Whether there will always be a group of friends who love to bake, tempting bread, cakes and other foods on Weibo, WeChat and other social platforms. Now, this phenomenon has become a popular culture. , As a born social animal, with its own social properties, let us meet the food, love baking, and share with others.
Because of this, when the 80's and 90's with the property of 'eating goods' and 'lazy man' attributes gradually build up, the family has begun to grasp the power of the kitchen. It is fun and easy to operate. Kitchen electric products that can make delicious food are sought after. According to public data It shows that the compound annual growth rate of the oven in the past two years has exceeded 30%. During the period from 2013 to 2014, Baidu’s popularity of the word “bake introductory” has rapidly increased, and the search index has increased by nearly 10 times.
Behind this data, it can be seen that the demand for baking in Japan has increased dramatically, and the baking threshold is too high. Not only is cooking technology difficult to grasp, but the opacity of the baking process has become a pain point for users. Therefore, intelligentize these two points. Upgrading, advocating 'having fun baking', innovative kitchen scene marketing, beautiful kitchen electric innovation and innovative intelligent products - FUN series oven came into being in this context.
Solve industry pain points and create a young baking ecology circle
'I recently fell in love with baked snacks. I saw online, and people on the Weibo are using ovens to make various kinds of food. It is really enviable. 'Miss Lin, a newly-married woman, is trying her best to try new things. Showed a strong interest. But she said that when you do it yourself, the effect is often unsatisfactory. 'The Internet recipes are difficult to understand and difficult to understand, the heat is often not mastered, and most of the attempts ended in failure.'
Through investigation, it was found that many users, like Ms. Lin, suffer from the common problem of “eyes high and low handedness.” After they bought the oven, they could not skillfully use it. It was easy to turn the oven into a three-minute warm-up “kitchen accessories”; at the same time, they bought ovens to do the same. There is still a pain point in baking, given that the food may be cooked until it burns, it may take only a few seconds. During this time, the user will spend a lot of effort on observing the changes in the food and adjusting the baking time. The inside of the oven cannot follow the beat all the time, so it cannot be the first time. When time knows the food condition in the oven, it is even more difficult to control the time accurately.
Therefore, when doing user pain points screening, Midea Kitchen Electric based on these cameras placed in the FUN generation oven, no matter where you are, what you are doing, just pick up the phone and you can know the status of the food in the oven, and according to the specific situation with the mobile phone Remote control. At the same time, the user can also describe the delicious production process in the camera recording mode, each time you can record a 60-minute video, support one-click sharing to the social platform, pass the baking fun.
If we say that the first generation of FUN ovens, added a camera function, as if the product has a 'eyes', the second generation is 'thinking'. Beautiful kitchen electricity through the collection, filtering a large amount of data, with the help of cloud AI image recognition algorithm , Second-generation cameras not only have the ability to observe and share, but also have image recognition capabilities. Can quickly identify 60 foods, automatically match the cooking curve, basically covers the daily diet. Undoubtedly, through the oven to create food and social circles, automatic Identification, recipe selection, self-cooking... These functions seem to go far beyond the definition of 'oven'.
As a result, Midea’s FUN II oven has gained wider recognition. This year it won the German Red Dot Design Award, representing its product has reached the international professional level design level. At the same time, it is still the latest 2018 C-BPI (Chinese brand In the authoritative release of the research results, Midea’s electric ovens topped the brand power index of this category for the third consecutive year. Behind the results, Midea’s kitchen appliances guided the strategy of “invention” for the brand, and pursued in the field of technological innovation. Social recognition and value return due.
In fact, the United States has always insisted on the comprehensive layout strategy model of proprietary patents. In all aspects, multi-product incentive product patent research and development. In September 2017, the “2017 Global Innovation Report” issued by Corey Wei'an shows that Midea has continuously In 2010, the company ranked first in the number of patents for inventions, and the number of patents for kitchen appliances ranked first. Meimei's kitchen appliances now have 7,974 patent applications, covering 503 overseas patent applications, and 3,808 authorized patents, which have become leaders in China's scientific and technological innovation. Brand.
It is with the help of patented technologies that in the process of conquering the pain point of the industry, Midea’s kitchen appliances were constructed from the selection, purchase, and baking of raw materials, to the complete baking ecological service system using oven cleaning, and using APP to interconnect The way, a key operation, provides consumers with a complete set of one-stop smart baking solutions.
Product scene innovation, opening a new chapter in kitchen electric marketing
Functional innovation from practical technologies can foresee the future focus on health, food life experience, and more and more customizable smart kitchen appliances can actually hit users' pain points and realize innovative product with multi-product linkage. It will become a strong outlet for market outlook kitchen electricity marketing.
O2O's scene-experiential marketing has always been regarded as the main direction of the kitchen power market in the United States. Prior to this, at the CIKB Exhibition in Shanghai (China International Kitchen Expo), Midea Kitchen Appliances held a conference on “New Language for Cooking and Cooking” to create Create a new circle of cooking, team up with Tmall, vcook food training agencies, ingredients suppliers, etc. to ensure that the entire culinary chain is truly healthy and complete; and try new marketing channels and marketing models, through radio, food shows, and beanfruit social APP converges and influences circle audiences. In conjunction with the offline experience hall, it spreads new culinary ideas to the public and explores the meaning of food and kitchen for life. Since March of this year, the hit idol food network has become “The Taste of Heart”. In Kitchen Language, Midea's kitchen appliances are the exclusive title, but also the kitchen language is moved to the show site. All of the star's gourmet cooking is easily done in the kitchen language.
At the same time, Midea Kitchen Power also created the kitchen language Lab at the China Household Electrical Appliances and Consumer Electronics Show (AWE) in March of this year, presenting it as an entity for the 'future kitchen' with the 'four new inventions'. ——Steam hood with self-washing, Chinese-style dishwasher with easy use, Intelligent voice microwave oven with obedience, Fun II oven with self-cooking, Experiencing user experience to the fullest, Showcasing the charm of technology and culture The latest invention results of Midea kitchen appliances.
Therefore, it can be considered that the FUN oven, one of the four inventions in the kitchen of the United States, is just a microcosm of its scene marketing and social interactive product properties. From this, it can be seen that the product features delivered through the oven have their own social attributes. Reflects a distinctive network of strategic features.
After the kitchen power of the United States strives to create a more beautiful and intelligent life experience for consumers, whether it is its traditional household appliances or small kitchen appliances, even if it is only a small oven, it can rely on camera records, mobile phone APP, image AI recognition. The Internet interface of technology and other technologies realizes interconnection with users and creates a complete platform for smart home life. In this sense, ovens, hoods, microwave ovens, and dishwashers are used to emphasize intelligent interaction. Scenario-style innovative products, which go out of the "invention" as the leading kitchen and electricity marketing path, but also for many kitchen and electricity companies to provide more models for learning to explore.
In the future, the potential for smart kitchen appliances will be huge, and tie-in, smart, and high-end kitchen solutions will become the trend of the industry. It is reported that at 2018, Midea’s kitchen appliances will continue to be used to build thousands of kitchen language experience stores to narrow the distance between users. , To achieve more temperature, content, valuable precision marketing.
In the US's innovative concept and future strategic system, it undoubtedly reveals its firm belief and solid ability for the development of future kitchens. It aims to create more new products with smart technology through continuous innovation and technological investment. Its layout It is not just a market, but the construction of a new ecology in China's kitchen. It seeks to give the Chinese kitchen more life.
