At 19:30 on the evening of November 1, Xinfei Electric Appliance released a new cross-door product of its high-end brand LIBRA online, and the press conference was broadcast live online by the State Grid of China, Xinxiang Daily and other media. This is another brand event after Xinfei launched the independent operation of the LIBRA brand at the Shanghai AWE (China Home Appliances and Consumer Electronics Expo) in March this year. Liu Bin, deputy general manager of Xinfei Electric Appliances, elaborated on how Xinfei thinks about high-end brand operations, how to carry out product research and development to meet consumer demand, and released LIBRA's first newly built counter-opening product BCD-561WG9A, and the conference also released two xinfei brand's two-door refrigerator products.
Liu Bin, deputy general manager of Xinfei Electric Appliances, pointed out at the press conference that the core of high-end brands is to meet the needs of consumers, the basic principle is to rely on sincerity and integrity to win the market, with products and services formed by the word of mouth to win consumer recognition, this is a long-term process, need to have enough perseverance and patience, any short-sighted behavior will bury themselves. In the future, for the young population, there will be more and more technology consumers, and technologies and products that cannot withstand the test will soon have no market.
LIBRA already has four elements for the development of high-end brands
Liu Bin believes that a high-end brand should have four major elements: gene, initial intention, perseverance and patience. The first is to have the genes to do high-end products, the brand's thinking should adhere to the value-added, adhere to technological innovation, adhere to the direction of industry leaders to develop, rather than indulging in low-latitude competition. Since its inception, Xinfei has insisted on starting high, and has had many brilliant success points in the past thirty years, and has achieved many national and even leading achievements in the world. Therefore, Xinfei has the first element of high-end brand development and has a development gene. What Xinfei needs to do is to inherit and innovate, adhere to technological innovation, adhere to product orientation, adhere to the integration of Xinfei's advantages technology with the times, especially the comprehensive sterilization technology that has been nearly 20 years.
The second is the original intention, the original intention of Xinfei to serve consumers with excellent products. In today's international situation, Xinfei responds to the call of the state, adheres to consumption upgrading to promote the development of the internal cycle of the economy, combines development strategies, and adheres to product upgrading, industrial upgrading and brand upgrading. Xinfei's investment of 1.05 billion yuan in the high-end intelligent industrial park with an annual output of 4 million units is a proof of Xinfei's original intention to do a good job.
The third is perseverance, enterprise development has never been a smooth road, as a 38-year -- "old enterprise", Xinfei's goal is to carry out technology research and development work and product development work around the two aspects of "home" and "refrigeration", and provide related services. As long as the direction is identified, it will not waver, Xinfei from 2002, adhere to the "sterilization" route unswerving, technology and product development, not only listed more than 100 sterilization refrigerator products, but also made a significant contribution to the construction of national standards for sterilization refrigerators, at the same time, the development of new sterilization technology is still in continuous iteration, 2022 new sterilization technology, not only in terms of functionality has been greatly improved, there are breakthroughs in experience and intelligence.
The fourth is patience, Xinfei is very cautious about the development positioning of the LIBRA brand, reflecting two words - "respect". Respect for "high-end" requires products to be excellent enough to be listed; respect for the "LIBRA" brand requires that products must be products with strong functionality and high degree of wisdom; respect for the national brand of "Xinfei" means that products must uphold the excellent genes of Xinfei high quality.
Libra and Xinfei dual brands operate together, and the product lines are clearly distinguished
From the date of libra release, Xinfei decided to enable dual-brand operation, of which LIBRA mainly targets the domestic high-end market, accurately meets the upgrading needs of consumers, and provides better products and services; Xinfei brand is for the market at all levels, providing high-quality and cost-effective products covering all consumer groups.
First of all, whether it is LIBRA or Xinfei, it will inherit the "sterilization" gene of Xinfei and always be committed to the research and development and design of consumer health products.
Secondly, in terms of technology, LIBRA will use the most advanced technologies developed by the company, including sterilization, refrigeration, materials, intelligent control and other aspects, not only requiring excellent performance of products, but also requiring consumers to be able to experience the industry's most advanced technology for the first time. In terms of sterilization technology, LIBRA's full line of refrigerator products will match the products that have passed the sterilization certification (CQC+) of the China Quality Certification Center.
The main products of the Xinfei brand will also be equipped with Xinfei's triple and quadruple sterilization product technology, which can vigorously remove odors in the decomposition refrigerator while sterilizing.
High-end sterilization has once again broken through to achieve seven major health benefits
LIBRA folio refrigerator adopts Xinfei's unique patented technology, covering 3 invention patents, 8 design and technology breakthrough patent technology, which can be described as a five-fold upgraded version of sterilization and preservation technology. It has achieved seven major effects, such as extremely fast 9' odor removal, full-space sterilization and mildew prevention, ethylene and anti-ripening, pesticide residue reduction and pollution prevention, disease removal and infection prevention, slow breathing and growth, and active oxygen preservation.
