KOBOLD可寶始創(chuàng)于1929年的德國(guó)，始終堅(jiān)持為現(xiàn)代家庭提供一站式的家居清潔解決方案。從吸塵到濕拖，地板除塵到床褥清潔，手動(dòng)操作到自動(dòng)工作，地面清潔到空氣凈化，希望為用戶送去潔凈、健康、舒適的生活環(huán)境。本屆CBME，育兒網(wǎng)有幸邀請(qǐng)到福維克集團(tuán)可寶事業(yè)部中國(guó)區(qū)銷售總監(jiān)Thomas Henningsson韓寧生先生，請(qǐng)他為我們介紹可寶的設(shè)計(jì)理念、傳承精神和面對(duì)市場(chǎng)變化作出的應(yīng)對(duì)策略。
育兒網(wǎng)：When mothers choose products for the family, the brand image and word of mouth influence their decisions. How can the brand and the products be used to gain the trust of mothers?
媽媽們?cè)谶x擇母嬰產(chǎn)品時(shí)，品牌和口碑影響著購(gòu)買決策，您覺(jué)得應(yīng)該如何用品牌及產(chǎn)品的“誠(chéng)”抓住媽媽的心呢？
Thomas Henningsson：The trust comes from confidence in the quality of our products as a professional brand in the cleaning industry. Since 1929, and the launch of our first vacuum cleaner in Germany, we have spent 90 years researching, and developing industry-leading cleaning products. In addition, we have the R&D, production, sales and after sales all within our own company, so we can make sure that on each step we can get the highest quality. This also contributes to the trust that our customers have in us.
我們的誠(chéng)意來(lái)自我們對(duì)產(chǎn)品品質(zhì)的自信，以及我們?cè)谇鍧嶎I(lǐng)域的專業(yè)性。自從1929年福維克可寶在德國(guó)推出臺(tái)吸塵器至今已經(jīng)度過(guò)了90年歲月，期間我們?cè)诩揖忧鍧嵎矫娌粩嚆@研，開發(fā)出行業(yè)的清潔產(chǎn)品。此外，從產(chǎn)品研發(fā)、生產(chǎn)、銷售直至售后，每一個(gè)環(huán)節(jié)都是由可寶自主統(tǒng)籌管理，其目的正是為了確?？蓪毊a(chǎn)品及服務(wù)都盡大可能做到。這也是可寶的誠(chéng)意所在。
As a German brand, we focus on product quality and carefully design and manufacture each product. Kobold has won various world-class awards, such as the German Red Dot Design, the Plus X Award innovation prize, the Stiftung Warentest independent test champion and others. The Kobold HEPA filter bags have been certified by the German TÜV NORD as suitable for allergic people. Kobold's German quality is in the foundation of our brand and this allows Chinese mothers to trust us.
作為一個(gè)德國(guó)品牌，我們非常重視產(chǎn)品質(zhì)量，并嚴(yán)謹(jǐn)?shù)貙?duì)待每一款產(chǎn)品的設(shè)計(jì)和制造?？蓪氃趪?guó)際上獲得過(guò)各種獎(jiǎng)項(xiàng)，比如德國(guó)紅點(diǎn)設(shè)計(jì)、德國(guó)PLUSXAWARD創(chuàng)新產(chǎn)品大獎(jiǎng)、德國(guó)StiftungWarentest獨(dú)立測(cè)評(píng)等?？蓪毑┞?trade;濾塵袋也獲得了德國(guó)TUVNord認(rèn)證，適合過(guò)敏人群使用?？蓪毜牡聡?guó)品質(zhì)保證是我們品牌的根本，也是我們?yōu)橹袊?guó)媽媽帶來(lái)的誠(chéng)意。
Kobold pays much attention to the innovation of products and continues to improve the user experience. In addition to its reliable German quality and thoughtful product design, the brand has been a customer favorite for almost 100 years. Because of its reliable quality, the lifetime of Kobold`s products is incredibly long. Today, in Europe, many families use Kobold products that have been passed down generation after generation.
