As a well-known high-end brand in China, how does Lake successfully build a major country brand step by step? At the recent AWE exhibition, Ni Zugen, chairman of Lake Electric, publicly explained the secret of Lake’s success.
On March 23, Lake, a high-end brand in China’s environmental cleaning industry, held a press conference at the 2021 China Home Appliances and Consumer Electronics Expo (AWE), officially announcing that it has become the first company in the clean home appliance industry to be selected as a major CCTV brand.
After the meeting, Ni Zugen, Chairman of Lake Electric, faced an exclusive interview with the media, focusing on the brand-new products unveiled at 2021AWE and the development plan of Lake Electric in 2021, and elaborated on the way for us to succeed.
Clarify the future direction and create a dual cycle at home and abroad
In 1994, Ni Zugen, an engineer, founded the predecessor of Lake Electric.
In 2009, LEXY established its own brand “LEXY Lake” to enter China’s high-end clean home appliance market.
In 2019, the value of Lake’s brand was as high as 6.46 billion, and the global vacuum cleaner production and sales volume was far ahead for 16 consecutive years.
With its brilliant achievements, Lake has allowed us to witness the successful transformation of a Chinese high-end national brand from an ODM company to the creation of its own brand.
Many people are very concerned about the future direction of Lake? In an interview with the media, Chairman Ni Zugen of Lake Electric also clarified a direction for Lake’s 2021 development plan:One center, two directions.
“Lake’s development direction is customer-centric, facing both domestic and foreign markets, implementing a dual-cycle strategy, internally focusing on building and promoting its own brand, and externally focusing on orders from the international market, and starting to establish production bases in Southeast Asia. Lake has invested in Vietnam With a capital of 300 million and a planned area of 120,000 square meters, 4 standard workshops have been built to create a one-stop production planning base with an annual production capacity of 4 million vacuum cleaners and other household appliances.” This is the one determined by Ni Zugen for Lake center”.
At the same time, Ni Zugen pointed out the current market dilemma. Facing the economic and trade friction between the two major economies in the world, it has become a reality for the United States to increase taxes on China. Chinese home appliance companies may always be alert to the risks brought about by the Sino-US trade war.
What are the two future directions of Lake?
One is the direction of Lake’s future extension:As the Chinese society is increasingly pursuing a healthy and quality life, bringing healthy life to these groups is the main direction of Lake’s future product development.
The second is the new direction of Lake’s future exploration:Lake is developing in the direction of new energy wireless and digitalization. The original traditional series-excited motor is transformed into a brushless digital motor. Vacuum cleaner products are merging towards the general trend of wirelessization, and the manufacturing field is also transforming and upgrading to the Internet of Things production automation.
Big country brand: innovation is the only driving force
With practical actions, Lake has proved that Lake products can bring consumers a better life.
At the AWE exhibition, Lake showcased its five major brands, including Lexy Lake, Bewinch Biyunquan, Jimmy Lake Jimmy, Siematic, and thesuns Sanshoku. It showed consumers that Lake, in order to seize the trend of consumption upgrade in China, through creation Brand new product sub-categories, launched a series of high-end health appliances, with excellent quality and experience to create a high-end national brand image of a great country for Chinese consumers to live a better life.
With a vertical vacuum cleaner that overturns the design concept of traditional wireless vacuum cleaners, it is well known by consumers. It overcomes the pain points of traditional handheld wireless vacuum cleaners that are heavy and inconvenient to operate. It uses its unique vertical design and excellence. Performance, successfully created a new category of vertical vacuum cleaners, bringing users a lighter home cleaning experience.
And this time, Lake boarded the exhibition with the new M12 MAX, its performance reached a new high in the entrepreneurial world, with a suction power of up to 200AW and a battery life of up to 80 minutes. The use of technological innovation has deepened consumers’ understanding of the Lake brand.
At the same time, the newly unveiled floor scrubber has also become the pain point of Lake’s foothold in the industry, and it is the best case to deeply understand consumer needs.
“Nowadays, due to the outbreak of the new crown pneumonia, people’s time at home is greatly increased, and the demand for home cleaning has exploded. Especially children like to play on the ground. This makes everyone start to realize the importance of home cleanliness. Floor scrubbers have quickly become popular in the global market.” said Ni Zugen, chairman of Lake Electric.
And this kind of floor scrubber products, which are popular in the Chinese market, appeared on the market five years ago, but because users lacked a comprehensive understanding of the concept of scrubbing, they did not become popular.
The time when the Lake scrubber entered the market hit the market outbreak, but Lake did not follow the industry’s old road to quickly build a product, but was oriented to solve the potential needs of consumers, from the user’s point of view, in-depth observation of user pain points, Always adhere to technological innovation, endow Leike products with excellent quality and the best experience.
Lake does not hesitate to invest a large amount of R&D talents and funds, in-depth study of independent innovation technology, technical innovation and excellent product performance, to solve the problem of traditional products soaking the floor, around the ground water stains after the use of traditional washing machine is likely to cause the floor to become moldy The pain point, in order to bring users a brand-new washing experience, we incorporate innovative technologies to maintain the floor without water stains after the floor is cleaned, without damaging the floor, and raise the technical standard of the washing machine industry in one fell swoop.
What is the source of product innovation?
“In fact, every company has different technical research directions, and what Lake’s investment in innovation adheres to is that it must solve the real pain points of consumers. If others can’t solve it, Lake will solve it. This is what we need to do. Yes.” Ni Zugen said.
In the context of the continued impact of the Sino-US trade war and the country’s realization of “Made in China 2025”, Lake has used practical actions to create its own high-end national brand, driven development by technological innovation, and continuously improved its citizens with clean and healthy small household appliances. The quality of life fully demonstrates the responsibility and responsibility of the big country brand.
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