On October 11, China's washing machine and dryer industry industry summit forum was held in Beijing. The commander's washing machine won the '2018 China's washing machine industry global smart care leading brand' award.
The market tends to be saturated. The performance of the washing machine is rising against the trend.
At present, the washing machine market has become increasingly saturated. According to the latest statistics from the National Bureau of Statistics, the current number of washing machines per 100 households is 90, and the population growth and the dividends of home appliances to the countryside have touched the ceiling. In addition, after 80, 90 Young consumers are gradually becoming mainstream consumers. Their pursuit of health and quality of life will further increase the quality and demand of the fashionable washing machine market. How to grasp the pain points of young people and solve the need of care for new people .
From the statistics of Zhongyi Kang's statistics to the monthly sales growth of the industry, the washing machine has a negative growth for 4 months in the first seven months of 2018. As of the 33rd week, the entire washing machine industry has accumulated a year-on-year growth rate of -0.81%. Downward trend. In this context, the commander of the washing machine deepens the channel expansion, pays attention to product iteration, focuses on user interaction, and achieves a trend of contrarian growth, with a cumulative increase of 45% in January-September.
Digging the user's pain points, washing lipstick, washing the windbreaker, interacting with the young community
As a young home appliance brand, the commander of the washing machine set up an interactive team to explore the pain points of young users in the washing and washing of clothing. In response to the different fabric washing problems of the new people, the washing machine innovative 'induction washing' program, providing users with different washing procedures The best laundry solution for different clothes. In the video of the washing machine launched by the commander washing machine, the video of the windbreaker is introduced, the washing machine washes the lipstick of the handkerchief into the fiber, which better meets the needs of the younger generation of laundry. In addition, the commander washing machine also Can be used to wash special fabrics, after the windbreaker experiment, no damage to the waterproof coating.
Driven by the 'personal single-in-one' mode, the commander washes the lipstick, the windbreaker demonstration and the offline experience, and quickly interacts with the user. This not only realizes the terminal drainage to increase the number of orders, but also makes the washing machine care clothes become more and more The choice of more new people's clothing. Today, the lipstick, windshield video has achieved the landing of the major centers of the country. In Changsha alone, the number of commanders has increased by 50%, sales have also doubled; the commander Hefei Center Into the community, let users experience the induction wash and free wash and wash the inner bucket; in other cities, the washing machine will also turn the video presentation into water in the store, 20,000 Maker, employee transformation service avatar laundry, providing users with all-weather experiential service.
The era of universalization of home appliance standardization products has gradually ended. The home appliance market will usher in a new round of consumer structure upgrades and large-scale product upgrades. User demand is becoming more personalized and diverse. The commander washing machine not only takes the user as the core, but also realizes technological upgrading and innovation. And by continuously innovating the community interaction model, demonstrating the high-quality care experience brought to the user, it is conducive to improving the influence of the commander washing machine and further expanding its leading position in the young market.