Abstract: Generation Z plays an important role in the consumer market, needless to say, how to set up a market stage, brand tour, and resonance at the same frequency in the Z era are new issues faced by national fashion brands. Old map, no new continent to find. The leader of the young home appliance brand was selected into the "annual national tide new power list", becoming the only brand on the list in the home appliance industry.
Generation Z's leap to the C position in the consumer market is not a trend, but an inevitability.
The data shows that the scale of China's Generation Z exceeds 32.5 billion, and the overall consumption scale of Generation Z will grow to 16 trillion yuan by 2035. In the context of the Internet era, digital economy, and new consumption, Gen Z can leverage the huge market volume and become an important growth engine of the social economy such as new consumption and new industries.
Gen Z consumes in style. This is reflected in two ways:
First, social attributes. Gen Z will be happy because of the social attributes attached to the product, love to grow grass, share, and exchange consumption behavior for "social currency";
Second, emotional linking. Gen Z often drives physical consumption with spiritual consumption, is willing to pay for interests, and prefers products with a strong sense of emotional substitution.
How does the national tide brand enter the life circle, circle of friends, and mental circle of Generation Z?
This has become a new topic in the fields of branding, marketing, marketing, and national tide.
Old map, no new continent to find. The leader of the young home appliance brand was selected into CCTV's "Annual National Tide New Power List", becoming the only brand on the list in the home appliance industry.
Gold medal new brand.
On January 26, the 2023 annual ceremony of ** Radio and Television Station's "Gold Medal New Brand" was broadcast on CCTV2 Financial Channel, and the four annual lists were released on the spot. The leader of the young home appliance brand was selected into the "Annual National Tide New Power List", becoming the only brand on the list in the home appliance industry, along with Mengniu, Mousse, Gujia, Pinduoduo, Tencent, and Hongxing Erke.
Zhang Dan, general manager of Haier Smart Home Co., Ltd.'s leader brand in China, said when receiving the award that trendy products can achieve rapid growth in brand scale and lead the development trend of the industry. As a young home appliance brand under Haier Smart Home, Leader captures the original personality and dynamic growth needs of young people, redefines the relationship between home appliances and people with innovative "non-standard" solutions, and provides infinite possibilities for personality development for young life. In the future, LEADER will continue to be a "life development partner" for young people and accompany them to become the "protagonist of home".
* The endorsement of the "Gold Medal New Brand" of the Radio and Television Station is a supreme glory. Corresponding to the base is the leader's impressive record in 2023.
According to the data, in 2023, Leader's annual retail sales will increase by 21%, and revenue will increase by 12%.
In traditional household appliances, shouting "involution" and "lying flat", how can the leader who is determined to be a "life development partner" for young people break through the fog and ride the wind and waves?
Innovate and change, and walk with the times.
Leader's tone
Innovate and change, and walk with the times. Listen to your heart and connect with Gen Z. In the future, LEADER will continue to deepen the diverse needs of Generation Z, break through the boundaries of personalized home appliances, and write a better life for young people. ”
In the leader's official self-leader life, it is written.
Between the lines, "innovation and change", "diversified needs", and "personalized household appliances" spoiler the clues in the leader's vertical and horizontal home appliance circle.
From the leader icase small color bar refrigerator to the small Xianbei beauty refrigerator, from the small blue box twin washing and disinfection all-in-one machine, Yuanqi air conditioner to the small supercar TV, from product naming to functional design, from multiple demand insight to co-create personalized home appliances, young people have truly become the protagonists of the home. Behind it is the DNA of the original, co-created and self-created "three creations" brand flowing in the blood of LEADER.
From the perspective of the brand, from the brand transformation and upgrading in 2022 to the comprehensive renewal in 2023, Leader has run out of Leader acceleration towards Generation Z and insisting on being a "life development partner" for young people.
If you use a wide-angle lens, take an image of the leader. We have seen the panorama of the brand line of the leader brand in 2023. The author's term is summarized as "five new". Namely:
1) New image. It has been comprehensively renovated and upgraded, and is committed to becoming the preferred home appliance brand of Generation Z.
