Shulou(Shulou.com)11/24 Report--

Young people in the city, looking at the sunshine and opening NetEase clouds, found that their lives were full of anxiety, confusion and unhappiness. Young people need to be cured, and sometimes a hug can give them unlimited power to continue to explore the world.

During the period from September 13 to September 17, Little Bear held a bear hug flash parade and set up a "Little Bear Healing Corner" flash store for every young man trapped by the small emotions of life in Guangzhou, Beijing, Shanghai and other places. It is intended to arouse young people's ability to feel happiness, create happiness and share happiness. In this healing activity, from the standpoint of young people, Little Bear has established an emotional "gravitational field" with young people by silently accompanying them, helping them vent their emotions in life and share happiness.

Welcome the happy bear hug and build an emotional "sanctuary"

Searching for "the state of mind of contemporary young people" will find that in the face of unreasonable work arrangements, some people regard Brother Octopus as their own Internet mouth; some people want to buy transshipment koi, cramming temporarily on the eve of the exam; and some people are tapping electronic wooden fish. pour out your anxiety to Cyber Buddha. Behind the playful carnival is the expectation and yearning of young people for happiness under the pressure of work, study, marriage and so on.

With an insight into the emotional needs of young people, Little Bear Electric not only launched a bear hug flash parade in Guangzhou, Beijing and Shanghai, but also built a "Little Bear Healing Corner" flash store in Shanghai. Whether it's a fluffy overall look, a healing ASMR voice, or a bear hug with a giant bear doll, it hits the user's heart one by one.

In order to transfer the brand temperature to more users, Xiao Bear communicates with users through both online and offline channels, and makes the brand positioning of "small household appliances loved by young people" deeply rooted in the hearts of the people with the help of immersive experience. In order to boost user expectations, Little Bear posted emotional posters of bear hugging activities in different cities on its official Weibo, sparking a lot of discussion, with netizens shouting that "I'm already on my way."

The event also attracted fashion, shop visits and other bloggers to sign in to cure the corner and share their happiness stories to Little Red Book, Weibo and other platforms, causing widespread discussion. Little red book blogger @ Little Red Book gagako is about to graduate, because she is under a lot of pressure to write her graduation thesis. After visiting the store, she said, "the flash activity in Little Bear Appliance has been severely cured!" Green onion sauce is a working mother who knows the difficulty of work and the pain of raising children, but she can also find happiness in small daily life and leave her own happy moment in the cub corner flash store, hoping to pass it on to more people. Another blogger @ said bluntly that "the moment I touched the soft bear's claws, the whole person was lit up."... In the end, the topic of Little Red Book # Happy moment cured by Little Bear has been read more than 4 million times, which not only resonates with young people, but also conveys the brand healing and warm image.

In a relaxed and pleasant way, Xiao Bear gives the brand a figurative temperature, a handy hug and a companionship anytime, anywhere, to help young people out of their emotional difficulties, which also dispels the sense of separation between brands and young people. keep brands and young people together.

Lead the lifestyle of young people and be a warm brand

In Xiao Bear's view, it is far from enough to give young people a sense of cure at the emotional level, and their pursuit of quality of life also needs to be satisfied. As the forerunner of domestic creative small household appliances, Little Bear Electric Appliances always adhere to the same frequency with young people, serve young users, and focus on innovative diversity, exquisite fashion, small and intelligent product strategies to help young people achieve a better way of life.

With the upgrading of consumption, the needs of young people are no longer limited to the satisfaction of the basic functions of the products, but become more diverse. Over the years, Little Bear Electric has continued to innovate, always adhere to multi-category development, and build a diversified scene. Focusing on the different scenes of users from kitchen to living room, bedroom, office and travel, we have successively launched small bubble pots, bear mineral drinking fountains, portable travel electric kettles, high-speed hairdryers and other products to solve users' various pain points. lead users to high-quality and exquisite lifestyle.

Innovative and diversified product matrix can enrich the life experience of young people, while exquisite fashion elements can embellish life. Xiao Xiong Electric Appliance always insists on fine polishing each product and sets up a 10 + design team to inject more fashionable and innovative elements into the products while keeping the relaxed and warm brand foundation. For example, the modern retro green design of the office light pot, pink girl heart health stew pot, etc., are deeply loved by young people.

At the same time, Xiao Xiong Electric Appliances continues to upgrade the enterprise's mathematical manufacturing strength and deep processing capabilities, committed to innovative research and development, digital manufacturing, industrial design and other capabilities, to inject more connotation into small household appliances, to show the strength and strength to lead the small household appliance market.

For users, brands with temperature can always move people's hearts. Reviewing the brand construction of Little Bear Electric Appliance, we will find that behind each brand action, Little Bear Electric Appliance exists as a companion, using warmth to deepen the relationship between users and the brand. On the emotional level, Little Bear Appliances uses activities such as bear hug flash parade to build emotional "refuge" for users, bringing spiritual comfort and care. At the level of life, Little Bear Appliances brings users a diversified, healthy and convenient way of life with high-quality small household appliances, and constantly strengthens the brand imprint of "small household appliances that young people like". Let a temperature, related, caring brand image up.

Brand penetration into the communication context of young people is the key to achieving effective emotional connection. From the brand texture building with humanistic temperature to the scientific and technological texture output of high-quality products, Little Bear Appliances fully transforms young people's identity of activities into deeper brand identity, and also takes this opportunity to let more young people use Little Bear Electric Appliances as a medium to take the initiative to discover and create "small luck" in life, and greet life with a happier attitude.

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