Wanhe Electric's Experience Marketing

Guangdong Wanhe New Electric Co., Ltd. is headquartered in Guangdong Shunde National Hi-tech Development Zone. It is the largest professional gas-burning manufacturing enterprise in China, and the first advocate and promoter of China's gas-fired development strategy.

Wanhe started with technological innovation. In 1992, it invented China's first ultra-thin water-controlled automatic gas water heater, leading the Chinese water heater into the era of “open water valve and hot water”. So far, Wanhe has filled the domestic technology gap 14 times in the field of gas appliances and led the upgrading of technology in China's gas industry.

In the international market, the export volume of Wanhe Gas Water Heater and gas stoves ranked first in the industry for four consecutive years, and formed a stable strategic partnership with some multinational corporations.

Interview guests: Guangdong Wanhe New Electric Co., Ltd. Mr. Gong Peqian Company English name: Guangdong Vanward New Electric Co., Ltd.
China Manufacturing Network AS Certified Supplier Showroom: http://vanward.en.made-in-china.com

The first impression made by Gong Peiqian, who is also the Assistant of the President of Wanhe, the General Manager of the Hot Water Division, and the Director of the Marketing Management Center, is a resolute and clear-cut thinking. Although there is only one hour of communication, he is clear. The buzzwords under the idea are very attractive, and it also allows us to have a more comprehensive understanding of Wanhe's marketing strategy.

A Lifestyle Determines a Marketing Approach <br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br><br Because in his view, a way of life determines a marketing approach. There is a big difference between foreign marketing and domestic marketing. The more important foreign marketing is an effective communication in the application environment.

“British people, for example, will have someone rent a plot in the park and put 40 or 50 RVs there, rent them for travel, and the travelers will live for three or four months. Under such circumstances, our gas water heaters It came in handy," Gong Peiqian said, finding the demand for its application environment is more conducive to opening the market.

“And the Americans have another feature. They like to do it themselves, DIY. So the requirements of hands-on requirements and experience are even more important. Because of this, the ovens sold in the U.S. market are all bulk and guests buy Go back and install it yourself later.” Gong Peiqian believes that mastering different living habits abroad can be of great help to exporters.

"Experience Marketing":

Exhibitions, Websites, and Experience Centers <br><br> After summing up many years of overseas marketing experience, Gong Peiqian draws the following conclusion: 4P marketing theories (products, prices, channels, promotions) in foreign markets such as Europe and the United States In China, the channel is very stable and the price system is also complete. “The distribution of benefits at each level is very fair. It has a strong association to maintain. It has risen to the level of ethics and will not change much. So the most important thing is the technological innovation and promotion of products.”

Therefore, at the same time as product technology is continuously upgraded, how to make promotions more effective is the key. In conjunction with the needs of overseas markets, Gong Peiqian and his team began to explore a "experience marketing" road.

On October 17th, at the 11th China Shunde International Household Appliances Expo, an experience hall of European-style villa architectural style at the front of the booth attracted many people to stop and watch. The "flat solar water heater" on the roof, the "air heat pump water heater" at the corner of the balcony, and the gas-fired heating water heater in the kitchen are "working".

This is Wanhe Electric's meticulously-created "Wanhe Hybrid Real-Hot Water System Real Experience Hall". Users can completely design according to the product layout of the experience center, and can intuitively experience the comfortable living experience provided by the new energy products.

Experiential marketing refers to the enterprise's use of targeted customers to observe, listen, try, use, and other methods to enable them to experience the product themselves and actually perceive the quality and performance of the product or service, thereby stimulating customer perception.

"Experiential marketing we have started to do, but it is still far from enough." In the interview, Gong Peiqian said when talking about experience marketing. The establishment of an experience hall at the exhibition is the first step in Vanke’s experience marketing. “Each year, 20 or more exhibitions are used, and buyers are very interested in it, which means we are teaching him how to sell products.”

In addition, Wanhe’s experience marketing also includes “website experience” and “headquarters experience hall”. The headquarters of the solar energy heat pump outdoor experience hall, roof, heating room, bed, bathtub readily available, foreign companies came to the company headquarters can intuitively experience the new energy and equipment. The implementation of experiential marketing on the website is also an effort by Wanhe. “There is also a lot of cooperation on the website, but it is still not enough. Many experience halls have not been done. The next step is to do this,” Gong Peiqian said. , "This will further broaden Wanhe's experience marketing."