China's economy has shifted to endogenous driven growth, and the market has entered a refined operation mode. Market segments for different vertical groups came into being. " Both mass consumers, young people and generation Z are members of different circles. For the water purifier industry, a more refined operation is the key point to complete the transformation of the brand and change from the traditional development model to the new era model.

Circle marketing has not only become a powerful way for brands to choose stars and celebrities and realize the unity of quality and efficiency through fan operation, but also an important way for brands to cross-border cooperation, quickly break the circle and reach more diverse people.

In the e-commerce promotion in 2021, the turnover of Neil net household water purifier exceeded 18000, and the single volume exceeded 80000 in half a month; Neil net has reached a new high in the field of single products of pure water machine, which has set a new record in the past five years, far exceeding the traditional hot list brands such as Xiaomi, Midea and Haier. Such superior achievements have a lot to do with Neil's transformation of the new marketing strategy, targeting new consumer groups and repositioning the marketing direction of the whole water purifier industry.

In July this year, Neil net successively launched a number of new pure water machines, which are more young in appearance design and develop the young market. The circle marketing of choosing online red grass and star endorsement is only the finishing touch of Neil net, which is more inclined to the development strategy of promoting the market with products. In the past, the water purifier industry paid too much attention to marketing and pursued quick success and instant benefits for performance, which led to the disgust of consumers. Therefore, since 2017, we have found that the performance of most water purifier enterprises is slack.

Until after 2020, nilnet has re created a new marketing method and new product positioning, which has broken the circle of the water purifier industry and revived the industry performance. The domestic domestic water purifier market is very large, because with the growth of economic level, people have higher and higher requirements for the quality of life, so water purifiers will become a hard demand. New opportunities and new industries will inevitably usher in such a hard turn.

With the development of mobile Internet, new consumer groups have become the market leader, which makes most traditional enterprises unprepared in marketing thinking. Observing the brand rankings of major industries, it is not difficult to find that many new enterprises and brands are rising rapidly, and they are more suitable for young people and seize the opportunity of the new media era. These signals tell us that relying on the traditional marketing methods in the past, it is difficult to win new forces, so we must change our marketing thinking to make enterprises conform to the law of market development and truly enter the consumer group.

Neil net in the water purifier industry won the industry sales champion only by relying on the single product of pure water machine, which further illustrates the importance of marketing positioning. No matter what form it is displayed, it must be based on the needs of users, which is the foundation and essence of marketing.