Recently, Galanz boarded Hunan Satellite TV's "Everyday", and he brushed a sense of presence. Star experience, fancy broadcast, Galanz's latest high-end products ushered in unprecedented exposure, but also refreshed 'national appliances' The image of Galanz in the minds of many young people.
As a well-known variety show featuring intellectual young people, “Everyday” has always had a high popularity in the Chinese world. Galanz, which is about to celebrate its 40th anniversary, will also reveal further brands through this first show. Young determination.
The first show came and won the praise of young people.
All along, the promotion of products and brands through the famous variety and entertainment programs, or the positive implantation of products has become an important choice for many home appliance manufacturers. Obviously, 'National Home Appliances' Galanz also continues to use entertainment marketing as a marketing innovation and An important starting point for marketing transformation, to obtain the favor of the current home appliance consumption after the 80s, 90s and so on.
With the growth of a generation of young people and the development of the Internet, the concept of consumption in the whole society has undergone tremendous changes.
Today, after the 80s and 90s, the banner of the main consumer forces has been taken. As incomes continue to increase, their consumption views have not only become more complicated and diverse, but also have reduced sensitivity to product prices. Consumers' pursuit of identity has become a trend. 'Pay for emotions, pay for approval,' has become the commonality of young consumer groups.
At the same time, the shopping methods of young people have also changed. With the development of mobile Internet, especially the rise of social platforms such as WeChat, Weibo, and short video, the younger generation has also embraced more diversified, fragmented and transparent information. In the era, the word-of-mouth on social media has also increasingly affected the sales of home appliance companies.
With entertainment and close to the 80s and 90s, it is often possible to get the approval of young people who are pursuing fashion. In fact, in recent years, Galanz has always been centered on the Internet, playing with young people and exploring the young market.
In 2015, Galanz took the lead in the home appliance industry to open a fan economy. After September 28th, Galanz will launch the 'Wanshi Ruyi 928' tomato fan carnival on its entrepreneurial anniversary. And since 2015, Galanz first introduced The announcement began with 'Tomato' as the brand image spokesperson, and the annual marketing activities are also organized around the center of tomatoes.
From the image of the warmth of the 'tomato' to the 'Ganshi's home-cooking dish', and then from the 'Wanshi Ruyi 928' to the present's 'Million Persimmon's special month' can be clearly felt, Galanz's fan economy model It's not static, but it's a step-by-step upgrade, step by step.
At the moment, the Galanz 40th Anniversary Carnival – Wanxiang Ruyi Special Month, Hunan Satellite TV “Daily Up” is a channel for Galanz to interact with fans and share brand benefits. According to the authoritative ratings data, the current “Everyday Up” has been reached. At the same time, the national network ranked first in the audience. With the stars such as Wang Han, Luo Zhixiang and Zhou Jieqiong, the words “Galanz” were continually shouted out, which also made this home appliance brand more deeply rooted in people’s hearts. More and more 'star powder' successfully transformed into Galanz's 'Tomato' fans.
Next, youthful and comprehensive
If you don’t advance, the times will change too fast. At present, the pace of 'concentrating powder' of domestic home appliance companies may go faster.
After the 90-year-old WeChat grew up, it has been called the uncle and the old aunt after being beaten by the madness. After 00, the group has become one of the most active groups on the Internet, and will replace the current 90 in the near future. After that, become the mainstream consumer group of society.
At the moment of the 5G era, a new round of social revolution is on the horizon. More and more young people are pouring into new social media such as live broadcasts and short videos. It is more important to develop fans and cultivate potential fans. Only 80 after the current strong purchasing power in the eyes, after 90, will obviously be quickly abandoned by the rapidly growing new generation of consumers.
It is reported that Galanz is also making full efforts in brand rejuvenation. In addition to mature social media such as WeChat and Weibo, Galanz has also settled in the live webcast, and the most popular platform for young people, attracting countless praises. .
On September 5th, Galanz and Jingdong launched the newly developed intelligent washing range hood in the form of live broadcast. The day attracted more than 220,000 fans, and the number of praises was more than 800,000 times. Beyond the traditional form of the conference.
On the most popular short video platform to shake the sound, Galanz also sang the enthusiasm of "Daily Up" to interact with fans, and connected WeChat, Weibo and other platforms to provide benefits, and cultivated a large wave of fans. .
Galanz, who dares to be good at trying new ways of communication, is ready to welcome the arrival of a new social era.
In the past, Galanz has created countless manufacturing miracles with its high-quality products and consistent consumption guidance. At the same time, it has also gained countless fans and is constantly moving towards the goal of 'national home appliances'. The times are changing, consumers For the transformation of Galanz, it has also raised higher and higher requirements. The brand is younger and more fashionable, and constantly strive for the value recognition of new consumer groups, which will be the focus of future development.
In the current Chinese home appliance industry, there are very few successful brand rejuvenations. Can Galanz, which has been in business for 40 years, always win the hearts of the younger generation? We will wait and see.
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