ShanghaiMay 15, 2026 /PRNewswire/ — From May 14 to 15, the 2026 BSH Home Appliances Customer Ecosystem Conference was held in Wuhan. Song Linbing, President of BSH Home Appliances Group Greater China, along with the company’s core management team, heads of various sales channels and sales regions, and leaders of product divisions, gathered with over 300 core dealers and retail partners from online and offline channels across the country in the riverside city to explore growth paths and collaborative opportunities in the home appliance industry amid market transformation cycles, and to discuss development strategies during the transition from a stock market.
2026 BSH Home Appliances Customer Ecosystem Conference
During the strategic release session in the morning, the top management team of BSH Home Appliances Group Greater China, together with several core dealer representatives, took the stage to officially open the conference. In the afternoon, BSH Home Appliances’ two brands, Siemens Home Appliances and Bosch Home Appliances, held breakout sessions. The brand management department and product divisions shared in-depth insights on topics such as brand strategy upgrades, dual-brand differentiation positioning, and innovative product portfolios.
2026 BSH Home Appliances Customer Ecosystem Conference Launch Ceremony
Strategic Resolve: Finding Certainty Amid Uncertainty
Wuhan, as an important market for home appliance retail in China, has not only witnessed the industry’s development but also embodies the vitality of the evolving channel ecosystem. BSH Home Appliances’ choice to hold the ecosystem conference here is both a tribute to past cooperative relationships and a signal to the entire industry of BSH’s firm confidence in deeply cultivating the Chinese market and adhering to a long-term development strategy.
On the first day of the conference, Song Linbing, President of BSH Home Appliances Group Greater China, emphasized in his opening speech that the Chinese market is a strategic high ground where BSH Home Appliances is committed for the long term. In his view, to establish a long-term presence in China, BSH must truly adapt to the local environment, innovation speed, and proactively seek change. To this end, BSH Home Appliances has embraced change in three areas: First, accelerating innovation—actively promoting local decision-making, simplifying processes, speeding up product development from R&D to launch, and fostering open ecosystem collaboration in production and R&D; Second, organizational upgrading—localizing core management, driving comprehensive efficiency improvements in personnel, structure, and processes; Third, customer-centricity—focusing on a dual-drive approach with core customers and proprietary channels, building a true community of shared interests with customers for win-win cooperation. BSH Home Appliances has the confidence for long-term commitment to China and the determination to rapidly embrace change.
Opening Speech by Song Linbing, President of BSH Home Appliances Group Greater China
Deep Cultivation for Win-Win: Jointly Strengthening the Channel Foundation
Hu Bohan, Senior Vice President of BSH Home Appliances Group Greater China, first expressed sincere gratitude to all partners for their strong support and close cooperation over the past three years. He reviewed that over the past three years, BSH Home Appliances, together with its partners, has laid a solid foundation, significantly expanded its sales network in China, and strengthened the brand influence of Bosch Home Appliances. At the same time, BSH Home Appliances has continued to build deeper collaborative synergies with partners through differentiated channel-specific product offerings and optimized business policies.
In terms of expanding the stock market, BSH Home Appliances and its channel partners have jointly explored consumer needs, establishing two major traffic sources: high-potential residential communities and new media live streaming. This has yielded good progress—reaching more consumers, driving sales conversions, and promoting the upgrade of emerging categories like dishwashers. Meanwhile, the customer service team has ensured an excellent user experience through comprehensive pre-installation checks and refined installation services.
Hu Bohan, Senior Vice President of BSH Home Appliances Group Greater China
United Progress: Multi-Dimensional Efforts in Products, Marketing, and Services
Guo Zhiping, the newly appointed Senior Vice President and Chief Sales Officer of BSH Home Appliances Group Greater China, made his first official public appearance and delivered a speech. Facing market uncertainty, he offered his answer: “The best way to predict the future is to create it.”
Guo Zhiping outlined five key sales strategic priorities: reshaping market competitiveness through product innovation, serving consumers’ home scenarios with bundled solutions, achieving online-offline synergy through omnichannel marketing, maximizing the value of the proprietary service system, and empowering intelligent development with AI technology. Regarding omnichannel marketing, he emphasized that BSH Home Appliances will continue to advance the O2O live streaming model, more efficiently directing online traffic to offline stores to achieve sales conversions, while also helping partners achieve more stable and sustainable business development by expanding store networks and improving store efficiency. Guo Zhiping stated that in the future, he and his team will continue to create value for consumers, customers, and the company, working hand-in-hand with customers for a win-win future.
Guo Zhiping, Senior Vice President and Chief Sales Officer of BSH Home Appliances Group Greater China
Innovation-Driven: Responding to User Needs with Local R&D
During the innovation release session of the conference, Kong Fan, Senior Vice President and Chief Marketing Officer of BSH Home Appliances Group Greater China, and Zhang Letian, Senior Vice President and Chief Technology Officer of BSH Home Appliances Group Greater China, engaged in a dialogue on BSH’s innovation capabilities. Kong Fan, the newly appointed Chief Marketing Officer for Greater China, first stated that product strength is the primary vitality of BSH Home Appliances. Over the past 32 years, 50 million Chinese households have chosen products from Bosch Home Appliances and Siemens Home Appliances. Facing market changes, BSH Home Appliances will continue to drive product iteration through innovation. Chief Technology Officer Zhang Letian responded with three key tools for enhancing product strength: accelerating product development speed, cost control without compromising consumer experience, and AI empowerment. Their dialogue showcased BSH’s complete innovation chain from user insights to technology implementation.
