/ Daily News/August 25, 2022 Guangzhou -- With the rapid iteration of mainstream consumer groups, the consumption psychology and consumption mode of new consumer groups have brought new changes in consumption habits and consumption structure. While traditional brands are still fighting against the changes in the market environment with products, channels and business models with severe homogeneity, Kelon air conditioning keenly captures the development trend of brand youth.
To be self and social, casual and delicate, to stay up late and health..... The unique needs of young people in age Z and the coexistence of conflict and harmony test the brand's marketing game-breaking ability in the construction of youth. As a classic brand in the air conditioning industry, Kelon Air Tone in this year's summer marketing offensive, with "16 decibels of me" as the breaking point, wrote a high score for young people.
Insight into young people's mentality depth layout of young circle
In the face of the number of college graduates in 2022 repeatedly hit a new high, the difficulty of employment is constantly upgraded, Kelon air conditioning took the lead on July 5th online a description of "16 decibel youth" from graduation to employment story, We encourage and accompany young people to protect the dream of "16 decibels". The heroine depicted in TVC accurately reflects the psychological activities of new people in the workplace when they are confused, confused and frustrated in the face of complex employment problems, which leads to the deep empathy of young people. Also let Kelon air conditioning innovation launched sleep air conditioning small ears series into everyone's vision, but also show Kelon air conditioning accompany graduates' life transition brand temperature.
On July 30, the 2022 New Youth Music Festival was held in Weifang, Shandong Province. Kelon Air conditioning set up an immersive theme exhibition area at the music festival site. In addition to setting off the summer passion with 12 rock bands like Second-hand Rose, Pain Yang and Letter, which are loved by the new youth, Kelon air conditioning integrated creative interaction, forwarding raffle, atmosphere gift, The pioneer technology in many products such as Kelon Sleep air conditioner Small Ears series, Kelon Baby Sleeping air conditioner, Kelon Double Purifying new air aeration air conditioner, etc. is intuitively displayed to the new youth. The product power is transformed into grass power, and the efficient output and full penetration of the brand value are completed imperceptibly.
On August 16, Kelon Air conditioning "Dancing 16 decibels of Grace" challenge was launched. Through focusing on young people's life scenes to interact, exchange empathy with young strivers, and release young brand attitude. Once the activity was launched, it received a warm response from all walks of life "dancers". Many Douyin creators have uploaded dance works on Douyin. They are not young enough to keep dancing.
From "16 decibels of me", to the new Youth Music Festival, and then to the "Elegance of Dancing 16 decibels" challenge, Kelon Air conditioning gradually extends the theme of "young culture", every step precisely steps on the pain points of young people, in order to fit the cultural connotation of the values of Generation Z, strong entry into the circle of young people.
Follow the market trend to lead the cultural marketing trend
In today's gradually younger consumption structure, only by seizing the young market, the brand can have lasting vitality. As Kelon sleep air conditioning small ears series, in the design of the integration of retro and modern elements, with visual temperature and humidity dial, in the soft can also see the mechanical sense of inheritance. Its two skeuomorphic ears are more interesting, and the whole product tends to be "younger" from shape to color.
More than appearance, Kelon air conditioning small ears series also achieve a low 16 decibels quiet environment, for young people to create a deciduous quiet rest and sleep space. In addition, Kelon Air conditioner Small Ears series also creates a unique sleep curve for different people. Users can customize their own sleep temperature and sleep duration, so as to achieve more refined customization of temperature and wind speed in different periods according to the changes of body temperature during sleep, so as to create a more comfortable sleeping environment.
Kelon air conditioning has always believed that in the new consumer market environment, the successful marketing strategy needs to meet the brand positioning and product tonality is highly compatible, in order to achieve young breakthrough faster. Only by locking specific consumption scenarios and focusing on creating high value-added products can we accelerate the "expansion" of the market.
< /p>Faced with the current era of diversification, the traditional marketing methods have been unable to work. Starting from "user thinking", integrating into and even leading the new young culture is the winning way. With the continuous ferments of youth topics such as college students' employment and their first entry into the workplace, Kelon tightly grabs the attention of Generation Z and drives the healthy growth of product sales. In the form of offline music festival and online challenge competition, Kelon accelerates the improvement of the market understanding of new products, comprehensively layout new consumption scenes, and finally enables the promotion of products through consolidating channel communication. Help sales and brand reputation improve synchronously. In the future, I believe Kelon air conditioning will continue to release the youth gene, for consumers to bring more surprise products.
