High-end kitchen electricity market brand marketing upgrade

High-end kitchen electricity market brand marketing upgrade With the gradual recovery of China's housing market, China's home appliance industry regained its fast-growing channel in 2013, especially the high-end kitchen and electric appliances market has grown rapidly and has great potential for development. The "White Book on China's Kitchen Electricity Industry 2013" recently released also pointed out that the high-end trend of kitchen appliances is obvious, and individual consumer trends of Chinese consumers are also gradually emerging. In the next few years, high-end kitchen appliances will become the continuous growth point of the Chinese home appliance market. .

The optimism of the Chinese home appliance market for the high-end kitchen appliance market has also aggravated the “high-end battle” among brands. So, for major brands, where is the key point of this “high-end kitchen electric competition”? What are the highlights of the high-end kitchen electricity market in 2014? We may wish to interpret it from the newly released “White Paper on China Kitchen Industry 2013”.

High-end kitchen electricity market needs guidance

In developed countries in Europe, a family with a median income or above has spent as much as tens of thousands of euros on appliances in the kitchen. China's high-end consumer groups also have certain consumer demand for high-end appliances. However, this demand is not clear. Guiding the changes in the concept of high-end consumers in China is a necessary step for the development of the high-end market. It is also the major leading brands of high-end kitchen appliances that need to overcome the need to overcome it. Highlands.

In terms of the brand structure, Fangtai, Haier and Boss ranked top in the kitchen appliance brand, followed by other well-known brands. Siemens Kitchen Appliances has been developing steadily since 2013. Arda continues to increase the breadth and depth of its development in China and has a good momentum. It is imperative that Electrolux re-adjusts its strategy in China to return to the high end.

Personalized consumer trends rise, or become a new selling point in the kitchen appliance market

For consumers represented by the younger generation, flaunting individuality has become an indispensable element in their consumption. When consumers buy kitchen appliances, they want to integrate more personalized things, not just follow the established style of the brand.

In order to meet the personalized consumer trends in the Chinese market, Arda, the high-end kitchen appliance brand, pioneered the concept of free and casual kitchen appliances in China, and launched the 45CM full touch that can be freely combined. The embedded product line breaks through the limitations of embedded products. Coincidentally, the Bosch Siemens Group, which has always emphasized the standardization of embedded kitchen appliances, has also launched a series of products that are freely configurable in terms of function, color, and appearance for Chinese consumers. From this point of view, "personality" will become a highlight of the high-end kitchen and electric appliance market in 2014.

Emotional marketing weakens product appeal and brand philosophy is further upgraded

High-end kitchen appliances have always been regarded as an interpretation and display of a high-quality lifestyle, and of course, they have been given more emotional elements. In 2013, Fang Tai and the owner of the electric appliance invariably played the "warm-sense care" and "love of rice" this kind of warmth card, the kitchen appliances and Chinese consumers' emotional appeal. Siemens and Arda are paying more attention to the promotion of the concept of European lifestyle. By satisfying the urgent needs of the consumer spirit, the premium and value of the brand are reduced, the demand for products is weakened, and the emotional elements of the brand are interpreted more.

Whether it is playing warm cards or advocating a high-quality lifestyle, the prelude to the upgrade of this high-end kitchen electric brand marketing campaign has begun. To sum up, grasping the mainstream of high-end kitchen and electric products development and satisfying consumers' individual needs, and constantly guiding Chinese consumers in understanding high-end kitchen appliances will become the focus of major high-end kitchen and electric brands in 2014. With the in-depth development of the high-end kitchen appliance market in China, the market structure of high-end kitchen and electric brands will become more apparent. In the future, other brands want to enter the high-end kitchen power market through traditional channels, and the threshold is extremely high.

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