In 2018, Bosch Thermotechnology, which is 18 years old in the Chinese market, held an 'adult ceremony' for itself. On July 26, Bosch Thermotechnology held a 2018 new product launch conference in Shanghai, releasing 18 new products covering domestic water heaters. Heating stoves, air purifiers, water purifiers and many other categories to celebrate their 18th birthday in the Chinese market.
On the same day, Oskar Zettl, vice president of sales and marketing for Bosch Thermotechnology, and Wang Yunfeng, senior marketing director of Bosch Thermotechnology, once again emphasized the concept of Bosch Thermotechnology's rooted locality and local service, and deepened the Chinese market. , the vision of serving Chinese consumers.
Cai Sikai, Vice President of Sales and Marketing, Bosch Thermotechnology Division, and Wang Yunfeng, Senior Marketing Director of Bosch Thermotechnology, interviewed by the media
Rooted in the local, serving the local
Since entering the Chinese market in 2000, Bosch Thermal Technology has occupied an important place in China's thermal technology market through 18 years of deep cultivation. However, in the eyes of Cai Sikai, the success of Bosch Thermotechnology in the world does not mean success in China. For this reason, Bosch Thermal Technology has created a set of guidelines for 'rooting the local, serving the local'.
It is in this concept that Bosch Thermotechnology's sales in the Chinese market have achieved more than 20 times growth, and the Chinese market is also the fastest growing market for Bosch Thermotechnology in the world.
Cai Sikai, Vice President, Sales and Marketing, Bosch Thermotechnology Division, China
'In fact, it's very simple. We hope to give local consumers the best products for local users, the best solution for them, and the best service for them. 'Cai Sikai explains Bosch Thermotechnology Localized operation concept. In order to achieve such a vision and goal, Bosch Thermal Technology provides insight into the needs of Chinese consumers, develops targeted products, and continuously expands the channel system to make it easier for consumers to find products of Bosch Thermotechnology. .
Wang Yunfeng used user research as a case to give a more specific and more vivid annotation to the localization concept of Bosch Thermotechnology. He said that in order to study the consumption trends of young consumer groups, Bosch Thermotechnology invited consumers to the company. Visit the Shanghai User Experience Center or go into the consumer's home to conduct in-depth interviews to understand consumer needs and pain points. 'We will personally bring in-depth interviews with Bosch's product managers to find out what Chinese young consumers need, and then Bosch Thermal Technology goes to design and produce products that young people like.
Bosch Thermal Technology New Generation Therm 6800 F Gas Water Heater
In fact, Bosch Thermotechnology's concept of 'rooting the local, serving the local' is deeply reflected in the products released this time: The new generation Therm 6800 F gas water heater, in addition to the beautiful design and simple and convenient human-computer interaction experience In addition, it can also achieve precise constant temperature control, and adopts multiple safety protection measures such as CO concentration detection, water temperature overheat protection function, incomplete combustion protection, etc.; its household water storage type electric water heater has Wi-Fi intelligent interconnection, intelligent Housekeeper, 120-second instant heat technology, 5 times water capacity increase, residual water display, magnesium rod replacement reminder, full concealed installation and many other functions to meet different needs of consumers; Bosch thermal technology 'six sense four-dimensional' RO water purifier It is a sincerity designed specifically for the water quality of China and designed to meet the unique water use habits of Chinese users.
Bosch Thermal Technology's new generation 'six sense four-dimensional' RO water purification products
It is worth mentioning that this Bosch thermal technology has very rarely launched a red gift version of Therm 6800 F gas water heater, as a limited edition product to celebrate the 18th anniversary of Bosch Thermal Technology entering China.
'For some small brands, it's easy to add a new color to the product, but for Bosch Thermotechnology, adding a new color is a responsible process, and the new color is introduced to suit the young people's liking. The willingness to color decoration. 'Wang Yunfeng said that red is only the first one, and there will be more color products in line with the market demand.
Cai Sikai said that Bosch Thermotechnology adheres to the localization concept, that is, in any aspect, from the first hearing of its products to the final after-sales maintenance, it can best suit the Chinese people's habits. 'Products provided by Bosch Thermotechnology The quality is very good, but it does not mean that we only provide the best and most expensive products, but we want to provide consumers with excellent products and solutions, and provide some very cost-effective products,' he stressed.
Bosch Thermotechnology's 'Chinese Dream'
At this stage, the water heater is a key business of Bosch Thermal Technology in the home field. In this new product release process, water heater products occupy a considerable proportion of space.
Evandro Amorim, international product director for Bosch Thermotechnology Asia Pacific, said that Bosch is one of the first companies in the world to produce water heaters. Bosch Thermotechnology is now a leader in the water heater market in more than 20 countries. Also have the same goal.
However, as the regulation of the real estate market in China's first- and second-tier cities continues to increase, the new demand for the water heater market as a downstream industry has been curbed to a certain extent, resulting in a slowdown in the growth rate of the water heater market. The total data of the Omni Cloud Network has been shown in the first half of this year. China's water heater market retail sales scale of 38.8 billion yuan, an increase of 3.3% over the same period last year. For Bosch thermal technology, which is increasing its investment in water heaters and has a majestic goal in China's water heater market, the current year seems to be somewhat unsatisfactory.
However, Cai Sikai has a different view. In his view, China's water heater market is very large, and it is indeed a very mature market, but Bosch Thermotechnology still makes a big investment in this area, the reason is very simple, Chinese consumption Still need companies like Bosch Thermotechnology to introduce water heater products.
'We are very optimistic about this market, we also attach great importance to the Chinese market, we are not afraid that a market is mature. Hot water products, hot water technology is the strength of Bosch, we have hundreds of years of accumulated experience in this area. Maybe you will think A water heater product is a very simple product, not a high-tech. But we can look at the details, we will find that there is still a lot to be improved. So not afraid that the market is mature, after all, consumers always need comfortable hot water solutions. We I think there is still a lot of room waiting for us to open up. ' Cai Sikai said.
Wang Yunfeng said that the business selected by Bosch Thermotechnology is in line with Bosch's culture. It is a product that requires reliability, durability and continuity. It is not a fast-forward and fast-moving business. Bosch Thermotechnology has a long-term investment and patience. The Chinese market has long-term operations.
At the press conference, as a 'China Tong' who worked in China and lived for more than ten years, Cai Sikai made a speech titled "Langtaosha Bosch Heat for 18 Years", which has both Bosch Thermodynamic Technology. The summary of 18 years in China also clarifies that Bosch Thermotechnology will continue to make persistent efforts in the Chinese market, and continue to write brilliant determination and courage. The word 曰: 'Huaxia Zhengqingtian, Guangsha Wanqian. Bosch heat is here, now is eighteen Years, hand in tears. Shencheng Dragon Ball title, and also hold the text, science and technology rejuvenate the shoulders, the heat does not change the words, poetry for a new article.