For many of us based in China, air purifiers have become a necessity in recent years. With the air-pocalypse looming over their heads on a daily basis, Mila was founded by three fathers who set out to do things a little differently... Introducing the world's first subscription-based smart air purifier system that looks like it belongs in the glossy pages of an interior magazine.
We spoke to the Mila team to learn a little more about what sets them apart.
Tell us a little about Mila:
Mila is the world’s first subscription-based smart air purifier. Built to help our community breathe better, and driven by love, our Mila is affordable, stylish, and potent. Plans include free filters.
What is the meaning behind the name Mila?
Mila comes from one of our own - she is named after the six-year-old daughter of co-founder Charles Liao.
Why are air purifiers important to have?
The AQI indoors can actually be much higher than what it is outside - it gets trapped within the space. Most people spend 90% of their time inside, which is why it’s so important to make sure you’re breathing clean, filtered air. Plus, if you don’t change out filters, the dirty air that’s trapped within the filters just continues to get recirculated throughout your space.
Can you tell us a little more about the Mila app?
The Mila app is free and works with the purifier. Customers can download the Mila app to monitor each unit in their home or office. It displays both the inside AQI, where the unit is located, as well as the current AQI outside. Along with being a useful tool to monitor your Mila units and the AQI level, it’s highly valuable for parents who want to monitor the air their children are breathing when at home.
We love the design and contours of the unit, what was the inspiration behind the design?
Thank you! We wanted to create something that blends with the home, not something that sticks out like a sore thumb. As we dreamt up her creation, one of our key components for Mila was elegance in design.
What defines living the Mila lifestyle?
Living smart, living healthy, and breathing easy. We’re very community-oriented and we want to fuel that community-focus with everything we do.
Why should users chose Mila?
Mila is stylish, smart and affordable. Compared to other purifiers, Mila is much smaller and quieter. She will blend into your life without you even recognizing she’s there. Mila is comprised of health, care, and love.
We find the subscription concept unique and interesting as this is not something that is commonly associated with air purifiers. Is there any reason why you chose this as your business model?
Most purifiers are expensive with an added fee for filters every several months. Living in a transient city such as Shanghai, people pay thousands for air purifiers only to basically give them away when it’s time to leave. Clean air shouldn’t be something families can’t afford. Our subscription-based model makes it possible for families to afford clean air without feeling as though they’re losing money.
Are there any interesting marketing campaigns you have run previously that were successful or upcoming campaigns we should watch out for?
We launched a campaign where every time the AQI hit above 200, new users could use a special code to receive RMB200 off their first purchase with Mila. We also have an upcoming deal where new users can receive one month of clean air if they refer a friend, and when that friend signs up, they’ll get one month of clean air too!
In terms of marketing events, we’re really trying to tie into our community. Soon we’ll begin hosting events out of our space: wellness workshops, breakfasts for stay-at-home moms and dads, morning runs, vino and vinyasa, and much more - the sky is the limit!
What are your plans for Mila in the future?
We plan to focus on Shanghai and Beijing getting Mila actively involved in the community. We want to perfect our customer experience from the purchase journey down to daily interactions with our Mila purifiers and mobile app. There's lot to do.
After we figure out our Mila "magic formula," we will begin launching in other cities. We have a huge following in places like Jakarta and Manila already, so we'd love to get to those markets by this summer. The haze problem peaks then too, so hopefully Mila will be there to help. We'll consider Singapore and Kuala Lumpur later this year too. We'd love to get to India in a meaningful way in the next 12-18 months. Other cities like Hong Kong, Taipei, Seoul, and Tokyo are all on our radar. We see opportunities in the US and Western Europe as well. Mila will go anywhere air pollution is a problem, and unfortunately that is not a short list of cities around the world.
Photography, styling, brochure and website design by KAE Collective.