2018 is the 40th anniversary of China's reform and opening up. These 40 years have witnessed the changing situation of China's home appliance manufacturing industry and consumer market. A batch of foreign-funded home appliance enterprises have poured into the Chinese market in the tide of China's reform and opening up. Nowadays, it is a wounded person. There are also those who are interested in the wind.
2018 is also the 25th year for Bosch Home Appliances to enter the Chinese market. The world's leading home appliance manufacturer, which is based in continental Europe, is further cultivating the Chinese market under the concept of “rooting Chinaâ€. On the one hand, it is strengthening the demand of Chinese consumers. Innovate the output of products and solutions, while increasing investment in China and improving localized operational capabilities. For the Chinese market, Bossi home appliances obviously have higher expectations.
Optimistic about the prospects of the Chinese market, Bosi home appliances for 25 years
China is the world's largest consumer electronics market. The population base of nearly 1.4 billion, the trend of consumption upgrading and the rising new middle class have made China an ideal target market for global home appliance companies. More and more foreign home appliance brands are entering China. Looking for business opportunities, even foreign-owned home appliance companies that once smashed the Chinese market are trying to find another way back to the Chinese market. For example, the Whirlpool Group from the United States has returned to China through the acquisition of Chinese home appliance company Hefei Sanyo; Swedish home appliance manufacturer Elek Sri Lanka introduced its brand AEG to the Chinese market through a joint venture with a group of Chinese home appliance giants.
The Chinese market has always been a highly valued market for Bosch Home Appliances. Dr. Ou Tengbo, Chairman and CEO of Bosi Household Appliances Group, has always emphasized that the Chinese market is the most important market for Bosi Home Appliances overseas. At the groundbreaking ceremony of the dishwasher factory and the oven factory held in the Bosi (Chuzhou) Home Appliance Industry Park on March 28 this year, Bosi Home Appliances has also played the banner of “rooting Chinaâ€.
During the China Household Electrical Appliances and Consumer Electronics Show (2018AWE) in March of 2018, the chairman and president of Boxi Household Appliances Investment (China) Co., Ltd., Gail, also said in an interview with China National Grid that the Chinese market is “in the futureâ€. For a period of time, the outlook for the entire appliance industry will be very good, and the opportunities are still very large."
2018AWE Bosch Home Appliances Booth
In his view, although the traditional ice-washing products in the Chinese market are almost stagnant in terms of sales growth, the market potential is still relatively large in terms of overall upgrading. “We feel that the market prospects for it (ice wash) are still very good.â€
In fact, with the increase in income levels, the importance of the quality of life of our residents has been continuously improved, and the demand for use and function of home appliances that play an important role in home life have changed dramatically.
According to the “2017 China High-end Home Appliances Consumer Survey Report†released by the Red Top Awards Organizing Committee during the 9th China High-end Home Appliances Home Trends Release and Red Roof Awards Ceremony on December 22 last year, China’s middle-to-high-income consumer groups are buying In the case of home appliances, the main concerns are the technical content of the product, intelligent control, product quality and brand awareness, and the attention to price is further weakened. For example, when purchasing a refrigerator, middle-to-high-income consumers pay more attention to the preservation technology, energy-saving and environmental protection performance of the refrigerator and the intelligent operation experience of the product; when purchasing the washing machine, the main factors of concern are the sterilization function of the product, intelligent control and self-control. Cleaning function.
Under the upgrading of consumption, not only the market scale of traditional household appliances such as refrigerators, washing machines, range hoods and gas stoves continues to expand, but also the emerging home appliances such as dishwashers, clothes dryers and electric steamers are gradually entering China. The growth channel has become a new growth point for China's home appliance industry.
2018AWE Siemens Home Appliances Booth
In the market research institute, Yikang data shows that in 2017, the retail volume of China's dishwasher market reached 985,000 units, an increase of 129% compared with the same period of last year. The retail sales volume reached 4.33 billion yuan, a year-on-year increase of 119%. Zhongyikang expects that the scale of China's dishwasher market is expected to reach 2 million units in 2018. If the annual compound growth rate of the industry remains at 40-50% in the next 10 years, the annual sales volume of dishwashers in 2028 will reach 10 million units. .
2018AWE Siemens Revitalizing Series Dishwasher New Release
According to data from another market research institute, Orvieto Cloud, in 2017, China's embedded steamer market reached 538,000 units, a year-on-year increase of 56%, and achieved sales of 3.40 billion yuan, a year-on-year increase of 55.7%. Ovi Cloud predicts that in 2018, the sales volume and amount of steamer will increase by more than 50%.
The upgrading of consumption in China's home appliance market has made Bosi Home Appliances one of the main beneficiaries, and it is also a key driving force for its deep penetration into the Chinese market. For Bosi appliances, the Chinese market is still promising.
The brand image is deeply rooted in the hearts of people in China
Since entering the Chinese market in 1994, in a quarter of a century, Bosi Home Appliances has won the love of hundreds of millions of Chinese consumers with its international innovative design, globally uniform production testing standards and high-quality products. . In China, Bosi home appliances as a brand image of high-end home appliances has been deeply rooted in people's hearts, and it has occupied the leading position in China's high-end home appliance market.
According to the "2017 China High-end Household Appliances Consumer Survey Report", in the three consecutive consumer surveys, Bosi home appliances are almost all high-income consumers to buy high-end refrigerators, washing machines, dishwashers, dryers, electric ovens. The preferred brand for high-end home appliances such as electric steamers.