可寶十分注重產(chǎn)品功能的創(chuàng)新，不斷優(yōu)化用戶的使用感受，再加上其優(yōu)質(zhì)可靠的德國(guó)品質(zhì)和思慮周全的產(chǎn)品功能設(shè)計(jì)，令這個(gè)品牌歷經(jīng)近百年依然受到眾多消費(fèi)者的青睞和追捧。也正因?yàn)楫a(chǎn)品質(zhì)量可靠，可寶的使用壽命很長(zhǎng)，時(shí)至今日，在歐洲，甚至有許多家庭至今都在使用著代代相傳的可寶產(chǎn)品。
Kobold has been in the market for almost a century. While other brands have launched different product lines, we have always focused on household cleaning. For that reason, we have more professional and better household cleaning solutions. Our professional solutions are worthy of the trust that Chinese mothers have in us.
可寶在市場(chǎng)屹立了近一個(gè)世紀(jì)，在其他品牌都紛紛推出不同的產(chǎn)品線時(shí)，我們始終專注于家庭清潔領(lǐng)域，也正因此，我們對(duì)家庭清潔問(wèn)題有更專業(yè)更的解決方案，我們的專業(yè)度更值得聰明的中國(guó)媽媽們信任。
育兒網(wǎng)：Nowadays mothers` needs in products are changing. How does your company respond to these market changes, and is able to design and develop products that become popular with mothers?
新時(shí)代媽媽們的需求總是在不斷變化，不斷增加的，那貴企業(yè)是如何應(yīng)對(duì)市場(chǎng)變化，從媽媽們的需求角度出發(fā)，設(shè)計(jì)開發(fā)出更受媽媽們歡迎的產(chǎn)品呢？
Thomas Henningsson：We have noticed that mothers hope to use cleaning products to create a healthy environment for children. For that reason, they are very particular about household cleaning and have strict demands for the cleaning equipment used. They want cleaning equipment that is powerful and benefits the health of children, but is also quiet enough so that it does not disturb babies that might be sleeping. At the same time, the pace of life is becoming faster, most Chinese mothers need to take care of both family and work, so they need a cleaning solution that saves time and saves effort.
我們觀察到，媽媽們非常希望能夠通過(guò)家居清潔產(chǎn)品讓孩子生活在潔凈健康的家庭環(huán)境中，因此她們對(duì)家居清潔的要求更細(xì)致，對(duì)清潔設(shè)備的要求也更高更苛刻，不僅要擁有強(qiáng)大的清潔能力為孩子們的健康保駕護(hù)航，也要足夠安靜不影響到寶寶的睡眠質(zhì)量。同時(shí)，現(xiàn)代生活節(jié)奏不斷加快，大部分中國(guó)媽媽需要同時(shí)兼顧家庭和工作兩方面，因此，她們還要求家居清潔產(chǎn)品能夠省時(shí)省力。
[Health] Kobold`s vacuum cleaners have a strong suction power and can perform deep cleaning. They provide an efficient and thorough cleaning solution for hard surfaces, carpets or fabrics, they help users to remove bacteria, dust mites and other harmful particles hidden in fabrics like carpets, protecting children from these pollutants. Kobold continues to use the HEPA filter bag design, this multi-layer filtration structure avoids secondary pollution, and holds back fine dust particles and allergens, ensuring the health of children. In addition to remove dust mites and allergens, the Kobold Air Purifier AP260 ensures clean air in the home. Aside from the usual 3 layers of filtration, it has a 5-stage filtration, is equipped with plasma air purifier technology and the HEPA-AKTIV system to improve purification performance and benefit children`s health.
【健康】可寶吸塵器擁有強(qiáng)勁的吸力和深層的清潔能力，能為硬地、地毯亦或是多種織物表面帶來(lái)高效透徹的清潔效果，幫助用戶有效地吸除附著或隱藏在地毯等織物纖維中的細(xì)菌、塵螨等有害物質(zhì)，保護(hù)家中孩子遠(yuǎn)離這些污染物。同時(shí)，可寶堅(jiān)持采用博率TM濾塵袋設(shè)計(jì)，可將細(xì)小塵埃和過(guò)敏原牢牢鎖住，層層過(guò)濾避免排氣污染，并確保清理時(shí)不會(huì)產(chǎn)生揚(yáng)塵與二次污染，保護(hù)孩子們的呼吸道健康。除了能夠有效應(yīng)對(duì)家中的塵螨和過(guò)敏原，可寶Kobold空氣凈化器AP260能夠?yàn)榧抑械目諝猸h(huán)境保駕護(hù)航。它采用五道過(guò)濾技術(shù)，在通常的三道濾網(wǎng)外更搭配了光催化氧化技術(shù)和HEPA-AKTIV技術(shù)，提高了凈化性能，能夠有效地守護(hù)孩子的呼吸健康。
[Saves Time] Kobold provides a comprehensive cleaning solution to help parents save time. For example, this year Kobold launched the new SP600 DuoClean that vacuums and mops at the same time. The 2-in-1 system makes it easier to clean and helps parents save time.
