Zhang Yongzhi, Vice President of Youju, President of Youju Research Institute, senior ** person, planner, observer of corporate strategy and brand marketing. Another milestone in the development of China's kitchen appliance industry was born.
On December 11, at the 2023 China Kitchen Ecology Conference initiated by Robam Appliances, the China Kitchen Ecological Alliance was officially established, and Robam Appliances has since begun to unite the entire kitchen industry chain to jointly build a harmonious and win-win kitchen cooking ecology. Combined with the theme of the conference, "Harmony and Symbiosis, Reconstructing We", we can clearly perceive that the era of kitchen appliance brands "fighting alone" has ended, and the industry is moving towards a new stage of ecological integration, and a new era based on strong competition and ecological integration has begun.
In the author's view, different business formats are connected to each other to form a better consumer experience, or the mainstream path of future business development. The original clear boundaries between industries are gradually being broken, and the integration between industries is accelerating within a certain range, and they have common value pursuit and service objects. The kitchen ecology initiated by Robam Appliances is the first stone of the integration and interconnection of the kitchen appliance industry, and all kitchen ecological partners can find long-term value on the basis of focusing on their strengths, and ultimately push China's kitchen appliance industry to a higher level.
It proposed to "reconstruct the whole link of cooking", established the "China Kitchen Ecological Alliance", and launched four major plans: the Kitchen Excellence Plan, the Warm Kitchen Plan, Food Education Education, and the Low-Carbon Action ......The content of this China Kitchen Ecological Conference of Robam Appliances is rich. But it is necessary to connect all the information and deeply understand the strategic intent of Robam Appliances and the key words of the conferenceRefactoringIn fact, it is an important clue.
At the conference, Ren Fujia, vice chairman and president of Robam Appliances, proposed, "In the face of rapid change, enterprises need to break the cognition of the past and constantly reconstruct and evolve. ”
The restructuring of Robam Appliances is reflected in two aspects: one is to redefine the cooking that it is best at, so Robam Appliances has ushered in a new corporate positioning - "Cooking Full-Link Overall Solution Provider", to build a full-link cooking solution including hardware, software, content, and ecology. ROBAM is not just a hardware company, but a solution company with both soft and hard power.
The other is that Robam Appliances hopes to build a platform and ecosystem, integrate the head resources of the whole cooking chain, do the most in-depth excavation of the cooking value in the kitchen space, make a thorough reconstruction of the whole cooking chain, and create greater value for the society around cooking.
As a result, the "China Kitchen Ecological Alliance" was established, and Robam Appliances joined forces with the leaders in the upstream and downstream of the full-link cooking industry chain, including nutrition experts, content experts, design experts, data experts, channel experts and decoration experts, etc., to jointly create a normalized institution that can continue to create value for kitchen space and cooking ecology, users and society.
"Value creation".is the second key clue.
The original intention of the Kitchen Ecology Conference is to promote the complementary advantages of kitchen ecological partners, generate horizontal links, and achieve ecological integration, so as to create greater value for users. Ren Fujia said that now the kitchen appliance industry ushered in the fourth stage, the main issue facing this stage is how to achieve a win-win situation between commercial value and social value, the content of industry competition is no longer the competition between brands, but to see who can better create value for users and society.
At the user level, the ultimate goal of ROBAM to reconstruct the cooking ecology is to transform the kitchen from the functional value of delivering high-quality products to the dual value of "technology + humanity" by caring for people, assisting people, and achieving people, bringing each user a cooking experience that exceeds expectationsAt the social level, the kitchen ecology of ROBAM will contribute to improving a better life, promoting family harmony, inheriting culinary culture, and promoting sustainable development by providing better cooking solutions, so that more people can enjoy a convenient, healthy and interesting cooking life, make more families harmonious and happy, and make the society more warm.
The two key threads of "refactoring" and "value creation" both point to one point:The launch of this kitchen ecological conference by Robam Appliances is an effective exploration to promote the in-depth reconstruction of the entire cooking industry chain, improve the user experience, and promote a win-win situation for all parties. Its essence is "value win-win", and the strategic concept of Robam Appliances is not only limited to the development of the enterprise itself, but also creates long-term value for the industry, users and ecological partners.
After human society entered the information age, environmental changes are accelerating. There is no doubt that the kitchen appliance market environment has changed dramatically in the past few years.
