In recent years, with the sudden intensification of temperature changes, consumers' demand for air conditioners has increased, and the air conditioning industry has ushered in a new wave of growth. How to seize the opportunity, win the favor of consumers, expand market share, has become the focus of many brand competition, and the marketing battle for air conditioners is gradually beginning. Among them, Changhong air conditioning has created a communication event called "Changhong air conditioning has been built for a long time and made very well", which has attracted great attention from consumers and the industry, or will become another case out of the circle.
Changhong air conditioner: an in-depth communication between the core of the brand and consumers' emotions
Looking at the marketing situation of the industry this summer, the spread of Changhong air conditioner this time has many remarkable points. For example, in the form of a question and answer, the hardcore achievements and highlights of the brand's 28 years of development are compiled. "Where did the majesty of the athletes of the Chengdu Universiade blow from?" "What is the same air conditioner of the National Treasure Giant Panda?" "If the air conditioner has a degree, who has received offers from Peking University, Tsinghua University, Sichuan University, and Harbin Institute of Technology?" These problems that are highly integrated with the region and appropriately show the brand dry goods appear in buses, subways, and community crowds, attracting the attention of many consumers, and also forming heated discussions on Xiaohongshu and Zhihu, which can be described as a development answer submitted by Changhong Air Conditioner for consumers.
Second, the brand teamed up with Zhihu to create a pop-up event on the streets of Taikoo Li. Based on this pain point, Changhong Air Conditioner takes "cooling station" as the creativity, not only popularizing useful air conditioning knowledge, but also providing passers-by with a cool place, and a public welfare activity of giving cool water to outdoor workers, so that consumers' goodwill for the brand quickly increased. Coupled with a full Zhihu style livery, it has become a veritable conspicuous bag on the street. Once the event was exposed, many head media and big V check-in reports, which caused great repercussions in the society. Changhong air conditioner finally won more than 100 million transmission volume, becoming a "new wind" in the summer air conditioning industry.
Continuous innovation: Capture the minds of more consumer groups with diversified expressions
Changhong air conditioner originated in 1995, relying on Seiko technology, in 1999 brought epoch-making full DC inverter air conditioner to the air conditioning industry. After that, he won the national invention patent and the "National Science and Technology Progress Award" for many times, and the products sold well in more than 150 countries and places around the world. After 28 years of development, it has accumulated potential energy, and after gaining a firm foothold, it began to carry out long-term cultivation of the brand this year.
At the beginning of the year, Changhong Air Conditioning released two major products: "completely dust-free fresh air" and "double-wing wind". Fully dust-free fresh air air conditioners are comprehensively upgraded in five dimensions, including fresh air volume, silence, constant temperature, sterilization, and dust-free, allowing consumers to achieve fresh air freedom. The double-wing air conditioner innovatively adopts the left and right zone air supply technology, which can realize "blocking the wind without blocking the cool, and blowing the wind without blowing people". It can be said that it has found a differentiated breakthrough in the industry with serious homogenization.
In July, Changhong became the "only designated cooperative home appliance brand of Chengdu Universiade". Changhong air conditioner provides athletes with "panda lazy air conditioner" showing Sichuan characteristics, and at the same time customizes thousands of English version air conditioner remote controls for foreign friends. Through its connection with the "Universiade", Changhong Air Conditioning demonstrated its strength and influence on the international stage.
In August, Changhong officially signed a contract to become the "Official Partner of China Rocket". Among the many home appliance brands, Changhong can be said to have always mastered the advantages of precision manufacturing, and has escorted China's aerospace industry for many times. Changhong air conditioner has developed vacuum helium leak detection technology to increase the quality of air conditioning.
In September, the Changhong air-conditioned high-speed rail title train debuted, which is considered to be a strong cooperation between two Chinese science and technology business cards. At the same time, with the help of the high-speed rail title, Changhong Air Conditioner also released a new brand communication slogan of "Seiko Quality Comfort Every Degree", allowing more consumers to experience the brand temperature and speed of Changhong Air Conditioner up close.
Communication enlightenment: content innovation in the context of product is king is the new way out
In today's era of brand communication, how to precipitate and make solid and innovative content? Using hardcore product quality strength and humanistic narrative expression for brand renewal, Changhong Air Conditioning's approach may be a new attempt.
Only by being pragmatic, adhering to the direction of high quality, combining the preferences of the current user group and the characteristics of the platform, solving the pain points, finding the itch points, and allowing users to see the new face of an old brand is the underlying gene to enhance consumer awareness and create brand value resonance. Changhong Air Conditioner's brand communication activity can achieve good results, which can be said to be the embodiment of the ripple effect of strength precipitation.