From box horses to super-species, to unmanned shelves, new retail samples are constantly emerging, and people are beginning to realize that the future direction of new retail will be to build a competitive edge with user experience as the core. In the kitchen appliance industry, the new retail is also fermented, and the beautiful one-stop smart kitchen has given a new interpretation. From May 18th to 21st, the 50th anniversary of the kitchen of the United States, the "Function of Heart" boutique kitchen tour Guangzhou was held in Guangzhou Luogang Wanda Plaza. In this tour, Midea's kitchen appliances moved its ingenious experience-based terminal to the event site, and the immersive new scene experience made consumers truly feel the innovation of the one-stop smart kitchen in the United States. Under the tide of retail, a new interpretation from brand potential to sales momentum was completed.
Deeply tap user needs, upgrade upgrade driver experience upgrade
Mr. Liang Zhengtao, Marketing Director of Midea Kitchen Appliances Domestic Marketing Company, said in his tour: “In recent years, as the middle class has gradually become the main consumer, the trend of consumption upgrading has become increasingly prominent. Consumers are paying more and more attention to product experience, but they are not so price. Sensitive. According to the "2017 China High-end Consumers Consumer Report", more than 60% of consumers purchase high-end home appliances for the purpose of improving their quality of life. How to seize the opportunity in the trend of consumption upgrading, do a good job of brand rejuvenation, and transform brand potential into sales momentum is a new consideration for all kitchen appliances brands under the new retail wave.
It is true that many home appliance brands in the industry are also actively trying out a variety of ways to transform into new retail, but they are often shackled by traditional routines and rarely innovated. Under the guidance of the “user-centered†concept, Midea Kitchen has a deep insight into the shape, mentality and behavior of consumers, tapping new consumer demands, and quickly taking the lead in the increasingly fierce new retail competition.
Different from the new retail transformation of other kitchen appliances brands, Midea’s kitchen appliances hope that through the offline immersive experience, consumers will truly feel the scientific and aesthetic life and smart life brought by the one-stop smart kitchen. The way to pass on the food culture and the new way of life, to change people's stereotypes of the kitchen with smarter and more humanized products, to make the kitchen atmosphere from tension to relax, to operate from cumbersome and simple, to share the good life with food. Longing for.
Deepen the scene experience, lead the consumer industry to upgrade consumption
What is the goal of new retail? Bringing the ultimate experience that customers really need, so companies need to spend more time polishing and thinking. Can it bring a good experience to users, does this experience make customers feel comfortable, smooth and caring, is this experience fresh? Kitchen appliances are closely related to the lives of consumers, and the beauty of kitchen appliances has already seen this opportunity. Explore how to deepen the consumer's scene experience.
Mr. Liang Zhengtao, Marketing Director of Midea Kitchen Appliances Domestic Marketing Company, told the reporter that “the beauty of the kitchen electricity knows the user's needs, from the user's point of view, the right medicine to develop a kitchen appliance product that really relieves the user's troubles. To create a better life experience and experience for the user. 'For the first-class beauty of kitchen appliances, do a good job of brand rejuvenation, transform brand potential energy into sales momentum, meet the needs of different users, use food to cure people's hearts, and use cooking to relieve sorrow."
Some insiders believe that the US kitchen electric tour will extend the online IP topic of "Taste of Hearts and Cooking" to the offline, and move the cooking terminal to the exhibition site, which is not only a continuation of the new retail model, but also The new exploration of the entire kitchen power industry leads the development of future retail channels.
Connecting online and offline, setting off a full-scale user transformation revolution
In the era of “new retailâ€, brands need to incubate new species, create new models, and open up new explorations. Innovation and experience have become the flourishing engines of the continuous growth of kitchen appliances in the United States, without changing the original heart of the beauty – to the users. Create the enjoyment and experience of a better life.
The beauty of the kitchen is based on such a beautiful vision, and the overall service system that focuses on the national diet and mental health is the “model room†advocated by the US kitchen and electricity industry, and hopes to provide understanding to hundreds of millions of Chinese families. , feel, and participate in the beauty of the "new kitchen" opportunity. And imagine, plan and even buy a better life in the future. Just as Mr. Liang Zhengtao, the director of the kitchen electronics market in the United States, published the White Paper on the Culinary Brands, the culinary language aims to establish a relationship with customers through experiential activities such as food teaching and the visual channels and operational activities. The intimate emotional communication and connection, this is the initial heart of the beautiful kitchen electric appliance model.
Up to now, Midea's kitchen appliances have completed the construction of 129 kitchen experience halls. In 2018, the prefecture-level cities will be fully popularized, and by 2019, the county and towns will be fully covered.
This time, Midea's kitchen power "heart-beating" 50th Anniversary Boutique Kitchen Tour is aimed at young users as the core target group, and will be the exclusive IP symbol of a brand of kitchen appliances - "The taste of heart and the kitchen" In front of many consumers, through the online and offline interactive platform, the distance between the kitchen and the user is brought closer. It extends young consumers from the entertainment program in the line to the offline experience area. Users can feel the quality of the kitchen environment with the same quality and technology aesthetics in the one-stop smart kitchen. You can experience the beautiful kitchen electric power. "Invented" brings high-end smart shock. 
In addition, in addition to "Taste of Hearts and Cooking", Midea's kitchen appliances also named the program IP "Small Town Story", infiltrating the brand image with humanistic spirit, changing the cold impression of kitchen electric technology, and turning high-end technology into life feelings. With the power of IP and the new retail marketing model, Midea Kitchen has explored the new possibilities of gourmet social + terminal marketing to bring us a perfect answer to the new retail marketing + IP gameplay. In fact, in just four years, the company has achieved a compound annual growth rate of 50%, and has a clear understanding of the kitchen appliances that are the first in the domestic kitchen and electric appliance industry. Midea Kitchen Electric actively explores O2O experiential marketing, layout and creating a high-end experience store “Cooking Wordâ€, which is presented as an entity of “Future Kitchenâ€, trying to bring the best product experience and cooking concept to the user. Actively embrace the attitude to meet the new enthusiasm of the kitchen power industry.
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