Wanghongmofei: Relying On "Planting Grass" To Establish A Foothold In The Home Appliance Kingdom

More than 200 gourmet bloggers vigorously grow grass, which is popular on social platforms such as xiaohongshu and shuoyin. The sales of 618 electric appliances exceeded 100 million yuan, and the popular Juicers sold nearly 100000 sets This is Mofei, a domestic "British" home appliances.

In the big era, the flow is king, and "net red" has become the pronoun of the flow, and Mofei is also actively moving closer to the network red appliances, relying on the complete industrial chain and business model, to create a "net red" home appliance model.

As a typical foreign trade to domestic business, Mofei China has been challenged by the epidemic since March. Even after the first wave of shock, the spread of overseas epidemic has brought a second wave of impact to foreign trade exports.

How to switch to domestic sales has become a matter of life and death for export enterprises. Through big data empowerment, Mofei has precisely developed a series of new single products, which continued to grow against the trend during the epidemic. By expanding the domestic market, Mofei has largely made up for the losses in the international market, and this double 11 has become the top priority of its sales this year.

From "planting grass" to "growing grass"

Mofei, originated in England, was founded in 1936 by Donal Morphy and Charles Richards. Based on the foothold of providing high-end western British quality small appliances for global consumers, Mofei has gradually established its position as a high-end fashion small household appliances.

In 2017, Mofei cooperated with Xinbao, a Chinese household appliance brand, to integrate resources in terms of brand, technology, patent, design and production, and to carry out all-round cooperation at multiple levels. Since then, Mofei China was born.

After that, Mofei China began to expand its territory in Shunde. In this famous Chinese small appliance industry city, it also competed with many brands such as bear electric appliances. In order to be based on China, Mofei needs to go out of its own way.

Mofei's avant-garde overall product design, subversive product appearance, and industrial design that are constantly improving meet the needs of the new generation of consumers. In this way, Mofei China has taken the first step -- positioning the younger new consumer groups.

Ms. Wang from Guangzhou is a post-95 white-collar worker and a "heavy poison patient" in Douban group. She said: "I often see people" planting grass "in Douban group. From the picture, the first impression is that it is exquisite and high-end. Many young people who rent and buy houses in big cities choose its products."

Personalized, exquisite and heartfelt, and health first are the lifestyle pursued by young people in recent years. Mofei has grasped the most important psychological needs of the current consumer groups and planted grass on various platforms.

Zeng Zhanhui, President of Xinbao Corporation, told reporters of the 21st century economic report: "since 2017, Mofei has become popular. In 2019, the ratio of foreign sales to domestic sales is 80% to 20%, and this year it is 70% to 30%. The proportion of domestic market is gradually increasing. However, in the first three quarters of this year, domestic motorcycle sales increased by more than 70%

But in the online red market, the speed of brand change is fast. If Mofei wants to occupy a long-term and stable position in the consumer market, it is far from enough to rely on "planting grass", and "long grass" has become the second step.

Young consumers pay more attention to and recognize the social platform, and they are more willing to accept the word-of-mouth planting on the platform, rather than the traditional hard broad. Therefore, when the first popular Juicer was launched in the early days, Mofei did not choose CCTV advertising, magazines or outdoor exposure. Instead, it chose to publish content on vertical platforms such as "go to the kitchen" and "what's worth buying" to attract precise family consumers. Through the promotion of online Red media, brand information is spread on various platforms.

If you want to become the top stream of net red circle, you should return to the products and conquer consumers with quality. As a World War II military aircraft parts manufacturing enterprise, Mofei itself has high requirements for product quality, and is not lax in terms of durability and safety. After cooperating with Xinbao, Mofei China still pursues high appearance and connotation.

Turning danger into opportunity

Think of Shunde, you can think of its huge home appliance industry. Midea, Hisense Kelon, Galanz and Panasonic all landed here. There are nearly 3000 enterprises producing and supporting household appliances in Shunde.

According to the statistics of Shunde District government, in 2019, the GDP of the whole district will reach 352.3 billion yuan, and the industrial output value will reach 763.9 billion yuan, of which the output value of household appliances will be close to 250 billion yuan. The output value of Shunde household appliances accounts for 20% of the national household appliances output value, while that of small household appliances is more than 40%.

In the backyard of the home appliance Kingdom, Mofei is undoubtedly a rising star, but this new force has become more and more powerful in recent years, and even can still stand firm in the epidemic situation.

