How does Saudi Arabia open the world with oil?

Against the macro background of the game between China and the United States, China is actively developing global partnerships and expanding the convergence of interests with other countries. As the world's largest oil producer, Saudi Arabia is also an important participant in the "Belt and Road" initiative. Economically, China and Saudi Arabia are increasingly cooperating. For example, at the end of 2023, the two countries signed a currency swap agreement. As China-Saudi Arabia relations continue to heat up, Saudi Arabia has also become one of the important markets for Chinese companies to go overseas. As one of the well-known home appliance companies in China, Hisense hopes to further open up the air conditioning market in Saudi Arabia. Therefore, Hisense Home Appliances hopes to form a scientific understanding of the current situation of the Saudi market through systematic research, gain insight into the needs and pain points of air-conditioning users, and provide valuable reference for product improvement.

Through a combination of desk research and immersive interviews, we helped Hisense Home Appliances deepen their understanding of Saudi air-conditioning users, and refined strategies related to product improvement and marketing communication based on the insights.

 

01 Based on the PEST model, building a cognitive basis for follow-up research through desk research to refine Saudi Arabia ' s economic, social, human development and living environment

(Home Environment Desk Study)

 

02 Through immersion interviews to reach out to the local user's life scene and restore the daily air conditioner scene to find the pain of use

(local user usage)

03 Interviews provide a basis for refining the core elements of the marketing communication strategy by understanding the media usage habits of local users and the content preferences associated with household electricity consumption

(product demand mining)