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China's home appliance home enterprises accelerate the layout of the European market

China's home appliance home enterprises accelerate the layout of the European market

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Industry News
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2019/01/28
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At the International Furniture Fair in Cologne, Germany, Haier, Qumei, Musi and other well-known home appliances and home furnishing companies attracted a lot of attention. Chinese brands are accelerating the European market and enhancing the brand's overseas visibility.

Located in the Nordic brand of the exhibition hall No. 10, the luxury lounge chairs and sofas, which are known for their comfort, attract many professional merchants. Different from the past, there are several Chinese people in the service team that negotiated with these merchants. They came from Qumei Home Group, which successfully acquired the brand last year.

Wu Nani, vice president of Qumei Home Group, told reporters that in the past, most of China's home furnishing companies were doing business behind the internationally renowned brands. Now Qumei has solved the problem of export channels through overseas mergers and acquisitions. She said: As we understand the needs of foreign markets, we will gradually try more export methods in the future, including opening Qumei brand stores overseas.

China's bedroom supplies brand Mousse once again appeared in Hall 9 of the Cologne Convention and Exhibition Center. It is understood that the Mousse Cologne store, which opened at the end of 2014, has been groping for several years. Last year, its performance has grown by leaps and bounds. In the first 11 months of 2018, sales increased by more than 120%.

He Yu, manager of Mousse (Germany) Co., Ltd. said: We know that it is very difficult to establish a foothold in the European market, but it takes time and unremitting efforts to build a brand. Only after this rigorous test can we truly become an international brand.

China's home appliance giant Haier first appeared at the show this year. Haier (Germany) company general manager Thomas Wittlin told reporters that Haier's smart refrigerator launched at this exhibition sold for 3,999 euros, which is almost twice that of the famous German home appliance brand Miller. In Europe, it has entered the ranks of high-end brands.

Wittlin said that Haier will invest 1 billion euros in Europe to expand marketing. In 2018, Haier also announced the acquisition of Candi, an Italian home appliance company, with the aim of strengthening Haier's presence in the European market and its global brand cluster.

The International Furniture Fair in Cologne, Germany, is recognized by the industry as one of the three major international furniture fairs. The exhibition will be held from January 14th to 20th. According to data released by the organizers, last year, Cologne International Furniture Fair received 125,000 professional visitors.