'The trees are planted in thousands of feet and they are rooted in their roots; waterways are thousands of miles away, and their origins have been traced back to the past. In the past, China's good things were exported to foreign countries, and domestic products left behind were unsatisfactory; now, the world is serving the Chinese people. Our Good products can also be enjoyed by more Chinese consumers. 'This is the observation of the changes in social consumption in China by the chairman of Arda Electrical Appliances Co., Ltd. Hu Zhonghuai. Let many companies, such as Hu Zhonghuai who have worked for foreign brands, start to create their own brand.
Anderson Electric Chairman Hu Zhonghuai
Dreaming for the dream
In 2003, Hu Zhonghuai, who returned from abroad, started his own business trip for a dream of 'becoming an entrepreneur'. 'When I think about it back, I think 15 years will be like day and day, and we will go from nothing to today’s little success, and then As the long-term goal advances, the gutters in the process will pass like this. There is a lot of 'don't know the true colors of the mountains, but only in this mountain' feelings. ' Hu Zhonghua exclaimed.
At the beginning of the venture, Hu Zhonghuai chose to build a foreign kitchen appliance brand. For him, this process is both a process of accumulating experience and learning technology, and at the same time, it is also necessary for the establishment of independent brands to carry out initial capital accumulation. There is only one outline in the mind. It looks like a flowery sky garden. However, I don't know how to climb it. So we chose to start with the OEM.'
Hu Zhonghuai is picky about selecting OEM brands. 'We need good partners because they have higher requirements for craftsmanship, technology, and quality. We can set a high starting point for us. Nowadays, we have a global presence. Dozens of partners have been established, one of which is exclusively for the British royal family to provide kitchen equipment output. Andre has been fortunate to be their only partner in Asia. This OEM experience has enabled us to have a mature industry accumulation. Technology, standards or the maturity of the process system. '
Around 2011, some domestic well-known kitchen electricity manufacturers valued the quality of Ander's foundry and hoped to establish cooperation with them. Hu Zhonghuai who was busy doing 'learning in middle school' was shocked by the domestic kitchen electricity consumer market. 'When I was watching young people around me, Discovering that the Western-style lifestyle has been deeply imprinted on them, the integration of Chinese and Western lifestyles is becoming more and more popular. Andre has returned to China and the opportunity to create its own brand has matured.
There are benefits from “doing a wedding dress for others” to exploring the market for yourself, but it is more difficult. “Individual brand management is like a second venture, business management, product positioning, marketing philosophy, channel logistics, after-sales service, Constantly exploring and revising. For example, at the beginning, we had no domestic channels, and our products were good, but we could not reach consumers. 'In the beginning stage of self-owned brands, Hu Zhonghua often tossed repeatedly during rest and doubted whether his decision was correct; but as soon as it dawned, He also went to the “death” channel provider with great vigor, and let the products into the hands of terminal distributors such as KA channels and building materials markets. At the same time, Ander also started to distribute direct-brand stores, and in the past few years in Zhejiang, Shanghai and Qingdao. Nantong, Changzhou, Guangzhou, Shenzhen, Zhongshan, Hefei, Zhengzhou, Shijiazhuang and other places have created more than 50 brand flagship stores. 'Before, our flagship stores were mainly concentrated in the more developed coastal areas, followed by Wuhan and Chengdu. Rapidly rising cities such as Chongqing and Xi'an must also accelerate coverage.
Hu Zhonghuai used the word "pain" to summarize the experience of independent brands over the past few years. 'With the consumer's understanding of the brand's knowledge, the future will be easy.'
