On April 18th, Shark, the first brand of vacuum cleaner in the United States, held a brand conference in Shanghai and announced its formal entry into the Chinese market.
In the face of the ever-growing Chinese vacuum cleaner market, Dyson, Panasonic, LG and other international brands and local brands such as Lake, Midea and Puppy have all stepped up their efforts in the layout. The entire vacuum cleaner market has seen a hundred schools of thought contending, and the pattern of lords competing for hegemony has come. Shark's arrival , May make China vacuum cleaner market brand pattern presents another scene.
U.S. vacuum cleaner leader layout China market
The headquarters is located in Shark, Boston, USA. Since its establishment in 1998, it has launched Original Steam Mop, Rotator vacuum cleaner series, and currently owns the S series with dual-brush head cleaners, the exclusive vacuum cleaner A series, innovative product steam mops, and intelligent floor cleaning. Robotic and other home-tech clean product lines. From 2010 to 2017, Shark's compound annual growth rate reached 15%.
In the United States, Shark is a well-known vacuum cleaner brand and has been the market leader in sales for many years. According to data provided by Shark, from 2007 to date, Shark vacuum cleaners sold nearly 40 million units, equivalent to an average of 2-3 American households. There is a family using Shark products.
Mark Barrocas, President of Shark USA, said that in the United States, Shark is deeply loved by consumers and has received five-star reviews many times in a row. Shark's rave reviews in the United States are due to its focus on user-centeredness, listening to consumer needs and giving feedback. In research and development, focus on creating a more user-friendly experience for users.
Mark Barrocas, President, Shark USA
'For Shark, each user is different and they have different definitions and requirements for cleaning. We will fully understand the different needs of different consumers to provide better, more convenient and clean technology solutions. ' He said In the future, Shark hopes that global users can have a product that can adapt to their own usage habits, instead of trying their best to adapt themselves to a new product.
China is the world’s largest household appliance consumer market. With the increase of residents’ income levels and consumers’ increasing attention to quality of life, the market size of vacuum cleaners in China has been steadily increasing. China Yikang data shows that the vacuum cleaner market scale in China is 1794 in 2017. Million units, a year-on-year increase of 25.8%, retail sales of 14.99 billion yuan, a year-on-year increase of 42%, high-end product growth is significant.
According to the sales manager of Shark China, vacuum cleaners are one of the few Taurus industries in China. In 2018, the sales volume of vacuum cleaners in China is expected to reach 26 million units, and the sales volume is expected to reach 19.1 billion yuan, compared to the previous year. It will increase substantially. However, from the perspective of holdings, the number of vacuum cleaners in Chinese households is only 20%, which is far less than that of American households (120%) and Japanese households (146%). 80% of Chinese families intend to purchase vacuum cleaners. With the promotion of consumption upgrades, the unit price of vacuum cleaners is also increasing. The vacuum cleaner market, especially in the 3,000-5,000 yuan price segment, is growing.
Shark is ready to attack the high-end market
While sitting in the top spot of the US vacuum cleaner market, Shark also turned his sights to overseas markets.
Mark Barrocas stated that since 2014, Shark has started to lay out the international market and successively entered markets such as the United Kingdom, Japan, and Australia. In the UK, the world-famous vacuum cleaner brand Dyson, Shark has become the fastest growing vacuum cleaner brand.
For the Chinese market, Shark is not out of nowhere, but has been quietly laying out for two years. According to Mark Barrocas, in 2016, Shark set up a Chinese R&D center and testing center in Suzhou and sent R&D elites from the United States. The local team worked together on consumer surveys and R&D. Prepared to enter the Chinese market in advance. It took 2 years for Shark to visit typical cities representing different regions of southeast China and northwest China including Beijing, Shanghai, Shenzhen, Chengdu and Hangzhou. Hundreds of families in the home have a deep understanding of the home environment of different cultures in different regions and consumers' buying habits in the form of household trials, and listen to users' feedback on new products through group visits.
In this press conference, Shark launched a flagship product for the Chinese market, the double-screw vacuum cleaner S9. The head of sales for Shark China stated that this is a new vacuum cleaner product developed for Chinese families to upgrade according to Chinese consumption. The user's habits and needs: Shark double brush head vacuum cleaner S9 is equipped with an upgraded version of the dual brush head DuoClean2.0 technology, larger wheels, larger openings and unique side suction dust design, to help Chinese users achieve 'double Clean, breathe in the 'clean' experience; MultiFLEX 'fold arm' golden ratio, more suitable for Chinese users ergonomic design, so that no need to bend down the bottom of the table and chair. S9 also has a series of user-friendly features and design, such as use of high efficiency HEPA filter can intercept particles as small as 0.3 micron dust, four-fold filtration, remove fresh air and avoid secondary air pollution. For more and more allergic people in China, it will be upgraded to standard, deep three-dimensional cleaning. Bedroom and living room, bid farewell to allergens. Dual batteries can be replaced for permanent perpetual life; Soft rubber bumpers to prevent bruising of furniture; The main suction head LED lighting, can be seen under the bed Clearly.
Shark double head vacuum cleaner S9
'I believe that Chinese consumers will find more surprises in the process of use,' said the person in charge. In 2018, Shark planned to fully enter China's high-end vacuum cleaners through strategic channels such as Tmall, Jingdong, Sam, Suning and Gome. Market, at the same time accelerate the distribution of boutique department stores in China's first-tier and second-tier cities, enhance brand awareness and reputation in the Chinese market by deepening user interaction and deepening brand experiences.
'Shark hopes to bring a new international quality choice for Chinese consumers, a more convenient and hassle-free experience, a practical technology solution that is more suitable for Chinese consumers' home cleaning needs,' said Mark Barrocas.