CNDSN2 month 12 days (China "direct" Hu Rong) in January 7, 2015 2015, the first direct selling license, the flower falls fourth global direct selling enterprises Vorwerk. 131 years of corporate history, 84 years of marketing experience, 20 years of China traditional market development process, these time points showed a deep foundation of the development of Vorwerk.

"In Chinese market, we have cultivated for 20 years, has experienced many twists and turns, Vorwerk corporate culture and talent support company has grown, these are important wealth and the foundation of our, we also showed that a strong vitality." Vorwerk said.

The card will Vorwerk development to a new starting point. In Germany, Italy and other European countries, Vorwerk occupies 1/3 of the market. In the vast market of this piece of China, development of German business Vorwerk has attracted wide attention.

Germany's iconic brands

In 1883, Vorwerk founded in Germany UB Tulsa, started out as a carpet factory, gradually developed into a set of multiple products Multi-National Corporation. In 1929, the western social and economic depression, few people are willing to spend money to buy the phonograph, the gramophone motor Vorwerk production filled warehouses.

Warehouse outside piled leaves, Vorwerk chief engineer Engelbert Gorissen has adjusted the motor power, installed on the fan, try to blow away the fallen leaves. Later, the engineer simply adjust the direction of the fan, to absorb the up the fallen leaves. Vorwerk will motor mounted on the new shell, make cleaning tool. In 1929, the first vertical type, portable handheld vacuum cleaner Modelle 30.

Many customers do not believe that such a small product can play a role. The vacuum cleaner at that time because of too big in size need to pull the carriage, and the average family can not afford high cost of the cleaning services. Just Vorwerk family member Werner Mittelsten Scheid came back from the American overseas, put him in USA see door-to-door sales model to Vorwerk, also brought to europe. In 1930, Vorwerk formally established marketing and direct sales model demonstration.

Through innovative products, Vorwerk for the production of derivatives can clean the car, curtain, can also give the floor waxing, became an iconic brand equipment in germany. Many German family, all with the Vorwerk vacuum cleaner.

After World War II, when the Federal Republic of Germany's chancellor, Conrad Adenauer, in a speech to hold high the Vorwerk vacuum cleaner, appealed to the German people start from around things, start from their own chores, revive the postwar economy.

As a hundred family business, Vorwerk founder Mittelsten Scheid family today has come to the seventh generation. At present, Vorwerk's product line covers household appliances (Kobold series of household cleaning system and Thermomix series intelligent kitchen equipment) and the top of the Jafra skin care cosmetics. In addition, the Vorwerk family also runs AKF bank financial group, Vorwerk carpet company and HECTAS property management group.

In Germany in the direct selling industry, years of rifle Vic occupies a position of "old". In Germany, the average family every three households, one household is a user of Vorwerk. Large multinational companies as a business around the world, Vorwerk in the world of direct selling enterprises performance ranks fourth, annual turnover of 3100000000 euros, about 21600000000 yuan.

The primitive accumulation of the Chinese market

In 1994, Vorwerk set up offices in China, started only a few people, sales did not sell a set of basic salary, a commission. With the market economy better, in 1996, Vorwerk home appliances manufacturing (Shanghai) Co., Ltd. was formally established, began to implement employee system. The company will Shanghai sales personnel assignment out market development, and other local market stability and then you come back. So slowly around the establishment of a branch, the Hangzhou branch in 1998 2000, Ningbo branch......

And Vorwerk into Chinese market and the Swedish music intelligence at the same time, the two sales and product are the same, but the employee background was different, it also produces a different result. Vorwerk recruit mostly laid-off workers, the Swedish music intelligence recruitment of students. Anti frustration ability stronger laid-off employees, has a strong ability of innovation and change, and soon surpassed the Swedish musical intelligence. Finally, the Swedish music intelligence direct was forced to pull out of the Chinese market, while Vorwerk has continued to grow and change.

