High-end home appliance brands gradually become a climate

In the period of consumption upgrading and industrial transformation, only by building core competitiveness on the basis of research and development of new technologies and new products, discovering new market demands and opening up new profit growth spaces can the sustainable development of the company be realized.

Compared with ordinary home appliances, high-end home appliances are not only higher in price, but also the perfect combination of home appliances and technology, aesthetics, home, and architecture. In order to better express the ultimate pursuit of products in this field, some focus on the pure high-end home appliances brand. Become a climate, and even formed a luxury product in 8 home appliances.

Among them, both traditional high-end products such as Hitachi, Samsung, and LG, which are represented by traditional home appliance brands, tend to be high-end products for luxury goods; there are also high-end home electronics brands opened by traditional brands, such as Siemens' Gaggenau Gaggenau, Iraq. Lex's AEG, etc.; even more focused on pure high-end flagship brands such as Vorwerk in Germany, Smeg in Italy, Miji in Germany, Miele in Germany, and New Zealand Fisher & Paykel, etc.

But no matter what kind of form, these household electrical appliances focused on high-end or even luxury goods have become increasingly active in the Chinese market. In 2012, China's home appliance industry entered the adjustment period, and the overall growth rate of the industry slowed down. However, the scale of high-end home appliances has been expanding. Pure high-end home appliances products are being developed through four major channels including boutique department stores, flagship stores, home building materials cities, and real estate projects. The market has opened a mysterious veil to more Chinese consumers.

The development of traditional home appliance brands in purely high-end fields has become a new way for companies to open up markets in recent years. According to Guo Tianjian, head of the Shanghai Hitachi Household Appliances Sales Division, by the end of 2012, the Shanghai Hitachi Household Appliances Sales Division is expected to bring together a full range of Japanese original appliances, European refrigerators and washing machines. "The enhancement and improvement of the product line will greatly increase the competitiveness of Hitachi in the high-end home appliance market in China. In the future, Hitachi will compete for the share of China's home appliance market with high value-added products." In addition, in the boutique department store and the home of surprise, Hongxingmei This kind of home building materials company in Kailong can also see GE, AEG, Smeg and other brands.

The flagship brand that focuses on purely high-end areas is also attracting attention in recent years. In April 2012, the Miele flagship store officially entered the Beijing Shin Kong Place Shopping Center. This shop is Miele's only flagship store in the Beijing area, displaying a full range of products. The home appliances sold include refrigeration, cooking, clothing care, and dishwashers. Coffee machine and floor care six series. In addition, high-end household electrical appliances brought by the Swiss brand liEBHERR (Liebherr) can also be seen in Beijing's Parkson Shopping Center, Sai Te Mall, Shin Kong Place and other boutique department stores. These brands are leveraging domestic high-end department stores as Its channel distribution is an important way.

According to statistics, at present, China has leapt to the world's largest consumer of luxury goods, and high-end consumer electronics has also shown rapid growth. But there are also insiders pointed out that China's high-end home appliance market has just started, at this stage the business environment of high-end home appliances in China has not yet formed, the number of brand stores is not much, the market area, consumer groups, product refinement are still to be improved, high-end home appliance brands also need Further expand the channels to bring closer the distance with Chinese consumers.

Zhu Jun, deputy secretary-general of the China Household Electrical Appliances Association, said that the sophisticated high-end home appliance products will become more and more important in the future high-end home appliances. The current needs of these products or brands are for the corresponding consumers to recognize and recognize.

It is reported that at the China Household Appliances Fair held in Shanghai in March next year - Shanghai 2013 (hereinafter referred to as "Shanghai Consumer Electronics Show", the official website will open up a separate international high-end appliances exhibition area, which will be presented in the form of sub-exhibitions, and several high-end household appliances The brand will bring its internationally renowned high-end home appliance products to debut, bringing Chinese consumers a whole new luxury experience in high-end appliances.

According to organizers of the Shanghai Household Appliances Show, Vorwerk's fine household appliances, Miji's art kitchen appliances, Kohler's exclusive custom bathroom brand NOVITA, Hitachi high-end home appliances series The products and the Westinghouse, Kenmore, and Sunbeam brands recommended by the U.S. Embassy will be unveiled at the Shanghai Consumer Electronics Show. Fisher & Paykel, Braun, and Miele are also expected to exhibit on the same stage. The responsible person stated that these pure high-end home appliance brands are currently in the critical period of opening up the Chinese market. The Shanghai Household Appliances Show, as the highest-level home appliance comprehensive exhibition in the country, has already formed an unquestionable influence in the industry in terms of enterprise clustering and exhibition level. At the same time, the exhibition will be able to help enterprises in gathering popularity and providing professional and accurate audiences. Coupled with the increasing scale of high-end home appliances in the Chinese market, these high-end home appliance brands see Shanghai Home Appliances as an effective communication with Chinese ultra-high-end consumers. The important factors of the platform.