How to use a product to promote "brand thrill"?

author | Zeng rang

writing | The Bell says

since 2020 Starting from the kitchen with a multi-function cooking machine , Turn on “ Light kitchen Era ” after , Mibo continues to follow the fine path of bold innovation , Is trying to use a non rolling cloth washing machine to promote brand upgrading .

recently , Mibo held an online new product launch , Grand launch of its new products “ A new generation of non rolling cloth washing machine ”, Therefore, it is officially announced to walk out of the kitchen , With “ Good at science and Technology ” Advocate for the brand , Provide new life solutions for hundreds of millions of families , Aspire to become a leader in high-end intelligent life appliances , Create a healthy and tasteful new home life .

From a single light kitchen brand to a diversified Smart Life brand , It's not difficult to understand Mibo's brand advancement . but , Just as Marx was right 「 The thrilling leap of commodities 」 The same as the description of , Producing products is only the first step to success , How to sell products so that goods can be converted into money （ That is, the presentation of value ） Is the more critical step .

For brand upgrading , The same is true . Releasing a new product is only the first step of brand upgrading , How to transform new products into brand value , Promoting brand awareness is the more critical step . What's more? , For Mibo , Just a non rolling cloth washing machine wants to change the market's perception of the brand , Where will the starting point and business logic of product research and development be reflected ？ This is worth discussing .

Why is it a floor washer ？

In the current market environment , Brand upgrading is the mainstream trend . but , How to upgrade , Presumably, every brand has its own understanding . stay 「 The thrilling leap of the brand 」 Behind the , In fact, there are many strategic choices and product side choices , For example, Mibo chose to enter the cleaning market after kitchen appliances , Launch a new generation of non rolling cloth washing machine , It represents Mibo's view on 「 The thrilling leap of the brand 」 Think in the direction of .

What is the direction of thinking ？ Generally speaking , The development of products and the extension of services will lead to the upgrading of the brand . Only by clarifying where the brand develops and extends “ Where to jump ” The problem of ,「 The thrilling leap of the brand 」 There is a chance of success . The key to this problem focuses on three levels of consideration .

1. Whether the market prospect is big enough , It can carry the brand transition .

First , Why is the new product launched by Mibo a floor washer , Not rice cookers or vacuum cleaners ？ The essence of this problem is brand upgrading “ Where to jump ”. Since the brand needs to be upgraded , The next market chosen must have enough volume and growth space to carry the future development of the brand , Rather than a stagnant industry or a small market , Only such upgrading can have the significance of sustainable development .

Take the cleaning market where the floor washer is located as an example , According to ovicloud 《2021 Annual summary of China's clean electrical appliance industry 》, In the past year , The domestic clean electrical appliance market continues to rise , The market scale is 374 One hundred million yuan , Year-on-year growth 21%, The growth trend is obvious .

among , As a strong category in the cleaning market , In recent years, it has developed rapidly , The market share is growing , The past has been broken “ Hand vacuum cleaner + sweeping machine ” The trend of establishing a double strong pattern , Due in 2022 In, it will be promoted to the second largest category in the clean market .

thus it can be seen , The fundamentals of the washing machine market are very good , Fast growth , There's a lot of room for growth , For Mibo , Just can become a brand upgrade , Going out of the kitchen and opening up the whole house scene service pattern is an important breakthrough . that , No matter which brand it is , To expand the market and upgrade the brand , Choosing a market with good fundamentals is very critical , This will mean that the next step of the brand will usher in better development opportunities driven by faster growth and greater growth space .

2. Whether the user group is focused , It can ensure the tone of the brand .

also , Brand upgrading depends not only on which market is good , There is room for development , We should pay more attention to whether the audience group of the market is consistent with the user group of our own brand in the past . Which groups does the brand serve , What often determines is the tone of a brand , It cannot be cut at will . otherwise , Harden your scalp to impact high-end , The result is not satisfactory , Becoming weak , Stuck in the middle , Not more than , Users at both ends don't want to see .

So , The inheritance of brand tone is very important , This also requires the brand to recognize which users are the groups that it can serve in the past and in the future in the process of upgrading . For this reason, Mibo entered the floor washer Market , Also did a lot of research , It is determined that the users of the washing machine market are similar to the past service groups of the brand , Just launched a new generation of non rolling cloth washing machine products .

At present, the average price of the washing machine market is 2822 element , The high customer price makes the main audience of this market younger 、 Pay attention to quality life 、 Focus on health 、 Strong purchasing power 、 Users who can also accept new things , Especially for delicate mothers or pampered people , The activities of babies and pets require a lot of ground cleaning .

