At 7:00 pm on March 30, 2022, Boss Appliance launched the live broadcast of "2022 Boss Appliance China New Kitchen Technology New Products Conference" on all platforms, and at the same time launched a series of heavyweight new products, including a new generation of high-performance integrated cooker, ultra-thin near-absorbing hoods with brilliant colors, high-capacity steaming, grilling and frying all-in-one machine, large enameled series, chef's high-end desktop Intelligent color screen steam grill micro-fryer, the industry's first integrated washing machine Amazing s1, Chuan series of gas water heaters and will cook the refrigerator, etc., highlighting its ambition to expand categories in the field of kitchen appliances. 

In fact, the boss appliances from the past "big suction hood" positioning, and constantly broaden the category track, and achieved remarkable results.

The synchronized update also includes the brand core of Boss Appliance. After a deeper branding process, Boss Electric has refined "enterprising" into its latest brand attitude and launched a new communication slogan: "Let the technological kitchen start from a higher point".

I. Category expansion to broaden the track and win business dividends

In 2021, under the continuing global environment, intensified pressure on raw material costs and other tests, Boss Appliance still bucked the trend and maintained a high growth rate of more than 20%, and the three major categories of range hoods, cookers, and steaming and roasting machines achieved the leading share in the industry. The hood and cooker have been the global sales leaders for seven consecutive years, and the dishwasher category has also achieved the lead among domestic brands in the retail channel for the first time. At the same time, Boss Electric also achieved global sales leadership in large cooking kitchen appliances for the first time in 2021. All the achievements show that Boss Electric is evolving from a global leader in range hoods to a leading global brand in cooking appliances.

Not only that, Boss Appliance is even more fruitful in product innovation, more than 50 products in all categories have completed the iterative upgrading, and led the industry to release the revolutionary epoch-making products such as double-chamber large suction hoods and the Creator Series.

In the past, Boss Appliance was a household name and a leader in the range hood category, which was also the first impression most people had of the brand. The recent launch of a series of new products is a dazzling achievement of Boss Appliance's continuous cross-category expansion, and it also means that Boss Appliance has a clearer plan for the future, and the brand is about to enter a brand-new stage of development.

Second, in-depth interpretation of culinary creativity, focusing on the growth of brand power

In fact, the main brand strategy direction of Boss Appliance has hardly changed much, such as focusing on cooking, adhering to the technology empowerment to help cooking, and always communicating cooking creativity. However, the change that can be clearly seen nowadays is that Boss Appliance has sculpted its brand core more finely, and its brand expression and value proposition have also become more visible in the process.

In the past brand development process of Boss Electric, the existing brand DNA of big suction hard power labeling, hardcore temperament, practical craftsmanship, and male persona have formed the spirit of scientific researchers and the engineer culture of Boss Electric, whose eternal pursuit and spirit of faith is precisely "creation".

At the same time, Boss Electric also realized that respect for science, enterprising, courage to explore, dare to be first, and cultural confidence are also the socialist values that characterize contemporary China. Science and technology are the foundation of a strong nation. As a leading brand of kitchen appliances, Boss Electric has been focusing on the cooking track for 43 years, and it is even more important to lead the development of the kitchen appliance industry with science and technology in the future. As Boss's brand-new communication slogan: "Let the starting point of technological kitchen be higher", Boss Appliance takes the high point of the industry as its own starting point, and achieves the ultimate in the technology and professionalism of kitchen appliances.

Therefore, in terms of brand expression, Boss Appliance has condensed a key attitude of "enterprising technology forward". This is by no means a verbal boast or paper talk of Boss Appliances, but rather a source of conviction that Boss Appliances has constantly surpassed itself in countless explorations and breakthroughs.

Moreover, Boss Appliance's "Sharp Advancement Technology Forward" is not just about pursuing the latest technology, but rather, it is about studying the relationship between cooking and technology to stimulate each user's "cooking creativity" after gaining a deeper understanding of the user's emotional needs.

Boss Appliances believes that cooking is the most approachable creation in daily life and the kitchen is the most creative place in the house. The Chinese kitchen carries the culinary creativity and life philosophy of the Chinese people. Here, the curiosity and imagination of cooking need to be satisfied with technology. Boss Electric perfectly combines technology and cooking, making cooking easier and more innovative through the power of technology.

