In an environment of loud voices and noisy environments, one thing is often inadvertently. With its uniqueness and beauty, one thing can suddenly catch your eyes and allow you to stop.
At the AWE site on March 8th, Toshiba's dishwasher showcase was bringing such surprises to visitors. On a light and textured display wall, a bright orange dishwasher stood in the middle of the show. The tone is not high, but all the visitors are silent - 'Technology makes bowl washing cleaner', 'Automatic recognition of oil stains', 'Automated matching wash program', Amazing at the technological innovation of this dishwasher, Consumers were introduced into the scene of life by the explainers.
This is a stunning event on AWE held at Shanghai New International Expo Center on March 8. Toshiba, a 143-year-old global brand of home appliances, Dishwasher, conquered the audience.With their own R & D details and brand tension, this more than a hundred years of the world's leading home appliance business, is to strive to improve the quality of life of consumers bring benefits, but also to impetuous dishwasher sector plan Set new high-end coordinates. With the help of dishwashers, Toshiba is opening up new chapters worldwide.
Taking advantage of the wind Occupy the escalation of consumption upgrade
In March 2016, Toshiba’s white goods business was acquired by Midea Group. At the end of 2017, Toshiba used the Tmall platform to launch its own dishwasher products for the first time. This was achieved with the help of AWE, one of the world's largest home appliances brands. Debut, behind it, has Toshiba's own deep-seated considerations.
On the one hand, with regard to the domestic supply and demand backdrop, after 40 years of rapid development after the reform and opening up, people’s lives have already shifted from scarcity to abundance, and consumption fundamentals have transitioned from universal to improved models, especially in recent years, 225 million. The rise of the middle class has also created a huge enthusiasm for the change in consumption escalation. It has been typical in the media reports that a large number of Chinese tourists went to Japan to buy toilet seats.
On the other hand, as far as the dishwasher industry itself is concerned, in the rapid rise of the middle class today, as the new darling of improving the quality of life, less than 1% of the dishwasher's domestic penetration rate corresponds to 70% of the developed countries; The hovering at the low end corresponds to the consumer's quality needs.
As a result, a huge opportunity is placed before all household appliance companies: Do dishwashers and high-end dishwashers to occupy the strongest position in the storm of consumer upgrades before they can skyrocket in the circling air.
According to a survey provided by Toshiba, users of domestic households with a monthly income of more than 10k have been cleaned from the basics, can store, installed in multiple health and cleansing, intelligent human control, and exquisite aesthetic taste. The ultimate experience. 87% of the new middle-class users of fresh and cool technology, 68% of the new Zhongzhong advocates simple, quality of life attitude.
As the Toshiba brand official said, 'What we are aiming for is this part of the crowd', 'Toshiba’s technology heritage, brand tonality and Seiko’s level, it is exactly what this group of new middle class is looking for, positioning Toshiba’s dishwasher in High-end, in line with Toshiba's brand image, more able to control consumer spending trends.
Wisdom Net Washes Technology to Reveal Elegant Life
Brand positioning behavior is the main business, the answer is in the minds of consumers.Positioning high-end, not the final say, but as the main behavior of the business, to consumers how to experience and feel.
Further, the high-end is not a slogan, not the business unilateral appeals, but to meet the basic functions of the product above, more careful design, more advanced and even forward-looking technology, more stringent selection and manufacturing standards, and more With the identification of the brand culture and consumer advocacy ideas, so as to give consumers a more comfortable use of experience and superior spiritual satisfaction.
In this sense, if a dishwasher can afford high-end products, it must be based on a basic cleansing system that can achieve ultimate cleanliness and health. Its design and manufacture must be humanized and operational. Sufficient peace of mind, to have enough aesthetic quality.
As stated at the beginning of this article, the core logic of Toshiba's all-in-one smart dishwasher is 'Technology to make bowls cleaner'. Through Toshiba's tens of millions of engineers, Toshiba has been doing this dishwashing. The machine is equipped with the industry's highest-end intelligent cleansing system, making this dishwasher a veritable smart dishwasher.
First of all, this dish-washing machine's full-eye smart washing function, through the system intelligent sensing tableware oil contamination and automatically select the washing program, can also monitor the washing process in real time during the washing process, at any time to optimize the washing mode.
Secondly, the dishwasher's Huifeng Storm Spray feature uses a biaxial omnidirectional omnidirectional spray arm to achieve horizontal and vertical 360° deep cleaning for more thorough dishwashing.
At the same time, the smart wind drying design of this dishwasher, after the washing is completed, the intake turbine fan starts, the airflow passes through the PTC heater, enters the dishwasher liner, and the physical temperature difference between the hot and the cold is used to vaporize the inner water vapor zone. Into the condensing system, forced liquefaction and into the drainage system.
