In 2023, the home appliance market will pick up. Easy-to-build building blocks help LG Electronics create an online VR virtual showroom and create a new O2O marketing of home appliances with 3D visualization
According to the total data released by AVC, the retail sales of China’s home appliance market (excluding 3C) in 2022 will be 708.1 billion yuan, a year-on-year decrease of 7.4%. The reasons behind the decline include the downturn of the real estate market, the decline in consumers’ willingness to consume, the increase in the cost of the industrial chain, and the increase in market penetration. The golden development bonus period of the home appliance industry for nearly two decades is coming to an end, and the industry will usher in a development bottleneck period.
And entering 2023, with the emergence of favorable factors such as the slowdown of the epidemic, the recovery of the real estate market, and the normalization of social and economic life, some institutions predict that China’s home appliance market will usher in deterministic growth in 2023. So how can home appliance companies seize the favorable opportunities, quickly break through the situation, and get out of the bottleneck period of development? The main thing is to carry out product and marketing layout around the consumer psychology and consumer demand of the consumer group.
According to the “Research Report on Digital Consumer Trends of Home Appliances in 2022” (hereinafter referred to as the “Report”) released by iResearch, it is pointed out that in the past two years, affected by the changes in consumer demographics, such as the focus on product visualization, appearance and purchase experience. The rise of the Z generation is in the slow-growing home appliance market, and new products and marketing innovations are needed to break the sales dilemma.
As consumers’ attention and demand for home appliances change, their focus on products and technologies shifts, and they begin to shift from practical basic functions to product appearance and characteristic application scenarios. Then, in terms of product development and production In terms of marketing, it is necessary to build a diversified market and a variety of brands for different consumer groups, and launch new categories that can better touch the itching and pain points of users. As far as product marketing and promotion is concerned, in 2023, traditional home appliance companies can combine the functional characteristics of products, optimize product experience methods, and upgrade product application scenarios to gain more market recognition.
In fact, giants in the home appliance industry have already taken action. Some giants have begun to use 3D visualization technology to start an O2O marketing model combining online and offline. For example, Gree, Midea, Samsung, LG, etc. have created online 3D visual marketing experience platforms to combine with offline physical store marketing to improve user experience and marketing conversion rate.
Take LG as an example. As early as 2020, LG launched its first large-scale online 3D virtual pavilion at IFA (International Consumer Electronics Fair in Berlin, Germany) to showcase LG’s latest technology products. LG believes that if it is only displayed at a traditional press conference, it will seem a bit boring. LG hopes to make consumers interested in the company’s products by creating 3D interactive scenes and content, so as to better understand the performance of the products.
(LG launched its first large-scale online 3D virtual pavilion at IFA 2020)
LG Electronics, a subsidiary of LG, also set up an online 3D virtual showroom to display its products when facing the Chinese market. It is the domestic full-stack 3D digital solution provider Building Blocks that builds an online 3D virtual showroom for LG Electronics for online product display.
Building Blocks has created a large-scale online 3D virtual exhibition hall for LG Electronics. The exhibition hall is divided into living room, bedroom, dining room, game experience area, living room, laundry room and other areas. Through the 3D dynamic interaction of products, LG TVs are displayed for the audience. , washing machines, beauty instruments, refrigerators, air purifiers and other home appliances.
(Easy Building Blocks created a large-scale online 3D virtual showroom for LG Electronics)
1. Home applianceshigh precision3D modeling,Create interactive 3D product models,720° all-round presentationproduct
The key to realizing online 3D visualization and immersive marketing is to turn products into 3D stereoscopic and interactive displays. Therefore, in the process of creating an online 3D digital exhibition solution for LG, Building Blocks has carried out high-precision 3D modeling for hundreds of new home appliances of LG, and created interactive 3D three-dimensional product models through the 51 modeling network.
(High-precision 3D modeling of products to create interactive 3D three-dimensional product models)
When users want to know about a certain product, they can view the 3D model of the product at 720° by dragging and dropping, understand the product details, and further understand the configuration parameters and performance characteristics of the product through the hotspots of the product model.
