Kang Bei, what brand? It is a home appliance brand with second-tier brand market positioning, which was launched by the legendary Gu in Kelon in 2002. It is the result of market differentiation and segmentation of Kelon Group. It was born in the market less than a year ago, and consumers' understanding of Kangbai is mostly limited to hundreds of air-conditioning brands and a sub-brand of Kelon Group. However, according to an authoritative survey data provided by Kelon Group, in 2003, the sales volume of new baby has rapidly climbed to the fifth place in the industry, and three indicators, such as quality recognition, service satisfaction and dealer promotion intention, also rank first among low-priced brands. For consumers' recognition of the brand quality of second-and third-tier home appliances, Combaby ranked first with 82. 1% recognition. Obviously, the new baby was the most dazzling pearl in the home appliance market in 2003.

Indeed, under the erosion of the continuous price war, the profit rate is gradually declining, and the means of market competition is not limited to the price war. Many factors such as service, technology, promotion and brand show this attraction. After more than 20 years' development, the top ten brands in home appliance industry have occupied more than 85% of the market share for the first time, and the remaining 15% of the market share has been divided by other 200 small and medium-sized enterprises. In 2004, the stronger the strong, the weaker the weak, the more obvious the "Matthew effect" in economics, and the fiercer the market competition will be.

Kelon, Rong Sheng and Combaby are all products of one group. The other two brands have worked hard in the market for many years and basically established a relatively high influence. Although the new baby is the same as Kelon and Rong Sheng, the product quality is the same, but there is no reason not to be excellent.

In CCTV advertisements, the new baby-friendly brand uses the fame and popularity of sister products Kelon and Rong Sheng to make hype. In the most basic TV stations, county news and township news, they use the way of flying words on TV to advertise jointly with county dealers, thus gaining the attention and trust of consumers in the second and third tier markets. And make full use of this form of wall advertising, no matter on both sides of national road, provincial road and county road, there are eye-catching wall advertisements such as "799, baby-friendly refrigerator to take home".