At AWE, China National Grid Reporter interviewed Wang Jian, Deputy Marketing Director of Guangzhou Hongri Gas Appliance Co., Ltd. (hereinafter referred to as Hongri Gas Appliances or Hongri) for two consecutive years.
In an interview conducted on AWE2018, Wang Jian told reporters that the new LOGO was issued by Hongri Burning Appliance recently. The new LOGO will be used in the company's high-end product series. The original LOGO is still used for the export of the company’s overall accessories, and foreign technical cooperation, And other aspects of business.
Wang Jian, Deputy Marketing Director, Guangzhou Hongri Gas Appliance Co., Ltd.
Hongri Gas Appliances has launched a new logo and aims to target the high-end market. It is in response to the general trend of consumption upgrading and is one of its initiatives to rejuvenate its own brand.
In the past, Hongri Gas Burning Appliances was mainly known as smoke stoves in the city. Smoke stoves accounted for more than 70% of the company's total sales. However, in a recent interview, Wang Jian revealed to reporters that in fact the Red Sun has increased The layout of new products will develop dishwasher products for different regions of China.
The news reporter Wang Jian revealed was not surprising. In fact, during the AWE2018 reporter’s visit to the booth of the Hongri Burning Appliances, he noticed that in addition to the main products, such as the smoke stoves that have always been exhibited, conventional products, Boxes, electric ovens, built-in dishwashers, integrated cookers, etc. have appeared on the stand and have been placed in a prominent position.
Cultivate infrared integrated stove market Channels steadily expanding
In AWE2018, the heat of the integrated oven products heats up rapidly. Both kitchen and non-kitchen electric companies have exhibited integrated oven products.
The Red Sun Gas Burning Appliances, which have always been leading brands with stoves, will certainly not be absent. In recent years, with the deepening of education in the market, the competition in the integrated cooker industry has also become increasingly intensified. In an integrated kitchen warfare team composed of experts from all walks of life. , Red Sun burning appliances will stand out? Wang Jian said that as the infrared gas stove national standards setters, Hong Ri burning appliances in the field of infrared ovens have a lot of patents, Red Day will extend this outstanding advantage to the integrated kitchen appliances category On the other hand, we focused on the research and development of infrared integrated cookers.
Wang Jian revealed that the Red Sun is not just beginning to enter the field of integrated stoves. 'In fact, our time for research and development is very long, because it takes a long time from research and development to production and production, and for integrated stoves, we prefer to choose early stages. Spend some time developing 'sedimentation' instead of rushing to market.
According to Wang Jian, in 2018, Red Sun will strengthen the research and development of infrared technology and integrated cooking technology to create a truly high-quality infrared integrated cooking product for consumers.
Although the research and development of product technology is very important, but in the context of the development of 'channels as king', the importance of channels must not be overlooked. The reporter was informed that the current sales channels in Hongri are mainly in the 3rd and 4th and below markets. In the local market, Red Day performed very well. According to Wang Jian, Red Day occupied a relatively high market share in the northwestern regions such as Shaanxi. In Central China, the number of customers in Red Sun in Southwest China was also very impressive, with significant market impact. force.
On the whole, the Red Day is dominated by traditional offline store channels, which exist in the form of stores and specialty stores. However, it is worth noting that currently, Red Day online channels have also achieved very good development. In addition, Red Day We are also actively promoting the layout of new channels, and cooperation with high-quality real estate developers.
AWE2018 Red Day Booth
Differentiated competition with 'Fang Laohua'
As the market for kitchen appliances is growing at a double-digit rate, there are more and more snatchers in the kitchen power market.
According to the China Yikang retail monitoring data, in 2017, the number of newly entered brands in kitchen appliances, such as range hoods and gas stoves, totaled about 500, but 347 brands were eliminated. Overall, the kitchen and electric appliance market The number of new brands entered in each category is greater than the number of brands withdrawn. The total number of brands participating in the market competition is continuously increasing. The market vitality of the industry is continuously increasing, and market competition is further aggravated.
Under the influence of leading chefs such as Fang Laohua and Haier, Midea, and other integrated household appliance giants, how does Red Sun occupy one side of the territory and achieve breakthrough has caused reporters' concern and reflection.
When reporters turned this question to Wang Jian, what surprised the reporter was that he showed full confidence.
'First of all, 'Fang Laohua' and Haiermei have their advantages and characteristics, and they are worthy of studying in the Red Sun. However, the differentiated competitiveness of Red Sun is very different from that of the differentiated competitiveness. ' According to the analysis, taking 'Fang Laohua' as an example, it mainly used the category of hoods to dominate the market, but in the field of gas stoves, Red Day has a strong accumulation of technology, and there is no absolute market influence in this area. No disruptive innovation in the brand or technology. This is a great opportunity for the market to give Red Sun.
Further, although Fang Laohua and Haiermei have more advantages in terms of financial strength and overall strength, Wang Jian believes that Red Day has a strong reserve of human resources, participated in the drafting and formulation of national standards, and mastered the core , Top-notch technology, Red Sun is able to rely on differentiated competitiveness to stand proud.
AWE2018 Red Day Booth
Take OEM production seriously Hope to get AWE2019 better booth
When the reporter visited the Red Sun booth, he learned that during the AWE2018, Japanese exhibitors threw an olive branch to Hongri and wanted to red label it. However, this proposal was rejected by the Red Sun. Before that, domestic households A certain head brand in the industry also expressed the intention of the Red Day to stick to the Red Day, but the Red Day also gave a negative answer.
Why did Red Sun repeatedly refuse to OEM for other companies? Wang Jian responded by saying: 'Our brand is an independent operation, random branding conflicts with our brand development, and ultimately it will affect our brand's reputation. Influence, etc., Red Sun is one of the most focused brands in the field of cooking appliances, especially in the field of infrared cookers. In addition to those companies that have a great influence or can greatly promote our popularity of infrared gas stove technology, we will focus on cooperation. The company we will treat carefully. '
Under the background of the nation's full implementation of 'Made in China 2025', Red Day hopes to use its core technology to seek greater development of the company.
'Global platform for smart life' is the theme of AWE2018. At the end of the interview, Wang Jian expressed his understanding of the smart life with the words 'shun humanity and Hui life'. At the same time, he also expressed his expectations for AWE: As a business card for the Chinese home appliance industry, AWE is also a business card for the entire world. We hope it will provide more opportunities for Chinese manufacturers to create sound and display. We hope that Red will get a better booth next year. Infrared stove, can save gas for four months in a year ' , 'The more energy you save, the healthier ' The red day brand concept is better spread and presented to everyone. '