With the rising consumption level in China, the development of kitchen brands has gradually become more advanced, especially the newly emerging consumer groups after 80 and 90. Their choice of kitchen appliances emphasizes the noble quality and unique design, while the high-end brands just meet Their real needs in this regard, which allows the positioning of high-end foreign kitchen brands in the past two years has been rapid development. Looking at the successful foreign brands of high-end kitchen appliances in China, there are two types of survival modes, diversification and specialization, represented by Siemens' diversified development model and its ability to specialize in business models.
Siemens Kitchen Power, a leader in professional manufacturing and quality management, is a Siemens AG company. As a global company, it operates in more than 190 countries around the world and has approximately 600 factories, R&D centers and sales offices around the world. Siemens insists on its diversified development path in China. Its business covers industries, energy, medical, personal and household products, which is conducive to giving full play to the synergies of multiple business portfolios. The overall strategy of the company is used as a guide and the structure is clear. Clear responsibilities and actively create value for the local community.
The Siemens brand adheres to a diversified approach in China. Its mature overall home appliance manufacturing technology enables Chinese consumers to truly enjoy the high quality of life brought about by this new concept, while another professional manufacturer of water heaters from Japan - but can insist on taking the professional management route. As a Japanese company with 60 years of professional manufacturing history, it is Japan's first high-end kitchen appliance brand. The annual sales of energy-efficient kitchen appliances account for more than 46% of the total sales of the Japanese industry. It has been the industry leader for many years and is the world's leading supplier of water heaters and warm water appliances. Since entering the Chinese market in 1993, it has been dedicated to a professional route with its calm tone, which has led it to lead the kitchen electric industry.
Since the birth of the brand, the company has been regarded as its own responsibility for providing advanced water heaters and heating equipment for the world. Committed to the professional development and production of gas water heaters, heating and air conditioning, bathroom and kitchen related products and other fields. After 60 years of concentrated development, we currently have 3 R&D centers, 6 factories, 61 direct sales stores, and 350 installation and sales service centers. We have established four major companies in Japan, China, Hong Kong, and the United States. With professional quality and excellent service, the energy efficiency has occupied half of the Japanese gas water heater market, ranking the forefront of the industry.
As one of the high-end water heater giants, in addition to following the pragmatic style of Japanese companies on product quality, they also added a new product research and development and investment, paying great attention to consumer demand, and focusing on energy-efficient and environmentally friendly Products to meet consumers, which is why the rate can be ahead of other competitors in Japan and enjoy high reputation worldwide.
60 Years of Historical Accumulation Demonstrating Brand Strength In a highly competitive kitchen and electric appliance market, it is not easy to achieve such a performance. Mr. Bo Feng, a famous brand strategy expert, believes that the success rate of success rate is mainly attributed to three aspects: First, stick to the professional kitchen electric strategy, because for many years it has been based on the kitchen and electric industry, so the energy can build itself in the kitchen and electric industry. The competitive advantage, which is difficult for opponents to surpass, technology accumulation is by no means the only power; Second, high-end positioning, although China's kitchen and electric industry is very competitive, but most companies are taking the middle and low The end of the line, although in the same industry, but has a different target customer base, from this point of view, the real opponents of the actual rate of energy is actually very small; Third, the localization of operations, the ability to be successful in China this is very important, the rate of Product innovation can combine the individual needs of Chinese consumers in kitchen appliances and product usage habits. In response to the Chinese cooking style of heavy oil, stir-fried cooking, the company introduced a new instant smoke-free intelligent touch range hood. Use instantaneous technology to create a perfect free kitchen space for Chinese families. Its ball screen wind instantaneous absorption technology, all-round lock soot, 220W ultra-high power motor and the third generation of the 3,000-wing wind wheel, so that the perfect combination of strong power and super static sound, this is an innovation with Chinese characteristics.
When talking about the ability to specialize in business operations, Xibei Akihiko, deputy general manager of China National Investment (China) Investment Co., Ltd., believes that strategy means choice, in line with the idea of ​​“do something for nothing†and be able to rate your strategy. The positioning is very clear. It is to be the leader brand in high-end kitchen and electric appliances, because in the past 60 years, we have focused on the kitchen and television industry, and we can continue to optimize our products. We always support the professional and high-end brand image with excellent products.
In fact, professionalism and diversification are not inherently flawed. Although Siemens and Candidates follow two different models, they all share the same in different aspects. First, the two brands focus on high-end strategies. This makes them stand out in the market competition. Although the high-end strategy is very difficult in China's initial stage, it will be recognized by more and more consumers as the consumption level increases; the second is the localization operation mode, Siemens. Both energy and energy are able to develop products suitable for Chinese culture based on the characteristics of Chinese consumers. This gives them a great advantage over other foreign brands. This makes it easier for them to win the hearts of Chinese consumers and help consumers create real products. The value of being is the true essence of success.
