healthy drinking water has always been one of mankinds most concerned about the topic, the current outbreak, this topic has been hugely magnified, more and more people realize that "good drinking water" has gradually become his own life just to be one.
In Europe, tap water is safe to drink part of the country, such as tap water in most Western European countries (Iceland to the north, south Malta) is safe, but with the frequent problem of water pollution, etc., directly drinking water has slowly evolved into a luxury people, how can people drink clean tap water? Water purification equipment will come into being.
As people increasingly worried about the safety of drinking water, as well as the gradual increase in the quality of life requirements, water purification equipment and gradually into the Chinese market. Data show that in 2013 China water purifier using penetration accounted for only 13%, in 2017 this figure will increase to 20%, by 2020, China water purifier using penetration could reach 35%.
water purifier market penetration national (regional) data comparison, left to right: China, the United States, Europe, Japan, South Korea Source: China Water Purifier market research report (2014-2017)
data showed that, during outbreaks, online desktop water purifier sales rose 33.2 percent, far higher than the growth rate of previous years; Jingdong also said desktop water purifiers, net tap, water bottles and other net free installation or easy to install product sales increased significantly.
fine operation help the brand to open the Chinese market
In 1974, Lycra (LAICA) in northern Italy was founded to home as a starting point, committed to the production of home health care and healthy drinking water equipment products, 2008 years, Lycra enter the Chinese market, when the Chinese people for water awareness is not so strong, so Lycra mainly aimed at high-end drinking water needs of some people, "initially did not lead to a strong concern in the market," admitted general manager Liu Miao Lycra China .
Liu Miao, general manager of China Lycra
2018, in order to better serve users in China, Lycra Chinese joint venture company (hereinafter referred to as Leica) - Foshan Elan life Electric Co., Ltd. was founded, uphold the brand philosophy "with Lycra, drink good water, good water," the openBeginning to explore the localization strategy.
In order for the Chinese market can form a good habit of drinking tap water directly, Lycra specially developed to drink straight tap water filter, part of the family gradually began to install under the kitchen drinkers, ordinary tap water as drinking water upgrades. However, due to the relative complexity of installation, and high initial investment, many consumers are still hesitant when first contact with this type of water purification products.
"In the beginning is not so smooth." In order to really gain a firm foothold in China, empirical research done a lot of Lycra companies. User survey found that Chinese consumers in the daily drinking water, there is the most intuitive two pain points, one of chlorine in tap water, the second is the overall water quality tend to be hard, in order to better meet the domestic market, the Leica water purification equipment research and development of the main points turned to filter, "by Lynx, Jingdong feedback platform, we first product solves both pain points." Liu Miao representation.
"Let us drink good water, good water," the core strategy of localization clearly his future, become familiar with Lycra Chinese market began to force, double the rate of annual sales to grow more brands more for more people to know.
that targeted the refinement of operations and that all people have a strong desire to drink safe water has become a firm Lycra mission, and that mission can promote Lycra in the process of enterprise development went ahead.
focus on every detail
However, the development of Lycra and not as the imagination of smooth sailing, a single type of product has become the companys advanced constraints shackles, Lycra began to realize that the current the strength is not enough to further open the domestic market.
After a lot of market research, Liu Miao found that only address the needs of the user surface is totally inadequate. So Lycra for Chinese users demand more segments to develop different strategies - for instance, some people love to drink tea and coffee, and some people need a dedicated mother and child products. In response to these needs, Leica has developed different types of filters and water dispenser type, such as cleaning filters, maternal and child filters, tea and coffee filter. According to the needs of different population segments and scenarios developed net drink machine that is hot drink straight, water purification tea machine, perked combo mini health net drink machine, turn on the tap to drink straight net direct drinking faucet, etc. . "So far, Lycra depending on the needs of the Chinese market, it offers a variety of different functionsYou can filter brands. "Liu Miao said.
" 途 newborn enabling "LAICA Lycra China Brand Strategy 2018 conference site
" By contrast, net kettle can people at a lower price to drink high-quality water, in recent years it has become the choice of many consumers, sales volume is definitely the best for us. "Liu Miao discovered through research, Chinese consumers demand for health" is also the top row, so for this, Leica also developed the appropriate care products.
and in China on a new line of water purification machine products, need to get "water lot", that the health sector a detection of water purifiers and other wading products qualified certificates. "bring a batch of water, will be a very long period of time, basically to six months. After one of our product lines, it is to do a long life cycle, it is not to do short-term. Leica products necessary to comply with European certification, and in line with Chinas water batch certification. "Liu Miao said, various similar process, often involving every print hundreds of pages, stationed a large platform before Lycra, a cooperation agreement signed more than 80 pages, in quadruplicate, print one breath, then hit series HP NS 1005w intelligent flash charge large bunker-one of the 5000 high-volume enables businesses to print at ease without fear, and innovative black powder pipe 15 seconds faster charging technology allows continuous powder is no longer difficult to improve work efficiency has played a an indispensable role.
health print Lycra mini series printers with HP to create net drink machine product line draft
Therefore, in order to enhance the overall business efficiency Leica has hit a unified procurement of HP series printers. for printing characteristic clarity, fluency, etc., Lycra internal staff have indicated superior experience, and wireless print, copy, scan, fax and other functions into one, but also provides considerable corporate office the degree of convenience, enhance overall efficiency.
HP hit series NS 1005w intelligent flash charge large bunker-one
in this environment Leica focus on getting people to "drink good water, good water." whether it is water purification equipment to enhance innovation and product experience, or internal company requirements for office equipment, Lycra in every detail under the foot work. [ 123] after the
epidemic era,How Lycra went ahead?
At the moment, Chinas epidemic has been a considerable degree of control. In the course of the whole society in the fight against SARS, the health of people for water quality requirements continue to enlarge, how to meet the needs of users and improve clean water is a problem for all companies can not be avoided.
In order to make the fight against SARS frontline personnel to drink clean water, Lycra initiative to assume their social responsibility, "the most serious epidemic of February, we as Southern Medical University, Shunde Hospital, donated nearly That heat four thousand units Lycra net drink machine, a total value of more than 700 million, only to make modest. "said Liu Miao. After
Under the influence of the epidemic, the average consumer concerns about drinking water surge, a sudden increase in demand for orders, it also gives a lot of Lycra increased pressure, "experienced the outbreak, our company as a whole work more robust attitude, a little something radical, but the rhythm and will not be slowed down, after all, this market you do not run others will run up in product positioning, we hope to further meet the young, small, home users demand, this will be one of our refocused strategic direction. "Liu Miao representation.
According to this trend, such as Lycra water purification equipment company, in addition to the feedback of the market itself, how to adjust business strategy, how to improve management efficiency, etc. These internal factors linked together to determine its future performance for the development trend of Hou Laika, HP hit series printers "went ahead" is the best answer, "went ahead" is not just a spur of the enterprise, is what many business people motivate their .
like Lycra and at least 10 million such enterprises, but they are no matter what difficulties and dangers, always with firm went ahead in business on this road full of thorns, they are not alone, Hewlett-Packard record 36 krypton series printers work together, tell the story of every entrepreneur, exploring the source of their power went ahead, HP will continue to print faster, higher-volume, more convenient products can be assigned to SMEs with thousands of small and medium entrepreneurs together "went ahead."
(Source: Krypton 36, invasion deleted)
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