The rise of the middle class and the popularization of consumption upgrades have become the facts and broad consensus that are taking place. Therefore, the connection to the middle class has also become an entrance to the attention and competition of various brands.
Recently, the world-famous brand Samsung teamed up with the apartment homestay booking platform Tujia to play a new trick - Samsung "go to my house" series of experience activities landing land. Users can enjoy “Samsung Dream Home†in three international cities including Beijing, Shanghai and Guangzhou. A full range of Samsung’s high-end home appliances are located in three specially-designed boutique hotel spaces, demonstrating a highly technological, artistic and humane In the high-end lifestyle, users only need to make an appointment through the Tujia APP and the official website to enjoy the high quality of life brought by Samsung appliances.
This is the first time that high-end home appliances have been connected to boutique hotels. What are the cross-border sparks of the two famous brands? Let's take a look at Xiao Bian together.
The user's portrait is the foundation of both parties
The cross-border cooperation between the two brands is usually based on the common consumer portraits of both parties—the rise of the middle class and the powerful boost of consumption escalation. Under the rising background of the middle class, strong purchasing power has spawned a new round of consumer upgrading, and high-end lifestyles and high-end home appliances are increasingly sought after by consumers. According to Euromonitor's information, China’s middle class team is growing and this number will reach 700 million by 2020. In other words, the middle class will become China's largest consumer group. And these middle classes are no longer satisfied with the weight, but the qualitative improvement.
Samsung is a global consumer electronics giant and an internationally-renowned brand. It has always put consumer experience first and the "consumer-centered" service concept is implemented in its products. The customized high-end products have brought users a first-class home experience. The “dreams†created by the full set of Samsung home appliances have shown consumers high-quality, technological, and humane lifestyles.
Samsung’s home appliance is aimed at the consumption upgrade needs of the mainstream urban Chinese community, which represents a fashionable and high-quality lifestyle and highly overlaps with the customer needs of Tujia.
These users like to travel around the house or go out with friends and colleagues around the tour, often looking for high-quality apartments and apartments to enjoy a different lifestyle. For them, the apartment is not just a place to sleep, but also a scene of enjoying the quality of life. Therefore, the emergence of Samsung's high-end appliances will bring more surprises in fashion and quality of life.
Scene connection: Boutique B&B meets high-end appliances
Cross-border marketing requires a scene based on the user's portrait. For Samsung and Tujia, it is a boutique hotel space in Beijing, Shanghai, and Guangzhou. To this end, Samsung chose the three CBD center business districts of Beishangguang as its entry point for a full range of high-end home appliances, and truly create a dream home for consumers.
One of the cooperative houses, Beijing • Zun International Exchange Center
One of the cooperative properties, Shanghai Ronnie Shadow House
One of the co-op properties, Guangzhou Wu Mei • Mei Su
The connection of top home appliances and top scenes can stimulate the imagination of quality life. To this end, Samsung will deploy all of its high-end consumer electronics star products into these homestay spaces, including quantum dot technology that will give users an unprecedented audio-visual experience with QLEDs and create 24-hour off-hook concepts. Samsung Pictures/Wall Art TV, Samsung Pawnshop Feast Refrigerator, Samsung Butterfly Windows, Blue Crystal Washing Machine and Samsung Ruimo Net Speed ​​Dryer New products.
A full set of home appliances settled in, leading high-end lifestyle
Quality life can not be separated from the high-end home appliances. TV plays an important role in the living room. Samsung's new QLED sub-television TVs have completed their mission: The world’s first TV with 100% reduction color volume can accurately represent the DCI-P3 color space. , Full of natural colors and unique design, QLED TV in various styles of decoration can be integrated into it, so that people can see the world's most true color system in the living room.
How to make the living room or bedroom more artistic? The answer is to hang a pair of art portraits. However, hanging the same picture for a long time is easy to get bored, and the amount of work that is often changed is also quite a lot. Therefore, Samsung is equipped with the Samsung Art Wall Art TV, which is a 24-hour non-power-off concept, in the "Home of Dreams". It can automatically switch to the art mode when the TV is turned off. Through its 4K ultra-high-definition screen, users can enjoy the ultimate true art. Works or photos full of memories.
Samsung puts the "Smart Home Interaction Center" on the refrigerator, and the Samsung Toyoda Fridge refrigerator is equipped with a 21.5-inch large screen. The intelligent and user-friendly design is no longer limited to storage and insurance. It is also a family member. The interactive ties and entertainment tools allow users to enjoy cooking and family fun.
The combination of Samsung Butterfly Blue Crystal Washing Machine Washer and Samsung Ruimu Net Speed ​​Dryer has opened up a new era of clothes washing. The Butterfly Window Blue Crystal Washing Machine is equipped with technologies such as "safety and peace of mind" and "bubble net". Providing a top-class washing experience, the clothes dryer achieves a professional and complete low-temperature drying effect through the heat pump low-temperature drying technology, and provides the most perfect clothing drying solution for the users living in the residential areas.
The clean, humidifying function of Samsung's vacant new product provides enough pure air for Dream Home. Users do not need to worry about indoor drying and air turbidity. Different colors of light tips not only provide users with a more intuitive air detection experience, but also add a warm color to the user.
Samsung's "Come Here" is the third quarter of this year. Each time it brings unique thinking about "Dream Home" and reinterpretation of high-end lifestyle. The cooperation between Samsung and Tujia this time is to invest in online and offline resources on the entire platform. It will create a new height for cross-border development, lead the new fashion in the home improvement industry, and bring consumers higher quality of life.
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