From entering the Zheshang Museum, to the "Zhepai Blue" shines, from joining hands with the national actress Yin Tao, to the high-speed rail 7 Lianfa to deliver the Zhejiang brand business card to the whole country, Zhepai Electric has taken a steady pace in brand marketing and continues to advance. Its strength has also risen steadily, and it has been widely recognized by the industry and abroad, and has won many awards such as the top ten brands in the integrated cooker industry and the first-line brand in the industry, and won the "Nanshan Award" in one fell swoop in 2023.
On April 23, Zhepai Electric set a new precedent in the industry, and launched a new aviation strategic cooperation with Huaxia Airlines, and the aircraft named by Zhepai integrated stove held a grand maiden ceremony at Chongqing Jiangbei International Airport to create a new height of brand voice, which is also the first time in the integrated stove industry to link with the aircraft, creating a new paradigm of air marketing in the integrated stove industry.
01 The whole matrix of marketing, the whole category of products, Zhejiang Pai opened an all-round breakthrough
Looking back on 2023, the high growth rate of the integrated stove market for many years has stepped on the brakes this year. However, in the context of the decline in the entire integrated stove market, Zhepai Electric still achieved nearly double-digit performance growth.
"It is the accumulation of the past ten years that allows Zhejiang to remain calm and calm in this environment. Yan Hongtao, general manager of marketing of Zhepai electrical appliances, concluded, "The current competition is a product war and a marketing war. Whether it is product or marketing, Zhepai has 'hard power'. ”
In 2023, Zhepai will launch a full-category strategy on the occasion of its 10th anniversary, basically achieving full coverage of all kitchen appliance categories, including 108 models in 11 categories, effectively enhancing the resilience of Zhepai in the kitchen appliance industry to enter the stage of stock competition.
This time, taking the opportunity of the first flight of the title aircraft, Zhepai exhibited a series of new kitchen appliances on the spot, further improving its product matrix.
"Not only to name the aircraft to grasp the high-level passengers, Zhepai is making a new generation of high-end brands, and the products are naturally in the same vein. Zhepai said when introducing the product.
At the event site, the "Fighter" series of kitchen appliances ranked firmly in the C position. It is a high-end product created by the Zhejiang team for the needs of modern kitchens, with four colors such as white and blue, to meet the needs of users in various kitchen styles, and to demonstrate a fashionable, excellent, confident, intelligent and clean life attitude.
According to reports, in addition to the appearance of high-end texture, the performance of the "fighter" series products is also second to none in the industry - equipped with no-clean patented technology, to achieve thermal degreasing, no washing, effectively improve the user experience, in addition to AI intelligent control of precise temperature control, 23m³/min cruising air volume, 5.2kW large firepower...... It can be said that the new product has been endowed with the attribute of "combat level" from appearance to performance, and it is another weapon for the decisive battle of Zhejiang in stock competition.
In his speech, Yan Hongtao emphasized the advantages of Zhejiang's full-category product layout, and on the other hand, analyzed the secret of scenario-based sales from the perspective of the current development trend of kitchen appliances.
"Different from simple product display, we want to provide consumers with fashionable kitchen scene decoration cases, and in the future, more stores will be upgraded to make them conform to the scene display. ”
Taking the Mianyang store in Sichuan as an example, Yan Hongtao carefully analyzed the superiority of scenario-based sales in the competition in the stock market, and emphasized the unique advantages of Zhepai under the opportunity of old kitchen renovation and kitchen renewal, which further strengthened the confidence of dealers.
"'Propaganda' is two things. Enterprises do 'publicity' and 'transmission' depend on everyone, so that Zhejiang can spread word of mouth among consumers. Yan Hongtao set his eyes on the dealers present, "The competitiveness of the whole category is undoubted, and the store can better grasp the advantages of multiple categories by displaying the products in the form of scenes, and use the scene-based cases of the store to show consumers the charm of modern kitchens, retain customers, and increase our competitive resilience." ”
02 The cloud soars "blue" and does not stop, and Zhejiang is the first to taste differentiated marketing methods
The aroma of wine is also afraid of deep alleys. Good products are the foundation of the brand, but they also need marketing blessings to help good products enter more user homes. Especially at the moment when the homogenization of kitchen appliances is serious, the importance of marketing has become stronger invisibly.
