'As long as 999, straight down 1000 yuan', red-colored yellow word leaflets, this old-fashioned hard publicity, has long been no longer popular. Many home appliance companies began to try to have content, there is tone of 'soft marketing', but marketing There is also a need for big data guidelines on the transition.
Recently, Alibaba’s mother, Alibaba Group’s digital marketing center, released “Exploration of Consumer Experience and Marketing Revelation of Hard Technology and Soft Marketing Appliances in the Era of Experience Economy” to comprehensively integrate consumer data from Alibaba's data platform to the home appliance industry. The soft marketing gives a systematic, informative reference.
Five major consumer trends Adapt to the new era context
This report analyzes the three major first-class categories of consumer electronics, lifestyle appliances and kitchen appliances in the Ali Group's e-commerce platform. Consumers' consumption behavior during the period from 2015 to 2018 has a sample size of over 10 million. Current home appliance consumption mainly presents five major trends.
Traditional home appliances that satisfy the lazy and efficient lifestyle, orders have grown dramatically
First of all, more and more consumers are gradually accepting the 'cost and time' lifestyle, creating a 'efficient' and 'lazy' life. Dishwasher, independent dryer, washing and drying machine, disposable air conditioning This is reflected in the high growth of orders for other categories of products. Companies with keen sense of smell are also taking the lead and taking dryers as an example. In the first half of this year, Little Swan's 15-minute steam-free ironing dryer was equipped with silk. The Haier fiber dryers, Hisense master dryers and other new products have been released.
Little Swan '15 minutes steam-free ironing' dryer
Secondly, smart home appliances and the Internet of Things (IoT) have catered to consumers' externalization of their own 'geek' attributes and the emotional appeal of chasing new tides of life attitudes. Traditional home appliances with WI-FI remote control function have received a rapid increase in orders. Growth, data show that WI-FI remote-controlled refrigerator, an average annual increase of more than 9 times.
The traditional household appliances category that meets users' demands for “Louis Green” and health upgrades also saw rapid growth in orders. Remarkably, the volume of orders for fresh air systems has grown at an average annual rate of 74%, and mildew-removing air-conditioners have remained close to 3 per year. The growth rate of the multiplier, in addition to the increase of 76% in the past two years.
The category of home appliances that cater to the health promotion trend has grown significantly
In this context, in recent years, Konka White Power has been promoting the concept of 'H+ healthy life' as its core, introducing kmini series washing machines and cloud ion series healthy refrigerators. Jinghong refrigerators are launched this year with three new meat preservation 'black technology' products. The preservation of meat is more durable, more nutritious, and it fits this trend.
Konka kmini maternal and child, underwear exclusive washing machine new products
With Yan Dog, the single Wang team has grown stronger, and household appliances have also whipped up 'single wind'. High-value home appliances are favored. In the past two years, the average annual increase in orders for portable washing machines was 201%. One person used a juicer, and one person With an egg cooker, one person used a health pot to achieve orders doubled year after year. Embedded ovens, embedded microwave ovens, integrated stoves and other equipment, orders almost double year after year.
4 Marketing Strategies Boost Marketing Practices
After gaining insights into the consumer's consumption trends, Ali's mother came up with four major soft marketing directions: the right situation, the right person, the right time, and the right position.
Healthy crowd portrait
The so-called “right-of-sight” situation, the right-looking people, and the “circle marketing” in the industry are similar to each other. Combining the five major consumer trends that have been summarized previously, the report summarizes the portraits of 5 consumer groups, namely, lazy crowds, smart crowds, and health. Crowd, Yan value population, alone music crowd. For these five large groups, the report suggests that household electrical appliance companies can refine the product selling point and promote the marketing theme to 'efficiency', 'technology', 'relief' and 'high-grace'. "Keep alone, but not alone" and other key value points closer. After determining the crowd, the value point, the enterprise also needs to combine marketing opportunities in the marketing practice to select the appropriate marketing position.
Appliance crowd content preference
Looking at the cases in recent years, in fact, many head companies have already had a good grasp of the above marketing strategy. If sponsoring marathons, it is precisely capturing more and more urban middle-class household users for fresh food, pure drinking water. , Clean clothing, Fresh air health upgrade appeal. Midea refrigerator launched kitchen-inset refrigerator, washing machine company's proposed 'washing bake 60 minutes' feature selling point, respectively, points to the value of the crowd and the lazy group of people against 'Gaoyan', The urgent need for 'efficiency'.
Casa Di steals 'Vibration Jiangbei' National Fitness Pride
Haier Wisdom Family 'to steal the spotlight' Last year's "My first half" of the fire, Midea Air-Conditioner launched a non-wind-sensing air-conditioned gaming goddess college contest, US-based kitchen appliances this year titled the national large-scale idol interactive food show "the taste of the heart," Oaks participated in the 14th MAHB Annual Grand Ceremony last year to help organize the public charity launch conference...Content preferences centering on different groups of people, with film/variety/information content as marketing positions, soft insertion in the presentation of content. ', brand exposure, planting grass in the invisible, are all done in 'right time', right in the 'bit''. It is foreseeable that these marketing strategies will be adopted by more brands.
U.S. kitchen electric exclusive title "heart flavor"
E-commerce has already become one of the mainstream channels of the household appliance industry, and the user population it attracts is also younger, which means that the user data and e-commerce analysis of the E-commerce platform can better reflect the prediction of future consumer spending power. This is exactly the report issued by Ali Mama, which has special significance for home appliance marketing. Under the guidance of Ali Mama’s report, under the leadership of the head companies, the soft marketing of the home appliance industry is sure to look even more in the future. Head, brand rejuvenation, soft implants, etc. will also play more.
