In the field of home appliances, the Chinese market has always been a 'hard bone' for foreign brands. It is not only attractive business opportunities, but also fierce competition from local brands. The discount includes both Japanese and Korean brands with water and clothing, as well as European and American brands such as Whirlpool and Electrolux in Zengyi. Among the foreign companies that are fascinated by the public, Bosi Home Appliances is one of the few special cases that have been widely recognized in the Chinese market. .
Today, in the global regional statistics of Bossi, the Greater China sector (including mainland China, Hong Kong and Taiwan) has already separated from the original Asia-Pacific sector, and is self-contained, building with non-emerging markets in Europe, North America, Asia Pacific, and the Middle East. Chengbo West Appliance Group's global production and sales system. In 2017, Bosi Home Appliances Group achieved revenue of 13.8 billion euros, a year-on-year increase of 5.8%, far exceeding the average growth rate of the global home appliance market by 2%. In localized research and development and intelligent strategy blessing Under the Bosch Home Appliances Greater China revenue increased by 14.1% year-on-year, after deducting the exchange rate, the actual growth rate reached 18.4%. Bo Xi Home Appliances Board Chairman and CEO Dr. Ou Tengbo said that by 2025, Bosi Appliances is expected to achieve the camp. Receiving 20 billion euros; and in the strategic map of the group, China will become the world's largest market for Bosch home appliances.
Rooting on Chinese soil
Compared with other foreign-owned home appliance brands, Bosi Home Appliances has a group of loyal fans in China. Ms. Cai described her in her eyes as 'Boxi Produce': 'I mentioned the higher-end home appliance brand, my first impression emerged. It is Siemens home appliances. First of all, the refrigerators and washing machines in my home are all Siemens home appliances brands. Secondly, the friends around me use them quite a lot. I am a person who is more picky about the details, and the products of Siemens home appliances are perfect. Take my zero-temperature fresh-keeping refrigerator. For example, the splicing from the glass panel to the door seal to the inner drawer is very comfortable and comfortable. When shopping, we have seen other brands, but the comfort of this detail is not as good as that of Siemens. Everyday we need to save Baby's complementary food, there will also be some salmon, sashimi and other ingredients that require high preservation. It can be placed in the zero-degree fresh drawer for 1-3 days. It is still very fresh. Recently, I have 'grased' the dryer, consider To dry the children's clothing, probably consider Siemens appliances.'
Outstanding quality, comfortable details, atmospheric appearance and solid and unpretentious technology are the broad impressions of the Siemens brand of Bosch Home Appliances and Bosch Home Appliances. In fact, in terms of precision manufacturing, some domestic high-end brands There is still room for aligning with Bosch home appliances.
In recent years, in addition to the traditional ice washing business, Bosi Home Appliances has further strengthened its expansion in kitchen appliances and small appliances, and has expanded its new line of dishwashers, steam ovens, chefs and vacuum cleaners in the Chinese market.
At the beginning of 2018, the Bozhou dishwasher factory project with an annual output of 600,000 dishwashers was officially completed. Mr. Zhou Xiaotian, vice president and chief operating officer of Bosi Home Appliances, told China National Grid that the plant was highly automated and improved. Production efficiency and saving human resources. With the accelerated popularity of dishwashers in China, Bosi appliances have foreseen a vast blue ocean. The products provided by the Cangzhou factory are new products that conform to the Chinese local habits, 'for example, our washing The bowl covers 6-13 sets of full-capacity sections, as well as stand-alone, embedded types, suitable for different needs of the kitchen; dishwashers use Chinese bowls, and the height of the fuselage has also been adjusted, more in line with Chinese consumers Ergonomic strength and usage habits. In addition, we are also actively involved in the standardization and revision of dishwashers, the popularization of consumer concepts, and the development of uniform standards for feasibility cabinets, together with industry colleagues to remove the barriers of dishwashers entering Chinese families. '
' Take the innovative example of the 'Chinese bowl basket' first proposed by Bosi Home Appliances. It looks very simple, it is to deepen the height of the basket, widen the tooth spacing, increase the flexibility of space, and increase the chopsticks. However, the actual development has embolded many years of hard work by our R&D staff, household surveys, collecting tableware, statistical models, development, trial and error, and redevelopment of North and South households. This achievement is by no means a one-off. In comparison, the complexity of Chinese kitchens has greatly improved. In the future, we will further develop the domestic research needs and generate more research and development results to help the quality of Chinese families.
Localization development is the only magic weapon for Bosi Home Appliances to deal with China's big market. Dr. Ou Tengbo has publicly stated on several occasions that Bosi Home Appliances has successfully implemented a localization strategy in China. 'Our market share continues to rise, we The products are very competitive and are in the leading position among all foreign home appliance brands. Bossi home appliances can maintain a favorable position. On the one hand, due to the focus on R&D and innovation, and continuous investment in product design and brand, we have made our brand famous and famous. We are trusted by the majority of Chinese consumers. At the same time, we are also committed to the maintenance of supply chain relationships, and actively cooperate with all partners to achieve a win-win situation.
