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虽已入华12个年头,伊莱克斯——这位中国市场的“老兵”仍对这里的一切感到陌生和迷茫。为扭转乾坤,伊莱克斯曾先后更换过7任中国区总裁。然而,频繁的换帅不仅未给公司带来好运,还使品牌定位飘忽不定,管理变革不进反退,销售业绩每况愈下,经销商和消费者无所适从,公司在亏损的泥淖中越陷越深。究其原因,伊莱克斯坚持运营效益导向,片面看重短期效益,以业绩论英雄的功利主义“绑架”了战略。这导致伊莱克斯全然失去了方向感,不断地重复着这样或那样的错误,至今仍在中国市场边缘痛苦踯躅。正所谓“不谋万世者,不足谋一时;不谋全局者,不足谋一域”。
Although 12 years into China, Electrolux - the “veteran” of the Chinese market still feel strange and confused about everything here. In order to turn things around, Electrolux has successively replaced 7 CEOs in China. However, the frequent coaching change not only failed to bring good luck to the company, but also led to the erratic positioning of the brand. The management of change did not go back and forth. The sales were deteriorating. Dealers and consumers were at a loss. The company got deeper and deeper in its losses. The reason, Electrolux adhere to the operating efficiency-oriented, one-sided value short-term benefits to performance heroism utilitarian “kidnapping” strategy. This led to Electrolux completely lost the sense of direction, repeated one way or another mistake, still in the Chinese market edge painful. Is the so-called “not for the worldly, inadequate for a while; do not seek the overall situation, inadequate to find a domain ”.