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

What is a brand of small household appliances loved by young people? Maybe Little Bear Electric can give the answer.

On September 20, Tmall Super Day, Little Bear Electric Appliances joined hands with brand spokesman Wu Lei through a series of cure marketing methods, which aroused enthusiasm among young people. In the live broadcast, Wu Lei cut into his behind-the-scenes life and shared "100 happy moments cured by the bear." In his story, users not only see Wu Lei outside the set, but also immerse themselves in the convenient and exquisite life that Little Bear brings to contemporary young people.

It is reported that when Tmall's super products went on sale three minutes a day, the turnover of Little Bear Electric Appliances exceeded 4.6 million. Among them, drinking fountains, rice cookers, multi-function pots, electric steamers and other items all won the NO.1 of similar sales of Tmall in different periods, and the exposure of the whole network also exceeded 1.26 billion. Behind the sound volume and sales volume is Little Bear's in-depth exploration of the inner needs of young people.

Xiao Xiong Electric X Wu Lei innovates micro-ensemble live broadcast to transmit the concept of cure.

The pressure of city life makes young people pursue spiritual "healing" after work. For them, "spending money on what they like is what hard work is all about." In other words, they are not only willing to pay for the value of the product, they are more willing to pay for emotional value.

With an insight into the emotional needs of young people, Little Bear Electric Appliances and Wu Lei launched an exclusive live broadcast of cure on Tmall Super Day. At the scene, Little Bear conveys to users the daily creation of a happy way of life through healing live scenes with full marks, exclusive and innovative live broadcast interactions, and deeply linked live broadcast operations.

In the layout of the scene, the studio simulates the warm home environment. Whether from the use of warm colors such as bear orange and bear yellow, or the design of curved geometric elements and curved lines, it adds a full flavor of life to the on-site environment. At the same time, the studio in the soft background, but also has eye-catching "small details", plush material to add a sense of healing, creating a simple and exquisite visual experience.

The sharing of exclusive behind-the-scenes stories makes the studio seem to be Wu Lei's personal micro ensemble. After a tight job, Wu Lei will not only ride away from the hustle and bustle of the city and comfort his soul, but also be cured by simple happiness, so subtle that when making scented tea in a health pot, he will feel happy when he sees the small bubbles and the petals that stretch with the bubbles. Wu Lei at work is also good at looking for the beauty of life. A cup of "mine" spring water, a pot of steaming hot, well-grained miscellaneous grains and rice are all things that make Wu Lei feel very satisfied and happy.

Use live broadcast to convey happiness, but also use combination marketing to continue to cure.

Under the experience economy, the brand that goes deep into the hearts of users is no longer a simple "you say I listen", but a real two-way trip. Reviewing the communication rhythm of Little Bear in the "100 Happy moments cured by Little Bear", we can find that Little Bear not only conveys happiness in a live broadcast, but also continues to heal in the long-term process of combination marketing.

As early as September 12, Little Bear Electric Appliances interacted with users in creative ways online. In order to attract users' attention, Little Bear Appliance uses celebrity endorsements to pry fan groups, emotional posters to output healing value, and TVC to widely recommend young users to convey the brand's sense of healing. During this period, Little Bear Electric announced the welfare mechanism to increase user expectations and store water for Tmall Super Day.

The continuous high-intensity exposure has attracted Wu Lei's fan base and entertainment KOL to forward and spread one after another. @ Entertainment Dabai commented, "Thank you Xiao Xiong Electric Appliance for letting us see the fresh, life-like and handsome Wu Lei". @ Uncle Yu commented on the cooperation between Wu Lei and Xiao Xiong Electric Appliances as "two chefs are ecstatic". There are also tap water users who want to take advantage of the activity to buy Little Bear Appliances and experience the "happy moment of being cured by Little Bear" together.

Compared with the online "emotional person" communication mode, offline, Little Bear Electric Appliance adopts the way of "moving scenery", setting off an upsurge of clocking in. In the "Little Bear Cure Corner" flash store, the fluffy healing scenes of Little Bear Appliances, as well as the interactive ways of healing voice, healing bear hug and healing messages, have quickly become a "social topic" for many people in food and lifestyle. Only in Little Red Book, there are dozens of talented people, such as @ happy gagako, @ coriander grinder, @ Mrs. Yekaterina, @ panic, @ don't pinch my meat, and so on. They have taken the initiative to become references for the happy life of Little Bear Appliances and convey the value of brand happiness.

Sales volume and sound volume fly together, and the high-quality strategy helps to integrate the product with the effect.

The success of Little Bear Electric Appliance has proved to the industry that only by combining "knowledge and practice" can we achieve the unity of quality and effect. In terms of cognition, Little Bear conveys the brand tone of "warmth and cure" to young people, and meets the needs of young people through product, R & D, production, design and brand boutique in behavior. and this is also the key for Little Bear to achieve top sales and volume explosion.

Young people are full of vitality, and their needs must be diversified and personalized, which requires the diversification of design, category and scene. For example, in order to meet the subdivided needs of young people, Little Bear Electric Appliances has launched a multi-functional milk regulator to meet the needs of soaking milk, warm milk, disinfection and so on, which is healthy and convenient without occupying an area. For outdoor talent, innovative outdoor power supply can break the space restrictions and turn on fire-free cooking anytime and anywhere. For personal care, the introduction of a high-speed hairdryer can not only shorten the hair blowing time, but also make the hair more supple and smooth, without hurting the hair, bringing a new experience of hair care for young people. At the same time, in order to meet the aesthetic needs of young people, Little Bear Electric Appliances uses the product strategy of "exquisite fashion" to adapt to the preferences of young people in different scenes and styles, and uses plain and elegant white with textured wood-grain humidifiers to meet the decoration preferences of young people. a health pot designed by modern retro green is used to meet the needs of workers for exquisite extravagance.

In recent years, Xiao Xiong Electric Appliance takes the product as the fulcrum and reaches the young consumer group from the aspects of research and development, production, design and brand, bringing exquisite life experience. In order to catch the market demand in time, Little Bear set up a three-level R & D system to promote high-quality R & D. in order to give the product beauty, the 10 + design team gave the product "falling in love at first sight" design. At the same time, Xiaoxiong Electric Appliance has built four intelligent manufacturing bases, more than 70 production lines, and two domestic top-level fully automated production lines, striving to create value for users from every link of research and development, design and manufacturing.

Not only that, in brand building, Little Bear Appliance also takes into account the needs of young people. In the face of the trend that consumers are getting younger, Wu Lei, the brand spokesman of Xiao Xiong Dianxuan, used the star as a bridge to shoot the short film TVC "100 Happy moments cured by Little Bear", with more than 60 million views on the whole network. In the short film, each unique healing moment is caused by the collision of product innovation after observing the needs of users, which not only draws in the distance with young people, but also causes the emotion and value resonance of young people by means of daily life scenes. with the help of a brand action, continue to tamp the brand positioning of "young people's favorite small household appliances".

From product innovation to marketing empowerment and strategic layout, Xiao Bear not only insights and conforms to the consumption trend of young people, but also establishes an emotional connection with it, harvesting consumers' sense of trust, dependence and identity with strong physical and mental resonation. continue to release the brand charm of "let happiness happen". While successfully achieving a breakthrough in brand sound volume, Little Bear Electric Appliances is also accelerating the creation of more healing moments and going to a happy appointment with young people.

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