伊莱克斯冰败中国之旅（Electrolux ice China Tour）.docVIP

伊莱克斯冰败中国之旅（Electrolux ice China Tour） Even once considered by the market to be a power hungry waste, 1997 sold 10 thousand refrigerators in, a loss of $150 million. Electrolux is in trouble. The second round: overall Sinicization (1998~2003 years) In December 1997, Electrolux made its decision to withdraw from china. The cost of the withdrawal is to spend at least $65 million to clean up the mess. Facing this kind of dog meat type of investment, the Wallenbergs rudely rejected. At this point, in front of Electrolux China, there is only one way, turn losses into wins, but also under the premise of not get a penny investment! Electrolux was selected fight to win or die, Pepsi food (China) President Liu Xiaoming. In return, Liu Xiaoming gave Electrolux headquarters a commitment, not a penny to ensure that the Wallenbergs, Electrolux re energized! The two hit it off. There is only one reason for Liu Xiaomings election. The Chinese market needs a person who is familiar with the local culture of china. Liu Xiaoming is most aware of his own value, he asked: he is fully responsible for the market, Electrolux annual sales of 4% of the brand use fees.. Hard pressed, but trapped in the mire of the market, Electrolux has been short of bargaining capital. I give up the high-end, keep the market In Liu Xiaomings view, Electrolux has developed the poor quality of the impression in the minds of consumers, but no money to return to the high-end, boat against the current as yielded by the sales center of gravity center city moves to two or three level market, to find a new way in the low-end market. In January 1998, Liu Xiaoming announced his market plan: tap the brands potential energy to tap the low-end market value. The alternative Electrolux headquarters acquiesced in Liu Xiaomings strategy. In order to gain a share advantage in the mid and low market, Electrolux has carried on the channel change first. Electrolux hesitate to dealers more than other brands such as Haier, 5% of th