From May 11 to 13, the 2024 ISH China heating Exhibition was held at the China International Exhibition Center (Shunyi Hall). This annual international event in the field of HVAC attractsRealslotsMany well-known HVAC brands and industry experts attended the meeting. This year's exhibition pays close attention to the core proposition of "Clean, comfortable, innovative and diverse", with an overview of innovative products and technologies at the forefront of the industry.
Ariston, as one of the HVAC benchmark enterprises, was unveiled in the G20 area of the CGHC exhibition area. with the new upgrading results of systems, products and services, he painted a new picture of comfortable home and gained multi-party attention. Taking the 2024 ISH China heating Exhibition as an opportunity, Aiken spoke to Mr. Chen Jie, Marketing Director of Ariston Thermal products (China) Co., Ltd., to learn more about Ariston's localization operation and innovation practice from the perspective of globalization.
Mr. Chen Jie, Marketing Director of Ariston Thermal products (China) Co., Ltd.
Putting people first and establishing a career based on quality
Ariston brand was founded in Italy in 1930, with distinct Italian brand characteristics of culture and temperament, which stems from its founder's original intention of "attaching importance to tenderness between people". This people-oriented philosophy is internalized in the blood of the enterprise and visible in every product. Ariston combines the understanding of family warmth with product design, has the ultimate and individual pursuit of every detail, endows the product with temperature, and shows the brand's unique philosophy of life. Behind the humane brand culture is Ariston's ability to master the right to speak on the basis of product quality.
Ariston can last for nearly a hundred years because of its adherence to the quality of its products. Chen said that Ariston adopted strict quality management measures throughout the production link to ensure excellence in every detail from the source to the terminal. Fully use the WCM factory standards and advanced MES production management system to ensure product quality; key components to achieve batch traceability and control; products must go through multiple tests on the production line, each test step and test results are recorded and traceable. This is the solid foundation on which Ariston has won respect and trust in the global market.
Under the strict quality control system, Ariston continues to create high-quality products. At present, a total of 34 wall-mounted furnace products under the brand have won the five-star certification of CGAC gas appliance industry star certification. The certification is granted by the professional industry association and has been strictly evaluated, which shows its leading product and technical strength in the industry.
Deep ploughing the market and local innovation
"the uniqueness of the Chinese market is that there is too much uniqueness," Chen said.
In the face of the unique complexity and potential of the Chinese market, in order to deeply understand and accurately connect the specific needs of Chinese consumers, Ariston has adopted the strategy of long-term hard work and local operation. 38 years of persistence shows the firm confidence of the Ariston Group in this largest and most important market.
As for the medium-and long-term strategic layout planning of the Chinese market, after an in-depth interview with Chen, Aiken net is more willing to summarize it as "three-energy change", that is, intelligence, energy saving, empowerment and replacement.
In the pursuit of extreme comfort, Ariston focuses on the integration of intelligent technology, emphasizing the digital experience, so that products seamlessly dock with the smart home ecosystem. Its new product CARES ONE COZY comfortable wisdom hot water condensing wall hanging furnace is the aggregator of this concept. Through the combination of zero cold water technology and intelligent control, a variety of customized zero cold water modes are provided, including timing and manual control. The original self-learning model is particularly eye-catching, which can remember users' water habits for up to a week, summarize the rules and automatically turn on and off zero cold water mode, and realize personalized intelligent service.
With the proposal of the goal of "double carbon" in China, green and low carbon has become the main theme of social development. Ariston keenly captured this trend and skillfully improved the comfort of the whole house by means of the linkage between the condensing wall furnace and Wolf fresh air system. but also contribute to energy conservation and emission reduction. On this basis, Ariston launched innovative works such as pure hydrogen furnace and hydrogen mixing furnace, which completed the expansion of the product line and demonstrated the group's full preparation for the future multi-directional development of the energy market.
In the continuous evolution of channel strategy, Ariston has taken a series of measures to enable channels to enhance the effectiveness and depth of market contacts. By setting up a competency center, Ariston has led a transition from traditional retail to immersive experience, allowing consumers to experience brand charm and technological innovation. At the same time, the designer competition and study tour held by Ariston also marks its in-depth excavation and cultivation of designer channels to achieve accurate docking between design innovation and user needs.
On the other hand, Ariston also responded positively to the policy call of "trade in the old for the new". Therefore, in the replacement ("trade-in") market, Ariston uses the policy Dongfeng to unite online and offline multi-channel resources to reach customers with replacement demand. Offline, actively launch old user care activities to promote trade-in; online, Ariston actively cooperates with the e-commerce platform to provide preferential activities for users who buy related products. For example, at present, consumers in JD.com to buy Ariston-related products, participate in the exchange has the opportunity to get a reduction of 200 yuan in preferential subsidies.
In addition, the rise of the replacement market is accompanied by the demand for customer personalized service.
Ariston is committed to building a customer-centered full-chain service system, from self-produced high-quality parts, stringent quality control, to the transformation and upgrading of digital after-sales service, the service model is transforming to personalized and overall solutions. Use digital means to broaden communication channels, implement electronic work orders, standardize service processes, and greatly improve service response speed and user experience. Strict requirements for the service team cover certification, skills, processes, equipment and other aspects to ensure the implementation of high standards of service. After service, call back to collect satisfaction, continuously optimize service quality and ensure user satisfaction.
In me the tiger sniffs rose
In the iteration and reshaping of the strategy, Ariston focuses on areas with long-term value and high potential. This "focus" is the cornerstone of Ariston's strategic transformation, laying a solid foundation for future diversification and expansion.
Ariston is convinced of the development potential of the Chinese market and attaches importance to the strength of Chinese partners. Under the guidance of localization strategy, Ariston focuses on the fine operation of channels and business, and provides partners with more business opportunities to reach consumers by building a high-quality communication link of "brand-channel-user".
Just on April 22 this year, Ariston also led his dealer partners in China on a tracing journey in Italy of "working together on the same boat". By visiting the headquarters and world-class manufacturing factories, we felt the essence of Italian culture in the brand and completed the deep binding with the brand culture and emotion where the brand set sail.
Come from the market, go to the market, and be based on the market. Ariston relies on strong brand confidence and emphasizes the connection of warm bonds between people, reflecting a model of how a global brand seeks harmonious coexistence among cultural uniqueness to achieve innovation and growth.
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