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Arrogance almost ruined itself: Braun reborn after embracing the Internet
Braun, a brand with 96 years of history, has long been recognized for its strict quality control and minimalist, durable design. However, its journey in the Chinese mainland market hasn’t been smooth. As a pioneer in electric razors, Braun focused heavily on high-end products, which led to several issues such as overpricing, faulty devices still being sold, and a poor user experience—problems that have repeatedly hindered its growth.
Innovation has always been at the core of Braun’s identity. The brand revolutionized the shaving experience when it introduced its first patented reciprocating electric shaver in 1951. By combining vibrating blades with ultra-thin, durable steel membranes, it set a new standard in personal grooming. This innovation laid the foundation for the brand's legendary reputation in quality and design.
The concept of “Design changes life†has remained central to Braun’s philosophy for nearly a century. While innovation is key, there are five pillars that the brand has never compromised on: German heritage, simple design, premium materials, technological advancement, and meticulous craftsmanship. Today, whether it's temperature-controlled hair care products or high-frequency massage epilators, Braun continues to be known for its high standards in both quality and aesthetics.
However, the Chinese market has proven challenging. Reports from the Beijing Commercial Daily revealed that some consumers raised concerns about charging issues with certain Braun models, such as the 140s-1 and 150s-1 electric razors. These problems persist despite complaints, and some users found that even after-sales service was unresponsive.
One customer, Mr. Zhang from Haidian District, shared his frustration after purchasing the 140s-1 during the Double 11 shopping festival. The device stopped working during the Spring Festival and wouldn't start again afterward. Despite contacting after-sales support, he found little help. Although the staff claimed the issue wasn’t a defect, others reported similar problems with the same model, suggesting a recurring flaw.
It’s concerning that even after-sales representatives were aware of these issues, yet the products remained on sale. For a brand that prides itself on German engineering and high-quality craftsmanship, this lack of action raises questions about its commitment to customer satisfaction.
Another challenge lies in Braun’s product strategy. It has historically focused on high-end models while neglecting the growing demand for more affordable options. In contrast, brands like Philips and Feike have better captured the mid-range market. Additionally, pricing in China often differs significantly from international markets, which may further alienate local consumers.
To boost awareness, Braun hired actor Chen Daoming as its spokesperson in 2013. However, the persistent issues with the 140s-1 and 150s-1 models suggest that marketing efforts alone aren’t enough. Without addressing product flaws, the brand risks losing consumer trust.
In recent years, Braun has started to adapt. It has introduced more entry-level models and increased its digital presence through platforms like Zhihu and Weibo. It also brought in celebrities like Hu Ge and Huang Xuan to appeal to younger audiences.
According to the Internet Consumer Research Center, in Q3 2016, Braun ranked second in electric razor brand attention with 17.1%, behind Philips’ dominant 54.9%. Domestic brand Feike came in third with 16.1%. In 2014, Philips had over 50% of the market attention, while Braun lagged behind.
As Braun adjusts its approach and becomes more consumer-focused, it’s possible that its visibility and sales could improve. Whether this shift will translate into long-term success remains to be seen. But one thing is clear: to thrive in China, Braun must continue evolving—not just in marketing, but in product quality and customer service.