A British brand that built an airplane made a cooking pot, which spread all over the Internet. More than 200 food bloggers vigorously plant grass, which is highly recommended by One and Eclipse. It is estimated that 80,000 units will be sold in three months, with an average monthly sales of 1 10,000. This is Murphy. Many people buy it on the one hand because of its value and function.
On the other hand, it is also because of the classical romance, elegant and noble imagination of British brands. In just a few years, Murphy has developed from a little-known overseas brand into a single product industry.
First, some people even say that Murphy can bring a category of fire as long as he produces new products. As a "British" brand, how did Murphy suddenly become popular with consumers in new cities with innovative kitchen appliances such as multifunctional cooking pots and portable juice cups, and stand out in the small household appliances market?
1. For the consumers who pursue quality, traditional small household appliances brands dig deep into similar products, differentiate their price segments, meet the purchasing needs of different consumers, and establish solid product barriers. For Murphy, an emerging brand, one of the ways to break through this obstacle is to lock in specific buying groups.
Use limited resources for precise marketing; The second is to tap the demand gap of this group and focus on subdividing the track. Murphy aims at the consumer groups who pursue quality and tap the demand. The product price is slightly higher, which expresses the concept of individuality, exquisiteness and quality of life. Slightly higher pricing ensures the profits of manufacturers and distributors.
This also means greater thrust for product promotion. The product has established a large single product with deep barriers and paid attention to functional innovation. Even the same juicer and electric kettle, Murphy's product scene must be more applicable, and clear positioning means precise marketing.
2. Strong visual impact In order to enable consumers to take a fancy to themselves among many small household appliance brands and continue to buy them again, Murphy's products also have super high value. In order to reflect the sense of design, as a British brand, Murphy adopts British-style design and smooth lines to create a simple and fashionable feeling.
Retro color matching highlights noble temperament, while creating a sense of quality through materials and craftsmanship.