Arrow sews up 10-year expansion plan

Marketing via Middle East and BRI to promote firm's innovative product line

Arrow Home Group Ltd, a Chinese ceramic sanitary ware and smart home services provider, said it has sewn up its global expansion plan for the next 10 years.

Arrow said it aims to establish a network of dealers and franchises covering 180 countries and regions by 2031. The focus of its expansion will be on economies participating in the Belt and Road Initiative.

Lu Jinhui, deputy general manager of Arrow, said, "Arrow will ramp up resources to explore countries and regions involved in the Belt and Road Initiative."

Arrow's products and services are already available in more than 68 countries and regions, including Australia, Indonesia and Senegal.

According to him, Arrow sees the Middle East, which it entered in 2003, as an important gateway to international markets.

The company was a designated ceramic sanitary ware supplier to the China Pavilion at Expo 2020 Dubai UAE. The honor came Arrow's way after 27 years of research and development activities in product innovation, which was accompanied by strategic brand building.

Lu said Arrow's products are used at several local landmark sites. To better exploit opportunities in the region, Arrow unveiled products tailor-made for local consumers.

In the United Arab Emirates, where water consumption is the most precious in the world, each drop of wasted water may add up to an environmental threat.

So, Arrow developed toilets with high water efficiency. Their unique sewer design and a flushing structure reduce water resistance and water consumption, Lu said.

Arrow is committed to green development, and its products will entail only a tiny carbon footprint, he said.

"Arrow's advantages in overseas markets come from excellent manufacturing capacities in China, a wide range of household products, a mature overseas marketing system and years of brand influence,"Lu said.

Analysts said Chinese sanitary ware product makers such as Arrow have made rapid progress in both product development and design in recent years.

The Chinese sanitary ware market is no longer dominated by foreign brands, and more Chinese companies in this segment are going global.

The sanitary ware sector is being reshaped by artificial intelligence and the internet of things, said Liu Buchen, an independent expert who has been following the smart home industry for years.

China's smart home market is expected to see rapid growth in the coming years as high-end AI-powered products grow in popularity, according to a report from the China Center for Information Industry Development, a Beijing-based think tank.

In the next 10 years, Chinese household products will enter a new era of smart home economy and need to embrace digitalization to transition to the intelligent product era, so as to better meet people's demands for a high-quality life, Lu from Arrow said.