孚诗Alessandro Soprani：高端品质引领高端生活

第20届中国国际厨房、卫浴设施展览会及系列配套主题展于2015年6月3日-6日在上海新国际博览中心隆重举办，这是一个不比平常的行业展会，她既代表中国厨卫产业发展的深度、广度和高度，又孕育着中国厨卫产业发展的主流趋势；她越来越受到政府、厨卫产业、主流媒体、以及广大住宅建设产业单位和消费者的关注、支持、积极参与。本届展会，房天下家居媒体中心以“心动上海秀出”为主题，关注行业内手持的参展商，关注让观众心动的新奇产品，关注一切让展会沸腾的声音。

采访嘉宾：孚诗（上海）贸易有限公司总裁助理Mr. Alessandro Soprani

【房天下家居网】：Foster is a well-known brand in European high-end kitchen market. But in China, Foster is just a freshman, not familiar by Chinese consumers. Mr. Soprani, could you please introduce briefly something about Foster and your position in the market?

Foster作为在欧洲高端橱柜市场上的知名品牌，才进入中国不久。大多数国内的消费者对Foster都不是很熟悉。请您介绍一下Foster这个品牌和市场定位吗？

【Mr. Alessandro Soprani】：Foster is certainly a freshman on the Chinese market, even though our brand has been known to the people in kitchen business in China already for more than 10 years. During this period we have been selling sinks on this market, but not with our direct presence. Now we have decided to enter the Chinese market with full force, and we have established our own trading company in China in April 2014. Since then we have done a lot of work, both in setting up our distribution organisation and in obtaining CCC certification for our ovens, refrigerators and now hoods. Our strategy for the Chinese market is simple: Foster wants to bring to our customers a high-value product, with the finest Italian design and technology, and a competitive quality-price ratio. We want to offer a product which is fully and proudly made in Italy, and is imbued with our long history and tradition for fine craftsmanship and design, and the special love for art that we have at Foster. Our positioning is also simple: - high-quality, fully Italian made product;- selective distribution: only selected partners in each Province will have access to Foster products. We want to build value for our distributors and their customers. - attentive price-positioning: we offer top quality products, but to a more competitive price compared to our direct competitors at the top-end of the market.

Foster对国内消费者来讲是个比较陌生的品牌。但对很多橱柜行业的人来说，其实可能10几年前就在国内看到过我们。之前有些国内的合作伙伴已经将我们的水槽引入国内。但现在我们已经在2014年4月设立中国子公司，下定决心更好的开拓中国市场并更好的服务本地客户。现在Foster中国（孚诗上海）致力于完善国内的经销商网络，并完成了相关电器产品的CCC认证等。

我们在中国的战略其实很简单：就是想以具竞争力的性价比，将能体现完美的意大利设计和工艺的产品，带给中国的消费者。因此我们很自豪地带来了完全意大利设计和制造的产品，这些产品体现了Foster对设计和制造工艺长久以来的坚持，和对艺术的执着的热爱：

—高品质，意大利制造

—精选的经销商网络：Foster在不同区域精选合作伙伴。更好的服务当地消费者并和我们的渠道伙伴一起创造双赢的结果。

—有竞争力的定价：我们提供的产品，以及和高端市场上其他竞争对手相比更有竞争力的价格。

【房天下家居网】：Foster is known for its brilliant design. Do you have some amasing new products launched in this K&B to share with us?

Foster因其优雅的设计而著称。在本次展会上，您有什么特别的新品可以推荐给我们吗？

【Mr. Alessandro Soprani】：At K&B we introduce for the first time in China our new complete range of appliances called FL. The ovens have a stunning, pure design, either in white or in glass mirror finish, and offer a complete range: 46 cm steamer, microwave, and coffee machine, 60 cm multifunction oven, 90 cm oven, 12 cm warmer drawer. These products are CCC-approved. We also introduce our RedDot award winner, the Wave sink, with its beautiful design integrating the straight lines and tight corners of the Quadra design with the curved wave on the sides, which both has a design purpose and a practical one, making it easier to clean the bowl. And lastly, we introduce our Gun Metal undermount bowls, with their gorgeous dark metal colour. The surface is treated with a high-technology surface treatment that, apart from colouring it, makes it 2,5 times as hard as normal stainless steel.