The real-time display of the sterilization process is realized, so that consumers can know whether the current sterilization is complete. After testing, the LIBRA sterilization refrigerator has a sterilization rate of 99.8% for Staphylococcus aureus and 99.78% for E. coli, which is a real sterilization and preservation refrigerator.
Innovative technology is complemented by libra 561WG9A
In addition to the core wisdom of the five-fold sterilization technology, LIBRA's new high-end folio doors are carefully crafted from the appearance to the details, and take care of the overall needs of consumers with intimate design.
The advanced nanocrystalline bead process matches the natural raw ore and natural crystal ore body materials, and the multi-layer process panel is polished by more than 20 deep processing technologies, with tens of thousands of exquisite small light beads, and the touch is textured. At the same time, it also features a magical 3D naked-eye visual feast, which is pearlescent and sparkling under the lights. It also has five characteristics of scratch resistance, fingerprint resistance, super stain resistance, antibacterial and bacteriostatic, and easy care, especially the antibacterial and bacteriostatic function, which is the perfect integration of Xinfei sterilization technology. Because the refrigerator is in our family, most of the situation is not used by one person, so the surface antibacterial is particularly important, the use of antibacterial and bacteriostatic materials, effectively avoid contact with the outside of the refrigerator cross infection.
At the same time, this is a product that includes the clean taste of the whole space including the sterilization of the freezer, which can achieve the effective clean taste of the freezer and ensure that the freezer does not string the taste. The uniformly cooled metal backplane increases the refrigeration speed by more than 60%, which is the configuration that some high-end brands do not have. The large volume of 561L can meet the daily storage needs of multi-family families, with the largest freezer in the same volume section of the open door refrigerator, the large freezer of 208L is equivalent to a vertical large freezer, easy to stock goods without pressure.
Quadruple sterilization new product + replica product "Donkey Kong" and then set off a classic trend
At the same time, 2 models of Xinfei brand's gate products were released at this press conference, according to the company's technical route planning, Xinfei brand products will be fully equipped with quadruple and triple sterilization technology. Quadruple sterilization is a new integrated sterilization and preservation technology promoted by Xinfei in 2022. One of the first PES + quadruple sterilization door refrigerator 558WG9A, from the function, equipped with "high concentration of negative ions + superoxide + ultraviolet + catalytic decomposition of pure taste module" quadruple combination technology, in the sterilization at the same time can strongly remove the odor in the refrigerator, for food to create a fresh storage space, with quality level sterilization of the net taste life. It is worth mentioning that Xinfei BCD-558WG9A, with the blessing of quadruple sterilization technology, integrates Xinfei's unique multi-spectrum natural fresh technology to provide a more comfortable growth and storage environment for fruits and vegetables, and truly achieve long-term preservation and nutrition without loss. This product has the best combination of "sterilization + clean taste + multi-spectrum natural freshness", which can be described as a model of Xinfei quadruple sterilization products.
The design of "R40 big rounded corner" and "runway type handle" is one of the most classic shapes in the history of Xinfei products, which was once popular throughout the country after listing, and was deeply loved and recognized by consumers. Today, Xinfei pays tribute to the classics with innovation, integrates these iconic design reproductions of Xinfei into the products, and enters the public vision with the strongest posture. This BCD-556WK9A launched at this conference, 556 liters of PFD net taste double door refrigerator, known as "Donkey Kong", all aspects of performance is too superior, the popular retro type appearance is elegant and elegant, equipped with PFD net taste function, effective net taste fresh air, long-lasting freshness. With double frequency conversion 1 level energy efficiency, 208L large freezing space, with 7 kg of freezing capacity, can be described as "deep internal power". At the same time, refrigeration and freezing are 2+2 large drawers, and the space layout is intimate and practical. The pricing of this "Donkey Kong" is only 3499 yuan, which can be described as a sincere return to customers.
LIBRA has become a powerful tool for Xinfei to consolidate the high-end market
From a series to an independent high-end brand;
From the brand's genes and original intentions, to the perseverance and patience to move forward;
More than 24 months from R&D to marketing of polished products;
From the upgrading of sterilization technology and the application of the latest technology;
From the development of large volumes of refrigeration to the improvement of refrigeration speed and uniformity;
From the polishing of panel details to the landing of advocating the concept of health;
Every detail highlights the determination of Xinfei to create the best products, develop high-end brands, and promote consumption upgrades, and is also a weapon for the national brand Xinfei to consolidate the high-end market, and the successive listings of LIBRA brand series products will open the prelude to the comprehensive rise of domestic home appliance brands, and plug in the wings to help Xinfei develop rapidly.