Daikin new life station strategy is an important strategy for the retail end of Dajin air conditioner. On the one hand, the site selection of Wuhan focuses on the rapid development of China's central and western regions. More importantly, with Wuhan Changjiang new town as the core of the central and western regions, it will bring Dajin a second development opportunity. Choosing to complete the Wuhan exhibition hall at the beginning of the year means that Dajin, an international air-conditioning enterprise, is accelerating its attack on the retail end.
Pioneer of experience economy
As a world-famous air conditioning enterprise, Daikin has always been improving itself to meet the "particularity" of the Chinese market and Chinese consumers. In recent years, with the rise of quality life, Dajin increasingly feels that consumers have higher expectations for "consumption experience" and "personalized service".
According to the person in charge of Dajin air conditioner, personalization is particularly important for consumers. The living habits of each family member are different, and the sensory needs involved in indoor air are also different. Daikin new life station is to let consumers find their own "air five senses customization scheme" through experience. Dajin has the professional ability to meet the customized air demand of Chinese families in the field of air conditioning. Dajin's corporate mission is to empower innovative technologies to products, and make end consumers personally feel the difference of Dajin brand's different product experience and services in the field of air conditioning with diversified products and multi-dimensional development.
It is noteworthy that the newly completed Daikin new life station in Wuhan is not Dajin's first experience center in China. As early as 2005, Dajin has built the first comprehensive experience center with the goal of user experience on Huaihai Road, Shanghai. Since then, Daikin new life station has been completed in Shanghai, Suzhou, Hangzhou, Beijing, Xi'an and other places. Why should we build our own Daikin new life station with high cost and high operating cost?
The person in charge of Daikin said that no matter in the past, now or in the future, Daikin has always made the brand with the thinking of transmitting the lifestyle. We always regard Daikin new life station as the breakthrough between the brand and consumers, and let users know what Daikin's brand is through experience.
It can be seen that the establishment of Daikin new life station is not for the purpose of sales, but from the perspective of shaping the brand, hoping to establish a humanized relationship with consumers, and let consumers feel the differentiation of Dajin brand's product experience and service in the field of air conditioning from the aspects of unbounded experience and five senses of air. Through modern diversified experience, we can obviously feel the differentiation of brands, products and services.
It is worth mentioning that Dajin Wuhan experience center has jumped out of the spatial layout of traditional air-conditioning sales stores in store design, focusing on personalized air experience links such as the interaction of cutting-edge technologies, the analysis of the five senses of the human body (vision, hearing, smell, touch and taste), and the creation of air injection family scenes. The specially designed Daikin new life station enters the store to experience the dynamic line, which directly affects the subjective feelings of the experimenters, stimulates and releases the power of future home life scenes, and strengthens the establishment of a deeper connection with the experimenters.
Pattern view under Experience Economy
Major and far-reaching changes are taking place in China's retail industry. The trend of consumption upgrading and digitization is becoming more and more obvious. Under the influence of the social environment, the social structure is also undergoing fundamental changes. The maturity of Internet and information technology also promotes the interaction between brands and consumers to a new height. The quiet rise of experience economy also brings challenges to traditional enterprises.
China's consumer market is becoming more and more mature, and consumers are returning to rational consumption. Enterprises are facing the double test of opportunities and challenges. The establishment of Daikin new life station is a new beginning for Dajin to embrace the experience economy in China's consumer market. As an air-conditioning manufacturing enterprise, facing the rapidly changing market environment, it is more important to consider "what value to provide" to consumers than "what to make". The rise of experience economy and the transformation of consumers from passive product recipients to value creators show that both manufacturers and consumers are returning to their original intention. Only by creating products and providing services with users' thinking will they not be eliminated by the times. On the basis of continuing its product advantages, Daikin will actively use cutting-edge technology to continuously empower and embrace the market with a new consumption concept.
Up to now, there are not a few exhibition halls in China's home appliance market with consumer experience as the core. Including the kitchen and household electrical industry, manufacturers have devoted themselves to building a direct window with end consumers and transmitting brands and products. It is reported that Dajin air conditioning Daikin new life station Wuhan experience center is the largest comprehensive experience center with fully upgraded experience since Dajin air conditioning entered the Chinese market in 1995. The experience center integrates cutting-edge digital technology and boundless experience concept by using high and new technologies such as big data identification and intelligent sensors, Provide consumers with highly interactive intelligent consultation and personalized intrusive experience.
Daikin new life station releases the scene power with consumer thinking, injects the lifestyle into the creation of family scenes to create the concept of global experience, and will be a new landmark in Wuhan with both brand strength improvement and consumer interactive experience.
In addition, Wuhan Daikin new life station will continue to carry out academic exchanges among designers, decorators and universities to help different people realize their dreams.
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