With the further upgrading of consumption structure and the trend of new retail formats, the home appliance industry is facing new changes in product, technology, service and channel, etc. Taking advantage of the new opportunities of intelligent outlet and deepening consumer-centered innovation, Become an important breakthrough point for enterprises to upgrade .2017 years is the 50th anniversary of the Boshi Household Appliances Group, is also the 20th anniversary of Boshi appliances into China, since 2015, China became the largest Boshi appliance group in the world's largest monomer market , Bossi home appliances continued to exert force in the Chinese market, impressive performance.
In 2017, BOSHIX Appliances continued to maintain its leading position in sales performance with double success in 2017. During the period of October 2017, its home appliances such as Siemens Appliances and Bosch Appliances all achieved impressive results across the entire network, including Tmall, Suning , Jingdong ranks among the best in terms of sales of ice-washed products. In corporate culture and management, with its outstanding performance in talent management, BSIC reiterated this year for the fourth time by the world's leading employers 'research institutes' China Outstanding Employer. "Among 76 certified enterprises in China, Bosch is also the only home appliance company.
In recent years, the competition in China's household appliance market has been aggravating. As the foreign brands entering China for many years, the reason why BOSIX has been able to maintain excellent market performance for a long time is inseparable from its strategic orientation of localization and localization.
Product service strategy: suitable for the needs of the Chinese market
With the development of China's economy, consumers not only expect more and more powerful home appliance products, but also more emerging home appliances gradually into Chinese families and become necessities of the daily life of Chinese families. In recent years, Chinese consumers have become increasingly interested in steaming boxes, ovens, Bowls and other emerging embedded kitchen electrical products demand growing.Base home appliances also for the Chinese market to create a series of 'suitable for home appliances' solutions.For example, Posh appliances have launched this year, the Bosch 8 Series' Home appliances' steam oven, Siemens iQ500 three-in-one micro-steam oven, Siemens new Zhen net series of dishwashers and many new star embedded flagship product, by creating a fully functional and ergonomic modern kitchen space, leading the modern kitchen New trend.
In addition to the product itself, customer service has also been a very important core competencies of BSH appliances this year, Bossi appliances innovation, through a series of initiatives to further enhance the user's service experience.In the 'home appliances worry-free consumer create promotional month' activities, not Fewer consumers get a free smoke exhaust system embedded services and anti-smoking treasure, really feel the full use of smoke machine products enhance the experience as an important channel for business services consumers, front-line installation and maintenance staff is also the service level In 2017, BOSCH launched the 'Like Star Artist' Campaign to let users select their own satisfied BSE engineers and set up a consumer-centered experience feedback mechanism to further encourage the engineers to develop their skills .
'Reliable consumer appliances create promotional month activities' start
Channel Strategy: Managerial Innovation Explore the Mode of Consumption Interaction
This year, BOSI Appliances continued to cooperate with Tmall, Suning, Jingdong, Gome and other online and offline retail cooperation platform and the majority of dealer partners to build a strong retail network of cooperation, a comprehensive exploration of the possibility of O2O new retail .In April this year Day Lynx superbrand days, Siemens appliances together Lynx released the 'minimalist' white paper, digging the individual needs of Chinese consumers in the new retail era, to provide an important reference for further enhancing the user experience .In the twelfth period, Home appliances online and offline stores to build O2O experience linked to allow consumers to experience the convenience of online shopping at the same time, you can visit Bosch Home Appliances and Lynx hand in hand to create a line flash shop, the first time to experience the product.
E-commerce flourishing today, to strengthen and e-commerce platform in product sales to after-sales service of all-round cooperation, but also an effective way to achieve business channel optimization.This year, BOSI completed and Jingdong service system direct connection project , The user can order an installation service directly on the Jingdong website after the order is placed in Jingdong. Afterwards, the BOSCH household appliance receives the reservation information in real time and installs it for the customer. From ordering to completing the installation, the consumer can stay at home Convenient one-stop service experience.
Lynx super brand day start and 'minimalist' white paper release ceremony
Online channels, the consumer experience will be the next line of offline store transformation and upgrading of the direction of this year, Siemens Home Appliances Shanghai's first brand outlets officially opened in the well-built modern home environment, consumers will be more Immersive experience of the enjoyment of home life, enjoy the scene of the experience of shopping.In addition, the brand stores also introduced digital devices, including mobile terminals and virtual reality (VR) technology to further enhance consumer digital interaction shopping experience.
