U.S. white goods maker Whirlpool Corporation has announced its new strategy for China, stating that it will upgrade its Chinese sales channels and form a strategic alliance with the Chinese electronics and home appliances retailer Suning.
Whirlpool's new move aims to enhance strategic cooperation and expansion in the Chinese market. It plans to introduce more leading and quality products into China to demonstrate the new direction of its Chinese marketing strategy.
Following the announcement of the strategic partnership, the two parties set sales goals for Whirlpool in 2012. The two companies said during the next three years, they will double Whirlpool's sales of air-conditioners, refrigerators, washing machines and water heaters via Suning's channels, making Whirlpool a top white goods brand in China.
Founded in 1911, Whirlpool Corporation is a leading white goods manufacturer in the world, with annual sales of USD19 billion in 2011. It has 68,000 employees and 66 manufacturing bases and development centers worldwide. The company owns many renowned brands, including Whirlpool, Maytag, KitchenAid, Jenn-Air, Amana, Brastemp, Consul, and Bauknecht. It entered the Chinese market 17 years ago and it has three manufacturing bases and two development centers in the country, making refrigerators, washing machines, air-conditioners, water heaters, microwave ovens, and other kitchen appliances.