With a wealth of benchmarking marketing case endorsement, focus on omni-channel brand exposure of multi-dimensional play, the marketing story of Etian can always arouse high attention in the industry. For the Etian, which has cooperated with high-speed rail many times before and achieved good results, this year also hit out to hand in hand with high-speed rail, carrying the world's leading "China Speed", showing the leading brand image of the kitchen appliance industry.
01
Across the country, easily capture "100 million" brand exposure
Looking back on the repeated high-speed rail advertising in the past, whether it is crazy Double 11, or China's unique Spring Festival travel rush, or the summer prime time with high tourism heat, Etian can always achieve accurate advertising through full insight into the market, so as to maximize the effect.
In the face of the new peak of summer travel heat this year, Etian also smelled this market opportunity early. In the country's first-tier cities, provincial hubs and golden economic circle along the Yangtze River Delta stations, to carry out high frequency, full coverage of the launch, so as to play with high occupancy, perfect display of brand image.
In this context, every day, tens of thousands of passengers can feel the brand image and the culinary concept conveyed by the brand in the high-speed rail station.
In the closed communication environment of high-speed rail, iconic propaganda slogans such as "for every 10 sets of steamed and baked independent integrated stoves sold, 7 are from Etian" and "Etian kitchen electricity, really have a set" have left a deep impression in the hearts of endless users.
There is no doubt that around the travel potential population to deepen brand awareness, high-speed rail hub scene with its huge influence and penetration to help enhance the brand value, and for Etian won more consumer recognition.
For a long time, Etian has actively explored new marketing ideas and constantly expanded new marketing channels, providing fertile soil for the brand's full matrix exposure. On this basis, through the deep communication of high-speed rail, the brand concept of "Itian integrated technology, better understanding of Chinese kitchen" has become more popular, which also better demonstrates the brand confidence of Itian, and further releases the brand energy and advantages.
02
Transport hub C, to thousands of family kitchen C
Up to now, China has successfully built a high-speed railway network with the world's longest operating mileage, the world's fastest commercial operation speed and the world's highest operating network access level, realizing the transition from catching up to leading.
And Etian, also a TOP level presence in the integrated kitchen industry, has always adhered to the development mission of "building a healthy, open and intelligent integrated kitchen for hundreds of millions of families", dug deep into the multiple applications of integrated technology and kitchen scenes, achieved the innovative technology iteration and upgrade of "smoke-free", "harmless" and "unmanned" kitchens, and became the leading brand in the industry.
For example, the steaming and baking independent integrated stove mentioned above, Etian has achieved a leading position in the industry with absolute market advantages. From the steamed and roasted independent S8 to fill the gap in the market, bringing consumers a new understanding of the cooking experience of "steamed and roasted synchronization, delicious acceleration", to the S8G, S8C, S8A, S8M and other breakthroughs from different dimensions and enrich the product matrix of the S8 family, it can be found that Eida constantly improves itself on the steamed and roasted independent track and constantly pursues a more extreme craftsman spirit.
Another example is the integrated cooking and washing center first proposed by Etian in the industry, which is different from the traditional kitchen electricity, based on the overall kitchen space and kitchen living scene, with a golden combination of a steaming and baking independent integrated stove and an integrated sink dishwasher, deeply integrating and integrating the functions of "smoke, stove, steaming, baking, cooking, washing, drying, trough" within 1 square meter, and at the same time through a variety of Technological breakthroughs and innovations have opened up the full link of "cooking - washing" before and after meals, and reconstructed the Chinese kitchen. There is no doubt that under the combined force of function and beauty, users can enjoy the convenience of integrated sets, and this really fits and expounds the deep core of "Etian kitchen electricity, really a set".
Of course, in addition to the above level of leadership, in the kitchen electricity industry polished for many years, the grasp of future trends is often better than peers. Take this year's hot track integrated cooking center as an example, the category achieved high growth in both online and offline markets in the first half of the year.
Compared with the players who only heard the "wind" and moved this year, Eida has already taken the lead in 2021, and won a good market opportunity for itself. Today, Etian has completed the diversified layout of the three series of smoke stove, smoke stove steaming, smoke stove steaming, baking and frying, far ahead of other peers.
It can be found that Etian is committed to providing consumers with integrated, integrated kitchen electrical products and integrated kitchen scene solutions, and has been stepping loudly and strongly. And it is not difficult to predict that under the gallop of high-speed rail "China speed", the Etian brand is constantly crossing the major transportation hubs C, and Etian products will also become the kitchen C of more and more families through high-speed rail.
peroration
North to south, east to west. Billion Field combined with high-speed rail with practical action, in the golden file period to play a beautiful offline traffic marketing war. Looking back on the first half of the year, whether it is the magic brainwashing ladder media advertising, or the hot subway advertising, or the brand spokesperson Lin Zhiying dropped into the new product launch site, and the online social platform's master grass, it is not difficult to see the efforts made by Etian through resource integration, all-round, multi-angle, and high frequency brand promotion. And all the above is also the epitome of the full attack and continuous hard work of Eida throughout 2023. Next, how to further highlight the brand style and what kind of promotion to the industry is worth looking forward to.
