The Canton Fair Witnessed Galanz's "Going Overseas" of All Categories and Brands

2021-10-20 Galanz


On October 15, the 130th Canton Fair officially opened to welcome guests. It is also the 48th time that Galanz participated in the Canton Fair with its brands. As an “old friend” of the Canton Fair, it is easy to see Galanz’s growth in the global market.
With the development of the Canton Fair, Galanz’s product lines have developed from a few microwave ovens to a full range of healthy home appliances. Galanz’s exhibition hall has become a variety of scenes from the shelf-style furnishings. Its business channel has become directly dealing with terminal retailers instead of intermediaries. And its communication with customers has also changed from face-to-face negotiation to daily contact via the internet.
Since its first participation in the Canton Fair with its brands in 1998, Galanz has forged ahead under a complex and ever-changing global background. In the 23-year history of Canton Fair participation, Galanz kept adapting to our ever-changing world and developing with innovation.



With the integration of domestic and foreign products, China’s intelligent manufacture embraces the world.

At the 130th Canton Fair, Galanz invited important domestic partners in addition to foreign clients. Compared with the previous Canton Fair, Galanz integrated its domestic and foreign trades for the first time.
This year, Galanz succeeded in “flying to the space” with the world’s first space microwave oven, which cooked meals for the astronauts on the Chinese space station. At the Canton Fair, Galanz, as the world’s leading brand of micro-steaming and grilling, exhibited the DR air frying microwave oven, a popular product based on emerging technological achievements and combined with the concept of “cosmic kitchen”.
Galanz also exhibited a three-piece oven series 01A, a brand-new commercial microwave oven, an infrared fixed-temperature microwave oven, and multi-functional products, model RT\RL\RY. The steaming and roasting technology is becoming more popular everywhere, satisfying consumers’ imagination for a new era of an intelligent kitchen and high-quality life.
Galanz’s 42CM ultra-thin drum washing machine and other new products for overseas markets have demonstrated to global partners its innovative ability. China’s intelligent manufacture represented by Galanz is changing the global human settlement environment and providing global consumers with one-stop life solutions.



Galanz and Whirlpool jointly participated in the Canton Fair with multiple brands.

Unlike previous exhibitions, Galanz and Whirlpool China jointly participated in the Canton Fair. Whirlpool China unveiled brand new washing machines, dishwashers, refrigerators, and so on. They included 15 sets of large-capacity Onona dishwashers, Emperor H Elite drum washing machines, Jupiter high-end refrigerators, etc., bringing a new interpretation of quality of life.
In the past, Galanz and Whirlpool are pursuing innovation and development in different fields. Galanz was the top three global finished product supply partners of the Whirlpool Group. In May 2021, Galanz succeeded in acquiring Whirlpool China, and since then Galanz has become the controlling shareholder of Whirlpool China. Because of the shared mission of the times and innovative genes, the two companies have concluded a new strategic partnership.
At the 130th Canton Fair, Galanz and Whirlpool China joined the Canton Fair together for the first time. In addition to bringing flagship brand star products, the sub-brands of two companies, eatchu and DIQUA, also were revealed at the Canton Fair for the first time. The products of the four brands cover all kinds of home appliances such as micro-steaming, air washing, small home appliances, etc. They penetrate all aspects of people’s daily life. The multi-brand matrix created by high quality provides one-stop solutions for the happy life of consumers around the world.
The combination of Galanz and Whirlpool China consolidates the advantages of multi-brand resources of both parties. Under the technology products placed in the exhibition area, the world’s leading Chinese manufacturing and the century-old brand are taking their combined advantages. At the Canton Fair, they will show the world the next chapter of Chinese manufacturing.



Seize new global opportunities, embrace overseas markets.

Before 1998, the Canton Fair could only be attended by state-owned entities. In 1998, the Canton Fair was open to private enterprises nationwide. Galanz, which was already well-known in the foreign trade of microwave ovens, was successfully selected as one of the two Canton Fair companies.
“In the first few years of participating in the Canton Fair, we did not miss any opportunity to reach clients.” Galanz’s staff recalled that before participating in the Canton Fair, Galanz’s foreign trade business relied on the foreign trade business director, who is the chairman and president of Galanz Group now, carrying a microwave oven to overseas to negotiate. At the Canton Fair, the merchants all came with cash and prepared. Signing a customer on site means that the order was quickly settled.
In order to speed up the processing of orders, Galanz specially booked a hotel on the side of the Canton Fair in Liuhua Center. After finishing work from the exhibition hall every day, staffs would call clients to process orders, and invite clients to Shunde to visit the factory, so that orders could be scheduled to production as soon as possible.
Every selected staff cherished the opportunity to participate in the exhibition, and everyone put on their one and only suits. “The Canton Fair lasted for 5 days, but we only had one suit. In order to make the best impression on the international clients, we returned to the hotel in the Liuhua Center at night, and carefully sorted out the suits and then hung them up straight without a little bit of dust.”
Behind the details is the dynamic performance of Galanz people actively seizing new global opportunities and integrating into the global market, and it also reflects the determination and perseverance to “go global” of MADE IN CHINA.
Nowadays, Galanz trades and cooperates with global clients in various ways. At present, live broadcast has become the norm for Galanz to make friends all over the world. At the 130th Canton Fair, Galanz arranged more than 10 kinds of languages and different forms of live broadcasts including tour show, one-to-many, one-to-one and others, creating immersive exhibiting experience for global clients. With the change of communication method and the improvement of the exhibition efficiency, the original intention of benefiting global consumers with high-quality “Made in China” has always been the same.



Dual circulation: linking domestic and overseas markets.

As the first batch of “going global” enterprises in China, Galanz has been seeking the vitality of Chinese manufacturing in the “seeking for change”. As early as the 1990s when the global marketing strategy was launched, there was a constant flow of visitors in the Canton Fair booth. Unlike 20 years ago, relying on the leading total cost and focusing on “product going global”, brand innovation now embraces the national dual circulation policy, which has now become a strong support for Galanz to break through the uncertain global market, and this is also an important highlight of this Canton Fair.
As we all know, Galanz has become the world’s largest professional home appliance manufacturer through OEM and ODM for international brands in the early days. In recent years, on the basis of continuously expanding product share, Galanz has steadily promoted internationalization centered on independent innovation and independent brands, and flexibly adopted the “1+5” model. “1” is Galanz’s own brand, and “5” includes cooperative brands, joint venture brands, leased brands and brand cooperation with top international brands from standard OEM to ODM. Good progress has been made so far.
As one of the first private enterprises to participate in the Canton Fair, Galanz is actively embracing the dual circulation of domestic and overseas markets in the face of new opportunities of economic globalization. Its purpose is to meet the consumption upgrade of the global market with better-quality and higher-tech home appliances and become a global technology leader of quality life.
The Canton Fair witnessed Galanz’s transformation from “Made in China” to “Created in China” and from “Chinese products” to “Chinese brands”. Galanz meets the diversified needs of the global market through national home appliances, high-quality home appliances, and smart home appliances, and creates more new possibilities for the better life of global consumers.


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