From March 8 to March 10, Jaga organized its first Dealer Conference at the Naked Resort in Moganshan, Zhejiang province. The motto of the event was “get naked with Jaga”. Around 100 dealers from all over the country joined the event, and they spent three pleasant days with Jaga. This is Jaga’s first dealer conference after joining the Chines market, so the event was dedicated to reviewing Jaga’s first year in the market, and presenting the future projects. The conference took place at the Naked resort because Naked is Jaga’s strategic partner, and Jaga products are installed in all their hotels. This way Jaga’s guests had the opportunity to experience first-hand the performance and all the advantages of Jaga products. Naked Heart Valley Resort is the leading LEED Platinum Resort in Asia. The resort promotes life close to nature, in an African wildscape-like ambience.
“在JAGA的整个系统中，目前JAGA中国还只是一个小婴儿，但是我们成长的很快，从这次会议的经销商情况就能看出，我们的经销商有的甚至不远新疆千里迢迢赶来，这是对我们莫大的重视和支持。”Nico Vanherle表示，JAGA非常看好中国市场，同时也相信中国市场将来会成为JAGA整个系统中举足轻重的一部分。
“Jaga China is still new to this market, but we grow very fast, and this conference showed that even the dealers from the far Xinjiang are joining us”, declared Nico Vanherle. “We are very optimistic about Jaga’s success in China, we hope we will have an important role in the Chinese market.”
其实JAGA与中国的渊源由来已久。早在1980年，JAGA德国公司就销售了20个集装箱的采暖设备（散热器）使用在北京1号航站楼上，这也是JAGA产品第一次走进中国市场。2004年，JAGA开始在中国采购配件，从阀门、电路板，控制器到热交换器等。2012年，JAGA在中国成立分公司，试水中国市场，并且于2014年在中国建设第一家全资工厂。2015年，JAGA在中国正式开始销售。
The relationship between China and Jaga started long time ago. More than three decades ago, in 1980, Jaga products appeared in the Chinese market when Jaga Germany had provided Terminal 1 of the Beijing Airport with 20 heating equipment containers. In 2004, Jaga began to purchase parts in China, from valves, circuit boards, controllers to heat exchangers. In 2012, Jaga set up a branch in China, it started with exploring the Chinese market, and later on, in 2014, Jaga established its first wholly owned factory in China. In 2015, Jaga officially started selling its products.
“一开始接触中国市场只是因为一个单独的项目，并未留下很深的印象，但随着与中国开始零配件的贸易往来，才逐渐对中国市场有所了解，通过咨询公司的市场调研，更让我们坚定了中国市场未来的发展前景。”Nico Vanherle坦言，开拓中国市场是一个长期规划的过程，经过不了解，到慢慢熟悉、磨合，再到现在的大力推广和传播，都是JAGA在中国经历的不同阶段。所以，JAGA中国接下来要做的只有一件事，那就是奋力前行。
“At the beginning, we only had several independent projects in China, and at that time we were not familiar at all with the market. Later on, we started to purchase parts from China, and that experience gave as an insight into the Chinese market”, said Nico Vanherle. He admits that getting recognized in the Chinese market is a long term process that demands in-depth business planning. Jaga China went through different stages, from having no idea about the nature of the market, through getting-familiar-process, to the present stage when Jaga is an active player in the market. The next step for Jaga is further growing of its presence in the competitive market ground.
