On June 12, 2018, Midea's refrigerator brand night and micro crystal series refrigerators were first launched in Xiamen Wuyuanwan Music Island. Midea Refrigerator announced the brand-new positioning of “Global Smart Refrigerator Leaderâ€, and the world's first new intelligent fresh-keeping micro-crystal series products led the refrigerator industry's smart technology to return to the preservation, which was highly praised by the industry.
The beauty of the refrigerator brand night, successfully broke through the previous industry's relatively single marketing communication situation, and built a comprehensive, diversified, all-platform communication system. Focusing on the needs of users' life preservation and deepening the true meaning of intelligent preservation, it has formed a strong brand precipitation and word-of-mouth diffusion in the eyes of the industry and consumers.
See the smart preservation strength with the challenge of seeing big salmon
The biggest suspense at this conference should be the beauty of the refrigerator "salmon intelligent preservation and storage challenge". On June 5th, the US refrigerator "Salmon Smart Preservation and Storage Challenge" was officially launched in Xiamen, equipped with "micro-crystal fresh" intelligent preservation technology. The microcrystalline refrigerator sealed the salmon in the microcrystalline chamber for 7 days. On June 12th, the whole process lasted for 168 hours. Through the camera, the whole process was continuously broadcasted at various angles. The 7-day salmon was unsealed at the press conference, and the industry association experts and core media were invited to taste and comment on the spot.
Through the all-round competition of texture, taste, smell and other dimensions, the salmon stored in the micro-crystal of the refrigerator has won the unanimous affirmation of the taste of the “fresh fresh†taste, confirming the intelligent fresh-keeping strength of “micro-crystal fresh†It became one of the highlights of this conference. The “Salmon Smart Preservation and Storage Challenge†initiated by Midea Refrigerator is a big hit and a big hit on the life of users. Through such a dramatic and challenging way of presentation, users and consumers can clearly feel that the US refrigerator “microcrystal week†Fresh "smart preservation technology" is a shocking preservation strength.
Join hands with the "chief of the early adopters" Zhang Liangmei's refrigerator to form a star word of mouth spread
As early as May, Midea refrigerator officially joined hands with star chef Zhang Liang to create a new benchmark for industry marketing with the innovative marketing method of the first emotional food voice column in China. On June 12th, at the press conference of the US refrigerator brand, Zhang Liang was officially awarded the trophy of “Chief Taste Official†under the witness of many media and guests.
At the press conference, Zhang Liang, the chief taster of the company, as the star user of the beautiful micro-crystal refrigerator, told the guests and media friends about the extraordinary “fresh†experience brought by the beautiful refrigerator for his and his family’s life. Experience the beauty of the microcrystalline refrigerator testimony, a strong affirmation of the fresh preservation strength of microcrystals.
Beauty's refrigerator chief tastes fresh Zhang Liang and Shangri-La's five-star executive chef Adrian Lim's live PK salmon taste
At the scene, Zhang Liang also cut the salmon with the Shangri-La Executive Chef PK, presenting the exquisite knife for the 500 guests and the netizens on the spot, and making the “Fruit Mustard Salmon†on the spot to showcase their superb cooking skills and present the taste for the guests. A very tasty salmon. The "preservation expert" beauty refrigerator and the "star gourmet" Zhang Liang's strong combination, the star's high-quality word of mouth spread, will further enhance the brand reputation and market influence of the US refrigerator.
Diversified live broadcast coverage of the entire platform audience online and offline vigorously launched to open the screen mode
In this conference, Midea Refrigerator launched a multi-channel multi-mode live broadcast platform to jointly promote the live broadcast of the news media to create the most professional on-site direct hits, and bring the most shocking live pictures and new products to consumers through e-commerce live broadcast. People conduct interactive live broadcasts, and diversified live broadcasts cover the entire platform audience. The release of the conference will be passed on to the consumers. The online and offline integration will further enhance the brand's volume and the brand influence of this conference.
In addition to the full coverage of the live broadcast on the same day, on June 16th, Midea's refrigerator also launched the challenge of “7 days of fresh, tastes like the beginning†of hundreds of thousands of stores in the city, bringing the ultimate fresh experience to more consumers. At the same time, Midea's refrigerators are more online and offline advertising, opening the flood screen mode across the country: As early as June 12, the US refrigerator brand night online APP-side advertising has been fully deployed in place, covering the six mainstream The media and 10 major points; Zhang Liang's deductive TVC hit the CCTV multi-channel prime time; outdoor media advertising strong screens the country's top 10 core city airports and high-speed rail stations, advertising in 23 mainstream business districts will also be On-going, the omni-channel layout of sea, land and air will push brand information to consumers at all levels.
With a wide range of live coverage, strong online and offline publicity, this US refrigerator brand night and micro crystal series refrigerator world premiere received super popular attention. On the day of the conference, related topics #ä½ å¥½,智能ä¿é²œæ—¶ä»£# received much attention, the topic reading on the day is more than 5 million. At the same time, Tencent, Phoenix, Sina, Jingdong, Suning, Taobao, a live broadcast, today's headlines, iQiyi and many other live broadcast platforms recorded the grand event of the conference. As of the end of the live broadcast, the cumulative volume of the video was close to 10 million.
In 2018, the beauty of the refrigerator brand and the world premiere of the microcrystalline refrigerator series is an important guide for the future strategy of the refrigerator layout of the United States. It is also the development direction of the entire refrigerator industry and even the future smart kitchen. In the future, Midea's refrigerators will be based on brand new positioning, and continue to innovate in intelligent preservation technology, strive to make nutrition and health accompany every ingredient, serve every family member, and join hands with consumers with the mission of global smart refrigerator leader. Enter the era of intelligent preservation.
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