Born in sweden in 1919 and invented the first domestic vacuum cleaner in the worldAlexI've been on the planet for a long timeDomestic electricity industryThe top of the pyramid. More than a century later, however, the nordic electric giant had to make a rather symbolic choice to accept the “enabling” of electricity companies from china。
In recent days, the 100-year brand has reached agreement with a chinese-american group to establish three joint ventures in north america to focus on manufacturing and marketing in the areas of refrigeration and cleaning, and to facilitate the restructuring of north america’s operations, behind which it has been forced to accept the reality of china’s power supply by electricity companies under the pressure of the global market。
Indeed, given the increased global competition in the electricity sector, particularly the strong influence of china's electricity companies, the performance of elixir in recent years has been under pressure. Nail science and technology noted that in the first quarter of 2026, its revenues were 0. 5 per cent lower than in the same year, while sales in north america were 11. 6 per cent lower, with a net loss of 470 million swedish kroner, with losses in north american operations becoming the main drag。
In the chinese market, the foreign brand, which had been deployed for many years, had become increasingly marginalized and was now almost impossible to find. Today, north america, the core market, has also chosen to introduce american empowerment, and its strategic retreat signals are clear。
It is not an accident that ilex is cooperating with the china-china power enterprise, but a necessary choice for its long-term strategic adjustment. As early as 2017, the united states established a joint venture with ilex to introduce the high-end german brand of aeg under ilix into the chinese market, with the intention of opening up the local high-end consumer market through american channels. But aeg's performance in china is far from as expected, and the cooperation between the two sides has declined。
Since then, more heavy rumours have surfaced. In the first half of 2023, the united states intended to negotiate the purchase of ilex, which was at a loss at the time, with the latter's branding to compensate for the upper-middle-end shorts in the european and american markets, but eventually abandoned that intention in the middle of the year。
At the same time, the “exit” of ilex in the chinese market has been substantially completed. The electricity industry is almost unaware of the disappearance of the ilex refrigerator and washing machine in china. In august 2025, the meborg group took exclusive ownership of the ilex air conditioner in the chinese market for five years, further confirming the trend of the 100-year brand to accelerate the binding of chinese enterprises. Previously, the chinese operating rights of the ilix air conditioner had been transferred to the united states, and after being handed over to meibo, the authorization model had completely replaced the self-employment model。
Tic-tech believes that for alex, whether it's the chinese market or notNorth american marketThe acceptance of the enec is the most reasonable commercial option for the moment. The advantages of china-china electric power enterprises in supply chain management, efficient manufacturing and innovative research and development are precisely the much needed capabilities of ilex, in particular the united states-based global distribution of supply chains and production systems, which can help reduce operating costs and improve efficiency in north american markets。
For chinese enterprises, cooperation with ilex could further expand global markets through its mature brand influence and regional channels. This two-way cooperation is not only a desperate move by ilex, but also a microcosm of the global recasting of the electricity sector, with the 100-year-old brand of foreign investment and the role of china’s electricity companies being reversed。
