Event Background
In 2019, after Fotile Group's kitchen appliance sales revenue exceeded 10 billion yuan, the company officially upgraded its corporate mission to "For the Happiness of Hundreds of Millions of Families" at the annual new product launch. Towin PR, as the event planning and execution partner, participated in Fotile's new product launch for the third consecutive year. This launch not only unveiled new products like the next-generation smart cyclone range hood but also elevated brand culture building to a strategic level.
Core Information
The launch was divided into two halves: the first half introduced physical products—the next-generation smart cyclone range hood, whose power system uses a DC variable-frequency motor, equivalent to replacing the "engine" of the range hood; the second half unveiled a cultural product—the new corporate mission "For the Happiness of Hundreds of Millions of Families." Fotile upgraded from "Making Home Feel Better" to "For the Happiness of Hundreds of Millions of Families," extending the concept of "home" to the societal level, and introduced the "Happiness Law" and the Hundreds of Millions of Families Happiness Plan. Towin PR was responsible for the overall event flow design, stage construction, media reception, and communication execution.
Related Services
Towin PR provided brand launch planning, event execution, media relations management, and integrated communication services for this launch. Specific services included: event theme creativity and flow design, on-site stage setup, guest invitation and reception, media interview arrangements, online communication content production and distribution, etc. Leveraging extensive event planning experience, the Towin team ensured smooth coordination of all segments, effectively conveying Fotile's brand upgrade message.
Industry Insights
Fotile's launch demonstrated how a Chinese local brand can drive product innovation and corporate spirit renewal with culture as its foundation. At the 10 billion yuan revenue milestone, Fotile chose to elevate its brand mission from product level to social value level, reflecting the strategic transformation of leading kitchen appliance companies from "selling products" to "selling culture." Towin PR observed that more companies are beginning to emphasize brand culture building and integrated communication at launches, strengthening internal cohesion and external brand recognition through online-offline synergy.
Summary
The 2019 Fotile New Product Launch was the third consecutive brand launch project serviced by Towin PR. The event not only introduced new products like the next-generation smart range hood but also unveiled the new corporate mission "For the Happiness of Hundreds of Millions of Families." Towin PR, from event planning to execution, fully assisted Fotile in communicating its brand upgrade externally, providing a reference case for the industry combining brand launches with cultural communication.
