Under the current trend of consumer upgrades, consumers’ pursuit of high quality has become a new trend in the kitchen appliance market. Recently, when the chairman and president of kitchen and electric appliance company Fang Tai accepted an interview with People’s Daily, they pointed out that kitchen and electric companies only have good products. It is not enough for consumers to get real happiness. Enterprises must not only provide unparalleled high-quality products and services, create a healthy and environmentally-friendly lifestyle, but also make hundreds of millions of families enjoy a better life.
'The consumer's pursuit of a better life will not slow down.' Based on this judgment, Mao Zhongqun made the word 'happiness' a high-frequency word for the company's 2018 annual conference. At the press conference held on June 20th, Fangtai not only released the latest smart kitchen and electric products, but also launched a highly-regarded cultural product - 'family well-being concept', demonstrating the company's development ideas of driving product innovation through cultural innovation.
The kitchen electric market is developing rapidly. Product innovation is the driving force
'Because of the industrial transformation, the promotion of consumption upgrades and the explosive growth of emerging categories, the kitchen power market has grown at a much higher level than the entire home appliance industry. 'The 2018 China steamer (electric steamer) was held on May 31st. On the industry summit forum, Jiang Feng, chairman of the China Household Electrical Appliances Association, pointed out that 'the emerging kitchen and electric appliances represented by dishwashers and steam ovens are gaining strength.'
Smart, healthy, high-end, quality, etc. have gradually become mainstream trends leading to consumer spending. This has led to the rapid expansion of the kitchen appliance market in recent years. In 2018, the overall kitchen and appliance industry entered a growth shift period, but the trend of technological innovation remains strong. Products become the focus of many kitchen electric power companies.
As the first Chinese kitchen power company with sales revenue exceeding RMB 10 billion, Fangtai’s innovative results at the technology and product level have attracted much attention. According to China Yikang data, Fangtaifang Rubik's Cube hood has been a top seller for 5 consecutive years since it was launched in 2013. The model is number one. This year, the whole new generation of smart wind cubes launched by Fang Fang was heavily promoted, and the performance of fume suction and exhaust was further improved. The user experience was further enhanced to enhance the convenience and pleasure of product use.
Before the press conference, Mao Zhongqun said in an interview with the People's Daily reporter that the kitchen and electric companies only have good products and they are not enough to enable consumers to obtain real happiness. They must go beyond product features and rise to the feeling of emotional value not only to provide Incomparable high-quality products and services create a healthy and environmentally-friendly lifestyle, but it also requires hundreds of millions of families to enjoy a better life.
Prior to this, Mao Zhongqun used “source of innovation is benevolence” and “principle of innovation is degree” to interpret Fang Tai’s “innovation concept.” At this year’s press conference, he once again proposed the concept of “the goal of innovation is happiness”. On the basis of product innovation, it has enhanced people's understanding of the level of cultural innovation in this kitchen appliance company.
Learning from traditional cultural wisdom Fang Tai proposes 'family happiness'
According to the "2017 China High-end Consumer Electronics Consumer Survey Report" issued by the Red Top Award organizing committee, for high-end home appliance consumers, improving the quality of life and upgrading needs is the main purpose of purchasing high-end home appliances, of which 69.9% of the population are In order to improve the quality of life, the emphasis on quality of life reflects the general need for people to pursue a happy life.
At the press conference on June 20, Fangtai first proposed happiness as an innovation goal, and drew wisdom from traditional culture, and launched a highly-regarded cultural product, the “family happiness concept.” At the conference, Mao Zhongqun took a turn for the better. Ten thousand Chinese families issued a 'happiness initiative', hoping that all of us can start with love as a starting point, and be satisfied with food and clothing, be physically and mentally healthy, and get along well with each other.
Ge Fengliang, deputy dean of the China Household Electrical Appliances Research Institute, believes that the emphasis on the well-being of kitchen appliances and the economy of the company's happiness will bring a huge opportunity for the kitchen electric industry as a whole to enter the gear-shifting period.
The author of “The Economics of Happiness”, Nan Zhi University’s doctoral supervisor Ni Zhiliang, believes that the development of responsible evergreen companies will ultimately answer the question of how society will be happy. In the past, some companies mistakenly “maximized utility”. 'Purely practicing for income maximization, health, affection, social contribution and other 'priceless' are seriously ignored. In fact, it is precisely these priceless 'non-commodities' that determine the quality and significance of corporate life.
'Take the excellent traditional culture of China as the company's gene, Fang Taijiang's cultural strategy is implemented at all levels of the company's development.' Mao Zhongqun told reporters that by learning from the wisdom of excellent traditional culture, Fang Tai not only achieved high-efficiency management through culture, but also guided The company's innovation and development are more in line with the trend of cultural self-confidence. With cultural identity, consumers' recognition of brands and products is enhanced.