This basically conforms to the characteristics of Mibo's target user group , from 2020 The Mibo multi-function cooking machine launched in is mainly aimed at youth 、 High end market users who pay attention to healthy quality of life . The coincidence of two market users enables Mibo to continue in the process of brand upgrading “ Provide hundreds of millions of families with a healthy and tasteful new lifestyle ” Idea , Ensure the unity of brand tone .

3. Whether the technical capabilities are interlinked , It can accelerate the process of brand innovation .

Last , The migration and application of core technologies is also an important support for brand upgrading . For many products , The underlying technology is interlinked , The migration and application of a core technology can often bring twice the result with half the effort to brand R & D and innovation , Accelerate the process of brand innovation , Continuously strengthen the core advantages of the brand .

This has also become a key breakthrough for Mibo brand upgrading . Used by Mibo non rolling cloth washing machine “ Water air spinning powerful washing and absorption technology ” It is based on Fangtai's existing patents and innovative technology , Among them, deep and powerful water washing is inherited from the technology of Fangtai sink dishwasher , While vacuuming 、 Cavity design 、 Noise reduction 、 Aerodynamics continues the core technology of Fangtai range hood , This creates a strong cleaning force , It can realize efficient decontamination , And in 0.034 Waste water recovery can be completed in seconds , Keep the ground dry .

This function is used in the relatively humid kitchen and bathroom environment or in the South “ Go back to Nantian ” season , More miraculous , It is a rare water absorbing weapon . Have to say , The inheritance and migration of similar hard core technologies are important for 「 The thrilling leap of the brand 」 for , Is a very critical support —— The original core technology reduces the cost and time of R & D from scratch , And can improve the core competitiveness of the brand , Enter new markets for brands 、 New fields bring market advantages with unique technical value .

in general ,「 The thrilling leap of the brand 」 The success of , We need to pay attention to the impact of multiple dimensions , From market to user groups , Then to the application of core technology , Are deeply affecting the success of a brand's strategic upgrading .

Mibo's 「 A thrill 」

For brands , With the market 、 User groups and technology migration application are oriented at three levels , Make it clear “ Where to jump ” The problem of , The next thing to consider is “ How to jump ” The problem of . Similar to Mibo's path , Promote brand upgrading by releasing new products , It is the norm of most brands at present .

Although this is a normal , But some brand upgrades are often successful , Some are unsatisfactory , The gap may not be just the number of new product launches . Mibo dares to take a key step in brand upgrading with only a non rolling cloth washing machine , It relies on three core paths .

firstly , Don't be a follower of the industry , Become an innovator and leader in the industry with hard core technology .

Although this is Mibo's first product for the washing machine Market , But at the beginning of entering this new market, Mibo maintained the concept and ability of bold innovation , after 4 Annual R & D , The original non rolling cloth washing machine , take “ Wash with water ” The concept is further strengthened , Lead the development of innovative categories of floor washing machines in one fell swoop .

Need to know , At present, the main form of floor washing machine is cloth rolling , The core of cleaning ability is still a “ wipe ”, There is often insufficient cleaning 、 Secondary pollution 、 Poor water absorption 、 Hair entanglement and other problems . Mibo non rolling cloth washing machine , Hit directly “ No rolling cloth ” It's a whole new concept , Rely on water cyclone strong washing and absorption technology 、 Technical capabilities such as real-time running water cleaning system will “ Wash with water ” To the best of our advantages , It overturns the cleaning technology and cleaning principle of the traditional floor washer , Created a whole new category .

so to speak , This kind of bold and innovative consciousness and action has well avoided Mibo becoming a foil of the floor washer industry . Mibo leads the mode of a subdivision track , Quickly improve brand recognition in the industry .

second , With products and services “ translation ” To promote brand upgrading “ jumping ”.

In Mibo 「 A thrill 」 In the process , It is a very important goal to move from the kitchen to the whole house home life , But clearly , Mibo didn't completely abandon the kitchen scene , To make a product completely unrelated to the kitchen , Instead, the kitchen is cleverly integrated into the whole house scene , Promote the strategic upgrading of the brand with a smoother service displacement .

