"Annual Double 11 is a tough battle for Alen," said Warburg Lee, CEO of Alen Air Purifier, on October 22. A few weeks ago, this high-end American air purification brand officially launched its corporate store on Taobao, marking another major move in the company’s sales strategy after establishing a presence on Tmall and Jingdong.
"This year, Alen will actively participate in the Double 11 competition rather than just passively joining," Lee openly shared his ambitions for the event.
**Alen’s Journey into the Chinese Market**
In fact, Alen has long been familiar with the Chinese market. Its journey began when founder Warburg Lee visited China, where he saw both the potential and challenges of the air purification industry. As a Chinese-born entrepreneur, he was deeply impressed by the rapid economic growth and concerned about the country's air pollution issues.
"Why can't Alen's strengths help Chinese consumers solve air quality problems?" he asked himself. At that time, Alen was already a top-tier air purifier brand in the U.S., ranking among the best-selling high-end models on Amazon. Inspired by this, Warburg quickly formed a dedicated team to focus on the Chinese market and set up a service center in China.
"When we first entered China, we had a team of over 20 people led by U.S.-based marketing experts," recalled Martin Lau, General Manager of Alen China. The brand expanded to Beijing, Yinchuan, and Shenzhen, showing early commitment to the region.
According to an industry expert, 2013 marked the beginning of the air purifier industry's explosive growth in China. Foreign brands, especially European and American ones, took the lead in the early stages due to their advanced technology, design, and functionality. Chinese consumers also showed a strong preference for foreign brands, making them dominant in the high-end segment.
However, Alen struggled to replicate its U.S. success in China. Domestic brands soon emerged, offering competitive products at lower prices and investing heavily in marketing. Brands like Xiaomi, Midea, and TCL began challenging foreign leaders, gradually capturing market share. By 2017, local brands accounted for 22.8% of the market, with several rising strongly.
Cultural differences and Alen’s Western management style made it difficult to connect with Chinese consumers, leading to slow growth. "This was one of the main reasons for our slow progress in China," admitted Warburg.
But the introduction of new national standards in 2016 gave Alen hope. "We believe in high-quality standards and don’t want consumers to be misled. These new regulations are expected to protect quality-driven companies and eliminate those who only seek profit," he explained.
Reinvigorated, Warburg decided to rely on the local team. Today, Alen’s Chinese team is fully composed of local employees. "We’re ready for this time," he said. The company has re-conducted market research, re-branded, and is working to strengthen the Alen brand in China.
The upcoming Double 11 is seen as a crucial test for Alen’s comeback. "We are fully prepared," said Warburg.
**Founder’s Turtle Philosophy**
Since 2013, China’s air purifier market has grown rapidly. Retail sales of air purifiers increased by 130.6% and 162.7% respectively that year. By 2016, total sales reached 13.51 billion yuan, up 14.1% from the previous year.
Compared to other foreign brands, Alen did not grow as fast in China. However, Warburg, in his 50s, remained calm. Many investors and merchants approached him, offering various deals to join the growing market. But he turned them down.
Warburg follows a unique philosophy: the "Turtle Philosophy." In the fable of the tortoise and the hare, the slow but steady turtle wins. Based on this belief, Alen focuses on quality, craftsmanship, and customer satisfaction.
The R&D team conducts countless experiments to balance air output and noise levels. They use handmade techniques to create decorative panels tailored to different home styles. To ensure customer satisfaction, they introduced a 60-day no-questions-asked return policy and lifetime free warranty.
"Other brands add many fancy features, but Alen remains focused on what really matters," said Warburg. He believes good products and excellent service build lasting relationships and drive sustainable growth.
"We still have a long way to go in China, so we're not rushing. We won’t expand blindly because our goal isn’t to be the market leader, but to let consumers enjoy pure air and a better life through Alen products," he concluded.
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