Siemens appliance brand outlets (Shanghai) store furnishings
Localization Strategy: Increase Investment Practice Long-term commitment in China
R & D and production is the fundamental home appliances business based in the market. In recent years, BOSI home appliances continue to increase investment in China, continue to expand R & D investment in China and the scale of production.In June this year, according to Bosi Home Appliances and Chuzhou Municipal People's Government signed a new Strategic cooperation letter of intent, the Bossi home appliances will invest 600 million yuan in the Boshi (Chuzhou) Appliance Industrial Park to build a new oven factory, the oven plant is scheduled to formally put into operation in 2020, an initial annual production plan of 60 million units this year, Bossi home appliances in Chuzhou Refrigerator Factory Phase II officially put into operation, put into operation the plant total capacity will reach 3.6 million units, a Bossi home appliances in China's largest single factory .2018 early, Bossi home appliances in China's first wash Bowl factory will also be put into operation in Chuzhou, the initial annual production plan for 600,000 units.
Bosch home appliances refrigerator Chuzhou second phase commissioning ceremony
In addition to continuously improving the productivity of enterprises in the Chinese market, BOSHIX is accelerating the implementation of smart manufacturing and industrial 4.0 in China through the establishment of digital intelligent factory through the promotion of flexible production and full value chain intelligent and excellent operation. Currently, In Nanjing, a digital smart washing machine factory and a motor factory intelligent production line have been set up and an R & D center in Greater China has also been set up with an investment of 400 million RMB. The new R & D and production center will form an end-to-end intelligent production value chain for China's consumption Provide tailor-made quality products.
Intelligent Strategy: Deepening Layout Continues to Promote Digital Transformation
As one of the first companies in the world to start researching and developing smart home, BOSI was the first to introduce the 'Home Internet' platform to China in 2015. Currently, BOSI has launched a full range of smart home appliances in China Products. By the end of 2017, the proportion of R & D and production of home appliances in China will be up to 90% in the home networking products lineup of China-based BOSCH appliances. Meanwhile, BOSI Appliances is also actively expanding its local partners. Fruit food 'formally stationed in the' home Internet 'platform, through the' home Internet ', consumers can directly access the professional content services such as the recipe push of bean food, open the new experience of the modern kitchen.In the specific products, Bosch 8 series of high-end smart washing machine But also through the 'home Internet' platform and deepening cooperation Dingdong speakers, washing machines to achieve intelligent voice control, users can experience the intelligent appliances brought new ways of interaction.
Bosch Net Effect Sterilization 8 Series Washing Machine Voice Control
Bossi home appliances 'home Internet' ecosystem
Smart appliances have become one of the most popular trends in the appliance industry. An open smart ecosystem will lay a solid foundation for the rapid popularization of smart home. On the one hand, Posh Appliances actively develops and upgrades the 'Home Internet' platform and products; on the other hand, On the one hand, BOSI appliances also contribute to the development and standardization of smart home, offering advice and suggestions.In March this year, BOSI appliances as the sole member of foreign-funded enterprises, hand in hand with the China Household Electrical Appliances Association and industry partners to release the first smart home appliances' 'Community standards are designed to jointly build an increasingly smart home ecosystem with the entire industry by jointly exploring and developing smart home industry standards.
Talent Strategy: Putting People First to Strengthen the Spirit of Businessmen
'People First' is the corporate culture that BSX has long been adhering to, and in 2017, with outstanding performance in talent management for many years, BSH has won the title of "Outstanding Employer in China" for the fourth time and has become one of the leading employers in the industry. Bossi home appliances talent attention and training, not only limited to their daily work, but also focus on the overall career of talent, attention to the long-term development of talent as a Bossi home appliances an important part of talent strategy, Bossi Vocational and Technical Education The center also celebrates the 20th anniversary of its establishment this year. By practicing the "Dual System" vocational education model in Germany, Boss Wah Vocational and Technical Education Center has cultivated a solid foundation of skilled personnel for the home appliance industry. At present, there are more than 700 students Out of the campus, become the backbone of backbone of Posh appliances and the backbone.
Bossi Appliances won the title of "Outstanding Employer in China 2018"
It is estimated that the overall performance of BOSCH appliances will be more expected by consumers and the industry in 2018 with the rapid growth of both online consumption and offline demand.It is reported that BOSI Appliances will also combine its own advantages to continue the new retail 'Mode of exploration and expansion, increase research and development in China production efforts for the Chinese families to introduce the latest technology, products and lifestyles at the same time bring Chinese consumers satisfied with the user experience.
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