Reunions, Chinese New Year's Eve keeping, temple fairs, visiting relatives and friends...... With the Spring Festival approaching, consumers' expectations for family reunions for the New Year are getting stronger and stronger. In order to welcome the arrival of the Chinese New Year in the Year of the Dragon, BSH brands Siemens Home Appliances and Bosch Home Appliances have started a series of New Year activities as early as possible, launching a variety of offline experiences, increasing online creative marketing methods, and preparing enough "New Year Home Appliances Goods".
"Marketing New Year's goods" are brilliant and empower a diversified quality experience
BSH has kicked off a series of New Year's events since December last year, bringing consumers a series of surprises at the end of the year and the beginning of the year. Among them, its brand Siemens Home Appliances allows consumers to immerse themselves in the convenience brought by "intelligent precision control technology" through #全开新#Online marketing, offline multi-category experience, and door-to-door family banquet activities. Online, consumers are invited to share their orders and check-in products, and join hands with offline customers with the help of social posters and short videos to enrich consumers' home appliance choices and experiences. Especially in the "2024 Tmall New Year Festival" from January 17th to January 31st, the three official flags of Tmall Siemens Home Appliances gave back to consumers with the best-selling products in their respective stores, and launched star products such as ultra-thin cross star refrigerators, unbounded washing and care sets, and all-round cabin dishwashers. During this period, the official flagship store of Tmall attracted consumers' attention through special features such as brand membership and set purchase discounts, bringing a good start to the sales of Siemens home appliances in the New Year of the Dragon.
Offline, Siemens Home Appliances also held a variety of home appliance experience activities. For example, the Siemens Water Exquisite Embedded Drinking Machine Tea Art Tasting Conference held in South China allowed consumers to popularize knowledge related to health preservation and drinking water health while tasting tea, so as to help protect consumers' drinking water health. At the same time, the launch of the Siemens iQ700 Inspiration Series Steam Oven was also held in South China during the Chinese New Year, showcasing this innovative product to consumers up close. In order to better meet the needs of consumers, Siemens Home Appliances has launched the "Door-to-door Family Banquet" activity, or invited consumers to come to the store to experience the baking service offline, or arranged for the chef to personally make the family banquet and guide the production of family food, etc., from desserts to roast lamb shanks and steamed lobsters, allowing consumers to immerse themselves in the quality and superiority of Siemens' kitchen appliances at the moment of delicious entrance.
Siemens home appliances' door-to-door family banquet activities
Bosch Home Appliances, another brand of BSH Home Appliances, focused on the theme of "Home and Health" and created momentum for the Chinese New Year marketing from three perspectives: New Year's Eve promotion, service refresh, and product launch. Since the beginning of December last year, Bosch Home Appliances has been warming up for its "refresh" by providing consumers with a guide to the renewal of good products, a guide to buying and giving gifts, and a heartfelt service. In order to attract more potential consumers, Bosch Home Appliances released posters on holiday-related topics during the Double Day holiday, and at the same time launched activities such as value-for-money gifts, 99-day worry-free return and exchange of clothes dryers, and 100-day free trial of dishwashers, which keenly captured the daily shopping preferences of contemporary young people and promoted the increase in sales. In addition, Bosch Home Appliances has also cooperated with JD.com in Wuhan and Ningbo to carry out a variety of offline activities, in the Ningbo Jingdong Mall baking class activities, consumers who come to buy can make a variety of desserts on the spot, and then use Bosch ovens for processing, through intuitive on-site experience, deeply feel the superior performance of Bosch home appliances, understand the specific use of products. Through the "Baby Care Oxygen Program" held at Jingdong Mall in Wuhan, Bosch Home Appliances also created a home scene with the theme of health and care, allowing parents and children to interact with each other while experiencing the health-conscious attributes brought by Bosch home appliances.
Bosch New Year's event for home appliances
"Multi-category home appliances New Year's goods" are on the battlefield, bid farewell to complicated housework, and enjoy the quality of life
In addition to a wide range of creative marketing campaigns, BSH has prepared a wide range of innovative and practical home appliances during the Spring Festival to enrich consumers' choices and improve their quality of life at home on the occasion of the Chinese New Year reunion.
