Even in China, it is unusual for vacuum cleaner manufacturers to have a large number of fans. But Dyson is really popular in this country.
According to reports, on the double 11 of last year, the newly released airwrap hair styling device of Dyson sold out in three minutes on tmall, and even sold out in just 15 seconds on jd.com. It is said that in this years double 11, Dyson is one of the 84 brands with sales of 100 million yuan in one hour.
Dyson entered the Chinese market in 2012. Three years later, the companys sales in China increased by 244%. Dysons wireless vacuum cleaners are particularly popular, with sales surging 343% in 2016.
According to the peoples daily, Dyson accounted for 61% of the market share of vacuum cleaners in China in 2018. China Yikang, which focuses on the household appliance industry, estimates that Dyson has 39.9% of the offline vacuum cleaner Market and 18.8% of the online market in China. Whether online or offline, Dyson is the biggest vacuum cleaner brand in the Chinese market, which is an impressive achievement for a senior brand.
In 2014, Adriano Nilo, director of Dyson engineering, attended the Wanchai product launch in Hong Kong.
Dysons vacuum cleaner is not cheap, but it is considered to be of first-class quality. The latest V11 fluffy model costs about 5000 yuan. The past models are cheaper, but they also cost thousands of yuan. Although Chinese consumers have always favored high-end brands such as apple, the brand of home appliances is rarely sought after.
In an interview with China Daily last year, Jim Rowan, chief executive of Dyson, said, Chinese consumers want to embrace new technologies and are quite open to disruptive products.
James Dyson, the companys founder, made a similar point in an interview with Nikkei Asia watch. He pointed out that Dysons growth was due to the huge demand for new technology and excellent product design in the Asia Pacific region.
Technology investment is the key to Dysons success, as is pricing. Although its products are more expensive than similar products of other brands, they are affordable for many Chinese consumers.
Product innovation (R & D investment) is the key to Dysons success, but over the past few years, Dyson has also done a good job in selecting sales locations and communication methods. By adapting to the changing market environment, learning to listen to the market demand and actively communicating with modern Chinese consumers, it has become an affordable and convenient luxury, said Rachel he, an analyst at Euromonitor International
Perhaps the real sign of a brands success in China is that counterfeits are beginning to appear. In January, Chinese police shut down a company that makes and sells fake hair dryers and detained 36 people. The fakes cost only half the price of the genuine Dyson hair dryer. According to reports, before being investigated by the police, the fake goods brought in tens of millions of yuan of income.
As those fakes show, Dysons hair related products are also popular in China, some of which are as expensive as some of the companys vacuum cleaners. In October last year, a new hair curling stick worth 3690 yuan launched by Dyson attracted wide attention on Chinese social media, and people were discussing whether the quality of the product matched its price. One of the first public articles to introduce this product was released by WeChat. It was reported that 11 million hits were received within 24 hours.
Dyson told the American luxury industry news media Jing Tian media that the company did not advertise for public numbers. But Chinas online red really greatly magnified the publicity effect of the product.
In the network marketing activities of airwrap, Dyson cooperates with 7-digit online celebrities on wechat and Weibo. According to the data of the IAI International Advertising Awards, their relevant articles have a total of over 8 million views, and their video hits have exceeded 4 million.
Jack Dyson, son of Dyson founder James Dyson, is in a store in Dyson, Central Hong Kong.
According to Rachel he of Euromonitor International, attracting consumers through online red has proved to be an effective marketing tool for Dyson.
In an annual survey, Chinese consumers chose the most indispensable brands in their lives, with Dyson ranking 28th, ahead of Midea, Taobao and vivo, the local appliance manufacturers.
In this years report, prophet, the brand and marketing consultancy that published the reports, said that Dyson provides consumers with fashionable design and exciting technology as well as effective and targeted e-commerce strategies..
Mr. Dysons strategy, which includes setting high prices to cater to Chinas rising middle class, rarely uses promotions because it fears it will damage its brand image, Mr. bhui said. He also tried to attract tech savvy male consumers on consumer electronics forums, and to attract women and younger generation consumers with different packaging and limited edition versions, she said.
The popularity of Dyson in China shows that the younger generation of Chinese consumers are looking for unique and fashionable brands and products to express their personality, said Baihui. But Chinas middle class is still a target group for high-end brands.
The popularity of Dyson shows that there is a fast-growing Chinese consumer group willing to buy more expensive things to improve the quality of life and self-esteem, or we can call this group the rising middle class. Consumers, especially in the first tier cities, are pursuing beauty, quality of life and efficiency to cope with the high pressure of busy life, said Rachel he of Euromonitor International
Jason Rowan, chief executive of Dyson, said Dyson was also chasing aspiring people who are willing to spend more, which helps drive growth.
With its growing presence in Asia, Dyson now plans to move its headquarters to Singapore. In other words, the companys headquarters will be in the region with the fastest market growth. Dyson has set up a research and development laboratory in Shanghai and put it into use in 2017. (ROBOM)
Source: Wang Fengzhi, editor in charge of Netease Technology Report