Tianxi Kitchen Appliances on the front page of Zhejiang Daily

　　On April 21, the front page of Zhejiang Daily published the article "Polishing Good Products and Exploiting New Markets: Jinyun Tianxi Kitchen Appliances from overseas sales accounted for 70% to domestic sales accounted for 70%", the full text is as follows:

　　 In mid-April, several heavyweight private equity investors led by Midea Capital invested 300 million yuan to successfully acquire part of the shares of Zhejiang Tianxi Kitchen Appliance Co., Ltd. (hereinafter referred to as "Tianxi Kitchen Appliance"). A "market movement war" during the epidemic not only gave way to this private enterprise in the mountainous area of southwestern Zhejiang, but also attracted strong strategic investors, and the enterprise entered the fast lane of growth.

Tianxi Kitchen Electric New Factory

　　 Located in Huzhen Town, Jinyun County, Tianxi Kitchen Appliances focuses on smart kitchen appliances and high-end cooking utensils. In 2019, the company's total sales were about 2 billion yuan, of which overseas market sales accounted for 70%. Air fryer is especially popular in European and American markets. With the spread of the epidemic abroad, the volume of foreign trade orders for Tianxi Kitchen Appliances has been severely affected. "The annual order of a US buyer is around 60 million U.S. dollars. Now it has been postponed. I don't know when it will resume." The company's general manager Lu Ting said that in the first quarter, the company's overseas market orders shrank sharply.

Company principal Lu Ting introduced the future development direction of the company.

　　 At the same time, the domestic epidemic prevention and control situation has stabilized and improved, and the global landscape of the kitchen appliance consumer market has quietly changed. As a result, Tianxi Kitchen Appliances launched a "market movement war", that is, aiming at the status quo of most people in the country, and quickly launched the second-generation air fryer, air oven and other products, and made many improvements in functional design . Unexpectedly, the market’s response was better than expected, and the company’s sales hotline was overwhelmed. The phone was either placing orders or discussing cooperation. The company also made efforts to sell online, and cooperated with Beijing Liren Technology Co., Ltd. to sell goods through online celebrity live broadcast, and sold 16,000 air fryer in one second.

　　 The overseas market is shrinking, and the domestic market is expanding rapidly. Tianxi Kitchen Appliance saw the opportunity and went all out to resume production and work, but this is not an easy task. The company has more than 3,000 employees, and about 70% are from all over the country. As of February 20, there were still more than 1,000 employees unable to return to work, including more than 400 middle-level and above management cadres, R&D personnel and business backbones.

Tianxi Group (Second District)

　　In a special period, Jinyun County has successively launched "Gift Packages" and "Refueling Packages" to help companies resume work and production, and start chartered vehicles to pick up employees from Sichuan, Guizhou, Chongqing, Henan, Hunan, Anhui and other places. By early March, Tianxi Kitchen Appliances basically resumed normal production. By the end of March, the company's domestic market sales accounted for more than 70% of the total sales. In March, the output value rose to 160 million yuan, a year-on-year increase of 10%, effectively reversing the negative impact of the epidemic.

　　 An epidemic made Tianxi Kitchen Appliance see the "opportunity" in danger. "This crisis has made us truly aware of the importance of planning ahead and strengthening innovation. Enterprises should not indulge in their past achievements, but should continue to explore new markets and polish their products." Lu Ting said that the company is currently strengthening market research and Technological innovation to enhance competitiveness, I believe it will be a good way. The company decided to invest more than 200 million yuan this year to build Tianxi Kitchen Electric Research Institute for product development, testing and mold manufacturing. At the same time, with the help of Zhejiang Science and Technology Association, it is preparing to set up a dual academician workstation, and cooperate with the 58 Research Institute of China Electronics Technology, Hangzhou Dianzi University and other research institutions to strive to build a leading domestic kitchen appliance research institute.

Company employees produce products

　　 In Lu Ting's view, a bigger "opportunity" is about to emerge, and that is the retaliatory rebound in demand for kitchen appliances in overseas markets. On his desk, there is a pile of global market research reports: Wal-Mart in North America has bottomed out; Mondial, a home appliance retailer in South America, is in urgent need of replenishment... They are working hard to develop new, cheaper and more functional kitchen appliances , To seize the imminent overseas consumption wave.

A plan for the deep integration of the entire industry chain is accelerating the deployment of Tianxi Kitchen Appliances: it plans to invest 1 billion yuan to build a smart kitchen appliance supporting industrial park and logistics park covering an area of 250 acres, and strive to become a deep integration of manufacturing and service industries. National demonstration project. It is expected that in the second half of this year, the first phase of the smart kitchen appliance supporting industrial base will be put into use.

Rendering of Tianxi Kitchen Electric Research Institute

Article source: Zhejiang News Client (If there is any infringement, please contact to delete)

Editor: Tianxi New Media Editorial Department