On March 31st, the “Impressive Taste” of the nation’s large-scale idol food show, which was broadcast on the exclusive title of Kitchen Power of the United States, was launched on iQIYI. With the broadcast of the program, topics such as celebrity, food and confession were broadcast. Initiated the hot discussion of the netizen. As the program's exclusive title dealer, Midea's kitchen appliances changed the conventional implanting practices and allowed the product experience to be integrated into the program content, achieving a seamless link between the product and the brand and the variety show.

Since the “China on Tongue” 2012 broadcast, there have been an endless variety of food-related variety shows, such as “Twelve Taste”, “Chinese Restaurant”, “Aspiration for Life” and many other programs. In addition, with the rise of online video, Gourmet Variety has become a weapon for online video to open the variety market. So, “Please Fridge,” “Hello, Sister,” “The Temptation of Dinner” and other multi-category food-based online variety shows. Have entered the public's vision.

The Launching Ceremony of Heart Flavor and Kitchen Language

Although there are so many programs related to food themes, the enthusiasm of viewers for such programs is undiminished. This is probably because the food programs can stimulate the brain's pleasure zone, bringing peace and satisfaction to people. Most of the time Next, people choose to watch a food show not because of its practicality but because of its healing effect.

U.S. kitchen appliances help create a new program

Despite the popularity of food programs, if you simply display the food or food production process, it will inevitably reduce the audience's expectations and freshness. How to innovate becomes a difficult issue for the producers and sponsors of the show.

Different from other food networks, they have traditionally promoted food and live cooking styles. The “Sounds of Hearts and Cuisine” program has specially set up the “Cardinal Confessions Program” in this program, by SWIN Zhao Pinlin, Liu Ye, and SNH48 members. Sun Hao, Yi Haimeng's students Cai Haipeng, He Yicheng, and Zheng Zelin's six idol artists have been transformed into 'The Heart Wishing Officer'. He completed the food production in the kitchen cooking experience built by the United States and helped Afghan complete the confession plan.

The show assembled six 90-post flow artists

The 'combination of stars' model not only narrows the distance between stars and awesome people, but also makes the show more interesting. In this part of the 'cardiac confession plan', the star became a 'servant', and the amateur was 'being The service provider's new interactive form has made the show more interesting, and it has collided with new sparks.

Seamlessly link brand and variety, and impress young consumers with product experience

In addition to breaking through the regular program settings, the other big secret to the success of Heart Flavors and Kitchen Language lies in content settings that are closer to the lifestyle of young people.

In traditional food programs, cooking techniques, processes, and ingredients are the absolute protagonists. The “Spiritual Taste” is an online variety show. Its audience is a bunch of young people. These young people adore the A simple and fun life, the more superb culinary skills will make them feel unrealistic, but on the contrary, foods that do not require any cooking skills will appeal to them. To make the show closer to the heart of the young audience , All the food productions in the "Sounds of Hearts and Cooking" program are done independently by niche florets without life experience. The whole cooking process does not have any fancy skills. Only a few good tools are needed.

SWIN lead singer Zhao Pinlin is recording a show

And this useful tool is the whole set of smart kitchen appliances provided by Midea Kitchen Power. For example, it has a center temperature control probe to precisely control the temperature, and it can easily cook a delicious, professional-looking embedded oven; it can be degreased by steaming at 300 degrees. Salt reduction and other technologies for the user to steam out the nutrition and health beauty of the Steam Cube; with AI image recognition capabilities, built-in high-temperature temperature camera, easy fun gourmet cooking FUN II generation oven and so on.

Compared with the skillful cooking techniques, the smart kitchen products of the United States can make contemporary consumers feel more relaxed and fun. Cooking skills take time to accumulate, but smart kitchen products can help not do it. The celebrity and young people of rice can easily cook their food. The use of technology tools tends to make younger audiences more likely to resonate than experience.

This kind of implanting method also successfully avoided the rigid insertion of the product. The intelligentization gave the vitality of the kitchen electric products of the United States. The vitality products interacted with the stars, fully demonstrated the characteristics of the products, and used the most features of the products. The pattern of transformation was presented to achieve a good publicity effect. At the same time, it added a new bright spot for the program.

With the textbook variety of entertainment implanted in the market, the U.S. kitchen appliance entertainment market has played a new height

The so-called entertainment marketing is to use the elements or forms of entertainment to connect products with customers' emotions so as to achieve the purpose of establishing loyal customers and disseminating brands. From the analysis of entertainment marketing principles, the essence of entertainment marketing is a perceptual marketing. As a kind of perceptual marketing, entertainment marketing does not focus on rationally pushing brand information to consumers, but instead allows consumers to 'subtly' accept brand information and approve brands through perceptual resonance.

SNH48 member Sun Yi is at the show site

From this point of view, Midea’s kitchen appliances are now titled “The Taste of Heart, Cooking” and the kitchen will be moved to the show site. From the ultimate experience of scenes and smart kitchen appliances, the star will personally use it. The product experience allows consumers to experience the performance of beautiful kitchen electric products. Then they have an interest in the products and lead to offline purchase behavior. This is a textbook-style variety show, and the entertainment marketing has taken a new height.