Jia Jinghua: breaking the high-end home appliance marketing

With the proliferation of home appliances, users are increasingly demanding experiential marketing. In the case of washing machines, what kind of subversion should be brought about by extreme care must be experienced beforehand. Refrigerators, dishwashers, ovens and other kitchen appliances, simple product display has been very difficult to impress consumers. In the sense that consumers are paying more and more attention to health and quality of life, high-end home appliances are embarking on an alley way of thinking in marketing.

High-end home appliance marketing difficulties

All along, magazine advertisements, website advertisements, and television scene presentations are common marketing vehicles for home appliances. Although some videos and animations have also brought new thinking to home appliance marketing, the ever-changing home appliance technology is phasing out these traditional marketing models.

For the high-end appliance brand Casa Di's Yunzhen refrigerator, in addition to having the most basic function of refrigeration, the "cell-grade constant temperature and keeping fresh" technology is the core competitiveness of this refrigerator. Put some fruits, or vegetables, into the Yunzhen refrigerator, and still be able to ensure the freshness of the ingredients after a few days.

Obviously, marketing vehicles such as television, animation and magazine advertising cannot convey the advantages of Yunzhen refrigerators to consumers. Only by allowing users to personally feel the ingredients and perceive the freshness of ingredients can they realize the high-end technology of Yunzhen refrigerators. Of course, through the slogan, you can show the advantages of Yunzhen refrigerators in the preservation level, but the conviction is bound to be greatly reduced.

Similarly, high-end washing machines such as Casa Di's Ella, are also faced with how to show some of the core strengths of the product to consumers. The biggest feature of the Gemini Ella Washing Machine is that a single bin can achieve different laundry partition washing, and the laundry effect is difficult to show through the marketing model.

After all, the change in consumer awareness and the overly stereotyped marketing model have caused high-end home appliances to fall into a dilemma at the marketing level. At the same time, many high-end home appliances tend to experience many features when they are designed. This design concept is also a major factor that plagues high-end home appliance marketing. In addition, the home appliance itself has a strong experiential nature, and it is inevitable that the existing marketing model is capable of demonstrating the advantages of high-end home appliances in terms of workmanship, function, and performance.

Feng Wei Cloud Code breaking high-end appliance marketing

How to transfer high-end home appliances to life quality accurately and accurately to users is a place where high-end home appliances urgently need to break through at the marketing level. In July last year, the high-end home appliance brand Casa Imperial cooperated with the celebrity food reality show “12 Tao Feng Wei” to implant Casa Di’s kitchen appliances into the show.

In April of this year, Casa Di and the “12-Lead” season cross-border cooperation, and extended this program to the offline, launched the Feng Wei Yundian marketing activities. According to reports, from April to now, for more than nine months, the Casa Di Feng Wei Yundian under the tour line has gone through nearly a hundred cities. Different from the traditional marketing model, Feng Wei Yundian not only has a very strong sense of innovation, but also created a precedent in precision marketing.

It is undeniable that the Feng Wei Yundian campaign is a marketing activity based on the offline experience. The tour vehicle is loaded with the same type of household appliances used by Nicholas Tse in "12 Taoist Flavors." In the form of activities, there does not seem to be much innovation. One thing to note is that the users participating in the Fengwei Cloud Code campaign are local distributors and stores, and potential buyers of targeted invitations, which ensure the accuracy of the activities.

Imagine that many users themselves are interested in buying Casa Di's home appliance products, naturally willing to participate in Fengyun Yundian such experience activities. In addition, Feng Wei Yun Dian itself is an extremely experiential activity, which will stimulate the user's desire to buy, a set of data corroborates this view.

According to the data from Casa Di official, during the activities of Fengwei Yundian Ningbo Station, the sales volume increased by 50% on that day; during the tour activities of Fengyun Code Nantong Station, the sales volume increased by 30% on that day. In Hangzhou Station's activities, sales on that day actually amounted to all sales in one region.

The increase in sales volume is a recognition of the accurate marketing model of Casa Di Feng Wei Dian. At the site of the Casa Di Feng Wei Yun Dian, many users shared their live scenes through friends, Weibo and other platforms and interacted with netizens to form a combination of online and offline activities.

Offline activities, promote users to take the initiative to initiate online interaction, and linked with offline marketing, and further access to the potential customer base of Casa Di, this is Feng Wei Yundian's biggest breakthrough in precision marketing. In conjunction with the second season of “12 Taoist Flavor,” the stereoscopic marketing of Casa Di Feng Wei Clouds has completely broken the predicament of high-end home appliance marketing.

The ever-changing technology has promoted the overall upgrade of quality, function and performance of high-end home appliances. The unchanging marketing model, to a certain extent, restricts the display of highlights of high-end home appliances. Through the offline scene experience to promote the three-dimensional marketing of online interaction, Casa Difeng Weiyun Code explored a breakthrough in precision marketing, breaking the predicament of high-end home appliances over the years in marketing.