The core of which is that with the continuous upgrading of the quality of life of more and more Chinese families, Chinese kitchens will also open a new channel driven by hardware products and into a new solution driven by "hardware, software, content and ecology".
This is the core content of the development and transformation of Robam Appliances, a leading kitchen appliance company, in recent years. At the 2023 Advanced Commendation and 2024 Outlook Deployment Conference of Robam Appliances held on January 30, Ren Fujia, president of the company, disclosed for the first time in his New Year's speech with the theme of "Building Dreams and Traveling Far Away to Reconstruct and Evolve" that "cooking is an important link to a better life, and Boss will also reconstruct the whole link of cooking with digital, and accelerate the change towards the new positioning of 'cooking full-link overall solution provider'".
In order to serve different groups of users, Robam Appliances has established a full-brand matrix of 7 major brands to achieve multi-level accurate coverage of high-end, top luxury, new pragmatism, exquisite women, and high-end customization. Standing at the starting point of market competition in 2024, Robam Appliances will also reconstruct and evolve through the four strategic perspectives of "linking users with systems, lighting up technology with humanities, reshaping organizations with capabilities, and driving growth with strategies", so that stakeholders can gain a "sense of belonging, value, mission and happiness". In the end, this also reveals the direction and path of the future transformation and transformation of China's kitchen and China's kitchen appliance industry in advance, and makes every possible effort to meet users' pursuit and yearning for a better life.
The following is the full text of the speech:
Good afternoon, bosses!
Time flies very quickly, and we have come to the beginning of the new year. In 2023, we have maintained continuous growth against the trend under the pressure of industry-wide growth, and I would like to pay tribute to all the bosses who have worked hard in 2023! Great work, everyone! Thank you!
[Change wins].
In 2023, not only us, but also Chinese are very hard, I think this year, Chinese have two key words, the first is "not easy". During the live broadcast of the post-00s "Pot Selling Girl" in Guangdong, she cried because of a message of "Are you tired of lifting the pot every day". In the second half of the year, everyone must have brushed the ** of the ice city's "left and right brothers", on the dream stage of Harbin Ice and Snow World, the signature slogan of "left and right brothers" will drive thousands of people to dance, but during the epidemic in 2020, the entire ice and snow world was empty, he said that there were only 4 creatures at that time: a fox, a janitor, a crow, and him. Brother Zuo survived the desertion of the epidemic, which is the persistence of the city and the perseverance of the people.
In 2023, there are many more "not easy" like the above. This year, we found that the economic recovery was not as smooth as expected, and people's desire to consume continued to shrink.
In this case, what is more important is how we should deal with difficulties. I particularly like the leader's quote in his 2024 New Year's address – on the road ahead, wind and rain are the norm. Yes, although it is not easy, everyone has not stopped because of the environment. So in this year, we also saw another key word of the Chinese, that is"Respond proactively".From the Zibo barbecue full of fireworks, to Harbin, where small potatoes flock to the south, to the Henan Culture and Tourism Bureau's "sea tactics" update, no matter what the economic environment is, people will always try their best to live a good life. Zibo and Harbin, in particular, showed us the hard work and kindness of almost all the people in the city. In the same way, in every boss, I also see hard work and hard work.
023 is a year of steady breakthroughs for the company, with stable development in core categories, rapid growth in emerging categories, and certain results in model exploration in strategic business, and the company's annual revenue growth to achieve industry leadership. Growth is our bottom line and our norm. For more than 20 years, we have been breaking new highs in revenue every year. The past 2023 is not the fastest or slowest growth rate for us, it is a year of steady performance. Of course, the achievements are also hard-won, and let me summarize them in three words this year: "volume", "change", and "extension".
"Volume" is a volume in quotation marks, which is to achieve strategic goals and pursue the ultimate volume, not to roll others, to roll yourself, just to make yourself improve faster. The first volume is the volume productWe have made our products more competitive, realized the full-caliber upgrade of functions and quality, and the product performance indicators have been full, and the mainstream kitchen appliances have been fully covered. Breakthroughs have also been made in digital technology, with a comprehensive upgrade of the AI cooking curve, the establishment of a digital kitchen appliance research institute, and a software development center in Chengdu, focusing on building a cooking algorithm model, allowing us to continue to innovate and lead in digital kitchen appliances. The second volume is the volume market shareIn this regard, there are achievements and shortcomings this year, but the company has attached great importance to it since the second half of the year, after all, if it loses its status in the industry, it will lose its development potential. We think that our sales family will definitely combine 23 years of experience to give us a beautiful report card in 24 years. SectionThird, volume efficiencyIn the whole process of the company's operation, we have vigorously promoted cost reduction and efficiency increase, and promoted process optimization with informatization and digitalization. Efficiency improvement is something that organizations continue to promote at any stage.