In 2016, Bosi Home Appliances established the Greater China R&D Center in Nanjing as an important part of Bossi's global R&D system. It is also the largest R&D center in the world, and the new R&D center will be further integrated. It also strengthens the research and development and innovation capabilities of Bosi home appliances for core products such as refrigerators, washing machines, kitchen appliances, etc. At the same time, it will also focus on the exploration and research and development of cutting-edge technologies, especially focusing on the core areas of home interconnection, smart home appliances, and industrial 4.0 intelligent manufacturing. Mr. Geerke, Chairman and President of Bosi Home Appliances China, said, 'The reason why we chose to set up a R&D center in Greater China in Nanjing is to provide consumers with the fastest demand in the process of communicating with Chinese consumers. The speed of the product is realized, especially for the current development of home appliances to the intelligent direction. The center will not only promote the world's leading technology to China, meet the needs of the Chinese market, but also the results of the China R&D Center. Passed to the world to further realize the all-weather uninterrupted results of Bosch's global research and development progress. 'In October this year, Development Center will be officially put into use, and the current BSH Home Appliances in China market sales of smart appliances 90% in local R & D launched.
In addition to the dishwasher factory and R&D center, Bosi Home Appliance Oven Factory and Washing and Drying Machine Factory have also started construction in Zhangzhou Industrial Park. By 2020, Cangzhou will be built into the world's largest single production base for Bosch Home Appliances.
Transforming to 'hardware+' company
At the 2018 World Artificial Intelligence Conference, Li Yanhong said that no company in the world can claim that it has nothing to do with AI technology. Breaking the information island and moving toward the Internet of Everything is also the general direction for Bosch Home Appliances.
At AWE in 2017, Bossi Home Appliances and Haier, Midea, Changhong and other 7 companies together with China Household Electrical Appliances Association launched the industry's first smart home interconnection group standard, and Bosi Home Appliances is the only foreign-invested company in the sponsoring unit. In 2018, AWE, Bosi Home Appliances and other companies demonstrated seamless collaboration between different brands under the framework of interoperability standards. On the road to becoming a 'hardware+' company, Bosi Appliances will open itself with an open attitude. Better integrated into the future of China's vast wave of intelligent economic industry.
The 'Home Connect' system is the core ecological platform for Bosi appliances to provide consumers with new life experiences inside and outside China Unicom. With this system, Bosi Appliances will provide upstream and downstream partners, products, solutions and better services. Contacted.
Mykie
At the IFA exhibition in 2018, in addition to the two independent booths of Bosch Home Appliances and Siemens Home Appliances, Bosi Home Appliances also set up a connection channel between the two booths, presenting 'Home Connect' as a brand logo in front of the public. At AWE in 2019, Chinese consumers can also feel this change. This change also reflects the importance of the overall strategic layout of home connectivity for the stable development of the digital ecosystem. 'In the future, Bosi Home Appliances' Home Connect' will focus on automated distribution services, making it easier for consumers to use connected appliances. For example, a link between washing blocks, detergent or dishwashing salt has been achieved through partners in the 'Home Connect' ecosystem. Repurchase. This year, more product re-purchase services will be launched, including ordering detergents, vacuum cleaners, water filters, etc.
Dr. Ou Tengbo said, 'In addition to the new digital services, consumers also want more personalized integrated solutions to enrich and simplify their daily lives. Thus, adhere to the 'consumer-centric' strategy, verify and expand digitalization The business model is very important. To this end, we are also open and inclusive to external innovation forces, and actively seek suitable strategic partners. ' For example, in China, Bossi appliances cooperate with bean and fruit cuisine to provide more recipes; At the same time, it is also testing to use WeChat to help consumers provide online customized services and after-sales service. In Germany, Bossi Appliances acquired the global food platform, the startup company Kitchen Story, which operates the global food application platform as its brand. Bossi Home Appliances also collaborated with TechStars, an innovative business incubator, to support the concept of Bosch Home Appliances 'Future Home Accelerator' with cross-border thinking. Last year, Bossi Appliances proposed Mykie's my kitchen elf concept and began to apply smart voice to kitchen life. This year, Bosi Home Appliances presented the interactive kitchen new PAI at the IFA site, through integrated 3D sensing New technologies such as devices will enhance the user's cooking experience, and these innovative actions will also make Chinese consumers' lives more convenient.
From 1994 to 2018, from the popularization of washing machines 20 years ago to the popularization of today's dishwashers and the promotion of smart life in the future, Bo Xi appliances witnessed the changes of our society with millions of Chinese families, regardless of the front. Whether it is bright or windy, the Chinese market is always the most important market component of Bosi home appliances.