Eureka, an innovative promoter of the global cleaning appliance industry, has delivered a perfect answer sheet just one year after entering the Chinese market.
On December 30, 2021, the Global Key Users Research Center (hereinafter referred to as "Qianfu GKURC"), a professional market research institution, released the "2021 Home Appliance Consumer Electronics TOP100 Media Person Gold Selection List" report (hereinafter referred to as the "Report") in Beijing, and the Qianqu GKURC Industry and Economic Think Tank was established at the same time.
At this event, the organizer selected the "2021 Home Appliance Consumer Electronics TOP100 Media Person Gold Selection Award" according to the survey results, and eureka Youruijia won the "First Brand of Intelligent Cleaning Technology".
It is understood that this survey was conducted by Qianqu GKURC for 100 well-known home appliance consumer electronic media people at home and abroad, focusing on the brand, technology and industrial development trend of related enterprises, and formed a professional report.
As a century-old brand, eureka Washiga was founded in Detroit, USA in 1909. In 1922, the first household vacuum cleaner Model 9 was launched, and the trendy avant-garde design quickly swept the American middle class; in 1925, the new Model T sold more than one million units in 3 years, laying the foundation for the leading brand status of the American vacuum cleaner. Since then, Eureka Yuruijia has swept the world as a leader in cleaning appliances. Their users come from families with children, pet families, and single upstarts.
What these users have in common when choosing Eureka Yorihome is that EUREKA makes cleaning more efficient, healthy and professional; simple, convenient and deep cleaning.
From the perspective of the global market, eureka Yuruijia is more universal. It is favored for its innovative iterative ability and deep experience to bring users. Up to now, eureka has a cumulative market share of 20% in the global market, serving hundreds of millions of households.
Standing in the Chinese market, 2021 eureka Yourui home is remarkable. At the technical level, the 59 Pro intelligent scrubber integrates suction, dragging, washing, sterilization, drying and self-cleaning, and provides a deep cleaning solution for Chinese families with innovative technology. At the marketing level, the hiring of Yi Qianxi as a global spokesperson has been highly concerned and recognized by consumers (FC9 has steadily increased its entry into the Tmall category sales list Top3 since its listing in April).
Interpreting the performance of Eureka Youruijia, there are many answers, but there are mainly three points: one is original technology, the second is user experience, and the third is consumer education through scene experience. The three come together to create a "gathering effect" for the brand.
Eureka is synonymous with innovation in cleaning appliances
The history of eureka is a history of the development of clean electrical appliances in the world.
Understanding clean electrical appliances cannot be narrowly understood from the perspective of a regional market, but should stand in the global market, stand in the perspective of the industrial revolution and driving industry innovation, and will be more objective and fair.
The first innovation revolution, Eureka Eureka achieved from 0 to 1.
Founded in 1909 by Fred Waredell in Detroit, USA, the Eureka vacuum cleaner won the Design Award at the San Francisco International Convention and Exhibition in 1915, thus opening a new chapter in cleaning electrical appliances.
The second innovation revolution, in 1982 the most representative product of the canister vacuum cleaner, The Mighty Mite, was selected by Time magazine as one of the 10 best design products of the year. From "not forgetting the original heart" to "deep ploughing operation", Youruijia has become a well-deserved leading brand of vacuum cleaners in the United States.
The third innovation revolution, eureka Yourui home from the completion of the complete set, to the wisdom of the complete set, and then to the scene ecology, as a family housekeeper to provide active services, has become synonymous with high-end.
The report shows that at every stage, Eureka Jurijia has a deep understanding of the need for home cleaning. For example, electrolyzed water sterilization scrubbing machine, self-drying dry cleaning machine, Mini horizontal machine and other products, each step is promoting the progress of the industry. Deep cleaning of electrolyzed water, partition washing, partitioning work... The pioneering concept of life is also popularizing the minds of user groups.
"Landing" China brought surprises
In 2021, the eureka brand, which has been deeply involved in the North American market, officially entered the Chinese market.
