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operational training. All departments of our company work together to ensure the greatest success.” “For us, it is a very big project with lots of


our brands in it,” he adds. “And the VIPSHOP headquarters building will become its global headquarters, responsible for global strategy and the group's core operations.”


Rising to the challenge With such a large and high-profile project there are inevitably challenges. But overcoming those challenges is what the experience of consultants and their equipment providers is for. “Time is tight; the quantity of work is large;


the project is big,” says Zhang. “When other competitors know about this project, they all go to visit the kitchen contractor, hoping to use these equipment brands. Finally, we repeatedly presented the overall analysis of our equipment and the unified project. Te kitchen contractor, the owners and the consultants selected our final brands, based on our cooperative approach and the trust built up by the kitchen contractor and the consultant over many years, as well as the recognition of our brands' quality and service.” In the VIP CEO kitchen, which is situated


on the 33rd floor, Zhang and Lai used Ambach Termoblocks cut into two pieces and welded together on-site. It was the first Ambach block to be used in China with two colors in one block – black on the control panel and red on the body with gold trims – giving a luxurious appearance. “I am always impressed with the Italian-made


monoblock island type of Western cooking range,” says Lai. “Te design is brilliant and attractive. Tis is why I specified two Italian brands from Ali Group – Ambach and Baron – for this project for the monoblock cooking range. It is great that the final result is so perfect. Moreover, the reason we specified a number of Ali Group products is that their products comply to our TFP tender specification.” “In addition, Ali China can provide a one-


stop purchasing service platform, as well as customized service as per the needs of the design,” he adds. “Ali China can provide its customers with excellent after-sales service and quality oversight, which is crucial to the Chinese market. We also would like to


The kitchen contractor, the owners and the consultants selected our brands based on our cooperative approach and the trust built over many years, as well as the recognition of our brands' quality and service


Andy Zhang General manager, Ali China


express our thanks to Ali China for the great support to us all the time.”


A break from tradition Te market-firsts in this project did not end with the innovative use of the monoblocks. Te kitchens in the VIPSHOP HQ also mark a break from the traditional setup of Chinese kitchens because they chose to adopt electric cooking ranges rather than the usual gas-powered hobs. “For this VIPSHOP project, the most


interesting thing is that the entire kitchen is specified with full electrical cooking units for back-of-house and front-of-house kitchens, instead of using gas to do the Chinese cuisine,” says Lai. “Tis is an innovative move. As you know, most Chinese cuisine uses gas woks more than the electric ones. However, for this project, we are glad that Ali Group has so many brands with full-featured equipment to support our design needs.” Innovative in design and representing


the highest quality, the VIPSHOP HQ kitchens are a mark of the close relationship between consultant, client and equipment supplier. Tat collaborative approach is at the heart of Ali Group’s business philosophy and, as this project shows, that strategy continues to bear fruit. 


BRAND WATCH


Ali China is a China-based Ali Group subsidiary to promote, sell, distribute and service a wide range of products through a locally managed partner network.


2005 40


Ali Group founded Ali Food Service (Shanghai) Co. Ltd. in late 2005, with full operations commencing in 2006


Ali China’s equipment delivery is supported by a far-reaching after- sales service network comprising more than 40 service points


24/7


Ali China stocks only original spare parts for the product portfolio and provides 24/7 service capability through its service hotline


info@aligroup.cn Aliworld 29


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