瑞典的伊莱克斯公司是全球最大的家用电器公司之一,其冰箱销量在欧洲排名第一,1998年占欧洲份额的18.9%。但它直到1996年,在收购长沙中意冰箱厂的基础上才正式在中国市场上推出冰箱产品,当时我国冰箱生产能力已经达到2300万台,实际产量已达1000万台以上,而市场需求仅为800万台。竞争已经进入白热化的状态,许多生产厂家(包括许多合资厂家,如阿里斯顿的一些合资厂家)被淘汰出局。品牌集中度较高,海尔、容声、美菱、新飞四大品牌的市场占有率高达71.9%。常规而言,此时不宜进入中国市场。但出于看好中国市场前景,秉承“市场没有迟到者”的哲学,伊莱克斯还是决定进军中国市场。伊莱克斯之所以有如此惊人之举,是因为它对中国市场进行了广泛的调查和深入细致的分析。其实伊莱克斯在1987年就已经进入中国市场。伊莱克斯集团总裁认为,在开拓一个国家的市场时,必须重视当地的民俗习惯和消费方式等社会文化因素。虽然伊莱克斯有丰富经验,但对中国市场并不熟悉,所以针对中国市场制定了独 Electrolux Sweden is one of the largest home appliance companies in the world with its refrigerator sales ranking first in Europe and 18.9% of European share in 1998. However, it was not until 1996 that it formally launched its refrigerator products on the Chinese market based on the acquisition of the Changsha-Italian refrigerator factory in Changsha. At that time, China’s refrigerator production capacity had reached 23 million units and the actual output reached 10 million units. The market demand was only 800 million units. The competition has been heating up and many manufacturers, including many joint venture manufacturers, such as some of Ariston’s joint venture, have been eliminated. High degree of brand concentration, Haier, capacity sound, Meiling, the four major brands Xinfei market share as high as 71.9%. In general, this time should not enter the Chinese market. However, out of optimistic about the prospects for the Chinese market, adhering to the “market is late ” philosophy, Electrolux decided to enter the Chinese market. Electrolux has such a surprising move because of its extensive investigation of the Chinese market and in-depth and detailed analysis. In fact, Electrolux has entered the Chinese market in 1987. Electrolux Group President believes that in developing a country’s market, we must attach importance to local folklore and consumption patterns and other social and cultural factors. Although Electrolux has extensive experience, but not familiar with the Chinese market, so the Chinese market for the development of a single