Recently, the major video sites continued to swashbuckling, a gas water heater 'buzz poisoning' experimental video of the WeChat circle of friends was strongly placed, not only in the form of posters to enter the off-line key stores, the video 'deity' is more than 100,000 in the store. On the screen at the same time, a huge gravitational field has formed in just 1 month, becoming the strongest screen tyrant in the home appliance industry in April. At present, the 'beef poisoning' incident continues to ferment, bringing in the gas water heater industry. A 'security' positive energy word of mouth passed.
The nature of this incident, the author seems to be precisely due to Casa Di devoted to eliminate the industry's one hundred years of safety hazards - carbon monoxide's perseverance and ingenuity. Casa Di simulation of gas water heater use two pieces of beef scene, allowing users to intuitively see 'Beef The subtle changes after poisoning showed the industry's first self-cleaning technology to take the initiative to eliminate carbon monoxide and truly redefine security gas water heater 'good products' in the minds of consumers.
Start user pain points: Carbon monoxide is the industry's "heart disease"
If the essence of the product is to meet and release human nature and its needs, then the 'root' of the product is the consumer, and they are the source of the product and the spread. 'Beef poisoning' Why does experimental short video burst into the red network?
In the video, the experimenter opened the CH series of Casa Di gas water heaters and the exhaust gas of a certain brand of water heater into two sealed boxes containing fresh beef. The box also contained a carbon monoxide alarm device. Within a few seconds, the former box The value of carbon monoxide in the system is always maintained in single digits, and the latter is instantaneously up to 500+ppm, which is followed by an alarm. After 1 minute, the crew shut down the two water heaters at the same time. After standing for 8 hours, the two pieces of beef are in color. There are significant differences: The beef in the Casa di water heater exhaust box is the same color as the beef placed in the air, is dark red, and the alarm value is always below 5ppm; the beef in the other exhaust box is abnormal The bright red, the alarm value is always in the pop table state.
This shocking video reflects the safety hazard of gas water heaters as a national super pain point. The carbon monoxide problem touches the most essential consumer demand for product safety. It is the 'heart disease' that the industry cannot cure for centuries. Natural gas is not sufficient When it burns, carbon monoxide is produced. When carbon monoxide accumulates to a certain concentration, it will cause irreversible damage to the human body.
Previously, it was reported that 48.7% of China's poisoning accidents were carbon monoxide poisoning. The number of deaths due to carbon monoxide poisoning each year tops the list of all kinds of poisoning deaths. Among them, excessive use of carbon monoxide during the use of gas water heaters is the main reason. How to prevent excessive carbon monoxide in kitchen space The threat to the human body has always been an important issue for gas companies to constantly try hard and hope to solve.
Although major home appliances companies continue to innovate in the safety technology of gas water heaters, they have experienced stages such as direct discharge, strong exhaust, oxyfuel combustion, and alarms. However, they cannot eradicate carbon monoxide. At present, in response to carbon monoxide, the industry presents two major Technical upgrade path: Raising emission rates and adding alarm equipment. How can we completely eradicate the potential safety hazards? Casa Dee is unique and pioneered the idea that 'gas water heaters will produce carbon monoxide, if we can produce carbon monoxide would be safer' new ideas, start research and development Control the production of carbon monoxide from its roots and continuously innovate and improve it.
Strong user interaction: Realize closed loop of reputation from online to offline
Different from the traditional marketing model, Casa Di uses user recognition as the primary goal of product and brand communication, starts with user word-of-mouth, deeply grasps user habits and needs, and communicates with users through word of mouth stories through frequent user interactions. The high-quality experience quickly formed the user's spontaneous word-of-mouth communication, and formed a word-of-mouth closed loop through online and offline channels.
With the highly developed Internet, the Internet is obviously the first choice for closed-loop communication. Casati presents the beef poisoning experiment video to users in the most popular short video mode. It captures the video content and the most intuitive display of users' pain points. The approach will quickly arouse widespread consumer attention. Especially in the era of media, short video, and mobile Internet, spontaneous secondary dissemination is more likely to occur. Visitors are gradually turning into potential consumers in the process of subtle online transmission.
