"Alen's air purifier CEO Warburg Lee said on Oct. 22. A few weeks ago, the high-end air purification brand from the United States officially opened its business in Taobao. This is the company following the days of cat and Jingdong platform, in the sales area of another big layout.
'In the past year Alen was a passive participant, but this year, Alen will be actively against, take the initiative to participate in the double 11 of the war.' Warburg Lee does not hide its ambition for the two 11.
Alen's Way to Explore China
In fact, from the United States Austin's Alen, the Chinese market is no stranger.
Alen and China's origins began with a China trip to the founder of Warburg Lee, when China's air purification industry has not yet experienced explosive growth.As the Chinese Warburg for the strong momentum of China's economy shocked, but also very domestic air pollution Status worries.
'Why do not Alen's advantage to help Chinese consumers solve air problems?' At that time, Alen in the US market is a popular consumer favorite high-end brand in the United States, the largest business platform Amazon, Alen perennial Warburg quickly set up a team dedicated to the Chinese market and set up a service center in China. 'When we first entered the Chinese market, we set up a high-end airplugger in the top three, with the highest ratings for consumers. More than 20 people in the team, led by the US marketing experts. "Alen China General Manager Martin Lau recalled, according to him, Alen was in Beijing, Yinchuan, Shenzhen and other places are layout.
'2013 is the first year of the development of China's net clean industry, foreign space net brand in the early vacancy market development is simply the best.' An empty net industry experts said he believes that Alen was the time to enter China Yes.
It is understood that at that time, foreign brands, especially the European and American brands, rapidly grabbed the empty net market in China by virtue of their advantages in terms of product function, technology and design, etc. Moreover, the favor of foreign consumers by Chinese consumers makes foreign brands in High-end market is in absolute leadership.
Despite the good start, however, Alen failed to replicate its success in the US market during this wave.
The next two years, driven by the market dividend, the domestic local brands have set foot in the air and net industry for a time quite a mixed bag, the product varies greatly, the market was barbaric growth status between melee, many domestic empty net brand technology and product design, etc. With foreign brands is not bad up and down, coupled with marketing advantages, large-scale marketing efforts, local brands stamina force, and gradually budding. 'Millet, the United States, TCL these local brands momentum is very strong, has begun to challenge the market position of foreign brands It is reported that in the top ten net of empty net industry market share, local brands accounted for 22.8% can not be underestimated, millet, TCL, Midea, 352, Haier and other brands strong momentum of development. Net 2017 net market data)
With the rise of local brands, the American thinking of Alen's senior management and the cultural differences between China and the United States have made it uncomfortable to market in China and have a lot of marketing difficulties. "This is the direct reason for Alen's slow growth in the Chinese market," Warburg admits.
However, the new national standard for air-condition and cleanness introduced in 2016 gave him new opportunities. "We agree that we should not use high standards to deceive consumers. The new national standards are expected to protect those who maintain high-quality businesses and eliminate those speculative The profits of enterprises.
This time, Warburg, who has regained confidence, has chosen to believe in the strength of the local team, and now Alen has returned to China, and the rebuilding of the Chinese team is made up of local employees. 'We are prepared for this time.' "Said Warburg. , Alen has hired professionals to re-start market research, re-brand positioning, and strive to reshape Alen Chinese brand assets, and gradually Alen brand in China bigger and stronger.
And the upcoming double 11, is undoubtedly the return of Alen facing the first battle, which, Warburg said, Alen is ready.
Founder of the turtle philosophy
Since the beginning of 2013, China's net vacancy market will be explosive growth .When the net cleaner retail volume, the amount of year-on-year increase of 130.6% and 162.7% respectively. By 2016, net sales of total sales of up to 13.51 billion yuan, An increase of 14.1% (source of the data).
Compared to other foreign brands, the rapid development of Alen into China since the development and did not expect optimism .In this regard, founder and CEO Warburg Lee is not anxious.It is reported that during this time, there are many capital or Merchants favor Alen, throwing olive branches, put forward a variety of ways of cooperation, hoping to share the empty market this big cake.However, these 'looks good' chance to be Warburg one by one declined.
The 50-year-old Warburg has a unique philosophy of how to achieve Alen's goals in China. 'In fact, from the product to the man doing things, I have always believed in the' turtle philosophy '. "In the ancient story of the tortoise and the turtles, Fast rabbit did not win, on the contrary, step by step a step forward progress of the turtle made the final victory.
Based on this, Alen has always been uphold 'to help others better' concept, with the spirit of the craftsmen to treat each product, the energy spent on polished products, optimize the product. Alen R & D team has carried out numerous experiments, just to know The best balance between the maximum air volume output and the lowest noise value. To meet the individual needs of the consumer's home furnishings, the Alen team uses the tedious handmade craftsmanship to create different styles of decorative panels; in order to allow consumers to buy the most Satisfied with the net empty products, more groundbreaking to the industry's highest standard of shopping experience services - 60 days no reason to return policy, product life-long free warranty policy.
'This is why the market with the industry launched so many extra features, and Alen empty device has been' conservative 'to stick to their position reasons.' 'Said Warburg. He believes that good products is the basis for winning the market, A good service experience can make the customer really satisfied, good customer relationship can bring more business for Alen. This business is win-win, solid, long-term.
We have a long way to go in the Chinese market, so we do not rush for a moment.We do not blindly expand, because our goal is not to do the market boss, but to allow consumers to Alen products accompanied by pure air, Enjoy a better life, "Warburg said.