On June 4, the Japanese home appliance brand SURE held its branding conference in China in Guangzhou. Prior to this, the reporter asked the major search engines in the country that no brand-related news information was found when searching for the 'Ishizaki Motor Manufacturing'. Also appearing is the online sales of industrial electric heating products such as hot air guns. This time SURE entered the Chinese market as a Japanese style small home appliance product. There are nearly 90 years of history.
Tool products started with the Japan Life Appliance brand
According to the reporter, the SURE brand was established in Ishizaki Electric Manufacturing Co., Ltd. It was established in July 1928 in Taito-ku, Tokyo. It was officially established in July 1944. It has been counted for nearly 90 years. SURE was founded in Japan. The only companies in the country that have a variety of expertise in electric heating products have experienced such events as the Japanese bubble economy and the Second World War. They have continued to develop steadily so far. According to SURE, this is mainly due to the fact that 'The company's own solid foundation and strong strength'.
In the early days of its establishment, Ishizaki Electric Manufacturing Co., Ltd. mainly focused on electric products for industrial use, including electric irons, solder pots, and hot air guns. Along with the changes in market demand and the expansion of the company's size, it began to increase the number of industrial products. Home appliances with electric products manufacturing and sales.
SURE has a registered capital of 71.5 million yen and is headquartered in Taito District, Tokyo. It is now a vice president unit of the Japan Electric Heat Association. It is well-known among Japanese household appliances brands. Its company has a Saitama Prefecture office and Osaka City Office. Offices in Gunma Prefecture; Ningbo and Zhongshan Offices in China; and a branch office in the Philippines in 2014. According to Cao Xiang, SURE China Brand Director, SURE Japan's main business is its own brand 'SURE' electric heating products. And the manufacturing and sales of industrial electric heating products, the OEM business of related home appliances and tools products, and the agency business as a third party for production management and quality management. The products are mainly divided into two major categories: 1. Home appliance categories, with Household steam-type irons, steam brushes, silent induction cookers, breadmakers and LED lights, etc. 2. Tooling products, sealing machines, vacuum packaging machines, electric irons, hot air guns, insect killers, etc. .
Entering China: Positioning the High-End Segment Markets
The President of Japan SURE Co., Ltd. Ishizaki Bozhang stated: 'China is the world's largest producer and consumer of home appliances. It has broad market prospects and a business environment that embraces innovation. This is very important for SURE. SURE is eager to serve Chinese consumers. Bring convenience, home appliances, and make life more artistic.
According to AVC's total data, total household appliances in 2017 totaled 79.4 billion yuan, an increase of 14.3% year-on-year. From 2012 to 2017, the average annual retail sales in China's kitchen power market increased by 13.5%. This year, it is expected to exceed the 100 billion mark. It can be seen that the development potential of the kitchen and electric industry is still promising, but the actual kitchen and electric brands, especially the large-scale kitchen and electric brands, have already taken shape. Recognizing the status quo in the Chinese market is what SURE wants to do. The first step, According to the reporter, SURE's partner team in China is mostly from the United States, Haier, Supor, etc. have a sudden advantage in the domestic kitchen and television industry.
In the category of products, the SURE project is divided into two areas: household appliances and kitchen appliances. The kitchen appliance industry will focus on hot products such as wall-breakers, etc. The home appliances sector will be like dustless cleaners, sweeping robots. Dust-free electric irons and other products. ' Cao Xiang said that based on the analysis of the status quo of the domestic market, SURE earlier product layout more in the sub-categories of small kitchen appliances category, 'With the current consumer trends in China, market segments are In terms of room for growth, new brands entering the Chinese market require a certain amount of time for brand development. Therefore, we prefer to work steadily in subdivided categories, and do a good job of the product. After having a certain brand awareness, we can then expand the product category according to the actual market demand. Products. ' In addition, Cao Xiang also said that in contrast to the domestic market positioning of kitchen electric brands in the face of mass consumer groups, SURE's market positioning is in the mid to high-end market crowds. 'When consumers' incomes are getting higher and higher, they will reach certain levels. After the consumption level, it will be more inclined to consider foreign high-end brands'.
In the market layout, SURE will shorten the time cycle of the entire brand in China through online channels. 'SURE is ready to build the brand in two years, and when it accumulates to a certain market share two years later, it will consider offline layout.' Cao Xiang Disclosure. On the layout of online channels, in addition to e-commerce platforms such as JD.com and Tmall, we will also promote marketing on Xiao Hong Shu, NetEase Koala and other emerging e-commerce platforms; as for offline channels, we will choose high-end boutique retail services. Stores, rather than traditional home appliances channels such as Gome Suning Wal-Mart.
'SURE's goal is to achieve the top three of domestic foreign brands within five years in the selected category.' Cao Xiang He said at the same time, he also stressed that SURE will directly compete with brands with common consumer groups and relatively competitive advantages, such as Panasonic, Philips and other major foreign brands, based on the advantages of product differentiation, and the goals for the next five years. We are very confident '!