非传统思维
Thinking outside de box
JAGA自1962年成立以来，一直都在用着自己独特的方式来体现自身产品的价值。在JAGA看来，JAGA所关注的不仅仅是公司的成长，更关注如何利用设计与技术创新，为用户创造更为美观、高品质、环保、低能耗的产品。JAGA作为欧洲暖通行业的奢侈品牌，已经拥有53年暖通行业经验，并集热泵、暖气片、智能家居的研发、销售、服务为一体，如今将欧洲舒适暖通产品和理念带入中国，不仅能够提供家庭舒适，商业一体化的系统解决方案，而且还能提供个性定制化服务。
Since its beginnings in 1962, Jaga has always tried to implement its own unique approach to presenting its products. Jaga is not only concerned about the company’s growth, its ambitions go way beyond that: design and technological innovation, and creation of a more beautiful, high-quality, environmentally friendly, low-power products. Over the 53 years of HVAC industry experience, Jaga has become a high-end brand in Europe because of its products, such as heat pumps, radiators, smart home R&D, and for its successful sales and exceptional service. After reaching its popularity in Europe, Jaga decided to introduce its products and ideas to China. Jaga provides households, commercial and business spaces with its smart solution system, and also provides a customized service for its clients.
不追求短期利益的得失，而是重视企业对社会责任的回应以及长远的发展。这，就是JAGA一直坚持的发展理念。因此，JAGA打破传统的思维模式，始终致力于减少温室效应，以体现企业对社会的回报。
With the aim of achieving long lasting results, Jaga actively implements corporate social responsibility in its creative process. This is why Jaga has always insisted on developing new fresh ideas and thinking outside the box. In order to take the social responsibility, Jaga embraced a green approach in creating its products.
这些在JAGA五十余年的发展历程中都有所体现：1962年JAGA开始安装中央供热；1966年JAGA开始生产低温水散热器；1975年当全球能源陷入危机时，JAGA开始了可再生能源的研究，开发全系列热泵产品；1988年，在能源价格下跌至原来的1/3的背景之下，JAGA仍然坚持可再生能源的研究；1995-2004年，JAGA致力于向用户提供包括采暖、制冷、生活热水、新风、智能家居在内的一整套系统解决方案；2005年，DBE套件的问世及体验式试验基地的落成，让用户可以获得更高效更舒适的享受；2009年，JAGA环球世界体验车正式启动；2011年，JAGA推出MOBY体验仓，一个面向未来的智能新风系统。
Over the last 50 years, Jaga has always anticipated the needs of the market. In 1962 Jaga started to install central heating, and in 1966, Jaga began to produce low-temperature water radiators. During the global energy crisis in 1975, Jaga began producing renewable energy products-heat pumps. In 1988, when the energy price dropped and reached less than one third of the original price, Jaga still insisted on implementing renewable energy solutions. From 1995 to 2004, Jaga worked on creating a whole range of products- heating products, cooling products, hot water products, fresh air products, and finally- the total HVAC smart home system solution. In 2005, the DBE equipment basic trial testing was completed, which enabled Jaga’s customers to enjoy more efficient and more comfortable products. In 2009, Jaga World Experience Truck project was officially launched. In 2011, Jaga released the MOBY concept.
如今，JAGA来到中国市场，依然奉承着这样的发展理念，不仅一直坚持推行热泵产品，为用户带来更节能高效的产品价值体现，同时也希望通过JAGA的产品能够引导更多的用户，加入到绿色环保的道路上。“我们并不觉得一定要在中国市场赚取多少利润，只是觉得应该呼吁大家一起传播新能源，未来能为子孙后代提供一片真正的蓝天，到时候我们自然而然会有很丰厚的回报。”Nico Vanherle认为一个品牌要想在市场中获得持续发力，就应该打破传统的思维模式，多站在社会可持续性发展的角度来经营企业。
Today, as an active participant in the Chinese market, Jaga still adheres to the same visionary development concept. Jaga’s goal is to create a perfect, efficient heat pump, with the hope of getting its users more environmentally conscious. “Market growth is not our only goal. We also hope that we will inspire more people in changing their mentality regarding the environment, and that one day the future generations could enjoy our blue sky” said Nico Vanherle, pointing out that in order to survive in this dynamic market, one needs to think outside the box and implement sustainable solutions in their company’s projects.