In 2023, it can be described as a butterfly change period for the leader brand to become a butterfly, and in April, the brand renewal and upgrade will be launched, a new logo will be released, and a new "3+N+X" contact system will be built.
2) New skills. Create leading technology to adapt to the free and flexible lifestyle of Generation Z.
The purpose of the "three creations" of originality, co-creation, and self-creation is to make the life of Generation Z more free and flexible. Large refrigerators take up space and cannot solve the different preferences of young people, so Leader invented a small color bar refrigerator that can be put together, which can store their favorite ingredients when placed separately; Together, they can be embedded in the home and look more beautiful. For another example, the leader energy air conditioner actively adjusts the air supply angle according to the position of the bed, and the air supply does not blow directly, which can meet the various air supply needs of users in different scenarios in their homes, and is suitable for both movement and static.
3) New Circles. Step into different circles and open up the culture and life demands of Generation Z.
In the 11th Sohu Fashion Festival where Huang Xiaoming, Ni Ni, Zheng Xiuyan and other stars gathered, as the only specially invited home appliance brand at the ceremony, this is the fashion beauty of the leader; In Milan Design Week, which brings together the world's top design concepts and top design achievements, the fresh and soft Leader iCase refrigerator expresses its own design attitude; At Wang Jiaer's Magic Man World Tour 2023-2024 Nanjing Station, Leader appeared on the scene as the only home appliance cooperative brand of the concert, bringing a super chill experience ......
4) New Field. Break the dimensional barrier and perceive the infinite excitement of real life in the virtual.
Hatsune Miku, Luo Tianyi, and Liu Yexi's virtual idols broke out of the circle and became the traffic password of the Generation Z circle. "Leadol", the first all-round ace digital partner in the home appliance industry, officially joined Leader Air Conditioner. As an all-round ace, that is, an all-round idol with good looks and who can sing and dance, a wind changer who can develop and develop, and a leader new employee who understands users, Leadol breaks the barriers of dimensional scenes, and has fans of countless Generation Z users when he debuts, and plays with young people in a diversified breathing experience in different life scenarios.
5) New friends. Make young friends and convey the colorful life of young people in different fields.
Companionship is the most affectionate confession Some people like three meals, four seasons, and fireworks as companions, while others like to "live elsewhere" and yearn for the freedom to go. For 100 young people, there are 100 lives. In August 2023, Leader launched a collection of 100 people, 100 kinds of "leader" life stories for the whole network to share the wonderful daily life related to the leader. In this multicultural present, every young person is writing their own life story in their own way. As a leader in life development partners, he uses images to leave these warm or interesting life moments to accompany and witness the excitement of more young people's growth.
If you use a telephoto lens, take some close-ups of the leader. We can find that the leader can become the password of the leader of the new forces of the national tide.
1) Product-side. In order to polish a new product package, they have visited 19 cities and in-depth cooperation with 36 partners at home and abroad; To iterate on an air-conditioning technology, they conducted a survey of 30,000 people across 23 provinces; In order to design the refrigerator that the world wants to think, they invited the world's top industrial design master Naoto Fukasawa to work together....
2) Channel side. Whether it is a head platform such as Tmall and JD.com, or an emerging channel with social functions such as Douyin and Xiaohongshu, Leader has made a differentiated layout. Especially in the official flag, Douyin and other channels actively layout the live broadcast section, boss live broadcast, celebrity linkage live broadcast, etc. are well received by Generation Z users.
3) Tissue end. Leader has set up a design team mainly composed of post-95s, full of vitality and creativity. They are the target users of the leader themselves, and they can accurately meet the needs of Gen Z when designing products. Leaders often encourage them to incorporate their own experiences and ideas into their design solutions.
4) Innovation end. Relying on the global layout of the "10+N" R&D and innovation system and eight design centers, LEADER has been able to quickly mobilize global resources to support the R&D and innovation of different new products.
The only constant in the future is change.
How to answer the question of changes in the Gen Z consumer market?
Constantly exploring new business models, creating, playing and growing together with young people is the answer sheet handed over by the leader.