GENUINE X ELCTROLUX

FROM SHOWROOM TO SCREEN: ELECTROLUX CLAIMS ITS SPACE IN CHINA’S DIGITAL HOMES

When Electrolux wanted more than shelf space in China, it turned to GENUINE. Together, we built an online business that replaced outdated distribution models with direct engagement, real visibility and full platform control.

Services Scope:

E-commerce Operations

Social Marketing

Market Research

Competitive Benchmarking

Management Summary

Electrolux came to GENUINE without a direct digital presence in China. What followed was a full strategic shift—from distribution-led to consumer-led. We mapped out the market, transitioned operations and installed systems that let the brand grow on its own terms. Our role wasn’t just launch—it was handover, sustainability and performance over time.

Challenges

Offline-only sales model with no owned channels
Low visibility on China’s core e-commerce platforms
Internal team lacked digital know-how or structure
Disconnected global and local strategies

Genuine solutions

Shifted sales from third-party to owned flagship store model
Built Electrolux’s presence on Tmall and JD with in-market operations
Launched targeted content and performance campaigns using the AIPL framework
Delivered training, dashboards and KPIs to enable the in-house team

What our clients say

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CHALLENGES & SOLUTIONS

Electrolux had a product that fit the market, but no structure to reach customers. No store, no strategy, no control. GENUINE changed that. We designed the brand’s entry into China’s e-commerce landscape, took over operational execution, and put long-term tools in place for the internal team to run with. The shift wasn’t cosmetic—it was foundational.

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FROM DISTRIBUTOR TO DIGITAL OWNER

Electrolux needed to stop renting its space in the Chinese market and start owning it. GENUINE built the systems, operational, commercial, and creative, to make that shift possible.

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HOW WE GOT IT DONE

This wasn’t about plugging into an existing system. We built the system. From the earliest competitive scan to social seeding and live dashboards, every part of this project moved Electrolux closer to independence in China’s digital market.Here’s the framework:

Step 1

MAPPING THE MARKET BEFORE MAKING A MOVE

We began by conducting a focused market assessment—analyzing consumer behavior, price positioning, and platform trends to shape a strategy grounded in reality, not assumption.

Step 2

TAKING CONTROL OF CHANNELS, NOT JUST PRODUCTS

GENUINE opened and operated Electrolux’s Tmall and JD flagship stores, replacing third-party sellers with a centralized brand-owned structure that gave Electrolux control over inventory, content and pricing.

Step 3

BUILDING REACH THROUGH CONTENT AND CONVERSION

We introduced performance marketing initiatives based on the AIPL model, combining campaign bursts with long-tail engagement to drive awareness and sales across paid media and social commerce.

Step 4

SETTING THE BRAND UP TO GROW WITHOUT US

We didn’t just operate—we enabled. From implementing reporting tools to training Electrolux’s China team, our focus was building a system the brand could run independently with confidence.

TAKEAWAYS

GENUINE helped Electrolux move from a hands-off distribution setup to a hands-on, digital-first business in China. With direct platform presence, operational clarity and local engagement tools, the brand is now equipped to grow in one of its most competitive markets—with no middlemen, no missed signals and full control of its future.

Unlock your full potential in China

Join forces with GENUINE and let our proven methods give you a competitive edge in the complex Chinese market.

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References

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