It is understood that for businesses, launching a product that attracts consumers’ attention is often a successful start. Therefore, attractive advertisements, highly recognizable product shapes, unique trademarks, etc. are all promotional strategies used by businesses to attract consumers' attention.
A study on consumer attention found that the stability of attention is related to the subject's psychological state and the characteristics of the stimulus. When consumers, as the subject of attention, have a strong interest in related activities, a positive attitude, a good psychological state and a firm will, the stability of attention is high. The characteristics of the product also have a significant impact on the stability of attention. Under normal circumstances, novel products that can stimulate consumers' senses from their appearance are often favored by consumers. For example, Haier's refrigerators stand out in the industry with their innovative technology. Skyworth is unique in the competition in the TV industry with its OLED TV products. Apple's open IOS system also gives it a place in the competition of consumer electronics products.
However, with the advancement of technology, the appearance and functions of home appliances are becoming more and more consistent: the screens of TV products are getting thinner and thinner. Without a trademark, it would be difficult for consumers to tell which TV product belongs to which brand. If even trademarks are copied, how can home appliance companies let consumers see their products at a glance among many products?
The sense of crisis caused by Pinduoduo: low product recognition
Recently, Pinduoduo was listed in the United States. Shortly after its listing, Skyworth was the first to "attack" it. On July 28, Shenzhen Skyworth RGB Electronics Co., Ltd. stated in a statement that there were a large number of counterfeit Skyworth brand products on Pinduoduo’s TV shopping platform. The company was in serious negotiations with Pinduoduo and required Pinduoduo to immediately stop displaying all counterfeit Skyworth TV products. and sales activities, the company continues to pursue all legal rights of Pinduoduo and the tort liability of related parties.
Soon after, home appliance brands such as Skyworth, Konka, and Xiaomi also joined the ranks. So the Internet is awash with accusations about the ethics of selling copycats. However, industry insiders told HomeNet that after the "Pinduoduo" incident, more and more home appliance manufacturers began to realize that when similar trademarks appeared, their products became increasingly difficult to compete with copycats in the eyes of consumers. The appearance of the product distinguishes it.
Faced with technological ceilings, how can home appliance companies find a new way to improve the "recognizability" of their products?
Break the "recognizability" crisis and inject cultural connotation into products
It is understood that Midea Guangzhou Grand Theater recently held a new product launch conference with the theme of "Love When There is No Wind". At the press conference, Midea played a three-episode public welfare documentary with the theme of "Great Love, No Wind", telling the story of woodcutters, mural restorers, and lighthouse keepers defending beauty in their struggle against the wind. Subsequently, Midea launched a new type of air conditioner in the exhibition area: Midea windless air conditioner. Midea believes that the air conditioner was developed to address the problems of skin diseases and physical discomfort caused by "direct air conditioning". The air conditioner uses windless technology, which can achieve different effects such as direct air defense, windless, and soft air.
In an increasingly developed commodity society, when products gradually converge, the importance of cultural symbols becomes prominent.
Similarly, the air conditioner released this time combines the ancient and mysterious Eastern Dunhuang culture, integrates the spirit of environmental protection and selfless dedication, and injects cultural genes into the new air conditioner. Compared with Gree, which has always used Dong Mingzhu as its product label, it contains a more generous and noble connotation. I believe that when consumers who are interested in environmental protection think of air conditioning products, the first thing that comes to mind must be beautiful and beautiful air conditioners.
Midea’s air conditioner launch conference is undoubtedly a source of inspiration for many home appliance manufacturers, who have very low “recognition” of their products. Chinese culture is extensive and profound, with a long history and cultural tradition. I believe that Chinese home appliances can find cultural treasures and integrate them into their own product culture.