/ Aswen News/August 01, 2022 Guangzhou - In recent years, China's integrated cooking stove market has maintained a fast growth rate. According to the total data of Aowei Cloud network, in the first half of 2022, the market scale of integrated stoves was 12.4 billion yuan, with a year-on-year growth of 9.6%. In the face of the sluggish consumption environment, it still far led the market of household appliances and kitchen appliances, continuing the high growth trend of the first quarter.
At the same time, as the third category in the kitchen electricity industry with a scale of over 10 billion, and the category with a positive growth among the kitchen electricity products with a scale of 10 billion, it is chosen by more and more young people because it can solve the contradiction between diversified cooking needs and limited kitchen space, and the market scale and penetration rate are also continuously rising. However, the lack of product innovation and the increasingly fierce competition pattern of the industry are gradually highlighted. At this time, the integrated stove industry is in urgent need of a new mode of thinking, to inject fresh blood into the market, attract more young consumers' eyes, in order to gain more support from mainstream consumers.
Based on this, different brands have different answers on how to maintain steady growth in a rapidly changing market environment. For Martians, the key to a successful first half in 2022 is the brand's strict pursuit of quality and its continued youth strategy.
Brand marketing constantly breaking the circle < p>
As a professional brand of integrated kitchen electricity, Martian over the years in the product, marketing, channels and other dimensions of active exploration, embrace reform, focus on deep communication with young consumer groups, made a category breakthrough example, in the integrated kitchen market has achieved a unique industry achievements, The company went public ten years after its establishment. In the eleventh year, it ranked first in revenue of listed companies in the integrated stoves industry, and achieved the brand record of No.1 in sales of integrated stoves in the whole network for five consecutive years. It won the attention of mainstream media and the recognition of consumers, and was repeatedly featured in CCTV reports.
In particular, it is worth mentioning that Martian laid out e-commerce channels early and grasped online dividends, and achieved remarkable results for a long time. During the "618" period in 2022, the whole network sales (GMV) exceeded 347 million yuan, ranking TOP1 in the whole network category.In addition, in terms of product promotion, we not only make efforts to link online and offline channels, but also carry out a series of welfare activities in the official broadcast room, participate in the brand day activities on the official platform of Tmall, lavish name the popular variety show "Yearning Life", and invite Huang Lei to serve as the brand image spokesperson for four consecutive years... From star endorsement to variety show implantation to TV advertising and e-commerce live broadcast, the company has achieved all-round contact with the audience and deepened young consumers' cognition and understanding of Martian integrated stove products.
These actions build a rich and vivid brand image for Martians, influence consumers' purchase decisions in the early stage, bring more experience opportunities for consumers, and broaden the channel for users to perceive brand value.
Good quality enabling brand upgrading
Only products with core competitiveness, the brand can be powerful. China's integrated stove industry has developed for more than 20 years, showing the characteristics of high technology content and large R&D investment, and is playing an increasingly important role in the process of meeting people's growing needs for a better life. In the context of consumption upgrading, mainstream consumer groups have more stringent requirements for products, which forces enterprises to constantly understand the consumption trend, innovate technology application enabling products, promote the digital transformation and upgrading of brands and industries, and accelerate breakthroughs on the track of scientific and technological innovation.
< /p>Under the guidance of the national "innovation and development", the Martian digs deep into the pain points of consumers. Relying on the 342-mu intelligent industrial park, it has realized the automation and informatization of production and manufacturing; With the launch of APS(advanced production scheduling), WMS(Warehouse management) and MES(Manufacturing execution) systems, relevant management personnel can make analysis and decision based on the production data monitored by MES system presented in real time through the Martian IPCS intelligent control center, and realize the supervision of the entire production environment and manufacturing process. To ensure the production efficiency and realize the stability of product quality, it has become an effective tool to solve the contradiction between the space restriction of Chinese kitchen and the demand for diversified cooking. It also continuously provides internal power for the innovation and development of the industry and infuses new driving force for the healthy and green transformation project of the industry. At the same time, through the deep cooperation with well-known universities and Internet technology manufacturers, the product quality as the first principle, constantly improve product research and development, technology innovation level and other chassis capabilities, create a full range of technical support chain, ensure product quality, build a brand moat for their own steady development, so that products become the carrier to show the latest trends of scientific research and industrial development. Open a new blueprint of scientific and technological innovation to promote industrial development.