【省時(shí)】可寶擁有多款功能全面的家居清潔產(chǎn)品，能夠幫助父母?jìng)児?jié)省打掃時(shí)間。例如，可寶今年新推出的Kobold 吸拖一體吸頭 SP600，可以讓父母?jìng)冊(cè)诖驋邥r(shí)更加方便，其“先吸后拖”的二合一功能能夠讓清潔更省時(shí)。
[Saves Effort] Kobold`s easy to use design helps to save consumers` effort when cleaning. For example, the upright design that Kobold has always used, combined with the flexible brush allows mothers to clean easily without having to bend. At the same time, the design has a lower center of gravity, which makes it lighter and easier to use.
【省力】此外，可寶人性化的產(chǎn)品設(shè)計(jì)，可以幫助消費(fèi)者們?cè)谑褂脮r(shí)更加便捷省力。例如可寶一直以來(lái)采用的直立式設(shè)計(jì)，配合靈活的刷頭，使媽媽們操作時(shí)無(wú)需彎腰或使勁，輕松推動(dòng)就能完成清潔。同時(shí)其機(jī)身采用重心下沉的設(shè)計(jì)，減輕使用者手部的負(fù)重，使操作更省力，更流暢。
[Quiet] The Kobold VB100 Cordless Vacuum Cleaner pays much attention to noise level. Under the lower brush speed on the carpet the noise level is 75 decibels, and on hard floors 77 decibels. Mothers can use it confidently even when the baby is sleeping.
【安靜】Kobold 無(wú)線吸塵器 VB100在噪音處理上花了許多心思，其在低速運(yùn)轉(zhuǎn)模式工作下，在地毯上的噪音僅有75分貝，硬地也只有77分貝，即便是在寶寶睡覺(jué)的時(shí)候，媽媽們都可以放心的使用。
育兒網(wǎng)：The generation born after the 90s has become the most important customers in the mother and child market. The consumption upgrade and the change in their ideas regarding raising a child have promoted the rapid development of the market. Considering these changes, what is the brand strategy?
90后新生代媽媽已成為母嬰市場(chǎng)的主力軍，隨著他們的孕育觀念和消費(fèi)行為的升級(jí)，推動(dòng)了母嬰市場(chǎng)的快速發(fā)展，面對(duì)變化，品牌有做哪些應(yīng)對(duì)策略呢？
Thomas Henningsson：In the face of the changing Chinese market, Kobold has a long history of being open to change, it continues to innovate and develop new products, as well as improve its sales channels.
面對(duì)日新月異的中國(guó)市場(chǎng)，擁有厚重歷史沉淀的可寶在產(chǎn)品研發(fā)及營(yíng)銷模式方面也適時(shí)地展現(xiàn)了品牌擁抱創(chuàng)新與改變的靈活與彈性。
Kobold is constantly improving and innovating its products. For example, nowadays consumers are busy with their personal lives and work, especially young mothers, who have to work, take care of their families and children, making the time they have available for cleaning very limited. For this reason, they need a convenient and efficient vacuum cleaner. In 2018, Kobold launched its first cordless vacuum cleaner VB100 to meet market demands. First of all, it has Kobold`s strong suction power, which not only helps to create a healthy environment for the family, but also greatly reduces the time mothers spend cleaning. The upright design makes it feel lighter, and the flexible brush makes it even more convenient. It combines cordless design, long battery life, and a replaceable battery, allowing you to clean whenever you want without having to wait for it to charge.
