KOBOLD可宝始创于1929年的德国，始终坚持为现代家庭提供一站式的家居清洁解决方案。从吸尘到湿拖，地板除尘到床褥清洁，手动操作到自动工作，地面清洁到空气净化，希望为用户送去洁净、健康、舒适的生活环境。本届CBME，育儿网有幸邀请到福维克集团可宝事业部中国区销售总监Thomas Henningsson韩宁生先生，请他为我们介绍可宝的设计理念、传承精神和面对市场变化作出的应对策略。

　　育儿网：When mothers choose products for the family, the brand image and word of mouth influence their decisions. How can the brand and the products be used to gain the trust of mothers?

　　妈妈们在选择母婴产品时，品牌和口碑影响着购买决策，您觉得应该如何用品牌及产品的“诚”抓住妈妈的心呢？

　　Thomas Henningsson：The trust comes from confidence in the quality of our products as a professional brand in the cleaning industry. Since 1929, and the launch of our first vacuum cleaner in Germany, we have spent 90 years researching, and developing industry-leading cleaning products. In addition, we have the R&D, production, sales and after sales all within our own company, so we can make sure that on each step we can get the highest quality. This also contributes to the trust that our customers have in us.

　　我们的诚意来自我们对产品品质的自信，以及我们在清洁领域的专业性。自从1929年福维克可宝在德国推出台吸尘器至今已经度过了90年岁月，期间我们在家居清洁方面不断钻研，开发出行业的清洁产品。此外，从产品研发、生产、销售直至售后，每一个环节都是由可宝自主统筹管理，其目的正是为了确保可宝产品及服务都尽大可能做到。这也是可宝的诚意所在。

　　As a German brand, we focus on product quality and carefully design and manufacture each product. Kobold has won various world-class awards, such as the German Red Dot Design, the Plus X Award innovation prize, the Stiftung Warentest independent test champion and others. The Kobold HEPA filter bags have been certified by the German TÜV NORD as suitable for allergic people. Kobold's German quality is in the foundation of our brand and this allows Chinese mothers to trust us.

　　作为一个德国品牌，我们非常重视产品质量，并严谨地对待每一款产品的设计和制造。可宝在国际上获得过各种奖项，比如德国红点设计、德国PLUSXAWARD创新产品大奖、德国StiftungWarentest独立测评等。可宝博率™滤尘袋也获得了德国TUVNord认证，适合过敏人群使用。可宝的德国品质保证是我们品牌的根本，也是我们为中国妈妈带来的诚意。

　　Kobold pays much attention to the innovation of products and continues to improve the user experience. In addition to its reliable German quality and thoughtful product design, the brand has been a customer favorite for almost 100 years. Because of its reliable quality, the lifetime of Kobold`s products is incredibly long. Today, in Europe, many families use Kobold products that have been passed down generation after generation.

　　可宝十分注重产品功能的创新，不断优化用户的使用感受，再加上其优质可靠的德国品质和思虑周全的产品功能设计，令这个品牌历经近百年依然受到众多消费者的青睐和追捧。也正因为产品质量可靠，可宝的使用寿命很长，时至今日，在欧洲，甚至有许多家庭至今都在使用着代代相传的可宝产品。

　　Kobold has been in the market for almost a century. While other brands have launched different product lines, we have always focused on household cleaning. For that reason, we have more professional and better household cleaning solutions. Our professional solutions are worthy of the trust that Chinese mothers have in us.

　　可宝在市场屹立了近一个世纪，在其他品牌都纷纷推出不同的产品线时，我们始终专注于家庭清洁领域，也正因此，我们对家庭清洁问题有更专业更的解决方案，我们的专业度更值得聪明的中国妈妈们信任。

　　育儿网：Nowadays mothers` needs in products are changing. How does your company respond to these market changes, and is able to design and develop products that become popular with mothers?

　　新时代妈妈们的需求总是在不断变化，不断增加的，那贵企业是如何应对市场变化，从妈妈们的需求角度出发，设计开发出更受妈妈们欢迎的产品呢？

　　Thomas Henningsson：We have noticed that mothers hope to use cleaning products to create a healthy environment for children. For that reason, they are very particular about household cleaning and have strict demands for the cleaning equipment used. They want cleaning equipment that is powerful and benefits the health of children, but is also quiet enough so that it does not disturb babies that might be sleeping. At the same time, the pace of life is becoming faster, most Chinese mothers need to take care of both family and work, so they need a cleaning solution that saves time and saves effort.

