In the 2018 cold year, the air-conditioner sales volume is still at a high level. In the aura of double-increased volume, there is also a shadow of slowing growth. Midea Air Conditioning adheres to the fundamental strategy of product innovation, user-centered, and adopts a loose circle for the younger generation of consumers. Marketing, which has received a good response in the market, the production and sales scale has increased by about 30%.
Beautiful air conditioners under the changing user base
Over time, young users gradually became the main force in the air-conditioning consumer market after 90 years. They are a different generation, born in the era of market economy, deep understanding of market rules, have their own product ideas, and are more willing to like for themselves. Product and feature payment.
The change of user groups guides the development of air-conditioning products to individualized and customized consumer demand, and combines the characteristics of the times to form different old-time brand communication methods. From the popular media environment, media dust is inevitable, especially in mobile The terminal is widely popularized and penetrated into the daily pattern of each user, providing a new topic for the company to spread the brand to the user.
'There is a sense of coolness, no wind' is the industry-leading technology that Midea's air conditioner has been promoting for the past two years. In the past year, Midea has conducted several iterations and product expansions for windless air conditioners, and the comfort star hangs in the market. In the second half of 2017, the comfort star cabinet machine was launched. Since then, the windless series air conditioner has achieved full coverage on the household air conditioner category; iteration does not stop, August 19, 2018, the US air conditioner in Guangzhou Released a new product for the 2019 freezing year - 'Windtalker Windless Air Conditioning'.
It is reported that the 'Wind Speakers' series of air-conditioning new products have added the 'micro-hole air-winding' system, with the two-layer layered softening airflow softening design for the first time to achieve the air conditioning's 'front and bottom, side and left' three-dimensional air. More What is striking is that it is a custom-made custom-made “Windtalker” with Dunhuang murals.
With the innovation of windless technology, product iteration optimization echoes the change of the marketing strategy of the United States. The US air conditioner is no longer just a model of sales promotion, and it pays more attention to the user experience. I still remember the last July' The Tour of the Flame Mountain' makes the comfort star air-conditioner shine under the scene experience. From the entertainment, young perspective to the next-generation user group, with the popular, lively content activities, give the product more warmth and innovation, just as The second season of the original music competition "Love in the Windless" is now in full swing.
Windless original music history
Last year, Midea Air Conditioning joined hands with Tencent Music Entertainment, Cool Dog Music, 5sing, etc. The first season of the original music competition "Love in the Windless" caused a strong response from the online and offline and the music industry. According to the statistics of the later period, The wind-free lyrics exposure exceeded 180 million times, clicked over 16.62 million times, and the wind-free songs played 3.7 million times; the wind-free songs exceeded 200 million times, clicked over 1.83 million times, and collected more than 3,000 effective songs. It is worth mentioning that the contestant singer Wuyin Jw and the instructor Jin Zhiwen jointly performed the MV "Meeting You in the Windless Time". Once released, the singing is quite extensive and popular among the public.
In this music competition, the rules of the competition are still the same, the works (words, songs) must be original, the style is not limited, popular, rap, rock, folk, jazz, ancient style, etc. Players can choose to upload the relevant videos of the entries, the form is not Limits, MV, talent show, small theater, etc. This year, a group of singers Yu Quan will be invited as a mentor. The top 20 works will be guided by the mentor. The top 10 works will be reviewed by the instructors. There are also 200,000 dream funds. Ranking distribution. The competition has attracted the participation of original musicians from all over the world. As of the end of August, 2,159 entries have been collected.
In addition to online large-scale original music competitions, Midea's air-conditioners are also working online, launching the subway-free songs, live house original music festivals and other activities. The powerful exposure of the subway windless songs not only makes more people feel the original The charm of music has also opened up the offline promotion channels, so that more people who love music and dreams come in. The most beautiful air-conditioning 'love in the windless' original music tour was staged in the traditional flower bar in Xi'an, the ancient city. The tour has been held in Guangzhou, Chongqing, Wuhan, Changsha, Beijing and other places, with an average of more than 300 people.
Beautiful air conditioning pine ring marketing
The above mentioned dusting of the media is inevitable, and the younger generation of consumers is gradually becoming the market demand. Therefore, Midea's air conditioners have found new and more effective focus, enabling brands and products to spread quickly and efficiently within the young user community. According to the survey, after the impact of 95, the circle of interest is more effective. After the 95th round of social circle is the trend of the times. According to this feature, the US air conditioner implemented a new communication strategy around the younger generation of users, namely the loose circle marketing.
The loose circle, generally refers to the loose circle. This is the exclusive social definition after the 90s, which means that the circle is detached. It is neither close nor alienated. The advantages of the circle, including the sense of belonging, security, etc., are never accepted. The bondage of the circle. After the 90s of the loose circle, there is usually a unique but not alone, and different action characteristics.
Music is just one aspect of the beauty of the pine ring marketing strategy. The marketing of the ring circle is from the seven dimensions of music, sports, film, animation, e-sports, art, literature, etc., and almost all the circles of interest that the 90s are keen on now. With the form and content of the activities that are popular after 90, the brand image and product elements of the air-conditioning of the United States will be launched from the core users in the circle, which will attract more people's attention, discussion and participation, and expand the brand and product influence range.
The pine ring marketing strategy came into being. It not only shows that Midea's air-conditioner fully embraces the determination of the young user group after 90, but also constantly pushes the beautiful brand to move towards a younger future.
