Print Email Facebook Twitter Redesign Advice and Launching Strategy for Evening Breeze Entering the Chinese Market Title Redesign Advice and Launching Strategy for Evening Breeze Entering the Chinese Market Author Wang, W. Contributor Mooy, S.C. (mentor) Diehl, J.C. (mentor) Groenendaal, T. (mentor) Nagtegaal, Y. (mentor) Faculty Industrial Design Engineering Department Product Innovation Management Programme Master of Science Integrated Product Design, Master of Science Strategic Product Design Date 2013-01-08 Abstract Evening Breeze is a Dutch company founded in 2008. What Evening Breeze provides is an innovative and sustainable alternative to traditional air conditioning products, focusing on specifically the sleeping context. The Evening Breeze products offer comfort cooling experience while ensures a tremendous amount of energy saving, to not only the clients from tropical high-end resort market, but also the up-scale residential market. The purpose of this report is to help Evening Breeze exploring the market opportunity in China, due to the huge consumption power and increasing living standard among Chinese high-end consumers. Same as in the revolutionary theory, “Survival of the fittest” is also proved in the marketing competition, especially for the import brands that doesn’t yet have much awareness in the target region. Numerous foreign brands entered the Chinese market wanted to hold a share, some of them achieved big accomplishment while most of the remaining didn’t market well despite of their great success in their originate country. Under what strategy Evening Breeze should enter the Chinese market will require contemporary study on the relevant industry, competitors, consumers and as well as the resources of Evening Breeze itself. From the desk research conducted on the relevant domain and field study in pre-selected first-tier cities, it was concluded that Evening Breeze's market potential in China is big, and is beneficial for a long-term market development. From a product perspective, the Chinese audiences were impressed by the innovative and sustainable cooling idea of Evening Breeze, however most of them find the appearance of current model too radical/organic, and of limited options in product form as well as functionalities so that the added value is not high enough for a high-end positioning. Another vital finding from the research is that the communication focus of Evening Breeze product should vary from current situation. For the Chinese residential market, healthy attribute is significant, which have not been stressed adequately; for the hospitality on the other hand, practical benefit such as energy-saving is vital which did not taken as important selling point for private consumers. Thus a product redesign needs to be realized before formulating the launching strategy for Evening Breeze to enter the Chinese market. A concept development process was conducted, under the inspiration from particular Chinese context and latent need from the target audiences. The new design of the Evening Breeze climate system is implemented in a way that, more stable and classic from the appearance, so that the new product portfolio together with the current model could appeal more taste. And new functions were designed which is more emotional appealing and higher the added value of the product. The Chinese air-conditioner market is big yet highly homogeneity. Most high-end models are already featured with "energy-saving", "comfort", "healthy", "silence", etc. that Evening Breeze is communicating, yet with cheaper price. Thus Evening Breeze should communicate itself towards a high-end climate system not only providing physical benefit but also elicit inner satisfaction by the innovative design, unique cooling experience and premium quality from a Dutch-originate brand. From a marketing campaign point of view, Evening Breeze is suggested to targeting at hospitality market from the short-run, in order to have market breakthrough. The residential retail market is much stable and lasting comparing to resort projects, thus is suggested to be focused from a long run. Various promotional/retail channels are possible in China, while cooperating with B2B channels (e.g. interior designer or hotel development company) is with top priority, due to the higher profit and less fixed cost required. Subject RedesignViPLaunch strategyChinese market To reference this document use: http://resolver.tudelft.nl/uuid:fd1c7eb9-ab06-4797-82b6-9101c2486414 Embargo date 2014-01-08 Access restriction Campus only Part of collection Student theses Document type master thesis Rights (c) 2013 Wang, W.