Amica Group expands sales in China
The Amica Group is present in the markets of several dozen countries, including those where the appliances bearing its name might come as a surprise. Home appliances from the Polish manufacturer can even be bought in China. Recently, local B2B customers there can also see and test them at professionally arranged displays.
President of Amica Handel i Marketing Alina Jankowska-Brzóska, together with her colleagues, was a guest in late November in Shanghai, at an event organised by the Amica Group's business partner – Qingdao Gram Appliances. The occasion for the visit was the opening by this Chinese company of a Gram showroom – one of five (alongside Amica, Hansa, CDA and Fagor) product brands in the Polish Group's portfolio. In the Scandinavian market, its home market, it has been known since 1901, and in many others, including China, it is perceived as a very prestigious brand.
Showroom in Shanghai
Shanghai, the fourth most populous city in the world, is the third place on the map of China where Gram brand appliances, including ovens and hobs produced in Wronki, can be seen in a professionally organised showroom.
The Chinese value the quality of products from Europe, which are becoming popular on the local market. Chinese customers are increasingly willing to use ovens, which creates development opportunities for the Amica Group. We have excellent knowledge of the local market and we decided to take on the difficult challenge of building our own sales channel and expanding it, and in a country that is the largest manufacturer of home appliances in the world. In a way, we are entering the lion's den! During the gala I signed authorisation letters for another seven points across China where our appliances will be distributed– says Alina Jankowska-Brzóska, President of Amica Handel i Marketing. - The showrooms being opened in this vast country are of great importance for the interest in our products among B2B customers from various corners of China. We met representatives of these companies at a ceremonial dinner after the official opening in Shanghai, and we assess that their interest in our offer is constantly growing.
Concepts from the article
B2B — Business-to-Business / company to company. A business model in which a company sells products or services to other organisations. The decision-making process usually involves more people, a longer sales cycle, bidding and expert content.
Amica Group in China develops B2B sales channels
Why it matters: It forces different communication: the decision is made by a committee, the cycle lasts for months, and the content must convince an expert, not a consumer. Effective B2B marketing is knowledge and trust, not impulse.
When it is used: When selling to companies: expert content, long cycles, bidding, business relationships. Used in two areas: B2B marketing and as a business model (company-to-company sales).
What omitting it risks: Treating a business customer like an end consumer ends up as a campaign that shines but never makes it through the purchasing department.
Summary
The Amica Group, present in the markets of several dozen countries, is expanding sales in China. In late November, a showroom for the Gram brand, one of five brands in the Polish Group's portfolio, was opened in Shanghai. It is the third such place in China where B2B customers can see, among other things, ovens produced in Wronki. President of Amica Handel i Marketing Alina Jankowska-Brzóska signed authorisation letters for another seven distribution points across the country.
The Chinese are increasingly willing to use ovens and value European quality, which creates opportunities for the Polish manufacturer. However, the company is deliberately entering a market that is the largest producer of home appliances in the world, describing it as "entering the lion's den".
