Bai Li Wu Li: Do a good job of word of mouth, do not need to advertise

[Reporter]: I am very grateful to Mr. Wu for accepting our interview. First of all, I would like to know about Bai Li as the first international kitchenware brand to enter the Chinese market. How did you think about choosing the Chinese market?

[Wu Li]: As a Chinese, I want to be a product. I can't choose another market. At that time, we did some advancement because the kitchen was still a relatively early stage of development. Don't say imported kitchen utensils , domestic kitchen utensils are at a very low level. Not too mature, we are more advanced into this market, but as just said, the big trend is definitely inevitable, high-end consumption, not only the kitchen industry, all industries are in a development period. In particular, the Chinese are the people who love their families in the whole world. In the same way as buying a house now, the construction of the home, the construction of the quality of life, this need is also very strong, we do the kitchen utensils At that time, the time period may be a little earlier, but the big trend is no problem. Another reason is that the Chinese market should be said to be the most imaginative and most promising. This should be a good thing. The choice is, it is earlier, later, this is difficult to judge. The most important thing is that we are already on the road. It can be very early and actually very good. On the one hand, we should be a leader in the kitchen industry in China in these years. In 1997, we opened the first foreign kitchen brand franchise store in China. Nowadays, many domestic kitchen utensils, for some of our concepts, some designs, are also like us to learn. We still have a better driving effect on the industry. Through this long-term development, we also have one of our advantages. We not only have a good brand, but we can also make this German product, with some Chinese practices, with some specific conditions and market needs in China. A better combination can make our customers more satisfied and better serve the market.

Mr. Wu Li, President of Germany Baili Kitchenware China

[Reporter]: After operating Baili kitchen utensils for so many years, what do you think is the difference between the domestic market and the foreign market?

[Wu Li]: It should be said that there are some differences. On the one hand, it is an aesthetic concept. Domestic customers and foreign customers are still different, so we also want to make some of our products more suitable for China. Another is that cooking habits are different. For example, in Germany, 95% use electric cookers. One of the biggest problems in Chinese kitchens is to solve the problem of soot. We basically use dishwashers abroad. We are all hand-washed in China. In foreign countries, microwave ovens are not very healthy, not only radiation problems, but also the structure of food. But every one in China has a microwave oven, and basically all of them use an oven. In fact, the oven is very good, has many functions and is relatively healthy, so lifestyles like this, including many things we are promoting, including dishwashers, including us to make the kitchen more functional, such as high-end customers now Already used some coffee machines, the wine cabinet is also in the kitchen, the concept of the kitchen, not only a place to cook, is equal to a multi-functional space, a very important space for healthy living at home.

[Reporter]: As a well-known kitchenware brand, Bai Li, what are our overall brand advantages?

[Wu Li]: First of all, I think that because Bai Li has a very high reputation both in Germany and in China, on the one hand his quality, "quality" is even better for all German products. In addition, our product line is relatively long. First of all, from the design side, there are more than 100 panels, which can be very selective. When you look at our showroom, you can find the style you like, no matter what form you like. There is also our overall service, because we have entered the Chinese market for a long time, we pay more attention to how European-style kitchen utensils are combined with the actual situation in China. For us, not only products, but also services can remain the same as Germany. Service, so we guarantee the global standards of Baili from design to after-sales, so we are ahead of the competition in terms of brand, quality and service.

[Reporter]: You just mentioned that you came back from the kitchenware exhibition today, and you have also seen it. Do you think that the trend of new products or trends this year is probably going in the direction?

[Wu Li]: It should be said that this kitchenware exhibition can not represent the trend of the overall kitchen utensils. From the design trend of the overall kitchen utensils in Milan in April, this year one of the kitchens has become brighter, reflected in this year’s highlights, painted, and We also have a glass kitchen, a pure glass kitchen, and a more modern one.

Second, there are some warm colors with textures, such as volcanic rocks and desert yellow. There is also a development trend of the kitchen, more color-oriented, a kitchen, maybe I have two different panels, many of our kitchen series, one of the door panels with two styles of design, so that Make the overall design of the kitchen stronger.

Also, this is related to the development of supporting manufacturers and industries, such as hardware or lighting systems. In Baili, you can see that a lot of lights can be made, including audio equipment in the kitchen, which is more intelligent. It is more textured and more design, which is a big trend.

[Reporter]: I just came back from the kitchenware exhibition. Many kitchenware companies mentioned a concept, that is, home integration. How do you view this trend?

[Wu Li]: This is actually a professional issue. From my understanding of this industry, there is such a trend in China. The most typical kitchen manufacturers are Bolognese, from kitchen manufacturers to home integrators, from international In terms of perspective, all real brand manufacturers are more specialized, not home-integrated. Like international brands such as bathroom, it must be Hansgrohe, GROHE. The bathtub is Duravit. That is, every brand that is truly big in China and internationally must not be a brand of pan-home, it must be in a certain field, and only one piece. Don't say that home integration, there is no cross-border in the kitchen and bathroom, integration is even more difficult, so I think the future is actually a professional road, it is impossible to cover all industries, so-called The integration should be a cooperation of various brand manufacturers, not a single one.

[Reporter]: Is it a joint enterprise?

[Wu Li]: Yes, the union of enterprises.

[Reporter]: Have we set up a development goal for our Baili Kitchenware this year?

[Wu Li]: In fact, Bai Li itself has been a relatively stable growth for more than a decade. Baili basically has an average annual growth rate of 10% every year in the case that the overall European market is not good. In the past decade or so, European kitchen utensils have been declining, that is, the quantity is declining. There is a saying in the German industry that it is Bai Li. If you grow one point, you have to close a factory. Basically, this is the case. In fact, I went back to the point just now. If you take specialization, you don't have to go well, but if you take the integration, the risk should be even greater.

[Reporter]: Now consumers pay great attention to the brand of the product. Some consumers just want to hear that the brand is very famous. He may not consider other brands. He will buy the brand directly. We are in the brand. In terms of promotion, is there any strategy?

[Wu Li]: In terms of brand promotion, we Bai Li, on the one hand, not only do it at home, but now it is more in the humanities magazine, doing some soft promotion, I think the biggest promotion, on the one hand, we have influence in the market. We have done a lot of high-end finishing projects so that our customers recognize our brand. There is another one. We are also like the German Baili. Our long-term promotion is actually an obscure job. We serve every customer well, do every word of mouth, and strive for us to do the same, like the German Bailey. No need to advertise. In China, there are actually second generations using our products.

[Reporter]: Is Bai Li's positioning for consumers a medium-to-high-end consumer?

[Wu Li]: Right. It is high-end. Because our market positioning is basically high-end, German kitchen utensils should be said to be a luxury in China, because his quality design is still very sophisticated.

[Reporter]: Ok, thank you, Mr. Wu for accepting our interview, thank you.