The second is "change". First of all, the style of play has changed, from the previous individual combat to the coordinated operation of the corps. Including the synergy between brands and brands, and the synergy between categories and categories. Whether it is the complementarity of strength, the clear responsibilities between channels or the division of labor between product categories, it must reflect the strength and ability of our professional kitchen appliance corps. It is to play the big fish and eat the small fish in the new environment. The style of play has changed, and the pattern has to changeIn the past, it was a one-man operation, relying on flexibility, but now the corps relies on coordination. By what synergy? It is to use strategy and tactics to pull through various departments. Everyone should clarify the strategy before doing things, and communicate across departments to ask each other with strategic requirements. Finally, the tools have to change with itIn the past, we made good use of point-to-point tools, which helped us a lot to improve our single point, but now we need to use general tools to solve systemic problems, not the problems of a single department and a single contradiction. The company has planned a number of company-level platform tools, such as CDP (User Digital Platform), such as the fully upgraded PLM platform.
The third is "extension". First of allExpand the development spaceOur strategic business vertically expands the opportunities for the future development of the enterprise, looking for possible second and third growth curves. The horizontal development of the core business has been an opportunity for structural adjustment within the stock to increase market share, increase supporting facilities, and increase customer orders. SecondlyExpand the category, with digital kitchen appliances as the core to expand the overall solution. The scale of import categories has been increased, and the proportion of supporting products has been increased. Finally, there is an important pointExpand the mindThrough the top-notch endorsement, we joined hands with Wang Yibo to achieve a brand breakthrough, which also greatly increased the favorability of young people towards the brand.
In 2023, we have taken a solid step forward, on behalf of the company, I would like to thank you again for your efforts and dedication this year, let us dedicate our applause to everyone and thank every boss's family!
[Fireworks in the world].
I believe that every bit of our efforts are also being felt by users. We are more and more into the C-end users, listen to their stories, and are very pleased to see their recognition of Robam Appliances. We found that in fact, everyone has a beautiful vision and yearning for cooking in their hearts. Cooking must be more than satisfying, because all human actions must be meaningful. Cooking makes sense because it is the way of life and the way of being, and our hearts, our loves, are contained in it. Cooking is an important link for us to achieve a better life.
The first of these links is the ritual sense of the self. Throughout ancient and modern times, the top priority of life should be shared with relatives and friends through eating, starting with the full moon wine at birth, and then ** ceremony, college banquet, wedding, 60th birthday, even if we move, we will call three or five friends to have a meal at home. The history of cooking is actually a history of people getting together and falling in love.
The second type of connection, cooking, is the bond between people. Whether cooking is done alone, for family, or with friends, I think the biggest meaning is to shorten the distance between people, and it is also an expression of emotional relationships.
I would like to share with you a daily observation of my daily life, I usually go to the cafeteria to eat at noon every day during work hours, and I find that everyone is in groups of three or five, talking and laughing in groups to eat. However, I also saw that many people in the takeaway queue were alone and in a hurry. I don't know if everyone here feels that when we can sit down and eat together, the relationship between us will become better! Yes, it's the ordinary communication of sitting down and eating together, this seemingly inconspicuous little thing, if we think about it a little bit, we will find that it allows people to create language and culture, but also families, businesses, cities, and even countries, eating and eating together allows us to have a warm communication between people, bring trust and cooperation, and a larger team and organization has a foundation, and we can do bigger things together.
The cause we are engaged in today is a very valuable and meaningful thing. Our cause is not only the cause of science and technology, but also the cause of humanity. The Book of Rites says: At the beginning of the husband's ceremony, the beginning of eating and drinking. The "etiquette" advocated by us Chinese, whether it is to usher in the send-off, or to celebrate the harvest, the ritual sense of food and drink has always been the most profound imprint of our Chinese civilization.
However, with the changes of the times, these culinary cultures and concepts of life built up over thousands of years are facing the danger of disintegrating and dissipating. First of all, the food standardization brought about by a high degree of industrialization has led to the proliferation of fast food and sugar products, and a large number of artificial flavors have replaced natural materials, making eaters tasteless and uniform. Secondly, the "ruthless work of science and technology" represented by prefabricated dishes has disrupted the regular production rhythm of dishes and caused widespread anxiety in society. From "pre-made dishes for offline restaurants" to "pre-made dishes on campus", delicious and healthy food have been sacrificed for the sake of efficiency and convenience. Thirdly, the pace of today's society allows more people to eat a full meal faster, easier and more conveniently, rather than through the process of "cooking with their own hands" to taste the taste of life. It is difficult for us to imagine that when the matter of "going home to eat and cooking with your own hands" becomes dispensable, whether the table culture that we once relied on to maintain relationships can still exist and whether the human touch between people can still be maintained.
