On May 30, 2020, a hotly discussed event occurred in the bathroom circle: Hengjie Bathroom's "One Product for Every Household" One-Product Guard Series New Product Launch Conference was held online, with hundreds of new Hengjie "One-Product Guard" series products Big release.
Originally, releasing new products every year was a "routine action" for bathroom brands. However, as the leading brand in the industry, Hengjie Bathroom closely follows the pulse of the market, makes "extraordinary moves" every time, and has the courage to lead the brand change in the industry. This time, it is the first company in the industry to use 3D simulation technology to start a live broadcast, using technology to realize "travel". Together with celebrity Wang Yaoqing, museum commentator Hesenbao, and Dr. Lilac, representative of Dr. Tian Tai, they walked around, talked about, and experienced new products, launching a sanitary life and entertainment experience. A fantastic journey of culture, during which the use of innovative 3D technology broke through the limitations of bathroom product display and released a strong brand signal - Hengjie has made another big move.
What information did Hengjie Bathroom reveal in this press conference? Let’s first review the highlights of this conference:
Enter the stars and the palace
Go into consumers’ homes
The format of the "One Product for Ten Thousands of Homes" press conference is unique. Hengjie takes everyone into the celebrity's home, the palace's home, and the product experience officer's home to experience the bathroom space and life created by Hengjie.
During the live broadcast, the words of "National Uncle" Wang Yaoqing touched the hearts of countless people: "When choosing a bathroom, I will pay special attention to the sense of design and experience. I like good looks, but thoughtful design is also important. . I found that Hengjie has put all the details into the products, giving people a very gentle feeling - the home is warm and gentle. ”
"National Uncle" Wang Yaoqing shares his understanding of bathroom space
"Uncle" expressed the voice of countless users. What we need is not only a product, but also a kind of temperature and an attitude. It is Hengjie's brand attitude to get closer to consumers and listen to their voices. Hengjie has become an influential representative brand of new domestic products because of its continuous attention to Chinese families. As Ruan Weihua, senior vice president of marketing of Hengjie Group, said during the live broadcast. Said: "Chinese families need the protection of professionalism and quality. Hengjie has been working hard and is willing to use the power of new domestic products to create bathroom products and spaces that are most suitable for Chinese families." On the road to the growth of new domestic products, Hengjie has taken another solid step step.
New product launch
Focus on “First Grade” and “Guardian”
The focus of new product launches must undoubtedly be new products. Everyone who pays attention to Hengjie will be deeply impressed by Hengjie's "hot product strategy". Whether it is the popularity of the Q9 smart toilet or the popularity of the "Modern" series of bathroom cabinets, they all demonstrate Hengjie Bathroom's ability to focus on high-quality products and strength. It is Hengjie's consistent style to make a product perfect and promote it to the extreme. The release of this series of new products focuses on two key words: "first product" and "guarding".
If you carefully observe the new products launched by Hengjie at the "One Product for Ten Thousands of Homes" conference, you will find that they have a strong commonality: protecting thousands of families through quality and hard-core technology.
Taking the first Hengjie wood alloy series bathroom cabinet as an example, it shows Hengjie’s precise understanding of bathroom moisture-proof and health needs. Through unique innovative materials and process technology, the bathroom cabinet has a stronger moisture-proof effect and It uses an aviation aluminum honeycomb structure and an anti-fouling glazed ceramic basin to prevent dirt and bacteria from growing. It is healthy and safe, safe and environmentally friendly. The 3D touch on the surface gives people a texture of "warm as jade, tough as gold".
The Double Q series smart toilet is a trump card series product with "high IQ and high EQ". Even the "national uncle" Wang Yaoqing can't put it down. Through the Hengjing sterilization system and humanized functions, it brings modern technology to thousands of consumers. Toilet experience; the Xinyi T series shower head not only optimizes the shower experience, but also solves the practical problem of placing shower objects and fits the usage details of Chinese home bathroom environments.
What is also impressive is the "dancing faucet" - RICO multi-function series faucet. As a faucet that can be lifted and pulled freely, RICO has a variety of free water cutting modes, making life full of surprises. and expectations; while the Hengjie Variety Series faucets make the faucets more colorful and interesting.
