The product innovation brought about by technological progress is the core force driving the optimization of residents' living habits,while marketing methods that are tangible,perceptible,and empathetic are the important entry points for this force to be infused into the public's life.
Over the past month,Angel,a leading global technology expert in water purification,has set off a new wave of household water purification both online and offline,which is a perfect combination of "good products" and "good marketing".
[Join hands with celebrities to start a carnival,fully activate offline stores]
"Safe and healthy drinking habits are crucial for maintaining the throat."
A month ago,the flagship new product launch conference of Angel Space Master series with the theme of "Technology Leads the New Era of Household Water Purification" was grandly held in Wuhan.The famous singer Sa Dingding,as a star experience officer,made a surprise appearance with the Angel Space Master series whole house large water volume water purifier M7 Home Pro 800,igniting the enthusiasm of the audience on the scene.
From this day on,Angel's marketing campaign covering 43 cities across the country for a month was officially launched.
Customers who come to the store to purchase the new whole house water purification products of the Space Master series can not only get detailed answers from the staff,but also have intuitive water purification experiments and hand SPA experiences on the spot.In addition,customers can also receive exclusive brand gift boxes,preferential subsidies and other multiple benefits.
Subsequently,Angel released a series of core materials and functional interpretation videos of new products,successively invited KOLs to punch cards at the scene and many local media and user experiences,promoting the activity's voice to stack layer by layer,further promoting the popularity offline.
During the National Day period,the beautiful water purification party was launched,and the online e-commerce and offline stores were linked to give gifts,which further pushed the activity to a climax.
A wave of household water purification swept the country,and users' drinking and water use concepts changed every day."In the past,I thought that purifying drinking water was enough,but now I realize that whole-house water purification is also very necessary." "I always thought that whole-house water purification was far away from me,but I didn't expect that the Angel Space Master series could make it available for every small and medium-sized family"...
For the durable home appliance industry,the coldness of physical stores has always been a difficult issue.Why has Angel succeeded so easily?
[PGC+UGC,cross-border linkage to achieve precise user dialogue]
In fact,the offline carnival is just the A side.Angel's online simultaneous fine and differentiated user communication is the catalyst for the explosive phenomenon.
Whole-house water purification covering washing,brushing,and direct drinking scenarios can not only ensure the safety of daily drinking and water use but also better protect the skin,clothes,and all water-related equipment in the house,with many benefits.However,market cognition and acceptance have not yet been popularized.
For consumers,the relatively unfamiliar concept requires a strong communication content field to be introduced in advance to eliminate the biggest psychological obstacle to consumer decision-making.
At present,searching for decoration pit-avoiding tips on social platforms has become the first preparation for consumers to do decoration.Angel realized that this is an important scene to popularize the concept of whole-house water purification to consumers and explain the core technology points of the product in detail.
To this end,it chooses to base on the core technology strength of the product and the demand characteristics of different groups,and cooperates with various types of IPs and talents.By using different topic settings,it produces PGC content for differentiated communication.
Traditional central water purifiers are large in size,and most small and medium-sized Chinese families do not have the conditions for installation.Angel then cooperated with the hard-core science popularization organization @Wave Studio to carefully interpret how Angel's whole-house large water volume water purifier M7 Pro uses a split structure to integrate the central water purifier and the under-sink water purifier together.It has a small volume,is easy to install,and completely eliminates consumers' hesitation and worries...
Consumers have doubts about the purification effect of water purifiers.Angel then cooperated with Tsinghua Dad @Bi Dao to conduct a unique "ice cube with horns" experiment,which intuitively presents the working principle of Angel's water purification products in removing super bacteria.Compared with traditional methods such as multi-stage membrane filtration and ultraviolet disinfection,the bactericidal effect is immediately apparent...While continuously delivering "hard goods" such as scientific principles and practical performance,Angel also places great emphasis on explaining the "soft empowerment" that whole-house water purification brings to a quality life.
