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Published on July 24th, 2020 | by The GC Team


Gorenje enters China’s high-end market under new brand name

Slovenian appliance manufacturer Gorenje has entered China’s high-end market under a new brand name, presenting it to consumers as “Gu Luo Ni”. 

The business, which is owned by China’s Hisense Group, said: “We have decided to come even closer – as it is frequently done by foreign brands in the Chinese market, we have also adapted the brand name Gorenje to Chinese pronunciation.”

The company explained that “Gu” represents the tradition of the European brand with 70 years of heritage; “Luo” describes a sense of elegant, consumer-centred design; and “Ni” is the idea of globalisation and simplification.

Gorenje said it will support brand positioning on the Chinese market with numerous activities, such as the official celebration of its 70th anniversary which took place recently in Beijing.

Earlier this month Gorenje reported a “positive turnaround” as June was the first profitable month for the business this year due to the impact of COVID-19 in the earlier months of 2020. The company said it had also gained a larger number of orders for August, September and October.

“The strategy of approaching the needs of end consumers in the demanding Chinese market represents an excellent opportunity for all our home appliance factories, as well as for the success of the entire Hisense Group,” the company said.

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