Publish Time: 2024-10-10 Origin: Site
Since entering the Vietnamese market in 2019, Bear, a leading small appliance brand from China, has established a brand image characterized by affordability, unique design, and a keen understanding of the subtle needs of Vietnamese consumers over more than five years of development. Particularly in the mother-and-baby product category, Bear has gained a significant reputation among young families and moms in Vietnam, with its slow cooker product even achieving the top sales position on the e-commerce platform Shopee.
On September 9, 2024, Bear officially launched a new television commercial (TVC) in the Vietnamese market. This advertising campaign covers key districts in Ho Chi Minh City and Hanoi, including Districts 1 and 3, and the Binh Thanh District; Ba Dinh District, Tay Ho District, Hoan Kiem District, and Hai Ba Trung District, reaching an impressive coverage rate of 93%, effectively creating a wide advertising presence across Vietnam. The TVC vividly presents the enriching lives of young individuals, families, and mothers using Bear products, fully reflecting the brand philosophy and product advantages of Bear.
At the same time, Bear has also launched outdoor advertisements in the core business districts of Ho Chi Minh City and Hanoi. This aims to better convey the brand philosophy while showcasing the appeal of Bear's appliances to the Vietnamese population. To create buzz for the official product launch, Bear has implemented a comprehensive online and offline marketing strategy. The TVC has been released across multiple platforms such as Facebook and Instagram, reaching a target audience of modern women aged 25 to 45, achieving high levels of engagement.
Creativity Changes Lives: Bear's TVC Deeply Communicates Brand Values
In the TVC, young mothers use Bear's portable slow cooker to easily prepare nutritious dishes, providing healthy and delicious meals for their babies; young families quickly cook fragrant rice with Bear's enamel-coated rice cooker, enhancing emotional bonds among family members through culinary activities; and young individuals enjoy a lively party atmosphere by effortlessly preparing healthy, low-oil dishes with Bear's air fryer featuring a viewing window.
Currently, Bear's key product lines available in Vietnam include kitchen appliances and mother-and-baby products, all aimed at fulfilling diverse consumer needs. Whether it's a high-efficiency rice cooker, a convenient electric steamer, or an innovative air fryer, Bear consistently prioritizes user-centric solutions to deliver quality living experiences. Each scene in the TVC showcases the outstanding performance of Bear products, conveying their creative design and functional advantages.
Through this TVC, Bear hopes to convey the brand's core value to Vietnamese consumers: "Innovation Changes Lives." Bear believes that innovation extends beyond product design and technology; it lies in how these products enhance consumers' quality of life and create better living experiences.
Creativity Makes Life Better: Bear Brings Enjoyment to Users through Product Innovation
As early as a few years ago, Bear identified a significant demand among young mothers in Vietnam for slow cookers. Existing products in the Vietnamese market lacked comprehensive 360° base heating features. After conducting in-home research with local users, Bear developed a product that caters to dietary preparation for babies of all ages. This innovative design also addressed the pain point of traditional steamers lacking a handle, improving convenience for many Vietnamese mothers, especially new moms, who found traditional steamers difficult to carry and use in various indoor settings. After its launch on the Shopee platform, this product received unanimous praise from many mothers. The positive feedback from the mother demographic further solidified Bear's position as a leading small appliance brand in Vietnam, demonstrating that Bear is more than just a product; it enhances user experiences and quality of life through micro-insights into niche markets.
Bear's target customers include not only young individuals but also young families and new mothers. These younger demographics prioritize exceptional value-for-money products and consistently seek innovative and creative solutions for their daily lives. They desire small appliances that bring convenience while embracing modern and attractive designs to fulfill their creative culinary aspirations.
Based on the insights gathered from these demographics, Bear has adopted the philosophy of “Innovate a Bit, Live Beautifully” and aligns it with its brand ethos of “Creativity Changes Life” In 2024, Bear plans to launch even more product series tailored for younger customers.
In the kitchen appliance category, Bear has innovatively introduced aesthetically pleasing air fryers and rice cookers. The air fryer features a viewing window design and dual adjustable wind-speed settings, catering to young people who enjoy crispy textures while also accommodating those who prefer tender baked options.
The rice cooker, on the other hand, is designed with an enamel-coated inner pot, achieving a cooking efficiency of 22 minutes, which is faster than most products available on the market. Additionally, its enamel glaze has passed a durability test of 25,000 cycles, providing consumers with a genuinely durable and cost-effective product experience.
In the mother-and-baby product line, there is also a compact and portable baby food maker designed specifically for making complementary foods for infants. This product uses high-borosilicate glass, which exceeds industry standards in terms of material quality—it is more durable and environmentally friendly, meeting the frequent disinfection needs of parents caring for their babies.
Strong Capabilities: Bear Continues to Deepen Its Presence in the Vietnamese Market
Bear is a well-known small appliance brand in China with 18 years of experience. Founded in 2006, the brand went public in 2019. Bear has over 100 million users both domestically and internationally, and it exports significantly to Southeast Asia while also having a substantial influence in Europe and North America. The design of Bear's products has won prestigious awards, including the German Red Dot Design Award and the Excellent Product Award at the Aipulan Awards. Bear operates five intelligent manufacturing bases, employs over 300 research and development personnel to support product design and development, and has more than 20 specialized laboratories to ensure product quality. (More brand information can be found at the official brand website: https://vi.bearappliance.com/)
In the Vietnamese market, Bear has made significant inroads into most major appliance distribution channels, including well-known outlets like DMX, Dien May Cho Lon, Emart, AEON, and Concung. Of course, their products have also established a presence on online platforms such as Shopee, Lazada, and TikTok, with many KOLs/KOCs actively creating and sharing content about Bear's aesthetically appealing products.
Bear believes that "innovation" is one of the core competitive advantages in the small appliance market. By deeply understanding the subtle and often overlooked needs of the target audience in Vietnam, upgrading products with the best materials on the market, and engaging consumers through vibrant branding activities at a higher frequency, Bear aims to provide a genuine experience that reflects the brand philosophy of “Creativity Changes Life” and conveys a better way of life for Vietnamese consumers.