What is missing in the home appliance industry?
Editor’s note: This article is from WeChat public account “Understanding notes” (ID:dongdong_note), the author left bank.
“Ultrasonic technology, pesticides, no residue”, the elevator that just entered the community after work, the advertisement of a sink dishwasher reflected Xiao Li’s eyes.
Looking at the eye-catching propaganda on the screen and the bright photos of fruits and vegetables, Xiao Li shook his head. Recently, he suddenly saw a lot of home appliances showing a “magic effect” across the border, and he was speechless in the advertising company. Sometimes, bragging may really be taxed…
“If you have high blood sugar, please go to my micro shop to buy a rice cooker from the three high-level people, and make sure that you are open to eat, blood sugar does not rise.” Recently, the same words, the chairman of Gree Electric, Dong Mingzhu, Again, because of the cross-border rice cooker and the function of health care, it has become a hot topic of public opinion discussion. Such a big fanfare at the 40th anniversary of the China Quality Association praised the “health care” effect of its own products, causing questions from all sides.
In the face of public opinion, the reluctant Dong Mingzhu did not respond directly, but Gree Electric responded that: “The rice cooker is cooked with brown rice germinated rice, suitable for three high-level people to eat; and this rice cooker will brown rice sprouting rice. Production time is reduced from a dozen hours of traditional production to four hours.”
However, these responses still do not explain whether the “hypoglycemic rice cooker” is suspected of exaggerating or false propaganda.
Only users can’t think of it, no home appliances can’t do it
As the head of well-known home appliance companies, it is understandable to have confidence in their own products and to make certain publicity in public. However, Dong Mingzhu’s topic of diabetes and blood sugar is obviously not a professional, especially for patients, especially patients. Entrepreneurs must at least be scientific and rigorous.
However, regardless of the final effect, Miss Dong’s words with the flow of traffic really have a “promotional effect” on their own products.
Some insiders pointed out that similar eyeball propaganda methods in the past few days seem to have become the norm in the home appliance market. Even many advertisements have obvious “scientific shackles”, but in the face of traffic, these “disadvantages” seem to be no longer important.
In addition to Gree, the sugar-free rice cooker seems to have become a new trend in the market in the past two years. Almost all rice cooker brands have their own “sweetening series”, which are also under the banner of health. Under the blessing of these “black technologies”, the price of the de-sugar rice cookers has also risen all the way. At present, the mainstream products on the market generally sell for more than 1,000 yuan.
Although this type of product does not say that “diabetes eat the rice blood sugar will never rise”, but the words health and double drop are also everywhere.
Two years ago, when Dong Mingzhu was a guest at Xinhuanet’s “Sike Lecture Hall”, he publicly opened fire on the “false propaganda” of the home appliance industry. At that time, she directly screamed the slogan of “only one degree of electricity per night”. And bluntly “this slogan is impractical, if you believe it will be fooled.”
What Dong Mingzhu said is unrealistic, referring to the “new energy-saving” series of air conditioners launched by Midea at that time. Its advertising slogan indicates that the products have super energy-saving effects. During the use, the user only needs to press the “ECO” button to let the air conditioner enter the ECO energy-saving operation mode. The minimum power consumption of the cooling in the 8-hour sleep cycle is only one kilowatt.
In fact, after the advertisement was posted, it was questioned by many netizens. In response to this “one-time electricity” controversy, relevant professionals analyzed that the so-called super-energy-saving ECO mode of one night is technically achievable, but its operating environment is strictly limited to certain conditions.
To really achieve the effect of publicity, it is necessary to test the insulation of the room very well, and the indoor and outdoor environment temperature should be almost the same, and the ideal power consumption can be realized by using the energy-saving mode of the air conditioner. But for the average user, these conditions are basically unrealistic.
For the energy consumption of air conditioners, the notes have been communicated with some consumers in the near future. Most people say that they are more willing to believe the energy consumption label attached to the product for the energy performance of the manufacturer’s promotion. After all, it is more intuitive. As for the manufacturer’s energy-saving advertising, most users said that there will be a lot of exaggeration, and they will not buy the intention because of the slogan.
Air-conditioning energy consumption is an old topic, and in this year’s home appliance promotion war, in addition to the functional rice cooker, the refrigerator industry has also launched a new round of “cross-border” propaganda offensive, from the previous “energy-saving war”, ” The “fresh war” and “smart war” have reached the recent “fruit and vegetable except pesticides” boom.
Either domestic brands such as Haier and Midea, or international brands such as Bosch, Siemens, Samsung, and Panasonic, this year