【 Building materials network 】On April 19, the official of Kefan, the light and high definition brand in the household industry, announced Shu Qi as the spokesperson of the global brand, which is Kefan's targeting cabinet wall door It is an important strategy to create a new expression in the international aesthetic guidance after the overall customization, subdivision, growth track and positioning of the brand strategy.

As an internationally renowned actor, Shu Qi has always been known for her natural, comfortable and casual image. Many dimensions also coincide with the brand proposition of Kefan. By virtue of Shu Qi's unique natural easy-going and relaxed temperament and light and high settled crowd, it is highly consistent with Kefan's market positioning of "light and high settled", encourages the light and high settled consumer group to be the leader of their own lives boldly, and renews Kefan's determination to continue to follow the route of high-quality products at high prices in the context of consumer aesthetic improvement.

Kefan X Shu Qi

Common expression of light and high concentration and relaxation

With the constant upgrading and iteration of customized consumer demand, Kefan has always adhered to the development path of creating differentiation by design, and maintained the performance growth trend for five consecutive years. In the integration process from cabinets to the integration of cabinet wall door arc, the service scope has been continuously expanded, covering consumer demand in multiple dimensions: Kefan's cabinet wall door arc has 100% access to all decors, which can achieve the same color, color contrast Full case of high definition effect such as arbitrary color matching; Invest nearly 500 million yuan in industrial production costs, and more than 240000 m2 of intelligent industry chassis The whole line has been put into production, which can realize the full self production of cabinet, wall and door products and the delivery of high efficiency and high quality; More than 1000 stores across the country provide consumers with more integrated, more advanced, more designed, and more cost-effective housing solutions With the gradual maturity of Kefan's strategic layout of light, high and definite track segments, increase the marketing pin Investment becomes the key to brand building key Node.

The choice of Shuqi as the brand spokesperson this time is the basis for Kefan to establish a deeper emotional resonance with the consumers of light and high priced products. To a large extent, it stems from the brand characteristic that Shuqi and Kefan can maintain the same - "relaxation".

In performing arts, Shu Qi writes the legendary path of light and shadow with her versatile image; In life, she has always acted as the eldest daughter of life, living in a bright and rhythmic way according to her own ideas. Inside and outside the studio, she always maintains a natural and comfortable attitude, just like a comfortable and self pleasing home space that only serves "me". With the exclusive power of independent women in the new era, she also has a personality interpretation of the light and high group, and works with Kefan Home to create a comfortable, relaxed and casual home design "oversize style".

After long-term insight research on target customer groups, it is found that Kefan's customers are a group of light and high rated people who have self-expression and opinions, taste pursuit for life quality, aesthetic appeal for product design, and unique views on home. Their biggest proposition is to find their own lifestyle.

From the perspective of exploring the common expression of life style, this will be a "relaxation resonance" of Kefan and Shuqi in life aesthetics. Kefan Home will join hands with Shuqi to lead the light and high definition consumer groups to pursue their own happiness. In the face of the unknown, they should pay more attention to spiritual expression, and find freedom that can make their body and mind comfortable. This "sense of relaxation" fits together, and also makes the proposition of "light and high positioning" of Kefan Home more forcefully presented.

In the face of the new changes in home consumption, how should we target the light and high consumers? Maybe we can learn something from the sidelights of the global spokesperson shooting released by Kefan Home today. In the film, Shu Qi is dressed in casual casual casual casual clothes, letting every inch of space release relaxation and freedom in a free and flexible way. In the changing light and shadow, she perfectly interprets the desired home atmosphere. The expression of each scene reflects the resonance of our pursuit of well-designed light and high definition customers through Shuqi's casual nature.

From focus on design to light and high definition

It's changing, it's not changing

As the first household brand advocating light and high positioning, Kefan has always been committed to following the subdivided needs of customers in the uncertain market environment, and continuously developing better products to meet the aesthetic needs of consumers. From selecting Dr. Peter Zack, the founder and chairman of the German Red Dot Award, as the brand ambassador to Wang Biao, the president, operating Kefan Home as a partner three years ago, it is a more precise brand strategy to achieve Kefan from focusing on design to precise positioning, light and high definition. What remains unchanged is that Kefan has always focused on the core needs of "people" and has insight into the functional transformation of young groups' home: a single resting place has evolved into a residence to absorb energy and express self identification, advocating consumers to find their own way of life.

The standard of beauty is undefined, and the pursuit of space design is continuous. The official announcement of Shu Qi, the brand new spokesperson, is an important step for Kefan to upgrade its brand strategy in 2024. Through brand building, advertising investment, and new vision in Kefan stores across the country in succession, it further helps Kefan dealers reach the emotional needs of light and high consumer groups and win market competition with a more "strong" physique.

From the perspective of the fit between attitude and concept, Kefan's co spokesperson Shu Qi encourages everyone to pursue their own good state, achieve "let customers spend the money of mass customization to buy light and high quality products", and continue to create product surprises to stimulate the resonance of light and high quality consumer groups on their self assertion and expression with the brand.