Today, more and more people are reluctant to cook at home, and I think there are three main reasons:
One is "lazy before cooking", and after a busy day, I have to ponder "the problem of what to eat today", and I have to buy vegetables, wash vegetables, and cut vegetables, and I am too lazy to do such a cumbersome process when I think about it.
For example, in the process of stir-frying, we should pay attention to the time, heat, order, and when to put the seasoning, how many ingredients to put it, which is really brain-intensive, and in the end, it may be a busy job, and the result is not delicious, which is very demoralizing.
The third is "afraid of getting tired after cooking", after eating, looking at the table full of dishes and chopsticks to be washed, as well as the pot that has just finished cooking, and it is late at night after cleaning up the kitchen.
I believe that these three difficulties are also the voices of young people today, their real emotions in cooking, that is, the problems we have to solve, so we proposed to reconstruct the whole link of cooking at the kitchen ecology conference last year, and it was also establishedA new enterprise positioning - a full-link overall solution provider for cooking.
As far as cooking is concerned, we are definitely the most confident, and we are more professional than those comprehensive major appliance brands; Compared to those vertical segment brands, we are more integrated. Because we don't focus on one or more of these products, one or more scenarios, but a complete closed loop with the user experience of "before, during, and after cooking" as the core.
The purpose of each person's walk into the kitchen and the value they get from cooking is different, and there are thousands of people who eat happily for their children, some for their families to eat deliciously, some for their parents to eat healthily, and some for their own food satisfaction. Even with the same goal in mind, each person creates a thousand different flavors, which means that users need individual solutions.
In order to serve different groups of people, Robam Appliances has formed a full-brand matrix of its 7 major brands, high-end brand boss, the world's top luxury home appliances Tize, the fame of new pragmatism kitchen appliances, the chef brand for exquisite women, the integrated stove expert Jindi, the high-end custom cabinet kitchen flavor lai, and the commercial catering fume treatment program CCS, they cover different market segments and serve different user segments.
Of course, in order to truly reconstruct the whole cooking link and meet the needs of thousands of users, it is far from being able to support our existing hardware equipment alone. In the future,Hardware can only determine the lower limit of the consumer experience, and software will determine the upper limit. The whole cooking link we want to build must be a solution that includes hardware, software, content, and ecology.
2 years ago, we began to explore on the track of artificial intelligence, introduced a small model of cooking generative AI, and built a digital kitchen appliance content platform, so as to incubate the first AI cooking assistant Mr. Roki, who is like ChatGPT in a vertical field, can generate personalized cooking solutions with diversified content raw materials, can connect all kitchen appliances in series, efficiently command the collaborative work between various devices, and help you solve the problems before, during and after cooking. He is a good helper who accompanies users in the whole process of cooking, so that cooking is easy and no longer in a hurryThis is our digital kitchen appliance, which truly realizes the new cooking experience of "thousands of kitchens and thousands of noodles". Therefore, the core or difference of our digital kitchen appliances is not interaction, not hardware, but the underlying software. Interaction is like the five senses make you feel good at first, the hardware everyone has hands and feet, there is not much difference, whether it is good or not, the most important thing is that your head is the software algorithm part. We now have more than 500 invention patents, and almost half of them are software invention copyright patents.
We often sayCooking is the most approachable creation, focusing on people, respecting people, and achieving people, which is the design philosophy behind all our innovations. It sounds simple, but it's not easy to do. Concern requires us to consider the problem from the perspective of users everywhere, respect for people requires us to maintain a humble attitude with users, and the achievement of people requires us to be small and enlarge the minds of others.
I sincerely hope that through the empowerment of science and technology, cooking, an ordinary and great little thing, can help everyone create a warm life, which is convenient, healthy, delicious, comfortable and full of fun; It can help everyone to find a place to accommodate a beautiful emotional relationship, which is **, warm, loving, and meaningful.
That's the value created! We are creating, and the purpose of our creation is to help everyone create their own beautiful life through cooking!
In 2024, our company will celebrate its 45th anniversary, which is a new starting point, a new starting point for us to move towards a broader future, and a new starting point for us to create social value from realizing commercial value. We take it seriously and do something to help everyone and every family enjoy the creativity that cooking brings and make life better for all.
[Reconstruction and Evolution].
The ten-year blueprint has been launched, and in 2024, the company will continue to reconstruct and evolve around the four strategic perspectives of users, value, synergy and growth, and promote the company's high-quality development, mainly in the following four aspects.
OneLink users with a systemUsers are the starting point of the company's business development, in the past our link is point-like, 24 years we need to use systematic means to link our users, this systematization is mainly reflected in:1. Build a platformThe user system must have a carrier, and this carrier is the CDP platform. 2. Expand the contact:We want to actively increase the number of user touchpoints and incorporate more user behaviors into our system. 3. Strong gripperThe construction of user system is a systematic project, which needs to be carried out around NPS.
