For a long time, the main cost performance ratio of Kotaro Integrated stove They are seeking for the golden mean in products that Chinese people value, and the beauty of cheap goods. At the same time, at the marketing level, Ketalong Integrated Kitchen is surprisingly conservative. The marketing team under Miao Jikai, the marketing director, is like a sharp knife company. Through various ground and high-altitude activities, the concept of "the king of cost performance" of Ketoro products is going deep into the market and consumers' intuitive impression.
At the beginning of March, the Beijing Construction Expo attracted thousands of building materials manufacturers to participate in the exhibition. Among them, the integrated stove enterprises that mainly take building materials channels are also an important part of the exhibition. This exhibition is also the third year of Ketalong Integrated Kitchen. At the crowded exhibition site, the author met Miao Jikai, the marketing director of Ketalong Integrated Kitchen. Like the busy on-site personnel, Miao is busy communicating with prospective franchisees, customers, exhibitors and others, and introducing new products. As he said, every time when participating in the exhibition, Ketalong has to show different things. This time, he hopes to show the inclusive connotation of Ketalong integrated stoves through the exhibition theme of "Stars and the Sea".
Miao Jikai, Marketing Director of Ketalong Integrated Kitchen
Good product, leading intelligent upgrade
The quality of products has always been the lifeline of enterprises, especially in the context of consumption upgrading market, the definition of good products has also been raised the threshold by picky consumers, expanding the extension. It not only requires moderate price, but also has both appearance and sense of technology, and even is affected by health, environmental protection and other factors. "That's why," Miao said, "good products should be inclusive in these aspects.".
For this reason, we have seen the unique cloud arc round corner design of Ketalong integrated cooker that has participated in the Beijing Construction Expo for three consecutive years, and the flagship 6S series of products with the honor of China Good Design Award, which has both appearance and strength. It also saw the continuation of the classic, equipped with a 7.9cm gold thickness smoking chamber, increased the pressure in the negative pressure area of the smoking chamber, overturned the traditional 5S series with large suction, and from a practical point of view, well polished, launched the F series with humanized smoke range linkage function. According to Miao Jikai, one of the highlights of the new products on display is the addition of the S6 "steaming" series of the steamer model, which enriches the product camp and aims to meet the diverse needs of kitchen home cooking. This coincides with the upgrading of the concept of home-based and intelligent kitchen environment.
Ketalong integrated cooker is popular in the price performance ratio market
According to the data of China Kitchen Environment Consumption Insight Report, green, quality and intelligence have become the three major trends of kitchen environment consumption, and have gradually become the core group of kitchen environment consumption since 1985. In such a round of consumption upgrading, the kitchen appliances, which occupy the leading role in the kitchen environment, are showing a further high-end upgrading trend, making the market rapidly improve both in profitability and volume growth.
Among them, the "kitchen economy" centered on intelligent kitchen appliances has become the focus of competition among major enterprises. "Therefore, we will focus on product upgrading as the focus of enterprise development in the next step, and seek to further introduce the concept of smart home under the premise of maintaining the main cost performance ratio, so that kitchen fun arises spontaneously." In Miao Jikai's view, integrated stoves, as a new category integrating traditional cigarette machines and stoves, are still niche products from the perspective of market share, However, based on the advantages of optimizing the kitchen environment, more efficient and environmentally friendly product genes, and more integrated functions, it is more like a dark horse suddenly emerging from the building materials industry, or even a golden horse.
"In the future, we will produce integrated stoves with sliding technology, and add intelligent selling points in 3D smoke collection, oil temperature monitoring and other processes and technologies. The goal is not only to make the smoke absorption rate higher, but also to focus on smoke-free kitchens and design, leading to healthy kitchens." These upgrades are obviously more suitable for young consumers to focus on improving their internal functions, For improving the kitchen space vision, I want to pursue the healthy taste of open kitchen.
But for the penetration of intelligence into products, Ketalong still has its own original intention, that is, to return to the user experience of the products themselves. "High end products are either high-end products or high-end products, and high-end products are not equal to high prices. The real high-end products are accumulated with all the fine details." Miao Jikai said that Ketalong integrated cooker adheres to the production and R&D philosophy of creating perfect products by strictly controlling every machine, every detail, and every step.
