Commander-in-Chief's products cover seven categories, such as freezers, washing machines, air conditioners, water heaters, kitchen appliances, freezers and color TVs, all of which are jointly designed and built by the world's top engineers. Now it has tens of millions of loyal users and won more than 30 awards in the industry.
Basic Introduction Chinese Name: Commander-in-Chief mbth: Leader Type: Home Appliance Brand Group: Haier Group Features: Pioneer of Thin and Fashionable Home Appliances? Design concept: high quality, high value, high value, easy to use? Brand concept: fashion, simplicity, leisure and comfort? Brand overview, commanding target consumers and insight, brand positioning: light fashion home appliances pioneer, brand slogan: light fashion, leisurely life, brand concept: aesthetics of balance between design and performance, brand culture, brand advantages, brand history, brand honor and brand overview Commander is the third sub-brand of Haier Group after Haier and casarte, and it is a home appliance brand launched by Haier Group under the background of Internet age. 1998 commander-in-chief brand was exported to the European market as an overseas marketing platform, and commander-in-chief appeared as a brand-new customized home appliance brand in 201year. Through the integration of reality and reality, the commander-in-chief can quickly obtain the personalized needs of users online (Internet) and meet the needs of users offline. Take advantage of Haier's R&D technology and rely on the advantages of Haier Group's four networks (virtual network, marketing network, logistics network and service network) to fully ensure the timeliness and perfection of product production, distribution and complete service. Simple business model and unique functional design are new brands that are more in line with consumers' needs in the Internet era! The target group of commander-in-chief brand is mainly young consumers who advocate individuality, fashion and simple lifestyle. 20 16, the commander-in-chief successfully transformed into a "pioneer of light fashion household appliances". Target consumers and commanders-in-chief of people of insight mainly want to have a quality life, but they are not willing to pay too much white-collar workers. The life characteristics of TAs are not blindly following the trend, but following the heart; Simplify complexity and pursue real life; Refuse to waste luxury, compatible with natural low-key; Know the meaning of life, know how to enjoy a happy time. (1) clothes: pure. Do not deliberately pursue complex styles, abandon gorgeous colors and redundant decorations, and love simple, simple, comfortable and low-key cotton and linen clothes. (2) Food: delicious. Reject the bondage of boring diet list, prefer light, nutritious and healthy diet, and restore the original taste of ingredients. (3) Living: comfortable. Prefer simple and unpretentious home style, adhere to the principle of comfort first, and keep a low profile without losing taste. (4) lines: natural. They tend to choose low-carbon and environmentally-friendly modes of travel, live in harmony with nature and the environment, and are low-key and compatible. Consumer insight After struggling, TAs yearn for a simple, fashionable, relaxed and comfortable life. Ta people pursue fashion and simplicity for household appliances, perfectly matching the home style; Don't want to pay for the functions you don't use; Advocating simplicity and hating complicated operation; I hope that after placing an order, everything will no longer be concerned ... Brand positioning: the pioneer of light fashion home appliances will be the commander-in-chief of the "pioneer of light fashion home appliances" in electrical positioning. "Light" means the golden mean, advocating simplicity and authenticity, not being influenced by the current changing trend, only from the heart. Light fashion represents a simple and exquisite culture that returns to the essence. It is not unconventional or exaggerated, but a truly connotative fashion. Commander-in-Chief's "light fashion" is to simplify household appliances, to the extreme, but to take care of the needs of life with great care. Brand slogan: light fashion, leisurely life. Commander-in-Chief Electric advocates a fashionable, simple and leisurely lifestyle, combines the simple and fashionable natural aesthetics with the philosophy of returning to nature, and puts forward its own concept of "light fashion and leisurely life", so that users can be freed from the shackles of trivial matters and have more time to enjoy life. Leisure life: create happiness and leisure in simplicity; Leisure after struggle; Small happiness and leisure after simple satisfaction; Persevere in leisure; Return to the true brand concept of nature; Balance between design and performance; Aesthetic design concept: simplicity and fashion command All kinds of electrical appliances are made by top international designers, reinterpreting fashionable, simple, clean and concise product design, eliminating all unnecessary complexity, integrating with environment and nature, and sketching out fashionable home style with minimalist elements. Performance concept: Applicability and quality command electrical appliances to return to the original, pursue the perfection of basic functions of household appliances, forge high-quality products with heart, provide users with just the right functional satisfaction, and free users from trivial matters in life. Brand culture Brand essence: youth, fashion, quality, applicability, let the fashion elements return to the true nature of life, look for not simple and exquisite in simplicity, and provide users with a fashionable, simple and leisurely lifestyle. Brand personality: fashion, vitality, pursuit of fashion: never subject to secular vision, I am fashion vitality: actively face every brand-new day, full of sunshine and pursuit: not limited to life, fight for it brand vision: create a better life for young fashion groups. People who want to work hard can enjoy a fashionable, simple and leisurely life when they get home, get rid of the triviality of life and have more time to concentrate on what they love. Brand Advantage Innovate and integrate global R&D resources to create a unique brand personality, including 10 comprehensive R&D center, 6 