The transformation of the commander: Light Fashion era into the young territory

Early in the year, there are industry insiders said that the commander of the signs are revealed that it will focus on more detailed young users market, and recently, in Qingdao formally held the first brand transformation conference, the commander announced the "Light fashion home appliances pioneer" brand positioning and new logo, such as a full set of identification system, The fact that the rumor was officially proclaimed. This means that the official statement of this paper not only formally declares the commander-in-chief to transform into a new role for the young user community, but also to achieve a "fresh, fashionable, dynamic, with the Times" product and service policy.

From the brand concept to the overall evolution of the service policy, this is the leader from the hard to the soft, from the inside to the implementation of the Change initiative. However, for the home appliance market, this transition from the commander-in-chief, although seemingly the leader in the implementation of the new business model of the pace of exploration, but also to a certain extent, it indicates that the entire home appliance market in the new market competition, product positioning ushered in a new change effect. Even from the present point of view, this brand transformation activity or will bring the Chinese home appliance market development new vane-because compared with other brand activities, the Chief of this brand transformation set up to advance the young user group positioning.

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Commander-in-chief transformation brand positioning, young users welcome exclusive brand

This relaxed and lively conference was held in the scenic Qingdao Huangdao Golden Beach. In the conference site, the commanding products can be seen everywhere or with doraemon styling, or with Hello Kitty design debut, even in the exhibition of art content Exchange, the elements of young people appear in the conference stage, These various groups of users around the atmosphere of the young people do not reveal the commander in the new market positioning of the determination. After that, the official spokesman formally announced the change of the new brand concept, formally completed the official external sector has been rumored the fact that the commander-in-chief will become the exclusive home appliance brand for young people.

For the full transformation of the young users of the market behavior, the official interpretation of the information is the transition is not only the trend of the Internet, but also the user in a more personalized and characteristic products of the clear needs.

On the one hand, the new type of Internet, intelligence and other trends make the household appliances industry is ushered in a new reform initiatives, with innovative, intelligent and other characteristics of products also become the mainstream market, in this case, the commander to adapt to the needs of the Times transformation is also at ease. On the other hand, has always been the focus of the young user group of the commanding brand, has been to meet the needs of consumers and other demand as the brand of the home, so on the basis of the formal transformation of the young user market, is undoubtedly a new brand positioning promotion.

However, from the perspective of existing understanding, regardless of the reasons for the launch of the brand transformation activities, the commander of the brand adjustment behavior is indicative of young users in the home appliances demand choice, from now ushered in a brand-new exclusive object. For the entire household appliance market, is this the first way for a group of users of certain age to launch exclusive brands and services that will surely be the perfect choice for younger users? Perhaps time will bring the answer to the commander and the market.

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Why did the young user become the exclusive object of the commander's aim?

A comprehensive overview of the entire household appliances market, as the commander of the launch of a specific group positioning brand is not much, especially as well-versed in technology, products and services of famous brands, Commander in the case of others dare not easy to try the full implementation of the transformation measures, this move does not say the unprecedented but also called the industry pioneering. From the present situation, the Commander will fire all aspects of the action to target the young user group, in addition to show the commander in the brand transformation of the resolute attitude, but also revealed that the young user groups in the household appliances market share proportion, is ushered in a new focus.

This is because the young user community has more distinctive features in terms of demand.

With the current social and economic structure changes, after 85, the group began to become a new social pillar, and in the group consumption intensity, such a young group is also ushered in a new tide of demand. In such a time background, such a young group in the product demand for personalized demand, unique product design and other segments of the demand situation, also decided that the Home appliance brand in meeting the needs of such groups, must make a response to the development of the Times. And the commander as a focus on the young user market home appliance brand, undoubtedly has the "tun" market opportunity.

In addition, after 85, such a specific user group in addition to product personalization has a strong demand for the intention, this young user group of quality, service satisfaction also did not reduce standards. For the Home appliance brand, this means that the brand side not only to face the consumer to provide a stylish young, personalized brand elements, but also in terms of function to ensure that the whole aspect of the needs of the community experience. This demand for the commander, also means that the existing industry advantages----------------------------------"fifth space" of the refrigerator Technology, and so on, are almost all in harmony with the concept and technology and other aspects of the experience elements.

This means that the young user group and the commander's own brand advantage, in the market this ace of the homeopathic impetus, both sides have found a perfect point of contact, and thus have this unique user-specific transformation brand conference.

New competition in Appliance market: Subdivision mode or development watershed

In recent years, with the trend of the market changes, more and more fierce competition in the industry to make each brand in the development of a new gateway, some brands re-planning products and positioning, some brands focus on new channel construction, while others brand new carding consumer and market demand, And for such a subdivision group to launch the corresponding products and services. In this series of market initiatives, commander in accordance with the consumer group positioning to transform the young user market move, to a certain extent, also refreshed the industry brand in the biggest change in the record.

For the exclusive group to launch a specific positioning, this is a further market division, in the current industry tends to compete in all aspects of the situation, specific market segments in the resources, technology and user needs to have more space to play, can provide users with more quality and innovative products and services. In fact, early in the general transformation of the young user brand, a number of other areas of enterprises have been established through the establishment of sub-brand and other ways to break the market, from the current situation of the industry, these efforts to market segments of the brand has been a certain degree of market opportunities.

This will also mean that the market segment as a new cut-in, the future or will be expected to become a new direction of the entire industry development. Especially for brands with the advantages of technology, resources and channels, the advantages of niche market in competition and market demand will undoubtedly lead to new development direction and even re-construction of new market development watershed symbol.

In this regard, the current commander-in-chief has taken the first step and other companies are already on the way.

Finish

Zhu Yi, Science and technology from the media, well-known opinion leaders.
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The transformation of the commander: Light Fashion era into the young territory