The Gree ＂Rose Air Conditioner＂, which is ugly and crying all over the network, finally can’t blow down!

Gree Dong Mingzhu, like the lyrics described in Donye.S’s Miss Dong, is a female classmate with a story.

In addition to the story of feather boy’s freedom, there is also the story of spicy eyes.

With the design of Barbie pink roses and the pricing of luxury goods, netizens cried uglily. I didn’t expect a sequel to be released these two days.

Source: poison tongue digital

After being vomited by the whole network for a week, Gree Rose Air Conditioning was exposed to poor sales.

Source: Oriental Finance

Although the sales volume is not good, Gree’s public relations has a strong desire to survive, and finally boldly responded, once again dumbfounded everyone.

Source: pear video

Gree responded to how to treat it as expensive and ugly, and couldn’t wait to pile up high-level words and paste gold on the air conditioner:“Give people roses with lingering fragrance, and give users artworks to show the beautiful vision of’ Let the world fall in love with Made in China’. "

This response is just like "putting air conditioning on roses".

But even more outrageous is that Gree is atGifts, Made in China and Works of Art.Three key words: rollover.

The first isHigh pricingObviously, it is incompatible with "giving". After all, consumers have to spend tens of thousands of dollars to buy it, which hurts consumers at once.

Followed byoverturnCategory cognition. Gree is obviously a household appliance. For the sake of public relations, he put on the coat of "art" and broke the public’s cognition of the air-conditioning industry. No wonder it is more like a luxury.

Finally,Pull the topic too high. You know, if you want to wear a crown, you must bear it. The words "Made in China" carry a lot of weight.

If the design has been overturned, and then moved to "Made in China" for sublimation, it will inevitably give people a feeling of using domestic products as a shield, and it is easy to jump on netizens’ thunder points.

Seeing this, I have to say,I’m not sure whether the warm air of the air conditioner has blown young people to be elated. What is certain is that Gree blew himself to be elated with this wave of water:

Moving out all the artworks and China-made products, we can see that the power of rose air conditioner can’t be blown down, only the flow of self-entertainment is left. After all, air conditioner products can gain such a large exposure in winter, which is also a win.

However, speaking of the premise of public relations rollover, the main reason is that the design rollover is too hard and it is difficult to recover.

One year, on a whim, Miss Gree Dong personally led the team to design an air conditioner that is "rich in flowers, intoxicating at the sight of flowers" and was born for newlyweds!

Source: excellent design

There must be a rumor here.Not jointly designed by Dong Mingzhu and Wang Ziru.It was not designed by any Gree employee.

I don’t blame everyone for this misunderstanding, becauseAir conditioning is designed in the shape of love:A rose in bud, a flower blossoming freely, and a suffocating beauty.

Source: Weibo netizens

Like the title of "The Temptation of Going Home", like underwear, like a toilet, like a baton, it is hard to be like air conditioning.

Source: Tianyancha

The history of rollover in the design world is always strikingly similar, which reminds me.RIO’s strong advertisement.

Before RIO was strong and cool, a group of advertisements of "Flowers bloom with wealth" were put on the Hangzhou subway. The colorful colors and flowers of the Hu Li flower whistle were not very good for my joints, and I was guilty of rheumatism after watching it.

Source: Puxiang Industrial Design Station

Whether anyone is romantic by rose air conditioner is uncertain, but this thing makes me allergic to romance.

This design is very explosive in the whole air conditioning industry.I don’t know whether it’s fashionable or humid at the moment. In addition to the design, the function is also cracked.

As soon as the Barbie pink lamp turned on and the warm wind blew, she was so elated that she couldn’t help dancing in subject three and singing freely.

Source: @ Design Youth

Don’t think that there are only roses and casual flowers. Miss Dong personally designed them, and the price is not cheap. The price is 29,999-32,999 yuan, which can only be explained by the priceless love.

The price is not cheap, and the design is not easy. After three generations and four upgrades, the whole rose shape was created.

Don’t ask why you moved to roses,Q is that roses are the image of love.Sign, air conditioning is self-aware, love is like drinking water,Each is well-being, and this wave of play is synaesthesia marketing.

