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Arrogance almost ruined itself: Braun reborn after embracing the Internet
German Braun, with a history spanning 96 years, has long been recognized for its strict quality control and minimalist, functional design. However, its journey in the Chinese mainland market has not been smooth. As a pioneer in electric shavers, Braun focused heavily on high-end products, which led to issues such as overpricing, faulty devices still being sold, and an overall poor user experience—resulting in repeated frustrations among consumers.
**Creating History: Leading the Electric Shaving Experience**
Braun has always been at the forefront of technological innovation, setting new standards in quality and design. Since introducing its first patented reciprocating electric shaver in 1951, it revolutionized the shaving industry by combining vibrating blades with ultra-thin, durable steel membranes, offering a completely new shaving experience.
The brand’s philosophy of “Design changes life†has remained consistent over the years. While innovation is key for design-driven companies, Braun has stayed true to five core values: German heritage, simple design, premium materials, cutting-edge technology, and meticulous craftsmanship.
Today, whether it's temperature-controlled hair care tools or high-frequency massaging epilators, Braun continues to be known for its exceptional quality and elegant design.
**Encountering Bottlenecks: Problems Persist in China**
Despite its global reputation, Braun has faced significant challenges in the Chinese market. According to reports from the *Beijing Commercial Daily*, some consumers have raised concerns about charging issues with certain models, such as the 140s-1 and 150s-1 electric razors. These problematic products continue to be sold, leading to dissatisfaction among users.
Mr. Zhang, a resident of Haidian District, shared his experience: he purchased the 140s-1 during the Double 11 sale but found that it wouldn’t start after being stored during the Spring Festival. When he tried to contact customer service, he was unable to get through. Even though the after-sales team claimed it wasn’t a quality issue, similar problems were reported with the 150s-1 model, suggesting a common flaw across these two series.
It’s concerning that even after-sales staff are aware of these issues, yet no meaningful action has been taken. For a brand that prides itself on German engineering and high-quality standards, this lack of responsiveness raises serious questions about its commitment to consumer satisfaction.
Moreover, despite known defects, both the 140s-1 and 150s-1 models remain available for purchase, further highlighting the gap between Braun’s reputation and its performance in the Chinese market.
**Three Key Reasons Behind the Struggles**
First, Braun has concentrated more on high-end products, neglecting the demand for more affordable, entry-level options. This contrasts sharply with competitors like Philips and Flyco, who have better captured the mid-market segment.
Second, product quality control has been inconsistent. Despite known flaws, some defective products are still on sale, leading to negative reviews on platforms like Tmall and JD.com. This indicates that user experience needs urgent improvement.
Third, there is a noticeable price disparity between international and Chinese markets, making Braun’s products less competitive in terms of value for money.
In its attempt to boost growth in China, Braun has leaned more on marketing than on addressing product flaws. To increase brand awareness, it signed Chen Daoming as a spokesperson in 2013. However, the ongoing issues with the 140s-1 and 150s-1 models suggest that these efforts haven’t translated into real improvements.
Like many foreign brands entering the Chinese market, Braun initially focused too much on short-term profits rather than long-term customer loyalty. Ignoring product defects and failing to address them seriously could hinder its future growth in this crucial market.
**Future Outlook: Can Strategic Changes Boost Sales?**
Since last year, Braun has started to shift its approach. It introduced more affordable, entry-level models and increased its digital presence on platforms like Zhihu and WeChat. The brand also launched UGC campaigns and hired celebrities like Hu Ge and Huang Xuan to appeal to younger audiences.
According to the *China Electric Shaver Market Research Report for Q3 2016* by the Internet Consumer Research Center, while Philips dominated the market with 54.9% attention, Braun ranked second with 17.1%, and domestic brand Feike came in third with 16.1%.
In 2014, Philips had over 50% of the market attention, with Feike at 18.1%. There was a clear gap between Philips and Braun, indicating that the latter still has work to do.
As Braun adjusts its strategy and becomes more consumer-focused, it may see improved brand perception. Whether this will translate into higher sales remains to be seen. But with the right moves, the future for Braun in China could look brighter.