Kitchen and bathroom companies take a look at the global layout of foreign brands

[China State Grid News, September 13th] "Wanhezhen is discussing global cooperation with ACV, a professional manufacturer of heating equipment in Belgium," Wan Heping, Vice President of Wanhe Electric and General Manager of Marketing Management Center, Gong Peiqian, sent home appliances to China yesterday (December 12). The net revealed the above news.

According to Gong Peiqian, the cooperation with ACV is a principle of mutual benefit. Wanhe hopes to use the ACV channel to sell gas fireplace products to open up the European market. The ACV side also hopes to pass it through Wanhe’s powerful channel outlets in the Chinese market. Commercial boiler products opened in China. China National Grid has further learned that both parties are in the form of cooperation in the form of OEM, Wanhe in Europe to ACV brand wall-hung boilers, ACV sold in China with Wanhe brand, and currently Wanhe and ACV is also on the price of the two products , after-sale warranty and other details for further negotiations.

According to public information, ACV is the world’s leading manufacturer of heating and hot water equipment. In 1922, the Buchet brothers created ACV in the Belgian capital to manufacture water heater boilers. After 80 years of struggle and innovation, ACV has become a world-renowned top-level professional manufacturer of heating equipment. New product R&D and technological innovation capabilities are far ahead in the industry. ACV products mainly include electric boilers, gas/oil-fired boilers and "can-in-tank" storage tanks, etc., which are widely used in home, commercial and industrial fields.

For the cooperation with ACV, Gong Peiqian said that this is an exploration of Wanhe’s expanding international presence. In his view, compared with the past, Chinese companies have not had much international restrictions, and cooperation with foreign brands has also taken shape. It is not just a simple form of OEM. It is more of a mutually beneficial and win-win relationship.

Another company, Vantage, also had a similar international exploration with Wanhe recently. Vantage disclosed in an announcement in late August that it had signed a contract with British AGA Rangemaster Group (hereinafter referred to as “ARG”) regarding the development of the two parties in their respective markets. Short-term, medium-term and long-term strategic cooperation framework, including ARG’s sale of Vantage's OEM ovens, embedded grills, range hoods, and multi-eye cookers in Europe, Vantage introduced ARG’s high-end luxury brands in the Chinese market .

In an interview with China National Grid, Vanity brand director Luo Bin said that Vantage’s attempt on the one hand is to make breakthroughs in the export market, on the one hand, it wants to fill the void of Vantage in the domestic high-end market through high-end luxury brands.

And a few years ago, such international attempts like Wanhe and Vantage in kitchen and bathroom companies were almost rare. Liu Heqing, a senior media source, said in an interview with China National Grid that the first domestic gas water heater technology was imported from Japan, and the hood products were also transmitted from Hong Kong and Taiwan. The gas stove industry has also been showing a scattered and messy pattern in the domestic market. . The entire kitchen and toilet industry has slowly become a brand in recent years. The development of this industry can hardly be said to be international.

According to Liu Heqing, kitchen and bathroom companies such as Wanhe and Vantage sought to cooperate with foreign brands to "learn to work hard". This is a way to go out in the background of shrinking domestic market demand and industry transformation and upgrading. For Chinese companies, This will not only solve the problem of production capacity, but also examine the company's product manufacturing level through OEM. However, for Vantage's introduction of high-end luxury brands, Liu Heqing believes that this does not rule out the possibility that it may be "introducing wolf into the room."

Although kitchen and toilet companies started to cooperate with foreign brands to try to internationalize their layouts, there is still a long way to go before the domestic brands' export targets. Gong Peiqian said that for Chinese companies, there are certain risks in doing free brand export of gas boilers, gas water heaters and other products. It is not as simple as the export of color TV products. The domestic enterprises have external environment, including laws, regulations, and markets. The understanding of consumer disputes, safety standards and other factors is not enough. Enterprises need to work hard in these areas before they can achieve their own brand exports. (Reporter Ming Yanhua)

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