German Braun, which has a history of 96 years, has always been known for its strict quality control and tough and simple design. The development of the mainland market has not been so smooth.
As the founder and leader of electric razors, Braun paid too much attention to the promotion of high-end products, and problems such as over-pricing, faulty products still being sold, and poor user experience were repeatedly frustrated.
Create History: Leading an Electric Shaving Experience
Braun walks along a road leading to technological innovation and writing quality legends. Since Braun introduced its first patented reciprocating electric shaver in 1951, Braun has unprecedentedly combined vibrating knives with ultra-thin and tough steel membranes, completely revolutionizing the previous shaving experience.
“Design changes life†is the concept that Braun always insists on. Innovation and change are eternal topics in design-led companies, but there are five aspects in which Braun has never wavered in nearly a hundred years. That is— German heritage, simple design, high-quality timber, innovative technology, exquisite craftsmanship.
Today, whether it is strictly controlled temperature hair care products, or high frequency massage ladies epilator, Braun has always been known for outstanding quality control and excellent design.
Encounter bottlenecks: Problematic products are still on sale and development in China is frustrated
However, the excavation and development of Braun's market in China is not easy. According to the “Beijing Commercial Daily†report, some consumers questioned the charging obstacles of Braun’s two razors and stated that the problem products are still on sale.
Mr. Zhang, who lives in Haidian District, said that the Braun 140s-1 electric razor purchased during last year’s Double 11 was put on hold during the Spring Festival and was not able to start after the holidays.
Not only did the product have a problem, but Braun's official after-sales call has not been connected. Although the aftermarket sales staff explained that the charging problem of the 140s-1 is not a quality issue, the 150s-1 also has the same problem, which is a common problem of the two products.
The store's after-sales staff stated that only Braun's razor series products have this flaw.
It is worth noting that for Braun electric razors flaunting high-end and German craftsmanship, even after-sales personnel are aware of the above-mentioned problems in their products. Presumably Braun’s know-how of the product is well known, but it does not take much effort. solve.
In addition, although Braun's electric shavers 140s-1, 150s-1 have charging obstacles, Braun's two series of products have been on sale.
Obviously, there are certain bottlenecks and drawbacks behind the unfavorable development of Braun's market in China.
There are three reasons: First, Braun pays more attention to the research and development of high-end products, but ignores the general consumer demand for entry-level products. This contrasts sharply with brands such as Philips and Flyco.
Second, in terms of product quality control, Braun showed behavior inconsistent with the concept of the department, but the product failed but still on sale. The user's bad reviews on platforms such as Tmall and Jingdong are enough to show that its user experience is still insufficient and needs improvement.
Thirdly, Braun's product pricing is quite different between abroad and domestically.
Perhaps in order to rush to promote the growth of the Chinese market, Braun is more inclined to the latter in the improvement and promotion of the product's process design.
In order to make up for the low awareness of Braun brand among Chinese consumers, in 2013, Braun officially signed Chen Daoming and hired him as the spokesperson for Braun Greater China. However, the 140s-1 and 150s-1 problems have not improved.
Like many foreign brands coming to the Chinese market, Braun paid too much attention to short-term profits, but forgot that the product is the core market rule. Without knowing that the product has a charging defect, Braun has no intention of remedying the product defect, which is not conducive to its long-term development in the Chinese market.
It can be seen that Braun's service in the Chinese market still needs to be improved and its market strategy needs to be changed.
Future Forecast: Can sales increase with strategic changes?
Since last year, Braun has finally lowered his attitude. This is manifested first in the fact that it began to use low-end, entry-level products. Second, it launched digital marketing on major social networking sites, such as knowing questions on the platform and knowing about the daily report. The brand's UGC plan, but also has invited Hu Ge, Huang Xuan as its spokesperson, to meet the preferences of young groups.
According to the "China Electric Shaver Market Research Report for the Third Quarter of 2016" published by the Internet Consumer Research Center, both the joint venture brands and the domestic brands are among the users' attention to the electric razor brand.
Philips took the top spot with a 54.9% absolute advantage. The German brand Braun, known for its high-end position, ranked second with 17.1% of the attention. The domestic brand Feike ranked the third with 16.1%.
According to the data from the Internet Consumer Research Center, the distribution of brand awareness in China's razor market in 2014 indicated that in 2014, in China's razor market, Philips firmly occupied more than 50% of the market's share of attention and maintained its leadership. The status of domestic brands Feike ranked second with 18.1% brand awareness, and there was a clear gap between Philips and Braun.
As Braun adjusted its marketing strategy appropriately and lowered its attitude to meet the public's taste, the current product attention has been improved. Then will the sales of Braun's products increase in the future as the strategy changes? Let us wait and see.
Suizhou simi intelligent technology development co., LTD , https://www.msmsmart.com