In 2017, China's refrigerator market bid farewell to high-speed growth and enter a cooling period. According to data from Aowei.com, as of November, the offline market size of refrigerators was 65.55 billion yuan, down 4.1% year-on-year. However, in the overall downturn of the refrigerator market environment, the optimism of the refrigerator market, Bosi appliance refrigerator sales performance is bright, against the trend, turnover increased by up to 20%, four times the industry growth rate, Bosch appliances and Siemens appliances Both became the fastest growing brands in offline share in 2017. At the same time, the performance of Bosi Home Appliances Online is also particularly eye-catching. The overall sales volume is 6.18 and the double 11 is increased by 80% and 50% respectively, ranking among the best in the refrigerator category in the same industry.
2017 is the 50th anniversary of Bosch Home Appliances and the 20th anniversary of its entry into China. Such excellent market performance is inseparable from the fact that Bosi Home Appliances is actively fighting the consumption upgrade of the entire home appliance industry. More importantly, Bosch Home Appliances Adhering to the "consumer-centric" strategy, the innovative concept, cutting-edge technology and high-end quality are perfectly integrated, so that refrigerator products can win the favor of the increasingly large high-end consumer groups.
Leading the high-end market consumption upgrade is the external driving force
With the wave of “consumption upgrades†sweeping the Chinese market, consumers’ demand for high-end refrigerator products is increasingly diverse and diverse. How to make refrigerator products more usable and more user-friendly is the long-term exploration direction of Bosi home appliances. We also adhere to the new trend of the refrigerator industry with the strategy and action of high-end and quality.
Talking about the outstanding performance of 2017 Bosi appliance refrigerator sales, Mr. Wang Weiqing, senior vice president and chief sales officer of Bosi Household Appliances (China) Co., Ltd., believes that the consumption upgrade provides a good opportunity for Bosi home appliances. High-end refrigerator products are very suitable for consumers who are pursuing quality. “All along, Bosi Appliances adheres to the high-end market and fully meets the diversified needs of consumers for high-end refrigerators through technological innovation and high-quality products. Every detail of the details reflects the ultimate play of German-style Seiko. The high quality products created by the heart have won the good reputation of consumers."
Mr. Jia Bin, Vice President of Refrigeration Division of Bosi Household Appliances Investment (China) Co., Ltd., also used a set of data to fully explain the advantages of Bosi Home Appliances in this market segment: “The door refrigerator in 2017 is over 11,000 yuan. In the price segment, Bosi Home Appliances has a market share of more than 60%, and the market share of more than 13,000 yuan is more than 70%, because we can meet the needs of consumers in this price segment."
Solving consumer pain points, technology and quality are the inner core
Since entering the Chinese market 20 years ago, Bosi Home Appliances has focused on the refrigerator market and has been focusing on user experience, focusing on solving consumer pain points. Bosi Home Appliances continues to advance the industry with leading innovation concepts and cutting-edge technologies, and always adheres to the "people-oriented" concept, placing consumer demand at the forefront of product development. “Preservation†is the core demand of consumers for refrigerator products. Bosi Appliances insists on upgrading this core function, giving innovative products to higher quality stability and better preservation, and helping consumers to improve their quality of life.
In 2017, Bosi Home Appliances launched the zero-degree Plus-door refrigerator with the iF design award, which achieved the first combination of zero-degree bio-preservation technology and three-door design with innovative functions such as multi-stage humidity adjustable, precise and stable temperature control. Consumers create more outstanding preservation solutions. Zero-degree preservation technology is a very important and mature innovation technology of Bosi Home Appliances. In the future, this technology will be carried on all products of Bosi Home Appliances to meet the increasing fresh-keeping needs of consumers.
This year, Bossi Home Appliances will also introduce higher-end large-capacity French-style refrigerators, Bosch double-steel steels, etc., and provide consumers with more possibilities through new and variable technologies in dry and wet areas. In addition, Bosi appliances continue to promote digital transformation, and smart refrigerator products with “home interconnection†function also bring consumers a new intelligent interactive application experience.
Online efforts to accurately grasp the "new retail" outlet
Known as the “new retail†in 2017, Bosi Appliances accurately grasps the “new retail†trend, focuses on the continuous expansion of online channels, and upholds the consistent high quality of brands, products and services. The performance and reputation of the products on the e-commerce platform.
Mr. Wang Weiqing pointed out that in 2017, Bosi home appliance refrigerator products have outstanding sales performance on the one hand, on the one hand, consumers are more willing to contact good brands through online shopping, and on the other hand, because Bosch home appliances are in products or brands. , services, etc., can bring consumers a quality experience. In 2017, when e-commerce is booming, Bosi Appliances and Tmall and other online retail cooperation platforms and distributor partners have explored the possibilities of new retail. For example, during the Double Eleven, Bossi Home Appliances Linked Online and Offline The store builds an O2O experience that satisfies consumers' growing personal needs.
Innovation + product strength to meet consumer demand
In 2018, the consumer market will continue to maintain a relatively fast development trend, and consumers' demand levels will be more inclined to high quality and individuality. Looking forward to 2018, Mr. Wang Weiqing said that Bosi Home Appliances will continue to build higher-end refrigerator products, provide consumers with more possibilities, and explore differentiated products for different users and more segmented functions. Under the overall trend of consumption upgrading, Bosi Home Appliances will adhere to the "consumer-centric", continuously improve its technological innovation and product quality, and fully meet consumer demand.
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