In 2023, the integrated stove industry as a whole will encounter a cold snap, and the volume will fall. At the same time, the performance of listed companies is generally sluggish, and many companies are showing a grim trend of "double decline in revenue and net profit". Entering the first quarter of 2024, the overall decline of the industry has not eased.
In the face of market pressure, most companies have opted for a conservative marketing strategy. However, there is a company that chooses to speak out at this time, through strategic cooperation with airlines and the opening of large stores, with a set of accurate and powerful marketing "combination punches", effectively reach different consumer groups, expand brand momentum at the same time, but also inject new vitality and vitality into the integrated stove industry.
On April 23, Zhepai Electric joined hands with Huaxia Airlines to launch a new aviation strategic cooperation, and the aircraft named by Zhepai Integrated Stove held its maiden flight ceremony at Chongqing Jiangbei International Airport. This move undoubtedly marks another milestone leap forward in the field of marketing communication, and strongly drives its brand building to a higher level and a new level.
Title the aircraft and deepen the impression of the high-end brand
In today's era of well-connected transportation networks, aviation has become an important link between the world with its unparalleled efficiency. For the communication of brand image, the unique value and influence of aviation carriers are also irreplaceable.
As Yan Hongtao, general manager of Zhepai Electric Appliances, said at the inaugural ceremony, since the beginning of this year, Zhepai has actively followed the trend of marketing communication, and multi-channel advertising has enabled brand information to penetrate to a wider range of potential consumers.
This time, Zhejiang Electric took the aircraft title as an opportunity to implement a unique brand exposure feast. Not only is the aircraft body impressively engraved with the logo of "Zhepai Integrated Stove", like a mobile billboard soaring into the sky, but the interior of the cabin is also cleverly implanted with brand elements and product information in all corners, such as luggage racks, headrest towels, small tables, etc., to build a three-dimensional surrounding, ubiquitous brand space.
This all-round and immersive display method is like creating an "information island" isolated from the outside world in the air, ensuring that every passenger can clearly and profoundly receive the brand story and product advantages of Zhepai Integrated Stove in the closed flight journey, so as to have a deep perception of its unique brand charm.
The store opened, and the image of Zhepai was fully upgraded
After the successful completion of the inaugural ceremony, the leaders and guests who were invited to attend the ceremony were honored to take an exclusive flight carrying the glory of Zhepai to cross the sea of clouds and arrive in Suzhou, Anhui Province, to witness the historical moment of the grand opening of Zhepai's largest store in China.
It is reported that the Zhepai integrated stove Suzhou store is carefully constructed in accordance with the company's terminal store construction principle of "high standards, high positioning, and high starting point". The overall design style of the store conforms to the aesthetic trend of the times, presenting a modern and simple style, atmospheric and exquisite, aiming to create a bright, transparent, relaxed and pleasant shopping atmosphere for consumers.
The product display layout has been carefully planned, which not only fully demonstrates the functional characteristics and aesthetic charm of each series of integrated stoves, but also takes into account the smoothness of the visiting line. In this way, the brand connotation, excellent quality and innovative technology of Zhepai integrated stove are not only intuitively reflected in each product, but also three-dimensional and comprehensive communication in the spatial narrative of the entire store, so that consumers can deeply perceive the strength and charm of the brand in the immersive experience.
On the opening day, the store was unprecedented, attracting a large number of intended customers, they either stopped to appreciate, or in-depth consultation, showed a strong interest and high recognition of Zhepai integrated cooker, which fully confirmed the strong attraction and brand influence of Zhepai integrated cooker in the Suzhou market.
Ten years of grinding a sword to create an industry model
Since its establishment in 2013, Zhepai has been like an entrepreneurial epic of forging ahead, growing steadily and transforming gorgeously. For more than ten years, Zhepai Electric has always adhered to the business philosophy of "survival by quality, innovation and development", stood out from the Zhejiang kitchen appliance camp, and grew into one of the most influential brands in the domestic kitchen appliance market. During this period, Zhepai has accumulated many unique brand marks: such as the only brand in the industry with the patented technology of "thermal degreasing and no-cleaning", has won the top ten brands in the integrated stove industry and the first-line brand in the industry for many times, won the "Nanshan Award" in 2023, and has the only integrated stove product collection certification selected by the Zheshang Museum in the industry, etc., these brilliant achievements have jointly built the unparalleled brand value and industry influence of Zhepai.
Entering 2024, Zhepai will start again and continue to write the brand legend with a series of far-sighted marketing initiatives. The title aircraft can be called another pinnacle of Zhepai after the series of marketing actions after the title of the high-speed rail 7 Lianfa in 2023, the signing of the "Grand Slam Queen" Yin Tao and the landing of the 7 CCTV honorary exhibitions, which will undoubtedly inject new vitality into the brand exposure and high-end image shaping of Zhepai, and further broaden its market reach.
The grand unveiling of Zhepai's largest store in China is a key step in its offline layout, marking the strategic leap of Zhepai in the field of physical retail to achieve scale and experience upgrading, aiming to build a flagship consumer palace integrating display, sales and service, and providing consumers with immersive brand interaction and one-stop shopping experience.
Obviously, at the moment when the industry has entered a period of adjustment, Zhepai integrated stove did not choose to follow the trend, but to actively respond with a bold and enterprising and innovative attitude, not only keen insight into market demand trends, the launch of a series of high-end products, but also carefully build a set of integrated and efficient marketing tactics matrix, aiming to continue to consolidate the image of its new generation of high-end brands of kitchen appliances, and boost the confidence and expectations of the entire industry for the market recovery. And this just reflects the wisdom and responsibility that industry cultivators should have.