Do you remember the article that Uncle Ni wrote about a year ago?"Among the three major pieces of Double 11, why is there it?".》。
At that time, I had a deep feeling for the "big" consumption characteristics of Double 11, and second, I had an insight into the brands that could run out of a node promotion like Double 11.
A brief recap of the core conclusions:
1.People's consumption level is showing an upward trend;The intelligent experience that people can enjoy is better;Dishwashers, smart toilets and ergonomic chairs have become the "new three major items" for young Chinese families. The new three major piecesRemovedProperty attributesIt corresponds to the continuous upgrading of the needs of contemporary precise target groups.
2.As one of the "new three major pieces", the ergonomic chair solves a common problem - young people, sedentary professionals need a better chair to "support the waist" with lumbar spine problems. Not only is the market growing rapidly, but the user search index is also rising. According to the data, the market size of the office chair track in 2020 was about 26.5 billion yuan, and by 2026, this scale is expected to exceed 37 billion yuan. In such a huge market to choose a favorite ergonomic chair, how will you choose?
3.Yongyi ergonomic chair is precisely aimed at the pain points of consumption, and adopts many innovative patented technologies to solve the pain points. For example, XY double-back linkage structure;Adaptive chassis, automatically sensing weight, adjusting chair reclining resistance;Full chair BIFMA safety certification;Yongyi has been established for 23 years and has been focusing on the ergonomics industry. MentionedBrace, thinksYongyi, withBrand is categoryreal-world advantages.
A "Yongyi" ergonomic chair, there are so many "doorways" behind it, in essence, China's original science and technology has entered the positive track of accumulation, and the best of them have a lot to do on this track.
This year's Double 11, Yongyi is really out of the circle again. Uncle Ni sighed again: I didn't misread you!
This is the victory of Yongyi, but also the victory of professional technology and user experience.
This double 11, how popular Yongyi is.
In the past Double 11, Yongyi can be said to be the most ferocious brand in the same industry.
The data shows that on all major platforms on the whole network, Yongyi physical engineering chairs have been sold out. Represented by the popular product flow550 and the popular category "waist chair", Yongyi "kills the Quartet".
During this year's Double 11, the sales of Yongyi waist chairs on Douyin increased by 6275% year-on-year, and the industry growth rate was TOP1In the Tmall computer chair category, the year-on-year growth was 22691%, the industry growth rate TOP1;The turnover in JD.com increased by 206 year-on-year6%, the industry growth rate TOP1;flow550 ranked TOP1 in the Douyin seat category of good goods list;ACT100 is in the Tmall computer chair category pre-sale list + new product list TOP1;Walker Pro has a sales volume of 500-600 yuan in the Jingdong computer chair category, and the sales volume is ...... TOP1
As the first listed company in the chair industry in China, Yongyi has achieved the first place in the industry growth rate on mainstream e-commerce platforms such as Douyin, Tmall, and Jingdong this year, which is worthy of its nameAhead of the curve
A good product, you can speak. Yongyi waist chair is such a product, Uncle Ni from the perspective of a "sedentary professional", this ergonomic chair is good
First, mature professional technology. Yongyi was founded in 2001, and has applied for a total of 1,587 patents for ergonomic chairs in the past 23 yearsSupporting technologyKey breakthroughs have been made, and a total of 108 lumbar spine related patent applications have been filed. It is understood that in 2010, Yongyi and the Innovation Laboratory of Zhejiang University jointly developed adaptive chassis systems, and by 2023, a total of 10 sets of adaptive chassis systems will be developed.
Second, detailed insights into user behavior in nuanced and comprehensive scenarios. How does good technology translate into good experiences?This is a core problem that Yongyi support chair has been continuously solving, in other words, technology is the chassis, experience is the terminal, whether the product is good or has to use the product people have the final say, in this case, starting from consumers, insight into everyone's real pain points and needs, it has become the starting point of good products.
Yongyi has conducted long-term and in-depth detailed research on the scenes, Xi, pain points and other details of consumers' use of waist chairs, and finally transformed into a unanimously praised use experience, and the industry growth rate TOP1 of the major platforms of Double 11 does not come out of thin air, but is the result of good products being voted by consumers with their feet.
For example, flow550, a popular product, has insight and adaptation to the use scenarios of sedentary professional users - comfortable and refreshing, effective support for the waist;The brand vision will be tilted at 12 degrees, which is the angle of the comfortable sitting position of the human bodyUnder the accurate and in-depth insight, Yongyi has built the flow follow-up support platform based on the core support technology that it has mastered for many years, which fundamentally solves the problem of waist suspension under dynamic sitting posture and improves the performance of waist support in any sitting position by 100%. In terms of user experience, the real feeling of twisting and wrapping around the waist pillow, just like your lover's hands to support your waist at any time, provides wonderful emotional value in addition to the use value.
