On June 12, 2018, Midea's refrigerator brand night and micro-crystal refrigerators were launched in Xiamen Wuyuanwan Music Island. The US refrigerator announced a new brand positioning 'Global Smart Refrigerator Leader', and the world's first new smart preservation The micro-crystal series products lead the refrigerator industry's intelligent technology to return to the preservation, and have won unanimous praise from the industry.
The beauty of the refrigerator brand night, successfully break through the previous industry's relatively single marketing communication situation, build a comprehensive, diversified, all-platform communication system. Focus on the needs of users' life preservation, deepen the intelligent preservation The true meaning, in the industry and consumers' minds formed a strong brand precipitation and word of mouth.
See the smart preservation strength with the challenge of seeing big salmon
The biggest suspense at this conference should be the beauty of the refrigerator 'salmon smart preservation seal challenge', on June 5, the US refrigerator 'salmon smart preservation seal challenge' officially launched in Xiamen, equipped with 'micro-crystal fresh' intelligent preservation technology The micro-crystal refrigerator will seal the salmon in the micro-cavity cabin for 7 days. On June 12th, the whole process lasted for 168 hours. Through the camera, the whole process was continuously broadcasted at various angles. The salmon will be sealed for 7 days at the press conference, and the industry will be invited. Association experts, core media on-site tasting and comment.
Through the all-round competition of texture, taste, smell and other dimensions, the salmon stored in the beautiful refrigerator micro-crystals has won the unanimous affirmation of the taste of 'freshness as the first taste', confirming the intelligent preservation strength of 'micro-crystal fresh' It has become one of the highlights of this conference. The "Salmon Smart Preservation and Storage Challenge" initiated by Midea Refrigerator is aimed at the user's life and fresh pain points. Through such a dramatic and challenging display, users are allowed to And the consumer clearly feels that the beautiful refrigerator 'micro-crystal fresh' smart cleaning technology is shocking and fresh.
Join hands with 'Chief Taste Fresh Official' Zhang Liangmei's refrigerator to form a star word of mouth spread
As early as May, Midea Refrigerator officially joined hands with star chef Zhang Liang to create a new benchmark for industry marketing with the innovative marketing method of the first emotional food voice column in China. On June 12th, the US refrigerator brand night conference, Under the witness of many media and guests, Zhang Liang was officially awarded the trophy of 'Chief Taste Official'.
At the press conference, 'Chief Taste Fresh Official' Zhang Liang, as the star user of the beautiful micro-crystal refrigerator, told the guests and media friends about the extraordinary 'fresh' experience brought by the beautiful refrigerator for his and his family's life. Experience the beauty of the microcrystalline refrigerator testimony, a strong affirmation of the fresh preservation strength of microcrystals.
Beauty's refrigerator chief tastes fresh Zhang Liang and Shangri-La's five-star executive chef Adrian Lim's live PK salmon taste
At the scene, Zhang Liang also cut the salmon with the Shangri-La executive chef PK, presenting the exquisite knife for the 500 guests and the netizens on the spot, and making the 'Fruit Mustard Salmon' on the spot to show their superb cooking skills, and also presented the taste of the guests. A very delicious salmon. 'Preservation expert' The beautiful refrigerator and the 'star gourmet' Zhang Liang's strong combination, the star's high-quality word of mouth spread, will further enhance the brand reputation and market influence of the US refrigerator.
Diversified live broadcast coverage of the entire platform audience online and offline vigorously launched to open the screen mode
In this conference, Midea Refrigerator launched a multi-channel multi-mode live broadcast platform to jointly promote the live broadcast of the news media to create the most professional on-site direct hits, and bring the most shocking live pictures and new products to consumers through e-commerce live broadcast. People conduct interactive live broadcasts, and diversified live broadcasts cover the entire platform audience. The release of the conference will be passed on to the consumers. The online and offline integration will further enhance the brand's volume and the brand influence of this conference.
In addition to the full coverage of the live broadcast on the same day, on June 16th, Midea Refrigerator also launched the challenge of '7 days of fresh, taste the same as the first time' in the hundreds of thousands of stores in the city, bringing the ultimate fresh experience to more consumers. At the same time, the US refrigerators are more online and offline advertising, opening the flood screen mode across the country: As early as June 12, the US refrigerator brand night online APP-side advertising has been fully deployed in place, covering the six mainstream media And 10 big points; Zhang Liang's deductive TVC hits CCTV's multi-channel prime time; outdoor media ads are strong and dominated the country's top 10 core city airports and high-speed rail stations, and 23 mainstream commercial circles will also be advertised at various points. On-line, omni-channel layout of sea, land and air will push brand information to consumers at all levels.
With a wide range of live coverage, strong online and offline publicity, this US refrigerator brand night and micro-crystal refrigerators in the world's first launch to get super popular attention. The day of the conference related topics #你好, 智能保新时代# much attention The number of topic readings on that day was more than 5 million. At the same time, Tencent, Phoenix, Sina, Jingdong, Suning, Taobao, a live broadcast, today's headlines, iQiyi and many other live broadcast platforms recorded the grand event of the conference. The cumulative amount of video played is close to 10 million.
In 2018, the US refrigerator brand night and the micro-crystal series refrigerators are the world's first haircuts. It is an important guide for the future strategy of the US refrigerator layout. It is also the development direction of the whole refrigerator industry and even the future smart kitchen. In the future, Midea refrigerators will be based on brand new positioning. Innovate in intelligent preservation technology, strive to make nutrition and health accompany every ingredient, serve every family member, and take the mission of global smart refrigerator leader to join hands with consumers to enter the era of intelligent preservation.