The market is picking up, and the strategy of Yingxue suit is full of strength to win the new start
At the beginning of 2023, real estate rebounded, relevant favorable policies were gradually implemented, and a new round of consumption boom came. There are various signs that the overall kitchen appliance market is expected to show a recovery growth this year, and the kitchen appliance market will be revitalized again.
However, the recovery trend of the industry will definitely attract leading home appliance companies to increase their investment in kitchen space. The competition in the industry is still very fierce, and those with long-term vision have already prepared for the rainy day and are ready to deal with it: On February 26, Yingxue Kitchen Electric held the ” Fearless wind and snow work together to strive to be a new hero in the market “Yingxue Kitchen Appliances 2023 Marketing Conference and Spring New Product Launch Conference. At the meeting, Yingxue released a number of major brand strategies, launched a new set of products, source set series III, and established the Yingxue brand operator-strategic alliance, starting from multiple dimensions of strategy, products, and channels, to win the battle for the new year Lay a solid brand foundation in the kitchen appliance market.
Among them, Chairman Li Rongkun proposed the Yingxue version of the “troika” strategy: product dimension, Yingxue takes “talent” as the cornerstone, and through the configuration and reserve of the technical team, it will make every effort to tackle key product development and quality upgrades; in terms of marketing services, By improving team building, increasing business staffing and training support, we will create a more comprehensive, professional and efficient marketing service team to empower terminal sales; at the brand level, we will use the “big brand” strategy, CCTV media and regional media as the core Relying on, strengthening brand building and promotion, and continuously improving brand potential. Comprehensively enhance Yingxue’s team strength, product strength and brand strength.
Increase brand voice, use authoritative endorsement, increase investment and expand influence
How to let more consumers understand Yingxue and approach Yingxue? The answer is to let Yingxue “go” out. In recent years, Yingxue has continued to invest in the brand’s online and offline coverage and communication. At the same time, with the help of authoritative endorsement, Yingxue has helped Yingxue build a national kitchen appliance brand.
At the beginning of 2023, Yingxue Kitchen Electric once again reached a strategic cooperation with CCTV, and made a strong landing on CCTV’s CCTV-13 golden channel to build momentum for the brand. With a strong and authoritative channel, it will show the brand style of Yingxue and the “Yuan” series of kitchen appliances to hundreds of millions of consumers, and actively invest in brand communication in national-level apps such as Douyin Live, Xiaohongshu, Zhihu, etc., and accurately reach young people Consumer groups are active in the field of traffic; offline, Yingxue will continue to consolidate the layout of high-speed rail and anti-aircraft artillery outdoor advertising in many places this year, and build a high-speed rail and anti-aircraft artillery advertising matrix in Guangdong Province, empowering the nationalization and professionalization of the brand .
At the same time, in order to strengthen the brand’s competitiveness and improve the overall quality of the brand team, Yingxue has increased investment in team building, including doubling the investment in technology, improving hoods, stoves, heating, dishwashers, water purification, and integrated stoves6 The technology research and development team for large projects, and invested 600 million yuan to build a new Yingxue Group headquarters building and build fully automated production workshops for emerging categories such as integrated stoves, dishwashers, and water purifiers, with all-round upgrades in hardware, technology, teams, and management Make every effort to advance the brand to high-end and intelligent.
Set up a benchmark and use benchmarks to accelerate team building
At the meeting, chairman Li Rongkun emphasized: “Yingxue has made steady progress in the course of 26 years of struggle, and it is inseparable from excellent partners and teams. To realize the vision of ‘a century-old enterprise’, it is inseparable from the strength of the team. “In the face of a new round of market competition, Yingxue has confidence, technology, products, and achievements. Now it is necessary to enhance team cohesion and stimulate the enthusiasm and motivation of every Yingxue person.
Li Rongkun, Chairman of Yingxue Group
By establishing a benchmark market, creating a benchmark for operations, marketing teams, and shopping guides, Yingxue commends and motivates outstanding marketing teams and members, uses their power to set benchmarks, conveys their influence, and expresses their courage to fight hard spiritual core. Enhance the internal influence, and help the Yingxue team cohesion and work enthusiasm to improve.
