Beautiful kitchen appliances release the kitchen brand white paper to define the future of good life

On March 28th, the launching ceremony of the "Taste of Hearts and Cooking Words" and the White Paper of the Kitchen Brands was successfully held at the Shanghai Ou Lai Outlets Village Conference Center. Six post-90s flow artists: SWIN lead singer Zhao Pinlin, SWIN main dance Liu Ye, SNH48 member Sun Hao, Yihaimeng workshop workers Cai Haipeng, He Yucheng, Zheng Zelin gathered at the conference. At the scene, not only SWIN members and SNH48 members challenged the tacit test, on-site impromptu rap and other surprises, but also the beautiful kitchen appliances released the “Cooking Brand White Paper”, which conveyed a new food culture and cooking concept, and made cooking bring love to more families. And happiness.

The beauty of the kitchen electric imagining cooking the next era of the kitchen brand white paper to frame the future of a better life

At the press conference, Liang Zhengtao, the director of the US kitchen appliance market, released the “White Paper on Culinary Brands” on the spot, aiming to establish a dialogue between the customer and the customer through the experiential activities such as food teaching and the visual image and operation activities. Intimate emotional communication and connection, this is the beginning of the beautiful kitchen electric appliance model, encouraging implicit and restrained Chinese to convey emotions through food, and cooking to bring happiness to more families, which is in line with the taste of heart The purpose of the program is highly compatible.

For a long time, Midea's kitchen appliances have spared no effort to promote the upgrading of Chinese kitchen appliances with advanced technological innovation and humanistic care, making each kitchen more convenient, comfortable and intelligent, and each cooking process is more relaxed, efficient and smooth; Every meal of the Chinese is more abundant, delicious and healthy.

The American cuisine 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 give hundreds of millions of Chinese families. Provide opportunities to understand, feel, and participate in the beauty of the "new kitchen." And imagine, plan and even buy a better life in the future.

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.

Build a social circle and share the fun of food

Different from other kitchen appliance brand experience stores, the beautiful kitchen language hopes to convey the food culture and new lifestyle in a simpler and more direct way, changing the stereotype of kitchen equipment with smarter and more humanized products, and making the kitchen nervous. Become relaxed, the operation becomes simple from the cumbersome, the atmosphere becomes heavy and bright, the high-end is no longer cold, the social platform property of the kitchen is displayed, let people share the food, share happiness, share the good life with food. Yearning for and vision.

The beautiful kitchen language gathers these passionate foodies through online and offline interactive platforms to establish connections and close relationships with users. The beautiful kitchen language is an in-depth operation and combination of online and offline terminal connections in the era of experience-based. Nowadays, after 85 and 90, it has become the mainstream of kitchen consumption. For this group of hands-on food, it is the first priority to eat well, but it is indispensable to eat and taste. With young users as the core target group, the chefs use the elements of "love" and "confession" that young users like to hear in "The Taste of Hearts and Cooking", which gathers fans online and guides the form of offline experience. The distance between language and users, to achieve accurate marketing, interact with user fans, capture their "heart".

Online and offline linkage, multi-dimensional opening of the new retail + IP era

"Taste of Hearts and Cooking" is based on "Cooking Words", and food is the carrier. It is a network variety show that integrates social, live and new retail. Midea's kitchen appliances will directly create a “kitchen language” in the studio to record the program, including the name and shop decoration style, all customized to the kitchen language image, and the heart-warming story will be staged in the kitchen. The beautiful kitchen experience stores are located in major cities across the country, and are everywhere in people's lives. Culinary language gathers fans through online variety, which guides the offline experience and narrows the distance with users. It is a more accurate marketing model, which can effectively improve customer satisfaction and purchase transaction rate.

With the full application of the kitchen language in the program, the sales transformation of the kitchen appliances under the channel was guided. The operation mode of “service front-end + experience marketing” enables offline chain terminals to attract customers. At the same time, it also brings a win-win situation for the US kitchen electric appliance “mainstream formation of sales and customer price increase”. 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. Obviously, in the new retail era centered on the user experience, the store terminal is no longer just a sales place, it is a communicable scene that provides display, experience and service functions, and some interesting cooking interactions, some Valuable content sharing, so that more consumers and users really participate.

Experience upgrade, create multi-dimensional marketing of variety + brand + training

Last year, Midea's kitchen electric power in the double eleven e-commerce marketing war, together with Tang Yizhen in the kitchen terminal together to "create a dream kitchen", in line with the double eleven marketing entertainment + content marketing, offline line, for The audience shows the story of love and love that takes place in the kitchen with temperature, releasing the gastronomic social attributes of the kitchen.

It is understood that in the near future, the cooking language and haollee just completed the training cooperation, the first "beautiful kitchen cooking business operation training class" in Beijing Sanlitun haollee baking class ended perfectly. Baking masters gather interactive communication, aiming to make the kitchen language a high-end baking hall, sharing and communicating the baking knowledge and skills of the front end.

Zhu Yu is in the front, this variety press conference and the "White Paper on Culinary Brands" conference show us the beautiful life of the beautiful kitchen language, and also push the content game to a new height, with the taste of heart. "Cooking Language" star variety IP as the core, integrating the conference, variety show launch, national tour start, star portrait material and other topics and resources, combined with the kitchen electric purchase promotion policy, perfect to create a subversion of traditional, variety + brand new retail Marketing campaign. Multi-dimensional marketing upgrades enrich the application scenarios of the kitchen language and extend the marketing ecosystem of the kitchen language.

The star and the amateurs jointly prepared the heart-shaped food, and finally completed the “confession” in the kitchen language experience hall, adhering to the experience of the kitchen language, completing the online and offline marketing closed loop, and opening the new retail terminal marketing new food and entertainment. mode. The fast-moving flash shop in the program will also extend to the offline “heart-moving convenience store” physical store, and the “heart-moving convenience store” as a derivative retail brand will realize the indiscriminate interaction with the audience to the greatest extent. Emotional distance.

What kind of sparks will happen when the beautiful kitchen language will collide with the "Scent of Hearts and Cooking", so please look forward to the March 31st, "Taste of Hearts and Cooking" for you.

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