For Mibo , The floor washer is a full house product , It can be used in any scene with ground , It's easy to walk to the whole house . but , In the process of walking to the whole house , Mibo's consideration of the kitchen is unique , No roller washer “ No rolling cloth ”、“ Wash with water ” Equal advantage , For kitchen and bathroom, it is relatively humid 、 The environment that is difficult to clean has a stronger cleaning ability .

such as , Clean up the soy sauce that accidentally drips on the ground in the kitchen 、 Vegetable juice and other stains , Compared with the traditional rolling cloth, the more “ wipe ” Dirtier , Still sticky , Mibo has no roller washer “ Wash with water ” The mode can wash the ground effectively with running water , And quickly suck it back to the sewage tank , Achieve cleaner cleaning effect .

Mibo non rolling cloth washing machine can cope with the cleaning problems of the kitchen , It's no problem to clean other scenes , You can even drag the kitchen and the living room . Because there is no cloth rolling , Users don't have to worry about the secondary pollution caused by cloth rolling , You can continue to clean the floor without replacement , And the more efficient water use mode also ensures that the whole house can be cleaned by adding water once , The products and services are well extended to the whole house scenario .

thus , For Mibo users , Even if we paid attention to Mibo because of the light kitchen concept , In such a service “ translation ” The brand upgrading brought by it doesn't have too many abrupt feelings , From light kitchen to whole house , The floor washer can clean most of the ground .

third , The brand concept is consistent .

In the strategic upgrading process of Mibo , Although the shape of the product is changing , The boundaries of services are expanding , But the proposition of brand core remains unchanged , From cooking robot without oil smoke to floor washer without rolling cloth , With “ Free the user's hands ”、“ Use scientific and technological innovation to convey the concept of good life ” Such brand vision can still be transmitted to users through products .

On the new generation of non rolling cloth washing machine , In order to facilitate the user experience , It is equipped with many intelligent functions , Like voice assistants 、 Powerful self-cleaning mode 、 Intelligent cleaning mode and so on . Take the powerful self-cleaning mode as an example , coordination 4 Re self cleaning procedure , Users do not need to wash and dry after using the floor washer , It can be cleaned from the floor brush to the whole machine with one click , Avoid mildew and odor .

Compared with the traditional mop, I washed and dragged , After dragging and washing , Or the traditional washing machine washes and disassembles , It's embarrassing to disassemble and wash , The non rolling cloth washing machine eliminates unnecessary cleaning procedures in the process of use , It greatly saves users' manual time .

Such an experience is similar to what Mibo conveys “ Good at science and Technology ” The idea is highly consistent , Is there a cloth washing machine 、 Scientific and technological innovation products such as multifunctional cooking machines , Users have more time to spend with their families 、 Experience a higher quality of life .

thus , Mibo is pushing 「 The thrilling leap of the brand 」 In the process of , Always maintain the innovation of products , Give consideration to the scene and unify the brand concept .

The secret behind a product

From beginning to end , Mibo's 「 A thrill 」 All focus on one product , And such a path also makes the market once again examine the upgrading path of a group of brands —— How many products are needed to upgrade the brand ？ One or more ？

It may not matter .

What is important is the establishment and strengthening of brand awareness by products . Like , Mibo jumped to become “ No rolling cloth ” The creator and leader of the concept , What started is Mibo's brand awareness and recognition in the washing machine Market .

Review the strategic upgrading of Mibo , Although there is only one floor washer , But on this floor washer , Mibo's insight into and satisfaction of the needs of core user groups , Leading innovation in the industry market with hard core technology , And adhere to and strengthen the brand concept from the beginning , It always highlights the brand awareness of a cutting-edge brand .

In the current era , With the intense market competition , Brand upgrading cannot be blind , The effect of new product release is to meet the needs of core user groups , It is also the innovation leader of the industry market , Ultimately, it is the establishment and strengthening of brand awareness .

This is also 「 The thrilling leap of the brand 」 The ultimate value of , thus 「 A thrill 」 It's the success .

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【 End 】

Zeng rang

1 Titanium media 、 Product path 、 Everyone is a product manager and many other venture capital 、 Top 10 authors of science and technology website of the year ;

2 Judge of Huxiao Award ;

3 The writer ：【 Mobile Internet + Business opportunities in the new normal 】 Best selling author ;

4 《 China business daily 》《 Business community 》《 Business Review 》《 Sales and marketing 》 Wait for nearly ten newspapers 、 Magazine commentator ;

5 Titanium media 、36kr、 Tiger sniffing 、 Interface 、 Surging news and so on 80 Columnist ;

6 “ Brain artist ”（ Brain craftsman ） Concept proposer , Now it has evolved into “ We-Media ”, Become an industry ;

7 Tencent all media school honorary tutor 、 Communication consultant of many technology intelligence companies .