In a crowded, noisy environment, inadvertently, there is often something that, by virtue of its uniqueness and aesthetics, catches your gaze suddenly and lets you stop there.

AWT site on March 8, Toshiba dishwasher showcase is being brought to the visitors such a surprise in the elegant and texture of the wall of the exhibition stand, a bright orange dishwasher stable among the scene to explain the staff The tone was not high, but all the visitors were calm down - 'technology to make the bowl cleaner', 'auto-identify greasy stains', 'auto-match washing procedures', marvel at the technological innovations of this dishwasher, Consumers are suddenly explained to bring life into the scene.

This is an amazing scene on AWE held at Shanghai New International Expo Center on March 8. The famous global brand of Toshiba, a 143-year-old global appliance manufacturer, has used a "100-year technology, intellectual enjoyment of life" commitment. Dishwasher, conquered the audience. With its own research and development heritage and brand tension, this centuries-old world-renowned home appliance company brings benefits to consumers who are trying to improve the quality of life, and also to the impetuous dishwasher industry. Set new high-end coordinates. With the help of dishwashers, Toshiba is opening up new chapters worldwide.

Taking the wind to 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 release its own dishwasher products for the first time. This relied on AWE, which has the title of one of the three major home appliances companies in the world. 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 made the change in consumption escalation a huge enthusiasm. After the media reported that a large number of Chinese tourists went to Japan to buy toilet seats, it was typical.

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' penetration rate; The hovering at the low end corresponds to the consumer's quality needs.

As a result, a huge opportunity lies ahead of all home appliance companies: To be a dishwasher, and a high-end dishwasher, to occupy the most powerful position of the consumer upgrade storm before it can skyrocket in the circling airflow.

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 Toshiba brand executives said, 'What we are aiming for is this part of the crowd', 'Toshiba's technology heritage, brand tonality and Seiko's level, precisely what this new group expects, 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

The subject of brand positioning is the enterprise, but the answer is in the mind of the consumer. Positioning the high-end, not the final say, but the enterprise as the subject of the behavior, give consumers what kind of experience and experience.

Going further, high-end is not a slogan. It is not a unilateral appeal of a company. It is based on meeting the basic functions of a product. It is designed with more care, more advanced and even forward-looking technology, and more stringent materials and manufacturing standards. With the identification of the brand culture and consumption concepts advocated, so as to give consumers a more comfortable 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 to achieve the 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 truly 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, living water purification system, all shine with respect and respect for the user.

In the ultimate use of experience at the same time, this all-intelligent dishwasher design is also full of aesthetic taste in the eyes of quality life activists, life scenes are worth looking at and pondering the taste of a wantonly elegant life, Can not be separated from the kitchen, household items set off from large cabinets, small dishes, kitchen utensils as the most important thing - the dishwasher is not only a practical household appliances, but also the art of home life treasures.

Continuation of the Japanese brand of design genes, Toshiba minimalist design guidelines for the aesthetic system, even in the face of harsh aestheticists, there is no stage fright .As we all know, Japanese home appliances has always been simple, sophisticated, fashion-based. The elaborate materials, simple design and bright orange appearance of the dish washer create plentiful visual enjoyment for the user.With the strength of both inside and outside, Yan value and function simultaneously, users can truly feel the charm of life created by the product.

Have a level of work dare to touch the core.Is able to wash cleaner, more peace of mind, healthier, which is to determine a dishwasher can not avoid the core selling point.There are three systems to build the product strength, Toshiba have enough The heritage to promote quality of life through the entire smart dishwasher aesthetics.

Honest and strict lead the rational development of the industry

It is worth mentioning that in any rapidly developing industry, exaggerated features, irrational speculation and the prevalence of opportunism always exist.

Contrary to this, Toshiba still inherits the rigorous and even strict traditions 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, thereby winning more respect for its users.

An industry insider who declined to be named commented: 'Not all of the more than 60 existing brands are as sincere as Toshiba'. 'More phenomena are driven by the industry's sudden increase in bonuses. At least in the dishwasher can not be used numerically measured technical indicators, 100% efficacy propaganda abound. In fact, this from a scientific point of view, is clearly not strict enough responsible for the practice'.

For Toshiba, each technical indicator is based on the actual experience of consumers, rather than on the pursuit of value. It truly uses the level of research and development and the level of precision manufacturing to build the functions and quality of high-end products. This is a The branding and brand attitude that the brand has for a hundred years. Toshiba's approach is actually an advocate for the industry's rationality and has established a realistic meaning for the establishment of high-end standards in the dishwasher industry.

Passed on from time to time, the brand has made greater achievements

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, and the conservative growth forecast will exceed 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 in 1972, not only witnessed and participated in the process of enlightenment and popularization of household electrical appliances in China, but also established its own high-end brand image in the process of participating in this tremendous change. Nowadays, From popularization to high quality, high comfort enhancement process, Toshiba to 143 years of science and technology accumulated to dishwasher this very explosive category Royal Wind.

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 technology 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.