PConline just talked about after 2015, leisurely thinking about the size of the home appliance industry trivia, it touches on many interesting things. In this year, the marketing teams of major brands used their old and new tools such as the Internet and traditional media to fully display their talents. Some of the brain-opening ideas also shook people inside and outside the industry and shouted. Fun, then, let the author take stock of it for you today, 2015 home appliances circle fancy juggling marketing it!
Appliance giants turned spokesmen
In our past impressions, the leadership of a large company is often behind the scenes. The face of marketing work is rare, but last year's home appliance industry subverted our previous ideas.
Dong Mingzhu and Liu Qiangdong Advertising
As the leading figure of the home appliance giant Gree Group, Ms. Dong has given deep impressions inside and outside the industry with her distinctive personality. Ms. Dong, who has been standing on the cusp of public opinion, is also aware of this important resource and personally shouts “Let the world love "Stone made in China" is a "speaker" for their own company. Even the boot screen of the Gree brand mobile phone can see Ms. Dong's image. At the end of 2015, Gree Group "bred a marriage" with Jingdong. Ms. Dong "combined with Jingdong Liu Qiangdong," and appeared in CCTV's golden advertising space. It was enough to get headlines.
TCL "Transformation, Upgrading, Eagle Travel" Walking Tour
It is not uncommon for giants to speak for their own companies. Mr. Li Dongsheng, chairman and CEO of TCL Corporation, personally went into the company to launch brand advertising; Mr. Zhao Yong, chairman of Changhong, personally introduced new products to the media at the product launch conference; Mr. Fang Hongbo, chairman of Midea Group, also Enterprise platform and so on. The heads of major home appliances companies have turned themselves into advertising stars, frequently taking the initiative to “stand up†and take the initiative to establish platforms for enterprises. Not only do they make the industry inside and out, but they are also an intelligent transformation of home appliance companies.
Summary: As the Chinese Internet's new generation of participants increasingly appreciate the mindset of outstanding entrepreneurs, the image of entrepreneurs has gradually evolved into a brand image and corporate image. The author believes that these entrepreneurs personally speak for the brand, the effect is better than hiring a celebrity endorsement, because the star and the company's low degree of association, the cooperation period is limited to the contract period, the contract period expires, the star and the company's association also disappeared. However, in turn, it is a drug three-point drug, entrepreneurial endorsement of this agent "marketing good medicine" will also have certain side effects, if the entrepreneur's personal image and the degree of corporate connection has increased, once the industry inside and outside the entrepreneurial individual negative evaluation Increase, then for the corporate brand image will also directly cause some damage. Therefore, this “self-media era†that belongs to the bosses is a signal that the traditional home appliance manufacturers are sending open minds to the outside world.
Celebrity endorsement
However, the corporate chief personally for the enterprise platform or a minority, in the home appliance circle, or to hire popular movie stars or sports stars for their own brand endorsement is the mainstream. In this year, the entire appliance circle has never been less than the stars of these big names, such as Jackie Chan endorsement Chigo, Fan Bingbing to help Konka, Huang Xiaoming, baby husband and wife platform Vantage is a good illustration.
Changhong Conference
But 2015 was destined to be an extraordinary year. In late September of the fifteenth year, Changhong Group announced that Deng Chao will serve as the product manager of Changhong CHiQ. As soon as the news came out, it immediately attracted a large number of online onlookers. In this “Fancy Spokesperson†campaign, Changhong has earned enough popularity. Before Changhong, there was no precedent for domestic entertainment companies to hire entertainment stars as product managers. It was the first case that entertaining stars participated in product design boldly. Some netizens believe that Deng Chao has joined Changhong as a product manager. More is just a symbolic job, and its nature is still endorsed. After all, Deng Chao's main job is still acting. It is impossible to punch cards every day like Changhong employees do. Some netizens also believe that Changhong’s move is to circumvent the new advertising law that was released in 2015.
