By Jiang Jingjing (China Daily)
Updated: 2008-01-28 16:01

The Root Cyclone technology in Dyson vacuum cleaners separates dirt and dust from the air by centrifugal force and collecting it in a bin. This means the product does not rely on a bag or filter and does not lose suction.

"During development, we beat, bash, freeze and drop our machines before we are satisfied with them. That's how we know they work properly. Every Dyson upright and cylinder vacuum cleaner is covered by a free five year parts and labor guarantee," Stuart-Grumbar says.

"At Dyson we work towards one idea: Everyday objects can be made to work better. It is an obsession. As a result, we are never completely satisfied, not even with our own machines, so we test and analyze them rigorously," Stuart-Grumbar says. He points out that Dyson's microbiology lab grows and studies bacteria, mould and dust mites to discover better ways of removing them from homes.

In order to maintain its leadership in technology, Dyson spends 10 percent of its turnover on research and development. Last year, it appropriated $1.5 billion on R&D. The firm has over 500 designers and engineers who test for over 30,000 hours a month.

The innovative products have gained huge success in Dyson's 44 markets. Dyson vacuum cleaners are best sellers by value in the US, Australia, New Zealand, Canada and United Kingdom.

In 2004, the company launched its DC12 vacuum cleaner tailor-made for the Japanese market. With the advantages of a smaller size and ease-of-use, the product helped the firm increase sales in Japan by 177 percent in 2006, compared with the year before.

"We will tailor make products for Chinese customers too," the managing director reveals. But he says at the initial phase in China, they will introduce its best selling series to the Chinese market.

Home appliance retailers, such as Gome and Suning, will probably be the major channels, and the company did not rule out the possibility of direct selling or e-commerce. "We are still new to China. We will pay special attention to study the market," he says.

A trading company, Dyson Electrical (Trading) Co Ltd, will be launched in Beijing soon, and its sales force will begin operations by then, Stuart-Grumbar says.

Dyson sees huge potential in the Chinese market, and aims to make every step here firm and steady, he adds. "This is just like how we entered the US market, we were very cautious to make sure everything was correct. At the moment, US business accounts for about half of our total business."

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