On March 11th, the 2018 China Home Appliances and Consumer Electronics Expo ended. This event brought together more than 800 exhibitors from around the world, attracting nearly 300,000 domestic and international audiences. The feast of home appliances and consumer electronics once again illustrated the blueprint for a better life in the future. .
As a participant in the Chinese home appliance market and AWE, the booths of Bosch Home Appliances and Siemens Home Appliances have always been the two booths of domestic and foreign home appliance industry peers and professional visitors, media, and consumers during the AWE exhibition. China's home appliance industry, product innovation is often a sign of significance.
During the AWE2018 period, Geerke, chairman and president of Bosch Household Appliances Investment (China) Co., Ltd., and Wang Weiqing, senior vice president and chief sales officer of Bosch Household Electrical Appliances (China) Co., Ltd., expressed their appreciation for the Chinese market during an interview with China National Grid. The firm confidence of the prospects, and once again made it clear that BSH’s insistence on 'consumer-centric' product innovation thinking and portfolio brand operation strategy is unshakeable.
Chairman and Chief Executive Officer of Boshi Household Appliances Investment (China) Co., Ltd.
Senior Vice President and Chief Sales Officer of Boxi Household Appliances (China) Co., Ltd. Wang Weiqing
The prospects of China's home appliance market are promising and promising.
The Chinese market is one of the most important markets for Boxi Electric Appliances. Dr. Ou Tengbo, Chairman of the Board of Directors and Chief Executive Officer of Bosch Household Electrical Appliances Group, once stated that he wants to make China the largest market for Bo Xi’s home appliances in the world. With the continuous efforts of its team, the latest 2017 annual financial report showed that the performance of Bosch Electric Appliance Greater China was particularly prominent. The successful implementation of the localization, intelligentization and other strategies helped boost the 14.1% revenue growth of the Bosch Electric Appliances.
Although the conduction effect of the regulation of the real estate market has had an impact on the home appliance market in China, in the opinion of Gerk, the home appliance market in China is still a promising fertile ground. On the one hand, traditional ice-washing products are seen from the perspective of sales growth. Stagnating, but from the perspective of overall upgrading, the market potential is still great; on the other hand, emerging categories such as dishwashers have just entered the rapid growth and outbreak of the market, and will be in a very long period of time in the future Sustaining at least double-digit growth rate has become a new growth point.
'We believe that in the coming period of time, the overall outlook for the home appliance industry will be very good, and the opportunities are still very large. 'Galke expressed optimistic expectations of the Chinese market.
Based on its confidence in the Chinese market, Bosi Electric Appliances has continuously increased its investment in China in recent years. Following Bozhou refrigerator factory and dishwasher factory, Bo Xi Appliance will also build a new oven factory in Zhangzhou.
Not only that, Boxi Home Appliances is constantly launching new products in response to changes in the consumer market. This year's AWE, around the traditional category and emerging categories, Bo Xi home appliances have introduced new products: Siemens appliances launched five new Huanjing series dishwasher , And showcased a new large-screen smart refrigerator products - Siemens Bo Rui Zhilian refrigerator door; Bosch appliances is the release of four 'Vita's fresh power multi-door refrigerator' new.
As a pioneer in the dishwasher industry in China, Boxi has been dedicated to the promotion of dishwashers for more than ten years. Earlier this year, Bo Xi Household Appliances was officially put into operation at the dishwasher factory in Zhangzhou. Before the opening of AWE2018 One day, Bossi Home Appliances held a large-scale dishwasher summit to accelerate the layout of the dishwasher market.
'As long as the Chinese consumer's consumption is upgraded, there is good technology in the product, and there is a good reputation, then consumers will favor your product. ' Wang Weiqing said.
Girke said that the products of Boxi Home Appliances are relatively high-end, are products that meet the market consumption upgrade trend, and he believes that Bo Xi’s home appliances are still promising in the Chinese market, and “big hope”.
Adhere to the established consumer-focused strategy
China, as the world’s largest single market with a population size of nearly 1.4 billion, Chinese consumers with different age structure, different consumption levels, and different consumption needs, has provided unparalleled imagination and space for global home appliance companies, but it is also a product for enterprises. Development presents a huge challenge, especially when consumer demand is thousands of people, and new technologies and new concepts emerge in endlessly. Product innovation has become a major test for home appliance manufacturers.
'How to stay competitive and how to survive better, we think the key lies in how we can gain more consumer insights that can truly meet the needs of consumers so that we can truly be invincible.' Said that Bosi Home Appliances has always been adhering to the 'consumer-centric' strategy in product innovation.
Taking the new products released by AWE Boss Electric Appliances as an example, Bosch Home Appliances launches its 'Vita Power Freshener Refrigerator', adopting its VITAPRO Pro technology to provide precise temperature and humidity environment for food storage. +0°C Non-icing, long-lasting preservation of food ingredients. Siemens Home Appliances has launched a range of Dishwasher Dishwashers that not only offer a variety of installation options including stand-alone, sub-embedded, semi-embedded, and full-embedded, but also washable. The design of the basket is more flexible and more in line with Chinese cooking habits and diet culture.
In order to better implement the 'consumer-centric' product concept, Boshi Electric has even set up a new department to set up positions for consumer journey experience officers, engage in consumer surveys, and obtain consumer feedback and use. Feel and other work, and make recommendations to other departments accordingly. Gailke stressed that the consumer journey experience officer is not just a consultant, but a very powerful, influential role, able to participate in marketing, logistics, production In all aspects, it really exerts influence.
'The product really needs to be close to the consumer groups you serve, gain insight into his needs, and develop marketable products,' said Gerk.
At the same time, Wang Weiqing also emphasized that Boxi Home Appliances will not waver in the Chinese market and will not design too popular products.
“Service and marketing are very important, of course, but in the end it is the product. The product must be comfortable for the consumer and solve his problems. ' Wang Weiqing said, 'Service is important, but don’t let service become a means to make up for the lack of products. . '
Long-term change in the operation of portfolio brands
Faced with the tremendous potential of the Chinese market, especially driven by consumption upgrades, the Chinese market has seen a diversified demand and fragmented consumer trends. More and more home appliance brands have entered the Chinese market, and some home appliance companies have even launched different consumer products. Group of home appliance brands, seeking to cover consumers in a brand portfolio, brand matrix approach.
Girke said that more and more consumer electronics brands are appearing more and more in order to satisfy more and more personalized consumer demands of consumers. The essence is the improvement of living consumption levels, and people’s pursuit of personalized color leads to more and more The more brands there are. 'So every brand should have a clear positioning to meet what kind of consumer groups.'
In China, Boxi Home Appliances is the first home appliance company to try multi-brand operation. Currently, Boxi Home Appliances operates Siemens Home Appliances in the Chinese market, Bosch Home Appliances and luxury brands Jiagena Three Home Appliances brands, among which Siemens Home Appliances is more oriented to urban elites. The crowd, Bosch appliances are more oriented to the family harmony, harmony and enjoy the family's healthy life and such a group of people, and Gaggener is a high-end, luxury brand, so its positioning is certainly higher, the pursuit of more extreme life experience.
'These three brands complement each other, support each other, and are able to better balance and meet the needs of different consumer groups in the Chinese market. 'Gerke stressed that for such a combination brand operation, Boshi household appliances will be long-term in the Chinese market. use.