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

Double 11 in 2023 officially came to an end, throughout this bustling network-wide competition, whether it is the rules to simplify the complex, the lengthened battle line, and the list that is clear at a glance. All this means that the major platforms are changing around the "rational attitude" of consumers. Obviously, when users become more calm and strictly make consumption choices, what can stimulate users is no longer just the price figures, but the product value and service value behind Excelsior.

In the field of small household appliances, Little Bear Appliances has become the first choice for young people in Singles Day with this differentiation advantage. Judging from the overall results, Little Bear Electric Appliances achieved a high increase in sales in many categories during the double 11 period, and a number of new products stood out, occupying the first place on the list of major platforms. Behind this, Little Bear Appliance takes the user as the center, through the exquisite lifestyle of the whole scene, to meet the advantages of the majority of young people.

After 15 years, Singles' Day is no longer just a price carnival, it has become a "trial ground" to comprehensively consider the strength of enterprises, not only depends on the competitiveness of products, but also depends on the refinement and efficient operation capability based on user experience. So, how does Little Bear become the "first choice" in the "strict selection" of users? The key lies in a series of strategic layouts centered on "users" behind it.

Take the boutique strategy as the anchor and become the first choice for young people.

Today, although the "price power" of double 11 is still a factor to attract users, more young consumers will no longer revel just for "numbers". They prefer the "value power" behind the products. in line with their personalized needs and philosophy of life.

Based on this, Little Bear Appliances, which focuses on boutique strategy, has become a popular brand among young people in the field of Shuang 11 small household appliances. Under the moat of product power driven by innovation, Little Bear Appliances has become a popular style on multiple platforms, bringing exquisite life experiences to different young people.

In Tmall platform, Little Bear Electric Appliances is firmly at the top of the best-selling list. Among them, Xiao Xiong hot drinking machine ranks TOP1, Little Bear electric saucepan tops the fast saucepan best-selling list TOP1, and Little Bear three kinds of electric rice cookers dominate the ceramic rice cooker double 11 hot-selling list, winning user recognition and reputation in an all-round way.

Take the "active health" young people's favorite small bubble health pot, this product with unique small bubble technology, care food stew, so that the chassis heated more evenly, dense bubbles so that food nutrients can be fully released, and exquisite product appearance design, give people healing visual enjoyment. During the Singles' Day holiday, the product hit index in Tmall reached 9.9, with more than 400 users mentioning the keyword "easy to use" and more than 130 users thinking "good-looking". In addition, Little Bear constant temperature Pot also swept the top of Tmall double 11 thermostat sales list, praise list, buyback list and other lists, which is not only the first choice for most young people, but also loved by the majority of young people.

On the JD.com platform, Little Bear Electric Appliances dominates the list of products. For example, the bear multi-functional milk regulator boarded the JD.com platform PP material warm milk disinfection list TOP1, auxiliary food machines and other mother and child items occupy JD.com ceramic material auxiliary machine list TOP1 and so on. It is worth mentioning that in JD.com 's most authoritative "JD.com gold list", the rigid demand item mini quick-boiled rice cooker entered the "rice cooker gold list", with more than 10,000 praise and 64% sales. The reason why it is so popular is that the mini rice cooker fully meets the healthy dietary needs of contemporary young people and achieves 22 minutes of efficient cooking through recirculation bubble breaking technology. In addition, there are patented firewood yuan kettle technology, which can reduce the grains of firewood cooking to be sweet, not only delicious but also fast.

Not only just needs gain user recognition, Little Bear Appliances also brings young people a full scene of exquisite life experience, all the different needs of food, clothing, housing and transportation, can meet the users in one step. In the camping scene, Little Bear Appliance is equipped with cassette stoves, outdoor power supplies, outdoor fans and other products to easily handle the camping equipment; in the mother and baby scene, Little Bear helps parents take care of their babies, brewing milk with a multi-functional milk regulator for 30 seconds, "grinding" cooking sticks to help make fancy supplementary foods, and so on, to take care of the healthy growth of the baby. In the one-person eating scene, 1.6L mini rice cookers can satisfy single people who are lazy to cook, and they can be happier with less washing dishes.

Give full play to the advantages of numerical intelligence to ensure the best user experience

Behind a report card that leads the industry, it not only tests the "product value", but also tests the overall operation of the enterprise and the construction and improvement of the whole link strength.

