Haier

The presentation ceremonies of a host of major marketing awards were held at China International Advertising Festival in Guiyang, including China Advertising Great Wall Awards and Effie China Awards. “Haier Brothers under Our Pens”, a creative collection of Haier Brothers’ new images, the first marketing case of Haier Water boxes at Goodaymart and “Hugging Little Light Man”, a public communication program won the Media Marketing Gold Award, the Marketing Communication Gold Award and Creative Gold Award of Effie China Awards respectively. Haier Group won 9 grand awards at the two ceremonies, including 4 gold awards, 3 silver awards and 2 bronze awards.

China Advertising Great Wall Awards and Effie China Awards are the two most important marketing competitions in China. The former is China’s highest-level annual awards for enterprise brands and advertising leaders, which boasts the longest history, the largest scale, and the most extensive influence in China’s advertising field. The latter is the only marketing communication awards taking brand communication as the target in China, named as the “Academy Award in marketing communication filed”. The winning of the two grand awards reflects Haier’s success in marketing innovation since it completely went Internet-based from 2014.

At the beginning of 2014, Haier announced that it would stop releasing magazine hard advertisements, astonishing China’s media in 2014. All of Haier’s colleagues and the rest of the industry had been paying attention to its response to the challenges from the market without the traditional media. Today, Haier’s winning of these new marketing awards answered their questioning perfectly.

For example, “Haier Brothers under Our Pens” which won the Media Marketing Gold Award of China Advertising Great Wall Awards had originally been no more than a common collection activity, but had received over 7000 excellent works transmitted for 2.14 million times on Microblog attracting 30.4 million online fans within 45 days. The reason was that Haier creatively adopted an interactive mode enabling the participation of the consumers across the world. This activity integrated innovation and effect. It was its concern for users’ opinions and willingness to interact with user’s demands that won the appreciation of the judge panels.

Compared with the interactive innovation, the winning of the marketing gold award of the “First Marketing Case of Haier Water Boxes at Goodaymart” Program is a new interpretation of Internet marketing. With its Internet-based strategies, Haier Water Boxes applied Internet to each step including user survey, product innovation, research and development and marketing. Marketing highlights can be seen in each manufacturing step of the traditional products. First marketing at Goodaymart is the perfect combination of traditional household appliances and Internet, and the Internet-based marketing across the whole process has become the paradigm of the innovative marketing of the industry.

According to insiders, the media management is the expression of the style of an enterprise. Haier’s harvests at the two grand awards showed its immense innovative ability. It is a great achievement for Haier to show novel marketing communication thoughts and measures considering that it just began completely transforming to Internet since 2014. The marketing communication innovation of Haier is not only the great exploration and achievement of the marketing communication field in China, but has inspired all the traditional enterprises longing for new marketing.