HAIER AND HIGHER: APPLIANCE GIANT SET TO MAKE INROADS INTO EUROPE

Yannick Fierling, CEO of Haier Europe, says Haier is the number one brand worldwide for the ninth consecutive year.

With Haier growing its worldwide market share in 2018 to 14.2%, up 4.42% on 2017, we started by asking Yannick Fierling about how sales of the brand are developing in Europe.

THE SUCCESS OF OUR BRAND AND ITS EXTREMELY DYNAMIC GROWTH IN EUROPE LIES IN ITS ABILITY TO PARTNER WITH THE CUSTOMER AND OFFER THEM THE PRODUCTS THEY ARE LOOKING FOR

Europe has, of course, benefited from this expansion since a lot of means have been invested on the brand between 2017 and 2018: distribution has increased, the communication programme has been reinforced and awareness went up to 30% in 2018. All these efforts translate into doubledigit growth in Europe. Today, overseas business represents almost 50% of Haier’s total revenue.

What steps are you taking to increase your brand awareness and market share in Europe?

We want to further implement our strategy which has proven to be successful over the last several years: remain close to our consumers, understand them, anticipate their needs and offer them real but pragmatic innovations useful in their daily life, synonymous with real progress.
We are focusing on the premium product segment and today Haier is associated with quality, design and innovation. I want to further promote theses values with the most relevant offer, and thus to stand out among premium distributors to become the most visible brand in each category. We are also pursuing our goal to offer customised solutions to our clients with a modern online toolkit as online sales are becoming a more important source of business. And we are also looking to expand our brand in 11 new European territories.

What are the key elements contributing to growth at the moment?

The success of our brand and its extremely dynamic growth in Europe lies in its ability to partner with the customer and offer them the products they are looking for; products that bring him a real added value in his daily life. This is the zero-distance concept as we call it at Haier.
Thanks to our strong capacity for innovation and our unlimited funds in terms of R&D, Haier has succeeded in becoming an international leader.

OVERSEAS BUSINESS REPRESENTS ALMOST 50% OF HAIER’S TOTAL REVENUE

What are your “star” products at IFA this year?

For Haier, IFA 2018 is the opportunity to reveal its strong European ambitions through the presentation of an extremely wide range of innovations, all with a premium flavor; be it design, finishing, materials, capacities, ease of use, quality of results. We offer the consumer everything they expect.
Among the many “outstanding innovations for ordinary everyday tasks” we are showcasing is the Super Drum, a gamechanging innovation in the washing category delivering professional results at home for families; the F+, a fridge for food lovers that is the first cooling product of its kind where every compartment has been created with the optimisation of food preservation in mind; the Iconic Black Series and Iconic Glass Series, which were created in response to growing consumer demand for refrigerators equipped with advanced technologies that don’t compromise on design; the first wine
cellar without a compressor to maintain the quality of the wine. Connectivity and interconnectivity is also a highlight of the Haier stand, with the U+ Smart Home platform, an intelligent ecosystem connecting household appliances, plus many other innovations to make consumers’ lives easier.

How important is IFA for Haier and why?

On top of being a symbol of Haier’s prosperous business, the increased size of our stand this year (twice as big as in 2017) is a key sign of the great importance we attach to IFA.

» HALL 3.1 / Stand 102


Photo: Yannick Fierling – CEO, Haier Europe