“I think it’s enough to buy only one lamp in a lifetime. The trend of rapid update (high-return rate) in this industry is wrong. This is something we need to change, it’s about environmental sustainability.â€
This is what Jake Dyson said in response to how consumers meet the needs of product iterations. Jake is the son of James Dyson, founder of British home appliance manufacturer Dyson. In addition to this identity, he was also known for his invention in 2011 for up to $860, but can use 37-year-old lamps.
It took him nearly 10 years to study how to extend the life of LED beads so that they continue to emit a steady, soft, low stroboscopic light during use. The key to solving these problems lies in the heat dissipation system on the lamp.
Jake Dyson used a vacuum copper tube containing a drop of water and a set of LED beads to form the main part of the lamp. The water in the copper tube absorbs the heat energy emitted by the LED lamp bead. After vaporization, it conducts to the other end of the copper tube to cool, and re-condenses into a water droplet to return to the lamp holder. Through this cyclic process, most of the heat generated by the LED light is released, thereby extending the life of the lamp to 40 years, and maintaining the stability of the light from start to finish.
However, this light, called CSYS, did not have the warmth of its inventors as his father introduced the G-Force vacuum cleaner. Part of the reason is that people's fear of dust has not moved to fear of light instability.
In 2015, James Dyson purchased his son's lighting studio and officially incorporated the lamp into Dyson's product line, and set the price at $439. Jake Dyson and his lighting design entered more people. Sight.
The consumer feedback is: "Why do I have to spend more than 400 dollars to buy a $5 to play the same role?" "Although I like Dyson's vacuum cleaner, a lamp sells at such a high price, premium The composition is greater than its true value." "I don't really want to face a lamp that might last longer than I."
On September 14, 2017, Jake Dyson came to Shanghai to hold a product launch with three lamps he developed. These problems were also brought to the Chinese market.
At the show of these lights, several Dyson engineers gathered around the booth to explain in detail the principle of copper tube heat dissipation and the flexible rotation of the table lamp. “Generally speaking, when people take pictures with their mobile phones, they can see the strobe generated by the indoor lighting from their own screen.†An engineer pointed to a soft yellow aperture that the lamp dropped on the table and said: “But you can Turning on the light from the camera's camera against the light, you will find that its strobe is not so easy to detect."
“The companies I have surveyed with more than 20 LED lights are using the same method to produce and manufacture luminaires. In order to provide customers with product manuals with 5,000 products, they are stuck in solid thinking. But in fact, 5 products can be Solving the problem. So I think they are not thinking about lighting with new thinking, but thinking about a new technology with a traditional mindset," Jake Dyson said.
These statements are very consistent with Dyson's corporate advocacy approach, but do not help to dispel people's doubts about prices. After all, the difference in strobe is not a thing of the past.
Jake Dyson's lights are new to Dyson's sales list, and the company has already achieved some results in China. “Now the proportion of domestic users using overseas purchasing is about 10%,†said Michael Day Tod, CEO of Dyson China.
Dyson Experience Store at Shanghai Xingye Taikoo Hui
At the end of September, the Shanghai Nanjing West Road Xingye Taikoo Hui Dyson Experience Store, a row of "dust samples" (wood chips, salt, rice, coffee beans, breakfast cereal rings, etc.) of different diameters were placed in a row. The transparent glass jars are displayed on the wall. The clerk declares the digital motor and the double-layer radioactive cyclone in the machine, while removing a few cans of "dust" on the ground, allowing consumers to experience different forms of Dyson vacuum cleaners. The suction of dust.
Before Dyson officially entered the Chinese market in late 2012, some Chinese consumers had already approached the company's products through overseas purchasing channels – they were powerful, expensive, and scarce. After Dyson entered the Chinese market for some time, the new speed was slower than the UK or the US market. They introduced the product line as soon as possible, but there are still uncontrollable exchange rate differences, which makes it cheaper to buy a Dyson hair dryer in Hong Kong than in mainland China.
Dyson has great expectations for the Chinese market, on the grounds that the proportion of vacuum cleaners in the Chinese households is still low. According to the statistics of the consulting company Euromonitor in 2016, only 5.3% of Chinese households have a cylindrical vacuum cleaner. In China, a country with a large population, if Dyson can raise this ratio to 30%, it will be a considerable business.
It's all based on the persuasiveness of product performance. Compared with the vacuum cleaners that have been well received in the market, Dyson also got some questions after the launch of the hair dryer. In terms of knowing, some users wrote in the evaluation of the Dyson hair dryer: "Although the wind speed is larger, the thermostatic effect is better. Ok, but like a pair of gold chopsticks, it doesn't change the essence of chopsticks, but more like a well-made luxury."
The British company believes that it has few competitors in the same category. But in the more complicated Chinese market, the shape of almost all its products will be quickly imitated – for example, the D-531 cordless vacuum cleaner that sells the best on the Taobao and has the same shape as the Dyson cordless vacuum cleaner. 999 yuan.
Tomas Mark, Dyson China's marketing director, said his team is working to understand China's intricate social context. “Unlike in the UK,†Mark said: “In the UK we have a concept called Bar talk. You know what people are talking about in the bar, and you know what they care about most. In China, we study It’s Wechat talk, and people talk about it on WeChat, something we should know.â€
Editor: Yan Zhixiang
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