Affected by the continued 'high roasting', sales of the air-conditioning industry surged this summer, but according to Avi Cloud (AVC) monitoring, the retail sales of air-conditioners in the offline market in August did not increase by 3.0%. Undoubtedly, air-conditioning is typical. The industry of 'depending on the day'. In the grim situation that the market demand is waning and the inventory pressure is increasing sharply, Kelon Air Conditioning has taken a different approach. Taking the 35th anniversary celebration as an opportunity, the online and offline marketing games will be upgraded simultaneously, and the first-class energy efficiency will continue to be launched. ' Strategy, create new consumer demand, the National Day Mid-Autumn Festival will usher in a new turning point.
Online game upgrade, Blue V joint creative assist
Weibo has always been an important position for corporate marketing. In recent years, many brands have used the form of blue V to achieve significant results in increasing exposure and visibility.
On September 18th, Kelon Air Conditioning official microblog officially took the 35th anniversary topic #御风行行,有你就好# initiated the evaluation to send Kelon 'mini+' new air conditioning activities, attracted Tsingtao Brewery, China Unicom, Baique Gaze The addition of 34 Blue Vs has led to a rapid increase in the number of topics. 35 Blue V's unanimous efforts to jointly help Kelon's 35th anniversary celebration marketing campaign, create hot topics, deepen Weibo users, enhance anniversary and brand exposure, Enhance brand recognition and strengthen brand image, gain market attention, and promote the 35th anniversary of Kelon.
On the WeChat side, Kelon’s online H5 and 'purchase Xue Zhiqian concert tickets' also attracted social gatherings. In addition to the quality of the air conditioner itself, consumers are increasingly valued for psychological satisfaction from the purchase of goods, emotional expression Kelon grabbed the user's psychology and provided H5 back to the 80s and 10s, allowing users to turn emotional identity into brand recognition. Star IP itself is a great tool to attract consumers. Xue Zhiqian has a strong market appeal. Kelon’s 'purchasing Xue Zhiqian concert tickets' draws to attract more young consumers and open up a broader market.
On the Weibo, WeChat uses the blue micro-combination, the age H5, the star IP form, the creative power to celebrate the 35th anniversary celebration, to guide the offline activities, leading the new trend of the National Day Mid-Autumn Festival online game.
'High-end new products + third-four market' - offline marketing to cut the new direction of the market
In view of the current market situation of the air-conditioning industry, household appliance expert Liu Buchen analyzed that the current industry inventory has climbed to about 50 million sets, and inventory pressure may bring a new round of price war. In addition, the air-conditioning industry market is increasingly divided. Obviously, the two major growth points of the air-conditioning industry in the future are high-end products and the 3, 4 and 5 market.
It is understood that the 35th Anniversary Celebration of Kelon was launched nationwide on September 19th and has been continuing during the National Day holiday of Mid-Autumn Festival. This Kelon’s anniversary celebration marketing game relies on new market trends, and consumers can enjoy double recognition. Grab Xue Zhiqian concert tickets ', 'purchase new products cash back 1500 yuan big discount', 'first-level frequency conversion 1984', 'WeChat fell below the low price limit time kill', 'buy the designated model to enjoy ten free gold card', 'extraordinary explosion In the minds of consumers, Kelon has always had a high price/performance ratio.
Among the discounted models of Kelon's 35th Anniversary Celebration, it includes a number of first-class energy-efficient air conditioners, including new QY-A1 products as Kelon sharp knife products. From the perspective of new market, these first-class energy-efficient products will seize the commanding heights of high-end consumption. , to guide the market to get rid of pure price competition, from low-end low-cost war into high-end high-value war track, leading the air-conditioning industry to the quality of the product itself.
With a variety of marketing methods, Kelon Air Conditioning has created a new anniversary celebration + festival atmosphere. At the same time, it has launched a number of first-class energy-efficient products for the new direction of the market, and continues to play a first-class energy efficiency battle.
35 years of solid advancement 'level energy efficiency'
Kelon entered the refrigeration field in 1984. Over the past 35 years, the air-conditioning market has undergone many reshuffles. Kelon has a long history and has become the 'old name' of China's air-conditioning industry. One of the major reasons is Kelon's focus on energy efficiency. Kelon, a highly efficient reputation, has broken the world's energy efficiency record, and has broken the national energy efficiency record. The technical advantages of high efficiency and energy conservation have always been relished by dealers and new and old users.
In recent years, Kelon Air Conditioning has been promoting the popularization of the first-level frequency conversion, and is committed to the industry's first-class energy efficiency technology pioneers and market popularizers. It is understood that all the first-class energy-efficient frequency conversion double efficient air conditioners of Kelon Air Conditioning are equipped with 4D full DC technology. , has been favored and loved by the majority of consumers.
It can be seen that Kelon Air Conditioning's 35th Anniversary Celebration of the theme of 'The Wind, Yours is Good' not only reinforces the consumer's highlights of Kelon Air Conditioning 'Class 1 Energy Efficiency', 'Efficient Energy Saving' Deep understanding, and bring people a real grateful feedback. Focus on user experience upgrades and efficient technology Kelon, this product to match the market's activities and deepen the needs of users, will be in the National Day Mid-Autumn Festival market Pick up a rush to buy hot.
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