Deng Chao Shenghong Product Manager
Summary: Changhong Zhongjin hired Deng Chao endorsement, letting Deng serve as the CHiQ product manager. This shows that the importance of this new brand of CHiQ in Changhong's development strategy is an important symbol of Changhong's transformation towards smart appliances. Besides, no matter what the facts are, Changhong’s new routine has reached the goal of its marketing and promotion. It is a new marketing technique that successfully utilizes the “fan economyâ€. As for the addition of Deng Chao, it is “vase†or “life-saving strawâ€. Can only give time to answer for us.
War of words
In 2015, the television industry has suddenly become the battlefield of Internet TV. The best thing to do here is to enjoy music. According to LeTV, Super TV is not just a TV but a complete Internet ecosystem.
LeTV is accused of pseudo-ecology
The ecology that plays with the wind is bound to envy you. Moreover, despite its success, it can't be called success at this stage. Kuo Kai’s chairman Wang Zhiguo also “fired†LeTV, saying that LeTV’s Internet TV ecology is a pseudo-ecology. Wang Zhiguo also said that this year's domestic Internet TV brand will increase to 15, "there will be only 5 Internet TV brands next year."
The most shameless touch of porcelain in TV history
For such bombardment, Xiaomi's reaction is "This kind of argument is meaningless. Xiaomi TV has never ignored hardware while emphasizing content. On the contrary, Xiaomi TV has always been pursuing perfection on hardware." The reaction of LeTV was "the most shameless touch of porcelain in the history of TV!" and it was announced in Weibo that it would be cool to call it the brand cottage. From the perspective of radical speech, there is a lack of rationality and it is a little childish. In this verbal battle, both sides have received certain supporters, and they will be able to gather popularity when they move. Why not? However, since the "Rapid Broadcasting" after the music, it is estimated that the supporters on the network are pitifully low.
Skyworth, Hisense OLED dispute
Summary: Today's home appliance circles, the saliva warfare has become a normal state, the use of "tear force" this way can quickly gather popularity to achieve marketing purposes. In this year, Ms. Dong’s bold speeches have become the focus of the industry’s hot discussion, Gree has always been active in the headlines of major news, Skyworth and Hisense’s dispute over OLED is also salivating, coupled with cool open. And LeTV's pseudo-ecological struggle, many war of words is numerous, but in the fierce battle is only a war of words, it seems more like a little more speculation. In the Internet age, "hype" has always been the number one marketing weapon.
Get involved in sports
After the entertainment business, we turned our attention to sports. This year, China's two major goals (basketball and football) have been torturous. Although the men's basketball team won the Asian Cup championship, the process can only be described as a shock. As for the national football team, after failing to defeat Hong Kong in the preliminaries, it almost declared hopeless. Fans can only play in Guangzhou Evergrande. Find some comfort. Even so, there are great expectations from home appliance manufacturers.
TCL sponsors China Men's Basketball
With the Chinese men's basketball team winning the 16th Asian Championship in October 2015 and the only Asian ticket to the Rio Olympic Games, the Chinese men's basketball team once again reached the summit in Asia. As the TCL Group, a Chinese men's basketball sponsor, the high-light moments of the national men's basketball team have also received a lot of exposure. The TCL Group is not a big winner.
Skyworth and China Football
In football, the contract signing ceremony between Skyworth and the Chinese Football Team was also successfully completed the day before the National Football Team and Bhutan. The driving force for the two to come together is their common goal - to the world. Although it seems to the outside world that Chinese football has always been viewed by the Chinese people, how many people are asking themselves whether or not they have ever sprayed many times, “Chinese football has not been savedâ€. As long as you see the words “national teamâ€, you can't help but point it out. Go in and take a look. Everyone has a national sense of honor in the depths of his heart. It is precisely because of this that Chinese football does not lack genuine fans at any time. Perhaps Skyworth understands this more.
Suning acquires Super League football team
When returning to the stadium of the Super League, in November 2015, Suning Tesco successfully acquired the Super League team "Jiangsu Haotian," and Jiangsu Football also officially bid farewell to the "Haotian era" and changed its name to "Jiangsu Suning Tesco." The super broadcasting rights can sell 8 billion yuan in 5 years, which shows how big the market potential is, and what Suning looks at is precisely this point, trying to replicate the success of Evergrande.
Summary: The sports circle is full of vitality and positive force. It has an extremely large fan base and is an extremely stable and continuously updated market. It is a very good target group for the sustainable development of the home appliance industry.
