Living appliances and kitchen appliances have always carried people's requirements for quality of life. It is about happiness and gain. It is an important part of people's pursuit of a better life. In recent years, the trend of consumption upgrading has strengthened people's quality of life. The demand is increasing day by day; the innovative development of science and technology has also caused consumers to gradually change the frequency of home appliance brands.
With the rise of a new generation of consumer power, the new middle class, represented by the young people, is always in conflict when buying kitchen and bathroom appliances. It is hoped that it is modern enough to represent the trend, and it is eager for its historical sense of wealth and cultural appeal. Under the domestic brand, which can be passed down as a classic and recognized by users, it is rare. But it does not mean nothing. In the wave of consumption upgrade, the national brand Wanjiale, which constantly meets the contradictory needs of people, can always Every time people think about it, they can also pay for emotions and feel the surprises and emotions from their constant innovation and upgrading.
More than one 'first' constantly 'self-updating'
In 1985, Wanjiale opened the first step in the large-scale production of gas appliances, allowing water heaters to enter the millions of Chinese families. This is the first 'first' created by Wanjiale in the water heater industry. Over the past 33 years, Wanjiale has created more Is a 'first'.
In 1988, Wanjiale took the lead in introducing an in-line gas water heater with flameout protection safety device to promote the industry into the era of flameout protection. In 1997, Wanjiale took the lead in launching a strong-discharge gas water heater to promote the gas-fired water heater into the era of strong safety. Entering the 21st century In 2005, Wanjiale launched the first domestic condensing gas water heater; in 2006, the first 'speed heat storage type' electric water heater was launched; in 2009, the first integrated domestic gas central water heating system was launched; , launched the first smart bath gas water heater.
By 2016, Wanjiale launched the X7 home central water heater, and began to interpret the smart, comfortable hot water lifestyle. The general manager of the Wanjiale hot water business unit said that this is a product that Wanjiale has been in for seven years and let the theory fall. The original patented technical system of Oriental Hengxin core independently developed by Wanjiale, including Hot Thermal Ring, Pre Constant Heat Pool, Easy Thermal Door, iCloud Control Cloud and other 51 exclusive patented technologies, solves the need for hot water in the whole house. 'Whether the water is turned off during the bathing process, or the water pressure, the air pressure fluctuates, and the terminal water temperature is always kept constant, so that users can experience the five-star hotel-style bathing experience at home.'
On the basis of X7, Wanjiale has launched X7Pro home central water heater, S6 'no electric washing' electric water heater and other technology products. According to the general manager of the Wanjiale hot water business unit, X7Pro home central hot water is not only hot water is ready to open, constant temperature There is no need to wait for bathing, and the mode can be learned intelligently. It can be remembered once in one setting. It also provides App cloud control on the mobile phone. In addition to X7Pro and S6, the BX7 zero-cool water boiler with Oriental constant heat core system also makes hot water. Experience breakthroughs and upgrades, bringing a double experience of central heating and hot water.
In terms of kitchen appliances, the Mate7 automatic cooking system, which is loved by cooking white, innovatively realizes the intelligent interconnection control of the range hood, gas stove and pot, so that the zero-cooking can also enjoy the delicious food.
On November 28th, 2017, Wanjiale released the 'Le Kitchen' project strategy. 'This strategy is a one-stop whole kitchen package solution that we provide to consumers'. The general manager of Wanjiale Kitchen Electric Business Department told China National Grid. According to him, the program covers all the products in the kitchen: there are electronic products, as well as cabinets, soft-packing, laser products, and even in-process decoration services. 'Our concept is that you give me a rough room Or the old kitchen, I also give you a refined new kitchen. ' It is understood that the project has been in the process of promotion. At present, there are nearly 100 music kitchen experience halls in the country (one-stop whole kitchen shopping center), Wanjiale kitchen electric business department The general manager said, 'The second half of the year will continue to advance, and at the end of this year, we will open 200 to 300 big chef experience stores.'
According to the person in charge of the Wanjiale brand, with the change of people's lifestyle, it has become more and more difficult to catch up with the market's changing speed in the past. Only 'creative seeing is not seen', it is one step ahead of the user. To see the future consumer demand, we can occupy a place in the industry.
One step ahead 'Break the world' Wanjiale's 'brand remodeling'
In the past two years, due to the intensive regulation of real estate, the overall trend of household appliances has been sluggish, and the growth rate has slowed down. However, under the influence of market accumulation and other factors, the overall growth rate of the kitchen and bathroom market has accelerated. According to data from Avi Cloud (AVC), 2017 The kitchen and bathroom market has reached 270 billion yuan, up 7% year-on-year. In the first half of 2018, the kitchen electricity market has turned sharply downwards, from rising to falling. According to Zhongyikang data, the kitchen electricity market in the first five months of 2018 Micro-steamed, washed and embedded machine) market size reached 36.9 billion, an increase of -4.2%. Aowei cloud network data also showed that the first half of 2018 kitchen appliances retail sales of 31.1 billion yuan, down 1.6% year-on-year. According to the general analysis, this is only a short-term decline in industry consumption. In the future, the entire industry will continue to maintain steady growth. The trend of the development of the home appliance industry from the living room economy to the kitchen and bathroom economy is still inevitable. Zhongyikang Times Market Research Co., Ltd. General Manager Peng Wei believes that brand power and channel power will be the key to the future kitchen and bathroom market layout.
Since the proposal of 'deconstructing Huanxin' in 2017, after the separation of home appliance assets from listed companies, Wanjiale has been accelerating the pace of transformation and development. At this year's AWE, it mentioned the keyword 'breaking the world', 'Dare to break the border and carry out Cross-border integration', which is captured by Wanjiale, in the huge market pattern, the company corresponds to the winning strategy. Therefore, Wanjiale proposed to extend the technology with the concept of 'big industry', and connect with brands, industries and ecosystems. At the same time, as the general manager of the Wanjiale Kitchen Electric Business Department said, the future Wanjiale hot water will be based on Youwo Water Life as a carrier, user-centered, to create a high-quality water life, and kitchen appliances will create a kitchen The center of the music kitchen ecosystem.
Of course, Wanjiale, which strives to be younger, can do more than this. In order to enhance the brand influence, Wanjiale began to cooperate with TV big IP to promote and publicize. 'For example, some time ago, we joined hands with Jiangsu Satellite TV’s “One Stop to the End” through scenes and Branding, seeking the duality of program and brand in tone and concept', the general manager of Wanjiale Kitchen Electric Division said. In addition, Wanjiale also cooperates with Vanke, Evergrande, Country Garden and other home improvement giants and real estate giants. Whether it's Le Kitchen, uncooked cooking, brand reshaping, or co-branding IP, working with head channels, etc., are positive and effective responses we have made in the face of a weak market.
In the 33 years, it has become a time, and the constant change is the continuous self-renewal of Wanjiale. The chemical reaction generated by the inclusion of fission-type new genes in the blood of the veterans may prove the 'breaking boundary' of Wanjiale. As the person in charge of the brand of Wanjiale said, 'is bringing new ideas to the entire Chinese manufacturing industry, showing the path of success and highlighting the power of Chinese national brands.'