Success in Global Platform
Dongbu Daewoo Electronics announced on Nov. 19 that its sales of Global Platform-branded home appliances reached 300,000 in 50 countries in the six months since their launch in April.
The Global Platform is the lineups of home appliances, including fridges and washers. The company invested 20 billion won (US$17.18 million) to develop the Global Platform branded appliances with a 100 core development workforce, aiming for the global market. From the very early phase of designing and developing, Dongbu Daewoo was seeking to build up a global-standard model based on standardization, common use and modularization. Also, it can actively control performance, product replacement cycle and pricing, depending on markets.
Starting with the launch of Global Platform-branded washers and fridges in April and May, respectively, in Korea, Dongbu Daewoo began selling in Central and South America, Middle East, Europe, Asia and the Commonwealth of Independent States (CIS). Focusing on washing machines with a load capacity of 11 kg and 15 kg, the company released the models with a capacity of 14 kg and 18 kg. Also, Dongbu Daewoo launched the 10 models of fridges in consecutive order.
From May, Global Platform-branded home appliances have been exported to not only major markets such as the U.S., the CIS and China, but also Latin American markets including Mexico, Chile and Peru. The products are available in 10 countries in the Middle East such as Saudi Arabia, the United Arab Emirates (UAE) and Kuwait; as well as in Europe, including France, Italy and Greece. Moreover, Dongbu Daewoo is seeing an increase in sales in 50 overseas markets, such as New Caledonia in the South Pacific, Mauritius in Africa and Région Réunion.