Wisconsin is Saved
Submitted by advisor on Tue, 07/20/2010 - 7:39pm.
As Sub-Zero considers leaving Wisconsin a manufacturing wasteland with good cheese, who steps up to the plate to swing for the bleachers? None other than Watertown Industries, the long time parts and private label manufacturer of cooktops and rangehoods for some of the biggest and smallest names in major appliances. Watertown will begin to sell high end appliances (induction cooktops, towel warmers, warming drawer) only over the internet, no distributors, or dealer involvement.
Yes, yes you say, they will only sell 10 - 15 units per year. We might say, Really? That many? But in Wisconsin, that's 10 - 15 more units than they were going to sell. The new brand is Western Premium. And we wish them good luck.
Western Premium Brand online store.
Milwaukee Journal Sentinel story Jul 19, 2010: "Watertown appliance-maker decides to debut own brand"
The Sub is Sunk !
Sub Zero seems to be relying on a leaky lifeboat to save the day. Western Premium Cooktop is expecting consumers to buy a "no-name" induction cooktop over the Internet, with no dealer or distribuor support for $3250. Brand names like Bosch, Electrolux, GE, Thermador and Viking are available for a comparable (or less) price ! Give me a break !
... and best of all ...
... the dealerships where all those brand names can be had all have windows you can throw you unit thru if you're unhappy !!! Where do you go to get an "internet-only" product serviced, returned, etc. ???
Warren Buffet
Warren Buffet has developed one and it is tax free.
OEM Thought Process
Well some manufacturers put these guys on the map and they have no respect for dealers or distributors. I hope they fall flat on their collective faces. They will give the high end a bad name. I am surprised if people still continue to have them make products for them.They have no appreciation for the profession.
Right of Refusal
I am sure the major manufacturers did put these guys on the map. I'm also sure they took these ideas to the big boys and that the OEMs responded, "100 or even 1,000 units? Not for our catalog, not enough volume", or maybe "we're not interested in licensing your patents or technology". If GE, Electrolux, Kenmore, and the like aren't interested in a marketable product, what do you expect these guys to do?
Induction
Induction has been around more than twenty years. Hard to educate the public. My educated guess is we have a group of bottom feeders who really don't know the market overall from design to service and they will give the industry a bad name. Usually OEM guys , with all due respect are not equipped technically to handle a product of this caliber. They are led by the nose technically to produce a product at the lowest price for the big guys. Hard to believe they hired away any great technical people from anyone. A copy of someone's good work I think.
I'd Agree ...
... about Induction, but add that the reason why it is " ... hard to educate the public ..." is because the manufacturers never spent enough time educating sales associates !!! Hell, what I know about Induction originally came from my own personal interest in the concept !!!
If you are a "greenie" and worried about safety, then Induction is something you NEED to look into ... unfortunately, unless a potential customer comes in and specifically asks about it, then the sales associate nary broaches the subject ... either because he/she is inadequately trained, or is a simply a poor excuse for a sales associate !!!
Education
I guess if one could falsely pawn this off as a green product it would get a better response. With Marketing the spin is more enticing than the content. Once you rope them in then give them the scoop. That may work. I just think because of the type of cooking pans required it makes people think too much.
"Green" is as "Green" does ...
... so I don't see how you could call this false !!! Instant-on and instant-off means saving BTU's to bring up to temperature, re-heat, etc !!! It's just the fact of the matter !!!
The cooking pots and pans are inconsequential, and a magnet is all a good sales associate needs to demonstrate the unit ... on the other hand, there are those "hybrid" units to consider as well !!! One the other hand, I remember when DIVA use to give you a proper set of pots and pans with the purchase of their unit !!!
Somewhat Foggy
I have seen the units operate but I wonder if it is like a nitro drag racer that gets there quick but is not really economical. How would you cook ? How would you sautee ? Not a groundbreaking practical product for major distribution I believe.How many people want to spend another several hundred dollars on pots and pans. Just a thought.
Cooking on Induction ...
... is certainly easier and more predictable on Induction because the relative recovery between temperatures is quick and easy ... saute, simmer, and even low-low are much more to the liking of serious cooking aficionados (and I include myself in that lot) ...
Yes, some folks might have to buy some new cookware ... that was the brillance of the DIVA "giveaway" ... but those serious enough to consider Induction would not find that such a reach !!!
Now, there's good proof that the major manufacturers have never really, truly, and honestly gotten behind Induction, as exemplified by the fact that none of them have gotten together with say All-Clad, Cuisinart, etc. to feature a special programme linking Induction to their pot and pans !!!
... and that's just too bad ... really too bad !!!
Induction Continued.
The relative cost of the product has been the first obstacle to mass merchandising. Adding the cookware just increases an already costly product. The issue with cost is the suppliers of the "power engines" as they seem to call them has been kept unreasonably high in anticipation of a very accomodating consumer who the suppliers are obviously insulated from either by design or they just over rate their product. When we looked at partnering with the All-Clads of the world it did not make sense to expect large volumes of sales. I cannot recall a lot of R&D cooking being done by some manufacturers. It didn't seem to give a big enough return on the investment. That does not mean Watertown Products can do better. They either will accept low numbers of sales or just don't understand the market. Who knows , maybe to give them credit they are attempting to become a player in appliances.
From the outside ...
... looking in but really not knowing where to look, or whom to ask, there is a dearth of knowledgeable manufacturer's reps which translates down to untrained sales associates ... I just never understood that !!! The produce gets a great intro @ places like K-Biz but then it kinda dies there !!!
Maybe Watertown is reacting to that aspect ... time will tell !!!
Retained Employees.
The problem with the newer technology and what gets to the consumer gets complicated when you have the high rate of turnover that exists at the dealer level.That is why I value the distributors so much. They carry the ball a heck of a lot better than the manufacturers who just can't/won't cover the territories like the local distributors do.Watertown needs to latch onto good distributors. The consumers I don't believe will buy $3,000 plus technolgy like that over the internet.