本案例由江南大学商学院的吴媛媛教授团队撰写，江南大学商学院案例中心研究员葛智杰全文改编，江南大学商学院案例中心研究员陈田田为责任编辑，作者拥有著作权中的署名权、修改权、改编权。

摘要：2015年，西门子从欧美市场带来的嵌入式洗碗机一经推出就横扫中国。随后方太、老板、美的、海尔等企业也纷纷推出洗碗产品，意在快速占领市场。在市场占有率与品牌认可度远远低于西门子和方太的情况下，无锡老板电器没有选择传统的关联强势品牌/产品战略，而是通过抢先占位战略和攻击强势品牌/产品战略，针对竞争对手的弱点，引入“专为中式烹饪设计”这一概念。立足中式烹饪重油、深碗碟、炊具的特殊性，公司独创“专为中式烹饪设计”的品牌定位，加大研发适合中国厨房的嵌入式、大容量、可调节碗篮、一级水效（行业最高洁净度、最低能耗）特色产品。这既攻击了竞品强势品牌，又迅速获得了中国消费者的好感。后续通过一系列的线上线下营销推广，无锡老板洗碗机一举打开市场，赢得了竞争优势。

关键词：品牌定位；市场分析；差异化竞争；综合营销

Wuxi Boss Dishwasher: Precise positioning when surrounded by strong enemies

Abstract: In 2015, the embedded dishwasher brought by Siemens from the European and American markets swept through China as soon as it was launched. Subsequently, Fang Tai, Boss, Midea, Haier and other enterprises had also launched dishwashing products with the intention of quickly occupying the market. In the case that the market share and brand recognition are far lower than that of Siemens and Fangtai, Wuxi Boss Electric Appliances did not choose the traditional strong brand/product strategy of association, but through the preemptive occupation strategy and the attack on the strong brand/product strategy. Aimed at the weaknesses of competitors, the concept of "designed for Chinese cooking" was introduced. Based on the particularity of Chinese cooking heavy oil, deep dishes and cooking utensils, the enterprise developed original "designed for Chinese cooking" brand positioning, paid more focus on the research and development of embedded, large capacity, adjustable bowl basket, first-class water efficiency (the highest cleanliness in the industry, the lowest energy consumption) products that suitable for Chinese kitchens. These attacked strong rival brands and quickly won favor with Chinese consumers. Through a series of online and offline marketing and promotion, Wuxi Boss Dishwasher opened the market at one stroke and won a competitive advantage.

Keywords: Brand positioning; Market analysis; Differentiated competition; Integrated marketing