According to the idea of evolutionary theory, in the competition of the environment, if organisms want to survive, they must strive for a longer survival qualification from the environment. So, how can "living organisms" respond to changes in their environment and strive for longer-term survival resources?Answer:Participate in ecological co-construction
The survival strategies of species in the environment are equally applicable in the commercial environment. The author believes that the construction of China's kitchen ecology by Robam Appliances is actually a positive evolutionary behavior to adapt to environmental changes.
First of all, in the era of stock, Robam Appliances quickly feels that the entire industry is facing environmental competition at this stage, and the "organisms" in the industry should actively participate in ecological co-construction, improve the adaptability to the external environment, and obtain more survival resources from the environment. The China Kitchen Ecological Alliance is a beginning for Robam Appliances to guide the industry to carry out ecological co-constructionThis alliance is a "new biome" with vitality and positive evolution, and Robam should bring together ecological partners to do something valuable and meaningful, and form a certain demonstration effect.
Secondly, through the foregoing, we can know that it is a grand plan for Robam Appliances to build a kitchen ecology, but it is difficult to complete it with a single force, and it is necessary to gather the upstream and downstream forces of the industrial chain, and everyone can give full play to their respective expertise to jointly build a cooking ecology that integrates innovation, symbiosis and win-win. Actually,Ecological integration is an inevitable trend for the development of an industry to a certain stage, it is no longer news that all walks of life huddle together for warmth. Many companies have begun to realize that the past "alone" mode of operation is difficult to meet the needs of current consumers, and group development is a big way out, and Robam Appliances is one of them.
In addition, the kitchen appliance industry has entered a new cycle, and innovation is particularly necessary to break through the growth bottleneck and achieve sustainable growth. As a leading enterprise in the industry, Robam Appliances has the responsibility to lead everyone to take a key step in innovation, link up with various categories of enterprises in the ecosystem to create value, and bring greater imagination to the kitchen appliance industry.
From the initiation of the China Kitchen Ecology Conference, to the clear proposal of "reconstructing the whole link of cooking" and the establishment of the "China Kitchen Ecological Alliance", a reflection and action of self-reconstruction by Robam Appliances can cause huge repercussions in the industry and even at the social level, becoming a veritable industry leader and speaker.
So the question is, why is Robam Appliances the leader?In the author's opinion, in terms of qualifications and strength, Robam Appliances should be the leader.
In terms of qualifications, on the track of cooking, Robam Appliances is about to go through 45 years, and it is a leading kitchen appliance enterprise with a long history of development, large production scale and high sales volume in the country, occupying the first echelon of China's kitchen appliances.
As far as cooking is concerned, Robam Appliances has the absolute right to speak, compared with the comprehensive major appliance brands, Robam Appliances is more professional, and compared with the vertical segmentation brands, Robam Appliances is more comprehensive. ROBAM does not focus on a certain product or scene, but on a complete closed loop with the user experience before, during, and after cooking.
In terms of strength, the comprehensive strength of Robam Appliances is very strong and its advantages are outstanding.
First, the whole cooking link has been opened up vertically. When other peer companies are horizontally pulling through the whole house category, Robam Appliances is taking a completely different in-depth route, that is, focusing on the cooking track, taking Chinese cooking as the backbone, and then expanding in an orderly manner for each direction and every detail of the cooking scene, and vertically opening up the whole cooking link.
Second, refined user hierarchical operation. In order to serve different groups of people and provide personalized solutions for them, ROBAM has formed a full-brand matrix of its 7 major brands and a full range of products covering before, during and after cooking, covering different market segments and serving different segments of the population.
Third, the exploration of leading digital kitchen appliances. Robam Appliances is the earliest enterprise in the domestic kitchen appliance industry to deploy digitalization and intelligence, and took the lead in establishing the industry's first smart unmanned factory. In 2022, ROBAM officially launched the Roki digital kitchen appliance and the world's first AI cooking assistant, Mr. Roki. Among the solutions proposed by Robam Appliances, the technology of digital kitchen appliances solves the user's cooking problems, lowers the cooking threshold, and stimulates the user's enthusiasm for cooking.
In addition, Robam Appliances revealed that in the future, it will also open up the places that cannot be covered by kitchen appliances, and graft the external platform on the before, during and after cooking links to meet the needs of users in terms of food procurement, nutritional analysis, kitchen transformation, etc., and truly realize the new experience of cooking the whole link of thousands of kitchens and thousands of noodles.
Enterprises should stand in the dimension of the development of the entire industry, rethink their own positioning and capability boundaries, and re-look at their own collaborators, and how to complete the value transformation from self-interest to altruism, from zero-sum game to integration and symbiosis. Obviously, Robam Appliances has taken the lead and embarked on a new journey.