Social Power
core interpretation
With the support of AI, new species of digital kitchen appliances continue to gain popularity
Traditional kitchen appliances power social media, and the strength of "style" is eye-catching
The "Magic City" in mid-to-late April can be described as very lively. The Shanghai Auto Show has not stopped, and the 2023AWE (China Home Appliances and Consumer Electronics Expo) next door is closely behind. Various smart electronic products and home appliances are full of energy. "Technology": Boss's black technology of digital kitchen appliances, Fotile's smart home, Vantage's mandarin duck integrated stove, Huawei's dual-core powerful smart screen and other trendy and explosive new products. Coupled with the topic #awe潮电四定# with over 270 million views, all kinds of new treasures have gained more overflow and attention.
In the SMI social media intelligence brand list in May, Fangtai "dominates" and the cognition index is far behind the opponent; Midea breaks through the encirclement and secures the top two; the boss's AI blessing detonates the digital revolution, and the interest index is the most eye-catching , was shortlisted in the top three; Yikaide won the reputation index TOP1 by virtue of its "hard power" to achieve the ultimate in national water purification.
Fang Tai
In recent years, FOTILE has attached great importance to the interaction of all regions and scenes, and continuously upgraded the relationship between brands and consumers. In the kitchen appliance SMI social media intelligence brand list in May, FOTILE's overall SMI value dominates the list based on its strength, and its cognitive index is also very dazzling. FOTILE has been cultivating high-end kitchen appliances for 27 years, and has always been leading the "endless frontier" of kitchen appliance intelligence. This time, AWE2023 will bring hard-core black technologies such as foldable Rubik's Cube stove and universal steam oven to AWE, and combine #awe液电盛节# etc. The topic has become a hot topic on short video platforms such as Douyin. In addition, a series of topical activities have been launched in conjunction with other content interest platforms mainly based on Xiaohongshu, such as #方太厨房大师#, #方太智能厨房#, #方太integrated cooking center#, etc., to deepen the image of intelligent integrated kitchen appliances , to improve user experience.
ROBAM
Robam Appliances’ user volume performance in April was also very impressive. At the AWE 2023 Chaodian Festival, the AI-supported #主娱电器ROKI 2023 Digital Kitchen Electric Technology New Product Conference#, open flame automatic cooking subversively defines the future kitchen, attracting many High-traffic vertical class experts come to check in. At the same time, it also focused on creating hot topics on Weibo #巴博电力44周年Celebration#, #巴巴电器中国新厨房节#, #巴巴电器喜怒元元元投资#, etc., and combined with the popular variety show "The Voice of God" The music festival #南山星空音乐节#, which is wildly sought after by young people, will ignite topics and interact strongly with fans. In addition, under the topic of the event, the boss also pays attention to the celebrity big V platform and live broadcast to create a hot spot for the brand.
easy open
The public opinion performance of Yikaide brand in April can be described as gratifying. The brand spokesperson Wang Yibo appealed to #世界地球日# to protect the environment in one fell swoop, which won unanimous praise from fans and won more attention and support for the brand. At the same time, at the AWE 2023 exhibition, we will create #一个开水店# offline benefits for Yibo fans, which has a full reputation and continues to call for the brand.
In addition, Haier, Vantage and other "traditional" kitchen appliances in the list have made a smart transformation, making efforts to seize consumers' minds through social media, and their strength is eye-catching.
Last month, #海尔智家AWE智慧生活展开#, #海尔知道你要的新#, #海尔健康尺尺调# planted grass videos with each 30,000+ topic, and continued to dominate the screen Douyin. At the same time, the co-star big V @蔡秀妍, @普耶星, @张如震 to build Haier #天猫超级品牌周#’s #智创家的万种想#, using the virtual space of the metaverse, the technology and hard work of get home, cloud Create a home that is crazy and eye-catching.
The "powerful player" Vantage has turned around magnificently, with both intelligence and fashion at the same time. It will officially enter the integrated kitchen track in 2021, and its layout can be described as triumphant all the way. This year, Vantage's layout in the area of integrated kitchen appliances has become more aggressive. In addition to integrated stoves, it has also launched a new species of "integrated cooking" center. A large number of waist KOCs have brought #华裤integrated cooking center# hot topic on Douyin.
At the same time, Vantage has continued to deepen the brand tone of "smart fashion" under the attitude of holding high and high. In the early years, the official announcement of the strategic cooperation with Yidoutang and Xiaohongshu made the public see the brand's dialogue with the new generation of consumers. Determination. The appearance of AWE 2023 focused on the pyrotechnics in life, anchoring the characteristics of quality, "laziness" and ideal consumption pursued by young people, and created a new mandarin duck integrated stove PYD65, which attracted the attention of many people in the industry and consumers at the scene.
★Data description:
Monitoring time: From April 1st to 30th, 2023, consumers interact with and voice their voices with brands on global social media platforms.
Social Media Performance of More Brands
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About Shushu Stories Social Media Mental Index SMI
SMI (Social Mind Index), the first social media mind index in the storytelling industry, is based on consumers' global social media behaviors and based on consumers' mental models, and constructs comprehensive performance indicators from consumer interaction to voice to praise .
The SMI comprehensive index is composed of core indicators "cognition index", "interest index" and "reputation index", which comprehensively reflects the brand's influence on consumers' minds on social media in multiple dimensions, and intuitively presents the vertical industry segment positions in which the brand is located mental status. Help enterprises achieve long-term promotion in brand positioning, diagnosis, concept promotion, product value, value planting, social media marketing, sales conversion, etc., and improve brand intelligence and decision-making efficiency.
