On June 22, the (18th) "World Brand Conference" hosted by World Brand Lab was held in Beijing, at which the analysis report of China's 500 Most Valuable Brands in 2021 was released. In the annual report, which is based on financial data, brand strength and consumer behavior analysis, Changhong's brand value reached a new high of 173.629 billion yuan.

▼ Changhong won

"2021 (18th) China 500 Most Valuable Brand" award certificate.

01

C-end new products come out frequently to improve user experience

Product is the carrier of brand. Changhong "user-centered", enrich the product scene application, improve the user experience. Last year, Changhong has taken the lead in forming 5G+8K+AIoT ecosystem, and launched 5G+8K+AIoT series new products in batches. In 618 and Double 11, Changhong 8K TV sales accounted for more than 80%, becoming the industry sales crown. And this year 618, Changhong's products are also eye-catching, becoming the high-end quality products that users of upgrading are chasing.

Changhong Meiling closely follows the consumption pain points of users who pay attention to health after the epidemic. In terms of refrigerators, the world's first very net series refrigerators have been sought after by the market through the technical upgrading of net taste and sterilization. In the air conditioning product line, Changhong continues to force new wind, launched at the end of last year equipped with the fourth generation of smart clean and reverse balance 57℃ high temperature sterilization technology of the total dust-free air conditioning Q6C, with "three seasons of comfortable wind technology" to become the representative of the air conditioning industry innovation. In June this year, the "New oxygen Chamber" fresh air conditioner with 95m³/h large fresh air volume and 30 square meters of room can change air once an hour was launched, which laid the market position of Changhong in the field of fresh air, and also made health become the new label of Changhong air conditioning.

02

B-side business is strong, serving global well-known enterprises

While strengthening home appliances, Changhong consolidated B-end business, released industrial advantages, and gradually changed from home electric Changhong to Science and Technology Changhong, enriching the extension and connotation of the brand.

Now Changhong, with its strong technical strength, has firmly locked the market discourse power in many fields, and gradually formed a scale effect under the support of innovative technology with independent discourse power. It is understood that Changhong focuses on the upstream and downstream value chain of the main industry, and has laid out many industries such as refrigerator compressors, Internet of Things modules, rail transit power supplies, and 5G connectors, and has born nearly ten Chinese champions and even world champions. These companies under Changhong are serving more than 100 well-known enterprises around the world and promoting the transformation and upgrading of related industries.

Taking Changhong Huayi, which has maintained the first market share in the domestic refrigerator compressor industry for more than 10 consecutive years, as an example, its production and sales have ranked first in the world for many years, and it has become the main supplier of many world-renowned refrigerator enterprises such as Bosch Siemens, Electrolux, Whirlpool, Samsung, Haier and Meiling.

While promoting the transformation and upgrading of the industry, Changhong has also benefited from technological breakthroughs in many related fields. For example, in May 2020, Huafeng supported 5G communication equipment to help 5G signals cover Mount Everest for the first time, and transmitted real-time pictures to the world through Changhong 5G+8K TV, which helped members of the Chinese surveying mountaineering team successfully reach the summit.

03

Bundle young groups and continue to promote cross-border marketing

In recent years, Changhong has continued to promote cross-border marketing and interact with young users. "In order for more users, especially younger users, to understand the new Changhong more clearly, we also need to communicate and interact with these audiences in a more effective way." Changhong spokesman Rao Binbin said that Changhong actively layout live and short video, strengthen sports marketing and traffic IP, hoping to interact with young users, to bring them more valuable and interesting experience.

It is understood that Changhong uses factory live broadcast, e-commerce live broadcast and other live delivery methods to meet the user's scene-oriented shopping needs, and at the same time, it has built the first independent short video and live broadcast platform in China's home appliance industry - Changhong Strawberry Station, in order to enhance user stickiness and strengthen brand branding. Since last year, relying on Strawberry Station, Changhong has cooperated with Chenguang, Sichuan Airlines, Sichuan Film Academy, Diamond Family, Xiaoling Toys, Jiang Xiaobai, Nai Xue and other cross-border companies to continue to build a "beautiful" CP, and narrow the distance with young consumer groups through high-frequency crossover with young and fashionable FMCG.

At the same time, Changhong continued sports marketing and continued to inject vitality into the brand. In September last year, Changhong officially became the sponsor of the national badminton team, and jointly promoted the further prosperity and development of China's sports industry through the cooperation model of "science and technology + sports".

(This article is provided and authorized by Changhong Company)