Is there always a group of friends who love baking, and occasionally produce enticing bread, cakes and other food products on Weibo, WeChat and other social platforms? Now, this phenomenon has become a popular culture. People, as the innate social animals, have their own social attributes, which make us meet food, fall in love with baking, and can't help but share with others.
Because of this, when the 80s and 90s with the "food" attribute and the "lazy" attribute are gradually formed, the family begins to grasp the power of the kitchen, and the kitchen appliances that can make delicious food with fun and easy operation are sought after. According to public data, the monthly compound growth rate of the oven has exceeded 30% in the past two years. During the period from 2013 to 2014, the popularity of the word “baking start†in Baidu increased rapidly, and the search index increased by nearly 10%. Times.
Behind this data, we can see that the demand for baking in the country is increasing, and the baking threshold is too high. Not only is the cooking technology difficult to master, but the baking process is opaque and becomes a pain point for users. Therefore, intelligent upgrades for these two points, advocating "fun baking", innovative kitchen scene marketing, and the innovative intelligent products developed by Midea Kitchen Electric - FUN series ovens came into being in this context.
Solve the pain points in the industry and create a younger baking ecosystem
"I have recently been fascinated with baking snacks. I saw that everyone on the Internet and Weibo are making various foods in the oven. It is really enviable." Miss Lin, who is newly married, is hot to try new things, and how to make Western food. Showing a strong interest. But she said that when I started to do it myself, the effect was often unsatisfactory. “The network recipes are difficult to understand, and the fires are often not well mastered. Most attempts fail.â€
Through investigations, it is found that many users, like Miss Lin, have a common problem of "high-handedness". After they buy the oven, they can easily make the oven into a "kitchen ornament" with three minutes of heat because they are not skilled. At the same time, buy an oven. There is still a pain point in baking. In view of the fact that the food may be cooked until the scorching may be only a few seconds, during which the user will spend a lot of energy on observing food changes and adjusting the baking time, the inside of the oven cannot be “followed†all the time, so it cannot be the first. Time knows the food condition in the oven, and it is impossible to control the time precisely.
Therefore, in the user's pain point screening, the US kitchen appliances based on these in the FUN generation of the oven into the camera, no matter where you are, what you are doing, just pick up the phone to know the condition of the food in the oven, and use the phone according to the specific circumstances remote control. At the same time, users can also describe the delicious production process in the camera recording mode, each time you can record a 60-minute video, support one-click sharing to the social platform, and pass the baking fun.
If the first generation of FUN ovens, with the addition of the camera function, is like making the product "eyes", the second generation is "thinking." The US kitchen appliances collect and screen massive amounts of data. With the cloud AI image recognition algorithm, the second-generation camera not only has the ability to observe and share, but also has the function of image recognition. It can quickly identify 60 kinds of foods and automatically match the cooking curve, which basically covers the daily life diet. Undoubtedly, creating a gastronomic social circle through the oven, automatically identifying, selecting recipes, and cooking autonomously... these functions seem to go far beyond the definition of “ovenâ€.
Therefore, Midea's FUN second-generation oven has been more widely recognized. This year, it won the German Red Dot Design Competition Award, which represents that its products have reached the international professional level of design. At the same time, in the latest 2018 C-BPI (China Brand Power Index) research results authoritative release, Midea's electric oven has been ranked first in the category of industry brand power index for three consecutive years. Behind the results, Midea's kitchen appliances use "invention" as the brand's strategic guidance, and in the field of scientific and technological innovation, the social recognition and value return they deserve.
In fact, the United States has always adhered to the comprehensive layout strategy model of property rights patents, all aspects, multi-products to stimulate product patent research and development. In September 2017, the “2017 Global Innovation Report†released by Corey Wei'an showed that Midea has ranked first in the field of home appliances for three consecutive years, and the number of patents for kitchen appliances is the highest. Midea Kitchen Appliances currently has 7,974 patent applications, including 503 overseas patent applications, and 3,808 patents granted, which has become a leading brand in China's science and technology innovation.
It is under the technical support of patents that in the process of infecting the pain points of the industry, Midea's kitchen appliances are constructed from the screening, purchase, and baking of raw materials, to the complete baking ecosystem service system using oven cleaning, using APP interconnection. The way, one-button operation, provides consumers with a complete one-stop smart baking solution.
Product scene innovation, open a new chapter in kitchen appliance marketing
From the practical technology to carry out functional innovation, we can foresee the future of health, food life experience, customizable smart kitchen appliances will be more and more, and can truly hit the user demand pain points, achieve multi-product linkage scene innovation products It will become a strong outlet for kitchen marketing in the market.
O2O's scene-experience marketing has also been regarded as the main direction of the US kitchen power market. Previously, at the CIKB Exhibition in Shanghai (China International Kitchen Expo), Midea Kitchen Appliances held a press conference on “Cooking Words and Cooking New Ideas†to create a new circle of cooking, in conjunction with Tmall, vcook food training institutions, and food suppliers. In order to ensure that the entire cooking chain is truly healthy and complete; and try new marketing channels and marketing models, through the radio, food programs and bean apple social APP aggregation and influence the circle audience, combined with the offline experience hall, spread the new cooking ideas to the public Explore the meaning of food and kitchen for life. In the idol food network comprehensively published since March this year, "the taste of the heart and the kitchen language", the beauty of the kitchen appliances as an exclusive title, is to move the cooking language to the show scene, all the culinary cooking of the stars in the kitchen It's easy to get it.
At the same time, Midea's kitchen appliances also created the kitchen language Lab at the China Household Appliances and Consumer Electronics Show (AWE) in March this year, and presented it as the “future kitchen†entity, with the “new four inventionsâ€. ——The steam washing hood that will be washed by yourself, the easy-to-use Chinese dishwasher, the obedient smart voice microwave oven, and the Fun second-generation oven that will cook by yourself will bring the user experience to the extreme and fully display the charm of technology and humanity. The latest inventions of the United States kitchen appliances.
Therefore, it can be considered that FUN Oven, one of the four inventions of the United States, is only a microcosm of its scene marketing and social interaction product attributes. What can be seen from this is that the social attributes of the product function transmitted by the oven reflect the distinctive network strategy.
Behind the beauty of the kitchen power to create a more beautiful and intelligent life experience for consumers, whether it is its traditional home appliances or kitchen appliances, even a small oven, can rely on camera records, mobile APP, image AI recognition The technology Internet interface realizes the interconnection and interconnection with users, and creates a complete smart family life platform for it. In this sense, the scene-innovative products that emphasize intelligent interaction, represented by ovens, hoods, microwave ovens, dishwashers, etc., go out of the kitchen electric marketing path led by “invention†and also serve many kitchens. Electric companies offer more models for learning.
In the future, the overall development potential of intelligent kitchen appliances will be huge, and the overall kitchen solution with set, intelligent and high-end will be the trend of the industry. It is reported that in 2018, Midea's kitchen appliances will continue to invest in the construction of thousands of kitchen language experience stores, in order to bring users closer, and achieve more accurate, content-oriented and valuable marketing.
In the US's innovative concept and future strategic system, it undoubtedly reveals a firm belief and solid ability for the future kitchen development, aiming to create more new products with intelligent technology through continuous innovation and technology investment. Its layout is not just a market, but a new ecology of the Chinese kitchen, seeking to give the Chinese kitchen more life.
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