In 2017, China's refrigerator market bid farewell to rapid growth, into the cooling period, according to Orvie cloud network data show that as of November, the refrigerator offline market size of 65.55 billion yuan, down 4.1%. However, the overall market downturn in the refrigerator, not very Optimistic situation, Bossi refrigerator sales performance is dazzling, contrarian, turnover up 20%, 4 times the industry growth rate, both Bosch appliances and Siemens appliances become the fastest growing share of offline revenue in 2017 The same time, Bossi appliances online performance is also particularly dazzling, with an overall sales of 6.18, double 11, an increase of 80%, 50%, among the best in the industry refrigerator category.
2017 is the 50th anniversary of the establishment of Boshi appliances, into the 20th anniversary of China's occasion, such a remarkable market performance, on the one hand and Boshi appliances active in the consumer appliance industry to upgrade the general trend of insecurity, more importantly, Boshi appliances Adhere to the 'consumer-centric' strategy, innovative ideas, cutting-edge technology, the perfect combination of high-end quality, so that the refrigerator to win the increasingly large number of high-end consumer groups of all ages.
Leading the high-end market consumption upgrade is the external driving force
With the wave of "consumer upgrade" sweeping the Chinese market, the demand for high-end refrigerators is becoming more diversified and diversified. How to make refrigerator products more user-friendly and user-friendly is a long-term exploration direction of Bosch Appliances. Also adhere to the high-end, quality of the two-pronged strategy and action leading the refrigerator industry, the new trend.
Turning to the outstanding performance of Bosch Appliances Refrigerator Sales in 2017, Mr. Wang Weiqing, Senior Vice President and Chief Sales Officer of Boshi Household Appliances (China) Co., Ltd., believes that consumption upgrade to Bosi Appliances provides a good opportunity for Boshi Appliances High-end refrigerator products are ideal for the pursuit of quality consumer groups. 'Has been stick to the high-end market, home appliances, through technological innovation, excellent quality products to fully meet consumer demand for high-end refrigerators diversified, every elegant detail reflects the German The ultimate Seiko play, it is also these hard-to-create high-quality products, has won the good reputation of consumers. '
Mr. Jia Bin, vice president of Refrigeration Business Unit at Bossy Household Appliance Investment (China) Co., Ltd., also fully illustrates the advantages of Bossi Home Appliances in this market segment with a set of data: 'In 2017, With a market share of more than 60%, Bossi Home Appliances has a market share of more than 13,000 Yuan more than 70% because we can meet the needs of consumers in this price segment.
Solve the pain points of consumers Technology and quality are the inner core
Since entering the Chinese market 20 years ago, Bossi Appliances has been focusing on the refrigerator market and has been focusing on the user experience and focusing on solving the pain points for consumers. BOSI Appliances constantly advances the industry with advanced innovative concepts and cutting-edge technologies and always upholds the "people-oriented" Concept, put the consumer demand in the forefront of product development.'Fresh preservation 'is the core needs of consumers for the refrigerator products, BOSCH home appliances adhere to the core function of upgrading, with innovative technology to give the product a higher quality and stability, better Freshness, and effectively help consumers improve their quality of life.
In 2017, Possession introduced the iF design award-winning zero-degree on-door refrigerator, with multi-level humidity adjustable, precise and stable temperature control and other innovative features to achieve the first zero-degree biological preservation technology and off the first three door design for the Consumers create better solutions for the preservation of zero-degree preservation technology is a very important and mature Innowitz BSB appliances, the future, this technology will be equipped with all the products of BSH, to meet the ever-increasing consumer demand for fresh.
This year, Posh Appliances will also launch more high-end large capacity French refrigerators, Bosch Double Steel, etc., and provide more possibilities for consumers through new technologies in the wet and dry areas. In addition, To promote the digital transformation, smart refrigerator products with the function of 'home interconnection' also bring consumers a new interactive interactive application experience.
Online power accurately grasp the 'new retail' tuyere
2017 is known as the 'new retail' In the first year, Bossi home appliances accurately grasp the 'new retail' outlet, focus on the vertical development of online channels, in order to abide by the brand, products, services and other aspects of the consistent high quality as a precondition to enhance the refrigerator Product performance and reputation in the e-commerce platform.
Mr. Wang Weiqing pointed out that the outstanding sales performance of Bosch refrigerator products online in 2017 is due to the fact that consumers are more willing to contact with good brands through online shopping. On the other hand, it is because the Boshi Appliances, whether in the product or the brand , Services, etc., can provide consumers with high-quality experience in the flourishing electricity supplier in 2017, Boshi appliances together Tmall and other online retail platform for cooperation and the majority of dealer partners to fully explore the new retail Possibilities, for example, during the double-11 period, BOSCH home appliances linked up online and offline stores to build an O2O experience, enabling consumers to meet their growing individual needs.
Innovation + product force to meet all consumer needs
In 2018, the consumer market will still maintain a fast development trend, and the consumer demand level will be more inclined to high quality and personalization. Looking forward to 2018, Mr. Wang Weiqing said that the company will continue to build more high-end refrigerator products for consumption To provide more possibilities to explore differentiated products for different users and to further differentiate their functions In the overall trend of consumer upgrading, BOSCH will stick to its 'consumer-centric' approach and continuously upgrade itself The technological innovation and product quality, all-round to meet consumer demand.
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