In recent years, with the continuous improvement of residents' consumption level and gradually becoming the main consumers after 80 and 90 years, refined and rejuvenating kitchen appliances have become more and more favored by consumers and have become the market trends, and this trend has been From a secondary market gradually spread to 34 markets.
As a new brand in the kitchen appliance industry, HuiBai kitchenware is keenly aware of this development trend. At the beginning of its establishment, HuiBai kitchenware established the brand concept of 'century-old quality and smart kitchen' and hopes that through precise brand positioning and differentiated products And brand image and build a sound channel system, and gradually open the market.
As we all know, in recent years, China's kitchen and electric power industry competition is extremely fierce, this time admission, you need to face huge market risk and longer return expectations. Hundred choose this time into the kitchen market, what is the underlying energy?
In fact, despite the brand newborn, but Hui Bai kitchen has a strong research and development capabilities, a solid manufacturing background and the financial strength should not be underestimated.It is understood that Hui Hui kitchen electrical predecessor is Kawamoto Electric OEM, ODM manufacturing company, has For many well-known brand to do the production of electrical processing.As early as in 1998 to set up a disinfection cabinet business, and then one after another in the range hood, gas stoves, water heaters and other categories continue to innovate breakthroughs, has accumulated rich research and development, production and sales Experience. Owns four production bases, four testing centers, and advanced production, testing, research and development facilities and equipment. After 20 years of technological precipitation and the scale of upgrading, the formation of a hood of the annual output of 200 million units, gas stoves 1 million units The size of the kitchen industry known as the 'stealth champion'.
This strength so that Hundred is no longer satisfied with 'do wedding dress for others', began to transform their own brands.' So much processing and processing, we have accumulated good reputation in the industry, the manufacturing process has been the market and consumers Recognition, which gives us the confidence to go to the stage from behind the scenes. 'Hui Bai kitchen executive director and general manager Liu Xianlong said in an interview with' Aiken appliances. '
Has a profound manufacturing base of Hundred Electric, since its inception has established a very clear brand positioning, that is, committed to building 34 market preferred kitchen and toilet brands.At present, the first-line brand firmly occupy the first and second markets, Although the third and fourth tier markets are fiercely competitive, we have not yet had a stable brand structure and we still have a chance. "Liu Xianlong said to Aiken Appliances.
According to Liu Xianlong, Hundred has incomparable advantages in manufacturing, what is missing is only brand precipitation and publicity, so Hundreds formed a unified style based on the orange elements in the design of terminal stores and products. One hundred hope that by using this brand new and differentiated with the new image, to form their own unique style, so as to attract the attention of consumers.
Good image is only the first step to attract consumers, consumers really want to accept and accept the brand, ultimately depend on the product.It is understood that Hui Bai kitchen electric although the newly established brand, but it has, including hood , Gas stoves, disinfection cabinets, gas water heaters, electric water heaters, integrated stoves and built-in dishwashers, etc. 'Most of our products are self-produced and they are used in the configuration High configuration, for example, hood exhaust volume are above 18m3 / min, all gas stoves heat load are 4.5kW-5.0kW, can achieve a level of energy efficiency. 'Liu Xianlong further explained that' Although our product configuration has reached the first-line brand specifications, but the price is only the third-line brand price.This product positioning just to meet the 34 consumers in the market both pursuit of product quality and focus on cost-effective consumer psychology.
In addition to the formation of brand image and product differentiation, in the channel construction and promotion methods, Hundreds is another way.According to Liu Xianlong introduction, Hundred pre-Huai early in some key areas to create a model market, a comprehensive help agents to the terminal The construction of the storefront and the development of the subordinate agents, and strive to cover the channel outlets in more than 2,800 counties in China within three years.In terms of brand promotion, Hundreds of Offices will mainly choose outdoor advertisements and video advertisements in the current stage, More efficient way of advertising in the next three years, Hundred will put all the profits into the brand promotion and model market to create the above.
'2017 Hui Bai started from scratch, from the establishment to the present just 4 months time, we have received 20 million orders in 2018 is expected to exceed 40 million, 60 million in 2019. The future, Hundreds Will continue to be based on 20 years of manufacturing background, with high quality, intelligent product development as the core, intensive market 34, for three years to break the production capacity billion. "Liu Xianlong finally said.
