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In 2017, China’s refrigerator market experienced a shift from rapid growth to a more stable phase. According to data from Aowei.com, by November, the offline market size for refrigerators reached 65.55 billion yuan, marking a 4.1% year-on-year decline. Despite this overall downturn, Bosch Appliances stood out with impressive sales performance. While the industry faced challenges, Bosch managed to boost its turnover by up to 20%, significantly outpacing the industry average. The brand became one of the fastest-growing in the offline market, alongside Siemens. On the online front, Bosch also made waves, with double-digit growth during key shopping events like Double 11, securing a top position in the refrigerator category.
This success came as Bosch celebrated its 50th anniversary globally and its 20th year in the Chinese market. The company's strong performance was driven by its focus on the ongoing consumer upgrade trend. By emphasizing innovation, advanced technology, and premium quality, Bosch successfully captured the attention of high-end consumers who value both function and design. The brand’s commitment to a “consumer-centric†approach ensured that its products not only met but exceeded expectations.
The rise of the consumption upgrade wave created new opportunities for Bosch. High-end refrigerator models, which cater to those seeking superior quality, saw increased demand. As Mr. Wang Weiqing, Senior Vice President and Chief Sales Officer of Bosch Home Appliances (China) Co., Ltd., explained, the brand has consistently focused on the high-end segment, using technological advancements and premium materials to meet diverse consumer needs. Every detail of Bosch’s products reflects its German engineering excellence, contributing to its strong reputation among discerning buyers.
Mr. Jia Bin, Vice President of the Refrigeration Division at Bosch Home Appliances Investment (China) Co., Ltd., highlighted the brand’s dominance in premium price segments. In 2017, Bosch held over 60% market share in the over 11,000 yuan range and more than 70% in the 13,000 yuan and above segment. This success was attributed to the brand’s ability to deliver what consumers truly wanted—quality, reliability, and innovation.
Bosch has always focused on solving real user pain points. From the very beginning of its presence in China, the brand prioritized user experience and continuously pushed the boundaries of innovation. The zero-degree Plus-door refrigerator, awarded the prestigious iF Design Award, exemplifies this approach. It combined cutting-edge bio-preservation technology with a three-door design, offering multi-stage humidity control and precise temperature regulation. These features provided consumers with superior food preservation solutions.
Looking ahead, Bosch plans to introduce even more advanced models, such as large-capacity French-style refrigerators and dual-steel steam ovens, expanding the possibilities for dry and wet storage. Additionally, the brand is investing heavily in digital transformation, bringing smart, connected appliances into homes and enhancing the user experience through intelligent interactions.
In the realm of e-commerce, Bosch actively embraced the “new retail†model. By strengthening its online presence and collaborating with platforms like Tmall, the brand created seamless O2O experiences. During Double 11, for instance, Bosch integrated online and offline channels, offering consumers a personalized and convenient shopping journey.
As the market continues to evolve in 2018, consumer preferences are shifting toward higher quality and more personalized products. Bosch remains committed to innovation, aiming to provide differentiated solutions tailored to different user needs. With a continued focus on the “consumer-centric†strategy, the brand will keep driving technological advancement and product excellence to meet the ever-growing demands of its customers.
September 29, 2025