Come to a long-distance running, at the windy and sunny lake, family, couples, friends, the former, the latter, the endless. This scene is not imagined, but the air conditioning that really happened on September 9th. The scene of the Beijing Heat Race in Beijing. At the beginning of this spring, Midea Air Conditioning has launched a lively and interesting, harmonious and popular heat race. It is the sixth stop in Beijing.
Circle powder sports enthusiast
The first pole of the US Air Conditioning 2018 City Heat Race is Nanjing. It was held in Xuanwu Lake Park on the morning of April 1. More than 500 runners sweated. The race is not racing, not counting, aiming to make more People participate in, enjoy the fun of sports, use the run to advocate and pass on the concept of health and happiness.
On June 10th, Xuzhou Dalong Lake, Shenyang Day Run on July 7th, Jinan Family Run on July 14th, and Shijiazhuang Park Run on the 15th attracted the participation of sports fans from all over the world. The number of people is more than 500. What's interesting is the parent-child running in Jinan Quancheng Park. Mom and Dad are taking the children's little hands and striding forward. During this period, the cheers and encouragement are heard. The children also have their arms in the same way. Struggling to run. For most children, this is a new and unforgettable experience; they have won the first PB in their own life.
As the organizer of the series, Midea Air Conditioning has set up service stations, water, energy-saving snacks and medical facilities in every game. In addition, there are also programs and games for Yixing. After the riders who are coming from the fun, they will not be defeated.
In addition to the city's hot race, Midea's air conditioner also sponsored three large marathons.
Before the game, Midea Air Conditioning invited a number of professional coaches for running friends, led the runners to warm up before the simple game, and also invited a number of 'leading rabbits' for the runners, and the 'leading rabbits' were composed of runners. , to provide you with a professional pace to facilitate everyone to run.
After the game, in order to let every running friend feel the most intimate after-sales service, Midea Air Conditioning set the 'America's post-game recovery zone' at the end of the half. The area not only set the ice water foot bath, so that everyone can do after the game. Relax, while also equipped with a professional post-match recovery masseur to provide post-match massage services to relieve fatigue.
Behind this series of events and intimate services is the beauty of the air-conditioning, close to the user, the user's mentality as a partner. No longer purely advertising on the satellite or network platform, so that users feel the beauty of the air-conditioning performance through the cold screen The idea is to pay more attention to the experience of the user community. It is no longer just relying on after-sales service to establish viscosity with users, but to pay attention to the responsibility and service of the beautiful air conditioner when it is close to the user. Just like helping the long-distance running, to be close by, The young and lively brand communication method, integrated into the sports circle that consumers are keen on, has won the support of a large number of sports fans.
Midea's air conditioning strategy under the marketing of the pine ring
Recently, Midea Group announced its semi-annual report. In the first half of 2018, HVAC revenue was 63.9 billion, accounting for 44.5% of total revenue, up 27.8% year-on-year. Good things are double, 2018 Berlin International Consumer Electronics Show (IFA), US home air conditioner Strongly released the climate regulator Air X, won the product technology innovation award of this exhibition.
Whether it is high-growth data or new products that have won awards, it reflects the undisputed competitiveness of Midea Air Conditioning in the market. The root of high competitiveness lies in the fact that Midea Air Conditioning has deeply cultivated users' pain points for several years, and continues to innovate technology. For example, the 'comfort star' series air conditioners with good reputation are now equipped with the beautiful air conditioners in the past two years to promote the 'windless sense' industry leading technology.
Contrasting with the 'no wind' technology is the new marketing strategy of Midea Air Conditioning - Songhuan Marketing. The so-called loose circle, generally refers to the exclusive social definition after 90, also known as the loose circle. It means that the circle is detached. Not close, not alienated. Use the advantages of the circle, including the sense of belonging, security, etc., and never accept the shackles of the circle. The follow-up of the 90s who pursued 'independence but not alone, special and not alone' has gradually become the market. Demand-driven, from the terminal to force corporate research to update the product content and marketing strategy for young people in the current era.
The pine ring marketing that came into being was a series of activities around the younger generation of consumers, covering sports, music, movies, animation, esports, literature, art and other seven dimensions, covering almost all the popular circles. Helping long-distance running is just one aspect of the sports circle.
The pine circle marketing uses the windless air conditioner as the entry point, and the 'no wind feeling, emotion' as the propaganda goal, spreads extensively through various activities of seven dimensions. The 'emotion' of the air conditioner, the emotion of the circle holding the event The emotions of consumers are connected in three lines. The emotions of consumers are bundled with the 'emotion' of air conditioners because of the circle, forming a spiritual and cultural interdependence between products and users, thus greatly enhancing the brand loyalty of users. .
According to industry analysts, the future of the air-conditioning industry is full of uncertainty, but the leading edge of the US air-conditioning products and the sincere embrace of a new generation of consumers, we have reason to believe that the future of the US air-conditioning will grow.
