Arcelik有限公司旗下的“国际品牌”BEKO是一个国际领先的家用电器品牌，销往海内外101个国家，在家电行业拥有50多年的丰富经验。公司还是世界500强公司之一的子公司。BEKO品牌早在1990年创立之初就打出了“一个国际领先的品牌”口号，使Arcelik公司成为国际市场上业内同行中的姣姣者之一。此次展会，倍科不仅带来了众多高端厨房电器产品，更带来了欧洲品质的厨房生活概念。

采访时间：2009年5月26日

采访地点：第十四届厨卫展展会现场

采访对象：倍科贸易（上海）有限公司 中国销售经理 艾默瑞

倍科展台全景

Hejia：Hejia is a professional apex website of fitment and house decoration. So we are very interested in Beko’s any products and any promotion activities, are you free to talk to me something about this exhibition?

Beko： Yes sure. Actually, after 2006 every year we attend this exhibition, because in this exhibition, we can meet with all the customers from China, we find out they come from every region of China looking for new products, novel products coming into this exhibition and each year we can find the potential customers so we are very happy to attend the exhibition.

和家网：和家网是一个专业家居门户网站。我们一直关注着倍科的产品和市场活动，请给我们介绍下展会的情况，谢谢。

倍科：好的，倍科从2006年开始每年都会参加卫浴展。展会上，我们会接触到来自全国各地的消费者，他们希望在展会上看到新产品、新颖的产品，我们也能在展会上发现很多潜在的用户群，因此每年参展都很有收获。

Hejia：Well, do you have some new products showing on this exhibition? And what’s its peculiarity?

Beko：let me give a basic introduction to our company. Our company belongs to Arcelik group, our group started in 1955 with more than 50years history, and we have many factories in Turkey, Romania, Russia and China, so we have all the good household appliances produced by ourselves, the washers, tumble dryers, Dishwashers, cooling，freezers, cookers, TV, so we are the one of the most important suppliers in household industry, in Europe, Beko is the No.3 and we came to China in 2006, we also produce good things, the washing machine, freezers, dishwashers, cooling， cookers, TV. So our products are well known for their quality, durability and reliability, working for a long time all over the world, in Europe also in China.

和家网：这次展会上Beko有展出新产品吗？有什么新的特性？

倍科：讲到产品我想先对倍科做个简要的介绍。倍科隶属于Arcelik集团，集团于1955年成立，至今有50余年的历史。我们有多家专业工厂设立在土耳其、罗马尼亚、俄罗斯和中国。因此我们在家用厨卫电器方面有自主研发和生产的能力。产品品类丰富，如洗衣机、烘干机、洗碗机、冰箱、厨房电器、电视等。倍科是世界上家用电器设备最重要的生产品牌之一。2006年倍科进驻中国，设计和生产的产品同样具有世界品质——经久耐用、稳定可靠、使用寿命很长。

倍科主推冰箱系列

Hejia：Beko is really the specialist on it.As we know Beko is the 4th biggest MDA brand in 27 countries of Europe，but there are so many companies this time you see, so…. We’re very interested in Beko’s advantage? Tell me more about it, ok? Thank you.

Beko：Firstly, let me correct you that we are No. 4 in 2007; in 2008 we are No. 3.

Hejia： No. 3 now?

Beko：Yes.

Hejia：Congratulations!

Beko： Thank you. The advantage is that we have the professional factories and we have very strong design team, strong engineer team, in Europe, our factory is the biggest factory, our advantage compared with other competitors is the design and the high quality standards. For example the washing machine, we have one type of machine special for people owning pets. Everyone will have dog or cat and the hair on the clothes is hard to move, maybe you clean it one by one, but use Beko’s washing machine you will find the hair is moved all. Another special example is that in Europe people wash maybe every 2 days 4days but in China people wash everyday, so we provide a program with minimum seconds special for daily cloth. You can use maybe 2 seconds to wash. So with the quality we are very confident in the competitive market.

和家网：倍科着实是这一领域的专家。我们在贵公司的网站上了解到倍科是欧洲27国第4大家用电器品牌，但历次展会参展商众多，竞争品牌云集，在这样的竞争环境中，倍科的优势在哪里呢？

倍科：首先我要说明一下。2007年我们排名第四位，2008年已经排名第三。我们的优势在于我们拥有专业和最高水准的制造工厂。我们拥有强大的设计团队、强大的工程技术团队。我们是欧洲最大的制造工厂，和竞争对手相比，我们正是以高品质和独特的设计取胜。比如我们有一款洗衣机，正在针对有宠物的消费者设计的。宠物的毛发粘在衣物上很难除掉，可能很多人要一根根清理，很麻烦，但是倍科的这款洗衣机可以轻松地把衣物上的毛发全部清洁干净。我们还针对每天需要清洗的衣物而设计了一种功能。在欧洲人们大概3、4天清洗一次衣服，但是在中国有些人天天都洗衣服。我们设计了这个功能使每天洗衣服可以用最短的时间清洁干净衣物。你可能每天只需要花2分钟就可以洗好衣服。因此，我们的产品品质使我们在整个竞争市场上非常有信心。

倍科智能洗衣机

Hejia：Really, I am interested in Beko’s products now. Well, can we see some special marketing activities or other methods to win in the competitive market?