In response to the demand of Chinese consumers for high-capacity and clean washing before the Spring Festival, the new iQ300 Obsidian Black Washing and Drying Kit from BSH makes it easier to clean large clothes with a large capacity of 10kg. The set is equipped with German air care technology, built-in high-precision sensors, can achieve precise drying control, automatically stop when the clothes reach the desired degree of dryness, to avoid damage to the fabric, and can effectively remove 99.99% of bacteria, 100% of mites, escort the healthy life of consumers. For families living in winter, winter wool fabric is one of the indispensable dressing matches, and this set of Siemens home appliances has reached the highest green label washing standard certified by the International Wool Board when washing wool fabrics, so that "wool that needs to be washed by hand can also be machine washed with peace of mind".
Siemens iQ300 prism series superoxide washing and drying set
The grand Chinese New Year's Eve dinner is often time-consuming to prepare, and it is inevitable that you will be in a hurry. In order to create a more convenient and easy cooking experience for consumers, Bosch Home Appliances, a subsidiary of BSH, has launched the Bosch Space Capsule 5-in-1 Steaming and Baking Machine - which integrates five functions of steaming, roasting, frying, stewing and boiling, and has 40 built-in smart recipes. In addition, the product is also linked with the mini program, consumers can not only download more recipes to the device, but also remotely operate one key to achieve intelligent cooking, so that the ingredients can be purchased and cooked at the same time, saving time and avoiding the panic of preparing too many dishes.
Bosch space capsule five-in-one steaming and baking machine
Pots and pans are cleaned after a festive meal, and a high-capacity dishwasher is essential if you want to enjoy the reunion time easily and free your hands. The continuous research and development of local high-efficiency and energy-saving dishwasher products has always been one of the focuses of Siemens Home Appliances, and through in-depth communication with Chinese consumers, Siemens Home Appliances has continuously optimized product performance and design. Recently, according to the statistics of authoritative institutions, Siemens dishwashers have ranked first in sales in the country for ten consecutive years1, and have won wide recognition from Chinese consumers as evidenced by sales. For example, the Siemens All-in-One Auto dishwasher can not only easily accommodate up to 14 sets of dishes and chopsticks to meet the needs of washing a wide variety of dishes and chopsticks for Chinese New Year's Eve, but also equipped with a five-layer spray system that can achieve global cleaning and triple filtration system, so that large and small residues have nowhere to hide, and can achieve a sterilization rate of up to 99.999% while washing dishes. In addition, the product is equipped with five major washing programs that can calmly deal with all kinds of oil stains, and the intelligent oil stain detection system makes the washing plan adjustment more flexible, which can reduce water consumption by up to 50%, truly save water and energy, free hands, and let consumers rest assured to accompany their families and share reunion time.
Siemens All-in-One Auto dishwasher
"New Year's goods" are multi-faceted upgrades, intimate services, and warm quality life
As a consumer service brand, BSH not only continues to improve its traditional service system, but also follows the new trend of digitalization and intelligence, and adopts a number of forward-looking digital measures. Through these measures, BSH has upgraded its customer experience in an all-round way, making it more convenient and efficient. During the Chinese New Year, BSH pays special attention to providing consumers with round-the-clock home appliance services to ensure that their home needs are met in a timely manner. Whether online or offline, BSH will provide a full range of services to make consumers feel the care and warmth of the brand.
In order to fully guarantee the service supply during the Spring Festival and realize the continuous service during the Spring Festival, BSH has fully launched the Spring Festival service preparations, clarified the work and service requirements of customer service personnel within the service scope of its own outlets across the country, and made detailed plans and filings from shift scheduling to stocking, from pre-sales communication to service arrangement, to ensure that the service needs of consumers can be met in a timely manner during important periods. BSH has launched a one-stop innovative service for the whole process by continuously extending the service boundary, so that consumers can enjoy a multi-dimensional and full-coverage professional service experience from pre-sales consultation, to in-sale order inquiry and tracking, to after-sales installation and delivery, and further improve the quality of consumers' home life.
The Year of the Dragon 2024 is also an important moment for BSH to officially enter the Chinese market for 30 years, and BSH will continue to create a satisfactory quality of life for more Chinese families with innovative technology and ingenuity.
1. The data comes from Euromonitor Information Consulting (Shanghai) Co., Ltd., based on the omni-channel sales statistics (units) completed by dishwashers in Chinese mainland every year from 2013 to 2022, and dishwashers are defined as household equipment that automatically cleans bowls, chopsticks, plates, plates, knives, forks and other tableware. The survey was completed in 2023/12.
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