On May 11, Xinhua News Agency, China Brand Building Promotion Association, China Asset Appraisal Association and other units jointly released the “2024 China Brand Value Evaluation Information” in Deqing, Zhejiang.
The public – welfare “China Brand Value Evaluation Information Release” jointly held by the China Brand Building Promotion Association and relevant authoritative units has been carried out for 11 years. It is an important measure to establish a brand value evaluation mechanism with Chinese characteristics, create positive energy for Chinese brands, and promote Chinese brands to go global. The information release follows international and national standards, adheres to the working principles of “science, fairness, openness and recognition”, and has received more and more extensive attention and recognition from the society.
In this brand value evaluation, the brand value of Kingclean Electric Co., Ltd. reached a new high, exceeding 10 billion yuan, ranking among the top in the light industry. In addition, at the release conference of the “Ten – year Road of Chinese Brands” report, Ni Zugen, the chairman of Kingclean, attended the conference as a release guest and made an important speech as a special guest in the new – quality – productivity section of the conference.
Kingclean Electric has achieved excellent results in brand value evaluation for several consecutive years. This not only fully affirms its comprehensive strength, but also commends its high R & D investment, which supports the high – speed growth of its performance. Kingclean Electric leads the industry development with scientific and technological innovation, actively undertakes social responsibilities, promotes the high – quality development of the light industry, and has achieved remarkable results in various fields such as the pursuit of differentiated development.
At present, Kingclean has become the world’s largest R & D and manufacturing enterprise of vacuum cleaners. It has ranked first in the global vacuum cleaner production and sales for 19 consecutive years, with a cumulative sales volume of more than 200 million units in 29 years, ranking first in the global cleaning electrical industry. Kingclean Electric has become a representative of the successful transformation and development of Chinese brands.
Since the establishment of its own brand in 2009, Kingclean Electric has embarked on a difficult brand – building journey from “Chinese products to Chinese brands”. During this period, Kingclean has closely focused on the pain points and potential needs of target customers to carry out innovation work. By developing innovative products that are different from international mainstream brands, it has constructed a matrix of five self – owned brands: LEXY, JIMMY, bewinch, SieMatic and Lexcook.
In addition, in order to break the monopoly of international brands in the high – end market, Kingclean adheres to the high – end positioning of its brand and builds the brand through the “dual innovation” R & D of “category innovation and technological innovation”. At present, Kingclean Electric has transformed from an export – oriented small – household – appliance enterprise to a high – quality development enterprise driven by both domestic and foreign double – cycle, which is a global – leading innovative enterprise with high – end small – household – appliance brands.
After years of entrepreneurship, Kingclean has always believed that quality is the lifeblood of an enterprise, the foundation of enterprise operation and management, and the guarantee of obtaining customer trust and loyalty. Focusing on the goal of “zero defect” products and the four high – requirements of “high value, high performance, high reliability and high trust”, Kingclean has put forward the quality concept of “quality is designed” and “manufacturing home appliances with the concept of manufacturing cars”, achieving the overall management and effective control of all elements of product quality, promoting the continuous improvement of product quality and the high – quality development of the enterprise, and setting a quality benchmark for the industry.
On the other hand, in the past 30 – year development, Kingclean has always been committed to product innovation, management innovation and business innovation, and dedicated to the high – quality development of the enterprise. Chairman Ni Zugen said in his speech that with the innovation ability, technical ability and manufacturing level accumulated by Kingclean in the industry for a long time, the gap with first – class foreign brands is gradually narrowing. Kingclean has possessed the ability and concept to directly compete with multinational companies. However, large companies often pursue market scale, resulting in a situation of being large but scattered and not specialized, and their brand positioning is mass – market. Therefore, Kingclean’s strategy is to play to its strengths and avoid weaknesses, that is, to compete with big brands in a staggered way and take the road of specialization and high – end branding.
After years of efforts, Kingclean has constructed two ecological systems of domestic and foreign double – cycle and self – owned brands and core components, and taken the road of high – quality sustainable development. It has successively won many brand honors, such as the Nanshan Award of the “Top Ten First – line Brands” in air purification, the “First – line Brand” of air – purification products awarded by the China Brand Building Promotion Association, the “Top Five Brands in the Vacuum Cleaner Industry” awarded by the China Household Electrical Appliances Research Institute, and the “Top Ten Influential Brands in Information Consumption” awarded by the Jiangsu Provincial Department of Industry and Information Technology.
At present, Kingclean has explored and summarized a set of scientific and unique quality – management models suitable for the development of small – household – appliance enterprises, namely, the “Five – brand and Four – high” Ecological Co – ordinated Quality Management Model. It integrates the company’s brand positioning, the four – high quality objectives of products (high value, high performance, high reliability and high trust) with the quality expectations of middle – and high – end target customers; integrates the contradictions between brand building and the strategic positioning of ODM / OEM; integrates the contradictions between the R & D and production of multiple categories and varieties of products and the consistency and stability of quality assurance. Thus, a high – quality sustainable development pattern has been formed, which is centered around high – speed motors as the core technology and driven by brands in the domestic and foreign double – cycle business ecosystem.
Ni Zugen also emphasized in his speech that this year marks the 30th anniversary of Kingclean’s establishment and the 15th anniversary of its brand creation. Kingclean will continue to base on market demand, focus on customer needs, adhere to the concept of innovative development, and cultivate and promote new – quality productivity. We also believe that in the future, Kingclean will continue to contribute to the successful transformation of brands in the same industry from “Made in China” to “Created in China” and the high – quality development of Chinese brands.