Electrolux Form JV to Introduce AEG
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Home-appliance company Electrolux Group has formed a JV with Chinese smart-technology company Midea Group to introduce the AEG brand to China.
The brand was officially launched at the Appliance & Electronics World Expo in Shanghai last week.
Combining Electrolux global brand expertise with Midea’s local market strength, the ambition is to make AEG the most popular premium home-appliance brand in China, drawing on its 130-year heritage of German craftsmanship and innovation.
“I am confident AEG will be well received here,” says Electrolux CEO Jonas Samuelson.
The first AEG store in China will open in June, with a flagship store to open in Guangzhou in August to be followed by a second wave of product launches in October.
Electrolux also markets appliances in China under the Electrolux and Zanussi brands.
Questions & Answers
Q.Which companies are involved in the joint venture to bring AEG to China?
Which companies are involved in the joint venture to bring AEG to China?
Home-appliance company Electrolux Group has formed a joint venture with Chinese smart-technology company Midea Group. They are collaborating to introduce the AEG brand into the Chinese market.
Q.When and where was the AEG brand officially launched in China?
When and where was the AEG brand officially launched in China?
The AEG brand was officially launched in China last week. This launch took place at the Appliance & Electronics World Expo, which was held in Shanghai.
Q.What is the primary objective of introducing the AEG brand to China?
What is the primary objective of introducing the AEG brand to China?
The ambition is to establish AEG as China's most popular premium home-appliance brand. This strategy uses AEG's long-standing heritage of German craftsmanship and innovation.
Q.When are the first AEG stores planned to open in China?
When are the first AEG stores planned to open in China?
The first AEG store in China is scheduled to open in June. A flagship store will then follow in Guangzhou during August, with more product launches later in the year.
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