Good activity, focusing on city marketing
Similarly, just as an enterprise can not do without good products, good products can not do without good activities to voice. Miao Jikai, as the marketing director of Ketalong, is well versed in the way of marketing. In the face of the good development trend of integrated kitchen, he put forward the strategy of advancing at every level for 2-3 years, and led a series of city marketing oriented landing activities to increase the communication efficiency and increase the product volume.
New Ketalong integrated stoves were exhibited at Beijing Construction Expo
In 2016, Ketalong integrated cooker has gained a lot. It not only doubled its sales performance, but also achieved the goal of attracting 150 new franchisees and opening more than 400 stores in more than 400 cities nationwide. Speaking of these, Miao believes that this is all based on the urban marketing idea that Ketalong activities are the king.
"Let the market become more active and become a business operator", Miao Jikai and his marketing team, the "Lang Team", have fought off the activities one by one: five large-scale investment fairs throughout the year, and large-scale activities every quarter, ranging from "three all benefits", "4.23 factory purchase fair", to the "Lang Cyclone" roadshow storm in May, and "gift before ice" in June, Then came a series of activities such as "9.25 Langxing World" and "Double 11" stores PK e-commerce ", which led the franchisees to launch marketing, and also greatly improved the annual sales of the enterprise, with a year-on-year sales growth of more than 200%.
According to Miao Jikai, there will be 6 large-scale investment fairs and 2 challenge arena competitions in Ketalong this year, and the manufacturer will make plans to promote them nationwide. At the same time, we will build an innovative business operation model, such as cross industry alliance, to make Ketalong brand bigger and stronger from multiple perspectives.
In addition to the traditional form of ground promotion, in order to give full play to the crowd effect, Miao Jikai also focused on the "Chinese speed" - high-speed railway. Taking the Spring Festival transportation this year as an example, the national passenger traffic volume reached 408 million person times, with a year-on-year growth of 2.1%. Behind the high-speed rail economy is a huge traffic entrance, which has also become one of the preferred routes for brand promotion. "From 2017, we will expand our efforts and frequency of investment attraction, accelerate the process of investment attraction, and increase the promotion of brand publicity. For this reason, the company spends a huge amount of money on advertising on high-speed rail to enhance our brand awareness."
It is worth mentioning that, in view of the trend of the "Internet" era, Miao Jikai reached an in-depth strategic cooperation with 360 Search in February this year to put advertisements on the sunrise module of 360 Brand in order to give the Ketalong brand a priority in the new round of Internet competition, promote brand value in a three-dimensional way, and further adjust the strategic layout. "What we aim at is that 360, as the second largest search engine in China, has hundreds of millions of Internet users searching every day. These massive high-quality traffic will help potential customers find Ketalong more quickly and find our new product information."
The precise positioning of the brand strategy, strong ground marketing within the city, as well as the multi-dimensional brand publicity and promotion on the ground including the Internet, high-speed rail, authoritative media platform advertising, 360 search brand sunrise and so on, have opened the market for Ketalong integrated cooking stove products, and also improved its competitiveness in the industry, "Of course, we are still shifting the focus of marketing. In addition to making the brand effective in the local market, we also need to study how to promote the brand and how to spread the brand's voice farther and more widely." Miao Jikai said frankly.
However, when the integrated cooker stands in the wind of the industry development, and when facing the marketing promotion of various forms and angles, Miao Jikai believes that the enterprise needs to create momentum from the overall perspective. "Promotion can never be performed alone, but should have a win-win thinking." Miao Jikai explained the image of the author as a watermelon farmer. "I think the whole industry should work together to expand the industry first, like cultivating a watermelon, when the watermelon is big enough, sweet enough and mature enough. Every enterprise involved will benefit from the atmosphere of industry growth and development and receive dividends. " With the great development of the industry, Ketalong integrated cooker is taking the overall view of the market to win step by step through the maturity of its products and the improvement of its marketing. (Chen Xuanzhi)
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Explanation of related terms in this article
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Taro
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integrate
Item: Integrated Pinyin: j í ch é ng Basic explanation: [corpus; grandcompendium] Overall; Especially of knowledge or evidence. Integration is a process in which some isolated things or elements are gathered together in a certain way to form an organic whole.