Not only did Angel collaborate with Xiaohongshu Design Week to launch the "New Trend of Whole-House Water Purification" themed event,but it also joined forces with several lifestyle bloggers and designers to express the mysteries of quality home drinking water in a scenario-based manner.Additionally,it encouraged users to check in at Angel stores offline,receive exquisite周边 from spokespersons,complete tasks online to earn points,and draw the Space Master series of whole-house water purification products,producing a large amount of UGC content.This has guided information fission and promoted more down-to-earth topic discussions.
The combination of PGC and UGC has built a link between consumer needs and product value.This is crucial for connecting offline experiences.When stores are activated,more real offline feedback reinforces the authenticity and influence of pre-embedded content,further energizing offline stores.
【Based on user needs,strengthen product power with technological innovation】
Obviously,the premise for the formation of a virtuous online and offline closed loop is that Angel's product power can meet,or even exceed expectations.
As a leader in China's water purification industry,Angel was established in 1987,created China's first water purifier in 1988,and broke the neck of Chinese filter cartridges in 2019.Angel has always adhered to the corporate mission of "creating a healthy and beautiful life" and continuously broken through technical barriers.
The Space Master series that emerged in April this year is a groundbreaking work that Angel has brought to solve the whole-house water purification problems of most Chinese families.
In fact,the application of whole-house water purification was initially limited to large space housing such as villas and large flat layers,because a complete whole-house water purification system consists of five major parts: pre-filter,central water purifier,central soft water machine,end direct drinking machine (reverse osmosis water purifier),and pipeline hot drink machine.
To put it bluntly,you have to prepare a room specifically for it.
This obviously does not have universality.Angel has put in a lot of effort to make this system smaller,developing small volume technology,which can easily achieve under-kitchen installation with a height of 43 centimeters.As a result,Angel's Space Master series has also obtained the "smallest whole-house water purification system" certification awarded by the World Record Certification Institution (WRCA).In this way,it has also solved the problem of high installation difficulty and high threshold restrictions of whole-house water purification products,allowing every Chinese family to enjoy the convenience and health brought by whole-house water purification.Despite its small size,it harbors great power.
Common water purifiers often sacrifice water flow efficiency for filtration precision,but the whole-house large water volume water purifier M7 Pro,equipped with the unique Dragon Whale dual-effect water purification system,achieves a whole-house water purification flow rate of 4 tons per hour through the innovative dual ACF 2000 composite filter.Even when supplying water to 7 outlets simultaneously,it can ensure stable water pressure.
Users worry about the high cost of frequent filter replacement,but the patented long-life reverse osmosis filter 2.0 Plus on the whole-house large water volume water purifier M7 Pro can maintain the water purification effect for 8 years without decline.
It is worth mentioning that the whole-house large water volume water purifier M7 Pro,which was launched in September this year,is also equipped with a high-flow purification and heating technology,with a hot water flow rate of 2L/min,solving the problem of slow hot water flow.At the same time,the matching smart control tap can control three water temperatures with a wave of the hand,making it easy to handle more complex hot water usage scenarios.
The Space Master series is full of hard-core technology,starting from the user experience everywhere.
[Good products + good marketing,leading the new era of home water purification]
Good products are inherently closely connected with the underlying needs of consumers.Good marketing is to stand from the consumer's perspective,break the barriers of professional knowledge,and achieve the connection between the underlying needs of consumers and the value points of the product.
It is precisely because Angel has always adhered to the unity of user value orientation in product development and marketing strategies that it can drive store traffic with good marketing,and then feed back marketing volume with good products.A virtuous closed loop drives a spiral rise,promoting the continuous surge of this home water purification wave.
In addition to earning enough volume,Angel has also made a substantial profit in "sales".
In the past month,there have been many users who placed orders on the spot for the first time.Previously,Angel Space Master's whole-house large water volume water purifier M7 Home 800 and whole-house Mini soft water machine have already ranked in the top two in the offline market share of hot-selling models from April to May this year; the whole-house Mini soft water machine has also led the industry in sales of soft water machine products in June and July.From a more long-term perspective,Angel has fully disseminated the concept of healthier and safer home water purification through this nationwide craze that integrates online and offline,spanning over a month.Angel's strong positioning in the whole-house water purification scenario has been further consolidated by achieving a double harvest of traffic and sales.Together,these have laid an important foundation for Angel to further open up potential markets.
