DEERMA, an innovative electrical appliance brand founded in 2011, is focused on the research, production, and marketing of environmental humidifiers, vacuum cleaners, small household appliances, small kitchen appliances, and other categories of products. Centering on direct control of the entire industry chain and precise selection of products, it produces innovative small appliances with excellent design, high quality and high cost effectiveness. DEERMA`s humidifiers, stick vacuum cleaners and other products have set the standards for the industry. Through an experienced young management team, DEERMA offers strong online operation capabilities. It plans to extend its overseas footprint and launch a global development strategy. BRAND VISION Evolve into an innovative product company loved by one billion consumers worldwide. With efficient management, ultimate supply chain, and the creation of ultimate single items as our core development strategies, we strive to achieve a prime operating revenue of more than 10 billion yuan by 2023. BRAND VALUES Customer focus, struggle-oriented, talent first, innovation, teamwork, sincerity and trustworthiness. Brand Mission [Improve the details of life through products, enabling people to enhance the quality of life" As people continue to pursue the quality of life, there are numerous details that can be improved in life. With innovation and creativity, DEERMA creates high-quality small appliances, improving those neglected details of life, and satisfying consumers` desire to enhance the quality of life by starting from the subtleties. Product Ideas [Design should not exude a kind of fake luxury, but be a necessity to enjoy life" DEERMA believes that the product is closely related to life. Product design should be closely connected with life. We should re-design the daily life familiar to consumers, and make products a cherry on top to improve the details of life. Good design can stand the test of life`s daily realities, and in turn a good life ties into ingenious design.

Amid the CCTV Xinwen Lianbo on the night of November 1, a two-minute news report titled Consumption Upgrade: Massive Energy from Small Household Appliances Market gave an interview with Mr. Cai Tieqiang, Chairman & Founder of Deerma on the reforms of enterprises in Shunde and their active explorations to blend in the new development pattern. Following is the report: How to make effective reforms to blend in the new development pattern for the small and medium-sized enterprises? In today`s enterprise interview - Strive to Build A New Development Pattern, welcome to our coverage on the interview with the chairman and founder of Deerma, an SME in Shunde, Guangdong.

On October 24, Lu Yi, Secretary of CPC Foshan Municipal Committee, arrived in Shunde District for inspection on implementing the important speeches and instructions of General Secretary Xi Jinping at the celebration of the 40th anniversary of the establishment of Shenzhen Special Economic Zone and amid his visit in Guangdong. On the morning of October 24, accompanied by Li Junwei, Deerma CEO and Sun Fei, Deerma CFO, Secretary Lu Yi, municipal leaders Guo Wenhai and Guo Changyong and their entourage visited Deerma for in-depth inspection and investigation on enterprise development. Deerma is an innovative appliance manufacturer specialized in the research and development, design, production and sales of electrical appliances in lifestyle, beauty & personal care, maternal and infant care and water health. It now holds three business goups, namely Deerma, Philips Water Solutions and Flying Fish. In the exhibition hall, while introducing the advantages and innovative products of Deerma, Li Junwei shared Deerma`s practices under the new pattern of dual circulation and also narrated Deerma's growth from innovation, accumulation to success, that is seizing the the opportunity of the dual circulation to keep the leading position in domestic e-commerce market, improving the industrial chain construction to combine the digital economy with the real economy, and actively introducing the brand and the concept of China`s innovation to the globe. After understanding Deerma`s innovative appliances, Secretary Lu Yi spoke highly of its efforts to satisfy people's yearning for a better life and promote innovative development. He also encouraged Deerma to keep its open mind to further boost the innovation featuring "World Technology + Created in Foshan + Global Market" and make greater efforts to achieve satisfactory results in building the new development pattern. Secretary Lu Yi also stressed that Shunde District should soon and earnestly study and implement the important speeches and instructions of General Secretary Xi Jinping at the celebration of the 40th anniversary of the establishment of Shenzhen Special Economic Zone and amid his visit in Guangdong, seize all opportunities to make further achievements, and promote high-quality development at a higher starting point under higher requirements, thereby making greater contributions for Foshan to lead prefecture-level cities in Guangdong. First of all, Shunde District should be committed to the new development philosophy, hold on to the real economy and manufacturing industry with focus on the high-quality development of the manufacturing industry, thoroughly carry out the the strategy of innovation-driven development, promote the extensive and intensive development of high-tech enterprises, and further strengthen the power of manufacturing for a better life. Secondly, Shunde District should promote the reform and opening up at a higher starting point, further boost the transformation of village-level industrial parks under the construction of a reform and innovation experimental area of high-quality development system and mechanism in Guangdong, make greater efforts to solve practical problems from the high-quality development, and create a market-oriented, legitimate and international business environment. Thirdly, adhering to the philosophy of people-centered development, the fruits of high-quality development should be better shared for the public interest so as to constantly enhance the sense of acquisition, happiness and security of the masses. Fourthly, higher requirements should be applied to strengthen Party leadership and building. Shunde District should thoroughly implement the general requirements for the Party building in the new era, build the primary organizations of the Party into powerful fortresses to lead the modernization of primary-level governance, thus providing a strong support for embarking a new journey and achieving the second centennial goal. (Organized from Foshan Daily)

Recently, Deerma under Flying Fish Group completed Series B funding of RMB380 million, which was jointly invested by Cathay Capital, Jinyi Capital, Fortune Capital and other financial institutions. Deerma will continue to increase investment in product development, marketing innovation and overseas development under the strategies of "brand diversity, category diversity and globalization". Founded in 2011, Deerma is an emerging brand of small household appliance in the era of e-commerce. Since its establishment, Deerma has been widely favored by Internet consumers thanks to its original design and cost-effective performance, and won many international design awards such as iF and Red Dot Award for several years in a row, as well as many industry titles such as "Top100 Brands of Chinese Online Brands", "Popular Household Appliance of Online Shopping" and "TOP20 Brands of New Domestic Brands for the Future".

On August 12, 2020, the Annual Meeting of Surface Cleaning Household Appliances Industry was held in Beijing, during which this meeting, the List of Recommended Surface Cleaning Household Appliances for 2020 was released. Featuring great performance and market reputation, Deerma Ultra Light Cordless Vacuum Cleaner was highly recommended at this annual meeting.

On June 19, 2020, Hurun Research Institute released Hurun China Cheetahs 2020, which was the first attempt to define China's high-growth enterprises that were established in and after 2000 and are most likely to become the unicorn with estimated value of USD1 billion within five years. Deerma was the only one listed among the enterprises in Foshan.

On April 16, the annual AWE Award Ceremony had a grand opening online. The Organizer released the winners on several live streaming platforms. This session is the first online event of the award since its establishment.

Yesterday, good news hit us again. Deerma was granted Red Dot Design Award! After winning three iF Design Awards, Deerma made another glorious legend-- two Red Dot Design Awards for its Dual-purpose Ironing Machine and Multi-functional Cordless Vacuum Cleaner featuring innovative product design and unique product experience.

Recently, the winners of iF Design Award 2020 were announced. With its innovative design and excellent functions, Deerma once again stood out from 7,000 plus entries around the world, and won three iF awards for the Dual-purpose Ironing Machine, MQ600 Hair Ball Cleaner and Mini Mist-Free Humidifier.