2017 is an important turning point for Borcci development strategy. The research and development focus shifted from the exquisite appearance to the intern functions and evolved from the solution to life style expression. With creating ultimate user experience as the core strategy, the professional and perfect brand image of high-quality kitchen for Chinese people will be established through promoting the product appeal, applying technological innovation, enhancing technology refinement, thus eventually forming the kernel competitiveness with life-driven design and design-driven technology. Under the guidance of development strategy, the product strategy has been confirmed to lay emphasis on creating user experience benchmarking products, having in-depth research on strategies of promoting the product appeal, exploring the potential demands of the users and finding the breakthroughs, establishing the A-level group strategic project-product appeal breakthrough project, setting up IPD(integrated product development) project performed in the format of trans-department full-time project team. The outcome of the project Oak Time was developed in December, 2017.