伊莱克斯内部重组战略转移 严防欧洲中东非洲阵地失守

Core Insights - Electrolux is undergoing a significant restructuring to enhance its regional operations, splitting its existing business units into two independent regions: Asia-Pacific (APAC) and Europe, Middle East, and Africa (EMEA) starting January 1, 2026 [1][2] - The restructuring aims to improve sustainable profitability in regional markets, enhance execution efficiency, and strengthen regional synergies for new growth [2] Historical Context - Founded in 1919 in Sweden, Electrolux has profoundly influenced the global home appliance industry, but has faced increasing pressure from rising competitors, particularly from Chinese brands [3][5] - The period from 2010 to 2017 was marked as a golden era for Electrolux, achieving record revenues of approximately 121.9 billion Swedish Krona (about 14.2 billion USD) in 2017, and being recognized as one of the most innovative companies globally [4] Competitive Landscape - Since 2018, Electrolux has faced intensified competition from Chinese brands such as Haier, Hisense, Midea, and TCL, which have rapidly expanded in the European and American markets [5][6] - The rise of these competitors has been accompanied by a global economic slowdown and rising raw material costs, making it difficult for Electrolux to compete on price and supply chain management [6] Strategic Adjustments - Electrolux is not exiting Asia but is instead adjusting its focus and scaling back operations, with plans to close its Singapore office and relocate management to Thailand [7][8] - The company aims to concentrate resources on its core markets, particularly in Europe, where it still holds significant advantages in channels, branding, and service systems [9] Future Growth Opportunities - With the Asian market's weight decreasing, Electrolux must focus on maintaining its European base and leveraging emotional marketing and brand value to regain consumer trust [10] - The European market currently contributes approximately 58% of Electrolux's sales, while the combined contribution from Asia-Pacific, Middle East, and Africa is around 17% [10] - The Middle East and Africa are identified as emerging growth areas for Electrolux's strategic expansion in the next phase [10] Conclusion - The company's strategy emphasizes stability, maintaining revenue and profit in core regions, and forming competitive advantages without pursuing blind expansion, which may provide opportunities for recovery in the future [11]