618 deep resumption: Haier Zhijia's winning methodology

2022 Year of 618 The curtain is long over .

After years of practice , Many businesses are 618 The playing method during this period has been perfect , Exposure drainage during preheating period 、 The madness in the outbreak period 、 Online and offline joint coverage , All of them stimulate consumers' purchase desire with diversified marketing 、 Get through the new purchase path .

The final result can only be said to be unsatisfactory . The turnover of several e-commerce platforms did not exceed expectations , Many brands lack surprises in sales , Even some leading brands have handed over a report card less than that of previous years . It is precisely Haier Zhijia who deeply cultivates the wisdom scene , It has become one of the few “ Winner ”.

5 month 31 It began broadcasting for half an hour on the evening of the th , Haier Zhijia won JD 、 Tmall 、 Suning e-buy 、 The sales volume of Gome and other channels ranks first in the whole network ; wait until 618 After the official conclusion of the event , Haier Zhijia bucked the trend and grew 23% Beat the industry , And got the refrigerator 、 Washing machine 、 Heater 、 Refrigerators and other categories rank first in the whole network .

What did Haier Zhijia do right ？ It must be a problem that many people want to understand , Here from the consumer group 、 The three dimensions of marketing path and brand concept are disassembled one by one .

01 Deep segmentation of target population
For this session 618“ Dumb fire ” Why , The outside world is not lack of reasonable explanation .

One way of saying is 618 More and more players are participating , It used to be Ali 、 Jingdong and a few other platforms , Now Tiktok has poured in 、 Kwai and a steady stream of rookies , So that the flow is more and more dispersed , The platform is forced to lengthen the activity cycle , To some extent, it is flattened 618 The crest of the wave .

Another view is that in the context of the frequent occurrence of black swans , We are entering the third consumption era , That is, the era of the rise of emerging consumer goods , Different from the rough operation of mass production and mass consumption in the past , The third consumption era is a more finely divided era , It will have a far-reaching impact on the competition pattern of all walks of life .

These statements can be justified to some extent , And all reveal a basic consumption phenomenon , That is, the flood type price war is no longer applicable , In a highly competitive market situation , The segmentation of consumers in circles has become an irreversible industry trend .

Haier smart home, which is firmly in the leading position in the global market, seems to be aware of this , Subdivide the target population into four circles , And have a precise insight into the demands of different circles ：

First, exquisite lazy people . In the context of the Internet ,“ Lazy house ” It's not a negative word , But the pursuit of convenience 、 Light weight 、 Fast and easy to operate consumption experience .

The second is the fashionable and beautiful people . They are at the forefront of fashion consumption , Design of products 、 Experience has almost stringent requirements , At the same time, consumer demand is family centered .

Third, people with health quality . Compared with pure material satisfaction , This kind of people pay more attention to spiritual enrichment , Pursue a healthy life philosophy , Will not blindly pursue brand and price .

Fourth, the crowd of trendy players . One “ new ” Words and a “ tide ” word , It is enough to accurately summarize this kind of people , The age group is usually 95 After the main , Willing to “ love ” Check .

You can see , Haier Zhijia has made great efforts in the division of target groups , We have conducted in-depth research on the needs and characteristics of each segment of the population . After all, after years of extensive growth , The domestic economy and consumption have entered the stage of intensive cultivation , Especially the seamless penetration of the Internet , Let the scattered consumption demands converge again and then divert , Similar consumption ideas 、 Similar values 、 People with similar age groups gradually form their own circles , And the progress in technology and organizational efficiency , It also provides the possibility for the brand to meet the needs of segmentation .

While subdividing the target population , Haier Zhijia has launched a long must buy list , Cover refrigerator 、 Kitchen electricity 、 Wash and protect 、 Air conditioner 、 TV and other categories . If we choose the right target group and customize it to meet the needs , It is the first step to detonate the market , The second step is to find the right marketing path .

02 Two dimensions inspire empathy
After more than ten years of e-commerce promotion , There is no lack of corresponding methodology in the industry .

For example, the consumption of planting grass advocated a few years ago . First, plant grass for consumers through early content output , Then stimulate consumers' desire to buy through reasonable promotion , Finally, find the right opportunity to pull weeds . In the past few years , Such a marketing concept can be said to have been tried repeatedly , It's also 618 During the most common marketing .

Another example is wild consumption that inspires empathy among consumers . Whether it's hongxingerke, who became popular last year because of donated materials , Or the honeysnow ice city that relies on magic music , Can be classified into the category of wild consumption . People tend to spend impulsively because of the release of emotions , But the momentum is not sustainable , The corresponding case is also difficult to copy .

Haier Zhijia's entry point is not surprising , The path taken is to inspire users' empathy . Understanding of empathy , The most famous view is that of jobs ：“ Know what they want earlier than people , It's our job .”

