Boss kitchen appliances held a brand launch conference in Beijing to build a more happy home for the world, and launched a new marketing strategy based on emotional marketing.
What kind of consideration is based on the emotional intelligence of the boss kitchen appliances? According to Zhang Wei, the brand director of the boss's electrical appliance, as the pace of social life accelerates, the emotional exchange between family members becomes more difficult. Family members are often busy with their careers due to work reasons and neglect the necessary emotional communication. Perhaps a normal home-cooked meal at this time can allow parents, couples and other family relationships to be better communicated.
Under this premise, the boss electrical appliances cut through the social psychological level, in the role of corporate citizenship, launched the "love of love, build more happy home for the world" brand initiative, to convey a kind of brand goodwill and care to the consumer group .
In the view of the kitchen appliance industry, the emotional marketing strategy proposed by Boss Electric has weakened the demand for products, explained the emotional elements more, and regarded the individual emotional differences and needs of consumers as the core strategy of the brand. Demand to achieve brand premium and value added.
The emotional marketing carried out by Boss Electric is not limited to one concept, but the implementation of this marketing concept in practical actions. It is reported that "there is a meal of love" TVC officially landed on CCTV on March 1, and then the boss electric appliance will also carry out a series of activities around the family's emotional care.
For many years in the kitchen appliance market, the boss has always been the leading brand in the industry, which stems from the continuous innovation of the product technology strength of the boss. According to the data of Zhongyikang, an authoritative survey institution in China, the market capacity of range hoods, gas stoves and disinfection cabinets decreased in 2011, with the range hood falling 5.3%, the gas stove falling 4.3%, and the disinfection cabinet falling 11.9%. . Despite this, Boss Electric still achieved contrarian growth. In 2011, retail sales increased by 11.7% year-on-year. The sales and sales of the owner's European range hoods were the first in the industry, and its range hoods led the sales for 14 consecutive years.
Boss Electric's 2011 annual report is also a beautiful transcript. Its recent annual report shows that the total revenue is 1.534 billion yuan, an increase of 24.54%, net profit of 187 million yuan, an increase of 39.19%, and listed with other kitchen appliances. Compared with the company, Boss Electric maintained a high overall gross profit margin, reaching 51%.
It is reported that Boss Electric has a more specific brand strategy in 2012. Ren Fujia, vice chairman and vice president of Boss Electric, revealed that this year the boss will introduce the top French kitchen appliance brand “Dizeâ€, focusing on the high-end real estate decoration market. As a result, Boss Electric will have the top "Eze", high-end "boss", and the "famous" three brands that have been launched last year for the low-end market, thus subdividing the competition in the kitchen electricity market.
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