In recent years, under the rise and impact of Chinese home appliance brands, in the fierce competition of China's home appliance market, some foreign brands have even begun to gradually withdraw from the Chinese market, and some foreign-owned home appliance brands have seized the trend of the trend, such as over the years. Deeply cultivated in the Chinese market, Bossi home appliances with the image of Bosch home appliances and high-end home appliance brands of Siemens home appliances. Bosi appliances seize the trend of people's pursuit of 'quality life' and the trend of consumption upgrade, through continuous innovation and quality Product service, performance in China continues to climb.
'High-end home appliances' brand image helps boost consumption
Bosch Home Appliances, which entered the Chinese market in 1994, has established a home appliance empire in China step by step from production, sales and management. At present, Bosi Home Appliances has invested in five subsidiaries in China, which are located in Zhangzhou, Wuxi and Nanjing. The three production bases have a global R&D center and the Asia Pacific Data Exchange Center. Its home appliances cover a wide range of products including refrigerators, washing machines, clothes dryers, dishwashers, kitchen appliances, and small appliances.
With the strengthening of the consumption structure, the national disposable income has increased, the middle class and young consumer forces have begun to rise and expand, and the demand for quality life has increased day by day. Accordingly, the consumption upgrade of the home appliance industry has begun to accelerate. Under the hood, the market scale of traditional household appliances such as refrigerators, washing machines, range hoods, gas stoves and other categories continues to expand, and emerging household appliances such as dryers, dishwashers, steamers and other categories have also developed rapidly with the popularity of the market. The household appliance consumer market has entered a new era, high-end, quality, and healthy consumption have become the mainstream trend leading the consumption of the home appliance industry.
With 25 years of development in the Chinese market, Bosi Home Appliances has won the love of hundreds of millions of Chinese consumers with its international innovative design, global uniform production testing standards and high-quality products. Published by the Red Top Award Organizing Committee In the 2016-2017 Consumer Survey Report on High-end Home Appliances, Siemens Brands, a brand of Bosch Home Appliances, is ranked as the preferred brand of high-end refrigerators, washing machines, dishwashers, and ovens by consumers. The representative enterprises of high-end home appliances have already been deeply rooted in the hearts of the people, which makes them occupy an advantage in the wave of consumption upgrades. We can get a glimpse of the relevant performance data in the Chinese market.
According to the data of Aowei Cloud Network, as of the end of November 2017, the offline market size of refrigerators reached 65.55 billion yuan, down 4.1% year-on-year. However, in the overall downturn of the refrigerator market environment, the sales of Bosch home appliance refrigerators were against the trend. In the above, turnover increased by 20%, which is four times the growth rate of the industry.
In March 2018, Bosi Home Appliances Group released its 2017 financial report. In fiscal 2017, Bossi's global sales reached 13.8 billion euros, up 5.8% from the previous year (up 3.5% in 2016), far exceeding 2% of global households. The average growth rate of the electrical appliance market has recorded a record of sales revenue for eight consecutive years. Among them, the performance of Greater China is particularly prominent. The successful implementation of strategies such as localization and intelligence has helped Bosch Home Appliances Group achieve 14.1% revenue growth.
In this year's 618 National Shopping Carnival, the overall sales performance of Bosi Home Appliances is equally bright. Compared with the same period of last year, online growth of 41%, offline growth of 19%, sales in its dryers and dishwasher products category It is also a very successful achievement, with sales growth of about 90% and 55% respectively.
Jiang Feng, Chairman of China Household Electrical Appliances Association, evaluated Bosch Home Appliances. 'As one of the first foreign-invested home appliance companies to enter the Chinese market, Bosi Home Appliances is also one of the most successful foreign-owned home appliance companies.'
For Bosi Home Appliances, the Chinese market is still promising. The chairman and president of Boxi Household Appliances Investment (China) Co., Ltd. Geerke said that the Chinese market's prospects for the entire home appliance industry will be very good in the future. The opportunity is still very big. '
Practicing localization strategy, increasing investment in the Chinese market
Since entering the Chinese market, Bosi Home Appliances has successively built three production bases in Nanjing, Wuxi and Zhangzhou. Because of its optimistic view on the Chinese market, Bosi Appliances has continued to increase its investment in China, and has continuously expanded its R&D investment and production scale in China.
In November 2015, Bosi Home Appliances invested 700 million yuan to invest in the construction of a dishwasher factory in Bosi (Chuzhou) Home Appliances Industrial Park with a designed capacity of 2 million units/year and a production capacity of 600,000 units/year. Committed to investing 1.5 billion yuan in the '13th Five-Year Plan period, the Luzhou Household Appliance Industrial Park will become one of the world's leading production bases for Bosch Home Appliances.
On June 1, 2017, Bosi Home Appliances held the second phase of the relocation project of Bo Xihua Household Appliances Co., Ltd. and the refrigerator factory in Wuzhou, Anhui Province. The future will have an annual productivity of 2.4 million units.
On March 27, 2018, Bosi Home Appliances signed a new letter of intent for cooperation with the People's Government of Chenzhou City. In the future, it will invest 1.69 billion yuan for the construction of dryers and washing machine factories in Bosi (Chuzhou) Home Appliances Industrial Park and Bosi. (Zhangzhou) Home Appliance Industry Park's intelligent manufacturing level has improved. The new dryer factory and washing machine factory design capacity is 1.2 million units / year, is expected to be completed in 2020.
On March 28, 2018, Bosi Home Appliances held a dishwasher factory commissioning ceremony to realize the localized production of the dishwasher. As originally promised, the total investment of the plant is 700 million yuan and the designed production capacity is 2 million. Taiwan, the first phase of production capacity is 600,000 units / year.
On the same day of March 28, 2018, Bosi Home Appliances officially laid the foundation for another investment project in the Luzhou Household Appliance Industrial Park, which has a total investment of 600 million yuan. It is scheduled to be put into production in 2020. The initial production capacity is 1 million units, and will have an annual production capacity of 2 million units in the future.
The increase in investment is reflected in the products. We have seen the home appliances that are more suitable for the needs of Chinese consumers and have the unique charm of the Bosi home appliance brand. For example, the Chinese dishwasher introduced by Bosch Home Appliances has transformed the washing basket and customized. A series of washing and cleaning procedures to make the dishes that are not easy to clean such as fish dishes bright and clean; for example, in the menu design of the oven products, the menu is divided into Chinese and Western modes, so that consumers can select the relevant mode according to their own preferences.
In addition, following the pace of Internet e-commerce and new retail development in the Chinese market, Bosi Home Appliances has been actively deploying the O2O business model. In 2012, the official flagship store of Siemens Home Appliances entered the Tmall Mall to open online and offline channels; in 2017, Bo West Appliances, together with Tmall, Suning, Jingdong, Gome, and other online and offline retail cooperation platforms and dealer partners, built a retail cooperation network to fully explore the possibility of O2O new retail; in 2018, the official flagship store of Siemens home appliances brand Jingdong Mall officially launched, users can directly book installation services after ordering in Jingdong, and provide services for customers.
Bosi Home Appliances said that in the future, it will continue to provide Chinese consumers with a higher quality home life experience, leading the sustainable development of China's home appliance industry.
As an active promoter and important participant in China's home appliance industry, Chairman Jiang Feng gave Bosi Home Appliances a high degree of certainty. She believes that Bosi Home Appliances will surely make a difference in China's vast market. I hope that the future of Bosch Home Appliances will be like Jiang Feng. The chairman of the board said, 'Undertaking the opportunities of China's economic development in the new era, and having a bright future in China's vast market, have a better tomorrow.'