Compared with the traditional 2D planar product introduction method, the 3D three-dimensional interactive product display method created by Building Blocks for LG Electronics, on the one hand, can make consumers actively interested in the product and enhance the interaction with the product On the other hand, consumers can get in touch with and understand products more intuitively, such as visiting offline stores to experience products, thereby improving the communication efficiency of product sales.
2. Create a diverseVR virtual 3D model room,The whole house matching scheme allows users to pack and take away with one click
In addition to creating interactive 3D three-dimensional product models, the 3D digital scene marketing platform Shichuang Yunzhan, a subsidiary of Jimu Yida, has built an online 3D virtual exhibition hall for LG Electronics. In the online 3D virtual exhibition hall of LG Electronics, Vision Cloud Exhibition also created a variety of VR virtual 3D model rooms for different product usage scenarios, allowing 3D product models to be presented in real usage scenarios.
For example, for restaurant home appliances, an open restaurant 3D model room is created, where various 3D product models of restaurant appliances are placed; for bedroom electrical products, a bedroom 3D model room is built; for game electronic products, a game room 3D is built Model room, etc. Through the creation of 3D model rooms for different usage scenarios, users can have specific usage scenarios for the product as a reference.
(Laundry room 3D model room)
(Game room 3D model room)
At the same time, through the brand-new 3D digital scene exhibition and sales method of “product 3D three-dimensional interactive display + voice explanation + virtual 3D model room”, consumers can have the same experience as visiting a physical store from product selection, collocation plan, purchase and other links. shopping experience.
(LG Electronics 3D virtual exhibition space allows consumers to have a shopping experience like visiting a physical store)
In addition, by creating different VR virtual 3D model rooms and integrating a variety of products into the scene for customers to browse, while improving the purchase conversion rate of a single product, it also indirectly taps the potential needs of consumers. Users can view the collocation and use of various products in the 3D model room, and even pack and take away the collocation plan of the whole house to increase the unit price of customers.
3. Online 3D virtual exhibition hall + offline stores to create an “online + offline” O2O marketing model to achieve cost reduction and efficiency increase
The iResearch report also shows that currently, for digital home appliances, the most important change in consumer experience for consumers is the maturity of the O2O channel model, and the generation Z has gradually formed a dual-line purchase habit of “online + offline”. This also means that in the home appliance industry, if companies can connect online and offline channels, they will be able to break through the limitations of offline stores in terms of time, region, and area, and realize mass product display, thereby reducing the cost of opening stores offline. , improve floor efficiency, and create a new consumer experience for offline stores.
(iResearch: The growth of online consumption will slow down, and offline sales will pick up)
Different from the offline physical store display, the online 3D virtual exhibition hall has unlimited number of products displayed, and can also operate 24 hours a day, breaking through the limitations of offline stores in terms of time, region, area, and display. Building Blocks is an online 3D virtual exhibition hall created by LG Electronics, which allows offline store consumers to see more products and usage scenarios through the online 3D virtual exhibition hall after entering the store. There are many collocation schemes, so as to choose the products you like, and improve the sales conversion rate of offline stores.
(LG Electronics’ online 3D virtual exhibition hall is combined with offline physical stores to create an O2O marketing model)
In addition, the online 3D virtual exhibition hall can also access online VR live broadcast, virtual customer service and various promotional activities and other marketing value-added functions. LG Electronics can use the product online 3D virtual exhibition hall to launch multiple themed marketing experiences in combination with marketing plans Activity.
Integrating online 3D virtual showrooms or digital stores with offline physical store channels to create an “online + offline” O2O marketing model, for LG Electronics, can not only reduce the operating expansion costs of offline physical stores, but also Promote the conversion of transactions and create brand differentiation competition.
Entering 2023, although the overall environment of the home appliance market has picked up, the market development trend is improving. However, the pressure faced by home appliance companies still exists. Home appliance manufacturers need to think about how to break through market bottlenecks and find new growth in the stock market based on consumer needs and changes in consumer psychology.
Building Blocks is a comprehensive solution for 3D digital exhibition and sales of home appliances created by LG Electronics. By integrating massive 3D product models, 3D digital scenes, and virtual customer service, it realizes “3D three-dimensional interactive products + 3D digitalization on the cloud” on the Web side. The new retail model of home appliances, which combines display + immersive experience + marketing, is worth referring to.