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High-end home appliances gold awards won the "Water Purifier Brand of the Year"
In recent years, with the overall stability and growth of China's economy, national income and consumer spending have consistently risen. This economic environment has given rise to a new middle class, which has fueled the emergence of "new consumerism." High-end and quality consumption are now becoming the norm in Chinese consumer behavior, marking the beginning of a new wave of consumption upgrading.
In a market filled with abundant supply and intense competition, consumers are faced with countless choices. The challenge lies in identifying high-quality products that meet their needs. To address this, the China Household Electrical Appliances Research Institute established the technical service organization “Knowledge†in 2015. Its goal is to recommend the best home appliances by conducting consumer research and lab evaluations, helping consumers make informed decisions.
On January 25th, the "Golden Choice Award," an authoritative recognition for high-end domestic appliances in China sponsored by Zhidian, was officially announced. Brands in categories such as health, lifestyle, kitchen, and bathroom were honored. Among them, Gion, a long-standing leader in China’s water purification industry with over 20 years of experience, won the "Water Purifier Brand of the Year" award. This achievement reaffirms its leadership in the premium water purification market.
**Quality Life Becomes a Mass Pursuit: The Rise of High-End Consumption**
According to survey data from Zhongyikang, nearly 70% of the new middle class purchases high-end home appliances to enhance their quality of life and enjoy a better living experience. Wei Jun, General Manager of Beijing Zhongyikang Times Market Research Co., Ltd., noted that high-end appliance consumers prioritize health and are willing to pay for products or services in the health sector. They also follow trends and value quality over price, often paying for emotional satisfaction and personal taste.
This trend is particularly evident in the water purification sector, where high-end products are favored due to factors like health, fashion, individuality, and user experience.
As a leading brand in China’s water purification industry, Gion focused on high-end water purification in 2017, launching nearly ten premium models. These products have built a strong presence in the Chinese market, offering consumers a wide range of high-quality options.
Gion has received numerous accolades, including multiple prestigious awards at top industry events in 2017. For instance, it won the 2017 China Water Purification Industry Brand Event Excellence Brand Award, the 2017 Commercial Water Purification Brand Award, and the 2017 China Water Purification Industry Brand Excellence Award for Innovation Products. In June 2017, Gion also won the "Gold Content Product Award" and "Excellent Product Award" at the GWPS Global Water Purification Market Summit. This year, Gion earned the "Golden Prize" award, marking its first major win in 2018 and further solidifying its industry authority.
**Experience the Multi-Dimensional Upgrade of the King’s Era Water Purification**
According to Mei Xiaochun, Assistant to the President of the China Household Electrical Appliances Research Institute and CEO of Zhidian, modern consumers no longer focus solely on individual products but seek integrated solutions. Gion has been working on enhancing the overall consumer experience, from pre-sales to after-sales support.
It is well known that many consumers care about the in-store experience, such as the taste of water and the effectiveness of purification. In early 2018, Gion launched an offline store image upgrade project. After renovation, the Gion National Stores will offer immersive, home-style water purification experiences, allowing customers to fully engage before making a purchase.
During this consumption upgrade, consumers are moving beyond the old concepts of "sufficient" or "good enough." Instead, they are increasingly focused on "better life," "beyond current experience," "differentiation," and "advanced experience."
"Every product of Gion undergoes strict control from R&D, design, material selection, manufacturing, to factory self-inspection," said a Gion representative. The company’s high-end product line combines consumer demand with professional R&D and manufacturing capabilities, ensuring a superior user experience.
"In the water purification field, service runs through the entire customer journey, providing continuous protection for the user experience," the representative added. Gion has built a comprehensive CRM system with over 100 customer service staff, offering uninterrupted support. Additionally, Gion developed a WeChat one-button service platform, perfectly aligning with the new middle class’s "new consumerism" mindset.
"The 'Water Purifier Brand of the Year' award reflects Gion's strong commitment to both product quality and service excellence. It's a well-deserved honor for a brand that has consistently led the industry for years," said industry observers.