"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 premium American air purification brand officially launched its corporate store on Taobao, marking another major move in the sales strategy after its presence on Tmall and JD.com.
"Previously, Alen was more passive, but this year, we are actively preparing for the Double 11 competition," Lee openly shared his ambitions for the shopping festival.
**Alen’s Journey into the Chinese Market**
In fact, Alen from Austin, Texas, is no stranger to the Chinese market. Its relationship with China began when founder Warburg Lee visited the country. At that time, the Chinese air purification industry had not yet experienced rapid growth. As a Chinese-American, he was impressed by the strength of the Chinese economy and concerned about domestic air pollution.
"Why don’t Alen's strengths help Chinese consumers solve air quality issues?" That question led him to establish a dedicated team for the Chinese market and open a service center in China. "We initially formed a team of over 20 people, led by U.S.-based marketing experts," recalled Martin Lau, General Manager of Alen China. The company set up operations in Beijing, Yinchuan, and Shenzhen.
According to an expert in the air purification industry, 2013 marked the first year of significant development in China’s air purification market. Foreign brands, especially European and American ones, took the lead in the early stages. Chinese consumers’ preference for foreign brands helped them dominate the high-end segment.
However, Alen didn't replicate its success in the U.S. market in China. In the following years, local brands emerged rapidly, offering competitive products and aggressive marketing. Brands like Xiaomi, Midea, and TCL started challenging foreign dominance.
Despite these challenges, Alen found new hope with the introduction of the 2016 national air purifier standards. "We support high-quality standards and want to ensure consumers aren’t misled. These standards will protect quality-driven companies and eliminate those who just chase profits," Warburg said.
This time, Warburg placed trust in the local team. Alen now has a fully Chinese team working to reposition the brand and rebuild its image in China. “We are ready this time,†he said. The company has invested in market research and brand repositioning to strengthen its presence.
The upcoming Double 11 is a key test for Alen’s comeback. “We are fully prepared,†Warburg emphasized.
**Founder’s Turtle Philosophy**
Since 2013, China’s air purification market has seen explosive growth. Retail sales of air purifiers increased by 130.6% and 162.7% respectively. By 2016, total sales reached 13.51 billion yuan, up 14.1% year-on-year.
Compared to other foreign brands, Alen did not rush its expansion in China. Founder and CEO Warburg Lee remained calm. Many investors and merchants approached Alen with partnership opportunities, but he chose not to take them.
Warburg, in his 50s, follows a unique philosophy: the "turtle philosophy." Inspired by the fable of the tortoise and the hare, he believes steady progress leads to long-term success.
Based on this belief, Alen focuses on quality, craftsmanship, and customer satisfaction. The R&D team works tirelessly to balance performance and noise levels. To meet individual preferences, they use handcrafted decorative panels. They also introduced a 60-day return policy and lifetime warranty—industry-leading services.
"We may seem conservative compared to others, but we stay true to our values," Warburg said. He believes good products and service are the foundation of long-term success.
"We still have a long way to go in China, so we won’t rush. Our goal isn’t to be the market leader, but to help consumers enjoy clean air and a better life through Alen products," he concluded.
Shenzhen Kaixuanye Technology Co., Ltd. , https://www.icoilne.com