Whirlpool seeks to update its brand image in China through import expo

Wang Yanlin
US manufacturer known for its washing machines hoping to supply a range of different products to Chinese consumers in the future.
Wang Yanlin
Whirlpool seeks to update its brand image in China through import expo
Dong Jun

Whirlpool's booth at the China International Import Expo.

Whirlpool seeks to update its brand image in China through import expo
Dong Jun

Visitors check out Whirlpool's range of products on show at the China International Import Expo.

US-based Whirlpool is hoping to shake off its image in China of only being strong in washing machines. It wants to become a comprehensive supplier of products including kitchenware and refrigerators through the platform created by the China International Import Expo.

"We are bringing our latest product series, with key products including the W Collection-Kitchen appliances and W Collection-Dishwasher to the import expo," said Samuel Wu, president of Whirlpool Asia.

"It is their global debut at CIIE, and we have tailored their design to cater for Chinese consumers," Wu said.

The W Collection series will be launched in China and Europe next year, ahead of its home market in the US.

"In China, we will get prepared to change perceptions of our brand and explore the limits of technology, in a bid to empower people by freeing up their time and letting them enjoying life with our new offerings," said Jason Ai, president of Whirlpool China.

China's home appliance market has seen explosive growth as Chinese consumers pursue high-quality lifestyles.

The home appliance market has evolved to a stage where products need to be customized and smart, with focus on quality and value, Ai said.

Whirlpool seeks to update its brand image in China through import expo
Dong Jun

Whirlpool's W Collection double oven at the import expo.

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