design divisions, 18 design center, 28 international R&D institutions and more than 300 international designers, to ensure the commander's unique brand personality. Improve the quality of process manufacturing system, forge the excellent quality of products, establish a zero-return model of market problems with modules as indicators, and realize quality prevention in the whole process; At the same time, SPC (Statistical Process Control) management system and CPK (Process Capability Index) improvement system of key processes are established. Professional and standardized IHS information management, providing professional consulting services. Full-time chief commander IHS (information management service) is set up in all centers across the country to provide professional services such as order execution, channel network and promotion activities through customer service. Efficient aggregation of superior logistics resources, the layout of the global logistics network 83 logistics distribution centers (TC), more than 3 million ㎡ storage resources, 36 equipment centers, more than 6000 service outlets, more than 13000 national deployable vehicle resources. Intimate seven-star service system, enjoy worry-free after-sales service. The service of Commander-in-Chief Electric Appliances is entirely undertaken by Haier Group's after-sales service network, which effectively realizes the after-sales service of 24-hour response, delivery according to the contract and synchronization of delivery and loading. Brand History 1998: Qingdao Le Jia Electric Appliance Co., Ltd. was established, and the brand was named as the commander in chief; In the same year, the commander-in-chief brand was listed in 2000: Qingdao Le Jia Electric Appliance Co., Ltd. assembled American, German and Italian designers, set up a global R&D team in the United States, and developed simple household appliances for overseas development needs. 2002: Commander-in-Chief developed products according to the characteristics of overseas consumption, which were mainly sold to mainstream markets in Europe and America such as the United States, Germany, Italy and France. In 2008, many favorable policies such as the country's home appliances going to the countryside were introduced, which brought about the rapid development of the home appliance market. Le Jia Electric timely adjusted its strategy and laid out its domestic market. 20 10: Commander-in-Chief successfully won the bid for national home appliances to go to the countryside, deeply cultivated the domestic home appliance market, vigorously expanded channels and realized two-speed development. 20 1 10: with the advent of the internet era, users' needs are more personalized and fragmented, and the commander-in-chief keeps pace with the times. Establishing a new brand positioning and brand strategy 20 12: Commander-in-Chief seized the market opportunity, and by virtue of its strength and advantages, the whole series of products won the bid for the national "Energy-saving Products Benefiting the People Project" 20 14: Commander-in-Chief seized the opportunity of the Internet era and became the most popular customized home appliance brand in China in the 20th anniversary of the Internet 20 15: Commander-in-Chief continued Haier's brand positioning of Internet home appliances. By the evaluation of the 9th China Electronic Brand Value Evaluation Organizing Committee, the brand value reached 654.38+007 billion yuan, 2065.438+06; According to the evaluation of the organizing committee of the 10th Ding Dian Cup China Electronic Enterprise Brand Value Evaluation, the brand value of Commander Electric in 20 15 was156.95 million yuan, and the brand honor was 20 1 1. Leader Electric won the "2010-201New Brand in Refrigerator Industry" award and the "Best Innovative Marketing Case Award". Successfully entered the "20 1 1 Innovation 100 Marketing Case Manual", and Leader Electric won the "201/Pioneer China Innovative Brand Award of the Year". And was selected into Xinmin Weekly's "Top 20 1 1 00 Domestic Excellent Brands Favored by Consumers". 20 12 Commander-in-Chief Color TV LE42KCAI won the "20 12 Energy Saving cloud tv Product" and Commander-in-Chief Electric won the "20 12 Best Innovative Marketing". Successfully selected in "20 12 Innovation 100 Marketing Case Manual" for 20 13 years, and Leader Electric won the "20 12 Pioneer China Innovation Brand Award" again. Commander-in-Chief's "Storm Wash" washing machine won the certificate of "Good Product" issued by China Household Electrical Appliances Research Institute 20 14 Commander-in-Chief Yusha Caijing Refrigerator won the "IF Product Design Award" Commander-in-Chief won the "China Internet 20th Anniversary Most Popular Customized Household Appliances Brand Award" Commander-in-Chief gas water heater, electric water heater and wine cabinet won the "China Good Product" issued by China Household Electrical Appliances Research Institute. And iSee mini was awarded "annual product of 20 14 fantasy conference" by Caijing Tianxia Weekly, "intelligent product of 20 14" by Wemedia Media Alliance Annual Meeting, and Commander Electric was awarded "Golden I Award" by the 12th China Internet Economy Annual Meeting. That is, the "Internet Customized Home Appliances Brand Awareness Award" was evaluated by the organizing committee of the 10th "Dingdian Cup" brand value evaluation of China electronic enterprises in 20 15 years, and the brand value of Commander Electric Appliances was 20156.95 million yuan, and the commander refrigerator BCD-24 1WLDCN was 20 16. Awarded the "Good Product" Award by China Household Electrical Appliances Research Institute, valid for 2 years, Commander Zhenzi Washing Machine won the "Trend Design Award" of China International Consumer Electronics Expo 20 16, and Commander Air Conditioning won the "Air Conditioning Brand Preferred by Young People" of China Air Conditioning Industry Summit Forum 20 16-20 17. ACB Quality Leading Award and CLA Innovation Technology Award were awarded as "the most growing home brands of the year" at IFA, Commander Washing Machine was awarded as "Design Innovation Award of the Year", "Future Leading Brand of Washing Machine Industry in China on 20 16" and Commander Washing Machine was awarded as "New Leading Product of Washing Machine Industry in China on 20 16".