Haier India Marks 20 Years With Spectacular Showcase & Experiential Delight
Haier Appliances India marks 20 years in the Indian market with a grand celebration, unveiling a new vision centred around 'More Creation, More Possibilities.'
The celebration showcased an impressive lineup, including OLED & QLED TVs, Super Heavy-Duty Air Conditioner series, Kinouchi Black Air Conditioner, Vogue and smart convertible refrigerators, front load washing machines, commercial refrigeration solutions and commercial air conditioners. These additions expanded Haier's diverse product offerings across 11 categories, solidifying its position as an ecosystem brand.
Experiential Marketing Takes Centre Stage
The experiential aspect of Haier's marketing strategy took centre stage during the celebration, as highlighted by Priyanka Sethi, Head of Marketing. She emphasised the importance of experiential marketing in every Haier initiative, from product launches to exhibitions.
"When you see these woke refrigerators, glass door refrigerators, insta switch jackets, all these are displayed properly for consumers to come and feel and understand the products and the innovation we are trying to bring forth," Sethi stated.
Shedding light on the brand's experiential marketing philosophy, Sethi asserts, "At the core, we believe that if consumers are really interacting with the products is when we can give them the actual experience of the product."
Driving Seamless Experiences
NS Satish, President of Haier Appliances India, underscored the high involvement nature of the appliance category, stressing the brand's focus on providing a good experience on the shop floor and ensuring customers fully utilise the features of the products they purchase.
"Ours is a high involvement category. A brand which can give a good experience at the shop floor, explain the features and brand which can ensure the products which they sold, people use those features both while selling and while after selling", he explains.
Satish shared that with a team of 8,000 brand ambassadors and 5,000 engineers for installation, Haier is committed to delivering a seamless experience. He expressed the brand's confidence in the Indian market for the next 20 years, highlighting the significance of technological advancements like 4K televisions, three-door side-by-side refrigerators, and front-loading appliances in driving both premiumisation and volume for consumers.
"India is witnessing changes triggered by technology, and these changes are influencing consumer preferences. We foresee a future where premiumisation and volume growth will coexist. The market is robust, and consumers are evolving, moving from a save-now, enjoy-later mindset to spend-now, we'll-see-later," Satish commented.
IPL on the Charts
Discussing Haier's future plans, Sethi disclosed the brand's strategies for upcoming events, including the Indian Premier League (IPL). She drew parallels with their successful World Cup activation, stressing the importance of cricket as a cultural celebration in India.
"IPL is on the charts for us, and we are planning exciting activations. Our past success during the World Cup with the 'Do-do Diwali' campaign aligns with our approach to making festivities grander through offers and experiences," Sethi shared.