It is worth mentioning the core creative expression of this campaign - the ladder. Leo Burnett, one of the most famous advertisers, once said, "Reach for the stars, even if it's futile, it won't cause a handful of sludge". The rise of the ladder is a metaphor for Boss Appliance to make the starting point of technological kitchen higher and higher. Boss Appliances' new kitchen, new technology, is the ladder leading to this creative space.

In this brand campaign, Boss Electric wants to convey a younger and sharper brand image, so for the first time, it has teamed up with stand-up comedian Pang Bo. Pang Bo, a programmer who graduated from Shanghai Jiaotong University, has a famous three lines of code in space, which is widely circulated, and his image as a strict and highly educated man of science and technology is deeply rooted in people's hearts. At the same time, as a stand-up comedian, Pang Bo is a strong-mouthed king who easily outputs humorous segments that make the whole audience laugh, which is very popular among young people. Not only that, Pang Bo's life is also based on his love of cooking to make a comprehensive grasp, not lack of temperature and demeanor. Highly knowledgeable but not cold, this is in line with the brand image that Boss Electric wants to create.

In the "Pong's Cooking Secrets" talk show, combined with Pong Bo's cooking brainchild, it depicts a scene full of technological cooking fantasies, triggering users to explore their curiosity and whimsical ideas about cooking.

A tech-savvy culinary vision

Pang Bo makes a second appearance to visit Boss Appliance's technological kitchen. The brand blockbuster "Stairway to Heaven" is not only the voice of the brand proposition, but also the brand responds to the users' curiosity of cooking with a technological kitchen cooking show by a man of science and technology.

The movie unfolds with a creative cooking show between Pang Bo and Boss Appliance engineers. As the two of them walk from the modern technological kitchen to the future conceptual showroom, it gradually presents Boss Appliance's imagination for the future of China's new kitchens, and technology always walks in front of imagination.

A Techie's Tech Kitchen Creative Cooking Show

The online technology new product launch is a further interpretation of the brand, how to use the hard power of science and technology to implement in the product, the cooking whims into reality. Each product released by Boss Appliance defines what a Chinese kitchen should look like, and each technological breakthrough brings the industry standard and user experience one step further. Boss Electric makes the starting point of technological kitchen higher, and the space of cooking creation will be freer.

As the industry leader, Boss Electric keeps surpassing itself already at the top with creation after creation and generation after generation of new products.

Last but not least, we would like to share a message from Mr. Yip Danpeng, CMO of Boss Appliance, at the launch event:

"For 43 years we have been asking and answering questions about the kitchen. We believe that there are so many possibilities in this small space of a few square meters. Technology can not only explore the truth beyond life, but also the beauty of life. Curiosity never dies, exploration never stops.

Our great nation, it is with science and technology self-reliance and self-improvement, do not wait and do not rely on the spirit of do not want, the country will be prosperous and strong. It is with the power of collective struggle and enterprising in the century of change that the Chinese nation will move towards great rejuvenation. This creative spirit of continuous breakthrough is not only the pulse of this nation and this era, but also the firm belief of every person, every industry and every enterprise.

In this era of the rushing river, we are all creators with dreams in our hearts, running for each other's heart's desire and working hard for common expectations. It is also the important value of cooking to Chinese people and human civilization that constitutes the driving force for Boss Electric to flourish forward and never stop.

Beyond the past, it is even more important to open up. Today, Boss Electric stands at a new starting point, and in the journey towards a world-class century-old enterprise, we hope to create greater value for the society and lead the development of culinary civilization with the technological innovation of continuous self-breakthrough."

As the No. 1 leading brand in the kitchen appliance industry, Boss Appliance has been sharpening its focus all the way through its 43 years and has never changed.

We believe in moving forward with technology and always practice the spirit of the creator.

Behind the belief in helping culinary creations is the power of pragmatic and rigorous scientific and technological excellence.

Just to create all the beautiful desires of human beings for kitchen life.

Today, Boss Electric is once again at the top of the industry's technological power.

Creating a new kitchen in China.

Let the tech kitchen start a little higher.

Expect more surprises from Boss Electric in the future!