Third, the strong product power of domestic substitution. Yongyi's 23 years of accumulated technology and the ability to continuously gain insight into consumer needs and transform them into good products all reflect the strong product power of Chinese brands, with a cumulative global sales of 24 million units, which is also in line with the general trend of domestic substitution. Yongyi is at the forefront of the current wave of global consumption recovery, and provides Chinese consumers with good products with practical value and innovative value in the new competition of many big brands.
Looking at the essence through the phenomenon: what is Yongyi?
When it comes to the tide of the times of domestic substitution, what is the essence behind it?In fact, it is built on the bottom of the long river of time, which has undergone long-term accumulation, and is finally reflected in the experience, intentions and innovation at the product level, superimposed on the current huge global consumer market re-emergence and reshuffle, and the chair industry brand represented by Yongyi finally ushered in the outbreak moment of China's independent innovation power.
Clause. 1. Explosive thinking, concentrating superior resources to fight a big battle, Yongyi's "waist chair" has once again achieved the super consumer mentality of the brand as a category in this double 11.
Looking at the brand in the consumer industry, that is, the category, there must be no escape from a basic law:This brand concentrates all its superior resources to present consumers with a product that "hits the core pain point" and exceeds expectations.
Last year, Uncle Ni's tail spine had a small condition, and the diagnosis was caused by long-term sitting, and the doctor suggested that on the one hand, he should go out more activities, and on the other hand, he must change a suitable chair. Doctors have seen too many of these situations, so the diagnosis and treatment advice given is also familiar, which fully shows that the scale of the population in this era due to physical discomfort caused by sitting for a long time has been very huge.
This is the objective reality of the pain point of "support", and there are enough people to urgently need the category of "support". If you can do the best in this category - exceed expectations, you can achieve "brand as category". During this year's Double 11, the waist-support chair has become a product that Yongyi has brought to consumers beyond expectations.
The popular product of the waist chair is essentially focusing on the core pain point of the current consumer group of "sedentary professionals" "lumbar spine problems", and this relatively abstract pain point in the minds of the public has established a strong correlation with the concrete product of the waist chair.
A chair is not only a seat, but also a productivity tool for professionals: Uncle Ni, as a creator who works at his desk all year round, is desperate for productivity tools that help produce high-quality content. It's no exaggeration to say that most of the time, a high-quality piece of content is born thanks to a thoughtful productivity tool.
Clause. Second, to consolidate the foundation of science and technology, the ceiling of the industry is "far away", and the growth space is endless.
Yongyi concentrated on doing one thing "scientific and technological innovation", so the ceiling of a seemingly "ordinary" ergonomic chair was infinitely pushed up.
Yongyi represents not only "Made in China", but also "Chinese science and technology" to the next era. Whether it is performance growth or technological innovation, the imagination space of this brand is huge.
Clause. 3. Consumer-centric and continue to transform technology into user experience, the market performance is "far ahead".
People with lumbar and cervical spine problems are showing a younger trend. Today's young people are under great pressure, and the pressure on the lumbar and cervical spine is also great, and the popularity of electronic products has made more young people sit at the table early and start their "social animal" career, ** to write, homework to change, drawings to draw ......Each of them is fighting against his young back. Professionals understand that an ergonomic chair is not just a place to sit comfortably, but also an infrastructure that ensures you can do your job efficiently and stay healthy. In addition to writers like Uncle Ni, there are also programmers, designers, data researchers, etc., and more than 90% of the time of "sedentary professionals" in their work is actually tied to a chair.
Yongyi sees this pain point and has the ability to solve it. Yongyi is a partner of many world-renowned furniture brands, which means that it has a guaranteed depth of understanding and application of the popular concept of ergonomics. The ergonomic seat with adaptive technology has a differentiated value compared with traditional chassis seats: the user experience is improved, the sitting feeling is more comfortable, the sitting posture is more free, and no matter what angle can help users reduce the burden on the spine and make the ergonomic chair adapt to the user's needs.
In this era, there is no lack of smart brains, nor is there a lack of persistent persistence, but the sustainable development of high-quality products based on innovation and experience is still a big gap, and the story of Yongyi has walked out of a very enlightening trajectory:
If all innovation is anchored by user experience, the strong mind of the brand as a category will be strengthened day by day, because the brand's products will have surging vitality if they meet the real needs and future imagination of consumers.