Fierce, homogenous competition and tech-centered product iteration dominates the washing machine industry. In this environment, how can brands promote new products during sales events? Illuminera innovative consulting service team facilitated a leading washing machine enterprise in launching a new product, which came in vogue during Singles’ day last year, accounting for 33% of the brand’s total washing machine sales on Singles’ day and ranking Top 15 in transactions for this industry. As of December 2020, this washing machine has doubled the average transaction value just 3 months after launch, achieving an amazing 42 million yuan in sales.
Breaking Through Traditional Manufacturing, Data Empowered Trailblazing
As a traditional manufacturing industry, the washing machine category has long driven innovation through new tech and R&D, which results in a long cycle for new product manufacturing and difficulties in highlighting products or innovating existing business models. In order to transform the status quo, Illuminera accurately grasped two key points behind the hit products: product popularity and impact scope, while seizing the opportunity from each segment of "customers, goods, and sites" to hunt for new breakthroughs. At the same time, with unique insights into data and a combination of big and small data, Illuminera develops insights through both brand-owned data and TMIC data, quickly matching target customers with appropriate products, prompting inspiration for popular products and new methods in marketing.
In-depth Research Towards Consumers, C2M Reverse Design Brings Extraordinary Sales
In addition to general research towards washing machine categories, Illuminera deeply probed consumers' purchase mindset, logic, functional preferences, and behavior habits during Singles’ day, accurately anchoring the positioning of hit products through consumer research. Illuminera also assisted the client to cooperate with TMIC for exploration of C2M reverse design, taking advantage of big data and customer feedback to propose concepts for new products.
Technology Resets the Competition, Product Rollout Achieves "Zero" Friction
By combining big data and consumer insights
during sales events while fully considering the practicality and feasibility of
technology, Illuminera clearly matches brand capability with consumer needs and
identifies potent market opportunities. Meanwhile, Illuminera aids the client to
design customized e-commerce detail pages and participates in the whole process,
from product incubation to marketing and rollout, so as to avoid friction and
losses in communication between different links, maximizing product sales. In
the meantime, Illuminera “implanted” core technology concepts into the brand preemptively
to prepare for renewed competition. Another washing machine developed through Illuminera’s
project has been listed on launch plans in 2021.
Illuminera once again helped to launch a hit
product successfully and realize astounding sales through innovative consulting
service empowered by data, research towards consumer mindsets and behaviors, and
translating tech highlights into increased product demand.
For more information about our products, past cases, and services, please contact the Illuminera innovation consulting services team.
Claire Zhang
Email: claire.zhang@illuminera.com
