From "pioneer" to "partner", decode the two-way journey of Leader and Generation Z

Tech 2023-06-12 12:31:16 Source: Network

With the continuous improvement of the consumption power and discourse power of Generation Z, the household appliance market is changing quietly. The newly released 618 first round battle report shows that high appearance and intelligence have become the focus of attention for young consumers

With the continuous improvement of the consumption power and discourse power of Generation Z, the household appliance market is changing quietly. The newly released 618 first round battle report shows that high appearance and intelligence have become the focus of attention for young consumers. Four hours after the opening of Tmall 618, the transaction volume of creamy home products increased by 1385% year-on-year; After the opening of JD 618 for 28 hours, the transaction volume of smart home appliances increased by more than three times year-on-year.

Obviously, understanding the preferences of Generation Z and grasping the heart of Generation Z is the first step for the brand to "go out of the circle". The difficulty lies not in how outstanding the product packaging is, but in whether the brand can go deep into the life scene of Generation Z and play, create and grow together with them. The Leader who recently launched brand renewal and upgrading has brought a sample of effective communication with Generation Z. By renovating and upgrading, Leader has further clarified the brand positioning of "life development partner". In fact, the path to achieving a "partnership" is also very clear, providing "original adaptation products", "co creation cultivation services", and "personalized life created by me".

In fact, the upgrading and transformation of brands and strategies are not unfamiliar to leaders. If you look far, you can see that since 2016, when it was officially positioned as the "pioneer of light fashion home appliances", Leader is taking steady steps step by step on the brand's development path.

On the "soil" of Generation Z's electricity consumption, Leader once sowed the first seed as a pioneer. Now this big tree with luxuriant branches is thriving, taking root downward and bearing fruit upward.

Pioneer: sowed the first seed of Generation Z's electricity consumption soil

The consumption power of Generation Generation Z shows the broad space and strong momentum of China's economy. As the post-95s and post-00s grow into new forces in various industries, their consumption ability is also increasing day by day. Relevant statistics show that the number of Generation Z in China is about 260 million, and the total annual consumption has exceeded 4 trillion yuan.

It can be said that Generation Z is holding up the consumption Political base, which has a strong power to shape industrial adjustment and upgrade business types. In this era, thousands of industries have explored the path of rejuvenation, trying to seize the new opportunities brought by the rise of Generation Z. However, the trend in the field of electricity is not easy.

In the eyes of many young people, being dull, bulky, and cumbersome has become synonymous with everyone's electronics, which undoubtedly goes against their consumption concept of advocating personalization and liking to try "new and unique". In fact, for Generation Z, consumption is not only a way to meet the needs of daily life, but also a way to shape personal style and reveal unique personality.

How to break through the bottleneck of youthfulness in the large home appliance industry? In fact, many popular categories of 618 this year have already revealed the direction of breaking the trend in the home appliance industry. Like a thin, soft and cute Leader beauty refrigerator that can maintain the activity of skincare products, it allows delicate girls to chop their hands, print pictures, and plant grass; And the Leader small blue box washing and disinfection integrated machine, small piece drying, and mobile air conditioning are also becoming new standard equipment for young people camping, traveling, and renting.

Why can a young brand capture the needs of Generation Z so keenly? This also starts with the brand positioning of Leader. As early as 2016, Leader firmly took over the baton entrusted by the times and officially announced the new brand positioning and a complete set of identification systems such as the new logo for the "Pioneer of Light Fashion Home Appliances". The goal of this brand image update is to better align with the trend of the internet, and to further clarify the brand's brand association with the target audience of "freshness, fashion, vitality, and keeping up with the times" by pioneering the concept of "light fashion" in the home appliance field for the first time.

After clarifying the brand positioning to Generation Z users, the Leader also actively approached them in product innovation. Compared to the Chinese character refrigerator and horizontally split refrigerator released in, these products have both "high appearance" and "applicability", highlighting not only fashionable elements, but also abandoning traditional cumbersome controls according to the usage habits of young people, paying special attention to the simplicity and ease of use of the product.

With the trend of consumption upgrading of Generation Z, the leaders who strive for perfection in single products gradually realize that the single function household appliances can no longer meet the needs of young users, and new aesthetic trends such as the sense of integrity and home integration have become important considerations for Generation Z when purchasing household appliances.

Based on this, Leader launched the industry's first light fashion home appliance L.ONE series in 2018 and chose to debut on the Tmall platform where young consumers gather. The Leader, who first proposed the concept of light fashion household appliances, once again filled the gap of all kinds of young household appliances in the industry, and provided Generation Z users with a customized fashion household appliances experience.

Plus smart home: more possibilities of "unlocking" smart life for Generation Z

With the maturity of artificial intelligence and the Internet of Things technology, smart homes have also pressed the "accelerator button" for development. As an aborigine in the digital era, Generation Z has grown up in an environment of constant technological innovation, and naturally is willing to embrace the tremendous changes brought about by various new things and new play methods.

The leader is keenly aware of the demand for smart homes among young people, and in 2019, promoted the strategic focus to "designing homes for young people". In a brand new concept, Leader has begun to focus on the dreams, struggles, and beauty of young people's lives, advocating for their imagination of home life. Home appliances are just an accessory and a way to create an ideal life, and what Leader wants to bring to young users is a light and fashionable smart lifestyle.

