As early as 2014, Murata officially opened the curtain for the return of the brand 'King of the Kings'. Through organizing hundreds of events each year, 'weaving nets + conferences + training + marketing activities' has solidified the brand's foundation and established more than 4,000 works. The home distribution network achieved a strong growth of sales scale of ten times in three years. Under the background of the new normal of China's economy and the slowdown in the growth rate of the kitchen and toilet industry, Murata has a flawless 'industrial dark horse' and 'Murada'. Phenomenon' is also becoming a topic of discussion in the kitchen and toilet industry.

In the past four years, Murata has undergone a big change every year. Four years is a big leap. This is also inseparable from Murata's 'Three-Five-Year Plan'. In 2018, it was Murata's emphasis on solid internal strength, professionalism, dedication and concentration. A five-year closing year, at the same time, is also responsible for the company's vertical stretching, layout technology, and the second five-year period for final layout listing.

At this key node, Murata Kitchen & Kitchen will continue to focus on brand integrity, strengthen the foundation of product hard power, take the market as the starting point, implement hundreds of Sword events, and provide partners with a 'brand + product + Internet + landing' package solution. The plan is to achieve healthy, healthy, steady development and win-win sharing. 'Our new brand center is fully completed. The second phase of Murata Industrial Park has also been launched. The team size is also continuing to expand. There is reason to expect the new year Murata to take a strong attack. , And through a series of strength protection, against the wind, and then go up the stairs. ' Murata shares, director of general manager Liao Xiangqiang confidently said.

In 2017, which has just been rigid, it is also a year for Murata kitchen and kitchen to maintain continuous growth. According to “Aiken Home Appliances”, Murata sales increased by nearly 50% year-on-year, far faster than the average growth rate of the industry, thanks to push-pulls. In parallel, the two poles are exerting force, and they are in an extraordinary position to upgrade the strategic thinking of the company. Thanks to the innovation of the business partner model, the professional management team has joined forces, especially to highlight the marketing focus, aiming at both ends of the “smile curve”. - Continuous efforts are made on the brand side and the product side to maintain the momentum of Murata's leaping development over the years.

Figure 1: Under the impetus of the new business partner model, Murata Kitchen & Bath opened the way for the king to return and embrace the new era.

Strong Terminal Creates a Strong Brand

The brand upgrade strategy is not a castle in the air. It needs to rely on channel terminals to lay a solid foundation on the ground. As the so-called 'brand change, win in the terminal'. Therefore, in order to inject constant momentum into the brand end, in 2017, Murata first targeted the channel. The level is fully upgraded.

On the one hand, in order to enhance the level of consumption and store upgrades in the past, Murata insisted on the three or four five-tier market. In 2018, VI adopted a new design, visually further high-end, and deepened the local consumers' brand impression of 'Murada's ecological kitchen and toilet'.

On the other hand, the channel structure is diversified, and more extensive and in-depth distribution of high-end building materials and home furnishing markets, such as Red Star Macalline, Home Furnishings, etc., have more integrated stores, integrate water purifiers, integrated stoves, dishwashers and other diversified products. In the category, the number of stores has been further optimized to improve the channel quality. In this regard, Murata shares the director deputy general manager Chen Yun said in an interview, investment, education, fine business, through the overall assistance and nurturing of customers, can Seeing the future growth of Murata, this is very important for the sustainable development of the brand.

Figure 2: As a national brand focusing on kitchen and kitchen for more than 20 years, Murata Kitchen & Kitchen has always been committed to creating a 'Green Eco-Smart Home System'

With the help of a solid back-end channel, Murata is more emboldened in the brand's external propaganda. Murata, who has continued his actions, blew a clarion call at the opening of 2017. Following the grand sponsorship of the Longmen Bay Thousand People Festival, the main sponsorship After the Guangdong Ronggui International Marathon in 2017, they also landed on Guangdong's trump card program “DV Live”, “Wanjia Lights”, CCTV’s “Bull Business Talk”, and “Dialogue Star Brand”; and formed an alliance with Beijing Shengshi Media Group, “China Kitchen”. Guardian Industry Platform, signing large outdoor media, cooperating kitchen and professional media, etc.

In the next two years, during the second five-year development period, Murata said that it will continue to be in the five major central video channels, two major provincial TV channels, seven major search engines, five professional high-end paper media, and 50 video networks. The 300 online media launched a multi-integrity integrated communication, aiming to promote the brand's assets through the combination of brands, comprehensive, high-frequency, and long-term expansion of the brand. Long-term growth, value-added, further highlight Murata's inflection point beyond kitchen corner, the strong determination to overtake the curve.

Smart technology guides product upgrades

The various initiatives of the brand endorsed Murata's consistent “tossing” spirit. This is the key to the company’s ability to maintain its “black horse” character and its growth year after year. At the same time, behind this growth, Murata products have to be given. Constant innovation, uneasy "tossing" in the status quo.

With the improvement of consumerism and the shift in consumption concepts in recent years, the kitchen and toilet industry has evoked a 'high-end' and 'intelligent' boom, which has not only quickly affected the entire kitchen and toilet market; it has also enabled the development of future kitchen appliances. Looking for opportunities around the product, innovation, and manufacturing upgrade model, it also ushered in the best expansion period.

In view of this, Murata Kitchen & Kitchen, which has been adhering to the mission of creating a healthy and intelligent kitchen space for all mankind since its creation, is determined to embed the concept of green environmental protection into its products, create intelligent and ecologically intelligent products, and realize its product technology. The second upgrade'. Mr. Luo Zhaobo, Chairman of Murata, bluntly stated, 'The main development direction of Murata's future products is to add more intelligent elements on the basis of humanized design, so that consumers can experience quality of life from Murata products. Improve. '

For Murata, who insists on the concept of 'a no-cleaning range hood', the core of 'eco kitchen' is the hood, and 'no cleaning' is the positioning point of the future consumer's mind. The best-selling CTG9102 range hood, for example, represents the main attraction of the current range of hood products, including large suction, no-wash-and-wash, and smart, while pouring in Murata's unique core patented technology.

Nowadays, around the creation of 'eco kitchens', around the ecological intelligence, the 'no cleaning' concept of the green environment has also been poured into Murata’s product diversification strategy system. The company has established a new business unit and launched a corresponding integrated cooker. The new products, Murata's green eco-kitchen R & D on the R & D road to achieve the same heritage of technology use. This also makes Murata kitchen and kitchen products more abundant, the overall profitability of the enterprise has been further enhanced.

Figure 3: Murata launched an integrated kitchen, continuing the concept of eco-friendly development of 'eco-kitchen', and at the same time marching into the integrated kitchen segment.

It can be said that Murata is relying on these technologies to sell high-end products with high value-added, healthy and environmentally-friendly products to achieve a close relationship with the trend of intelligentization, and to provide users with better products and value experiences. The company's health, rapid, and sustainable development. Liao Xiangqiang believes that the arrival of the smart age is not merely a performance on the exterior, but on the whole, from the appearance of hardware to software, to meet the basic needs of consumers; function from single to combination, From complex to simple, Murata Kitchen & Kitchen has been insisting on such efforts.

In the future, Murata said that it will create a combination of 'brand integrity, team soft power, and product's hard power' and continue to use 'artisan spirit' to create quality products that closely meet user needs and provide better and faster one-stop services. Consumers truly experience the charm of 'Murada Murata'.