From 1999 to 2007, the rapid development of Vorwerk, founded two or three, or even four or five branches, until now the seventy or eighty branches, one thousand or two thousand employees. Place the Jiangsu Zhejiang Shanghai, Liaoning, Guangdong and other better economic base, Vorwerk products in the market penetration in good condition.

Chinese enterprises into Europe, need to rely on strong product strength. While European enterprises to enter the Chinese, product quality natural be convincing markets. The Germans, especially engineers, R & D personnel, has always been the product quality as the most important factor. German manufacturing to excellent product quality to conquer the world.

Vorwerk group has five production bases in the world, are the total factory is located in the German UB tal Larkin and motor factory, is located in the French Croix Thermomix factory, located in the Chinese home appliance production base in Shanghai and Jafra in Mexico cosmetics factory.

In product R & D, Vorwerk has three R & D centers in the world: in Germany, Shanghai and Qingpu China rauenthal American Losangeles. As one of the world's production base Vorwerk, Vorwerk Shanghai factory also has the most advanced production equipment and strict quality management system, can be described as the "German quality, Chinese manufacturing".

In order to attract consumers, Vorwerk products implement combined sales. For example, the host motor cleaner can also be used for other products, including floor cleaning machine, waxing machine, all the products are also set down only ten thousand or twenty thousand money, price is not high. Therefore, in the economically developed areas, the market development of the situation is good.

Bottlenecks and opportunities

More than 20 years, Vorwerk in China will have been the experiential marketing to the end, knock on the door to the customer home product demonstration. Because the machine equipment is larger, in order to facilitate the sales staff to the customer home demonstration, each branch is equipped with a van.

But along with the development of Chinese social form, residential security is more and more strict, Vorwerk sales demonstration frequency decreased significantly. Consumers do not see the product effect, like a Kung Fu, couldn't make out. Development bottlenecks, to try and sell Vorwerk stores cooperation mattresses and other furniture, do after-sales service for customers, but this mode breaks through the effect is not ideal.

"Through the demonstration of goods sold less than 50%, the new consumer 40%~60% is old customers recommend, Shanghai this ratio as high as 60%, also higher proportion of Jiangsu and Zhejiang provinces," said a sales staff. "A high proportion of word-of-mouth sales in the description of product quality at the same time, also reflects the difficulty of the development of new customer of Vorwerk."

"A person's life, 50% of the time at home, 30% in the bed, it is very important to Home Furnishing environment. Research shows that, China stubborn clean control, is also a clean disposable all done just comfortable for people over 50%, in Germany only accounted for 37%. This illustrates the huge potential market Chinese." Vorwerk market sales manager said, "we have a broad market no mining."

Vorwerk soon focused to direct. Through conferences and the strict replication, can quickly promote products, expand the market. In September 1, 2013, has nearly 20 years of direct selling business experience, he has worked for Yu Yafang, Keti Ran Yongfu joined Vorwerk group, served as president Vorwerk China district.

Take a card set sail

In April 24, 2014, announced Vorwerk direct declaration for the website of the Ministry of commerce. After more than 8 months, January 7, 2015, Vorwerk officially received a direct selling license, take a card speed beyond the original vision of the company.

A few days later, on January 16th, a simple but lively celebrations in new office Vorwerk, celebrates the company: the company headquarters moved to double China and licensing ceremony.

Vorwerk headquarters moved to Shanghai, the most bustling commercial core of gold -- the Bund international plaza. The corresponding hardware and software environment will be greatly improved, employees work, learning, life also upgraded to a new level.

As Vorwerk 2015 development plan a big, Vorwerk China headquarters move supported by the German headquarters. Vorwerk group director Frank Van Oers, a valuable partner in the global division president Joerg Koerfer, Vorwerk Chinese area president Jean Yongfu and other executives attended, with many employees Vorwerk China headquarters and from all parts of the media, to witness this exciting process.