Appliance collectives step into entertainment
When we turn on the TV, we are surrounded by a variety of reality shows. Think about it, you are always looking at a few reality shows that are of interest. They can either challenge the limits or go through time or space or bring a wife with a belt or talk about love, talk about interactivity, fade the aura, and pull people closer to meet the audience. curiosity. While the show and the stars were on fire, they also brought advertisers and sponsors together. Of course, the home appliance brand was indispensable.
Twelve Frontier Flavor
Entering into the minds of consumers through the wind of entertainment has become a major topic for major brand research. Taking the high-end home appliance brand Casa Di and Zhejiang TV's gold show “12 Tao Feng Wei II†as an example, this time with “12 Road Frontsâ€. In the cross-border cooperation in the second season of Taste, the success of Casa Dee was due to its pioneering "fusion" mode of communication. In the program, the audience can not only see the overall layout design of the “Feng Wei Kitchenâ€, but also can see the interaction of the Feng Wei family celebrity members and products as well as the display of the details and performance of the entire product line. For example, the world’s first air suspension is used. The oil-compression technology of Yunzhen refrigerators, Yundian sets of kitchen appliances and Casa Di Boffin wine cabinets. This can give the audience an idea: The kitchen can be so refined and artistic.
"Run Brothers"
Another home appliance retail giant, Su Ning, has also succeeded in attracting widespread attention throughout the country with the help of "phenomenon" and "Run Brothers." Under the image of the spokesperson running the men's captain Deng Chao's “going-inâ€, Angelababy, Chen He, Zheng Zheng and other celebrities slammed and thundered successfully attracted a lot of ratings, and Suning also won high exposure.
Summary: In the era of pan-entertainment, the tastes of the audience are constantly changing, and entertainment content is also changing. For brands, under the guidance of the people-centered, eternal concept of communication, the search for a new entertainment marketing model is the key to success. In this regard, the success of Casa Di's insistence on the "interactive" core of communication is a good example. Such a model will certainly become a new trend in branded entertainment marketing and create a new era of entertainment marketing.
Man-made shopping festival
Speaking of the artificial shopping festival, I believe that friends who have experienced online shopping can casually say a few. For many companies, compared with hiring celebrity endorsements and naming television programs, “making festivals†may be more “simple and crude†than these, in “6·18â€, “8·18â€, and “11·11â€. Driven by a series of shopping festivals such as “12·12â€, it stimulated consumption and brought about a large increase in the number of users.
Lynx Shopping Carnival
Inspired and infected by e-commerce companies, some home appliance companies have also learned to create a "consumer's day", such as the United States to create their own "11. 7-US brand day," United Skyworth, TCL and other black brands common in 11 On the 7th of the month, a total of 300 promotional events were held throughout the country, resulting in sales of 5 billion yuan. Who says that making festivals is a patent for electricity suppliers?
Take advantage of marketing
In addition, taking advantage of marketing is also a common method used by entrepreneurs. When President Xi Jinping visited the United States last year, in order to welcome President Xi’s visit to the United States, Gree and other brands published five full-page advertisements in The New York Times, which has aroused great domestic repercussions. Then, companies such as Huawei, Gree, and Haier launched advertisements in English and Chinese on the big screen of Times Square in New York. This is an image of Chinese companies in the United States!
Gome Advertising on Times Square in New York City
With the advent of the Internet era and the rapid development of emerging markets, China's home appliance brands are moving toward the world, achieving perfect counterattacks from learning to imitate to independent innovation to leading the world. In this new era, consumer traditional brand marketing techniques for home appliance brands have already begun, and it is particularly important for home appliance manufacturers to get a bigger slice of the market.
The author concludes: Where there are people, there are rivers and lakes. Where there are enterprises, there is competition. In 2015, it can be said that home appliance circles have subverted traditional marketing methods. The marketing teams of various companies have demonstrated their talents in this year and have exerted their talents. Many kinds of brainstorming ideas have made people once again. See the wisdom of the Chinese people. I look forward to the arrival of the new 2016, the home appliance industry will arise what refreshing marketing practices.
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