艺术的殿堂
In the Realms of Art
尊重自然、唤醒灵感、畅想未来、创造情感、建立桥梁，这是JAGA 的企业理念与价值观，这些价值观不仅体现在JAGA的产品上，还体现在JAGA和员工的关系上，更加体现在JAGA和供应商的关系上。同时，这五大理念也让JAGA成为艺术的殿堂。
Respecting nature, awakening the artist, dreaming a future, creating emotions and building bridges, these are the five values that constitute Jaga’s corporate philosophy, and that are reflected not only in its products, but also in the relationship between Jaga and its staff, and Jaga and its suppliers. These five vales give Jaga artistic spirit.
其实，无论是JAGA品牌的VI形象，还是JAGA产品的外观，都让人觉得有一种艺术的气息。但是，真正能展现出JAGA对艺术追求的不单单是这些外在的方面，更在于他的内涵，他对很多细节的坚持。正如一直以来，JAGA产品始终坚持使用可再生能源和可回收材料。他研究自然，并从大自然吸取灵感，利用一切可以利用的原生态能源做好每一款产品的节能改进；他鼓励创造，拒绝一切按部就班的做法，让每位用户成为艺术家，创作属于自己的个性化产品，以提升产品的可持续使用率；他提倡改变，希望人类通过减少频繁的活动来降低污染的排放，以获得一个更少能耗、更少用料的真实世界；他开放创新，欢迎所有研究人员前来JAGA体验实验室，探讨问题和方向，与此同时也可以分享知识和成果。
Jaga brand with its visual identity and Jaga products’ design give off an artistic feeling. Of course, that doesn’t mean that the priority is given to the external aspects of its product. Quality of product matters too, always with the regard of implementing renewable energy solutions and recyclable materials. The inspiration always comes from nature and its energy resources that could help save the energy and improve the product. Using a product in a creative way also plays an important role in the product’s sustainability- once when their primary function is gone, we should use the products as a piece of art. Jaga also advocates the change in the peoples’ mindset towards the energy consumption- “less is more”, less pollution for a better world. Everybody is welcome to “Jaga experience lab” to explore the new ideas, ask questions, and share their knowledge.
可以说，JAGA的艺术气息是与生俱来的。JAGA称自己是一家“反工业化的工业公司”，听起来虽有些拗口，但细细琢磨却发现，形容的非常贴切。一家生产工业品的公司，往往会被人们贴上高能耗和高浪费的标签，但JAGA一直坚持生产低能耗、节能环保的产品，强调对环境环保的可持续性，拒绝一切工业化的行为。这，或许就是JAGA独特的 STYLE。而且久而久之，JAGA的艺术也自然而然与高端一词紧密的联系在了一起。
Art has always been the essence of Jaga’s identity. The company describes itself as an “anti-industrial industrial company”. The deion may sounds strange and contradictory, but that is the most accurate definition. Here is the explanation! A company that produces industrial products most likely consumes a lot of energy and produces a lot of waste. On the other hand, Jaga has always insisted on energy saving strategies, protection of the environment, sustainability of its products, and rejection of the traditional industrial methods. Since its beginnings, Jaga has always tried to incorporate art in its sustainable practices. This is something that makes Jaga stand out from the rest of industrial companies.
“所以，并不是我们想要定位高端，只是我们做的这些事情，对系统、产品的设计，对美感和艺术品位的追求，以及我们一贯秉持的五大理念，从而把JAGA品牌和产品推向了现在这样的高度，但这并不代表产品的价格是普通人不可企及的，我们也会做一些基础市场。”Nico Vanherle强调，高端定位只是为了在客户心中建立一种信任，而在这信任的背后，JAGA一定会做很多基础市场来支撑公司的运作。尤其是对于目前还处在起步上升阶段的中国市场而言，明确定位，找准方向，是非常必要的一步。
“We never wanted to be a high-end brand, but our goal has always been creating a high quality product design, while focusing as well on the esthetic and artistic aspect of our products and following our five values. This approach helped us to get recognized as a high-end brand, but I have to point out that the wide range of our product prices allows us to also have clients with a normal budget “declared Nico Vanherle. He also added that the next step for Jaga is the setting of its prices, which is a necessary step in further creation of the brand’s identity.
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