Frequent Coaching Change Was His Fear Of Defeat Electrolux - Electrolux, Refrigerator - Hc Network

2009 8 months, from the Swedish electrical giant

Electrolux Ushered in the 90 anniversary of the birth. However, the face of China's manufacturing center changed hands, shrinking distribution channels across the board, president and change frequently, and many frustrated move, 90-year-old Electrolux in China, like "proud of the generals" to conceal the pain of the miscues.

Blind expansion of successive losses 6 12, Electrolux Manufacturing Center in China? Changsha plant replaced their flag, officially transferred to private enterprises in Hunan Hua Liang (Italy) Electric Industrial Co., Ltd..

"Electrolux hopes to build world-class Changsha factory production base, while the company's production capacity in China, all focused on Changsha," Electrolux global CEO Hans's rhetoric still ringing in our ears, investment funds billions factories already have changed.

1996, the Electrolux just entered the Chinese joint venture with the Italian electric refrigerator. With the domestic

Home Appliances The rapid development of the market, Electrolux on expectations and confidence in the Chinese market also began to gradually expand. May 2004, Electrolux acquired the Electrolux Group, Changsha, China and Italy and Italian Electrical

Refrigerator Co., Ltd., 40% of the shares, the sole formation of Electrolux appliances, said it plans to build the headquarters in Changsha headquarters.

Obviously, this is a not fully prepared for blind expansion. That time, Electrolux and running joint venture partners in progress, the strategic positioning and product line is not clear, personnel and

Marketing Have emerged and repeated mistakes, and soon find themselves in financial difficulties. Data show that in 2004, the Electrolux factory in Changsha total investment less than 10 billion, but net losses of a billion dollars a year, plans to quickly open the Chinese market gradually evaporated. In sharp contrast, due to positioning accuracy, leaving some former employees set up the Chinese and Italian Good Italian group, applies the "Italian" brands

Washing machine , Refrigerators and other white business too fast, and to the 2008 annual sales have more than 600 million.

Economic crisis situations, Electrolux significant contraction for the sake of self-protection front in China, factories have closed. Electrolux in China as a manufacturing center, Changsha plant transfer means that Electrolux has been basically completed in the Chinese home appliance market, the business contraction and clean up.

How Electrolux perfect recovery in the Chinese market, foreign companies face not only retained, but also to avoid large losses of operating results, become a place at Electrolux, Managing Director of China's most important task before Gunilla.

High or low? Arm survival reflects the transnational giants strong cold tolerance, but the huge Chinese market who are not resigned to give up either. In

Air conditioning Market quiet after 6 years suddenly introduced such platinum elegant high-end 3 series and air conditioning products, this is Electrolux's latest moves in the Chinese market. In closing plants, out of the market and other negative news reports, the Electrolux product positioning at the Chinese market once again highlighted the "high end" word.

3 end of the factory was halted when Changsha, Gunilla has revealed that the ongoing Electrolux

Layoffs Strategic integration and compression channels, while low-end refrigerators round exit in the market. "Starting this year, Electrolux in China will continue to take the high road, a series of high power and high-end kitchen refrigerator, washing machine. While market resources will be fully focused on the core of China's eight provinces and four municipalities directly under the market," to ensure that These regional market definitely strengthen the market competitiveness. "

This is a significant strategic adjustment signal, but please do not forget, before that Electrolux has never recognized that it is now hovering in the low-end market. Throughout its route can be found in the Chinese market, 13 years, Electrolux has been entangled in the "low-end positioning, capture the market" and "main attack high-end, image-building" in the dilemma. In 1997, Electrolux and Siemens have old rivals into the field of Chinese refrigerator. At that time, China's refrigerator market, Haier, Yung-Sheng, Meiling, four brand new flight has been as high as 71.9% market share. However, the high-end compared to the image of Siemens adhere to different packaging, Electrolux's brand positioning has been wavering, sales also unsatisfactory.

by:gaga

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