Left to right Whirlpool China Road.docVIP

 PAGE \* MERGEFORMAT 12 Left to right Whirlpool China Road Recently, the appliance maker Whirlpool launched the ‘Xuan Li-Bo’ series washing machine television advertising, which is the brand into the Chinese market since the first television commercials. In accordance with Whirlpool (China), Zhong Ming, general manager of the Ministry of Commerce of the words: ‘China’s first launch of television advertising in terms of the Whirlpool is an important milestone. ‘They are trying to re-learn users in China. As everyone knows, the U.S. Whirlpool in China for 15 years, is a failure for 15 years. When the Chinese white when the market is gradually climbing, Whirlpool’s market share in China’s once-only 0.33%, instead of full-whitening power ranked first in his capacity as completely upside down. In 1994, Whirlpool entered China 15 years to spend several billion dollars in China, received such an understanding: ‘China’s market has its own set of games are played children’. But because the focus of the global economy is gradually shift to China, Whirlpool also a firm believer ‘was derived from China, the world’, so perseverance in China began the fifth assault. So, Whirlpool in China have been the experiences and lessons learned in the end What is this? In the future, there should be, and how to circumvent the amendment? Location are not allowed in many foreign home appliance enterprises in China’s most failed strategy, flattening out, not high not low, not the left is not right, there is no clear market research in China, alone on the hastily launched their own experiences, Whirlpool in China, The failure of previous experience has fully demonstrated this point. So for Whirlpool, the most important thing is to define a good position in the China market, including the positioning operation, management, positioning and marketing positioning. Fuzzy business location From the joint venture, holding to a wholly-owned, and then to the present co-operation, Whirlpool in