Thermomix, Lidl, innovation, obsolescence… How Magimix plays the difference

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INTERVIEW // Maxime de Jenlis, Managing Director of Magimix, returns with Digital on what constitutes the “quiet power” of his household enterprise within the face of competitors which redoubles its inventiveness to draw customers.

We not current Magimix which has managed to settle on the high of the premium manufacturers of small family home equipment. With its origins as an industrial specialist in motors – the corporate will depend on Robotic Coupe, the world chief in skilled kitchen tools current in 190 nations – the 100% French producer cultivates its distinction by highlighting its household firm spirit. which provides costly merchandise, however of high quality and desirous to be indestructible. Manufactured in its Burgundy manufacturing unit in Montceaux, robotic cookers, meals processors and different blenders stay standard fashions, even when they don’t incorporate the newest applied sciences. Coerced and compelled, the model had but to adjust to connectivity in 2019, adopting Good Join, a USB key linked to a sensible well being related scale that Magimix regarded as promoting discreetly. In September 2021, it is going to launch a sensible well being related blender, proof that we might be mistaken in regards to the style of its clients. This launch offers the chance to take inventory with its managing director, Maxime de Jenlis.

DIGITALS – Magimix is ​​again with new sensible well being related merchandise. What are you able to inform us about it?

MAXIME DE JENLIS – We’re successfully launching a brand new, higher-end, extra highly effective, higher-capacity blender, in addition to a extra compact entry-level blender. The excessive finish might be sensible well being related. It connects to our software which has a dietary program because of the sensible well being related scale and a nutrient counter for diets. We’re a part of the frontier of sensible well being related well being. We do not need connectivity to be a gimmick. The app should have substance and added worth. That is what we do with the Prepare dinner Knowledgeable and we now prolong it to the blender.

When the Good Join was launched on the Prepare dinner Knowledgeable, you advised us that you just didn’t imagine an excessive amount of on this expertise. Spreading it within the blender exhibits you were not essentially proper, proper?

We’re a conservative model. We don’t throw improvements within the air. We’re taking it gradual, ready for consumer suggestions, and we’re evolving. It’s a qualitative philosophy and a wholesome relationship to time. We put it in our robotic cookers. We measured the speed of desirability. We realized that this was what was chosen by over 60% of our customers. It is extremely excessive. So, we provide this accent for the Blender, the Prepare dinner Knowledgeable and the Prepare dinner Knowledgeable XL at 100 € for the important thing and the size.

And that is what makes Magimix a bit “old school” model, is not it?

I don’t settle for the time period “old school”. Quite the opposite, our conception is fashionable. That is what’s going to occur to the robots. I perceive very nicely the seductive impact that this will have and the flashiness of sure applied sciences. Our equipment is above all culinary. And our robotic is essentially the most profitable from this perspective. Investing in a digital interface is cool, however that is not the purpose. Making a double-walled chrome steel bowl prices much more than putting in a pleasant shiny display, but it surely will not have sturdiness.

However for the Chinese language market, do not you miss that little “flashy” contact?

We have to do pedagogy for the Chinese language market. It’s a problem. We’ve to embrace this bias. This doesn’t imply that we are going to not improve our display. We will scale apps very nicely. These are applied sciences with massive communities of builders. Our app means that you can improve the machine’s firmware and add new functionalities.

What’s your market share?

We’re the market chief forward of Moulinex, if we solely take GSS [grande surface spécialisée, NDLR], with 40-45%. However this doesn’t keep in mind the Lidl robotic and the Thermomix [en vente l’un et l’autre uniquement via leur propre réseau, NDLR]. Lidl has handed out complete pallets of robots, however they’re recalled by the patrol. We don’t field in the identical class. In any case, this made it attainable to extend the tools price. We aren’t but feeling the consequences, however we don’t despair of consumers shifting upmarket. If we take the market as a complete, Vorwerk stays the chief with its Thermomix, in any other case.

Whenever you see Vorwerk branching out on-line and with bodily shops, does that offer you any concepts?

We’re in a distribution mannequin that we aren’t going to vary. We aren’t going to muddy the waters and ship the improper sign with our personal shops. Our e-commerce is there. Prospects familiarize themselves with the product in supermarkets. This isn’t a web based impulse purchase. They wish to deal with it beforehand and have a bodily really feel for the product.

How did you get by means of the well being disaster?

We had a constructive impact like all small family home equipment. The disaster has been constructive for the enterprise. And as we have been made in France, we have been capable of meet demand, despite the fact that we have been impacted by the commodity disaster and the rise in costs. The Meals Processor was a high vendor for us.

What’s your turnover?

We account for 40% of the GSS robotic cooker market, 40% of the robotic and juice extractor market, 20% of the blender market, 50% of the Nespresso market… I will allow you to do the mathematics!

You retain your ft on the bottom …

Magimix is ​​30 years of repairability, engine and spare elements guarantee, significantly robust after-sales service. It’s the alternative of brief and backward suitable ranges. There isn’t any obsolescence, that is sturdiness. That is our logic. It is a professional’s logic who needs a machine that’s the most sturdy, and subsequently the most cost effective in the long run. We’re a household enterprise and we don’t wish to disappoint our customers. That is the mastery of a small French firm. We do not wish to be redeemed by the Chinese language. We do not wish to expose ourselves an excessive amount of.

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