There are a wide variety of new products to suit families with different needs. No wonder designer dads who are picky about details and JOJO, a doctor who is highly concerned about health, are full of praise for Hengjie bathroom space.
The designer's "daddy" family is full of praise for Hengjie's new products
Doctor JOJO’s home serves as an experience center to experience the new products of the Hengjie series
123 new products are released simultaneously
What is “hidden” behind it?
In the sanitary ware industry, what kind of company can launch 123 new products simultaneously within a year? Without strong R&D strength, an excellent scientific research team, continuous innovation investment, and strong production capacity support, the launch of 123 new products may only be a matter of paper talk, but Hengjie has done it.
Therefore, if you want to know the current situation of a bathroom brand, you can understand it by observing its outlet layout and sales data; if you want to predict the future direction of a brand, you should pay attention to its R&D investment and R&D strength. From this perspective, Hengjie, which has 123 new products, once again uses product innovation and R&D strength to express its understanding of "professionalism". From another perspective, Hengjie has been staking out land in recent years, building high-standard Dahui factories and Chaozhou production bases, investing aggressively in R&D and production, and promoting quality and innovation. Behind every event, Hengjie has demonstrated Jie is determined to be a new domestic brand of sanitary ware. Professionalism, quality and innovation have become the moat for Hengjie's sustainable development.
From “single product” to “product matrix”
Omni-channel efforts
It is worth noting that this press conference seems to be different from Hengjie’s past product strategy - in the past it was "one product goes to the end of the world", but now it is "the top 100 are online together". From the "ace product" to the formation of a product matrix, it also releases a signal: Hengjie's new product launch has greatly enriched Hengjie's product line, not only bringing more surprises and choices to consumers, but also bringing other The expansion of multiple channels such as engineering, home decoration, and new retail provides possibilities.
Ruan Weihua, senior vice president of marketing of Hengjie Group, shares new products
It is well known that the marketing channels of the home furnishing industry are undergoing fission: first, with the implementation of full decoration policies in many cities across the country, the proportion of finely decorated houses is getting higher and higher, and engineering channels have become a battleground for military strategists; second, , the COVID-19 epidemic has further cultivated consumers' online consumption habits. Live streaming may be the fifth marketing channel after the four traditional channels of store retail, home decoration, designers, and engineering. New retail is a new trend worthy of the home industry's attention. model.
A leaf knows autumn, from Hengjie’s series of actions this year and this new product launch conference,It can be felt that Hengjie is increasing its layout in new retail: by enriching product lines, optimizing after-sales service channels, making efforts to promote live broadcasts, continuing to promote digital marketing, and accelerating the integration of online and offline systems... Under the new form, the brand is more Talking to consumers in a youthful way, resonating with consumers, and empowering through all channels, let Hengjie enter thousands of households.
The “first-class” attitude of new domestic products
The raging COVID-19 epidemic has accelerated the development process of the sanitary ware industry, and Chinese consumers have also undergone several major changes: first, the sense of belonging and self-confidence in the country has increased, and the recognition of domestic products is also higher; second, The second is the global economic downturn reflected by the four circuit breaker times in the U.S. stock market, which has made consumption more cautious and put forward more demands for household consumption - brand, quality, service and cost-effectiveness. With the improvement of consumption habits, live broadcasting and new retail have become the focus. The new product launch of Hengjie caters exactly to these new trends. The market has been changing, but the core of the brand remains unchanged. As a new domestic brand, Hengjie shoulders the quality concept and attitude that domestic products should have - exporting high-standard products to thousands of families, meeting the requirements of thousands of families, and using products Win reputation with service.
Wu Xiaobo said that behind the new domestic products is an iteration of manufacturing in China and an upgrade in consumption. Quality is the unchanging truth of any era; change is the channel for new domestic brands to enter consumers. Nowadays, in home consumption, consumers are increasingly willing to trust and choose domestic products. This press conference is an important step for Hengjie to keep up with trends and embrace changes with persistence and innovation. However, Hengjie hides the brand's big plans in the small details of its products.
In ancient China, "Yipin" represented the highest-level official position; in the product field, only the best products could be called "Yipin". "Hengjie Yipin" not only protects consumers' bathroom lifestyle, It is also the expectation of Chinese people for new domestic products.
(This article is provided by the enterprise)
