Small light mini washing machine new product promotion plan
Background analysis: in the past two years, all the big washing machine brands, especially the foreign brands, hit the top of the top.
On the one hand, the high end route of foreign brands is under the pressure of domestic brands.
The washing machine market, the domestic brand not only has been occupying more than half of the market share,
And in recent years, in the technology and other aspects of the frequent force, continuous introduction of consumer needs and even lead to new products that lead to consumer demand, such as the Haier roller washing machine, are recently in Beijing,Shanghai, Guangzhou, Qingdao and other places to launch a large capacity washing machine series of new products, the highest
The price of the product will exceed
Ten thousand yuan; the small Swan Washing machine has also put forward the creation of fashion and high quality students
The concept of living, continuous introduction of energy saving, water-saving, intelligent and environmental protection type high-end washing machine, this new product,
Some will undoubtedly bring more pressure on foreign brands who want to seize more market share.
Most of the big brands of the clothes machine are adjusting their strategy, taking the advanced route of technological innovation and gradually giving up low end products, this is mainly considering the vast majority of our washing machine market in the city. But the state of the country's consumption level determines that there is still a lot of low - end products in a long period of time.
The new product is on the market.
Any shape light mini washing machine compact and convenient health
Promotion and promotion in Beijing's major electrical appliances business city.
Put new products into the washing machine City
The field. Make the first battle and stand on the heel.
Target consumer groups:
Between years of age)
- this kind of consumer's special
It is the pursuit of new fashion, fast and convenient. Some of them are college students; some are new.
A worker with a job,
Renting a house with a colleague or fellow student;
And there's a middle salary.
Single apartment, clean and tidy office building. They have a common feature: Life
In the fast pace of life,
And under such rhythmic living conditions they have to remain
The less amount of laundry determines that they are our mini washing machines
The first target market. Because most of their living space is smaller and their income is low, they need to be
The product features are flexible and compact, easy to carry, fast, and can be washed at any time.
A couple with a baby
Between years of age)
Most of these consumers have one
The fixed economic strength,
Because the family has been formed,
So most homes have already got laundry
The machine or the parents of both sides live together (the parent's home has a big washing machine)
But there's a treasure
For the health of the baby, it is necessary to wash the clothes of the adults and the children separately.
The clothes are small and many, and this time you need a healthy and lovely mini small washing machine.
This type of consumer is characterized by the rising period of her husband's career.
The wife is also working because of the baby
They need and don't care to spend much money to buy a health facility.
Pay attention to the health function of the product.
Promote the theme: large buy small washing machine, convenient health home
Small light mini washing machine positioning in the low-end price,
A little too large for consumers to buy
The impression of small washing machine spending less money attracts our target consumer groups and highlights the product special.
Point: it is small, convenient and healthier. At the same time, our sales site is to be styled in a fashion.
Meet the life breath of the younger generation to further close the distance between the target consumers.
Analysis of competitors
Haier prodigy washing machine with our small light has a very high similarity,
Current small market prodigies
It has occupied a certain position.
Washing machine without washing powder
In the high end of the washing machine in China
The share of the field was growing rapidly and the total sales volume broke out.
Wan Tai. Set up with the help of Haier
The natural attraction,
We can live directly with the small child prodigies.
The middle and low end consumer market.
(Haier is priced in
Three thousand and five hundred
Over the yuan,
It doesn't happen to us.
But it's good for our sales.
Means of communication
And suing, Gome,
And cooperation in Beijing, Hong Kong and other major newspapers in the country and have effect
The life of a fashion magazine any light mini washing machine market promotion news,
Improve the elimination
The purchaser is interested in buying.