/PRCWT/Beijing, January 4, 2024 - On December 27, the 40-year-old Rongsheng refrigerator, which is youthful, born into the sun and growing upward, started a major brand rejuvenation in the past 40 years in order to meet the full-scene needs of the new generation of consumer families and embrace the market trend. It identified the corporate vision of "professional refrigerator brand that understands the needs of Chinese families best", established the brand value proposition of "quality Rongsheng, healthy and fresh", and strengthened the quality concept of "continuing to lead with professional quality and innovation, and providing users with products with a sense of high value and high gain". Ultimately, it hopes to bring more users and families a scene-based experience through "healthy and fresh, let beautiful growth".
Excellent quality -- the slogan that has been shouted for 35 years still rings true.
"Rongsheng, Rongsheng, Quality Assurance", this advertising slogan is well known and familiar. For 40 years, Rongsheng has insisted on quality as its foundation, and has successfully passed through the economic cycle and market cycle with high quality, and walked out of the quagmire of development to achieve a turnaround against the wind.
Wu ******, a well-known financial writer, wrote in the preface to "Reinventing Rongsheng" that in order to face market competition, the first generation of Rongsheng people came up with three magic weapons, and the first one was "high quality."
In order to provide consumers with reliable products, Rongsheng strictly controls the quality of the entire process from raw materials and supplier selection, Product Research & Development, manufacturing to quality inspection. To ensure the stability and superiority of refrigerator cooling performance, each Rongsheng refrigerator production base has built the most reliable refrigeration inspection system in the world, and each refrigerator must undergo 2-3 hours of temperature, power, start and stop testing before leaving the factory.
High quality also means high product safety. Rongsheng refrigerator found inspiration from stainless steel material. After 730 days of research and development, it produced the industry's first full-space stainless steel uniform temperature inner tank refrigerator, which can not only use iron ions to decompose odors, but also maintain high corrosion resistance. It can be used for 30 years without deformation, thus greatly reducing the risk of dumping and leakage during the use of the refrigerator.
"Rongsheng, Rongsheng, Quality Assurance" is not only an advertising slogan, but also a commitment made by Rongsheng to all consumers, and it is also a belief and the bottom line of development shared by generations of Rongsheng people. It can be said that this advertising slogan has not faded at all.
It performs well - it will last up to 7 days in the refrigerator.
Rongsheng is a company that always pays attention to and can gain timely insight into changes in consumer demand. It has seen the consumption potential of the market for healthy and fresh products in the context of consumption upgrades.
The more you know, the more you do. In 2017, Rongsheng established a special research group to carry the flag to tackle the problem of fresh-growing. In order to break the objective law of nutrient loss and corruption of fruits and vegetables, Rongsheng's team actively changed its thinking, shifted the focus of research and development from "protection" to "nourishment", and found the password to open the ultimate fresh-growing. The Rongsheng team spent 7 months and found the most suitable 70% golden humidity for fruit and vegetable growth in frequent experiments.
In 2019, Rongsheng launched a new WILL 1.0 product to create a fresh effect of "put it in the refrigerator and continue to grow for 7 days". Rongsheng has transformed the refrigerator from the original "storage box" to the "growth cabin" of today's ingredients by simulating the ecological environment with technology.
Since then, Rongsheng has further focused on user requests, and has updated and iterated to launch WILL2.0 products of "fresh + hyperspace" and WILL3.0 products of "fresh + flat" to solve users' needs for large storage space and home aesthetics.
It is understood that Rongsheng sends a large number of R & D technicians every year to go deep into the front line of the market and be close to users. User pain points are the innovation points of Rongsheng products'. We have seen the evolution of consumers' needs in diet and food storage, and seen the huge potential of the health and fresh food market. We have taken the lead in formulating the industry's first fresh food standards and promoting the upgrading of the industry. "Rongsheng employee representative Li Hongtao said.
In addition to the fresh storage of fresh fruits and vegetables, Rongsheng WILL series refrigerators have also made breakthroughs in freezing and fresh-locking, sterilization and other functions. For example, Rongsheng 605 refrigerator can achieve cryogenic fresh-locking at -31 ° C, which deeply controls the nutritional content of various ingredients in the ingredients; Shuangjing • Flat-embedded 506 refrigerator can deeply and quickly purify the air in the refrigerator through the perfect combination with the IDP high-energy ion purification system, keeping the air quality in the refrigerator and the freshness of the ingredients for a long time.
Scenario-based demand - to be a professional refrigerator brand that best understands the needs of Chinese families
From providing users with high-quality products, to high-quality products, to high-quality lifestyle innovation and upgrading, Rongsheng continuously innovates around "user request", and makes users feel that Rongsheng is worthy of the title of a "good refrigerator".
Adhering to this line of thinking, on December 27, Rongsheng Refrigerator officially released its brand renewal plan at the "40th Anniversary Gold Award Ceremony": with the brand mission of "nourishing fresh for health and making beautiful growth", to be a professional refrigerator brand that best understands the needs of Chinese families.
"The new brand mission and vision make Rongsheng's value proposition clear, that is, always focus on the needs of users, drive Rongsheng to continue to innovate and upgrade in technology and products, and help to achieve quality of life with health and freshness," said Li Qiang, executive vice-president of the refrigerator company.
With the increasingly fierce market competition landscape, the demands of the new generation of users are also constantly changing, Rongsheng through the study of the living habits of young consumer groups, insight into their needs, explore the future expansion potential of Rongsheng brand.
In 2023, in the face of the wave of home integration, Rongsheng fully developed the innovative iteration of WILL and double net technology. The four flat embedded products equipped with WILL and double net technology were favored by users and successfully entered the top 10 of the industry best-selling list. Among them, Rongsheng Double Net Pro. Flat embedded refrigerator 506 achieved the industry's first in single-week sales in the 7th week of listing. From August to November, it successfully topped the industry TOP1 for 4 consecutive months. And according to the latest monthly cumulative statistics, in December, 506 refrigerators continued to top the chart TOP1.
In the future, Rongsheng will further think and practice beyond the product itself, so that the audience can develop a deeper sense of value recognition and emotional connection to Rongsheng. Propose the industry-high "Rongsheng Quality View" and "Accompany a Better Life" to shape Rongsheng's important role in the industry and in the lives of users.
