How Miele delights consumers with storytelling and 'Immer Besser' DNA

Miele’s recent launch of its new experience centre in Hong Kong has strengthened its premium brand positioning over the past 125 years, by celebrating its superior craftsmanship and innovative design.

During an interview with MARKETING-INTERACTIVE, Axel Kniehl (pictured), executive director and board member responsible for marketing and sales of the Miele Group, said the launch of the store is an example of experiential retailing, where the brand wants consumers to experience the products in their daily lives and to cook with it.

Don't miss: Miele celebrates 125 years with new flagship store in HK

“That's why we have these cooking spaces for them to cook with us, to wash their laundry, to try the vacuum cleaner [...] These are not entry-level products. These are premium-to-luxury products. So we want people to have an opportunity, to take the time to be convinced and come into the store quickly. So that's how these stores and these experience centres are set up and built,” he added.

The brand's passion in meticulous craftmanship and progression doesn't come out of the blue. Founded in 1899, Miele has followed its ‘Immer Besser’ brand promise for over 120 years. Translated as “forever better”, ‘Immer Besser’ means that every appliance is designed and tested to perform outstandingly for the equivalent of 20 years’ use, according to its website.

Fast forward to 2025, Kniehl said the brand is not just celebrating 125 years of history, but also a heritage of the brand and its products that have always stayed true to their original DNA – “Immer Besser”. He added:

"That's who we are. Superior craftsmanship, the most beautiful design, and meaningful innovation. So innovation that really changes your life, that really makes your life easier, that helps you make great dishes without having to be the best chef in the world, because we help you through the process."

Resonating with local audience

Given their extended time in housing during the pandemic, consumers have been valuing their own homes differently, with experience being prioritised over price or product quality. According to a survey by PwC, 73% of consumers point to experience as an important factor in their purchasing decisions, behind price and product quality. Meanwhile, 43% of consumers would pay more for greater convenience, while 42% would pay more for a friendly, welcoming experience.

“The pandemic has helped people understand again, the value of home and what is precious, and that you should actually first invest in your own four walls before you invest into things to show off,” said Kniehl, adding that the pandemic has given the brand loads of positive momentum in the market.

“I would like to just stress that we combine this with the fact that you will not find anything ‘bling bling’. We are sort of putting the product and the experience in the forefront. But we're not loud. We're not yelling around. We're not putting lights all over the place, because we don't believe that's a valued creation[...]We want to convince with the inner values,” he added.

Content marketing plays a huge part in shaping Miele's brand identity, said Kniehl, adding that it is not trying to tell a new story, but rather, how it is telling the story. "With the consumers going through the different stages of their life, from getting to know each other until they basically retire with the Miele products at hand, together with, a beautiful song." He added:

So everybody knows the song, no matter young or old. So that's sort of the story.

User-generated content measurement

The customer-centric strategy has been the drive of the brand over the past century, but instead of just satisfying the customer, Miele strives to delight the customer, said Kniehl. “And that delightful moment is something that you know exactly what it is like, because when you have that delight for a moment, you take your mobile phone and you make a TikTok post, and you talk about it.”

“For example, your appliance has a problem after 12 years. The service technician comes to your house and puts on special shoes, and a small carpet to protect your floor. He is also checking your other appliances to see if they're okay. You’re like ‘Wow, the guy came fast. Everything is working,’ and then you're delighted, and then you start posting about it. That's different from satisfaction,” he added.

In order to understand the consumers better, the brand also measures the user-generated content via ratings from customers, said Kniehl. “Because the only ratings you get are from the real consumers buying the product, it's not from some 50 testers or 100 testers that we give the product and then we kindly ask them to write a review, and it’d better be good. We don't do that.”

While the brand banks on various channels to deliver a holistic marketing mix globally, it leans largely towards Instagram and Facebook to market to Hong Kong audiences, said Kenny Lam, managing director, Miele Hong Kong. “I think we have everything, but it depends at the end, how we can best use our resources to interact with our target audience[...]Since we are digital first, we are making very good use of the team.”

Behind the marketing strategies Miele has implemented across the globe, Kniehl said a supportive tone from the top and a combination of branding and performance marketing is very much needed.

It's about combining your story of the marketing product you have been producing, with KPIs, facts, and figures.

"When I joined the company 10 years ago, we didn't really look at any numbers and any KPIs. Yes, this is a great brand representation, but there're also hardcore facts and figures that say 'Okay, this makes sense. Let's do it.' So that's a little bit of combination. We still want people to be excited to come in and say, 'Oh, that's a beautiful story'."

Related articles:

Miele presents innovative roadshow to encourage sustainable lifestyle
Digitas wins Miele in China competitive pitch