As in the case of OEM, Andre implemented the thinking of “cherishing feathers”, such as treating the attitude of e-commerce. “We are very optimistic about the development of e-commerce market. No country in the world has the same ownership as China. The online crowd is so widely covered. However, at present, Andre has not yet entered the field quickly, for no reason – online can indeed bring a wide coverage of the population, but kitchen appliances pay great attention to the installation and service experience if the service is not The inconvenience caused by consumers is in violation of the brand concept of “self-cooking” by Ander Kitchen. Therefore, we need to fully improve our after-sales service system so that we can confidently and boldly explore e-commerce channels. ' With flagship stores As more and more cities have landed in the service radius, Ender is also trying to push forward the e-commerce business, 'focusing on the offline experience, focusing on information flow online, and combining the two.' Hu Zhonghuai believes that before placing orders with consumers, It is necessary to experience the products. In the flagship store of Ander Kitchen Power, many people will take the family, the children to experience the operation on site, and taste the finished food. 'From this point of view, We are still relatively conservative. I always think that branding is a lifelong thing, and you don’t have to worry about it for good.”
American kitchen art
'Happy Cooking, Beautiful Kitchen Art' is the meaning of the Ande brand in the definition of Hu Zhonghuai. 'We need to maintain the tonality of the mid-to-high end. On this basis, we convey to the user a new life concept such as health, happiness and free hands. '
'For the 80, 90 consumer groups, their pursuit of more personalized, willing to pay for non-functional attributes such as quality, craftsmanship, convenience, communication, etc. And Andre focused on the overall embedded kitchen just to meet their needs. The Chinese kitchen has only a few square meters of space. The housewife is silently working. It is boring. The younger generation prefers not to cook and does not want to continue this kind of boring. The whole, open kitchen, breaks the space limit and allows the family to exchange food while cooking. At the same time, the ever-increasing intelligence has made sharing a lot easier. There are many people who cook for cooking.
In cooperation with the Italian sports car design company, Andre has developed a concept range hood, 'through the screen, the user can accept video voice, browse recipes, and communicate with people connected at the other end. Before the domestic decoration have to do ceiling, you can The hood of the hood is covered, and now the house starts to use open design. Our upgrade can cover the flue, enhance interaction, and entertainment. It is an attempt for future technology.
In addition to the bold design of the conceptual design, Ender's kitchen appliances include hoods, gas stoves, ovens, steamers, dishwashers, induction cookers, coffee makers, dishwashers, built-in refrigerators, wine coolers, etc. 'Many people do not understand that In the steamer, oven, dishwasher, etc., Ander is an early force in the country's enterprises, such as the standard oven, steamer, non-regional electromagnetic stove standards, are hosted by Ande In the field of embedded kitchen appliances, Ander was an early pioneer.
Ender has always invested in technology, 'For example, in the oven field, we have a patented carbon cleaning technology. Because baked foods are easy to form a film in the cavity, cleaning inconvenience. And our oven can be cleaned up to 450 The high temperature in degrees Celsius will carbonize the oil and clean it with a clean cloth. The ovens of most brands are stainless steel tanks, and we use ceramic liners and baking trays to make the baked foods delicious. Adhesion. '
'There are also new non-regional electromagnetic stoves, combined with hand-touch control, precise temperature control, and can cook multiple dishes at the same time. Both in value and functionality, are greatly superior to traditional electromagnetic stoves.'
These products and Ander's steaming and baking machine, smoke stove products, coffee machines, and dishwashers form the basic components of the whole kitchen.
'Andre has cooperated with many real estate developers. Their designers are very fond of our products. With the development of the economy, more and more families will choose the whole kitchen, regardless of the overall beauty of the home environment, or the product In terms of the functionality provided, this is the general trend of social evolution. 'Hu Zhonghuai mentioned that in Alibaba, Hangzhou, the company purchased a large number of Ander steaming machines for its employees, replacing the previous induction cookers. 'When everyone Understanding the superiority of high-end products will no longer make it difficult to adapt to the original products.
Hu Zhonghuai thinks that the kitchen appliance in Ante is still far from successful. “The road ahead is long, but we still have time to polish products and channels. Next, we have to do is to strengthen the user experience and let more people feel the end The advantages of kitchen power, while providing competitive products at different stages. I don’t want my brand to be aggressive in order to expand the body. I also hope to impress consumers through quality experiences and services, and let them become repeat customers. German health, happy new 'boiled righteousness' become their spontaneous choice. Give us another five years, you will see a rising star in the kitchen professional field, named 'Arda Ande'!'