2 seconds to sell 1 units, traditional manufacturers How to practice the Internet thinking?

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First, one case.

Haier recently launched a new generation of air purification products for the general consumer of the cube, and on December 19 to launch the world and online marketing. According to official data, on the first day of the morning 10 to 24 o'clock in the 14-hour time, the air purification products in the average 2 seconds to sell 1 units, a total of 30,000 sales volume, has become the industry in recent years other friends have rarely reached the height.

It is worth mentioning that Haier's activities are entirely based on the online, that is, Haier cross-border Internet thinking mode of the first attempt.

The results for Haier, although not tens of millions of the size of the data, but to break through the traditional thinking of the move, the data is also a new transcendence. In addition, for most other areas are trying to transform and cross-border traditional enterprises, Haier's this cross-border action has a certain impact and exemplary role.

So, how does Haier use the Internet to think for 2 seconds to sell 1 units of products?

1, the product is the foundation: the experience should be born for the internet thinking

As early as the years before, Haier has revealed in the innovation and marketing to make a new change, since then, Haier repeatedly through marketing, brand communication and product optimization and other ways to focus on the Internet sector, and in 2014, Haier has initially from the concept, brand and products, such as the realization of the new marketing thinking of the transition and cross-border.

This is something that can be verified in Haier's piece of product:

The first is product design and experience. From the design aspect of this product, Haier's air cube products follow the simple and easy-to-use principle, both in terms of design and internal layout, have followed this easy-to-use without losing the trend of the characteristics. The result of this design is that users can easily get started, and the overall product has a certain degree of aesthetics, can provide decorative aesthetic role for home settings.

Secondly, the product combines the Internet thinking, to provide users with more convenient functions. In this Haier Air cube products, users in addition to their own needs for the product "assembly" settings (according to their own needs, set different heights and intensity of purification machine), users can choose the function according to their own needs to choose a different way of working (product of different environmental functions).

Although these methods in detail is only a kind of improvement and adjustment, but its traditional function compared with the home appliance has been a progress, especially to eliminate the user can only passively push button mode, has been a qualitative upgrade and leap.

Again, this product in depth combined with the application of the way, with the Internet to achieve integration, very convenient user operation. In this Haier Air cube products, users can use mobile phone app to achieve remote operation, such as the user on the way home from work, you can achieve the remote control of the air by means of mobile phone, waiting for users to return home, Purifier has provided users with a new life space. In addition, users can also make various functions according to the app (no need to go to the machine to manually press the physical button), but also make it more convenient in the use of the process.

Other aspects, the product in the color, design and so on have a good performance, these details together, has been for Haier in the Internet thinking mode to open a new direction. For Haier, this is a kind of progress, for other manufacturers, this also means a learning and follow-up example.

2, Marketing is the layout: Internet marketing attempt and breakthrough

Haier Air cube products can achieve 2 seconds to sell 1 units of the sales miracle, its biggest cause in addition to product and product experience, its marketing is also fully implement the mode of Internet thinking, is the main reason for the smooth listing of this product to lay the foundation.

Haier's efforts in this regard are different from traditional marketing, that is, Haier through the first understanding of the market and user needs, and then based on the feedback results proposed feasibility of construction programs, in the case of feasibility of the initial production, and in this process at all times to maintain the user and the general consumer communication and feedback. Through this progressive approach, the goal of creating products for user needs is finally realized.

This mode of production is also a marketing method, because the demand and feedback as the reason for the birth of products, so this product at the beginning of the birth, it has meant that consumers demand the product.

In addition, Haier for marketing into new media, product trials and other ways also for the smooth marketing of Haier Air cube products have laid an indispensable foundation. In this regard, Haier tried several marketing cases such as guide users to participate in activities, create warm and pleasant stories, and spread the details of life and other ways, but also all aspects for users to understand and buy Haier Air cube products provide a comprehensive laying channels.

In these ways of collocation and combination, the user can in any way, at any time and place in the case of the full understanding of the Haier Air cube product details, and users through the full understanding and comparison, the realization of 2 seconds to sell 1 units of the product phenomenon, it is also reasonable.

In this way, it is the typical way of working with Internet products.

Traditional business cross-border: Embracing the Internet is the right choice

In the past for a long time, many people think that the internet thinking is not suitable for home appliance enterprises, because the home appliance enterprise distance information and the Internet have a certain distance, so the user experience, design, dissemination and promotion characteristics as the way of the internet thinking, not suitable for the use of traditional home appliances. But now with the Haier Air cube products in the Internet thinking practice cases, such a tone is being overturned, so the era, a large number of traditional home appliance manufacturers to practice the new mode of Internet thinking has become an indisputable fact.

This is for most home appliances enterprises, in addition to maximizing the user's fans to facilitate, but also for their own marketing, product improvement, user needs and feedback processing and other work to facilitate.

In fact, the traditional home appliances are not suitable for the internet thinking of marketing, is a traditional home appliances in the field of misunderstanding and lack of cognition, the future with the development of the Internet and information technology, the general consumer will usher in a new era of information, in this era, the Internet marketing products are doomed to be inevitable trend. From the present situation, the impact and role of this trend is enormous, and its impact on the industry can not be neglected.

Traditional home appliances from the current embrace of the Internet, which is to embrace change, is a commendable behavior, but also a future inevitable trend. At present, Haier has taken the first step in this area, so the future believe that there are other manufacturers to follow up the second step, which for the entire traditional enterprise manufacturers, this is a welcome change.

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Author profile: Zhu Yi, the first blogger writer in China (11 blog writing experience). Well-known opinion leaders, Internet media people, one after the founder of the media company. Long-term focus on internet business trends and case studies, dabble in TMT, mobile Internet, e-commerce, brand communication and management, home appliances, digital and other fields, currently engaged in public relations, marketing, brand management work. Personal number: Izhuyi; personal public platform account number: Zhuyiweixin

2 seconds to sell 1 units, traditional manufacturers How to practice the Internet thinking?