In the end, by storing the washed tableware in the smart bowl basket that is mounted, this machine not only cleans the tedious and laborious tasks of washing dishes, but also becomes a soft keystroke once and brings an unprecedentedly clean experience. If you are A libertarian, then the full smart washing function of this dishwasher must be your favorite - this dishwasher is less than 47 dB noise, so that you will ignore its existence and work in the dishwasher During the time, more exchanges with family members, more reading and music appreciation, you will be able to feel the beauty of life.
Seiko manufacturing and aesthetic design, interpretation of different quality of life
Toshiba announced with sufficient confidence that technology will make bowl washing cleaner. Similarly, Toshiba has enough emboldened to announce that Seiko will make technology more humane.
In 143 years of Seiko design, Toshiba has created a high-end image of a global appliance brand. Humanism, Seiko quality, and ingenuity have made Toshiba's brand a century-long gene. This dishwasher has strictly followed the design, material selection and quality control. Toshiba's reliability standards are implemented. The quality that really brings consumers peace of mind. Seiko Manufacturing, in every detail design and manufacturing place, reflects the humanistic care for consumers, the noise value of this dishwasher 47db, internal Lighting design, self-cleaning system, and live water purification system all shine with respect and respect for users.
While bringing the ultimate experience, the design of this all-intelligent dishwasher is also full of esthetic taste. In the eyes of quality lifeists, every item in the life scene is worthy of examination and playfulness. An elegant and elegant life, Can not be separated from the kitchen, home appliances set off, large cabinets, small to dishes, as a heavyweight in the kitchen utensils - dishwasher is not only a practical appliance, but also the art of home life treasures.
Continuing the design genes of Japanese brands, Toshiba's minimalistic design is an aesthetic system of guiding ideology. Even in front of harsh aestheticists, it is not at a loss. As we all know, Japanese home appliances have always been based on simplicity, exquisiteness, and fashion. Dishwasher's meticulous production materials, simple appearance design, bright orange appearance, to create a rich visual beauty of the user. With internal and external self-cultivation, the strength of both value and function, allowing users to truly feel the charm of life created by the product.
There is a level of work that dares to touch the core. Whether it can be washed cleaner, more peace of mind, and healthier, this is an essential selling point for judging a dishwasher. There are three major systems to build the product strength, Toshiba has enough The quintessence to promote quality life aesthetics through smart dishwashers.
Sincere and rigorous leads the rational development of the industry
It is worth mentioning that, in any rapidly developing industry, there are always exaggerated functions, irrational speculation, and the prevalence of speculativeism.
Contrary to this, Toshiba still inherits the rigorous and even strict tradition of Japanese brands in the fields of technology and manufacturing. Toshiba is clearly stating that 'dishwasher is not a god machine, not everything can be cleaned', ' It's not that the higher the water pressure is, the better, 'It's not 100% sterilization'. This frankness not only does not damage Toshiba's high-end image, but it also shows that Toshiba is meticulous about product development, and thus wins more respect for its users.
An industry insider who declined to be named commented: 'Not every one of the 60 existing brands is as sincere as Toshiba,' and the more the phenomenon is driven by the industry's surge in dividends , At least in the dishwasher can not be measured by the technical indicators, the full effect of publicity everywhere, and in fact, from a scientific point of view, obviously not strict enough responsible for the practice.
Toshiba, in terms of each technical indicators from the actual consumer experience, rather than simply the pursuit of value; truly R & D level and Seiko-made level to build high-end products should have the functionality and quality, which is a Centennial brand should play the role and brand attitude. Toshiba practice in fact the industry's advocacy of rational style, the establishment of high-end dishwasher industry standards, have a realistic meaning.
According to legend, hundred years brand torch create another brilliant
Statistics show that from January to November 2017, the dishwasher retail market was 3.95 billion yuan, an increase of 119.5% year-on-year. It is expected that the annual retail sales in 2018 will reach 8.9 billion yuan, a year-on-year conservative growth forecast of more than 80%. More than 60 There is no shortage of new brands to join in. There is no doubt that this is an industry full of vigor and vitality. It is also an industry full of risks and challenges.
Toshiba, who came to China to start business in 1972, not only witnessed and participated in the process of enlightenment and popularization of home appliance consumption by the Chinese people, but also established his own high-end quality brand image in the process of participating in this tremendous change. Nowadays, the consumption of Chinese people From the popularity of high-quality, high-level comfort, Toshiba accumulated 143 years of technology and took advantage of dishwashers, a highly explosive product.
Focusing on craftsmanship, science and technology as the foundation, and Seiko’s level of protection, the minimalist aesthetic is the design style. This is the gene that the Toshiba brand has achieved since 143. It can be predicted that AWE's stunning appearance, Toshiba dishwasher is just the beginning of the Chinese market. In the subsequent market competition, Toshiba will dedicate its hundred years of technical accumulation and brand accumulation, establish the wisdom, quality, aesthetics and other standards on the dishwasher, and create a dishwasher. The high-end era.
In this sense, Toshiba’s attempt may not be the leading position of a dishwasher alone, but it means that it will reshape the brand's new heights globally.