The 2022 Jingying Future Digital Intelligence Marketing Competition came to a successful conclusion recently, and the awards for each track were announced. We have specially planned the [Beijing Win Future Gold Award Special] column to bring you the sharing and interpretation of

2022 Jingying Future Digital Intelligence Marketing Competition came to a successful conclusion recently, and the awards for each track were announced. We have specially planned the [Beijing Win Future Gold Award Special] column to bring you the sharing and interpretation of the gold award cases in the competition, in order to accumulate digital intelligence marketing experience and wisdom and bring more inspiration to new innovative marketing ideas.

The case in this issue is the case of "A.O. Smith's new generation dual-gallon electric water heater home decoration scene marketing" which won the gold medal in the scene marketing track. It was submitted by Nanjing Hesman Network Technology Co., Ltd.

With the increase in urban housing prices, the area of ​​​​homes purchased by consumers has gradually decreased, and small-sized water heaters have become more and more popular. At the same time, consumers' consumption concepts have also changed, and they are increasingly willing to pay for high-quality products. The appearance and smart technology of products have become important factors for users to consider.

In such a market environment, A.O. Smith seized the opportunity and launched a new generation of water heater that integrates slimness, high appearance and black technology, hoping to occupy this high-end blue ocean market. In the electric water heater industry, it is more difficult to sell models priced above 4,000 yuan. How to break through sales resistance, win recognition from users and the market, and seize the high-end track will be the top priority of this marketing.

selling point packaging directly meets the needs of target users. According to A.O. Smith's 2020 network-wide insights and user needs analysis, slim and compact, suitable for a variety of installation scenarios, and elegant appearance are the main selling points of the product; in addition to the main selling points, explore the dual-engine fast heat, Jingui liner, and one-piece Product functional selling points such as key sterilization can attract more users who pay attention to product functional performance.

scene planting and infiltrating users’ minds with content. Properly combine head, waist, and tail experts to form an expert matrix, and plant extensive content on off-site media such as Xiaohongshu, WeChat, Douyin, , etc., to accumulate water for the event; launch the topic #ExploreBathroomSpaceAesthetics# , inviting big designers to conduct in-depth cooperation and launch a series of themed live broadcast activities. Sponsored the Oriental TV "Extreme Remodeler" program, and designed the online "hard-core renovation" by famous designers to interpret the aesthetics of bathroom space and continuously release the brand's voice; create a closed loop of content in the Jingdong site, innovate the fission gameplay in the site, attract users' attention and Experience the product selling points, participate in interactive forwarding by completing tasks, and realize the spread of voice.

is an all-in-one digital and investment solution that converts accurate traffic efficiently. Through Shufang’s insights, we can locate potential target users in home decoration scenarios and establish a user circulation strategy. Apply off-site direct investment to achieve low-cost acquisition of massive users of off-site platforms and increase product A1 and 2 crowds; off-site advertising crowds will return to remarket and reach multiple times to deepen customers' purchasing mentality and convert them into deep A2 crowds, completing the final Sale. Through extensive user reach and in-depth content cultivation in the early stage,

has achieved a natural search index of over 2,500 within one month of the product’s launch, and a GMV overfulfilment of 40%. Since its release, it has been firmly ranked among the top 4-5k price products, and won the 2021 JD.com Golden List of the Year. The product has driven the brand's market volume in the 4,000+ price segment of the electric water heater industry to grow by 72% year-on-year, creating a new price track. The hot sales of

's high-end new products have also driven strong growth in the brand's population, accumulating a large number of precise high-end customers for the brand, laying a solid user base for the brand's long-term operations and consolidating the brand's leading position in the high-end market.