When he got up early, he was in a hurry to go to work, yawning, but he couldn't help but use the coffee machine to have a fragrant "preliminary awakening";
At breakfast time, she loves sports, and chooses to use the steaming and baking machine to inject a healthy baking into the "vitality" before going out;
When dinner came, when he returned from work, he sat and laughed with his family to enjoy the food cooked efficiently by the integrated cooking center;
After the meal, she wanted to watch the drama, so she chose to hand over all the dishes and chopsticks to the dishwasher and let it "clean the battlefield" alone......
Behind these kitchen appliances are fresh users, and they are also quietly revealing the taste and way of life.
As users, we may often look for products that suit us, and at the same time we have been asked questions such as, "What brand of kitchen appliances do you use?" Nowadays, a kitchen appliance company called Kantar has begun to search for its own users and ask rhetorically, "What kind of people are the users who use our products?"
On April 16th, at the 14th anniversary conference of Kantar's "Salute to Life", we harvested the answers, met this group of users from all over the world, and also saw a batch of new kitchen appliances representing their lifestyles behind the users.
This is a large-scale user meeting with in-depth communication and deep resonance between Kantar and lifemen, and it is also a new happiness proposal presented by Kantar's new kitchen appliance product matrix with the power of scientific and technological innovation and sincerity.
Sketch the user group portrait and tell the story of Kantar Life with your heart
Sun Jun, a fashionable grandmother who is over the age of six, is not willing to be lonely after retirement, and has started a new career as a model, participating in many large-scale fashion events such as China International Fashion Week. Life needs a little cool. ”
Having climbed mountains, dived into water, skied through snow, been to Tibet and Xinjiang, and seen the most beautiful starry sky, Ms. Huanhuan is a senior engineer, while living and constantly expanding her boundaries, she said, "No sense of age, can make the shelf life of the texture of life throughout a lifetime." ”
Hu Xiaoqing, who is also a painter, writer and art director of an advertising agency, chose to stop at the right time after being busy, she said, "Life is not obsessed with the gains and losses of things themselves, but in their own rhythm, in order to gain upward strength and find their true self."
There are many more users like this, they are self-consistent, they have a rich heart, they are agile and free, they can be designers, white-collar couples, medical workers, announcers, start-up leaders, or freelancers, they come from all over the world, they use different Kantar products, they live different lives, but they all live wonderfully.
In Kantar's CEO Ke Man's view, the so-called "life home": there is no need for a clear definition, but there will be a lot of resonance for a good life. They do not necessarily strive for material satisfaction, but focus more on the pursuit of spiritual abundance, and they can live as they want to be while constantly following their own pace and rhythm.
In the end, Ms. Ke Man summarized, "They are a group of people who are always optimistic no matter how many °C they live and how old they are+." ”
The poet Romain Rolland once said: There is only one kind of heroism in the world, that is, after seeing the truth of life clearly, he still chooses to love life.
Perhaps, we can also understand it this way - for Kantar, there is only one kind of productism in the world, that is, after understanding the true meaning of users' lives, let the product truly integrate into the life they love.
Seeing this clearly, you may understand why Kantar chose to give most of the time to users and give up emotional expressions related to life attitudes.
In fact, in the 14 years since its establishment, Kantar has always played the role of a listener to the voices of users, feeling their joys, sorrows and sorrows with their hearts, gently integrating into users' lives as a confidant, accompanying them for three meals in all seasons, and looking forward to reading their "poetry and yearning".
As Ke Man said, companionship makes Kantar feel that the product gives our users not only its own value, but also many Kantar users and friends are with the company. Together with Kantar, they laugh at life and live with attitude.
The new kitchen appliance pays tribute to life with the heart of science and technology
Professor Seligman once said, "If we want to improve our happiness, we need to have countless tiny spaces in our homes for happiness."
The pursuit of happiness, along with the evolution of contemporary people's lifestyles, is intertwined with users' needs for new experiences and new functions, which makes China's kitchen appliances come to the singularity of change.
Standing in this context, Kantar's first thinking is to return to the products and users, and how to create a "happy space" for each family by providing high-end kitchen and home solutions.
In the view of Fu Ping, the founder of Kantar Appliances, compared with the traditional integrated stove, which mainly meets the needs of cooking and traditional kitchen appliances only to meet the basic functional needs of "smoke and stove", the new kitchen appliances further enhance the quality of life of users and meet people's yearning for a better life. To have both emotional value and functional value of products, but also to create amazing products, this is the biggest difference between Kantar as a new kitchen appliance brand and traditional kitchen appliance brands.
"I'd rather make mistakes than be willing to be mediocre", Fu Ping and his Kantar, starting from 2020, are determined to embark on a different path of product innovation from others, which makes their "new kitchen appliances" track strategic planning gradually take shape and become clearer.
"High-end health, with the ultimate experience, and can enhance the sense of well-being, is what we define as a new kitchen appliance", Fu Ping said, the new kitchen appliance should be able to bring users the ultimate life experience, fully mobilize the five senses of the human body, and awaken the flow of happiness.
This time, we saw Kantar's determination and sincerity, and also realized the scientific and technological power of the new kitchen appliances.
Aiming at the needs of a variety of life scenarios, Kantar brought five series of new products in different categories, including the "Micro Rubik's Cube" micro-steaming, baking, frying and stewing all-in-one machine ZR Pro, the "Clean Rubik's Cube" high-end dishwasher T100, Kantar Integrated Cooking Center F30, built-in drink purifier Z10 and semi-automatic coffee machine MS2 in one go, bringing Kantar solutions of "steaming, roasting, cooking and clean drink" to hundreds of millions of Chinese families, paying tribute to life and unlocking the happiness code of China's new kitchen appliances in the future.