2. Light up science and technology with humanityScience and technology + humanities is the core work of the company's three-year strategic cycle, and it is the foundation of the company's ability to develop in the next ten years. Science and technology + humanities need to focus on cooking and focus on the following three aspects:1. Upgrade cooking hardwareScience and technology + humanities need a carrier, this carrier is our current hardware, 24 years we also need to continue to upgrade our hardware; 2. Reinvent cooking softwareIn 24 years, we need to reinvent the cooking software and create our own small model in the cooking vertical; 3. Inject culinary soulThe core of cooking is its own humanistic attributes, so cooking has a soul, and creation is this soul.
3. Reshape the organization with capabilities: 24 years of work requires us to reinvent the organization:1. SeasoningAdjust the organizational atmosphere. 2. Strong synergy:In 24 years, we must do a good job in brand synergy and continue to optimize the dual-brand operation model of boss + fame; To do a good job in business collaboration, strategic business and core business must do a good job of coordination; To do a good job in management collaboration, we should take OKR as the starting point in 24 years, so that the top and bottom are aligned, and the left and right are connected. 3. Improve efficiencyIn 24 years, one of the important tasks of the management committee is to improve the company's total factor efficiency, and the core is to improve the cost-effectiveness ratio. 4. Re-empowerment:Strengthen the professional empowerment of professional departments to business departments, especially to strengthen the integration of industry and finance.
Fourth, use strategy to drive growth:The company will still grow by double digits in 24 years, which is still very challenging in the current environment, and it will be eliminated without a clear strategy, which requires us to use strategy to drive growthLet the company completely get rid of the sky and become an enterprise through the cycle. Focusing on growth, the core of 24 years should do the following work: 1. A strategic blueprint to lead. 2. Driven by a two-wheel business model, it stabilizes and enhances the core business advantages; Explore and form new strategic business models. 3. Three sets of category strategies are linked, leading the entrance category, breaking through the flank category, and integrating supporting categories to establish a comprehensive market competitive advantage.
In the past 24 years, all the boss's family members have been focusing on double-digit growth, self-righteousness, reconstruction and evolution, drawing a new blueprint for the whole chain of cooking, and presenting the company's 45th anniversary with excellent results.
[Go to the sea of stars together].
In the past two years, the word "Buddhism" has become very popular, but in fact, the real connotation of Buddhism is very different from what everyone understands. "The Buddha system that people see in the world, or lying flat with fate, is actually the internal cultivation of Buddhism, which is the reconstruction and evolution of mental tempering, and self-cultivation. "So we can see that sometimes groups can have cognitive biases, let alone individuals. Due to the limitations of environment, time, and educational background, many people are reluctant to empathize and think from the perspective of others. This requires us to constantly broaden our horizons, accumulate diverse experiences, and break out of stereotypes in order to achieve continuous improvement and evolution of personal ability and wisdom.
Let's look at Wang Yangming's famous words: "When you don't look at this flower, this flower and you will die together; When you come to see this flower, the color of this flower is understood for a while, and you know that this flower is not outside your heart. "When you don't look at this flower, it's as quiet as if it didn't exist. When you come to see it, its color is clearly displayed in front of you at this time. The implication is that the human heart determines our vision and behavior, leading us to see the world with a positive attitude, to understand others, and to shape our perception of things.
The above two examples are to show you the importance of "cognition". Cognition determines thinking, thinking determines behavior, and behavior determines results. Today, we want to "reconstruct evolution", that is, we must continue to realize the evolution of cognition. People, with every step they take, are confronting the cognition of the past. We are often limited by our own perspectives, experiences and knowledge frameworks, and fall into the misconception of self-centeredness. So, we need to let go of the ego.
When you realize that anything that seems grand will become extremely small in front of the infinite universe, and conversely, any small thing may also contain immeasurable value and significance. In this way, we can truly get rid of narrow concepts and achieve cognitive breakthroughs.
Boss family, we live up to the time every year, forge ahead, will be one step closer to the dream of a century-old enterprise, almost every 10 years, boss appliances will have a qualitative leap. From 2020 to 2030, it is a decade for us to achieve high-quality and sustainable development, and a decade to pursue both commercial value and social valueBy 2030, we will be a warm enterprise and find a sense of belonging together; We want to be a growing enterprise and find a sense of value together; We want to be a company with feelings and find a sense of mission together; We want to be a company that adheres to our values and finds happiness together. In the journey of chasing our dreams, each of us is a star, let us gather into a beam of light, and run together to the sea of stars of cooking.
Thank you! Ren Fujia.
January 30, 2024
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