As the Z generation becomes the main consumer force, they have become an undeniable power for brands. In recent years, many brands have been disrupting the public’s stereotypical perceptions of certain categories with a youthful approach. We see more and more brands striving to break down barriers with a youthful attitude, engaging young people with more content, innovation, and vibrant marketing actions.
Haotaitai, as a national brand for over 20 years, has continuously adapted to changes in consumer dynamics, consistently adjusting its brand strategy to maintain long-lasting vitality and rejuvenate the brand, earning the love of consumers over the years. So, how has Haotaitai injected youthful genes into itself and maintained a leading position in competition?
Exceptional Smart Quality
Writing a New Chapter for Young Haotaitai
To maintain vitality, a brand must not only keep its appearance youthful but also stimulate innovation at its core. Starting from the brand’s core spirit and attitude, it must form a youthful brand value system that meets the value needs of its target consumer group, finding a resonant attitude that fosters brand recognition. In 2022, Haotaitai launched a new slogan “The Smarter, The Simpler” to engage with young users, activating the brand’s vitality through innovative strategies. This allows more young people to understand smart homes and update the brand’s image in users’ minds, while also creating a strong resonance with the values or lifestyles conveyed by the brand, thus occupying a high ground in youthfulness.
Youthful StrategiesActivate Brand Vitality
In recent years, smart products have integrated fashion and life, becoming a new calling card for young people to express themselves and showcase a quality lifestyle. Standing at the forefront of the smart economy, Haotaitai has accurately captured business opportunities: partnering with spokesperson Tong Yao to launch the facial recognition smart lock V86MAX. This product breaks the barriers of traditional home products with technological intelligence, attracting young people to explore and promote smart living.
Notably, at this year’s Haotaitai brand launch event, Liu Genghong and Pu Yixing were invited as product experience officers to form the “Amazing Escape Team,” unlocking four themed escape rooms to co-create trendy smart experiences with young people. During the escape process, the audience immersed themselves in the experience of Haotaitai’s smart home products, deepening their understanding of the selling points of Haotaitai’s smart home products and conveying the brand concept that smart homes are actually very simple to the Z generation.
The innovative gameplay of the launch event showcased Haotaitai’s keen sense of brand trends and attitude, reflecting the brand’s continuous exploration of boundaries across various dimensions.
By leveraging spokespersons to amplify the brand’s voice, it can create hot topics to attract consumer attention, quickly gaining massive traffic to drive brand breakthroughs, achieving both reputation and sales success.
Craftsmanship + Innovation
Unleashing High-Quality and Intelligent Brand Power
In addition to innovating products, Haotaitai has also successfully attracted young consumers who are keen to pay for aesthetics with its outstanding aesthetics and design, satisfying their smart product needs while also catering to their aesthetic tastes.
How to attract aesthetically-minded young consumers? Haotaitai has embarked on exploration and innovation in the “smart technology space.” At this year’s 24th China Building Expo, Haotaitai showcased innovative smart home products such as the visual intercom smart lock V86S, visual intercom peephole smart lock V65S, and vein recognition smart lock V65, along with a new strategic proposition, inviting the audience to step into Haotaitai’s meticulously crafted technology pavilion to experience a smart and simple home life immersively.
The overall design of the pavilion is circular, wrapped in silver, with a central column-shaped arc screen creating a naked-eye 3D holographic effect, providing an excellent visual experience. The avant-garde super-intelligent immersive design gives a sense of being in a highly technological universe, attracting numerous audiences and media attention, quickly becoming a “social media hotspot.”
At the exhibition, each Haotaitai product is orderly displayed, strongly interpreting the new smart home concept centered around “The Smarter, The Simpler.” The event also featured VR cloud tours, cloud photo albums, and live broadcasts, allowing audiences who could not attend in person to experience an immersive exhibition.
As a smart home enterprise, this pavilion design that integrates technology and fashion, along with innovative exhibition gameplay, has allowed Haotaitai to quickly gain attention and discussion, successfully creating a brand image that is both intelligent and fashion-forward, showcasing Haotaitai’s unique “smart beauty” aspect compared to other smart home brands.
Through a series of brand communications, Haotaitai’s strong research and innovation capabilities and product strength have gradually gained recognition, demonstrating Haotaitai’s commitment to creating smart products based on real user needs, truly accelerating the deep integration of various fields in smart homes, and solidifying its authoritative position in the smart home market.
In Haotaitai’s view, creating smart home products is not difficult; the challenge lies in continuously digging into real user needs and constantly improving its research and innovation capabilities. Only by focusing on both aspects can the brand have the opportunity to create high-quality national smart home living and become a truly benchmark brand in smart homes.
“Haotaitai” Enters Every Household
Writing a High-Quality National Smart Home Life
When a national brand meets young consumer groups, Haotaitai’s development journey serves as a model for similar and even different category brands.
With years of innovation and unwavering sincerity, Haotaitai has built a strong reputation, exemplified by its flagship product, the smart clothes drying rack. According to iResearch Consulting, the brand recognition rate of Haotaitai’s smart clothes drying rack in the market is as high as 73.1%, far exceeding other brands; the brand purchase rate has reached an astonishing 40.2%, firmly holding the top position, demonstrating Haotaitai’s status as a “national brand.”
In response to such positive market feedback, Haotaitai has not rested on its laurels but has instead pushed for innovative development, patiently listening to consumer voices, ultimately becoming a popular choice in the current smart home industry. Most importantly, it has established an authoritative and reliable brand image in consumers’ minds, quickly capturing market share in smart homes and becoming the creator of “smart and beautiful living” in users’ hearts.
This strong reputation is not only a recognition of Haotaitai’s powerful product strength by users but also showcases the profound strength and bright prospects of domestic brands: This year, Haotaitai, as a well-known representative of domestic brands, strategically launched the “People’s Domestic Goods Project Brand Alliance” in collaboration with the People’s Domestic Goods Project, aiming to promote the brand strong country strategy, transitioning from “Made in China” to “Quality Made in China” and then to “Intelligent Made in China,” empowering domestic brands to rise strongly and supporting the high-quality development of domestic goods, allowing more people to see the power of “Made in China.”
From a single category to a whole-house smart home brand, Haotaitai has achieved this transformation in just five years. Throughout this process, in addition to continuously refining its research and innovation capabilities, Haotaitai has not forgotten to enhance its communication innovation, creating a vibrant brand image, such as cross-industry collaborations with popular variety shows, further achieving product scenario marketing, or creating the 920 Haotaitai Festival to accumulate fan reputation and deepen brand loyalty. These diverse strategies have allowed Haotaitai to successfully maintain vitality and continuously rejuvenate the brand.
With the brand’s strong research and innovation capabilities and humanistic care, the future of Haotaitai is even more promising.
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