The company is the creator of this type of device and, in fact, the author of a new product category in the domestic market. How it was, where these devices are now used, what are the plans for product development - in an interview with Mikhail AMELKIN, Director of Product Development at TION.
We are sure that our readers know what a breather is, but let's remember what this device is for?
A breather is a compact supply ventilation device that TION specialists created and introduced to the domestic market first. It serves to ensure that people can ventilate rooms with closed windows, get rid of stuffiness at home without drafts, noise from the street and dirty air.
15–20 years ago, it became clear that the plastic window market had created a "stuffiness market" and the question arose of how to organize competent ventilation without losing the main advantages of plastic double-glazed windows – silence, no drafts, dust and dirt from the street. Answering it, we developed a device that performs all the functions of supply ventilation: it supplies air, cleaning it from dust, allergens, harmful gases, and also heats it in winter to a specified temperature. We managed to create a relatively inexpensive product to install and operate, which in terms of a number of key indicators surpasses the main types of ventilation devices.
Tell us, how did you bring to market a product that did not exist before?
Creating a high-quality device that leads in terms of technical characteristics was not enough for commercial success. We had to invest a lot of effort and resources in the development of the product category itself. That is, at the start, few people knew and understood what kind of device it was and what benefit it brings. And, until a person, hearing the word "breather", understands what kind of device it is and what it is for, it is pointless to talk about the advantages over other solutions. Most of the content and promotion was aimed at explaining to people how breathers can solve their pressing problems, including the problem of poor sleep, allergies, stuffiness, etc.
And the second task was technological. We launched the product, carefully monitored feedback from the market, technology, quality statistics to understand what is important to the market, how technical solutions perform in the long term — at least a year to go through all seasons, all climatic conditions in different regions. Guessing the characteristics of a future unique product for the ideal Product market fit is a utopian and ungrateful task. The main value is real feedback from the market, plus the ability to hear it. Then we used the information received in the development of new models.
How has the TION breather evolved over time? What has changed in 10 years?
For more than 10 years after the creation of the first breather, we have gained invaluable understanding of what devices are needed in this market, what niches there are in terms of technical characteristics, price, and functionality. And our evolution is that we fill these niches, understanding what the consumer needs.
Plus, of course, technical evolution — improving technical characteristics. Since a breather is a supply ventilation device, the main parameter is how many cubic meters of air per hour it supplies and at what noise level. That is, we are constantly striving to improve the "performance-noise" ratio so that the devices operate quieter and supply more air, with minimal dimensions and price.
There are also secondary functions, for example, the level of purification, air heating, appearance, additional options. It became clear how the tasks are classified — what kind of line is needed, that people need different performance, different dimensions in combination with different degrees of purification, expectations for appearance.
In parallel, there is a digital evolution — we are moving in the trend of IoT (Internet of Things), the task for the coming year is to ensure communication with the cloud server of each TION device directly.
Now the breather market has formed, how does TION differentiate itself from competitors?
I would not say that the market is completely formed. Yes, it has begun to take shape, more or less saturated with competitive solutions, but there are still many niches not filled — in terms of the combination of technical parameters.
All TION breathers are the company's own development, which takes into account the Russian climatic realities, habits and requirements of Russian consumers.
I will dwell on the noise in more detail, because this is the most important and most difficult parameter. When choosing a device, you need to see what noise corresponds to what performance. Often the noise is indicated "at minimum", and the performance is in turbo mode. It is necessary to compare the noises of two devices at the same performance (for example, both are turned on at a speed that provides 60 m3/h) and the same load on the device (either both devices are "on the table" or both are mounted on the wall with an air duct and a grill and a complete set of filters). The next trick is the numbers that the manufacturer indicates for noise. We often encounter, measuring different devices, that the indicated numbers do not correspond to reality. Including, this may be due to different methods and test conditions, different measuring equipment. Experience has shown that according to the passport data, you can correctly compare only different devices from the same manufacturer.
We measure in a special quiet room, according to the state standard method, with verified equipment. Another important detail is that we look not only at the total decibels, but also take acoustic spectra, see if there are peak tonal noises. The trick is that the device may have an acceptable integral noise level dB(A), but at the same time there is an unpleasant squeak, rattle, etc., which can be very annoying when falling asleep. In addition, we collect focus groups of "listeners" to discuss how pleasant or annoying the noise of the device is. All these parameters are important to us, and we do not let devices pass further if they have any tonal noises and unpleasant sounds. Plus, of course, we try to keep up with the trends in the household appliance market in the field of appearance and design.
You mentioned the high quality of devices and service. Tell us more.
Even at the start, when launching a new device, we built the work of the service in such a way as to collect and analyze feedback and information about errors for each device, almost manually. This was critical at the start in order to catch problems in a timely manner, fix errors, and modernize equipment. Since then, the scale of production and sales has increased more than 10 times, but we have retained an individual approach.
Yes, our service department is a large and resource-intensive division in TION. Our level of service has become another important competitive advantage. According to feedback from our partner dealers, many customers are guided specifically by TION because of the higher quality and reliability of devices and confidence in our fulfillment of all warranty obligations.
How do you plan to develop breathers and what new categories/products should we expect from TION in the future?
Next year, we plan to launch a new breather model in the mid-price category with improved noise and performance characteristics and in a new design.
We will also launch models more powerful and larger than the current ones. Breathers with more serious parameters for a higher price category are also in development, and we will also step into the ventilation market by releasing a line of small supply and exhaust units with recuperation.