Technology News November 15 news, according to the South China Morning Post, why do Chinese consumers like Dyson so much? According to analysts, the company uses stylish designs, impressive technology and Internet celebrities to attract middle-class consumers in China.
The following is the translation content:
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 Double Eleven last year, Dyson’s newly released Airwrap hair styler sold out within 3 minutes on Tmall, and sold out in just 15 seconds on JD.com. It is said that on Double Eleven this year, Dyson is one of 84 brands with sales of 100 million yuan in one hour.
Dyson entered the Chinese market in 2012. Three years later, the company's sales in China increased by 244%. Dyson’s cordless vacuum cleaners are particularly popular, with sales surged by 343% in 2016.
According to the People’s Daily, Dyson accounted for 61% of the vacuum cleaner market in China in 2018. Zhongyikang, who focuses on researching the household appliance industry, estimates that Dyson has 39.9% of the offline vacuum cleaner market in China and 18.8% of the online market. Whether online or offline, Dyson is the largest vacuum cleaner brand in the Chinese market. For a high-end brand, this is an impressive achievement.
In 2014, Dyson Engineering Director Adriano Nile attended the Hong Kong Wanchai Product Launch.
Dyson’s vacuum cleaners are not cheap, but they are considered top quality. The latest V11 Fluffy model costs about 5,000 yuan. In the past, the model was cheaper, but it cost several thousand yuan. Although Chinese consumers have always favored high-end brands such as Apple, home appliance brands are rarely sought after.
Dyson CEO Jim Rowan said in an interview with China Daily last year that “(Chinese consumers) want to embrace new technologies and are quite open to disruptive products.”
James Dyson, the founder of the company, expressed similar views in an interview with Nikkei Asia Watch. He pointed out that Dyson's growth was due to "the Asia-Pacific region has a huge demand for new technologies and excellent product design."
Technology investment is the key to Dyson’s success, and so is pricing. Although its products are expensive compared to similar products from other brands, they are also affordable for many Chinese consumers.
"Product innovation (R&D investment) is the root of Dyson's success, but in the past few years, Dyson has also done a good job in choosing sales locations and communication methods." Euromonitor International Analyst Rachel He said, “By adapting to changes in the market environment, learning to listen to market needs, and actively communicating with modern Chinese consumers, it has now become an affordable and convenient luxury.”
A true sign of a brand's success in China may be the beginning of counterfeit products. In January this year, Chinese police shut down a company that produced and sold counterfeit Dyson hair dryers and detained 36 people. The price of these fakes is only half of the genuine Dyson hair dryer. According to reports, these fakes brought tens of millions of dollars in revenue before being investigated by the police.
As the fakes show, Dyson's hair-related products are also very popular in China, and some are as expensive as some of the company's vacuum cleaners. Last October, Dyson’s newly launched curling iron worth 3690 yuan attracted widespread attention on Chinese social media, and people were discussing whether the quality of the product was worth its price. WeChat released the first public accounts that introduced this productOne of the articles spread quickly and reportedly received 11 million views within 24 hours.
Dyson told the American luxury industry news media "Jing Daily Media" that the company did not advertise for the official account. But Chinese Internet celebrities did greatly amplify the product's promotional effect.
In Airwrap's online marketing activities, Dyson cooperated with 7 influencers on WeChat and Weibo. According to the data of the IAI International Advertising Awards, their related article views totaled more than 8 million, and their video views exceeded 4 million.
Dyson founder James Dyson’s son Jack Dyson is in a store in Dyson, Central, Hong Kong.
According to Rachel He of Euromonitor International, attracting consumers through internet celebrities has proven to be an effective marketing tool for Dyson.
In an annual survey, Chinese consumers selected the most indispensable brands in their lives. Among them, Dyson ranked 28th, ranking among the local home appliance manufacturers Midea, Taobao and smartphone manufacturers Before vivo.
The brand and marketing consulting company Prophet that released these reports stated in this year’s report that Dyson provides consumers with “fashionable design” and “exciting technology” while also using “effective Targeted and targeted e-commerce strategy".
Platinum Hui said that Dyson’s strategy includes setting high prices to cater to China’s rising middle class. The company rarely uses promotional methods because it fears that this will damage its brand image. Bohui said that Dyson is also trying to attract technology-savvy male consumers on the Consumer Electronics Forum, and attract women and younger consumers with different packaging and limited editions.
Platinum Hui said that Dyson’s high popularity in China shows that the younger generation of Chinese consumers are looking for unique and fashionable brands and products to express their personality. But China's middle class is still the target group of high-end brands.
"Dyson's high popularity shows that there is a fast-growing group of Chinese consumers willing to buy more expensive things to improve the quality of life and improve their sense of self, or we can call this group the rising middle class." Rachel He of Euromonitor International said, “Consumers, especially consumers in first-tier cities, are pursuing beauty, quality of life and efficiency to cope with the high-pressure busy life.”
Dyson CEO Jim Luo Wen said that Dyson is also chasing "aspiring classes who are willing to spend more", which helps drive growth.
As Dyson's popularity in Asia continues to rise, the company currently plans to move its headquarters to Singapore. In other words, the company's headquarters will be in the fastest growing market. Dyson has set up a research and development laboratory in Shanghai, which was put into use in 2017. (Lebang)
(Original title: Why does China love Dyson so much?)
(Responsible editor: Wang Fengzhi_NT2541)
