"Annual double 11 is a tough fight for Alen." Alen Air Purifier CEO Warburg Lee said on October 22. A few weeks ago, this high-end air purification brand from the United States officially opened a corporate store in Taobao. This is another major layout of the company in the sales field after the Tmall and Jingdong platforms.

"Alen was passively involved in previous years, but this year, Alen will actively fight and actively participate in the double 11 war." Warburg Lee does not disguise his ambitions for the Double 11.

Alen's road to Chinese exploration

In fact, Alen from Austin, USA is no stranger to the Chinese market.

Alen's relationship with China began with a visit to China by founder Warburg Lee. At that time, the Chinese air purification industry had not experienced explosive growth. As a Chinese-born Warburg, the strength of the Chinese economy is shocking, and it is also a worry about domestic air pollution.

“Why don’t Alen’s advantage help Chinese consumers solve air problems?” At that time, Alen was already a high-end air-net brand favored by consumers in the US market. On the Amazon, the largest e-commerce platform in the United States, Alen ranks among the top three high-end air cleaners in the best-selling list. Just do it. Warburg quickly formed a team dedicated to the Chinese market and established a service center in China. "When we first entered the Chinese market, we formed a team of more than 20 people, led by marketing experts in the United States." Martin Lau, general manager of Alen China, recalled. According to him, Alen had layouts in Beijing, Yinchuan and Shenzhen.

“2013 is the first year of China’s air-net industry development. The foreign-funded net brand has taken the lead in the early development of the empty net market.” An empty net industry expert said that he believes that Alen’s time to enter China Not bad.

It is understood that at that time, foreign brands, especially European and American brands, quickly seized the Chinese net net market by virtue of their advantages in product functions, technology and design. Not only that, but Chinese consumers' preference for foreign brands has made foreign brands an absolute leader in the high-end market.

Despite the good start, Alen did not succeed in replicating its glory in the US market.

In the following two years, driven by market dividends, domestic local brands have stepped into the net industry. For a time, the brand was mixed, the products were mixed, and the market was barbaric. Between the melee, many domestic air-net brands are not bad with foreign brands in terms of technology and product design. Together with marketing advantages and large-scale marketing investment, the local brands have exerted their strength and gradually emerged. “The local brands such as Xiaomi, Midea and TCL are very strong and have begun to challenge the market position of foreign brands,” said the expert. It is reported that among the top ten market share of the net net industry, local brands accounted for 22.8% of the market share, and the development of brands such as Xiaomi, TCL, Midea, 352 and Haier was strong. (Data source Orviet net 2017 net market data)

Along with the rise of local brands, the American thinking of Alen's top management and the cultural differences between China and the United States have made them unacceptable in the Chinese market, and the market promotion is very difficult. “This is the direct reason for Alen's slow growth in the Chinese market.” Warburg admits.

However, the new net national standard introduced in 2016 allowed him to see new opportunities. “We agree to use high standards, and we don’t want consumers to be deceived. The new national standards are expected to protect those companies that maintain high quality and eliminate those profitable companies that speculate.”

This time, Warburg, who regained confidence, chose to believe in the power of the local team. At present, Alen has returned to China, and the rebuilt Chinese team is composed entirely of local employees. "We are prepared for this time," Warburg said. According to him, Alen has hired professionals to re-open market research and re-brand positioning, and strive to reshape Alen China brand assets and gradually make the Alen brand bigger and stronger in China.

The upcoming double 11 is undoubtedly the first battle of Alen, which is back. For this, Warburg said that Alen is ready.

Founder's turtle philosophy

Since 2013, China’s empty net market has experienced explosive growth. In the same year, the retail sales of air cleaners increased by 130.6% and 162.7% respectively. By 2016, the total sales of air net products reached 13.51 billion yuan, an increase of 14.1% year-on-year (source Yikang data).

Compared with other foreign brands, in terms of rapid expansion, Alen has not expected optimism since its entry into China. In this regard, founder and CEO Warburg Lee is not anxious. It is reported that during this time, many capitals or merchants favored Alen, and they threw out olive branches and proposed various cooperation methods, hoping to share the big cake of empty net market. However, these "looks good" opportunities were rejected by Warburg.

Warburg, in his 50s, has a unique philosophy of how to achieve Alen's goals in China. “In fact, from doing products to doing things, I always believe in 'tiger philosophy'. Warburg said. In the ancient story of the tortoise and the hare, the rabbit that ran fast did not win. On the contrary, the turtle that stepped forward step by step achieved The final victory.

Based on this, Alen has always adhered to the concept of “helping others to live better”, treating each product with the spirit of artisans, and focusing on polishing products and optimizing products. The Alen R&D team has conducted countless experiments just to get the best balance between the maximum air output and the lowest noise value; in order to meet the individual needs of consumers' home decoration, the Alen team uses cumbersome handmade craftsmanship to create Different styles of decorative panels; in order to allow consumers to buy the most satisfactory empty net products, more creatively put forward the industry's highest standard shopping experience service - 60 days no reason to return, product lifetime free warranty policy.

"That's why the industry's peer products have introduced so many extravagant features, and Alen's air cleaners have been "conservative" to stick to their positions," Warburg said. He believes that good products are the basis for winning the market. A good service experience can make customers truly satisfied. Good customer relationships can bring more business to Alen. Such a business is a win-win situation, stable and long-lasting.

"We still have a long way to go in the Chinese market, so we are not in a hurry. We are not blindly expanding, because our goal is not to be the market leader, but to allow consumers to enjoy pure air accompanied by Alen products. Enjoy a good life," Warburg said.

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