Electrolux 2010 Annual Report Download - page 31

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Sales in Southeast Asia continued
to show good growth. This is in line
with Electrolux strategy to grow in
emerging markets.
VACUUM CLEANERS
Major markets
• Australia
• South Korea
• Southeast Asia
• Japan
Major competitors
• Samsung
• LG
• Dyson
2,500
2,000
1,500
1,000
500
0
SEKm
06 07 08 09 10
CORE APPLIANCES
Major markets
• Australia
• Southeast Asia
• China
Major competitors
• Fischer & Paykel
• Samsung
• LG
• Haier
Sales in Southeast AsiaMarkets and competitors
Air-conditioning
Sales of air-conditioning equipment have
made a strong impact on the positive devel-
opment of Electrolux in the region. The
brand is important when choosing an air-
conditioner. In 2010, Electrolux launched
new models that consume 20–30% less
energy than conventional models. The mar-
ket for air-conditioning equipment in South-
east Asia is almost as large as the one for
refrigerators. Consumer insight – the major-
ity of inhabitants in large Asian cities would
find life without air-conditioning unbearable.
The Electrolux Ebony Kitchen Collection, which was launched in
Australia in 2009, stands head and shoulders above the rest. The
black, high-gloss appliances with stainless steel handles integrate
well with dark woods or in striking contrast to other white or stain-
less-steel kitchen appliances. All appliances have been equipped
with the latest technology, including induction. The Electrolux
Ebony Kitchen Collection has attracted much attention at kitchen
fairs and in fashion publications.
Ebony
ASIA/PACIFIC
42% core appliances
21% floor-care products
Market shares in Australia Electrolux cordless vacuum cleaner
Ergorapido continues to contribute to
sales growth in several markets. The
latest is Japan, where Ergorapido was
introduced in 2010.
Growth
27