Under the epidemic situation, home appliance manufacturers and import and export suppliers are in a dilemma of capacity shortage and transportation capacity shortage, which seriously restricts the development of the industry. According to the semi annual report of China's home appliance industry in 2020 released by the national home appliance industry information center, in the first half of the year, the total retail sales in China's home appliance market totaled 336.52 billion yuan, down 18.4% year-on-year.

On August 26, Xinbao Co., Ltd. released the financial report for the first half of 2020, showing that the company's operating revenue was 5.045 billion yuan, an increase of 24.78% year-on-year. Mofei's domestic business income was 720 million yuan, with a year-on-year increase of 240%. In the global market downturn, Mofei can still maintain a high rate of growth. Zeng Zhanhui said in an interview that finding short boards and digitizing are two important directions for Mofei China to turn crisis into opportunity.

"The first thing is to find your own short board, and then to embrace some new opportunities, but the window of opportunity is very short. If we say that there is no tmall based start-up of new retail, there is no decentralized content and marketing channels, Mofei is very difficult to go out of its own way. If the digital platform empowerment is used by other new brands, Mofei will have no way and opportunity to participate in the competition of small household appliances in China. "

Yu Lianjie, the operation director of Xinbao brand division, said that Mofei China's sales strategy has been focused on several aspects: to produce new products as much as possible in product planning and marketing; to differentiate consumer groups, respect consumers' needs, and bring passion to consumers through product innovation; implement the marketing strategy of products, online and offline of the whole network, and price synchronization Marketing.

In addition to its own powerful empowerment and correct strategy, the help of Shunde District government has also become a strong backing for the development of Mofei.

In view of this year's epidemic situation, Shunde District government has introduced 25 measures to support enterprises in Shunde to "tide over difficulties and fight together with epidemic situation". Aiming at Shunde's manufacturing industry, it has integrated financial funds at district and town levels, and raised no less than 600 million supporting capital to help small and medium-sized enterprises affected by the epidemic. In August, Shunde District government issued the second stage development measures of the war epidemic, actively using government consumption vouchers to encourage consumers to shop.

Double the goal of "double 11"

While the epidemic has brought impact on foreign trade enterprises, it has also further expedited the growth of e-commerce platforms. Relying on the network platform, many foreign trade enterprises have begun their own "war stories" for domestic sales. The double 11 is obviously the biggest main battlefield this year.

It is understood that in 2020, tmall's double 11 will link up with 300000 foreign trade factories in 2000 industrial belts across the country, and 1.2 million businesses will participate in tmall's double 11 for the first time. It is expected that the "invisible short selling" activities of "smart home appliances" will be held in Guangdong on the 11th, including the "invisible short selling" activities of "Shunde".

In recent years, Shunde home appliances online marketing performance is very bright. Last year, the sales volume of e-commerce in Foshan reached 361.8 billion yuan, and the sales volume of double 11 exceeded 13 billion yuan. Among them, 17 Shunde e-commerce enterprises have sales of more than 100 million yuan, maintaining the leading position in the home appliance industry in the mainstream e-commerce platform.

This year's "double 11", Mofei China's corporate strategy is not the same as in previous years, adding more live content, playing method is also different. At the same time, Mofei China also tried the pre-sale mode for the first time, with the target of sales exceeding 100 million yuan, with an estimated average customer price of 400-500 yuan.

"This year, Mofei has taken new measures in terms of production capacity arrangement, and has adjusted domestic dealers. Contract a bigger warehouse than last year, and strive to solve the pressure caused by the rapid decrease in sales volume. In addition, we have made some improvements in internal supply this year, including the replacement of a new marketing system. In the face of this year's double 11 rules, we have made some adjustments and made preparations for relevant resources. In the next half a month, we will be driving full power, listing more than a dozen new products, and strive to double the turnover. " Zeng Zhanhui said.

In the Pearl River Delta and Yangtze River Delta and other manufacturing areas, each OEM enterprise is carrying a dream of brand. But the market is like a pyramid, the top resources are always scarce. Each consumer can only remember a few brands, most enterprises are covered by the trend of history, and even forgotten.

For the future, Zeng Zhanhui said that Mofei China's ability to start with confidence is the product itself. At the same time, there are 20 years of foreign trade and service of Xinbao, as well as the production capacity, practical ability and mass production capacity behind it, as well as the mastery and innovation of product technology.