MACAIIROOS
About Project
Guangdong Longde Group Co., Ltd. is located in Zhongshan, Guangdong, the hometown of China's home appliance industry. Under the background of the demographic dividend in the past two decades and the rapid development of my country's reform and opening up economy, Longde Group has gradually developed into the largest research and development of modern high-quality home appliances in China. As a manufacturing base, Longde Group has also become an OEM of numerous well-known foreign brands of small household appliances by virtue of its strong production, R&D and manufacturing capabilities, and the group's OEM business has grown rapidly; The brand "longde" has deeply cultivated the gift channel and has established more than 3,000 terminal sales points across the country.
However, with the continuous development of the national economy and the continuous improvement of mass consumption levels, the small household appliance industry has also ushered in consumption upgrades. In 2018, the market of Longde Group's own brand "longde" was gradually eroded by many new brands, and the brand appeal continued to decline. At the same time, profit margins are constantly being squeezed, and the original TO C business and gift channel business have experienced greater sluggishness. Enterprise transformation and upgrading cannot be delayed.
Therefore, in 2018, Longde Group joined hands with Liangpeng & Shengshi to fully retain the group's original strength and nutrients through sorting out and planning the Longde Group's business, and formally established on the basis of the group's original productivity, channel strength advantages and resource allocation. Transform and upgrade. Based on this strategic proposition, Longde Group fully acquired MACAIIROOS, a home appliance brand in Arizona, USA, and worked with Liangpeng & Shengshi to reconstruct the brand strategy, category strategy, as well as a new upgrade of brand design and marketing channel strategy planning.
Sun Tzu's Art of War has a saying: "A gentleman seeks power, not others." Under the general trend of upgrading the consumption of small household appliances, and fully based on Longde Group's own strong production, R&D, manufacturing capabilities and channel advantages, the MACAIIROOS brand is positioned as an American high-end household appliance, mainly providing the market and users with high-end intelligent Western-style kitchen appliances, and with red wine cabinets and Ice machines are the entry point, and many high-quality kitchen appliances have been continuously launched, capturing the consumer psychology of many new middle-class people.
Once the brand was released, it exceeded the sales mark of 70 million yuan in the first year, and exceeded 200 million yuan in sales in the third year, and achieved a 160% growth in 2022 under the epidemic. At present, annual omni-channel sales are stable at 240 million yuan, which has become the second growth curve of Longde Group.
Design Concept
With the continuous development of the national economy and the continuous improvement of mass consumption levels, the small household appliance industry has also ushered in consumption upgrades. Correspondingly, people's kitchens no longer only have a single black and white color scheme and traditional large appliances. People have begun to Pursue more intelligent and personalized small home appliances. MACAIIROOS also hopes to convey the beauty and enthusiasm of life to users through more intelligent and diversified kitchen appliances, allowing users to enjoy the fun of life. The original force of the brand graphics comes from the eagle, the most symbolic animal in the United States, where the brand is born. The graphic structure selects the initial letters M and A in the brand name MACAIIROOS, which is based on the cultural matrix and injects the cultural force into the brand; at the same time, the brand The strong visual impact is reflected through red and black, which is intended to convey the unique American style and enthusiasm for life.
Client
Longde Group Co., Ltd.
Category
Full brand construction
Service Content
Brand Strategy
brand Design
Brand Marketing
Product Strategy
Brand Achievements
1. Complete brand building in 2019, sales in Australia and China exceeded 56 million in 2019
2. The growth of the epidemic has stagnated for three years, and it will pick up significantly in 2023, with a significant increase