Beko：yes. Actually in China, since we are late into this market, our competitors like Siemens they came here 15 years ago; we are only 2 years here so our brand known is very low. So first, our target is to establish the brand value in China but for now we are trying to do the different. For example last year in Shanghai, we put very huge washing machine in Zhongshan Park, in Gubei. People jump into the machine can see the design and how the machine plays. They can also put their clothes into the washing machine and the dryer to see how the clothes are cleaned on their sights. These are very different in the competition. We have many many products with special faculty and many activities to be different in local newspapers and magazine in the competition.

和家网：我现在对倍科的产品也很感兴趣了。倍科的营销策略是什么？是否会有一些特殊的推广活动或是其它方式来促进市场竞争？

倍科：是的。事实上，倍科进入中国的时间比较短，我们的竞争对手如西门子在中国市场已经有15年的历史，而我们只有2年。因此我们的品牌还不为大家所熟知。因此首先我们必须在市场上树立品牌的知名度。但是现在我们所做的是要有特点，要与众不同。例如，去年我们在上海的中山公园和古北放置了巨型的洗衣机，消费者可以跳进机器去看构造、看设计、看机器如何运转。他们也可以把衣物放进洗衣机和干燥桶亲眼看到机器的操作过程。这些在市场上都很不同。我们在竞争市场上会有很多很多不同的新颖的产品和活动呈现在当地的媒体和报端。

倍科厨房电器

Hejia： How about Beko’s achievement in the passed 5 months of 2009?

Beko：I have to say “Perfect!”. Compared to 2008, the first 5 months is more than double.

和家网：倍科在09年过去的5个月业绩如何？

倍科：非常好！与08年同期相比我们的业绩翻了一倍。

Hejia：Compared with the last season, what’s the different about the purchasing capacity you think?

Beko： In some particular aspect, China industry decrease. But for washing machine, we don’t see any decrease, we just see the increase, this year I think the economy also will recover, so I have to say the global crisis has a very minimum effect on us.

和家网：面对目前的市场环境，您认为消费购买力与上一季度相比有什么不同？

倍科：在某些特殊领域，一些行业的购买力下降，但是厨卫电器，我没有看到下降反而看到了增长。今年我想经济会慢慢复苏，因此全球经济危机对我们的影响还是很小的。

倍科冰箱

Hejia：How do we attract and retain more and more customers in future?

Beko：we want to attract the customer with new products, with good quality and design, also provide the products that the customers need. We also design the new model which is improved in new design, use conveniently and make the environment clean I think Chinese people will like the new design. We will make more and more develop to the basic product not to cheat the customer. In China, anybody say they are higher brand but the products are not good. They just put a high price and say they are higher brand. They are cheating the customers. But Beko will not cheat the customers. We put the prices according to the products match.

和家网：倍科怎样吸引和留住越来越多的客户群？

倍科：倍科吸引消费者的是拥有高品质和新颖设计的新产品，我们总是提供消费者所需要的产品。我们的新型号在设计上有很多提升，使用便捷，也很环保。我相信中国消费者会很喜欢这些新设计。我们努力对产品的基本特性不断做出改善和提升，靠产品品质而不是欺骗消费者来赢取市场。在中国，很多人把产品标了高价格就声称自己是高端品牌，但是产品的品质并不好。倍科不会这样欺骗消费者，我们的定价是依据产品品质来的。

Hejia：Thank you, well the last question is what’s the special marketing strategy in the next half year of 2009?

Beko：we have the very special ads it will be more focus on the customers you know. We have special marketing strategy including some game, some lottery. We also provide some package to give the customers many benefits on the market. But I can not say the details now.

倍科中国销售经理艾默瑞与和家网记者合影

和家网：谢谢。09年下半年倍科会有哪些特殊的市场策略？

倍科：我们在媒体上有做很新颖特别的广告，可以更聚焦消费者的眼球。我们还会有一系列特殊的市场活动，比如一些游戏、活动、抽奖、产品大礼包等给消费者让利的活动。但是现在我还不便透露细节。

Hejia：OK, thank you. You could make some ads on our website in future. I think we will become good partner.

Beko：Sure, right now.

Hejia：So I really appreciated that you deeply know about the local customer and market and with confidence about your team and products. Thank you very much for your time.