Kunpeng Project
Produced by |Bullet Finance.
Author |Mandarin.
Edit |Lightning.
American Editor |Qianqian.
Audit |Ode.
On the "** highland" of brand traffic in the Spring Festival Gala, when "The Song of Leo" sounded, the collective memories of several generations of Haier brothers reached the highest value. In the Spring Festival Gala spin-off program "Next Stop Spring Festival Gala" broadcast the day before, Haier Smart Home scene brand Three-winged Bird interacted with the interesting scenes of stars such as the annual super IP "Flowers" and the 2024 "Four Beauties of the Spring Festival Gala", which also showed the good strength of Haier Smart Home's content marketing.
Such a combination of punches finally made Haier Smart Home "kill crazy" at the Spring Festival marketing node and go out of the circle.
Since the broadcast of the first Spring Festival Gala in 1983, the Spring Festival Gala has become the largest and most widely watched variety show. It can be said that its influence has long covered the world, and it is an indispensable "New Year's custom" for Chinese people and even Chinese people around the world.
The CCTV Spring Festival Gala of the Year of the Dragon in 2024 is the first Spring Festival Gala after returning to normal, and its ratings hit a new high, not only equaling the peak ratings of last year's Spring Festival Gala in the Year of the Rabbit in only 8 minutes, but also the average rating reached 295%, an increase of nearly 5 percentage points from the Spring Festival Gala in the Year of the Rabbit, and the peak ratings also stood at the peak, reaching 3469% level.
In such a stage of brand competition, if brands want to play new tricks and occupy the minds of the audience, they must either rely on "money ability" sponsorship or super content marketing capabilities.
Obviously, Haier Smart Home belongs to the latter.
"Next Stop Spring Festival Gala" is a derivative program of the Spring Festival Gala, with the theme of Spring Festival Gala warm-up, and will be broadcast simultaneously on CCTV News, CCTV**, CCTV Literature and Art and other central media matrices. In the program, the stars gathered to send New Year's greetings to friends across the country.
Liu Tao, Liu Shishi, Li Mi, and Guan Xiaotong gathered in the Three-winged Bird Kitchen to recall the taste of childhood and taste the fruit tea made of strontium-rich mineral water; Huang Xiyan and Hou Wenyuan, who were popular last year's "Fengshen Men's Group", shared the new posture of "Qi Shun Nafu" in the New Year at the show this time, and felt the comfortable soft breeze of the twin towers of "blowing the face and not chilling the willow wind"; "Ten diligent days" gathered in Haier's smart kitchen, and with the blessing of the buff of Casarte's integrated steaming and baking machine, the Chinese New Year's Eve rice easily realized the wish ...... of "eating from the sea without getting fat" in the New Year
The audience is more looking forward to the gathering of the crew of "Flowers", in "Next Stop Spring Festival Gala", Hu Ge, Tang Yan, Xin Zhilei, and Chen Long gathered in Haier Three-winged Bird Smart Kitchen to eat Chinese New Year's Eve dinner and chat about homely things, so that a group of drama fans have stars in their eyes and soothe the "difficult to peace" in the play.
With the end of the "Next Stop Spring Festival Gala" program, 30+ stars created 19 hot searches in the three-winged bird smart space, and the program occupied the first place on the variety show list, with a total reading volume of 167.8 billion.
It can be seen that through the ingenious implantation of content and scenes, Haier Smart Home has already seized the highland of Spring Festival traffic - through the smart scene created by Haier Three-winged Bird, the audience has a more concrete perception of the brand proposition of "Smooth Wind and Smooth New Year". At the same time, it also makes the program a large-scale grass planting site for the brand, highlighting the close connection between Haier Smart Home and the good life of the Chinese people.
Of course, when it came to the highlight of the Spring Festival Gala, the debut of "Leo's Song" in "We Grew Up Watching Cartoons", the Haier brothers instantly triggered a wave of "memory killing". The audience sitting around the TV, almost all three generations, the old, middle and young generations, are familiar with this song, and they unconsciously hum along.
This wave of operations has completed the experience of providing emotional value for the audience, strengthening emotions and realizing emotions, and further strengthening the user mentality of Haier Smart Home, a well-known brand. Young people's perception of Haier's smart home has also risen from recollection, recognition, and appreciation to appreciation.
With the vigorous social economy and the diversification of industrial development, young people's consumption desires are easily satisfied in the era of material abundance and convenience, and they are more willing to pursue high-level experience needs. And these experiences are closely related to their feelings and emotions.
This is especially true when it comes to home-related consumption. This also means that all home appliance brands can no longer simply provide sensory system communication as in the past, but should be more in line with the "new senses" and "new experiences" of young people, so as to create a multi-dimensional and multi-level sense of experience.
