We define the probe into customer\u2019s mind and perception as \u201cpositioning\u201d.<\/div><\/p>
Although range hood is imported from the Europe, the best-selling brand in China is \nnot the European brand Siemens but a local Chinese brand. In 2011, Fotile \ncommunicated its brand positioning as \u201cChina's leading and premium kitchen \nappliance expert\u201d, emphasizing that it was more professional and understood the \nChinese kitchen better than foreign brands, thus leaving Siemens behind with a bigger \nand bigger gap and putting huge pressure on its main local competitor Robam. In \nresponse to Fotile's attack, Robam launched a massive campaign in 2012 with the \ncommunication theme \u201cRice Cooked with Love \u2013 Brining more Happiness to Families \naround the World\u201d. Unfortunately, it was poorly received despite of enormous financial \ninvestment.A nationwide consumer survey unveiled the fact that \u201cstrong suction\u201d was the most \nimportant driver when customer choosing range hood. Many companies have already \nrolled out high-air-flow range hood. But almost all of them just take it as a standalone \nrange among their extensive product portfolio at the tactical level. No company has \ntaken it seriously at strategic level. In 2013, we advised Robam to strategically \nannounce the cessation of production of low-air-flow range hood and focus on strong \nsuction product innovations. The first generation of strong suction range hood was \nlaunched in the same year. Building upon its high-air-flow range hood, Robam \nredefined the strong suction range hood by announcing four industry-leading major \nparameters, namely aggregating suction, strong filtration, rapid ventilation and energy \nsaving. Robam also achieved a round of technology breakthroughs, which helped to \nraise the bar for competitors. In terms of communication, Robam focused on strong \nsuction with the objective of building the perception of Robam standing for strong \nsuction range hood.Robam\u2019s innovative products perfectly match the customers\u2019 demand. Robam\u2019s strong \nsuction range hood was so well received with significant sales increase, as it caters to \ncustomer\u2019s requirements. Major competitors, such as Siemens and Midea, also \nfollowed suit. At the end of 2011, there were only 35 manufacturers producing high-air-\nflow range hood, which accounted for 16% of the total range hood market. After \nRobam\u2019s success of strong suction range hood, by the end of 2013, there were 69 manufacturers producing and promoting strong suction range hood, which accounted \nfor 27% of the total range hood market. Very soon by 2016, the strong suction range \nhood segment contributed to 51.02% of the market, becoming the mainstream \nsegment.<\/div><\/p>
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Robam\u2019s innovative products perfectly match the customers\u2019 demand. Robam\u2019s strong suction range hood was so well received with significant sales increase, as it caters to customer\u2019s requirements. Major competitors, such as Siemens and Midea, also followed suit. At the end of 2011, there were only 35 manufacturers producing high-airflow range hood, which accounted for 16% of the total range hood market. After Robam\u2019s success of strong suction range hood, by the end of 2013, there were 69 manufacturers producing and promoting strong suction range hood, which accounted for 27% of the total range hood market. Very soon by 2016, the strong suction range hood segment contributed to 51.02% of the market, becoming the mainstream segment.<\/div><\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t