SITUATION：

The sales of traditional kitchen appliances declined, while the emerging categories kept growing. Panasonic hopes to expand the emerging category market.

Compared with the industry, the existing consumers of the brand are older, and it hopes to attract more young customers.

BRIEF：

Help the brand find potential emerging categories. Use Baozun's big data analysis ability, cooperating with Panasonic's product department, to develop new products that meet market demands. At the same time, be responsible for the consumer targeting and communication of products

OBJECTIVE：

Recruit young generations & achieve sales target during promotion period

Besides guiding brands enter emerging categories, helping develop innovative products, targeting potential consumers, and testing communication content, all communication content is monitored by data during the product launching period.

We select different KOLs for content placement based on consumer segments and content test results on social platforms. For content with excellent data performance, we re-deliever it within Tmall environment.

Besides, with Tmall T-Stage, we monitor consumers entire purchasing journey. When people who has been exposed to our content outside the site enter Tmall, our ads will reach these consumers again. We help increase conversion rates through data monitoring & repeated reach.

Through the collection of sales and growth data of small household appliances on the Tmall platform, we identified air fryers as a high-growth category. Combining with the forecast of epidemic lockdown, we believe that air fryers have greater growth potential.

Through crawler technology, we scraped consumer reviews of hot air fryers on Tmall. Further analyzing reviews, we identified two major pain points for consumers. Solving the two major pain points then become the goal of our new air fryers.

Further analyzing the volume and growth of brand and industry consumers, we identified brand fans and food lovers as the core target groups. In addition, we further tapped into two high-growth segments, delicate moms & fitness enthusiasts, as potential consumers of the product.

Using TMIC, we further tested the selling points and communication content of our new product, and identified the core USPs for different consumer segments.

 Ranked 1st - Tmall Fully Automatic Air Fryer Pre-sale List

 Ranked 2nd - Tmall Air Fryer Pre-sale List

 TOP 10 Tmall Air Fryer Brand (Launched within 1 yr, Panasonic occupies the Tmall air fryer market quickly)