In 2017, China’s refrigerator market moved away from rapid growth and entered 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% decline compared to the previous year. Despite the overall downturn, Bosi Appliances stood out with impressive sales performance, experiencing a growth of up to 20%, far exceeding the industry average. Both Bosch and Siemens emerged as the fastest-growing brands in the offline market that year. On the online front, Bosi Appliances also delivered strong results, with total sales reaching 6.18 billion yuan, showing an 80% increase during Double 11 and a 50% rise in other periods, placing them among the top performers in the refrigerator category. 2017 marked the 50th anniversary of Bosch Home Appliances and the 20th year since its entry into the Chinese market. This remarkable success was driven by the brand's proactive approach to the ongoing consumer upgrade trend in the home appliance industry. More importantly, Bosch has consistently followed a "consumer-centric" strategy, integrating innovative ideas, advanced technology, and premium quality into its products. As a result, their refrigerators have captured the attention of an expanding high-end consumer base. **Leading the High-End Market Upgrade: An External Driver** With the wave of “consumption upgrades” sweeping across China, consumers are increasingly seeking high-quality and diverse refrigerator options. How to make refrigerators more functional and user-friendly has become a long-term focus for Bosch. By aligning with the industry’s new trends, Bosch has emphasized high-end and quality-driven strategies, continuously pushing the boundaries of innovation. Mr. Wang Weiqing, Senior Vice President and Chief Sales Officer of Bosch Household Appliances (China) Co., Ltd., believes that the consumption upgrade provided a great opportunity for the brand. High-end refrigerators cater well to consumers who value quality. “Bosch has always focused on the high-end market, meeting the diverse needs of consumers through technological innovation and high-quality products. Every detail reflects the excellence of German engineering, which has earned us a strong reputation among customers.” Mr. Jia Bin, Vice President of the Refrigeration Division at Bosch Household Appliances Investment (China) Co., Ltd., shared some key data: “In the price segment above 11,000 yuan, Bosch holds over 60% market share, and in the segment above 13,000 yuan, it exceeds 70%. This is because we effectively meet the needs of consumers in this range.” **Solving Consumer Pain Points: Technology and Quality as Core Strengths** Since entering the Chinese market 20 years ago, Bosch has focused on the refrigerator sector, constantly improving user experience and addressing consumer pain points. The brand continues to lead the industry with innovative concepts and cutting-edge technologies, always prioritizing consumer demand in product development. “Preservation” remains the core need for most refrigerator users. Bosch has consistently upgraded this function, offering products with higher stability and better preservation capabilities, helping consumers enhance their quality of life. In 2017, Bosch launched the iF Award-winning Zero-Plus Door refrigerator, combining zero-degree bio-preservation technology with a three-door design. Features like multi-stage humidity control and precise temperature regulation provide superior preservation solutions for consumers. This technology will be integrated into all future Bosch refrigerator models to meet growing fresh-keeping demands. This year, Bosch plans to introduce even more advanced models, such as large-capacity French door refrigerators and double-steel steam ovens, offering greater flexibility in dry and wet zones. Additionally, the brand continues to push forward with digital transformation, introducing smart refrigerators with “home interconnection” features to deliver a new intelligent user experience. **Online Efforts: Capturing the "New Retail" Opportunity** As “new retail” gained momentum in 2017, Bosch accurately tapped into this trend, focusing on expanding online channels while maintaining consistent brand quality. The brand’s strong performance on e-commerce platforms reflected both its product reputation and service standards. Mr. Wang Weiqing noted that Bosch’s success in 2017 was partly due to consumers’ increasing willingness to engage with trusted brands online. He also highlighted that Bosch delivers a premium experience in terms of products, branding, and services. During the Double 11 period, Bosch collaborated with platforms like Tmall and distributors to create an O2O shopping experience that met consumers’ evolving personal needs. **Innovation + Product Strength: Meeting Consumer Demand** Looking ahead to 2018, the consumer market is expected to continue its fast-paced development, with rising expectations for quality and personalization. Mr. Wang Weiqing stated that Bosch will continue to develop high-end refrigerator models, offering more options and exploring differentiated products tailored to different user groups. Under the broader trend of consumption upgrading, Bosch will remain consumer-focused, continuously enhancing its innovation and product quality to fully meet customer needs.

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September 29, 2025