Image source: @ 中中中中

Therefore, after picking up the melon of design and public relations, I found that "Rose Air Conditioning" should be upgraded in concept and marketing for n times:

It shouldn’t sell 29999, it should be 29.9.

It shouldn’t be called a rose, it should be called a blooming flower.

It shouldn’t belong to household appliances, it should belong to luxury goods.

It should not be sold to young people, but to the elderly.

It shouldn’t be in the wedding room, it should be in the sex hotel.

We should not promote "both gold and silver weddings can be used", but "anti-marriage, anti-parenting and anti-humanity".

It’s really hard to judge whether Gree has opened his mind or closed it.

I only know that it is a "rose" after all, silently carrying all this.

What’s wrong with Rose? It’s just that it has been romantic for a long time. What’s wrong with Gree? It’s just trying to please the young people’s market. One careless driver drove too fast.

Roses are a good thing, romance is also a good thing, and marketing is also a good thing.

However, brands can’t be infatuated with flowers in a hurry, and the flower elements are mechanically confused. Here, I share some marketing ideas of roses and flowers to help Gree open his mind.

The first isAtmosphere marketing of flowersInspire young people to share their interests through the romantic atmosphere of flower marketing.

Last year, many tea shops launched flower cups to create a combination of "1 cup+half a glass of water +1 flower":

A flower that blooms just right, put it in a transparent milk tea cup, add some water and throw a few pieces of ice, and the rounding is the "frozen rose", which means that love will never die.

Source: Xiaohongshu User

When you click it in the sun, it will be very beautiful. This flower marketing atmosphere is amazing.

Does romance need a lot of money? Sometimes it needs a transparent cup of 2 yuan from a tea shop.

reviewSakura Marketing of Bawang ChajiThe idea of giant marketing is used to enlarge the shape of flowers and create a sense of visual impact.

When Bawang Tea Kee warmed up the oolong series of cherry blossoms, she put on a pink logo, launched # Bawang Tea Kee Powder #, and blew up the streets in Chengdu to create a dimensional space for cherry blossoms: a giant cherry blossom and a giant milk tea cup were set up, setting off a pink storm.

Source: Weibo netizens

Sweet and cool dopamine powder, with cherry blossom elements, creates a scene association of "a cherry blossom oolong, feeling romantic spring", and provides young people with a new place to punch cards in online celebrity.

Still canRoses with stalksFor example, Ruixing combines the characteristics of roses to do things.

Ruixing X-line puppy launched the joint product "Rose Latte with Stitches", because the remark that "Rose Latte with Stitches does not contain any stinging ingredients" reminded netizens that He Guangzhi laughed at himself for "Rose with Stitches" in the talk show conference, so he called Ruixing to invite He Guangzhi to be a contemporary speaker.

Rui Xing really listened to the persuasion official to declare He Guangzhi as "Rui Xing forced product experience officer". From the design of rose people to the marketing of Valentine’s Day, Rui Xing held the rose tightly and staged "strong twisted melon sweetness!" Let your new Valentine’s Day products be exposed once.

Source: Rui Xing

alsoRT Mart’s March 8th MarketingRT Mart was renamed as "Darun Flower" in a limited time, and a "flower-leading" activity was launched in some cities across the country. Female customers can receive a flower when they enter the store, and they can also exchange points for seed poetry books to convey the beautiful meaning of "every one of them is a flower".

Source: Weibo @ RT Mart

RT Mart’s activities not only focus on Women’s Day, but also strengthen the connection between flower elements and RT Mart, giving the brand a differentiated holiday memory, which can be regarded as a small-cost and large-scale communication.

As an element with its own emotional filter, flowers can set off the atmosphere, which is undoubtedly the carrier of holiday marketing of major brands, but brands should not "spend casually" but "spend beautifully".

Clever flower marketing can’t copy flower elements mechanically and market them for the sake of gimmicks. Instead, it needs to gain insight into the topics that young people like to see and their emotional consumption needs, find the connection point between brands and flower elements, and integrate the connotation of flowers into brands or products, so as to better empower flower marketing and bring talk to brands.