And how to stimulate the empathy of consumers , Haier Zhijia has two answers ：

First, focus on user experience . This is an old saying , But it's the most difficult pain , Because it is difficult for most brands to think from the standpoint of consumers , Scientific and technological innovation that seems to be devoted to research and development , The result is often out of focus with the actual needs of consumers .

stay 618 Haier, which sold well during the period 501 The refrigerator , It can be said to be the best interpretation of empathy . Most refrigerators are designed for rear cooling , But most family refrigerators are placed against the wall , Have to leave a certain amount of heat dissipation space , haier 501 The choice of refrigerator is front cooling , Consumers can place refrigerators next to the wall , It saves some cramped kitchen space , It also improves the cooling effect of the refrigerator .

The second is to innovate around user value . The replacement cycle of household appliances is often more than five years , Some brands in order to drive users to replace consumption , The most common way is to innovate for the sake of innovation . Haier Zhijia has abandoned the traditional bad habits of the industry , Bundle innovation with user value .

Examples that can be found are casadi ice . In some people's cognition , Ice bar is not inferior to just needed products , But casadi ice bar has deeply reconstructed the product value , It is not only the only one in the industry 12℃ Warm storage function , Also carry the 7 Nuclear membrane moisturizing technology and ethylene removal module . For users , The functions of casadi ice bar and refrigerator are different , Firmly grasp the trendy players “ Keep fresh ” need .

To sum up , Haier Zhijia's thinking is not complicated , It's nothing more than finding a segmented target group , Then build the products they need based on empathy , The role of marketing is simply to establish a connection between brands and consumers , It is by no means forcing products onto consumers . Is not so much “ To persuade ” Consumer marketing , Rather, it is a competition for user value .

03 “ Smart and trendy ” The way of life
Because the original intention of Haier Zhijia is not sales , It's about delivering “ Smart and trendy ” The way of life .

If you dig deeper , Haier Zhijia has been insisting “ Third tier brands ” strategic , That is, high-end brands 、 Scene brand and ecological brand , Among them, the core representative of high-end brands is Casati , The ability of scene brand comes from “ Three winged bird ”, Ecological brand represents a kind of smart life .

Compared with Casati's industry popularity , Some people may be a little strange to the three winged bird platform . As the first scene brand under Haier Zhijia , Three winged birds provide a balcony for users 、 The kitchen 、 A living room 、 Shower Room 、 Bedroom 、 The whole scene smart plan including the whole house air and one-stop service , It breaks the limitation of selling household appliances alone in the past , We have explored an intelligent lifestyle around user needs .

Just like the circle segmentation on the target population , The lifestyle of Haier Zhijia is not single , It can also be abstracted into four dimensions of intelligence ：

“ wisdom ” It is an active and considerate intelligent service . Wisdom is not synonymous with voice operation or mobile phone control , But an active service . It's like clothes that the refined lazy people have saved for a week , With the help of Haier XianMei washing and drying suit, you don't need to dry one by one , Instead, it can be worn directly after washing .

“ boring ” It's a colorful family life . What fashionable and beautiful people pursue is not ordinary housewives , Daily life can also be interesting , Even when cooking in the kitchen , Haier Zhijia's refrigerator can catch up 、 listen to the music 、 tell jokes , Every second of life will be interesting with the company of Haier Zhijia .

“ new ” Advocate changing the traditional concept of life .“ Health quality ” The impression of should not stay in “ Soak medlar in a mug ” Health preservation view , It can automatically identify the problems faced by clothes BlingBling Color loader , It can also be a Casati water purifier that retains trace elements needed by the human body , Life needs new technology 、 New species refresh .

“ tide ” As the name suggests, it is a fashionable attitude towards life . Just like the color matching of the refrigerator should not only have a single metallic color , The ice glaze pattern element of the blue glazed through ear porcelain bottle of the Southern Song Dynasty official kiln can also appear on the refrigerator ; Dishwashers are no longer bound by single-sided washing , Double flow up and down is also an option …… National tide 、 Black technology and so on “ tide ” The composition of .

Behind these pronouns , Haier Zhijia's purpose is not to deliver goods “ sell-out ”, But how to put users “ Stay here ”, Use lifestyle to influence the new generation of young people .

So far at least , Some brands in the market have not found a way to communicate with young people , Still regard celebrity endorsement as the marketing focus , Make some products that don't hurt or itch to let consumers “ Pay for love ”. However, common sense that cannot be underestimated is , Consumers can only be affected , Cannot be persuaded , The impact will converge , Persuasion will resist . This is mostly Haier Zhijia 618 The secret of the brilliant in .

04 At the end
618 It's already over. , But the road of brand marketing has no end .

An e-commerce promotion is tepid , Maybe it's not too bad news , At least it can intensify the awakening inside and outside the industry , Re recognize the changes in the consumer market . At least Haier Zhijia has given a demonstration , In use “ Smart and trendy ” The four trumps set off a new trend of smart life , Write a new paradigm for brand survival .