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Electrolux unveils premium appliances range in China
Electrolux has presented a full range of kitchen and laundry appliances exclusively designed for the Chinese market. Based on extensive consumer research, the “OuYi” range represents the Electrolux Corporate Reporting’s largest product launch this year and is a key initiative for growth in this important market.
The new Electrolux range translates insight from over 3,500 in-depth consumer interviews into elegantly designed appliances with intuitive technologies developed specifically with the Chinese user in mind. The products include refrigerators that keep food “market fresh” for longer, hobs offering intense focused heat for wok cooking, and hoods optimized to remove the resulting smoke.
“We see a new generation of consumers emerging in China, demanding different products to meet the needs of their modern homes and progressive lifestyles,” said Gunilla Nordström, CEO of Electrolux Major Appliances Asia/Pacific. “With this new range, we bring to China products that offer a sophisticated European design combined with innovative technology to reduce the time and effort spent on chores, without compromising on results.”
Now available at major retail outlets in urban centers, the new range covers more than 60 products and includes refrigerators, washing machines, cooking hobs, hoods and dish sterilizers. Products in all these categories of appliances have passed the Electrolux 70% preference test, meaning that more than 70% consumers picked the Electrolux appliance over a similar product in a test during development.
“The substantial investment in the creation and launch of this range, with the Chinese consumer at the heart of its development, demonstrates our commitment to China. The range includes a significant number of world and market firsts to support our ambition to grow Electrolux’ business and share in this market, and it is a key part of the Group’s growth strategy,” Nordström said.
For further information
Contact Electrolux Press Hotline, +46 8 657 65 07.
Guests were treated to a food parade and cooking showcase by celebrity chef, Liang ZigengDownload Hi-res / Lo-res
An fashion and dance performance entertained guests and provided the framework for the new range of washing machinesDownload Hi-res / Lo-res
Invited guests at a launch event on November 27 were among the first to view the full range of productsDownload Hi-res / Lo-res
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