August 27, 2019, the Finals of UNIDOL 2019 Summer among college students, the hottest event in Japan was held in Tokyo. UNIDOL contest is an annual girl idol group selection event for Japanese college students. The championship team is selected by online voting of the national audience. This year, the event attracted 77 groups from 70 colleges in Japan. This is an important annual event of concern to college students, who are the main users of Haier Japan New Life. Haier Japan has been concern about the UNIDOL event for three consecutive years. At the Finals site, in addition to playing the videos of the preliminary contest and recalling the hardships of the players all the way to the Finals, Haier also provided the winners with sets of New Life appliances, which conveyed the youthful vitality of Haier New Life to young Japanese users.
Except from coperate with the UNIDOL, the offline BIC stores played the sitcom Fall in Love with Home Appliances during the New Life Season , which has enhanced popularity among new life users. Shortly after the Finals of UNIDOL, TRIANGLE’19 was held at the beach of Fukuoka Seaside Park at the end of August. Haier Japan deeply interacted with young users during the event. Haier prepared small fans and tents for performers and attending users in the rest area and ambulance room. Other than that, people could claim ice cubes and cold drinks from Haier refrigerators. Small acitivities on the site deepened the good feeling for Haier among the young people.
Haier Japan "Urban cafe" series is specially designed for young people. In view of young people's attention to furniture and interior decoration, "Urban cafe" series employs exquisite, beautiful and fashionable style, integrating high-end silver and black design into the whole house. Because of such focus on the needs of young users, Haier Japan achieved first share in the New Life Season market with dual brand, and "Urban cafe" series achieved doubled growth.
Under the guidance of Rendanheyi Model, through a series of brand activities and in-depth interaction with users, Haier digs into various circles concerned by young users. While deepening the young group's comprehensive understanding of Haier, it also accelerates the landing of Haier Smart Home scenario ecosystem in Japan.
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