The predecessor of Siemens Limited Liability Company is 1847, Siemens-Halske Telegraph Manufacturing Company, which was founded in Berlin. In 654 38+0897, the company was changed to a joint-stock company, and in 1966, it was officially named Siemens.

Siemens is the largest electrical and electronic company in Germany and even Europe, and one of the top ten electronic companies in the world. It is mainly engaged in manufacturing services and maintenance of electric technical engineering, electrical equipment and other various mechanical equipment all over the world. Its overseas sales account for about 1/3 of its total sales. According to the ranking of Germany's 500 largest industrial and commercial enterprises published in July 1996 by Germany's "World Journal", Siemens ranks second with its annual sales of 88.763 billion German marks, second only to Daimler-Benz. Bosch-Siemens electric appliance group has more than 70 years of experience in electrical appliance manufacturing and enjoys an international reputation. Its group produces drum washing machines, laundry dryers, refrigerators, kitchen appliances, and various small household appliances.

At present, it has 15 brands including Siemens and Bosch in the world, and has 39 factories in 27 regions around the world, making it the largest household appliance manufacturer in Europe and the fourth in the world. With the increasingly fierce competition in the home appliance market around the world, this company, which is oriented by global operation and produces high-grade home appliances, has begun to turn its attention to the increasingly mature China market. 1994, the group made an ambitious capital expenditure plan in response to the emergence of a new market for high-end household appliances in China. The focus of this strategy, especially China's establishment of a market in Southeast Asia, is equivalent to the traditional markets in Western Europe, North America and Japan.

By the late 1990s, with the increase of residents' income, especially in urban areas, more and more people have the ability to buy washing machines and refrigerators with excellent quality and performance, and these users who update their electrical appliances prefer world-class high-grade and new technology products. At this time, after the first round of elimination in 10, the household appliance industry in China has also formed a situation where several major groups are separated. It is in this case that Siemens Electric Appliance Group, with automatic drum washing machine as the pioneer, started to enter the home appliance market in China.

The development of market competition has greatly changed the way domestic manufacturers develop markets and sell products, forming a fierce competition pattern. When Siemens' first drum washing machine synchronized with Europe reached the counters of major markets in China through its own sales network, how to make the market competition white-hot and make more conservative consumers in China accept Siemens drum washing machine, a new thing from Europe, was placed in front of Siemens' marketing staff. For a time, many home appliance manufacturers concentrated their marketing methods on the media, and the slogans of TV and newspaper advertisements were higher and higher. Through the market investigation and consumer analysis, the marketing staff of Siemens found that household appliances are low-health products in the current domestic consumer goods market. When people don't need to get it, they rarely care about advertisements or related information of household appliances, and they don't care about what signs are popular in washing machines now. When he needs to buy a washing machine, he will pay attention to collecting relevant product information. In the process of the upcoming purchase behavior, the most critical link for consumers to obtain product information and make purchase decisions is the point of sale. Therefore, a series of promotional strategies for selling points to attract consumers began to be implemented in major cities across the country.