APPLIANCE GIANT HAIER HAS ITS SIGHTS ON EUROPE

“One fridge out of every five in the world is Haier,” said Yannick Fierling, CEO of Haier Europe, during a dynamic opening press event at IFA.

The biggest domestic appliance maker in the world, Haier’s performance is even more impressive in terms of growth, with Fierling stating that global turnover has doubled in the last eight years. Furthermore, while Haier is renowned for its market dominance in China, the company does close to 50% of its business overseas.

Haier has been able to further leverage its global growth through the acquisitions of international appliance brands such as Fisher & Paykel and General Electric Appliances. The mission has been to acquire businesses that have “the right t in terms of culture, the right kind of synergy,” said Fierling.

In this light, the appliance brand is looking to massively expand its market share in Europe, which it entered in 2010. Fierling announced that Haier has committed one billion euros worth of investment in raising “brand equity and awareness over the next four years,” especially in the premium market, and that it will also list on the Frankfurt stock exchange. Thus the company is planning to rapidly raise its market share.

Haier is aiming to reach “a leading position in terms of share of voice over the next four years,” said Fierling, who added that ongoing investment in local media campaigns will be coupled with the opening of 11 new European offices.

IFA 2018 is thus a vital opportunity to promote Haier’s premium kitchen appliances in Europe, with Fierling announcing a new range of Iconic Designs fridges with high-end aesthetics, including the Iconic Black and Iconic Glass; and the launch of the F+, a ve-door fridge-freezer that is a culmination of Haier’s quest to keep food fresher for longer. The F+ features an Antioxidant Zone that controls oxygen levels to preserve avour and lock-in food nutrients – a process certified by the VDE to extend shelf-life up to 8 times longer.

Hall 3.1 Stand 102


Photo: Yannick Fierling, CEO, Haier Europe