Zero Distance to the End User

Innovation gives Haier the lead

As a worldwide leader with 13.6% market share according to Euromonitor in 2016, Haier is leading in Asia with its brand portfolio of Casarte, Haier and Aqua; in the US with General Electric; and in Australia and New Zealand with Fisher & Paykel. Haier Europe CEO Yannick Fierling spoke to IFA International about the company’s key products on show at IFA, the Haier business philosophy, and its brand-recognition building in Europe.

Haier’s brand awareness in Europe has been increasing over the years. This is linked to major company investments as well as our dynamic double digit business growth.
It is important to highlight that Haier’s products are more recognisable today. Several highly authoritative media organisations have successfully tested Haier’s wide range of products. In addition, the VDE Institute recently awarded Haier’s set of cooling technologies, the Fresher Techs, which received the world’s first certification in food preservation.

Which key elements are contributing to current growth? 

Haier’s business model, its “Zero Distance to the end user” strategy, and its entrepreneurial spirit and talents. Also, Haier has a deep understanding of its consumers in terms of habits, needs and preferences, and offers the widest range of products to better serve our customers.
Haier’s global reach to different market segments with high-end products is a core part of our DNA.
Through a high level of innovation, in the first half of 2017 Haier reached number one in the domestic market, with a 65% market share in washing machines in the over-$1500 price segment, and a 28.6% market share for refrigerators.
Haier has a capacity to invent.


The group has been working on revolutionary patented technologies in several fields such as refrigeration. What’s new in this respect? 

Haier announced during its IFA press conference that its cutting-edge set of cooling technologies, Fresher Techs, has received the world’s first preservation certificate issued by VDE institute, specifically for its 3D Series 60 fridge-freezer range. The VDE Institute is one of Europe’s largest independent technical-scientific organisations that oversees standardisation, testing and product certification.
Haier is proud to be the first company to receive VDE certification for A+++ – 72% during IFA .

The Haier Global Innovation Model Research Centre has been given the name “Tip of the Iceberg” by Zhang Ruimin, Chairman of the board of directors and CEO of Haier group. Why so? And why is this a metaphor for today’s Haier? 

It is an apt metaphor for today’s Haier because it symbolises unlimited resources; Haier leverages the entire world as its human resources department. Business ideas stem from user problems which can only be solved by people with an entrepreneurial spirit.
And it symbolises the gathering and dispersal of resources around a certain goal. An iceberg gains or loses mass when the temperature changes. Similarly, resources can be mobilised according to changing needs.

What are your product highlights at IFA this year? 

We have the F+ fridge, which incorporates the all-new expanded range of Fresher Techs technologies. It is the first cooling product where every space has been designed with the optimisation of food preservation in mind.
There’s the Double Axis washing machine, which integrates a patented technology to reach a new level of performance. This unique technology is VDE certified for its A+++ rating up to 70% energy savings.
Connectivity and interconnectivity are also key highlights this year. For example the U+ Smart Home platform is an intelligent ecosystem connecting all household appliances.
The new Haier Super Drum washing machine is a game-changing compact machine that combines slim lines and big capacity with time-saving benefits.

Photo: Yannick Fierling, CEO, Haier Europe.