Zhuang Ruyan, Deputy General Manager of Miji Electronic Appliances (Shanghai) Co., Ltd.
[Reporter]: The tenth anniversary of the entry of Mitech into the Chinese market has been a decade of rapid development in China. People's living standards have improved and the demand for household items has become higher and higher. How does Miji have been leading the trend for ten years and is close to the needs of consumers?
[Zhuang Ruyan]: The road to enter the Chinese market is a tortuous but bright one, because most Chinese families still use traditional gas cookers. Although there are electric cookers, they are mostly low-grade induction cookers. Mitech brought new ideas to China, and in the past ten years, we have continuously expanded our brand and constantly benefited the people. Our main components such as panels and furnace cores are imported and assembled in China, so the cost is higher than domestic brands, but our product quality is also first-class in China, and the functions and performances are in line with the concept of energy saving and environmental protection. A typical gas cooker will have a 30%-40% energy loss, but the rice cooker will allow the entire heat to be absorbed by the pot. We have done a scientific comparison, the rice stove is relatively energy efficient and environmentally friendly. And the use of gas will always produce pollutants such as coal tar, and the electric stove is more environmentally friendly.
After ten years of brand accumulation, rice technology products have gained a good reputation among consumers, and rice technology has become more and more popular.
[Reporter]: The design of the Miji products we saw is simple, but it gives people a feeling of fashion and high-end. How do you achieve this?
[Zhuang Ruyan]: I think this is the characteristic of Germany. It does not need to be very publicized. Although it is simple, it is very practical and fashionable. If the product is not practical, then although it is very fashionable and beautiful, the value is not high. Miji furnace is not only fashionable but also practical. Its practical performance is: first, simple operation; second, advanced construction principle, we constantly develop new products every year.
When we first entered the country, we only had a sales team and no huge production design team. But since we started building factories in 2004, we have formed a new team, gradually changing from a trade-oriented company to a production-oriented company, producing and selling ourselves. . We have our own R&D team with talents in procurement, production, quality inspection and sales. Compared with the current imported products on the market, we develop and manufacture ourselves, so the after-sales service will have relative advantages. All imported products are not allowed to temporarily import spare parts from abroad for maintenance. This cost is very high, so we have more advantages in terms of quality assurance. Although all imported brands are imported from abroad, some products are not as good as us, because we develop internationally leading products every year.
Germany's leading technology black crystal panel leads the fashion low carbon life
[Reporter]: You mentioned the stove. It is said that the rice cooker is using the most advanced electric furnace technology in the world. Can you briefly introduce it?
[Zhuang Ruyan]: The electric furnace technology is mainly the technology of panel, furnace core, thermostat and control module. Our panel is made of glass-ceramic panel produced by Schott, Germany. This panel is a German advanced stove panel. The global patent, with high temperature resistance up to 750 °C, can withstand rapid temperature changes without cracking, vertical conduction heat and heat does not spread, more energy-saving, in addition, the core components of the rice furnace, the thermostat and the control module are also imported from Germany. .
[Reporter]: Mitech advocates a fashionable and low-carbon life, and the products are also very low-carbon and environmentally friendly. Can you tell us more about how rice technology achieves environmental protection?
[Zhuang Ruyan]: This can be discussed from the difference between us and the gas stove. The temperature of the gas stove is difficult to control, because the heating method is different, so the hot spot of the pot is different, and the temperature of the rice cooker is very uniform and can be controlled. Using ordinary gas stoves to make meals, the fumes are very big. When the fire opens a big meal, it is smeared. One is wasting resources, the second is that pollutants will be discharged into the air after burning, and the third is food nutrition. Ingredients, etc. will also be affected. The rice technology furnace will not have these problems. The rice technology furnace is heated at a constant temperature, more energy-saving and energy-saving, and it is divided into nine files. It can adjust the temperature freely, avoiding the excessive temperature of the soot, and the rice technology furnace has no electromagnetic. High-frequency radiation and noise, so the use of rice technology furnace products can enable consumers to enjoy a low-carbon, environmentally friendly life.
[Reporter]: Does Miji have developed e-commerce now?
[Zhuang Ruyan]: Yes. We mainly sell the B2C official direct sales platform through Taobao Mall, Sina Leju, etc. In addition, we also have TV shopping, and Oriental Shopping is the TV shopping platform in Shanghai. Therefore, in addition to the daily store sales, there are online sales and TV sales. We attach great importance to the development of e-commerce.
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