Let's first look at the market performance of China's cleaning appliance industry. According to incomplete statistics, in 2021 alone, about 5 brands have received financing, and most brands have reached more than 10 million single financing, with the highest amount reaching 1 billion yuan.
With the upgrading of China's consumption and the pursuit of quality of life by families, clean electrical appliances have entered a rapid development channel in China.
Although Eureka has achieved commercial success in the United States, what role will Eureka Eureka play in such a competitive market in China?
Eureka has become the benchmark of the cleaning appliance industry with a century-old history, continuous technology iteration and innovation, output brand and technology at the same time, pay more attention to user experience and lifestyle, and can provide intelligent cleaning solutions for the cleaning industry.
Eureka Is currently promoting FC9 models in the domestic market, a washing machine integrating vacuuming, mopping, sterilization, dry and wet separation, mainly through the electrolytic water sterilization system (*by the third-party China Household Electrical Appliances Research Institute authoritative test, the sterilization rate is up to 99.99%, number: UET-Xc-21 032A), to help users solve the non-consumable, residue-free, pollution-free safe cleaning effect, to bring a clean and hygienic living environment to the room.
Eureka's delivery to the market is not just a scrubber, but has become synonymous with high-end. If the market education in the first stage of the Chinese market is completed by domestic brands, then Eureka Youruijia is jumping out of the category education stage, directly from the Attitude of american high-end brands to the second stage of the domestic brand melee, occupying the minds of consumers and becoming a more high-end choice for consumers in the scrubbing machine brand.
As a "first-year" freshman in the Chinese market, eureka Has ambitions that never hide in the high-end market. Understanding Eureka Eureka from three levels has a clear context in the high-end field.
First, more emphasis is placed on the use experience. The mainstream domestic home sweeper brand mainly designs content around the degree of cleaning difficulty and appearance design, such as the basic entry cleaning system, or to enhance brand awareness for different use scenarios.
In contrast, Eureka Youruijia has been working the use of products, such as: in terms of the design of use, the design of comfortable handles, the design of the water tank release button, the self-cleaning pedal key that prevents bending, the ground brush that is not easy to wind, and the large-capacity water tank design that completes the whole house cleaning for one-time water are humanized, all of which humanize every need of the user when cleaning.
Second, marketing is more suitable for young consumers. On August 21, 2021, Eureka Joined Hands with Top Artist Yi Qianxi to officially announce a two-year global brand image endorsement. Get tens of millions of fans!
The total number of topics read by the resulting topic reached 1.25 billion+, the total number of topic discussions was 4.35 million+, and the hot search topics on Weibo rushed to the TOP3.
The huge attention provides a new solution to the problem for the Eureka brand. That is, through the development of emerging industries such as Weibo topics, live broadcasts, and short videos, we will strengthen the professional knowledge of home cleaning, form a deep link with consumers, and cultivate the habit of domestic consumers to pay attention to all-round cleaning from the young generation that has just entered the society and formed a family, forming a deep market education.
Third, more professional testing and EU certification are quality assurance.
As an intelligent lean factory and An Internet benchmark factory, eureka has more than 180 sets of various high-precision testing instruments and equipment, and 17 professional laboratories such as ECO Energy Efficiency Laboratory, Cleaning Performance Laboratory, and ABR User Experience Laboratory, and currently has more than 20 professional testers.
At the same time, the test evaluation center has been recognized by international certification bodies such as UL in the United States, SGS in Switzerland, TUV-SUD in Germany, Intertek in the United Kingdom, BV-LCIE in France, etc., and can conduct ECO certification witness tests in accordance with EU standards and participate in the formulation of national standards and industry standards.
In the view of professional media people, although the competition in the Chinese sweeper market is becoming increasingly fierce, based on the multi-dimensional efforts of products, users, brand marketing, etc., eureka Youruijia brand has embarked on a high-end brand road. To be fair, there is still a certain gap in the user base, but on the road of high-end categories, eureka Youruijia has a tangible background and a visible future.