Home appliance brand SharkNinja targets Chinese market

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03:04

With China’s opening up, an increasing number of international firms are looking to cash in on China’s shift to a more consumption-driven economy and the increasingly gadget-obsessed Chinese middle class. The latest company attempting to gain a share of consumer spending is the American vacuum cleaner maker SharkNinja.

“We’ve seen an expansion beyond America and other markets. We don’t see any reason why China should be different,” said Mark Barrocas, president of the company, with confidence.

Indeed, SharkNinja went from a mere one percent market share in the US back in 2008, to more than 20 percent in just a few years. Currently, it’s the market leader for vacuum cleaners in the US, and a major retailer of other home appliances.

Barrocas told CGTN that the secret behind their success is SharkNinja’s unique way of approaching the markets.

“We understand competition as well as markets. We believe we approach the market in a very unique and different way, by putting these tremendous focuses on consumers,” he explained.

CGTN Screensnap

While Shark’s products are manufactured in China, their sale in the country started just now.

Barrocas said he wanted to benefit from China’s opening up as well as obvious characteristics of the Chinese market.

“There’s obviously growing middle class that’s looking for technology and appliance to help them be able to maintain their homes in a better way. I think, at the same time, there’s new technology and new ways of being able, for consumers, to clean their homes,” he said.

Barrocas added that Chinese families want to spend more time with each other and enjoy their homes. He thought SharkNinja’s products will be able to help realize the wish.

(Timothy Pope also contributed to the story.)