在本次展会上，我们首次在中国市场引入全新的电器系列——FL。FL系列设计出色、纯粹，有白色和镜面两种面板，并可以提供全系列产品：46厘米蒸箱、微波炉、咖啡机；60厘米多功能烤箱，90厘米烤箱和12厘米暖抽。所有产品都通过了中国的CCC认证。

我们还展出了我们获得“红点奖”的水槽，新的“Wave”系列。“Wave”水槽漂亮的设计融合了直线条、小转角和波浪状的边。这种设计既美观又实用，使水槽更容易打理。

后，还要接受下我们独特的枪黑色水槽，Foster家推出这种暗金属颜色的水槽。这个颜色是由于我们采用了一种先进的表面处理技术，不但赋予普通不锈钢水槽独特的颜色，更使其表面硬度达到普通不锈钢水槽的2.5倍。

【房天下家居网】：Could you please introduce the latest trend in European or Italian kitchens to Chinese consumers?

您能和我们分享下目前欧洲新的厨房发展趋势吗？

【Mr. Alessandro Soprani】：The latest trend in kitchen design in Europe, and especially in Italy which is the leading Country in terms of design worldwide, is still focused on pure lines. Minimalism in design is still important, but now it is more and more blended with functionality. The kitchen must still be beautiful and streamlined, but also easy to use in everyday life. People lead a very busy life, they have little leisure time. The kitchen is designed to be the heart of their home, where they can spend time with their loved ones, relax and have a good time. For Italian people the family is the center of their life. We, as Italians, are the best qualified to design a kitchen, and (as far as Foster is concerned) its appliances, around the heart of the family, serving at best both key-features: beauty of the product, and functionality of the product.

A：当前欧洲的厨房设计潮流，尤其是在意大利，您知道意大利总是引领世界设计潮流，是流行直线条设计。这种极简主义的风格还是受重视，但现在越来越融入了功能的实用性。厨房必须要非常好看，简洁，并且能方便每一天的使用。现在人们工作越来越忙，娱乐时间越来越少。厨房是整个家的核心功能区，不单单是做饭，也是一个和亲人一起，放松和享受的地方。对意大利人来说，家庭是重要的。我们， 意大利人，我想是适合设计厨房，和厨房电器的。因为我们始终以家庭为中心，提供关键的因素：美观！实用！

【房天下家居网】：How does Foster bring this latest trend into China market? And making this kind of trend better mergering with local cooking habit?

Foster如何将这种欧洲新的趋势引入中国市场，并让这种趋势和国内的烹饪习惯更好的融合？

【Mr. Alessandro Soprani】：We want to bring the latest design and best Italian quality to the Chinese market. For this reason we have for instance decided to obtain CCC approval for our newest and most modern range of ovens. But we have studied the Chinese way of cooking attentively, especially as far as the cooker hobs are concerned. For this product, we propose a mix of Italian design and quality, and Chinese-adapted functionality. For this reason our new FL range of hobs offers 2- and 3-burners' models, with powerful and super-efficient Dual burners with 5kW (both with Natural gas and Town gas). This burner is brand new and includes the latest, most modern technology in the world, and we have used it in all our Chinese range of products, even before than our European one. So our hobs join the best of both worlds: Italian design, quality and craftsmanship and functionality adapted to the Chinese way of cooking.

我们是想把新的设计和的能代表意大利的品质带到中国来。所以我们现在主推的全都是和意大利同步的新的系列和款式。但是我们也注意到中国有不同的烹饪习惯，特别是对灶不同的要求。像这款产品，结合了意大利的设计和品质，并很好的结合了中国的烹饪需求。FL系列提供符合中国人习惯的2头或3头的灶，并提供了中式烹饪需要的大火力。这种新的高效率灶头功率可以达到5KW（使用或人工煤气）。这个灶头是全新的，并融入了世界新的技术。我们现在全部中式灶都采用这种新的灶头。而欧洲的款式稍后才会更新到这种灶头。所以我认为我们的灶将世界上的两种东西结合到了一起：意大利的设计、品质和工艺，以及中国的烹饪！