview with the reporter, Black East’s domestic division, Zhou Dongbin, stated that 'user needs are always the research and development direction of Blackknit', 'professional technical capabilities to solve the pain points of demand, which is the driving force behind Black & Decker's R&D efforts. However, when the background color of the brand.

It is precisely because of the persistence of professionalism in the past 28 years that B&D has achieved its success today, and has laid a solid foundation for the brand positioning of Black & Decker's global professional kitchen and kitchen.

Remodeling delivery power for the 'global professional kitchen brand'

The tremendous historical opportunity and its own strong product force are the two ends of Blacktech's creation of a global professional kitchen brand. How to make more consumers know Black & Decker, love Decade, and how to make it easier for consumers The products and services obtained actually include two propositions of brand promotion and channel construction. The former is to convey the brand image, and the latter is to transport products and services.

When Cai Chaoyang, Brandl's kitchen planning department, previously accepted an interview with Aiken Power Grid, it summarized the brand promotion plans of Baide in recent years:

The year 2016 is the year of the brand operation of Black & Decker. 'High-end is not expensive' becomes the brand appeal of Black & Decker. This year, Black & Decker completed the first phase of reshaping the corporate and brand image, adjusted product design, corporate VI image, Terminal store design, CCTV advertising, network promotion, marketing promotion strategies, etc. are all rolled out.

2017 is the first year of the overall promotion of Black & Decker brand, from print advertising to outdoor advertising to television and online advertising, from the simplest community single page to CCTV advertising valued by distributors in the kitchen industry, a three-dimensional, all-round The resource launch plan has been launched, allowing more consumers to know about the Black & White brand, knowing that Black & Decker is a 'high-end, not expensive' brand, which in turn endorses the majority of distributors and gives the broader consumer who has purchased Black & Decker. Endorsed and provoked word-of-mouth and chain reactions.

In 2018, it was a year that the Black & Decker brand achieved a big leap forward. 'The theme of Lingyue's Peak, the World's Blackjack' is on the one hand to show that Black & Decker had made great achievements in the past. On the other hand, “Declaration of Biodeal's determination to operate the brand in the global kitchen and toilet market with global vision and thinking.” Cai Chaoyang emphasized that 'Betah brand has been welcomed by consumers in 126 countries and regions around the world. We are confident that this group will be represented. Expand again'.

In Cai Chaoyang’s view, Fan Bingbing, who has had an international influence with Black & Decker this time, is both the beginning of Blacktech’s global brand of professional kitchen and kitchen and the firm belief of the Black & Decker team in building this goal:

First of all, from the perspective of Fan Bing Bing and Black & Decker brand fit, Fan Bingbing’s professional and international image is very much in line with Black & New’s brand positioning. The combination of the two will help to further enhance the professionalism of Black & Decker in the eyes of consumers. International Fan's image recognition.

Secondly, Fan Bingbing has a very high reputation among the urban middle-class consumer groups. Such high-profileness helps to quickly increase the brand awareness of Black & Decker, which will help Blackmore further occupy more market share.

Thirdly, from Fan Bingbing’s fan appeals and the spread of topics, Fan Bingbing, as a currently popular actress, has long dominated the entertainment section, and with the help of the star’s high exposure, it can help increase the exposure and activation of the brand. Fans.

Fourth, Black & Decker hopes to use the new brand spokesperson to convey the determination and vigour of the Black & Decker brand promotion to all the Black & Decker teams. - Black & Decker has the ability to select top stars and also has the ability to build top brands.

If the use of brand image spokespersons and the promotion of all contemporary communication channels is the transmission of the brand image of Black & Decker, then the combing and promotion of channels is one of the core tasks of Black & Decker in order to increase the level of product delivery.

In an interview, Black East’s domestic business unit, Zhou Dongbin, said that in the new year, Black & Decker will continue to adopt the strategy of 'Cheng Chengwan Shop' to break through the market. There are more than 1,000 franchise stores and more than 5,000 township sales outlets in the country. Based on that, we will continue to infiltrate vertically and horizontally. For consumers, we will be able to enjoy Black & Decker services more quickly and conveniently. For dealers who are in the period of intense industry consolidation, they will expand their business scale and improve their operating standards. The opportunity.

Under the guidance of the strategic goal of 'Global Professional Kitchen Brand', Broadway will expand its channels in various ways, not only to break down the existing ideas under the online and offline lines, but also to break the domestic and foreign mentality restrictions. The vision is to re-combine and enhance the team to further focus on the target group.

Lu Chulu, the chief brand officer of the group's head office, was invited to make it clear that, as a sub-brand of the group, Black & Decker will firmly grasp the urban middle-class consumer groups with its independent product line and independent brand image, and will play a role in achieving the Group's strategic goals. Play a decisive role.