At the same time, consumers’ brand experience largely depends on the service, business level, and professional capabilities of store personnel. With role models, the overall level of the team must be improved. Yingxue constantly improves the quality of the team, increases the business team to 50 people, strengthens training to build a Yingxue team that can conquer and fight well, and empowers partners.
Adapting to market changes, Yongyuan package has been well received by young consumers
From 2020, Yingxue has started to promote the “three sinking” strategy of channel sinking, product sinking, and price sinking, and among them, products with high quality and high price must be the core foundation of the strategy. Chen Su, vice president, said that in 2023, Yingxue experience terminal, brand promotion, and promotional activities will all focus on packages. In the future, Yingxue will follow the market trend, mainly promote kits, build a complete kitchen ecological scene, and provide Chinese-style living solutions.
Chen Su, Vice President of Yingxue Group
Young consumers are more pursuing the overall beauty and harmony of the home environment and high-quality life experience. They are willing to invest more in this regard, but at the same time they also pay more attention to rational consumption. Good looks, high cost performance, and high performance have made more people choose kitchen appliances: 12% of those who have newly renovated or bought home appliances in the past two years choose set appliances; 72% of consumers in first-tier cities are considering purchasing a complete set of kitchen appliances.
In order to meet the needs of users in all kitchen scenarios, Yingxue upgraded the source set products and launched the source set III, covering range hoods, gas stoves, gas water heaters, water purifiers, dishwashers, and integrated stoves. While realizing the upgrade of the overall function of the product, Yingxue has formulated a rich set of collocations for consumers with different needs for their free choice.
Among them, the cost-effective four-piece source set is priced at only 9,999 yuan, including the newly upgraded Yingxue AI smart hood 2308, Yingxue Moyan gas stove 2107 upgraded version, Yingxue hot water butler intelligent zero-cold water water heater 2102 and Yingxue ultra-clean dual-outlet water purifier 2102 solve the pain points of users in multiple life scenarios such as cooking, water use, and bathing, and impress consumers with four high-performance products that are affordable, practical, and high-quality.
The strength of the brand in the local market is reflected, and the brand experience store wins the future
The survey results show that even though the consumption channels are becoming more and more abundant, more than half of consumers still choose to consume offline when purchasing kitchen appliances. At the same time, factors such as “shopping experience” and “store image” will directly Influence consumers’ choice of brands.
Seeing is believing, the pursuit of experience has put forward more precise and scene-based experiential service requirements for brand offline terminals, and in this regard, Yingxue has launched a brand experience store strategy to provide consumers with scene-based shopping experience , to show the charm of the source series to the fullest.
The big brand store is a real-life space for consumers to understand and get in touch with brands and products. It is also the main way for users to feel the strength of the brand and improve brand trust. It also provides a better business environment for partners and enhances their sense of team identity. And a strong endorsement of pride. Yingxue firmly believes that only large brand experience stores can reflect brand awareness and image positioning, and it is also a manifestation of the strength and value of brand operators in the local market.
It is understood that the Yingxue brand experience store is located in the best local building materials market, close to the top brands, with product sets as the main idea, products displayed in units of sets, and large space and scene layout to make sets Products and scenarios complement each other, providing consumers with a full range of solutions. At the same time, by making full use of the traffic resources of mainstream platforms, the Yingxue brand store uses various forms of support such as Douyin live broadcast, and uses this year’s heavy-weight new product source series as the main product to achieve online drainage and offline promotion. This year’s “9999 yuan source set four-piece set” explosive product strategy helps dealers achieve local traffic introduction and create high customer unit prices.
Industry insiders pointed out that based on a comprehensive judgment, the overall growth trend of the kitchen appliance industry in 2023 will gradually become clear, but in the initial stage of full opening up, various uncertain factors will increase. There are multiple challenges. Ying Xue has never been discouraged by the unknown wind and snow, nor complacent because of the momentary enthusiasm, but keeps moving forward and keeps practicing, no matter how the industry changes, she can walk out of her own rhythm.
