On July 8th, in downtown of Dubai, the city full of extreme luxury and gold, the first flagship store of Changhong in Middle East was open for business! Huang Dawen, the Deputy General Manager of Changhong Corporation and Board Chairman of Changhong International, Wu Jianbo, the General Manager of Changhong International, local officials and major partners jointly attended the opening ceremony.
Changhong Flagship Store is located on the first floor of Dubai Business Center Nakheel Mall, adjacent to Carrefour, and occupying the golden section of the mall. The store mainly exhibits and sells the products of Changhong brand, including the latest 100-inch laser television, OLED television, UHD smart television as well as a full range of products including smart air conditioning, refrigerator, washing machine, commercial display, etc.
Huang Dawen, the Deputy General Manager of Changhong Corporation, expressed in his address at the opening ceremony that the vision of Changhong is to become a globally respected enterprise, in order to reach this objective, we have formed clear overseas brand development strategy and have been gradually implementing it. Currently, Changhong has over 200 million users across the globe, as well as develops business and promotes independent brand in over 160 countries and regions across the world. Deputy General Manager Huang also indicated that the opening of this flagship store is only a part of the brand promotion of Changhong in 2018, the company will continue to increase inputting of resources in the aspects of product R&D, industrial design, marketing, etc., he believed that Changhong will certainly become a leading brand of home appliance industry in the Middle East Region. He also thanked Carrefour and other strategic partners and mass distributors for their support to Changhong, and invited them to visit the R&D Center and Production Base of Changhong in China, and establish even better long-term partnership.
Changhong entered the Middle East market in 2000, established the Middle East Representative Office in UAE in 2005, and established the Changhong Electric Appliance (Middle East) Co., Ltd. in 2010. Currently, the company’s business has covered Saudi Arabia, Iran, UAE, Kuwait, Qatar, Bahrain, Oman and some African countries. Since 2017, Changhong began to release the sub-brand of CHiQ in the Middle East Region to target the mid-to-high end. Local customers have showed great interest in CHiQ and its products, currently, the sales of Changhong high-end smart products is in excellent trend.
This is the first independent flagship store of Chinese home appliance brands in Dubai. The Middle East Region is currently in the process of transformation from traditional business model to new retail, the integration of online brand promotion with physical product demonstration is an important method to enhance brand awareness. The opening of this store not only greatly promotes the brand image of Changhong in UAE, but also demonstrates the latest technologies and products of Changhong to the customers in the entire Middle East and Africa regions, which is good for the enhancement of Changhong’s brand value.
Using high-quality products and services to meet the demands of consumers across the world is the dream of Changhong and also the objective of the struggle for the people in Changhong.