Kong Fan (left), Senior Vice President and Chief Marketing Officer of BSH Home Appliances Group Greater China, and Zhang Letian (right), Senior Vice President and Chief Technology Officer of BSH Home Appliances Group Greater China
In the product display area, BSH Home Appliances showcased its latest innovations developed through local R&D systems in China. Several heavyweight new products defining future market trends were officially launched on-site, immediately capturing the audience’s attention and demonstrating BSH’s profound insights into the spatial and lifestyle pain points of Chinese households.
In the increasingly scarce kitchen space of modern urban homes, demand for built-in appliances is booming. In response to this trend, BSH Home Appliances is about to launch an industry-benchmark fully integrated refrigerator. This series achieves a large capacity within a golden width of 90cm and, through an innovative precision hinge structure, achieves millimeter-level flush integration with cabinetry, allowing the appliance to truly “disappear into the design,” redefining the aesthetic boundaries of high-end Chinese kitchens with exquisite German craftsmanship.
In the laundry care segment, the debut of a 12kg large-capacity washer-dryer set was equally eye-catching. This new product features a flat design and is equipped with AI intelligent washing technology. It uses a turbidity sensor to detect the degree of soiling in real-time and automatically adds washing cycles, ensuring every wash is thoroughly clean, precisely addressing Chinese households’ needs for efficient daily cleaning.
Dual-Brand Strategy: Strengthening Differentiated Brand Positioning
During the brand breakout session in the afternoon, Chen Chen, Senior Vice President of Brand Management at BSH Home Appliances (China) Co., Ltd., shared the strategic upgrade direction for Bosch Home Appliances under the theme “Breaking Through to Rebuild Brand Power.” Bosch Home Appliances will further upgrade its brand philosophy, extending from the previous product expression focused on “healthy living” to a lifestyle perspective of “quality living.” Through reliable product experiences and innovative technology, it will respond to consumers’ demands for high-quality family life and strengthen its premium positioning. Siemens Home Appliances continues to focus on intelligent technology and innovative experiences, enhancing user experiences through meaningful innovation and continuously strengthening its tech-savvy brand image in the smart home sector.
Additionally, Bosch Home Appliances officially launched the new “Bosch Tian Gong Series,” making its debut in the Chinese market with the “Ink Jade Black” color scheme. Alongside this, the brand also introduced several new products, including the Bosch Fully Integrated 835 ActiveOxygen Pro Cross-Door Refrigerator, the Tian Gong ActiveOxygen Washer-Dryer Set, the Z20 Pro Zeolite Dishwasher, the “Shui Ru Yi” B8 ProS Built-in Water Dispenser, the 6D Chimney Hood, and the Yu Qi Z8 Smart Steam & Bake Oven, solidifying its premium positioning with卓越品质 and innovative technology.
Siemens Home Appliances focused on showcasing the Aurora Series in Moonlight White, and debuted seven major new products, including the 6D Chimney Hood, the SmartCube Z7 Flat Steam & Bake Oven, the New First-Class Energy SmartCube Pro Dishwasher, the Hidden Integrated 730 ActiveOxygen Pro Cross-Door Refrigerator, and the new generation 12kg ActiveOxygen Washer-Dryer Set, continuously strengthening its brand advantages in intelligent technology and innovative experiences.
Ecosystem Co-creation: Exploring New Connections Between Content and Channels
The conference also specially invited Patty, General Manager of Xiaohongshu’s Commercial Durables & Beauty & Fashion & Transportation & Travel Industry Group, to share insights on content consumption trends and user decision-making paths. She pointed out that consumers’ home aesthetics are becoming increasingly diverse, from minimalist styles to Alvar Aalto style and dopamine style, with every home beginning to express its unique personality. At the same time, consumers’ decision-making paths are undergoing profound changes—decisions are being made earlier, while consultations are being postponed.
Facing these trends, BSH Home Appliances is strengthening brand awareness through more scenario-based and lifestyle-oriented content communication methods, while expanding more touchpoints for offline channels.
During the conference, multiple core customer exchange sessions were arranged, where management carefully listened to genuine feedback and sincere suggestions from partners, and engaged in in-depth discussions on market trends, channel strategies, and product innovation. BSH Home Appliances always regards its partners as long-term development companions, committed to building an open, win-win ecosystem.
Looking ahead, BSH Home Appliances will steadfastly adhere to its long-term development strategy, deeply cultivate the Chinese market, and work together with partners to focus on channel capability upgrades, user experience optimization, and business model innovation. Rooted in over three decades of local deep cultivation across the full value chain and sustained R&D investment, it will jointly explore sustainable growth paths amid industry transformation—this is BSH Home Appliances’ firm commitment to the Chinese market.