Based on this, Xiao Xiong Electric Appliance has constructed a full-process digital solution, which realizes the system construction and integration in various business areas of research, production, supply, marketing and finance through the "three-wheel drive" of process, data and system, and makes use of a new generation of digital platform such as ERP, intelligent manufacturing platform and marketing business platform to promote the transformation of enterprises to digital and intelligent operation in all aspects. From customers to issue orders, product manufacturing, production capacity, warehousing, distribution and other entire chain interlinked, so that enterprises up and down coordination, improve quality and efficiency, but also ensure that each link can provide users with the best solution.

Every good reputation gained by Singles Day is that Little Bear Appliances starts with insight into user needs, accurately captures user portraits with huge amounts of data, and feeds R & D and innovation to solve every urgent problem for users. an experience that meets every user's needs. At present, Xiao Xiong Electric Appliance has built more than 10 elite R & D teams, covering more than 300 professional R & D. in addition, it has built a user technology pre-research team, focusing on the research of new technology, the application of new materials, the introduction of new technology and so on in the next 3-5 years.

Not only meet the experience needs of young people, Little Bear Appliances has been around the "young people like small household appliances" brand positioning, continue to meet the aesthetic needs of young people to upgrade. Whether it is the exquisite rice white design of the health stew pot, the modern ancient green design of the office light pot and so on, all through the 10 + design team, more than 60 + professional designers, the global design quality resources for users iterative upgrade. At present, Xiao Xiong Electric Appliance has applied for more than 1500 patents, won the Red Star Award, the Epland Award and other awards, and won the national high-tech enterprise and national industrial design center.

In terms of quality, Little Bear Appliances also takes good care of every pass for users to ensure that every small household appliance they get has the best quality. To this end, Xiao Xiong Electric Appliance is equipped with more than a dozen professional laboratories such as performance laboratories and electronic laboratories, as well as a large number of high-precision modern testing instruments to protect product quality in multi-dimensions and multi-links.

With exquisite small household appliances in line with the wishes of users, how to respond quickly to the market and meet the needs of users in the first place? In the aspect of mathematical intelligence manufacturing, Xiao Xiong Electric Appliance has five intelligent manufacturing bases, more than 70 production lines and two top-level automatic production lines in China, and the achievements of efficient transformation have been achieved through the empowerment of 5G and other industrial Internet technology.

Communicate with young people in the same frequency and create momentum for all-round brands.

Not only at the level of product innovation and digital manufacturing, but also at the level of brand building, Xiao Bear maintains continuous communication with young people through diversified ways of creative play, and conveys the brand image of "warmth and cure" to the outside world.

So how can brands get closer to young people? First of all, we should have an in-depth insight into the values of young people. According to the observation of Young people's consumption trend released by JD.com, young people are more likely to pay for emotional value while pursuing the practical value of the product, so as to meet their needs such as relaxation, health and self-satisfaction, and showing their personality.

Xiao Bear, which is well versed in the thinking of young people, has maintained a deep emotional link with the young circle through a variety of vivid and interesting creative content this year. For example, in the creative show of "Earth Food and Fashion Show", Little Bear moved the show of small household appliances to nature in spring, taking advantage of the spring scenery to taste the relaxed atmosphere of seasonal delicacy, and convey the lifestyle of rich and diverse brands and the pursuit of exquisite quality. In addition, in Weibo # Earth Food Show # topic also successfully broke the circle, countless young people in a feeling of cure in the atmosphere, hot about the happy moment of life.

And not long ago, the TVC short film "100 Happy moments cured by Little Bear" starring spokesperson Wu Lei has garnered more than 60 million views through showing healing moments in office, dinner, home and other life scenes, and sparked discussion on Little Red Book, Douyin and other social platforms. And during the Singles' Day, Wu Lei, the spokesman of Little Bear Appliances, also launched a cure copy on Weibo, which made countless young people feel the warmth of the four seasons accompanied by Bear Electric Appliances in every moment of inadvertent happiness.

Of course, in addition to the warm companionship in front of the screen, Little Bear Appliances has zero-distance contact with young people offline. This year, Guangzhou, Shanghai and other places have held a "bear hug flash parade." in the corners of major cities, Little Bear Electric, which is incarnated as a doll, gives every young person a soft bear hug, and brings emotional healing and companionship to different people through young interactive ways such as ASMR and wish messages.

Behind the achievement of the brand, it is because the brand puts the user first. This year's double 11, Little Bear Electric Appliances launched a series of actions around "user value", which not only won the market, won word of mouth, but also won the hearts of the people. It can be predicted that Little Bear Electric Appliances will continue to bring more exquisite life experiences to young people through product innovation and service upgrading in the future.

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