World marketing comments (http://mkt.) Spent 12 years, the world's largest white goods manufacturer and finally think you get to know the Chinese market. "Over the years, we are taking some detours. "HP global Vice President is Chinese area President Lawrence (Ian Lee) frankly admit.
In Shanghai Pudong Jinqiao Export processing zone Jingang Road 565, whirlpool (China) investment co., Ltd. on the fourth floor of the President of the Office, the 45-year-old Singapore people have begun to get used to face various difficulties. He took office less than half the year, as the world's largest white goods manufacturer — United States washing machine market, each 10 washing machine has 7 sets is whirlpool appliances production — in the Chinese market the highest officials, he does not have a spacious Office, and companies including international purchasing department, laboratories, research centers, the Asia-Pacific headquarters, regional headquarters in China, Shanghai, several hundred people crowded in, in an old building, fourth floor work, but here the following three layers are initially entered China in 1995, whirlpool, and a Chinese partner Shanghai narcissus electric appliance co., Ltd. shared workshop.
Death is that this small house, also non-exclusively, and whirlpool to rate companies half (the latter is a 1994 into China production water heater Japan company). The door can rate the striking signs, need to spend some effort to find whirlpool Asia cleaning business center sign. Lobby was empty, only two huge old freight elevator. This elevator will give first-time visitor to a surrealistic nightmare-blow — guests want to press the button for a long time before we see the elevator door delay to turn off the "high-pressure" below stairs, at the same time in the great ring for slow rise in ... Michael half band bitter joked that this was the last century strong breaking State-color, full elevator for recruitment for whirlpool has played a role in the "filter". It is said that some job-seekers in its up on the fourth floor of the loss of courage, the strength of the suspected whirlpool, off and ran for about a good interview is empty, a field.
Whirlpool appliances with China dilemma and its global image is inconsistent with, or the opposite. Whirlpool's global turnover for 2007 is expected to reach 200 billion, and one of the home appliance industry. However, in the past 12 years to enter the Chinese consumer with 13 million population of the market, it was in several joint venture for waste nearly the whole 5 billion deficit. Market, whirlpool global in microwave ovens, refrigerators, washing machines and other white goods area there is a series of patents and a large number of technological advantages, but in China has fully exited refrigerators, washing machines and microwave ovens, 2002 before returning to the washing machine market, its share of less than 4 per cent in the refrigerator you will need to start from zero.
This almost makes it in a negative example multinationals, according to the China United States Chamber of Commerce, work in China for nearly ten years later, including Boeing, Coca-Cola, Ford Motor Company, the United States, with 81 per cent of the profits made in China, and whirlpool in the course of a decade in China, the company, the 54-year-old Asian President keming (Mark Hu) in public mercilessly called just paid a sum of expensive "tuition fee".
For the moment only washing machine business in China and export business of microwave oven whirlpool, want to be a powerful enemy ring-Ka, profit falling back on a firm foothold in the Chinese market, we must first clarify the past, to find a correct position. Has worked at Procter's Michael believes that Whirlpool in the past while production and other aspects of the problem, but where is the location rocking fatal — over the years in high-and low-end washing machine market repeatedly and out of the Chinese users have already been his "confused". But his task is trying to re-establish his play whirlpool high-end brand image, the whirlpool is "high consumer groups provide a high quality of life" and "high-tech content, smart, easy-to-use". In order to cope with this image, whirlpool needs seamlessly with the first-tier cities of GOME, suning such large retail channel, no longer have the strength to take on China's third and fourth-tier cities.
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