Using a rice cooker to cook rice all over China, can you verify the current “consumption escalation” by this move?

Since the Spring Festival, the high pressure of the Japanese toilet seat culture has caused Chinese consumers traveling to Japan to set off an upsurge of maintaining buttocks; this year, this boom has spread to rice cookers, and more and more consumers have gone to Japan to spend a few. Thousands bought a tiger brand rice cooker on the grounds that "the rice made is delicious."

Home appliance makers in the United States can't sit still. Why does a rice cooker go to Japan to buy?

Through this boom, Midea launched its high-end product, the "Muxiang Dingzuo Pottery Series" rice cooker, which costs close to 3,000 yuan, and has specifically made a big movie called "Crazy Chef" to promote it.

The outline of this intriguing documentary movie, "Crazy Chef" is this:

In order to verify whether it was possible to use a rice cooker to cook rice suitable for the local people, five “cookies” were invited to embark on a 15,000-kilometer walk. From Huishui, Guizhou to Lake Beijing, and then from Yili, Xinjiang to Wuchang, Heilongjiang, a pot visited the national private cooking cheats.

People's "rice cooking" rice cookers from the past only cost-effective, practical as a selling point for rice cookers, to play the rice cooking philosophy, behind the driving force is only the transformation of marketing ideas? In actual fact, the marketing idea is based on the consumer group, and in the final analysis it is to cater for changes in current consumer demand.

What kind of product can match the current consumer demand?

Then the question has arisen. The rising middle class and the consumer groups that are the main force after the 1980s are the changes they are experiencing in the way they spend money.

Recall the example often discussed by a friend close to you: MUJI A cup can be sold for hundreds of dollars. From the point of view of craftsmanship and quality, ordinary brand cups can be achieved at half the price. What is the reason? .

The difference between MUJI products is that under the premise of guaranteeing quality, some implications are introduced into the products, and the value of these things is exactly what the emerging middle class needs. Today's consumer trends have begun to change from price-sensitive to value-oriented, just as organic food advocate Anna Lapey said, "Every time you spend money, you vote for the world you want."

Therefore, the "consumption escalation" that is happening in your shopping behavior can be summed up in two aspects: First, satisfy consumers' demand for high quality; Second, consumers' recognition of values, which allows consumers to follow the brand. In the footsteps to form loyalty.

Who has the final say on quality issues?

The legend of Japan's rice cookers was first reflected in the quality. In fact, the number of rice cookers produced in China actually accounts for the majority of the global market, and the high-end market seems to be always absent. There are two non-negligible factors: 1. The rice cooker was born from Japan; 2. The technology in the high-end rice cooker is the first invention in Japan.

The history of cooking can be traced back to prehistoric times, but the use of rice cookers was in World War II. After the defeat of Japan in the late 1940s, some armies of Mitsubishi Corp., an armory fire dealer, switched to civilian products, including rice cookers that were originally developed for the troops. After a long period of time, Japanese rice cookers were leading the country in which these rice were eaten. This led to a large extent in the enthusiasm of some old rice cookers such as Mitsubishi and Tiger.

Let me give a concrete example: Whether it is a homemade rice cooker or a Japanese rice cooker, it takes a lot of space to advertise the so-called “wood fired rice” in advertisements. Is it really delicious to eat pork fired on earthenware stoves?

Don't you say, this can indeed be analyzed from a scientific perspective! Firewood has two basic advantages: uniform heat and firepower.

Traditional rice cookers, which are the most commonly used rice cookers in China, are based on the principle of heating the chassis. This heating method transfers heat to the bottom of the bladder. The heat is then transferred from the bladder to the ingredients, resulting in low cost and control. The difficulty is small, but the heating is not uniform, and accurate temperature control is not the obvious drawback of this heating method.

The purpose of the so-called high-end rice cooker is infinitely close to using firewood and earth stove cooking methods, mainly through a technology called IH. IH is the abbreviation of Induction Heating, and Induction is the meaning of electromagnetic induction. This imaginary term translates to “electromagnetic heating”.

IH This technology enables uniform and even heating of rice, which enables precise process control of the rice brewing process and improves the taste and nutrient content. After the heating plate, flat IH, and stereo IH, the heating technology of Midea’s Hibiscus Kettle Rice Cooker has been upgraded to the fourth generation of multi-stage IH technology to ensure that the rice grains achieve 720-degree two-way rolling in the boiling process at the current domestic IH It is still the first rice cooker.

Consumption upgrades are based on the satisfaction of basic material needs. The progress of IH technology has enabled our rice cookers to keep up with the rhythm of quality, but we cannot ignore that when the product technology evolves to a certain degree, the space for quality upgrade is compressed, and reaching a certain critical point requires some new “cognition”. Elements" to stimulate consumers.

Add "awareness element" to a product

The reason why consumption upgrade has changed from the mainstream consumption philosophy in the past is that it has produced some “cognitive elements” that consumers are willing to pay for, so that it can reconstruct the frame of the original consumer's mind to measure the product and bring the product directly. The effect is: With the possibility of reshaping the value.

According to the movie "World of Warcraft" recently adapted from the Super IP, the popularity of its peripheral products has never been seen before. For example, a charging treasure printed with a Union badge is set at a price of 499 yuan, and this category of Charging treasure may have only a hundred pieces in the consumer's cognitive framework. The same function is even more capable of charging millet. Bao is not only lower in price, quality is not bad, this will show that Warcraft charging treasure in the pit person? The fact is that this expensive charging treasure can also sell many stations.

The so-called "value" is based on your knowledge. You think that it is worthwhile. At this time, what the user consumes is no longer a charging treasure, but a new cognitive element. It belongs to the basic needs. Something, or the identification of certain values, can also be understood as emotional consumption.

The story of the five “Crazy Chefs” in the “Crazy Chef” movie is equivalent to the new “cognitive element”. The consumer’s cognitive framework is completely broken and the price is no longer the only criterion for making decisions about consumers’ purchases. Instead, it is personalization, verticalization, and scenes, or the feeling of traveling to China to cook rice.

No matter whether it is the beautiful rice cooker of the United States or the rice cooker returned from Japan, regardless of which high-end technologies and cool features are available, it is essentially an ordinary household appliance. However, behind it, it represents the needs and trends of Chinese consumers. In the final analysis, it is business-to-consumption. Rapid response to upgrade requirements.

Enterprises are guided by consumer demand and are essential skills for survival. Xiaomi’s “new domestic product” campaign and Gree “make the world fall in love with China”. The US rice cooker with “most knowledge of Chinese rice” is also the same.

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