is the development path of the Chinese characteristics of whirlpool really good to go?

Not long ago, the world's electrical appliances giant Whirlpool in the country held a 2015 smart home appliances release and Opening ceremony, began to layout the Chinese market. In the global household appliance market structure turbulence, has ushered in the shuffle period of the key stalls, whirlpool selection contrarian attack, actively layout China, in order to occupy the world household electrical appliances market share of more than 22% of China's household appliances market shares in the segmentation of "cake", to continue to grow their strength. So, the development of the Chinese characteristics of Whirlpool is the road really good to go?

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International, by the impact of the economic crisis, global household appliances business performance decline. 2013 Toshiba, Sony, Sharp and other shut-off resale of overseas factories and substantial layoffs, 2014 Panasonic, Sony and Sharp to whitewash the results, and even sold the home appliance business. In the second half of 2014, Siemens, Germany, also followed the exit, selling 50% per cent of its Bo-XI home appliances to 3 billion euros, thereby withdrawing from the home appliance industry. The World Household electrical appliance Industry pattern and the market is in the change and the reorganization period, "The jungle" continues to perform.

And turned to look at the domestic market, the data shows that China's household electrical appliances market share of the world's household appliances market overall volume of more than 22%, of which the white power sales of 553.1 billion yuan. To Haier, the United States, Gree and other representative of a group of national household Appliances brand constantly strengthen innovation, quickly occupy the market, including Haier's three major household appliances enterprises sales amounted to 52 billion euros, China's home appliance enterprises have become the world's largest producer cluster.

Whirlpool is committed to scientific and technological innovation, as the world's largest household appliances enterprises, white power sales has been a global leader for 14 consecutive years, but also the only focus on white power and into the world's top 500 enterprises. After more than 100 years of development, the products are spread over more than 170 countries and regions around the world.

The large-scale foray into the Chinese market, Whirlpool will be based on the Hefei headquarters, in the manufacturing base construction, research and development investment and talent training three areas to increase investment: based on Hefei's location advantage, will expand the construction of manufacturing base. In Jeff's view, the future of the Whirlpool Hefei headquarters plans to reach 10 million units of production capacity, including washing machines, refrigerators, kitchen electricity, electric motors and other products; increasing investment in research and development will eventually become one of the most important research and development bases in Whirlpool, and invest more in training and education, focusing on the construction of Whirlpool University. The development of staff capabilities will be the most important investment for Whirlpool, which will also create the greatest advantage for them.

Compared with Europe and the United States and other countries, the Chinese market has its own characteristics, whirlpool as a "century-old shop", business involving the global market, natural understanding of "local conditions" truth. Toddman, global vice chairman of Whirlpool, said: "With the development of China's economy, we cannot only see big cities such as Beijing and Shanghai, China's two or three-line cities, or even four-line towns, are showing huge consumer demand and market potential." ”

After the completion of the merger, the new Whirlpool (China) owned by the Whirlpool, Sanyo, Dili, Rongshida four brands, four brands will be oriented to high-end, middle-class, "grass-roots" and other different needs of the user community, it can be said that its attention to the various markets and different levels of consumer differentiation needs of the practice, is in line with the consumer demand of Chinese consumers.

Statistics show that in the first half of 2015, the country's major retail sales of home appliances fell 7.5% year-on-year, compared with the same period of 9.4%. Among them, 2015 of the first half of the washing machine offline retail volume fell 4.2%, the refrigerator market, offline retail volume fell 4.4%.

The growth of offline home appliances slowed down, first of all, affected by the downward pressure of China's economy, the overall consumption demand declined, future uncertainties affect consumer psychology, consumer premise consumption expectations weakened. Secondly, the impact of mobile Internet, the main consumer behavior of young consumption has undergone a great change, online shopping has become the main consumer channels, the market share growth caused by the shunt on the offline market impact is larger.

In the next few years, China will undoubtedly usher in a new era of big change, big reorganization and big shuffle of home appliance industry. In the meantime, in addition to facing the pressure of transformation and change, home appliance manufacturers are more important to meet the discerning and choice of consumers from the younger generation. This will be a "internal and external interaction" under the home appliance industry reform, in the challenging Chinese household appliances market, whirlpool from the study of consumer demand, product technology and market changes in three aspects, can be said to seize the opportunity.

In addition to Whirlpool's aggressive foray into the Chinese market, China's color TV giants Skyworth, Hisense and so on have also been accelerating the international market layout, the entire international household appliances market is moving towards the direction of globalization integration. Whirlpool with the world's largest household appliances enterprises "foreign" identity, and follow the characteristics of Chinese consumer habits of development road, the future whirlpool in the Chinese market, or will be limitless. (Wen/Yihaodian)

is the development path of the Chinese characteristics of whirlpool really good to go?