　　我们观察到，妈妈们非常希望能够通过家居清洁产品让孩子生活在洁净健康的家庭环境中，因此她们对家居清洁的要求更细致，对清洁设备的要求也更高更苛刻，不仅要拥有强大的清洁能力为孩子们的健康保驾护航，也要足够安静不影响到宝宝的睡眠质量。同时，现代生活节奏不断加快，大部分中国妈妈需要同时兼顾家庭和工作两方面，因此，她们还要求家居清洁产品能够省时省力。

　　[Health] Kobold`s vacuum cleaners have a strong suction power and can perform deep cleaning. They provide an efficient and thorough cleaning solution for hard surfaces, carpets or fabrics, they help users to remove bacteria, dust mites and other harmful particles hidden in fabrics like carpets, protecting children from these pollutants. Kobold continues to use the HEPA filter bag design, this multi-layer filtration structure avoids secondary pollution, and holds back fine dust particles and allergens, ensuring the health of children. In addition to remove dust mites and allergens, the Kobold Air Purifier AP260 ensures clean air in the home. Aside from the usual 3 layers of filtration, it has a 5-stage filtration, is equipped with plasma air purifier technology and the HEPA-AKTIV system to improve purification performance and benefit children`s health.

　　【健康】可宝吸尘器拥有强劲的吸力和深层的清洁能力，能为硬地、地毯亦或是多种织物表面带来高效透彻的清洁效果，帮助用户有效地吸除附着或隐藏在地毯等织物纤维中的细菌、尘螨等有害物质，保护家中孩子远离这些污染物。同时，可宝坚持采用博率TM滤尘袋设计，可将细小尘埃和过敏原牢牢锁住，层层过滤避免排气污染，并确保清理时不会产生扬尘与二次污染，保护孩子们的呼吸道健康。除了能够有效应对家中的尘螨和过敏原，可宝Kobold空气净化器AP260能够为家中的空气环境保驾护航。它采用五道过滤技术，在通常的三道滤网外更搭配了光催化氧化技术和HEPA-AKTIV技术，提高了净化性能，能够有效地守护孩子的呼吸健康。

　　[Saves Time] Kobold provides a comprehensive cleaning solution to help parents save time. For example, this year Kobold launched the new SP600 DuoClean that vacuums and mops at the same time. The 2-in-1 system makes it easier to clean and helps parents save time.

　　【省时】可宝拥有多款功能全面的家居清洁产品，能够帮助父母们节省打扫时间。例如，可宝今年新推出的Kobold 吸拖一体吸头 SP600，可以让父母们在打扫时更加方便，其“先吸后拖”的二合一功能能够让清洁更省时。

　　[Saves Effort] Kobold`s easy to use design helps to save consumers` effort when cleaning. For example, the upright design that Kobold has always used, combined with the flexible brush allows mothers to clean easily without having to bend. At the same time, the design has a lower center of gravity, which makes it lighter and easier to use.

　　【省力】此外，可宝人性化的产品设计，可以帮助消费者们在使用时更加便捷省力。例如可宝一直以来采用的直立式设计，配合灵活的刷头，使妈妈们操作时无需弯腰或使劲，轻松推动就能完成清洁。同时其机身采用重心下沉的设计，减轻使用者手部的负重，使操作更省力，更流畅。

　　[Quiet] The Kobold VB100 Cordless Vacuum Cleaner pays much attention to noise level. Under the lower brush speed on the carpet the noise level is 75 decibels, and on hard floors 77 decibels. Mothers can use it confidently even when the baby is sleeping.

　　【安静】Kobold 无线吸尘器 VB100在噪音处理上花了许多心思，其在低速运转模式工作下，在地毯上的噪音仅有75分贝，硬地也只有77分贝，即便是在宝宝睡觉的时候，妈妈们都可以放心的使用。

　　育儿网：The generation born after the 90s has become the most important customers in the mother and child market. The consumption upgrade and the change in their ideas regarding raising a child have promoted the rapid development of the market. Considering these changes, what is the brand strategy?

　　90后新生代妈妈已成为母婴市场的主力军，随着他们的孕育观念和消费行为的升级，推动了母婴市场的快速发展，面对变化，品牌有做哪些应对策略呢？

　　Thomas Henningsson：In the face of the changing Chinese market, Kobold has a long history of being open to change, it continues to innovate and develop new products, as well as improve its sales channels.

