Brand name: teron, italy
Founded in 1902
Founders: the delongs
General manager of the board of directors, zong yongping, zhao dynasty
Headquarters location: treviso, italy
Brand concept: la dolce vita
It's a brand story
Some say, “you want to understand italy, starting with the culture of coffee”, and around 1901, thanks to the wave of innovation of the european industrial revolution, the first generation of condensed coffee produced by machines was born. Even though the machine at that time and today's coffee machine look different。
By 1905, desidero pavoni had bought the patent and invested in the production of the first commercial espresso machine: ideale。
The drums had no contact with the coffee industry。
Delonghi began "starting up" from a workshop, and in the 1950s the drum group was formally established to supply parts of heating systems to other companies. In the 1970s, companies began to introduce their own brand products and have now become transnational groups for the design, development, production and sale of medium- and high-end living appliances。
The drum group is named after its family name "dron" and is based on the traditional italian entrepreneurship. In europe, the dron is a symbol of excellence in italy. As a company, dron focused on the quality of the product and was more committed to bringing italy's philosophy of life, creativity and way of life around the world。
As the core of the drum group's global business, the drum fully automated coffee machine can meet different scenarios and serve as a professional coffeemaker in various locations, including homes, offices, events, etc., allowing millions of consumers around the globe to taste the taste of coffee。
The company:
De longhi indicated an increase of 37 per cent to 3,221. 6 million euros in business income in 2021. The net profit was euro311. 1 million, up from 55. 4 per cent over the same period, rising from euro201. 0 million last year to euro311. 1 million today。
Market environment:
The global coffee machine market, which reached $15. 34 billion in 2021, is expected to grow to $20. 6 billion by 2028, with a compound annual growth rate of 4. 3 per cent. At the domestic level, the sales of coffee machines rose for six consecutive months in 2022, with a growth rate of more than 200 per cent in comparison to the same year, and the coffee machines became “high-end new demand” for small household electricity。
The brand strategy:
:: brand positioning: the international brand of small household electricity
Target population: high-income groups 20-40 who love coffee
• price strategy: 500-7,000 yuan yuan (with different performance rates)
• channel strategies:
Underline: there are currently 159 shops in china's major cities (separated by type of flag, experience, retail)
Online access: available through skycat flags, kyoto flags; also via "dron coffee l"A kink' program looks at different ways of making coffee drinks。
:: product strategy: mainly divided into the italian coffee machine series (e series, honour series, alcohol series, pleasure series, etc.), kitchen cooking series, home cleaning series, etc
Core strengths:
(1) product abundance
From the cheapest of less than 70 euros for nestlé edg 305. Bg mini me café, to more than 1,000 euros for the dragon esam6900. M, there are multiple coffee machines available for consumers。
This is due to the fact that the delon coffee machine places extra emphasis on the experience of different layers of use, and that for the student party and new people in the workplace, the entry-level semi-automatic coffee machine is more expensive than the coffee that allows them to enjoy, while also enjoying the pleasure of making coffee; for white collars and freelancers, the "hospitable" series of coffee sets, which exempts them from waiting for out-of-sale distributions and queues, a key of coffee of the same quality makes the experience and enjoyment of coffee easier; and for "semi-professional" coffee lovers, there is also a higher-quality coffee machine in the telon e series, which has more automatic methods of making coffee, as well as the ability to control the flow of coffee to use different types of coffee materials, which can be described as satisfying the demand for coffee and coffee machines on all levels。
(2) artistic population table
Although it was only in 1990 that the first pump-pressure coffee machine was developed by the drum group, the modern 100-year reputation of the drum coffee machine was created by the higher pursuit of quality and fine design inherited from the first craftsman's workshop to the subsequent brand of electricity. On the internet, on the coffee machine list, whether it's a hot market, a brand or an upswing, delon is much more concerned than a track product。
Moreover, as an italian family-owned listed company, telong focused on the development of a 100-year history of the production of household electric products, with a perfect combination of entrepreneurial passion and low-profile practicalism to shape a unique style of its business operations. The innovative technology of the italian coffee machine product, which provides consumers with a unique italian taste, is blended with high-quality functions in innovative products, developing products in an internationalized perspective that caters to consumer groups in different cultural contexts and living environments, and by now the dron has achieved a home-based branding effect。
The brand strategy:
(1) looting of the chinese market
In 2005, the dron group began opening up the chinese market. Today, the distribution of telong’s branded products has long covered the entire country, particularly in the area of coffee machines, and can be described as an absolute leader in the market, becoming a new trend leader in electricity in china, and bringing home to chinese users, through a highly functional and well-designed product, the iridian coffee experience。
Drum doesn't seem satisfied, however. The reason for this is that they believe that china’s coffee machine market is large and worth sustained excavation, and that china is even, to say the least, a relative “gaps market”。
Because of the importance attached to the future development of the chinese market, in 2018 the dron group decided to separate the chinese market from the former asia-pacific market and to establish a large and china-wide region. Despite the enormous space available in the chinese market, the difficulty of opening up the chinese market is also evident. “coffee consumption is divided into social and beverage consumption. The coffee market in europe and the united states has now moved from social consumption to beverage consumption, and despite the hotness of the coffee market in china over the past two years, it is still in its early stages — the social consumption phase. So, in order to truly win the favor of chinese consumers, telong has to face up to the needs of more young chinese people, which requires both functional improvements in products and changes in product design itself。
(2) crossing the cross-border race
Over a 120-year-old history, the "cross-border and circle" has been accompanied by the development of brands, with the telong coffee machine being one of the most representative product lines。
In order to realize the concept of "cross-border marketing", telong has organized a number of different creative circles in recent years, such as the honours of the founders working with the gold award, the love manual short film series with the elle fashion, the song of art life with artists, the shanghai fashion week, and the creative coffee specials with chinese barbers, which have not only boosted international coffee flows, but have also achieved considerable success in the commercial market。
Once again, in september 2022, drum, in collaboration with the shanghai east museum of fine arts, launched an italian renaissance tour on the theme "bringing back italy's treasures " , which allowed viewers to enjoy their work while also enjoying pure inspirational coffee. The exhibition was accompanied by the distribution of the new italian collection ec9155 semi-automatic coffee machine。
On the night of the event, zong yanping, director-general of the dynasty and china district of dynasty, came to the scene and invited the founders of the shanghai-renowned video producer, monk g, and the xinjiang art space & yi-style artist, the renowned artist/renowned artist of the art, miyuki, to open a live broadcast at the east one gallery to tell the story behind the brand。
Translation:
Breville pelican: the breville pelican company was established in sydney, australia, in 1932 and is currently engaged in the design, development, production and sale of small kitchen appliances, listed companies. Through nearly 80 years of innovation and development, the consortium has developed into an influential producer of kitchen power。
Philips: philips electronics is one of the world's largest electronic brands, with europe at the top. The world is leading in the areas of colour television, lighting, electric razor blades, medical diagnostic images and patient custody instruments, and monochip television products. With 166,500 employees, philips is active in more than 60 countries in areas such as lighting, consumer electronics, household appliances and medical systems。