How to convert potential consumers into buyers? Landing terminals! Beef Poisoning Posters and videos go into the store, introducing topics into the terminal for product sales, and narrowing the distance with users. This form of communication bid farewell to the past one-to-many The infusion of product features not only enhances the visibility of the content, but also mobilizes the user’s initiative, allowing users to intuitively experience the functionality and value of the product. This is especially true when short videos such as vibrato become popular social tools , This popular science of beef poisoning is more likely to form a user's spontaneous word-of-mouth communication, thus effectively increasing the product purchase rate and repurchase rate.
In this closed-mouth mode of word of mouth, more and more users choose Casa di water heaters, including many elites from all walks of life. On May 5, Casa di water heater ushered in a special user - Guinness World Record holder, famous high-altitude prince, country-level actor Adil G. Wushul. In the Urumqi Mercure 328 store, Adi Li family unanimously chose the Casa Di gas water heater CT1 series. As the 'Davao' movement Successors, Adi Li needs to maintain a good physical condition before each high-intensity training. In particular, before a major competition, a cold with fever is unfavorable to the competition. Therefore, the bathing becomes more important. Casa Di Gas Water Heater Safety 0 Hidden Troubles , The constant temperature 0 fluctuation function brings an excellent user experience, but also allows the world record holder to comfortably respond to each challenge. The reason why the hostess voted for Casa Di water heater is not only its security technology. The protection of family members, especially children, has its artistic design. There is a family life, art and taste, it is Casa di water heater' international high-end water experts The true meaning of '.
Technology Realizes Dream: Original Technology Redefines Security Heat
Original technology was the 'protagonist' of this communication event. In the face of carbon monoxide security risks, Casa Di chose technology to tackle tough problems, starting with the initiative to eliminate carbon monoxide, and introducing MIT, BASF, CSIC 718 and other 10 international companies. First-rate resources, set up a special team of 45 people, lasted 3 years, discussed 308 technical solutions, after more than 1,200 technical verifications, the world’s first gas water heater series that can actively eliminate carbon monoxide – the legendary series gorgeous debut, and the technology was named For 'self-cleaning technology'.
Innovative 'self-cleaning' technology's 'newness' lies in the successful civilian use of high-end aerospace application technology. The world's first initiative to eliminate carbon monoxide modules - in simple terms, platinum and palladium nanoparticles provide a reaction site for the absorption of oxygen and carbon monoxide, and Let them react to form carbon dioxide and then discharge them. At the same time, through the honeycomb carrier design, the power level expands the catalytic area, and the honeycomb structure is covered with nanoparticles. The entire module has a catalytic area of 150,000 square meters, equivalent to 21 The size of the football field can provide a sufficient reaction space, eventually reducing the concentration of carbon monoxide in the combustion exhaust gas to 10 PPM, realizing a true safety hazard, ending the industry's century-old safety problem.
It can be said that the 'bovine poisoning' incident and its manifestation of original high-tech are exactly the whole society's 'decade parade' for the elimination of the carbon monoxide revolution in Casa Di. This video effectively presents the Casa Di gas water heater innovation self-cleaning technology The power lies in the intuitive interpretation of what is a real security burning good product.
Conclusion:
From the washing machine inverting the champagne tower, to the air conditioning blowing feathers, and then to today's water heater 'bovine poisoning' spread events, Casa Imperial has always insight into the user's appeal, with a sincere attitude and original technology to create a healthy and comfortable life for the user. A series of word of mouth Behind marketing communication, it is the simplest and simplest method used by Casa Dee. With the sincerity and the mind, the complicated high-techization is simplified, and the experiential interaction narrows the distance between the users and forms a good user perception. Consumers' minds redefine the purchase criteria for security gas water heaters' good products'.
The author believes that 'beef poisoning' is a public relations event that is no longer a traditional sense of publicity, but is a subversive innovation in the product and communication model of the 'bull poisoning'. At the same time, products and new modes of communication that highly satisfy the needs of users It also highlights the strong trust of users and the strong technical R&D capabilities of the tens of millions of families behind Casa Di. Inspired by the 'one-man-one-in-one' model, Casa Di has already consolidated its position as an international high-end water expert. Will continue to promote the industry upgrade.