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Electrolux Unveils Premium Appliances Range in China
Dec 4, 2013
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Electrolux launched a line of appliances designed for the Chinese market. The new OuYi line of kitchen and laundry appliances was developed for China based on the company's market research--including 3500 consumer interviews. The line is Electrolux Group's largest product launch of 2013.

The new line includes more than 60 products:
* refrigerators designed to keep food "market fresh" for longer
* hobs (cooktops) offering intense focused heat for wok cooking
* ventilation hoods optimized to remove the smoke resulting from ok cooking

The line also includes washing machines and dish sterilizers.

"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 Nordstroem, 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."

Products in all these categories of appliances have passed Electrolux's 70% preference test, which means that more than 70% consumers picked the Electrolux appliance over a similar product in a test during development.

The line is now available at major retail outlets in urban centers.

"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," Nordstroem said. "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."

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