On March 3, the cloud whale official announced that the cloud whale “Moby Dick” sold out in advance in the pre-sale of the 2021 Queen’s day, and even exceeded 100 million in a single day after it officially opened on March 5. It is reported that the cloud whale has a total of 30000 sets of cloud whale “Moby Dick” on sale. This is not the first time that cloud whale has been sold out in advance. The intelligent cleaning design and excellent sense of use make cloud whale attract much attention in the aspect of intelligent cleaning. This time, the achievement of breaking through 100 million yuan in a single day was achieved in the period of non annual promotion. Why can cloud whale get such a preference from users?
The reporter had the honor to interview the marketing director of cloud whale. He said: “cloud whale” Moby Dick “has always been loved by users. On the one hand, it comes from the brand-new intelligent cleaning experience -” automatic back washing, deep cleaning “,” triangle mop deep decontamination “,” 10N downforce, simulating hand cleaning “and other intelligent functions. On the other hand, cloud whale also encourages users to use the time when they are free, To achieve a more free and loving way of life, we have gathered a group of “whale fans.”
From the perspective of the industry, the primary consideration for users of ground cleaning category is function, but on this basis, cloud whale wants to go further, realize the company of the whole product life cycle, and promote the emotional connection between the brand and users.
When he talked about the concept of cloud whale brand, he said: “cloud whale, in fact, has both the important task of growth and brand two-way development. We not only focus on products and sales, but also adhere to the freedom and love of users. Whether it’s Moby Dick or other products to be listed in the future, we hope to empower users’ life, infect users with cloud whale sentiment, and feel life with brand sentiment, so that people can live a more free life from products to lifestyles. “
Just like this queen’s day, in order to convey the brand concept to users more effectively and convey cloud whale’s in-depth observation of modern women’s life, cloud whale specially presents a flexible and tough female life TV short film “dust and me” – through the interactive shooting of three female users with different life styles, It records the process of women getting rid of the concrete dust and the abstract “dust” in life, and their thinking about themselves and life.
In the short six minute short film, single photographer Ziqian, Baoma home blogger Fay and bar owner Tianjie, who is alone with her baby, show different life situations. Together, they liberate themselves from the complicated life, let cloud whale help solve the “dust”, let themselves rebirth from the “dust”, and have more energy to pursue a new life. Once broadcast, this soft and tough short film has attracted wide attention on the Internet. Many women who want to pursue their true self express their feelings about life one after another. In the same period, the brand launched the topic of “I want to be free” in the shaking voice, creating a tiktok with the user, wishing to bid farewell to the dust, and free house, which has been played over 200 million times and has been involved in 8 million whale flour.
At the same time, the cloud whale team also admitted that the shooting focused on the theme of “dust” and deeply conveyed the cloud whale brand’s wish “I wish you freedom and love” through the picture. From a non judgmental and peaceful female perspective, they hope to accompany users from “cleaning the dust in the home” to “cleaning the dust at the bottom of their heart”, help women liberate from the complicated cleaning, create more time for users to find things they really love, and even change their lives.
Compared with other intelligent cleaning products, Yunjing emphasizes that it hopes to “do more” and adopt the brand strategy of market growth and brand development. Not only from the product design and sales, but also hope to create a brand that can continue to accompany users, empower customers, and let users have a sense of happiness. Cloud whale hopes to free users who pursue happiness from “dust” and truly realize “farewell to dust and love freely”.