Ogilvy Interactive revamped the website, which is available in both English and Chinese at www.chunlan.com. According to Johan Vakidis, creative director at Ogilvy Interactive, the revamp is the site's fourth overhaul since it launched in 1999.
"Chunlan is a very large company and has a range of products from fridges to semiconductors to televisions, and our challenge was to put all this together to make it work. The previous site was quite confusing for the end-user and it was easy to get lost because of difficult navigation.
White goods companies have such a wide range of products that navigation can become a real problem. With this site, we had structural problems because it was a real melting pot, said Vakidis.
"This is an issue with a lot of clients in China, although it is beginning to change. They want their site to look like a portal, but this is not the right approach because it is important to get the customer oriented and the information they need, rather than just looking like another Yahoo. Hire.com is probably the main competitor to Chunlan and it looks just like a portal."
The revamped site uses icons to present the various products on offer.
It also rotates visuals on the homepage to encourage repeat visits, and includes a member base section to gather consumer information. The website features an online shop and members' section, and will include an online poll at a later stage.
