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Small Light Mini Washing Machine New Product Promotion Plan
Mar 13, 2018

这两年,各大洗衣机品牌特别是外资品牌打出高端

路线牌,外资品牌改走高端路线一方面是迫于国产品牌的压力,在

洗衣机市场,国产品牌不仅一直占据着超过多半数的市场份额,而

且近几年在技术等方面频频发力,不断推出适合消费者需要甚至引

领消费者需求的洗衣机新产品,比如海尔滚筒洗衣机最近在北京、

上海、广州、青岛等地推出的大容量洗干一体机系列新品,最高的

产品售价将超过

1

万元;小天鹅洗衣机也提出了创造时尚高品质生

活的概念,不断推出节能、节水、智能环保型高端洗衣机新品,这

些无疑都带给欲抢占更多市场份额的外资品牌更多的压力。国内洗

衣机的大品牌大部分正调整战略,走技术创新高端路线,逐渐放弃

低端产品,这主要是考虑到我国洗衣机市场绝大部分在城市。但我

国消费水平的现状决定了在很长一段时间内中低端产品仍有很大的

市场。

这两年,各大洗衣机品牌特别是外资品牌打出高端

路线牌,外资品牌改走高端路线一方面是迫于国产品牌的压力,在

洗衣机市场,国产品牌不仅一直占据着超过多半数的市场份额,而

且近几年在技术等方面频频发力,不断推出适合消费者需要甚至引

领消费者需求的洗衣机新产品,比如海尔滚筒洗衣机最近在北京、

上海、广州、青岛等地推出的大容量洗干一体机系列新品,最高的

产品售价将超过

1

万元;小天鹅洗衣机也提出了创造时尚高品质生

活的概念,不断推出节能、节水、智能环保型高端洗衣机新品,这

些无疑都带给欲抢占更多市场份额的外资品牌更多的压力。国内洗

衣机的大品牌大部分正调整战略,走技术创新高端路线,逐渐放弃

低端产品,这主要是考虑到我国洗衣机市场绝大部分在城市。但我

国消费水平的现状决定了在很长一段时间内中低端产品仍有很大的

市场。

Small light mini washing machine new product promotion plan

Background analysis: in the past two years, all the big washing machine brands, especially the foreign brands, hit the top of the top.

On the one hand, the high end route of foreign brands is under the pressure of domestic brands.

The washing machine market, the domestic brand not only has been occupying more than half of the market share,

And in recent years, in the technology and other aspects of the frequent force, continuous introduction of consumer needs and even lead to new products that lead to consumer demand, such as the Haier roller washing machine, are recently in Beijing,Shanghai, Guangzhou, Qingdao and other places to launch a large capacity washing machine series of new products, the highest

The price of the product will exceed

Ten thousand yuan; the small Swan Washing machine has also put forward the creation of fashion and high quality students

The concept of living, continuous introduction of energy saving, water-saving, intelligent and environmental protection type high-end washing machine, this new product,

Some will undoubtedly bring more pressure on foreign brands who want to seize more market share.

Most of the big brands of the clothes machine are adjusting their strategy, taking the advanced route of technological innovation and gradually giving up low end products, this is mainly considering the vast majority of our washing machine market in the city. But the state of the country's consumption level determines that there is still a lot of low - end products in a long period of time.

Market.

Promotion purpose:

The new product is on the market.

Any shape light mini washing machine compact and convenient health

Product image,

Promotion and promotion in Beijing's major electrical appliances business city.

Put new products into the washing machine City

The field. Make the first battle and stand on the heel.

Target consumer groups:

Unmarried youth

(presumably

19~28

Between years of age)

- this kind of consumer's special

It is the pursuit of new fashion, fast and convenient. Some of them are college students; some are new.

A worker with a job,

Renting a house with a colleague or fellow student;

And there's a middle salary.

Single apartment, clean and tidy office building. They have a common feature: Life

In the fast pace of life,

And under such rhythmic living conditions they have to remain

The less amount of laundry determines that they are our mini washing machines

The first target market. Because most of their living space is smaller and their income is low, they need to be

The product features are flexible and compact, easy to carry, fast, and can be washed at any time.

A couple with a baby

(presumably

25~35

Between years of age)

Most of these consumers have one

The fixed economic strength,

Because the family has been formed,

So most homes have already got laundry

The machine or the parents of both sides live together (the parent's home has a big washing machine)

But there's a treasure

After treasure,

For the health of the baby, it is necessary to wash the clothes of the adults and the children separately.

baby

The clothes are small and many, and this time you need a healthy and lovely mini small washing machine.

This type of consumer is characterized by the rising period of her husband's career.

The wife is also working because of the baby

Tired,

They need and don't care to spend much money to buy a health facility.

They compare

Pay attention to the health function of the product.

Promote the theme: large buy small washing machine, convenient health home

Small light mini washing machine positioning in the low-end price,

A little too large for consumers to buy

The impression of small washing machine spending less money attracts our target consumer groups and highlights the product special.

Point: it is small, convenient and healthier. At the same time, our sales site is to be styled in a fashion.

Meet the life breath of the younger generation to further close the distance between the target consumers.

Promotion methods:

Analysis of competitors

Haier prodigy washing machine with our small light has a very high similarity,

Current small market prodigies

It has occupied a certain position.

Haier

"

Washing machine without washing powder

"

In the high end of the washing machine in China

The share of the field was growing rapidly and the total sales volume broke out.

Twenty

Wan Tai. Set up with the help of Haier

The natural attraction,

We can live directly with the small child prodigies.

Snatch

The middle and low end consumer market.

(Haier is priced in

Three thousand and five hundred

Over the yuan,

It doesn't happen to us.

But it's good for our sales.

Means of communication

And suing, Gome,

And cooperation in Beijing, Hong Kong and other major newspapers in the country and have effect

The life of a fashion magazine any light mini washing machine market promotion news,

Improve the elimination

The purchaser is interested in buying.



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