German Cooking Pots In Asia As A Luxury Brand

While the company Fissler pots in Germany are regarded as sound financial product, they are a lifestyle product in Asia. The cookware manufacturer has managed to establish itself there as a sought-after premium brand.

Shorter cooking time to get the vitamins! That was the message with which took 60 years ago, a pot made by Fissler his triumphal march through the German households. The quick-steaming or pan, cooked the food at higher temperatures, is now one of the most famous Fissler products - and beyond Germany. 1845, Carl Philipp Fissler the company, originally a plumbing and installation firm in Idar-Oberstein in today's Rhineland-Palatinate.Almost 50 years later built the first Fissler field kitchen. On a trailer a stove was installed, could be cooked on the food for the soldiers in the field. The young company but now focused on the production of pots and pans.


Special pots for Asia


The high quality polished stainless steel cookware is now exclusively at the company headquarters in Idar-Oberstein made up. That has not changed since Fissler years the Asian market has captured some before. The company makes there now half of its total sales. While Fissler pots, woks and pans used in Germany for high-quality goods are, they are in Asians to the "lifestyle products". And that is: well-paid Asians have the iPhone from Apple, the car from Mercedes or Audi and the cooker from Fissler be for. The latter to buy only natural in fine shopping centers. And so will Fissler in Asia today called in the same breath with the Nobel brands Gucci, Prada and Louis Vuitton, said CEO Mark Kepka. Fissler is a premium product in Asia: "I always put premium with superior quality, superior design and superior functionality."


The big hit in Asia - how else could it be - are woks, which are among the most important kitchen utensils of this continent. Most Fissler products, Kepka had, but identical in Asia and Germany. For the Asian market but also pots designed with specific functions to prepare special Asian dishes: "It's in our pressure cooker is the case, where we add additional pressure levels, which are thus not needed in Germany."


Asians are critical consumers

In Asia, Kepka had, the company developed a completely different marketing strategy than in Germany. In this country was open to the benefits of a pot in the foreground, or in short: how it works at all! The Asians did indeed know, but is important here: the pot is also a status symbol. Only a very few could afford a pot that is a few hundred euros would cost slightly: "Overall, it is for Asia very, very important to be credible as a company," said Kepka. For Asian consumers are very critical, critical as consumers in Europe. And Asians were also resentful, the managing director: "This means that a company really must take care that the expectations of consumers are met and that consumers will not be disappointed."


Even with the marketing strategy to fit the company from Idar-Oberstein in command of their country's customs. For example, in China or Korea recruit stars from film or television for the cookware from Germany. And in Japan Models wear colorful costumes and then also once a pot on her head: "We do fashion shows in Japan, where the models dressed with Fissler pots are something that one can not imagine this.."


Made in Germany is in demand


The label "Made in Germany" is also of great importance for Fissler. Especially in Asia, says will Kepka, where it now produces some products and also copied. Less of the Asians, but by German rival, concedes Kepka: "Consumers are aware that our products will be related to a promise of quality along the way, we have kept it."


The international business is becoming increasingly important for the company. No later than in three or four years, Fissler will head Kepka, China to replace the largest German market. But not because Germany is shrinking, but because China is growing disproportionately.