In China's high-end cleaning appliances market, the domestic brand's right to speak is continuing to improve.
December 22, the ninth China's high-end home appliances trend release and the red top awards ceremony held in Beijing, the leader in high-end cleaning appliances Lake once again won this year's high-end vacuum cleaner category only red top award. During the meeting, Lake Electric chairman and concurrently President Ni Zugen accept an interview with China's home network to share this home appliance manufacturer with vacuum cleaner ODM, how to grow into a leading brand in China's high-end clean appliances market.
Ni Zu Gen, chairman and president of Lake Electric, interviewed
The most effective product innovation
Unlike most domestically-made home appliance brands, which have a firm foothold in the domestic market and then exploit the development path of the international market, Lake was established as an ODM for internationally renowned vacuum cleaner manufacturers and has been the largest vacuum cleaner manufacturer in the world since 2004 , While its own brand building, force the domestic market, less than 10 years.
In 2009, Lake started to transform itself into an independent brand, and introduced the first vacuum cleaner product suitable for the domestic market in 2011. At that time, the domestic vacuum cleaner market was still dominated by high-end foreign brands, but Lake's entry was a subversion of the situation. For four years, Lake became the # 1 brand in the domestic vacuum cleaner market, gaining a powerful voice in the high-end vacuum cleaner market, and then copied his success in the vacuum cleaner business into the category of air cleaners and water purifiers Today, Lake Air Purifier in the market has been among the first camp in the water purifier market is also a rapid growth momentum come from behind.
Ni Zugen at the red top awards ceremony to give a keynote speech
From the largest manufacturer of vacuum cleaners to the leader of high-end cleaning appliances, the magnificent turnaround of Lake is not only a microcosm of transformation and upgrading from big to strong in the home appliance manufacturing industry in China, but also a textbook for the independent brand building of China's home appliance industry.
Ni Zugen, a motor engineer, has an extraordinary dedication to product technology, and within the company, in addition to chairman and president, he has another identity tag, CTO, which he believes is at the core of a company's competitiveness , Lake has been established so far, has been a very large part of their energy and time spent studying consumer needs, spending on product innovation.
'Our company earlier established a fundamental concept of innovation that all innovations must be explicit innovation from the user's perspective, and that is, consumers see the innovation.' Ni Zugen has always believed that the most effective product innovation Is a disruptive innovation, that is to make a completely different product. 'You have to continue to study the pain points of customers, the potential needs of customers, we want to solve the problems users encounter in life. At the same time, we have to To research, how to create a demand, this is a product innovation.
Lake magic series M9 vertical multi-function wireless pet vacuum cleaner
The M9 series multi-function wireless pet vacuum cleaner is a typical example of this innovative concept.M9 mainly for pet families in the high-end crowd, focusing on decontamination, suction hair removal and other user needs without technical Innovation. Vertical multi-function, high-tech brushless motor to solve pet cleaning problems, is the Lake M9 vacuum cleaner three "visible" innovation.
In this product innovation concept, Lake as a leader in high-end cleaning appliances brand image has been widely recognized by consumers and the market.After last year's Lake magic series of large suction wireless vacuum cleaner M8 won the top prize of China's high-end appliances, This year M9 once again won the vacuum cleaner category only red top prize.
'M9 is a vertical multifunctional, performance-leading wireless vacuum cleaner to solve the new consumer demand problems, but also been recognized by the industry.' Ni Zugen think that Lake magic Cleaner series vacuum cleaner for two consecutive years won the field of China's high-end appliances The annual award of the Red Roof Award is based on Lake's continuous innovation, including product category, product features innovation, the core technology of Lake - the continuous innovation of high-efficiency digital motor, and will forever put the user first product Under the concept of product use and convenience of innovation.
Long-term strategy: do a good job in the domestic market
From vacuum cleaners to air cleaners to water purifiers, Lake enters a new area and will emerge in a short period of time, breaking the industry's current pattern. In addition to the explicit innovation of the product, does Lake still have Other tips?
'We will not copy the mature products already on the market, but after market research, we will cut through a subdivision category to do innovative product research and development and develop subdivisions that neither competitors nor consumers think of. Not only solve the pain points of consumers, at the same time, a short time too late competitors to copy, so that you can quickly open the market. 'Ni Zu root said.
Lake Biyun spring water purifier can kill thousands of brands in the siege, by virtue of this is the difference between the competitive route.Desktop installation-free design, that is, thermal and intelligent temperature control technology and remote control of smart phones, So that this 'smart mobile water bar' upon the introduction of the market by the favorable.This red top award ceremony, Lake Biyun Yunquan installed smart water purifier also won the category of water purifier top award nomination.
'The more highly competitive the market, the more we need to focus on the field of subdivision, to be the best in the field of subdivision' Ni Sugen stressed that the water market competition more and more intense, and slowly brand concentration Will improve, but no brand identity of the business may be more and more difficult.
The Lake Magic Series M9 vertical multi-function wireless pet vacuum cleaner won the red top award
Lake started with the vacuum cleaner ODM, and now is continuing to increase its own brand building efforts this year, Lake developed its own brand has achieved good results, the domestic brand growth of more than 100%.
Ni Zugen said that China is now the world's largest consumer market, doing a good job in the Chinese market is the company's long-term strategy. 'From the enterprise's own long-term development strategy is concerned, we must walk on two legs, so we should do the domestic market, so The company's own anti-risk ability will also be enhanced.
After stabilizing the market leader in high-end cleaning appliances, Lake also plans targeted coverage for young consumer groups and Internet users, according to Ni Zu Gen said next year or Lake will be cost-effective, the Internet to seek some product breakthroughs.