High-end positioning contributes to high-quality life

In the inherent cognition of the masses, although the function of small home appliances is novel, but it seems that it is hard to become domestic main force truly. "Cheap" "chicken ribs" was once a stereotype that troubled the development of small household appliances category.

And in recent years home-made small household appliances brand of the new sharp people, have to carry high-end, power consumption upgrade banner, oath to complete the transformation of home-made brand market image.

In personal care, oral care is the main category where sales have jumped in recent years, with German and Japanese brands long dominating the upper end of the market for electric toothbrushes, for example. In the past, Chinese brands' strategy has often been to start at the lower end of the market, where foreign brands are weak. But Roman has taken the opposite approach, choosing to confront the high-end market, which is crowded with international brands.

"Our goal is to build a high-end personal care brand in China." Roman brand director Wang Yuanwei told reporters that this is not a hot head, but the result of careful consideration. "Gone are the days when everyone was chasing the same big foreign brand. In the long run, the future consumer trend is constantly personalized and customized. Every consumer hopes that the product can be more in line with his own taste and preference, and does not want to repeat with others. This is the trend we want to capture."

In order to create travel alienation in the high-end market, Roman chose to cooperate with Alibaba, through big data accurate portrait of users. Its star product, the Little Fruit Brush, was designed in this way. It not only innovates on the appearance level of the product, but also introduces the unique avocado green color. It also combines the common facial cleaning brush in domestic beauty equipment with the main body of electric toothbrush, which meets the diversified needs of consumers and broadens the application scene of electric toothbrush products. Turns out Roman made the right choice. This product was released on The "Double 11" in 2019 and became a huge hit. Subsequently, it has been continuously upgraded and maintained a long-term sales popularity.

And be in household clean domain, add can direct with international big brand dyson "close arms". Its floor washing machine, vacuum cleaner, in the price range and Dyson almost overlap, the main high-end market is determined to show. "Dyson is a great competitor to learn from and respect. But Tianke is not only going to become an innovation-driven international brand like Dyson, but also to improve people's quality of life and change people's way of life through the application of smart technology." Qian Dongqi said.

Domestic small household appliances dare to impact the high-end market, behind the research and development investment to bring confidence. Romantic has established romantic love dental laboratory specially to carry out research on oral characteristics, product technology, etc., and maintain regular exchanges with a number of international well-known oral medical institutions. Tianke r & D design team spent 5 years and experienced 3 generations before successfully solving the problems of floor washing machine noise and water stain residue and bringing breakthrough innovative products.

Ought to see, at present homebred small home appliance still has very long way to want to go on core technology. "Most small household appliances use existing technology, or the combination of existing technology, its innovation or uniqueness is mainly reflected in 'rapid innovation', 'design innovation' and other aspects." 'This is clearly not a long-term solution,' Mr. Fu said.

Compared with the mature market of small household appliances in Europe and the United States, China's small household appliances have a relatively low number of small household appliances, which contains a very potential market. But this huge cake still needs excellent technical innovation and comprehensive supporting services to eat. "In the future, relevant manufacturers should innovate around 'better life for customers', integrate products into consumers' lives, and let products help consumers cope with various life challenges, which may be the way for the long-term survival of Chinese small household appliance brands." Fu Guoqun said.