　　面对日新月异的中国市场，拥有厚重历史沉淀的可宝在产品研发及营销模式方面也适时地展现了品牌拥抱创新与改变的灵活与弹性。

　　Kobold is constantly improving and innovating its products. For example, nowadays consumers are busy with their personal lives and work, especially young mothers, who have to work, take care of their families and children, making the time they have available for cleaning very limited. For this reason, they need a convenient and efficient vacuum cleaner. In 2018, Kobold launched its first cordless vacuum cleaner VB100 to meet market demands. First of all, it has Kobold`s strong suction power, which not only helps to create a healthy environment for the family, but also greatly reduces the time mothers spend cleaning. The upright design makes it feel lighter, and the flexible brush makes it even more convenient. It combines cordless design, long battery life, and a replaceable battery, allowing you to clean whenever you want without having to wait for it to charge.

　　首先，我们始终跟随市场的变化和消费者的需求进行产品改进和创新。例如，现在大多数的消费者几乎都是生活工作两头忙，尤其是年轻的妈妈们，她们不仅要兼顾工作和家庭，还需要在照顾孩子的同时享受自己的时间，可用作清洁的时间非常有限，清洁不彻底和打扫费时费力是她们普遍所面临的难题，因此她们更加需要一款便捷高效的吸尘器。基于用户的需求，我们于2018年推出了可宝首款Kobold无线吸尘器VB100。首先，它拥有可宝产品一贯的强劲吸力，不仅可以为家人创造健康的生活环境，还大大减少了妈妈们花在打扫上的时间。直立式设计让操作更省力，同时搭配灵活的吸头妈妈们只需要轻松推动就能完成清洁。特别的是，它将无线设计、超长续航、可替换式电池等特点融为一体，让清洁不受时间和地点的限制，更不用花费时间等待充电。

　　In addition, we value the feedback from our customers and focus a lot on our products’ upgrade and renovation to meet the real needs from the customers. The product, SP600 is the update of an old product, compared the old one, both its cleaning effect and operation have been improved. It is a 2-in-1 vacuum and mop that helps users save 50% of cleaning time with a fast mopping solution. It automatically makes the floor wet with a controlled water release so that it quickly dries after cleaning, and mothers can safely allow children to play on the clean floor.

　　此外，我们注重消费者反馈及产品的优化升级，今年刚推出的Kobold 吸拖一体吸头 SP600（需搭载于直立式吸尘器VK200进行使用）就是基于老一代产品所作的升级优化升级，相对于老款产品，该产品不仅提升了清洁效果，更优化了操作的便利性。它拥有“先吸后拖”的二合一功能，通过高速往复擦拭的方式清洁地面，可以帮助用户节省50%的打扫时间。同时它新增自动湿润功能，出水均匀，清洁后地面可快速干燥，这样妈妈们便可以放心的让孩子们在清洁过后的地板上玩耍奔跑。

　　Aside from changing product demands, mothers` spending habits have changed considerably. Kobold`s sales method focused on product experience has received excellent feedback all over the world, and today, with the increasing popularity of the Internet, Chinese consumers, especially the generation of mothers born after the 90s, have the habit of purchasing on online sales channels. Therefore, Kobold has started to combine online and offline channels, on Jingdong, Tmall and also shopping malls. This year, Vorwerk China also started a strategic partnership with Alibaba to build a new retail solution for Kobold. This cooperation will improve the relationship between our sales advisors and users, it covers our whole advisor network, enabling efficient management in payments, logistics and after-sales services. It provides consumers with a personalized and high-quality retail experience.

　　除了产品需求的变化外，妈妈们的消费习惯也有了很大的改变。产品体验式营销模式作为可宝固有的推广方式在全球范围内都曾收获了良好的反响，但在互联网盛行的今天，中国消费者，特别是90后妈妈更倾向于在各种电商平台进行消费。因此，可宝率先布局线上线下渠道，接连开通了京东、天猫以及官方商城。今年，福维克中国还与阿里巴巴集团达成新零售战略合作，以可宝为核心共建了专属的新零售解决方案。它强化和保障家居健康顾问和用户的专属对应关系，实现并覆盖从家居健康顾问的市场推广、时间管理、订单支付、产品配送及售后服务等全域场景下的互联互通。为消费者提供一店式，高质量和无界化的个性体验。