Kantar, which is known as the "Chinese Steaming and Roasting Expert", continues to follow the main line of "steaming and roasting" and continues to create screaming products. Taking Kantar's "Micro Rubik's Cube" micro-steaming, baking, frying and stewing machine ZR Pro as an example, through the combination of "microwave + ∞", it realizes a variety of compound cooking, such as microwave + steaming, the efficiency soars, and microwave + roasting, the heat penetrates the texture. It can also DIY three-stage combination, which is enough to meet all kinds of needs of life, so that "1㎡ + N Kantar = ∞ beautiful kitchen life" lives up to its name.
The Hurricane Twin Hot Air technology is another of Kantar's most popular patented technologies, which are the most advantageous proof of commercial baking standards, which have the advantages of strong wind, fast heating, uniform heating and small temperature fluctuations, and have won the "Domestic Leading Level" certification by the Ministry of Industry and Information Technology of the People's Republic of China.
In addition, breaking through the status quo of similar products in the industry, Kantar also equipped this product with an 11.26-inch large true color screen, opening the era of micro-steaming and baking large screens in one fell swoop.
The new Kantar "Clean Rubik's Cube" high-end dishwasher is a product that Fu Ping called "even himself excited", because some functional parameters even exceeded the company's self-expectations when the research and development was completed. Its six-dimensional deep purification technology, self-developed stepless pulse washing, and industry-leading 52,000PA water pressure value are enough to change the inherent impression of Kantar in the field of dishwashers - steaming and baking experts can also be washing experts.
ICE-Tech Built-in Drink Purifier with Rapid Ice Pellets, Strontium-rich Mineralization, and Extremely Clean Spring, 19 bar commercial-grade water pressure, semi-automatic coffee machine that has been commercially proven for more than 180 days before going to market, and an integrated cooking center with integrated upper row to ensure "zero smoke detection...... Kantar's new products, innovations and so on. In the process of introduction, Fu Ping seems to have drawn a picture of a steaming life.
Behind this is Kantar's insistence on innovation for 14 years. In Fu Ping's words, it is "to engrave innovation into the bone marrow, ALL IN new kitchen appliances", in order to amaze the products, Kantar has gradually established seven innovation centers, recruited and reserved huge talent resources internally, and actively cooperated closely with professional institutions externally.
It is with the help of internal and external collaboration that Kantar can continue to create and develop amazing products and present them to Kantar Living homes all over the country, converging and enriching the happiness scenes of each family, helping them to achieve the dual satisfaction of material and spiritual needs.
After 14 years, Kantar's user story continues
In the history of business, the background of many legendary stories is a "game of braves".
Kantar is not the oldest and oldest brand in the kitchen appliance track, but in our opinion, its courage and confidence to break through the game can smooth out all time differences.
Behind the iteration of one new kitchen appliance after another, Kantar has made unremitting efforts to give new connotations to the products based on the overall kitchen space and cooking scene, and to achieve the ultimate unity of cooking efficiency, space aesthetics and intelligent experience, which is "a little better" than its past self, which is also the common insistence of all excellent brands.
On this basis, Kantar has created a better and better "new kitchen appliance era" based on product iteration, an era that belongs to more and more people writing stories.
As Ms. Zhang Ling, the representative of Kantar Home, shared at the conference, as an educator and a baking mother, she used Kantar electrical products, from strange to loved, and found more similar companions in the Kantar user community. "When a brand gathers users together, the energy bursts out and the warm emotions are transmitted to everyone, and the happiness brought by this convenience of life is a priceless emotional value. ”
Therefore, whether it is emphasizing high-end quality or scene coverage, the basic logic of Kantar new kitchen appliances is actually to return to the origin, starting from people-oriented, starting from understanding the different lifestyles of the public, listening to their needs and thinking about their expectations of life, to create a kitchen that can be "thousands of people and thousands of faces".
Accurately grasp the needs of users and meet them with strong product strength, such a kitchen life undoubtedly gives people a feeling of continuous "upward growth". Kantar is also constantly evolving in the process of upholding the spirit of "altruism".
CEO Ms. Ke Man attributed every step of Kantar's growth in the past 14 years to the "philosophy of heart" and the intention to do a good job in the business, and emphasized that all the company's decision-making premises must be driven by the user side.
The final evaluator of this new kitchen appliance product is to come from the life slice of hundreds of millions of users across the country. At this point, Kantar's tribute to the deep meaning behind the living home is self-explanatory.
The growth of enterprises and the growth of users should form a relationship of mutual accompaniment, and between the two, two-way running, in order to live up to the mountains and seas. With the expansion of Kantar's new kitchen appliance track, the happy stories of Kantar's living users will continue to take root......
Write at the end:
The gap between technology and products can be made up by R&D investment, and the gap between strategy and concept can be narrowed by catching up. All the gaps in domestic kitchen appliance brands are, in the final analysis, the gaps in "user thinking".
An entrepreneur once said that only by truly treating customers as our dearest people can we develop the best products. Therefore, paying tribute to the living home is a sincere expression and profound understanding of Kantar: kitchen life should not be a testing ground for the involution of kitchen appliance product parameters, but a happy space that condenses users' health needs and yearning for a better life.
From this point of view, Kantar's new kitchen appliances, as the best product interpretation, bring consumers a new cooking experience not only at the application level, but also at the mental level, an elegant, delicate and beautiful kitchen life experience, which will gradually become a life attitude rooted in the hearts of the public.
Occupying the mind will eventually become the absolute advantage and barrier of the brand. When the brand itself becomes a "frame of reference" for a new lifestyle, it is bound to lead the industry trend and bring a new direction to China's kitchen appliance industry.