In terms of brand marketing, Zhepai attaches great importance to timeliness and marketing perspective, and in the whole development process of the past ten years, it has always kept up with the trend and current affairs, grasped every hot spot, created a unique brand symbol, and formed a differentiated brand awareness.
In terms of authoritative endorsement, Zhepai has successfully signed a contract with CCTV, and has established deep consumer trust and good reputation under the endorsement of authoritative platforms such as CCTV1, CCTV2, CCTV4, CCTV7, and CCTV10.
Last year, when Zibo and Harbin were successively popular, and the national people's "special forces outing" was popular, Zhejiang faction carried out joint publicity at 7 high-speed rail stations across the country, and another 2000+ large-scale outdoor advertisements were placed all year round. These high-frequency, high-coverage offline advertisements have effectively enhanced the brand impression of Zhepai integrated cooker in the hearts of the public and ensured that Zhepai can appear on every important visual node.
In 2024, on the eve of May Day, the special plane of Huaxia Airlines named by Zhejiang will show the "true face of Lushan" at Chongqing Jiangbei International Airport, opening a new initiative of "air marketing" of the integrated stove brand.
The fuselage of the title aircraft is covered with very memorable and recognizable Zhejiangpai blue, and the interior of the cabin also has the words Yin Tao and Zhepai integrated stove, which left a deep impression on passengers.
According to the relevant people of Zhepai Electric Appliances, firstly, as a relatively high-end mode of travel, the customer portrait is relatively accurate, and most of them are mainly business travelers with a certain economic foundation, which happens to be in line with the high-end brand positioning of the new generation of kitchen appliances delivered by Zhepai Electric;
When many integrated stove companies in the industry tend to be cautious and conservative at the marketing level, the brand communication plan of Zhepai integrated stove is still hot and has its own rules. Through multi-channel and all-round publicity strategies such as airports, high-speed rail stations, CCTV, satellite TV, advertising vehicles, hot events and network media, it has seized consumer attention and formed a full-coverage brand exposure, successfully shaping the brand image of industry leaders, further establishing the authoritative position of Zhejiang in the hearts of potential customers, and allowing the brand to go to a broader audience.
The inaugural ceremony started from Chongqing, and the guests arrived in Suzhou by special plane to witness the grand opening of the new store in Suzhou, Anhui Province. This store is both "new" and "complete", displaying a large number of Zhejiang products in a scene-based display, and under the empowerment of the inaugural ceremony, the store was crowded with people when it opened, and the on-site consumers were full of enthusiasm.
According to Yan Hongtao, in the future, Zhejiang's brand communication may be expanded to yachts and even rockets, forming a three-dimensional marketing matrix of sea, land and air linkage. "There are not only novelties out of the circle, but also mature logic, forming a three-dimensional communication matrix. ”
Write at the end
2023 is an important node for the 10th anniversary of the establishment of Zhepai, which is not only facing the industrial transformation of the industry, but also ushering in the leap of the brand.
2024 is the first year of the next decade of Zhepai, which will cover the brand marketing to the sky with the attitude of the first person in the integrated stove industry, let the title aircraft soar into the sky, infuse the power of Zhepai at important nodes, and bring differentiated marketing methods into the industry's vision.
With the support of the three-dimensional marketing matrix, combined with the implementation of the scenario-based sales plan of offline stores and the triggering of the siphon effect of all categories of kitchen appliances, the concept of "smoke exhaust strength and kitchen fashion" will continue to penetrate into the minds of consumers, leverage the huge flow of the stock market, and the excellent "blue" will not stop!