ACA (China) brand positioning planning.docVIP

 PAGE \* MERGEFORMAT 14 ACA (China) brand positioning planning USA ACA, came to China As the world’s leading appliance manufacturers, ACA was founded from 1934 to now, more than 70 years of history, and it’s brilliant, not only in its global head forward to ‘the nation’s largest household appliance manufacturing operators, the market share of more than 70%’. ‘Globally, nearly 2 million employees’. ‘Each year to Asia, Europe, North America, sell their products more than 10 million’ other digital glory, but also because it is the inventor of the world’s fryer is the first U.S. manufacturer of refrigerators, is the world’s first rotating Type the inventor of toaster is the world’s first quick-style oven roasted the inventor, is the world’s first vacuum cleaner inventor of artificial intelligence, but also that it has witnessed the United States for more than 70 years of sustained prosperity! ACA as part of global strategy, China’s market is its to keep the next few decades an important source of sustainable growth, in 2000, ACA in Zhuhai, China built up its investment in the world’s largest production base, and in 2001, investment in building a world-class standard The technology center, and moved its global R amp;amp; D center in China. ACA’s pain, China’s low market awareness Although the ACA in the U.S. and global market position, however, because of its short time into the Chinese market, but also because of its product line primarily oven, bread, coffee pots, kettles, food processing machines and other Western-style small household electrical appliances , leading to its brand awareness in the Chinese market very low: In the research, we found that 90% of the audience were not aware of what the ACA is a brand, they speculated, ACA is the insurance, cosmetics, courier, digital, logistics and branding. At the same time, ACA had focused on the main market in Beijing, Shanghai and other cities, both in sales accounted for ACA (China) market, 40-50%, and there