BUSINESS European appliance giant Gorenje cracks Chinese market


European appliance giant Gorenje cracks Chinese market

People's Daily online

03:06, November 06, 2018


Europe’s leading home-appliance producer Gorenje has made its first step into the Chinese market, as it eyes the country’s $100b high-end market with a new premium collection underway, the firm announced on Monday.

“Our highlights are high quality, retro style and excellent after-sales services,” Gorenje’s General Manager of Asia Leon Terglav said when introducing the brand during a press conference in Beijing. “We want to bring the simplicity concept instead of just products to the customers, so a flurry of cooperation with famous designers such as Ora-Ito and Pininfarin were launched to promote a concise lifestyle.”

The new collection at the conference verified the commitment. The double door refrigerator from French star designer Ora-Ito, who is famous for creating simple aesthetics for Gucci and LV, is designed boldly in black and white, which creates a sense of contradictory avant-garde. Besides, the AdaptTech applied will intelligently identify the habits of the users and its frost free technology will guarantee the freshness of the foods inside.


“We reserve our unique character,” said Targlav.

Established in 1950, Gorenje features simplicity, classic and infinity as its mission. It was the first manufacturer who applied electronic touch controls on its home appliances. They were also trendsetters in the use of glass and TFT displays on their appliances and the first to bring color to the white goods industry, paving the way for colorful appliances that are a very popular trend worldwide.

Today the firm is considered a significant player in the European home appliances market, with a 4 percent market share. Its annual turnover is around $1.5 billion.

“China is the biggest market in the world. For Gorenje, entering the Chinese market is a great opportunity for the company to grow even more global, even though this market is a demanding one,” said Franjo Bobinac, president of Gorenje. “We are ready for this challenge and excited to bring our innovative, premium quality products to the Chinese customers.” 


Gorenje products will be authorized to be sold by most large-scale retailers in China in 2019, according to Bobinac.

The Slovenia-based Gorenje is one of the eight largest home-appliance manufacturers in Europe. They have been operating for 70 years with an impressive international portfolio of more than 90 countries all over the world. They have been recognized as a design leader and trendsetter in the white goods industry and by means of excellent, distinctive and user-friendly design, which enables them to stand out from the fierce competition.


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