Siemens Kitchen Power, a leader in professional manufacturing and quality management, is a Siemens AG company. As a global company, it operates in more than 190 countries around the world and has approximately 600 factories, R&D centers and sales offices around the world. Siemens insists on its diversified development path in China. Its business covers industries, energy, medical, personal and household products, which is conducive to giving full play to the synergies of multiple business portfolios. The overall strategy of the company is used as a guide and the structure is clear. Clear responsibilities and actively create value for the local community.
The Siemens brand adheres to a diversified approach in China. Its mature overall home appliance manufacturing technology enables Chinese consumers to truly enjoy the high quality of life brought about by this new concept, while another professional manufacturer of water heaters from Japan - but can insist on taking the professional management route. As a Japanese company with 60 years of professional manufacturing history, it is Japan's first high-end kitchen appliance brand. The annual sales of energy-efficient kitchen appliances account for more than 46% of the total sales of the Japanese industry. It has been the industry leader for many years and is the world's leading supplier of water heaters and warm water appliances. Since entering the Chinese market in 1993, it has been dedicated to a professional route with its calm tone, which has led it to lead the kitchen electric industry.
Since the birth of the brand, the company has been regarded as its own responsibility for providing advanced water heaters and heating equipment for the world. Committed to the professional development and production of gas water heaters, heating and air conditioning, bathroom and kitchen related products and other fields. After 60 years of concentrated development, we currently have 3 R&D centers, 6 factories, 61 direct sales stores, and 350 installation and sales service centers. We have established four major companies in Japan, China, Hong Kong, and the United States. With professional quality and excellent service, the energy efficiency has occupied half of the Japanese gas water heater market, ranking the forefront of the industry.
As one of the high-end water heater giants, in addition to following the pragmatic style of Japanese companies on product quality, they also added a new product research and development and investment, paying great attention to consumer demand, and focusing on energy-efficient and environmentally friendly Products to meet consumers, which is why the rate can be ahead of other competitors in Japan and enjoy high reputation worldwide.
60 Years of Historical Accumulation Demonstrating Brand Strength In a highly competitive kitchen and electric appliance market, it is not easy to achieve such a performance. Mr. Bo Feng, a famous brand strategy expert, believes that the success rate of success rate is mainly attributed to three aspects: First, stick to the professional kitchen electric strategy, because for many years it has been based on the kitchen and electric industry, so the energy can build itself in the kitchen and electric industry. The competitive advantage, which is difficult for opponents to surpass, technology accumulation is by no means the only power; Second, high-end positioning, although China's kitchen and electric industry is very competitive, but most companies are taking the middle and low The end of the line, although in the same industry, but has a different target customer base, from this point of view, the real opponents of the actual rate of energy is actually very small; Third, the localization of operations, the ability to be successful in China this is very important, the rate of Product innovation can combine the individual needs of Chinese consumers in kitchen appliances and product usage habits. In response to the Chinese cooking style of heavy oil, stir-fried cooking, the company introduced a new instant smoke-free intelligent touch range hood. Use instantaneous technology to create a perfect free kitchen space for Chinese families. Its ball screen wind instantaneous absorption technology, all-round lock soot, 220W ultra-high power motor and the third generation of the 3,000-wing wind wheel, so that the perfect combination of strong power and super static sound, this is an innovation with Chinese characteristics.
When talking about the ability to specialize in business operations, Xibei Akihiko, deputy general manager of China National Investment (China) Investment Co., Ltd., believes that strategy means choice, in line with the idea of ​​“do something for nothing†and be able to rate your strategy. The positioning is very clear. It is to be the leader brand in high-end kitchen and electric appliances, because in the past 60 years, we have focused on the kitchen and television industry, and we can continue to optimize our products. We always support the professional and high-end brand image with excellent products.
In fact, professionalism and diversification are not inherently flawed. Although Siemens and Candidates follow two different models, they all share the same in different aspects. First, the two brands focus on high-end strategies. This makes them stand out in the market competition. Although the high-end strategy is very difficult in China's initial stage, it will be recognized by more and more consumers as the consumption level increases; the second is the localization operation mode, Siemens. Both energy and energy are able to develop products suitable for Chinese culture based on the characteristics of Chinese consumers. This gives them a great advantage over other foreign brands. This makes it easier for them to win the hearts of Chinese consumers and help consumers create real products. The value of being is the true essence of success.
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