In 2023, relaxation will be the buzzword of the year. Many brands take advantage of the situation to create a "sense of relaxation". Lazy hair, unpolished makeup, and fireworks ...... the home sceneAs the Spring Festival holiday and Spring Festival Gala with the most fireworks and relaxation, it is precisely the best scene that reflects the brand's sense of relaxation, atmosphere and experience. Just imagine, the whole family sits around the TV together in the **Spring Festival Gala, chatting about family life, and reminiscing about the New Year's flavor of childhood; The stars appeared in the smart kitchen of Haier Three-winged Bird, integrating the aura of the characters with the emotions of the real actors, and such an extreme sense of relaxation made the audience have to love.
This kind of experience is exactly the experience that Haier Smart Home has created after gaining insight into the new needs of young consumer groups.
In the past, consumers may have bought refrigerators based on their need for freshness, but now they are considering whether they can provide different lock-in temperatures for different fruits, vegetables or meats to ensure the best taste. In the past, the selection of washing machines may only consider whether it can be cleaned and the quality of the products can be passed, but now it is necessary to consider whether it can wash high-end clothes and whether it can be dried. In the past, people may only need to buy a single home appliance, but now they need to consider the overall style of the home, intelligence or one-stop service.
In order to meet the different needs of consumers, Haier Smart Home has been evolving, such as Casarte to meet high-end taste, and smart solutions for all scenarios, such as smart living rooms, smart bedrooms, smart kitchens, etc.
It can be seen that in recent years, Haier Smart Home not only provides consumers with more suitable products on the product side, but also delivers value to consumers, and makes it easier for consumers to buy home appliances and more experiential through high-tech product technology leadership and full-scene solutions.
As Xu Meng, Vice President and General Manager of Haier Smart Home China, said, "Whoever is close to the user is the user's first choice." "Looking at the growth trend of Haier Smart Home in recent years, a very important reason is that Haier Smart Home is always close to users and constantly pursues to improve user experience.
Back to this year's Spring Festival marketing, Haier Smart Home cleverly combines the relaxation of the Spring Festival, the audience's sense of experience, and the audience's love for the popular IP of the year, so as to present consumers with a great sense of experience and substitution. On the surface, it is Haier Smart Home's marketing method, but behind it is Haier Smart Home's emphasis and efforts on user experience.
As the saying goes, the people live on food. In daily life, eating is people's daily top priority. In "Next Stop Spring Festival Gala", the construction of Haier Zhijia's three-winged bird smart kitchen scene can be said to cater to this focus of Chinese daily life.
In China's 5,000-year-old splendid civilization, the kitchen has always played an important role in food culture. As an important position for cooking food, the position of the kitchen in the hearts of the Chinese people can be imagined.
With the advancement of technology, the shape of the Chinese kitchen is also constantly evolving. From the clay stove in the 80s, the prototype of the modern kitchen in the early 90s, to the overall kitchen that appeared in the 00s, and then to the quality kitchen in 2020, a history of the evolution of family kitchens is a witness to the continuous improvement of people's quality of life.
Nowadays, the Chinese people's kitchen is no longer a battlefield for one person, but also a multi-functional and comfortable space, and people's labor in the kitchen has become easier, and at the same time, there is a sense of quality, ritual and experience.
In this context, Haier Smart Home has accompanied consumers to spend an unforgettable New Year with integrated marketing creative methods such as differentiated insights, personalized content, immersive scenes, and cross-screen interaction, and has become a classic of the integration of quality and efficiency in the 2024 Lunar New Year marketing.
The big IP of the Spring Festival Gala has become the word-of-mouth accumulated by Haier Smart Home with social interaction, and it has also seized the minds of users in advance in this New Year's marketing campaign, creating a more reputable brand image and a brand positioning that can better enter the hearts of the public.
Of course, all of this is based on products, which is also the foundation of Haier Smart Home's development. Looking back at the development of Haier Smart Home for more than 30 years, Haier Smart Home has changed from a home appliance brand to a scene brand leader, and then to a leader who truly implements a smart and beautiful life for users.
At the beginning of January this year, data from Euromonitor International, the world's authoritative research agency, showed that in 2023, Haier ranked first in the retail volume of the world's largest household appliance brands, which is also the 15th consecutive year that Haier has sat on the top spot of this global home appliance brand. This achievement is inseparable from Haier Smart Home's insight into the evolution trend of the home appliance industry, breakthroughs from multiple key dimensions such as high-end, globalization and digitalization, as well as its emphasis on user experience and dedication behind it.
Recently, Fortune magazine announced the list of "World's Most Admired Companies" in 2023, and Haier Smart Home was once again on the list, becoming the only one in Europe and Asia in the home appliance industry. As a company selected for the list for 6 years, Haier Smart Home's brand recognition in the minds of global consumers has become increasingly solid.