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Cover Story
電熱水爐老行尊主攻新盤市場 夥頂尖科技商提供優質支援
07 Nov 2017
愛家(香港)集團執行董事陳國權。
愛家獨家代理德國品牌斯寶亞創電熱水器,新樓盤佔有率達七成半。
陳國權於1983年加入電熱水爐行業,1995年起三度成立不同公司經營相關業務,並於2011年創辦愛家。
電熱水器是家家戶戶必備的家電,不論即熱式或儲水式,兩者均是兵家必爭之地。主攻電熱水爐的愛家(香港)集團(下稱愛家),憑着獨家代理的德國品牌「Stiebel Eltron(斯寶亞創)」,成功於芸芸競爭者中跑出,近年在新樓盤中的佔有率高達七成五。該集團執行董事陳國權一直堅持「只賣A+產品,提供A+服務」,選對具質素保證的供應商,配合貼心專業的售後服務,才讓品牌得以穩佔龍頭地位。
「愛家」曾進行一項市場調查,收集了過去五年新動工及落成屋苑,按品牌統計單位內的單相、三相即熱式電熱水器數量。陳國權發現,其公司代理的斯寶亞創,在廚房慣用的單相爐佔有率達四成七,用於廁所的三相爐則有三成三,反觀市場上數個品牌加起來,於這兩個類別亦只分佔一成和百分之七。
1998年引入 新樓盤75%選用
斯寶亞創於其原產地德國的佔有率高達六成,總公司的業務遍及英、美、澳、日等地。這個品牌於1998年由陳國權帶來香港,自2000年一直穩佔龍頭地位,現時一年平均賣出三萬五千台,「本港近年一百六十八個新樓盤中,有八十個都選用斯寶亞創,比例達七成五!」他相信,有此佳績跟品牌多年間建立的信譽,以及專業貼心的服務有關。
十六年前,有一個新樓盤安裝了一千八百個斯寶亞創的熱水器,型號為當時最頂級的電子式,惟陳國權憶述,部分熱水爐尚未用過,電容卻損壞了,「我們對自己的產品很有信心,百分百通過安全驗測才推出市面,理應不會出問題的,所以總公司都很着緊,立刻從德國派遣工程師來港了解情況。」
德工程師來港跟進「壞機」
陳國權將斯寶亞創的熱水器送到香港四家化驗所作測試,惟化驗人員均指「完全冇問題」;與此同時,工程師於地盤留守一周,設置儀器二十四小時檢測,惟花上一段時間亦未找到問題所在。當時香港已賣出兩萬台同型號的熱水器,總公司考慮到安全問題,一度計畫悉數回收,並將電容材料由家用改為更高階的工業用,即使涉款高達五百多萬也在所不惜。
幸好回收前兩天,工程師發現問題並非出自斯寶亞創的產品,而是供電索掣品質欠佳,導致電熱水器老化至「開一小時等於行咗幾十年」,遠超出設計選材原期望可用十五年的指標。壞機問題完美落幕,這件往事亦使陳國權跟該發展商,得以維持合作關係至今。
愛家的工程服務貼心,營銷亦不馬虎。陳國權認為,營業部同事不能只是「order taker(接訂者)」,更應成為「專家」才能令客人信任,故每位新入職的同事須先於服務部學習一星期,了解電水爐技術及維修保養資訊;又會派遣經理級或以上的職員到德國總廠深造,掌握品牌的最新發展。此外,愛家每年也為設計師、電器商或水喉技工等業界舉辦研討會,務求前綫能掌握熱水系統設計、機器安裝。
新機功能多 設計人性化
目前愛家的生意來自工程商及逾四百家零售商,比例各據一半。陳國權坦言,其公司只營辦B2B生意,但貼心服務亦直達用家,如斯寶亞創前年為熱水爐增設Smart Plus身分證,「用家掃描QR Code(二維碼)就查到熱水爐型號等資料,新機亦能即時連到網上登記保養。」
陳國權說,「愛家」的公司英文名為「A-Plus」,這是他對客戶的承諾,「只賣A+產品,提供A+服務,絕對不做B級貨。」今年第三季斯寶亞創將於本港推出奪2015年德國紅點設計大獎「最佳設計獎(Best of the Best)」的智能熱水器,新機功能多兼設計人性化,有望再成話題,「選對擁有頂尖科技的供應商為拍檔,配合愛家優質的支援服務,正是我們一直成為市場領導者的致勝關鍵。」
拓自家品牌 推儲水式爐
除了斯寶亞創,愛家亦積極發展自家儲水式電熱水器品牌Jenfort(真富)。陳國權於1983年加入電熱水爐行業,1995年起三度成立不同公司經營相關業務。他於2011年創辦愛家,翌年收購在港有逾四十年歷史的真富,並花費逾千萬元於珠海設置廠房,部分工序如內膽焊接已是自動化生產,以增加產質穩定性。該品牌先後於2013年和2014年起獲得ISO及Q嘜產品認證,「我們早已按照國際標準營運,領證原意是跟隨外部標準規範生產。」
獲Q嘜認證 五分鐘速熱
因旗下有自家廠房,陳國權很積極參與研發工作,如上年底推出的蓄速熱系統,讓用家短至五分鐘就能享用暖水,配以節能花灑可減少水流量,不減舒適度之餘,亦能延長暖水使用期,又達到環保效果,新產品推出約半年,目前已佔據其儲水式電熱水器兩成生意額,成績較他預期為佳,預計未來發展樂觀。
相關: 電熱水器, 代理, 科技
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