Appliance companies push brand rejuvenation

With 80,90 gradually become the main force of consumer electronics market, major home appliances brands have turned to "play young", not only the product positioning more young, and even the brand image is more to meet the tastes of young people.

Not long ago, Qian Xufeng, president of Oaks Home Appliances Group, pushed two intelligent children's air conditioners to the outside world, and repeatedly emphasized that Oakes wanted to “be the youngest favorite home appliance brand”.

Before this, TCL Communication also came to sell, launched an independent Internet brand - Mody. The brand's products are positioned in the market of thousand-dollar smart phones, which are mainly sold through online channels, and are operated by its subsidiary company, Shenzhen Mody Express.

When the Internet brand “UU” was officially launched for one year, Shen Guohui, sales director of Galanz, stated that “UU” aimed at young consumers after 80 and 90. “We turn to be customized for young consumers.” Shen Guohui described young consumers as “less money, relatively weak purchasing power, but pursuing fashion”. How to move young consumers? The conclusion given by Galanz is to “get the benefits of fashion people”, shorten circulation, and create the ultimate cost-effective products for young consumers.

In fact, in recent years, many home appliance companies have launched their own Internet-specific brands for young consumers. For example: Skyworth Cool Open, Konka KKTV, Haier Commander, Changhong CHIQ and Hisense VIDAA. The original intentions of major traditional manufacturers for setting up an Internet sub-brand are almost the same: different from the original brand and product characteristics, they actively participate in the struggle for the new generation of groups in the era of mobile Internet.

According to industry insiders, the adjustment of brand strategy of major home appliances companies and the younger generation will undoubtedly become the top priority for brand upgrading in the home appliance industry. In the recovery of the home appliance market, China's home appliance industry has ushered in a new round of reconstruction period, the major home appliances companies are facing brand upgrade.

"Across the entire market, we can easily see that consumer groups are tending to be younger, and generations of consumers in the 1980s and the 1990s have gradually emerged and become the main consumers of home appliances and smart phone products." Wang Qiyang, President of TCL Communication China It is said that in the future, only younger products and brand image will continue to occupy the leading position in the market that is gradually dominated by young consumers.

Because of this, some home appliance companies such as Galanz and TCL launched a sub-brand targeted specifically at young consumers in order to “cut” existing brands.

The era of the brand "relying on the old to sell the old" is over. Moving closer to young people and seizing young consumers has become a major challenge for traditional household appliance companies in the process of Internet transition.

According to Li Dongsheng, chairman of TCL Corporation, the threat of similar Internet companies like Xiaomi is not how many products are sold, but Xiaomi is constantly absorbing young generation users after 80 and 90 years, and these users will be the mainstream consumer of the future. crowd. Former TCL multimedia CEO Hao Yi also once admitted that TCL brand awareness is very high, but began to evolve into the image of “middle-aged man”. “This is something we do not want to see, and we hope young people can understand us.”

However, for the public companies to get together to rejuvenate the brand, industry experts believe that the rejuvenation of the home appliance brand can not rely on unilateral marketing channels. It needs to be upgraded from the aspects of product experience, marketing, channel innovation, and user needs. .

In addition, the premise of brand rejuvenation still requires high quality to guarantee. With the growth of the Internet after the 80,90 consumer groups are often pursuing fashion, focus on personality, the product's entertainment, control, intelligence has a higher demand. Hong Bin, executive chairman of the China Home Appliances Commercial Association Marketing Committee, said: "Behind brand rejuvenation must focus on 'quality', which is still fundamental for home appliance companies."