In order to let more young users really feel this light and fashionable smart lifestyle, the Leader in 2020 has also innovated the way of interaction between everyone's electric industry and Generation Z consumers. Through a new variety of on-site experience, young people both inside and outside the market can feel the new style of smart life.

At the "2020Leader Shining Series New Product Launch Fashion Variety Show," Leader released the industry's first set of meteor silver exterior home appliances - the Leader Shining Series. Based on the scene interaction experience, young users really felt the surging power and smart interconnection of the Shining series, which also made Generation Z consumers believe that their vision of smart life is slowly coming true.

The Hongguang series of household appliances released by Leader on AWE2021 once again gave young users a seamless experience of smart life. This series of household appliances is equipped with NFC technology, and users only need to take out their phone and touch the NFC smart sticker to open the appliances, and can also enjoy multiple scene customization modes. In the process of minimal operation, Generation Z has "unlocked" more possibilities of intelligent life.

These classic products and collections of Leader have also been recognized by the market and young users, and have been the focus of attention for young people throughout the 618 Shopping Festival.

Cultivate together with Generation Z: from one-way touch to two-way rush

In order to better adapt to the personalized needs of Generation Z, Leader injected "interesting soul" into smart appliances in 2022, from one-way product upgrading to user participation in product creation. With the release of the world's first "cultivation series" home appliances, young users can truly "customize" decorative elements and freely mix and use them, achieving "I create".

Taking LeaderiCase bar refrigerator as an example, this refrigerator can not only adapt to the current life of Generation Z, but also cover their different demands in multiple life stages. The iCase bar refrigerator has a slim figure, but a single refrigerator has a capacity of 210L. After young users form a family, they can combine two or more refrigerators together to meet the needs of a multi family family.

After a year of precipitation, at the end of April this year, Leader officially launched the brand renewal and upgrading, announced to play, create and grow together with Generation Z in the role of "life development partner", and provide "original adaptive products", "co created development services" and "self created personalized life".

Among them, at the level of "I create a personalized life", leaders have taken a new step on the basis of one-way access to Generation Z, that is, they have achieved two-way travel and common growth with them. For young users, their demands for home space will change with their age, but the Leader can just pay attention to what Generation Z thinks at each growth stage and work with them to turn their expectations for a better life into reality.

For example, in the new episode of "100 Chinese Girls' Homes" just aired on June 6th, the Leader refrigerator brought inspiration to more young people to "create a personalized life". In the program, the Guangzhou girl born in the 1990s, @ Eel Whale, placed a creative Leadership Case bar refrigerator in her dopamine style home. The appearance of this refrigerator is not a traditional color scheme, but adopts innovative soft magnetic film technology, which transforms into an "art refrigerator" through collage art film. Through this "private customization", the refrigerator is integrated with the surrounding decorative paintings, transforming the simple home corner into a creative art corner, receiving numerous attention and praise from homeowners and netizens.

On the recently concluded AWE2023, the Leader once again made a comprehensive appearance with a new image and brand positioning, once again came offline to communicate closely with Generation Z, understand the life aspirations of the young people and have inspiration collisions with them.

This time, Leader not only exhibited original products such as LeaderiCase beauty refrigerator according to the characteristics of various functional spaces at home, but also let Generation Z from different circles deeply participate in it. For example, esports teenagers can experience the smart life of trends in cyberspace, and pet enthusiasts can intuitively experience the "eighteen martial arts" of the Leader Blue Box washing and disinfection all-in-one machine through an electron microscope... In the new gameplay of socializing and playing, young audiences not only gain fun, but also immerse themselves in the companionship and two-way travel of cultivating household appliances.

As Xu Meng, vice president of Haier Zhijia and general manager of China, said, "Today, Haier Zhijia is not only building a brand, but also exploring a new business model, hoping that leaders can grow together with Generation Z, from one-way touch to common cultivation and company."

Over the years, from "light fashion home appliance pioneer" to "life nurturing partner", Leader has continued to grow together with Generation Z, transforming their ever-changing demand for home space into research and development inspiration, and adapting their life attitude through continuously upgraded products and services. However, as its brand and positioning continue to iterate and upgrade with the development of the times, the leader's original intention has never changed, which is to do a good job as a young brand and go out to young people.

Leader has gradually broken the inherent thinking of Generation Z on everyone's electronic products with many forward-looking explorations, and has also opened up new ideas for the entire industry. From consumption data, the industry can already glimpse the imaginative space hidden in this "partnership" between brands and users. It is reported that the offline retail growth rate of Leader air conditioning in the first quarter was 36%, while the online retail growth rate reached 98%.

The carnival of 618 is still going on, but the market trend has become increasingly clear: brands that can move Generation Z are more likely to have the last laugh. Focusing on the personality demands of Generation Z, Leader will grow up with them and share creative inspiration with the times in the long years to come, further unlock the "interest password" of Generation Z, and go to a better future with more and more young users. Under the leadership of the leader, the innovative development of the large home appliance market will also inject a continuous stream of vitality and momentum, and breed the next cross era transformation.

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