Vorwerk group director Frank Van Oers at the scene partner said in a speech: "Vorwerk business the main position in Europe and North america. From the center of gravity today Vorwerk will transfer to the Chinese from Europe and the United states. Here is not just Chinese continent, but the whole China."

"Vorwerk occupies the 1/3 in Italy and other European countries the market, but the current market share Chinese is less than 1/3000, the future China market potential." Vorwerk chairman and partner Frank Van Oers stressed in his speech.

Asked about the biggest advantage Vorwerk direct, Vorwerk Chinese area president Jean Yongfu again point to a product, "except for the top quality products, unlike many domestic Vorwerk direct selling enterprises, the current main products are Home Furnishing cleaning products, avoid the homogenization, the formation of the competitiveness of different."

Whether in the world or Chinese market expansion, Vorwerk reflects this thought is based products. On the basis of existing products, Vorwerk opens business, food and cosmetics cosmetics at present, has been sold in Europe and Latin america. According to the demand and development of China market, Vorwerk introduced intelligent robot cleaning machine, lithium battery handheld vacuum cleaner, glass cleaning agent of new products, the future will also be launched Food cooking machine Thermomix department.

"Now the marketing system is composed of the 'XX', to the team's formation and development, but its marketing nature does not change, direct bonus system after coming out, will usher in the real change. The system must make the straight camp system in existing staff to see good, willing to change." Vorwerk said.

At present, there are already more and more know Vorwerk and to join the sales force to seize the initiative. "Vorwerk European demonstration sales leader, excellent product quality, customer service. Share of the European market in contrast, Vorwerk China market space is very big, the future with unlimited potential." Someone has joined the Vorwerk direct veteran said.

"Now the sales team is technology oriented, profound strength. The introduction of talent is more external type and compound type. Different types of sales team will bring more opportunities for the Vorwerk vitality and, also will promote the sustainable development of the market." Vorwerk fusion of the direct selling and the existing traditional mode has certain thinking.

Vorwerk events

In 1883

Carle Vorwerk brothers created Vorwerk carpet factory.

In 1929

The invention can treasure upright type vacuum cleaner.

In 1930

Start Vorwerk direct sales model.

In 1949

100th million units can be sold Bao machine.

In 1994

Vorwerk in China, set up offices in Shanghai.

In 1996

Vorwerk Appliance Co. Ltd. established.

In 1996

Vorwerk Appliance Co. Ltd. established.

In 1997

Vorwerk Chinese first branch was established in Beijing.

In 1998

Vorwerk Kobold VK130 into the China market. At the same time, Vorwerk established Xiamen branch to enter the market in Southern China.

In 1999

Vorwerk Wuxi and Hangzhou branch was established, the Jiangsu Zhejiang Anhui market has obtained the fast development.

In 2000

China District home appliance production base Vorwerk group settled in Shanghai Qingpu industrial park. EB350 deep cleansing machine polished /PL515 listed. Vorwerk entered the Shandong area also extends northward to the three provinces in Northeast china.

In 2004

Koblod VK135 listed, the first use of HEPA level filter.

In 2005

The opening of a branch office makes Vorwerk into development of the central and western regions in Wuhan, Chengdu, Xi'an etc..

In 2010

Kobold VK140 listed, reluctance motor equipped with exclusive zero carbon emissions. EB360 deep cleansing machine /PB430 intelligent nursing machine listed.

In 2011

Vorwerk in Hohhot established branch, to open up the market in Inner Mongolia.

In 2013

Kobold VK150 listed, with the new EB370/PB430 and the original floor cleaning machine SP530.

In 2014

China Ministry of Commerce formally accepted direct application of the Vorwerk Chinese.

In 2015

Vorwerk obtain direct selling license, becoming the first direct selling license of German enterprises.

(original title: Vorwerk Direct Selling sailing Deep internal strength Numerous possible future)

Editor: Blue