Appliance companies have reached the critical period of high-end

With all kinds of increasing costs, Chinese manufacturers have begun to transform their high value-added industries in addition to other emerging markets. Home appliance companies in Germany, Japan, and South Korea have also made such choices.

According to Guo Tianjian, head of the business division of Hitachi Home Appliances China Mainland, the so-called high-value-added products are products with relatively high input and output, and their technical content and cultural value are much higher than those of the general products, because the market appreciates greatly and profits are made. high. High value-added living appliances must focus on health and safety, comfort and convenience, energy conservation and environmental protection as well as a high-quality and high-grade appearance. Through these four focuses, how to find the potential demand of consumers is very important for high value-added household appliances. He believes that there are infinite possibilities for high-value-added products, not only to create good returns for circulation dealers and manufacturers, but also to make a good contribution to the industry. The upgrading of consumption and the improvement of the structure are the indispensable driving forces of the household appliance industry. .

Zhang Rongzhong, vice president and general manager of marketing at Hefei Sanyo, believes that the key to China's home appliance industry from big to strong is still to be driven by technology. Technology drives the high-end trend of the entire product. This trend is historically inevitable. The transformation of the entire social economy to this stage, the other is the continuous progress and accumulation of technology, to the stage of technology to promote consumption upgrade, there are increasing consumer demand, is the continuous upgrading of consumption, in turn, pulling the upgrading of technology. China's home appliance industry should reach an important stage of high-end. As for how to do a high-end brand, he believes that the first is to have high-end strategic support, followed by high-end strategic layout and measures, in addition to insist that doing high-end brand is positioning, this position can not swing, at any stage must be able to withstand lonely.

Xie Hui, general manager of Samsung Sales, said that it is necessary to judge high value-added routes based on the company’s own competitive advantage. Samsung has made a lot of investment and work around product innovation, brand building, and supply chain management. Based on its good brand name, product innovation, and the highest level of global supply chain management, Samsung believes that Samsung is taking a higher value-added route. He took Samsung Samsung as an example. Last year, he achieved the highest growth rate in the world through product innovation. The refrigerator has already become the market leader. The washing machine is also among the top three, with capacity refrigerators of over 400 liters, and the world’s market share is the highest. In the domestic market also entered the first group army.

Boss Electric insisted on doing high-end brand in China's home appliance industry. Because of the success of high-end brand positioning, the company achieved a rapid growth of 30% per year. Zhao Jihong, general manager of Boss Electrical Appliances, understands high-end brands and believes that in the period of rapid economic development in China, the most important one is the demand of consumers. On the road to high-end, the unique advantage Chinese brands occupy is the 5,000-year food culture. To high-end consumers not only provide advanced technology and ensure the quality of service products, but also to ensure that this product can do a relaxed cooking culture. Similarly, regarding the high-end of kitchen appliances, Wang Weiqing, general manager of sales of Boxi Household Appliances Co., Ltd., has a different understanding. He believes that the solutions provided in the kitchen are overall, and design has always been the same. Bo Xi has always been willing to follow the high-end. The cupboard supplier cooperated to provide the family with a complete set of solutions. At the same time, he emphasized the pursuit of quality and the advantages of technological innovation.