"This is an open market. Everything is decided by the consumer."

This year is an important one for SEB in China, remarked Tai, noting that the firm so far had a rather low-profile presence in the country.

With a history of 150 years, SEB has established itself as a world leader in small home appliances including irons, electric kettles and pressure cookers.

It boasts world-famous brands such as Krups, Rowenta, Moulinex and Tefal. With a sales network covering 150 countries and regions, SEB achieved a global turnover of US$2.95 billion last year.

"China is a market that we want to be a leader in. To do that, we need a platform," said Tai.

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