Fang too Group officially released Fangtai kitchen sales revenue exceeded 10 billion, setting a new record in the kitchen appliance industry, becoming the first breakthrough in billions of kitchen appliances.
For many businesses, getting bigger and stronger is a difficult proposition.
In the beginning of the business in 1996, Fang too determined to 'become the first Chinese own high-end brand' .22 years, the party too only one thing is to focus on their high-end Kitchen appliances to create China's boutique.
'Great things must be done in fine' This is the philosophy of Lao Tzu, Fang Taibai billion just confirms this.
Good at innovation: based on the original ability to be stronger
In the brand-name appliance market, kitchen and electric field competition is particularly fierce.
According to Zhong Yi Kang, as of 2016, the number of brands sold in the domestic kitchen electricity market has reached 577, far exceeding the sales volume of brands of household appliances such as washing machines, refrigerators, air conditioners and televisions.
The nineties of last century, the Chinese kitchen widely used thin hood. Fang too through market research, grasp the pain points of the old products, innovative design of the first generation of circular arc deep-type range hood, and industrial design into the hood model R & D. Put into production that year, sold 30,000 units, detonated the market; the following year launched a better fume extraction, lower noise, more stylish appearance of the T-type machine, single model sales is as much as more than 40 million units , What has laid a square too brand position.
At the beginning of the new century, Western kitchen pictures began to appear in the domestic fashion magazines, but at that time, no European range hood appeared on the Chinese market. The side too adopted the design principle of 'European appearance China core' and introduced the beautiful and practical European style smoke hood In the first two years, the market share of nearly 100. Perhaps many people do not understand is that the current range hood market, the dominant European models and side suction models range hoods, The first one is too square.
In 2015, Fangtai Sink Dishwasher was invented for the Chinese kitchen market and pioneered the integration of the three functions of sink, dish washer and fruit and vegetable purifier, which can not only wash the dishes, but also pesticide residue for fruits and vegetables. Dishwasher "turned out" to break the nearly 20 years China's dishwasher market penetration rate of less than 3% of the embarrassing situation, the past two years, the party too sink market share quickly reached 40%.
'No good products, original products do not want to do the brand, not to mention the high end.' Mao Zhongqun response to this sentence is not only a business how to strengthen the issue, but also to create China to create the transformation and upgrading of ideas - can Really leading the development of the industry, must have a strong technical strength and product originality, and achieve the highest level of the industry, leading the development of the industry.
Side too innovation for the pursuit has also been recognized by the industry.As of December this year, Fang too owns the total number of patents more than 1200, ahead of the industry behind this is Fang too insisted that each year will not be less than 5% of sales revenue into research and development, much higher than Appliance companies on average about 2% to 3% of R & D investment.
Courage to subvert: using standard to lead the development of the industry
If innovation can make a business, that can create an industry.
Air flow is considered to be an important indicator of range hoods attracting more and more attention around the year 2010. Simply chasing the technical indicators is not a problem, but the party is too aware that this will allow the kitchen and electric appliance industry to fall into the technical indicators of the competition, for consumption There is no real meaning, you must jump out of such a 'strange circle'.
Therefore, the party too decisively decided to open the black box of the range hood - the direction of research and development of range hoods from attention indicators to pay attention to the effect of smoke fumes, and thus established a 'do not run smoke' as the core criteria to determine the range hood good or bad.
Since then launched a new generation of wind Rubik's Cube, cloud Rubik's Cube, released in 2016 near Europe cross-border range hood Star Rubik's Cube, have achieved the 'no running smoke' smoke fumes effect. 2017 launched smart lift hood, it is more thorough Change the way of smoke control, the smoke machine into the 'driverless' era, to provide users with 'just right' intelligent experience to further promote the quality of Chinese home kitchen upgrade.
In 2017, Fang too relied on its own technology to accumulate and led the key project of "key technology and equipment for high-efficiency separation and flue gas purification of fume" under the national "13th Five-Year Plan" research and development project. It has once again become a pioneer in the kitchen and electric appliance industry, from kitchen air to atmosphere management, Society plays a higher role.
At present, Fang too dominates to participate in the formulation and revision of nearly 80 industries, national standards and international standards, and joins the International Electrotechnical Commission (IEC) as the sole representative of the domestic industry in China, participating in the development of international standards for range hoods, showing that Fang Tai Gradually hold the right to speak in the international arena.
Culture Leads: Internalization of Chinese-made Soul
In the era of rising consumption, under the background of the "Made in China 2025" strategy and the 4.0 Industry era, the entire society under the action of the mobile Internet has undergone a drastic change. What is lacking in the Chinese manufacturing industry at present? High-end leading innovation capability and Chinese characteristics The brand's cultural value.
In 2008, with too strong cultural confidence, Fang Tai introduced China's excellent traditional culture and initially formed a "modern Confucian management model" with Chinese characteristics, becoming a forerunner of Chinese enterprises in exploring Chinese management models.Fang Tai formed a corporate culture system with Chinese characteristics, The innovative culture, quality culture, Confucianism constitute the three core culture of the party too, and with excellent traditional culture to cultivate the love, sense of mission and sense of responsibility of all employees, so as to form a comprehensive and in-depth full of innovative culture and quality culture. The next include such a feeling, projected to product innovation and user operators, then naturally form an internal driving force for business development.
Mao Zhongqun, chairman and president of Fangtai Group, said: 10 billion is just a new starting point , Fang too will continue to adhere to the 'heart of benevolence, making China's boutique' to provide consumers with ground-breaking kitchen appliances and services to promote the quality of Chinese home kitchen, high-end, intelligent upgrade for the Chinese family a better life Make a new lead.
