Humidifiers have been in the Chinese market for more than 30 years. In the north and parts of the south, with the passage of time, humidifiers are gradually becoming one of the essential products to improve the home living environment, and the overall market size has maintained steady growth. Taking the online market as an example, the total data of AVC Online Push shows that in 2021, the retail scale of China's humidifiers will be 2.19 billion, an increase of 15.8% year-on-year, and the retail volume will be 13.36 million units, an increase of 9.6% year-on-year.
After years of development, market competition tends to mature at the same time, but also brought about the normalization of marketing and product homogenization. The same design, the same slogan, and even the same functional parameters. These have been difficult to impress consumers. Only by focusing on segmenting the population and realizing the personalized needs of consumers can we finally guide consumers to form purchases and achieve a breakthrough.
Breaking point 1 Targeted publicity for the differentiation of subdivided groups and application scenarios
At present, when the market is more mature, homogeneous products have been difficult to cause consumers to buy, only by understanding the differentiated needs of different groups of people and fully tapping their own highlights can we win the favor of consumers. In this context, various brands have invested their own vision in the field of subdivision groups, targeted publicity, hoping to achieve a breakthrough here.
In terms of product promotion, the beneficial effect of humidifiers on health can be fully publicized. At present, product publicity is mainly concentrated in "the indoor humidity where the human body feels most comfortable is 40% to 60%". There is little publicity about the effect that this humidity can reduce the spread of germs. It is entirely possible to publicize through this aspect, precision marketing for people with higher quality of life requirements. In addition, moist air can make the skin delicate, play a role in beauty, and can also launch customized products for targeted marketing for skin care and beauty people. Others, like the bedroom scene for the main application of humidifiers, can promote mute, for white-collar office scenes, publicize small, for maternal and infant groups, publicize safety, health and so on. At the same time, let consumers fully understand the health risks of low humidity, enhance consumers' desire to buy, or give full play to a certain advantage of their own products (such as heating, sterilization, pure humidification, etc.), attract the corresponding crowd, and finally realize the purchase.
Breaking point two The differentiation of product functions highlights the different user experiences
In terms of product functions, for different humidification technologies, different optimization ideas should be used, such as for ultrasonic humidifiers, the advantages of "fog" should be fully utilized, and publicity selling points such as hot fog + SPA can be played, aiming at skin care families with temperature requirements for facial moisturizing, so as to achieve the premium of the product. The pure humidifier can focus on the advantages of the "fog-free" of the product itself, such as simulating the humidification method of natural evaporation, directly using tap water, no water mist, no "white powder", will not hit the wet surface, and will not bring calcium and magnesium ions in the water into the air. While addressing most of the worries consumers have when using them, it also meets their health needs.
Breaking point three Integrate intelligent elements to improve the convenience of operation
In terms of intelligence, in order to improve the product experience, most TOP brands have added functions such as intelligent constant humidity, intelligent digital display function and intelligent remote control for their own products, which can be fully combined with other products that are set and scene-based. While improving the use experience, through high-frequency interaction in the consumer psychology implanted in the mind of their own brand, develop use habits, fully expand the advantages of their own brand, just imagine, who can refuse the naked eye visible humidity increase and "Ovivirus, help me open the humidifier" it. Aowei Cloud Network (AVC) online monitoring data shows that in January 2022, the sales of smart digital displays of humidifiers accounted for 40%, an increase of 7.9% year-on-year, and the sales of smart remote controls of humidifiers accounted for 29.6% in January 2022, an increase of 5.8% year-on-year, and the rapid growth of intelligent related functions also proved this from the data level.
Breaking point four The differentiation of the appearance design attracts consumers to buy through the beautiful shape design
In terms of modeling design, in terms of shape, color, material, etc., there are currently fewer more prominent products, and the overall design style of the humidifier is relatively single, mainly white round or square plastic materials, and other colors, shapes and materials still need to be explored by each family. Such as combining the bedroom scene, similar to the purifier adding fabric technology, or combining the bedside table and so on. No longer stuck to a single shape, a single color, active innovation, mobilize consumers' desire to buy and finally achieve a break.