In 2020, affected by Events such as Sino-US trade frictions and the "black swan" of the new crown epidemic, the development of the entire home appliance industry has fallen into a period of shock. The severe economic situation has stimulated major changes in the industry, and some leading kitchen appliances enterprises have accelerated the transformation and "innovation" of products, channels, marketing, etc., and achieved contrarian growth.
Among them, the leading enterprise in the integrated stove industry, Yitian integrated stove, has shown great resilience and potential, and has embarked on a "way of future development of integrated kitchen". Taking the opportunity of ZOL's annual interview, we interviewed Mr. Sun Ji, director and marketing general manager of Yitian, to reveal the secret of Yitian soaring against the trend in 2020.
01 Reconstruct the kitchen scene and create product differentiation
The integrated stove track is crowded, but there is no "number" and lack of characteristics, so that consumers face the dilemma of cookie-cutter choices. Yitian integrated stove adheres to the brand concept of "integrated technology reshapes the kitchen space", driven by consumer demand, and polishes many differentiated and innovative products.
When the integrated stove market is still stuck in the "traditional" functions such as large suction and firepower, Yitian has taken a different path and pioneered the product idea of "steaming and baking independent", and officially launched the S8 series of Yitian steaming and grilling independent integrated stove products in March 2019.
Yitian S8 fully expands the inner tank capacity of the steaming oven through the original fan lower structure application, and through the design method of steaming and roasting independence, the steaming and roasting are separated from separation to polymerization, and then to the new independent, realizing the "twin turbine acceleration" of the steaming and baking function! Accurately captures the needs of high-end users, so that consumers can enjoy professional-grade baking at home.
In addition to making products more "professional", Yitian has also been thinking about the value of kitchen appliances in the modern family - kitchen appliances should not be cold tools, but should be allowed to give the kitchen "wisdom".
This kind of thinking coincides with the concept of Tmall Elves. In May 2020, the two jointly launched the industry's first cloud intelligent product with mature voice interaction - "Tmall Genie Steaming Wonderful" D5Z integrated stove, becoming "the world's first 'cat' that can only cook", which can realize steam box control, air volume adjustment, temperature regulation timing, light control switch, and even entertainment functions with voice.
Just as Yitian's advertising slogan "billion cats in hand, rice to open their mouths", Yitian and Ali artificial intelligence to create "intelligent" and "unmanned" kitchens, free consumers from the trivial labor of the kitchen, giving modern kitchens a new meaning.
02 Seize the outlet of the times and promote the rejuvenation of the brand
Yitian is well aware of the young people's demand for quality, independence, fashion and diversification, not only creating products that meet the needs of young consumer groups such as the S8 of "steaming and grilling independence" and the D5Z of "kitchen and entertainment integration", but also constantly breaking through innovations in marketing methods that young people like to hear.
On May 20th, Yitian "Tmall Genie Steaming Wonderful" integrated stove D5Z new product debut, Yitian joined hands with Ali and Tmall, through the new product release and live broadcast, opened the "open fun kitchen" live broadcast debut. On the same day, Yitian launched the "Thousand Stores Synchronous Live Broadcast", Qianjiang New Town Heavy Light Show and other large-scale investment, and carried out topic linkage with the spokesperson Lin Zhiying, Ali Group Vice President Ku Wei, Tmall Genie and other official micro-media, harvesting hundreds of millions of clicks and detonating new products!
In the end, the sales of the 2-hour "open fun kitchen" live broadcast broke through 2900 units, and it was ranked in the top 1 of the Tmall major appliance list on the same day!
Yitian also invited Lin Zhiying, an "ageless male god" who loves science and technology, to launch the Douyin Challenge, invite celebrities to live stream goods, and build a grass matrix on grass planting platforms such as Little Red Book, Zhihu, and Good Life that young people prefer... Through a series of marketing activities, Yitian has integrated its brand and products into the young group and injected new connotations into the brand that are in line with the times.
03 Omni-channel layout, driving brand radiation
The resilience and potential of Yitian are not only reflected in differentiated products and young marketing, but also in the refined omni-channel layout.
On the one hand, we should seize the advantages of the existing industry-leading marketing service network, continue to deepen the brand stores, upgrade the terminal display image, and enhance the sense of store experience and terminal service capabilities; on the other hand, we actively cooperate with home high-end stores such as Actually Home, Red Star Macalline, Fusenmei, Fu'anju, and Yuexing Home to seize the first- and second-tier market highlands. In addition, Yitian has strategically cooperated with Internet e-commerce giants to enter Tmall, Jingdong specialty stores, Suning Tesco Retail Cloud, Suning Maoning Store, Tmall Premium Experience Store, layout the third and fourth-line sinking markets and borderless retail, and actively promote cooperation with real estate developers, decoration companies and other engineering channels to seize the B-end market.
Through the drastic and refined reform of channels, Yitian has realized the strategic layout of all categories, all channels, all groups of people and all scenes, realized the integration of online and offline channels, and continued to increase the strength of the brand.
04 Forward-looking vision, casting a bigger world stage
Throughout the history of enterprise development in various countries in the world, whether an enterprise can succeed depends to a large extent on its solid basic foundation and forward-looking business philosophy. Especially in the manufacturing industry, in addition to quality and scale, intelligent manufacturing is the trend of the times, and scientific and technological innovation can build a more solid moat.
Yitian grasps the trend and dances with the times, closely connects the research and development of artificial intelligence with the kitchen appliance industry, and realizes the transformation and upgrading from traditional kitchen appliances to intelligent kitchen appliances through cooperation with Ali. Such innovation and breakthrough have also made Yitian go to a larger world stage.
In July 2020, Yitian, as the only enterprise in the intelligent kitchen appliance industry representative brand and integrated stove industry, was invited to participate in the World Artificial Intelligence Conference Cloud Summit (WAIC), and Yitian Director Sun Ji gave a speech on the stage, sharing the stage with Ali Ma Yun, Tencent Ma Huateng, Tesla Musk and other bigwigs, showing a Chinese kitchen appliance company, in the wave of intelligence and transformation!
The continuous transformation has finally triggered the "butterfly effect", which is greeted by a larger capital stage. On December 3, 2020, Yitian Intelligent officially sounded the bell of listing on the ChiNext board of the Shenzhen Stock Exchange, becoming the first listed enterprise in the integrated stove industry of the ChiNext board of the Shenzhen Stock Exchange!
Yitian in 2020 has left a strong mark in the history of Chinese kitchen appliances, which condenses The up and down exploration and tirelessness of Yitian in the past eighteen years!
Write at the end:
Eighteen years of hard work, eighteen years of innovative breakthroughs, Yitian with a down-to-earth spirit of hard work and self-innovation spirit of attack, created countless highlight moments. At the moment of the rapid development of 5G technology, Yitian uses integrated technology to open up the intelligent integration of products and spaces, and uses integrated technology to release a new experience of easy entertainment cooking, under the rapid development of artificial intelligence, Yitian is constantly evolving and laying out towards China's smart kitchen. Let every user truly appreciate the happiness brought about by technological changes, which is also the direction of Yitian's continuous efforts.