Tele-promoter in Haier Russia

Jun.25, 2020 10:24:18 source: China net


Sergey Sandalov joined Haier in 2012, and he now is in charge of the promoter team of Haier Russia. During the pandemic, Sergey and his team have explored ways to improve online shopping experience in response to the closure of offline stores; as a result, the sales revenue of proprietary e-commerce increased by more than 100% year on year in April and May.

Sergey Sandalov

01 Innovate to Apply Tele-promoter Mode to Interact with Users

From April to May 2020, Haier Russia Washing Machine Connected Factory invited children of Haier employees to participate in the “Prevention of Coronavirus " painting competition. Our young participants are divided into four age groups (under 4, 5-6, 7-9, and 9 +), and the works with the higher online votes win the competition and the prize prepared by our Haier colleagues in Russia with love. Bright and interesting drawings now hang on the factory stands, reminding the importance of epidemic control while putting a big smile on the face of our colleagues during working hours.

Since the tele-promoter mode succeeded in proprietary e-commerce channel, Sergey and the sales team continue to strengthen the cooperation with the chain channels and third-party e-commerce platforms.

Taking Mvideo as an example, Haier Russia promoters provide it with consulting services in all home appliances. At the beginning, Mvideo only consented to tryout in Saratov, Voronezh, Kaluga and Tver. As the project progressed, the promoters received an average of 20 to 40 video consultations every day. Seeing it, Mvideo incorporated the mode into stores with large customer flow. At present, the tele-promoter project has covered most mainstream channels.

02 Make Full Use of Social Media to Increase Brand Exposure

During the special period, the use of social media increased significantly, and the social media matrix of 1800 peomoters can make a difference. After realizing it, Sergey discussed with the relevant teams to motivate promoters and promote customer base operation.

In addition, Sergey and the marketing team launched marketing activities on the channel by jointly making promotional videos and share it on the social media. Up to now, the relevant tweets have covered all local mainstream social media platforms.

Facing the pandemic, Haier Russia has bulked the download trend with the market share of refrigerators and washing machine increasing thought online transformation and in-depth interaction with users.

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