2018AWE Bosch Vita fresh power multi-door refrigerator new product release
In line with the high brand reputation, the performance of Bosi Home Appliances in the Chinese market continues to climb. In March of this year, Bosi Home Appliances Group released its 2017 annual financial report. In FY2017, Bossi's global sales reached 13.8 billion euros, an increase of 5.8% over the previous year (up 3.5% year-on-year in 2016), far exceeding the average growth rate of the global household appliances market by 2%, and the sales revenue record for eight consecutive years. . The performance of Bosi Home Appliances in Greater China is particularly prominent. The successful implementation of strategies such as localization and intelligence has helped Bosi Home Appliances achieve double-digit revenue growth.
Bosch Vita fresh power multi-door refrigerator
In China, Bosi Appliances has been committed to meeting the needs of Chinese consumers for a better life through the launch of innovative products, and has played the role of “Pioneer†in many home appliances. In 2002, Bosi Appliances took the lead in introducing dishwasher products into the Chinese market, becoming the first home appliance manufacturer to sell dishwasher products in the Chinese market. Nowadays, with the long-term persistence of Bosi home appliances and the joint efforts of other Chinese home appliance companies, the Chinese dishwasher market is booming. In March of this year, Bosi Appliance took the initiative to assume the responsibility of industry leaders, organized a dishwasher summit forum, invited industry associations, market research institutions, industry chain cooperation companies, sales partners and media to discuss how to further promote Chinese dishwashers. Market development.
According to Huang Lei, senior director of the Kitchen Products Marketing Department of Greater China in Bosi Household Appliances (China) Co., Ltd., as early as around 2010, Bosi Home Appliances introduced the steamer to the Chinese market. At that time, the Chinese electric steamer market was still in its infancy. . Nowadays, China's steamer market has entered a period of explosive growth. While building a localized steamer R&D team, Bosi Home Appliances is also promoting the market of steamer products in the Chinese market with high-quality products and active marketing measures. .
Jiang Feng, chairman of the China Household Electrical Appliances Association, gave high praise to Bosi Home Appliances. She said that as one of the first foreign-funded home appliance companies to enter the Chinese market, Bosi Home Appliances is also one of the most successful foreign-owned home appliance companies. Bosi Home Appliances has created high-quality home appliances for Chinese consumers. It has also participated in the formulation of the “Smart Appliances Cloud and Cloud Interconnection Standard†led by the China Household Electrical Appliances Association, and the China Household Electrical Appliances Association in the fields of German Industry 4.0 and Intelligent Manufacturing Technology. The sharing and exchange of experience between China's home appliance industry peers has played an important role in promoting the development of China's home appliance industry.
Rooted in the Chinese market, Bosi home appliances increased investment in China
Since entering China, Bosi Home Appliances has continuously increased its investment in China and has successively built three production bases in Nanjing, Wuxi and Zhangzhou.
In recent years, driven by consumption upgrades, the trend of upgrading the product structure of China's home appliance market to high-end is becoming more and more obvious. The investment of Bosi home appliances in China is also increasing, which is incompatible with some foreign-owned home appliance brands. The gradual withdrawal of the environment from the Chinese market is a stark contrast.
In November 2015, on the eve of the Chinese dishwasher market, Bosi Home Appliances invested 700 million yuan to build a dishwasher factory in its home appliance industrial park, with a designed capacity of 2 million units/year and a production capacity of 60 units. Ten thousand units per year. At that time, Bosi Home Appliances made a commitment to invest 1.5 billion yuan in the “13th Five-Year Plan†period, making the Zhangzhou Home Appliance Industry Park one of the world's leading production bases for Bosch Home Appliances.
Bosch (Chuzhou) Home Appliance Industry Park Dishwasher Factory Launch Ceremony
On March 28 this year, Bosi Home Appliances held a ceremony for the start of the dishwasher factory, which enabled the localization of the dishwasher. On the same day, Bosi Home Appliances officially laid the foundation for another investment project in the Luzhou Household Appliance Industrial Park, the oven factory. The total investment of the plant is 600 million yuan. It is planned to be put into production in 2020, with an initial production capacity of 1 million units. With an annual production capacity of 2 million units.
Groundbreaking Ceremony of Bosch (Chuzhou) Home Appliance Industry Park Oven Factory
On the previous day, Bosi Home Appliances also signed a new letter of intent for cooperation with the People's Government of Chenzhou City, investing 1.69 billion yuan for the construction of dryers and washing machine factories in Bosi (Chuzhou) Home Appliances Industrial Park and the home appliance industry in Bosi (Zhangzhou) The improvement of the intelligent manufacturing level of the park. The new dryer and washing machine plants have a design capacity of 1.2 million units and are expected to be completed by 2020. It is understood that by 2020, Zhangzhou will be the largest single production base in the world.
Signing Ceremony of Dryer and Washing Machine Project of Bosi (Chuzhou) Home Appliance Industry Park
“Continuous investment in China reflects the importance that Bosi Home Appliances attaches to the Chinese market. The dishwasher, oven and dryer factories invested by Bosi Home Appliances in Ganzhou are the company’s continuous deepening of the Chinese market and the continuous implementation of digital strategies. The localization strategy and the concentrated expression of the 'consumer-centric' development strategy,†said Gail.
As an active promoter and important participant in China's home appliance industry, Bo Xi believes that it will certainly have a great role in China's vast market. She hopes that Bosi Home Appliances can grasp China's economic development opportunities in a new era and have a better future. tomorrow.
Regarding the expectations of the outside world, Gail and his team made a clear statement: In the future, Bosi Home Appliances will continue to provide Chinese consumers with a higher quality home life experience and lead the sustainable development of China's home appliance industry.
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