首先，我們始終跟隨市場(chǎng)的變化和消費(fèi)者的需求進(jìn)行產(chǎn)品改進(jìn)和創(chuàng)新。例如，現(xiàn)在大多數(shù)的消費(fèi)者幾乎都是生活工作兩頭忙，尤其是年輕的媽媽們，她們不僅要兼顧工作和家庭，還需要在照顧孩子的同時(shí)享受自己的時(shí)間，可用作清潔的時(shí)間非常有限，清潔不徹底和打掃費(fèi)時(shí)費(fèi)力是她們普遍所面臨的難題，因此她們更加需要一款便捷高效的吸塵器?；谟脩舻男枨?，我們于2018年推出了可寶首款Kobold無(wú)線吸塵器VB100。首先，它擁有可寶產(chǎn)品一貫的強(qiáng)勁吸力，不僅可以為家人創(chuàng)造健康的生活環(huán)境，還大大減少了媽媽們花在打掃上的時(shí)間。直立式設(shè)計(jì)讓操作更省力，同時(shí)搭配靈活的吸頭媽媽們只需要輕松推動(dòng)就能完成清潔。特別的是，它將無(wú)線設(shè)計(jì)、超長(zhǎng)續(xù)航、可替換式電池等特點(diǎn)融為一體，讓清潔不受時(shí)間和地點(diǎn)的限制，更不用花費(fèi)時(shí)間等待充電。
In addition, we value the feedback from our customers and focus a lot on our products’ upgrade and renovation to meet the real needs from the customers. The product, SP600 is the update of an old product, compared the old one, both its cleaning effect and operation have been improved. It is a 2-in-1 vacuum and mop that helps users save 50% of cleaning time with a fast mopping solution. It automatically makes the floor wet with a controlled water release so that it quickly dries after cleaning, and mothers can safely allow children to play on the clean floor.
此外，我們注重消費(fèi)者反饋及產(chǎn)品的優(yōu)化升級(jí)，今年剛推出的Kobold 吸拖一體吸頭 SP600（需搭載于直立式吸塵器VK200進(jìn)行使用）就是基于老一代產(chǎn)品所作的升級(jí)優(yōu)化升級(jí)，相對(duì)于老款產(chǎn)品，該產(chǎn)品不僅提升了清潔效果，更優(yōu)化了操作的便利性。它擁有“先吸后拖”的二合一功能，通過(guò)高速往復(fù)擦拭的方式清潔地面，可以幫助用戶節(jié)省50%的打掃時(shí)間。同時(shí)它新增自動(dòng)濕潤(rùn)功能，出水均勻，清潔后地面可快速干燥，這樣?jì)寢寕儽憧梢苑判牡淖尯⒆觽冊(cè)谇鍧嵾^(guò)后的地板上玩耍奔跑。
Aside from changing product demands, mothers` spending habits have changed considerably. Kobold`s sales method focused on product experience has received excellent feedback all over the world, and today, with the increasing popularity of the Internet, Chinese consumers, especially the generation of mothers born after the 90s, have the habit of purchasing on online sales channels. Therefore, Kobold has started to combine online and offline channels, on Jingdong, Tmall and also shopping malls. This year, Vorwerk China also started a strategic partnership with Alibaba to build a new retail solution for Kobold. This cooperation will improve the relationship between our sales advisors and users, it covers our whole advisor network, enabling efficient management in payments, logistics and after-sales services. It provides consumers with a personalized and high-quality retail experience.
除了產(chǎn)品需求的變化外，媽媽們的消費(fèi)習(xí)慣也有了很大的改變。產(chǎn)品體驗(yàn)式營(yíng)銷模式作為可寶固有的推廣方式在全球范圍內(nèi)都曾收獲了良好的反響，但在互聯(lián)網(wǎng)盛行的今天，中國(guó)消費(fèi)者，特別是90后媽媽更傾向于在各種電商平臺(tái)進(jìn)行消費(fèi)。因此，可寶率先布局線上線下渠道，接連開通了京東、天貓以及官方商城。今年，福維克中國(guó)還與阿里巴巴集團(tuán)達(dá)成新零售戰(zhàn)略合作，以可寶為核心共建了專屬的新零售解決方案。它強(qiáng)化和保障家居健康顧問(wèn)和用戶的專屬對(duì)應(yīng)關(guān)系，實(shí)現(xiàn)并覆蓋從家居健康顧問(wèn)的市場(chǎng)推廣、時(shí)間管理、訂單支付、產(chǎn)品配送及售后服務(wù)等全域場(chǎng)景下的互聯(lián)互通。為消費(fèi)者提供一店式，高質(zhì)量和無(wú)界化的個(gè)性體驗(yàn)。
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