Chi Dao Life's "Development" of BEKO Home Appliances in China

BEKO, a home appliance company from the British Isles that ranks in the top five in the European market, has 280 million consumers worldwide. According to statistics, a BEKO product is sold every 2 seconds. In China, the elegant appearance of its products and the quality of Seiko also left a deep impression on consumers.

Mr Kursat Coskun has a very “cool” Chinese name—Qiao Xiaote. Just like this Chinese-style name, BEKO’s products also contain a Chinese “heart” under its European appearance.

European imports may be a major feature of BEKO appliances. It is understood that 80% of home appliances sold by BEKO in the domestic market are produced in Europe. However, this separation of production and sales did not create a sense of distance between BEKO and Chinese consumers.

Mr. Qiao Xiaote has been in China for four years. He has a thorough understanding of the Chinese market. He said: "In 2006, the Chinese market was formally incorporated into the BEKO global system. In fact, BEKO has been operating in China for more than 10 years. Experience: China is a diversified market with a large scale. Compared with Europe, the demand of Chinese consumers has changed rapidly. Even a company with a long history like BEKO must constantly look at the market with an open eye. We must pay close attention to the needs of consumers. Only in this way can companies succeed."

"BEKO has never been keen on the concept of hype. We only produce products that consumers need."

Indeed, on the products of BEKO, it is rare to see complicated decoration and brilliant colors. Some of them are simple, elegant appearance and practical functional designs, and humanized product concepts are displayed outside the details. Like an English gentleman as elegant and solemn, profound.

“Wisdom Life” was mentioned many times by Mr. Koyotte during this interview, and this concept is also the purpose of BEKO’s home appliances. Mr. Qiao Xiaote explained to the reporter: “The meaning of ChiZao Life is to combine humanistic technology with the concept of taking things as things and materials as objects. In China, this idea is to satisfy Chinese consumers with advanced European home appliance technology. Practical needs."

"BEKO in China is still a young brand." Mr. Coolhout told reporters that young people are green and represent vitality and innovation. “By entering the Chinese market, BEKO has always been committed to building its own proprietary product technology and seizing the market with differentiated product strategies.”

Take the example of the “Air-cooled frost-free storage rice” refrigerator released by BEKO at this exhibition. In the previous market research, BEKO found that rice, which plays an important role in the Asian consumer diet, is actually stored in the home. Poor, facing the risk of mildew, deterioration, and contamination, is a serious threat to the health of consumers.

In order to meet this demand of Chinese consumers, BEKO established a sealable storage space on the basis of the traditional three-door design, and set up an independent door-to-door touch screen control system to achieve scientific storage. The ambient temperature and humidity required for rice. At the same time, because the door has an ultra-wide temperature-changing capability of minus 24 to 10 degrees above zero, this refrigerator can also be used as an ordinary three-door refrigerator.

Appliances may be the most competitive industry in the Chinese market. With the continuous thinning of traditional white and black power products, more and more home appliance companies have turned their attention to the kitchen power market.

In foreign countries, the popularity of dishwashers is high and the products are very mature. In China, the dishwasher market has also undergone a longer incubation period and is gradually being accepted by consumers. People in the industry generally believe that the domestic dishwasher products are entering a large-scale popularization stage and the “harvest season” has arrived.

In this regard, Mr. Coolhoff expressed his approval. He said: “In China, consumers’ demand for “European” appliances such as dishwashers and ovens is constantly increasing, and the market has grown exponentially. This is for any business. It is a new opportunity."

“BEKO's dishwashers and ovens are all imported from Europe. In the UK, BEKO dishwashers have long dominated the sales volume and have a very high degree of market loyalty in Europe and the United States. Currently, in the markets outside of China, BEKO is washing dishes every year. The machine sales are all around one million units.” When talking about the competitive advantage of BEKO kitchen appliances in the domestic market, Mr. Qiao Xiaote made the above statement. At the same time, he said, “Of course, BEKO is also constantly addressing the needs of Chinese consumers. We will develop products that are more energy-efficient, environmentally-friendly, highly-efficient, and human-friendly. We will continue to upgrade and gradually enrich our production lines."

For the channel construction of the product, Mr. Coolhoff also expressed his opinion that “BEKO will adopt different sales strategies in different countries. In China, BEKO’s products are positioned in the high-end market. In contrast, we have completed the first-tier cities in China. The laying of channels will further expand the tertiary and tertiary markets in the future.” At the same time, according to the reporter, in the face of the rapid development of the Internet economy, BEKO has conducted market research and has already taken Tmall Mall and Suning Tesco as entry points for its e-commerce channels.

At present, the popularity of BEKO in the Chinese market is not as good as Bosch, Siemens and other foreign consumer electronics brands. This is due to the late arrival of BEKO into the Chinese market. On the other hand, BEKO is very "low-key" in the domestic market.

In this regard, Mr. Koyotte explained: “The awareness of domestic consumers on BEKO is gradually improving. Compared with large-scale advertising investment, BEKO pays more attention to consumers’ word-of-mouth.” At the same time, he said, “The future, BEKO It will further increase its efforts in the Chinese market. Chinese consumers will see BEKO in more places."