In this context, based on the profound brand accumulation, Martian once again withstood the test of the market, continued the rapid growth in recent years, with a growth rate of more than 30%, leading the industry market, brand performance is quite stable. In the first half of 2022, Mars hit a new record high, especially in this year's 618 hit, also achieved the whole network multi-channel integrated stove sales over 300 million! Sit at the head of the industry.
In addition to revenue and growth, the development of the integrated stove industry, in fact, the Martian leader in many places. At the beginning of the birth of the industry, Martian will focus on product research and development, in addition to the continuous progress in product quality, in brand building, Martian has been constantly trying new things, with creative marketing hot out of the circle, to build a high-end brand moat.Stand firmly in the marketing outlet, fully release the brand development potential
In the past two years, the brand on the "product effect integration" discussion is very lively. In the integrated stove industry, there is no doubt that all brands are facing the dilemma of diminishing industry dividends. The traffic versus brand balance is being put in front of new consumer brands, and different companies are making different choices, but, in the end, the winners are the brands that continue to capture consumers' attention, regardless of brand seniority. As a representative and benchmark of industry quality and fashion, Martian has been focusing on creating a high-end kitchen appliance brand image.
In 2022, it will make efforts through multiple channels and deepen the brand in an all-round way. Martian not only has repeatedly won the attention of central media by virtue of its excellent product quality and brand strength, and appeared in relevant reports on various channels of CCTV, but also has invited the performing artist Huang Lei to be the spokesperson for four consecutive years, and participated in the cooperation of the popular variety show "Yearning Life" with the official designated products. In the crossover variety show, with the core product strength, it has achieved the deep circle of fans among the young group. Promote the market trend change, enhance consumer brand recognition.
In addition to the exposure of CCTV and the popular variety show "Yearning for Life", Martian also makes full use of the communication characteristics of the new media era to increase the shaping of brand image; By combining the extensive launch of high-speed rail and anti-air artillery with the big data-oriented precision launch of Douyin, B Station and XiaoHongshu, the slogan of "Stir-fry 100 peppers is not afraid" is deeply rooted in the hearts of the people, and the brand influence is comprehensively enhanced.
In fact, this year's brand index of Martians is still top in the industry in various search engines, e-commerce and short video platforms, and the gap with other brand data level is getting larger and larger, which also confirms that Martians brand in-depth strategy is correct and effective.
Multi-dimensional attack to build omni-channel brand layout
On brand strategy output, Martian further deepens the breadth and depth of content-oriented operation, strengthens multi-dimensional promotion on the Internet, new media and offline cities, and grabs traffic entry.
In the channel, Martian is also multi-dimensional attack, grasp the new demand of various segments in the era of channel diversification. As the first brand to develop online channels in the integrated stove industry, Martian has always been the forerunner and leader in the industry. This year, Martian continued to optimize the construction of self-operated stores on JD.com, Tmall, Suning and other platforms to enhance the brand's online influence and water storage and drainage for offline stores and large-scale online shopping nodes such as 618.
At present, the results are very obvious. The two self-operated flagship stores of Martian, Jingdong and Tmall, have accumulated more than 2.7 million fans; Tens of thousands of comments, praise rate over 99%. From the data only during 618, Martian ranked TOP1 in the sales of integrated stoves on Tmall, Jingdong, Suning and Douyin platforms, TOP1 in the sales of integrated dishwashers on the whole network, and TOP1 in the sales of 14,000 + high-end independent steaming and baking stoves, ranking first in the industry for five consecutive years. < /p>Relying on the increasingly perfect online and offline linkage and mutually empowering channel system with high-quality products and services, Martian has captured the favor of a large number of users and become an upstart brand in the kitchen electricity industry. "Beautiful appearance", "good service attitude", "cost-effective" and "convenient cleaning" have become the most frequently mentioned groups of words in the comments of users who bought and used the Martian integrated stove on Tmall and JD.com. Martian is taking advantage of the rapid development of integrated kitchen electricity, towards the familiar brand big strides.
