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Aurora Group in Taiwan to Establish 1,000 Sales Outlets in China

Thursday 29 July 2010

The Aurora Group, Taiwan`s leading manufacturer of office furniture and equipment, which has 264 direct sales outlets in China, expects to raise that number to 300 by the end of this year, which ultimately will soar to 1,000.

Y. P. Lin, the CEO, indicated that the market in China has been growing rapidly over the past decade to fuel continual interest in the market there.

Lin disclosed that Aurora established an electronics plant in Shanghai in 1995, turning out mainly calculators and paper shredders, later expanding into production of office furniture and office automation equipment. It has 174 outlets in eastern China, mostly in the coastal area, 40 in the north and 50 in the south, mainly in Guangzhou, Guangdong Province.

To raise profile among Chinese consumers, Aurora spent about 100 million renminbi on a pavilion-one of only five such pavilions at the Shanghai Expo, running from May to October.

Lin said that the annual market value of office furniture in China is estimated at 100 billion RMB, and Aurora focuses on the mid- and top-tier segments that account for about 10 billion RMB or one-tenth of the entire market.

Aurora is a top-10 OA furniture brand in China, where it generated 43% of group revenues last year, and the figure is expected to jump to 50% this year.

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