THREE BRANDS IN ONE

Daniel Wild, Director of Marketing and Communications for Haier, announced new strategy and products at the IFA Innovations Media Briefing in Berlin, as Haier is becoming a “tri-brand” name: absorbing Candy and Hoover.

“The XL Slim Size fridge, with its range of 15 appliances with features such as four doors, is my personal highlight of Haier’s 2019 innovations,” enthused Wild. “ It’s convenient size, fitting between many diverse dimensions of countertops and other appliances adds so much value to the home.”

Candy draws on its long Italian tradition of good design and achieved a world first: developing nine short washing programmes. Snap&Wash technology allows the user to take a photograph of the washing and the machine will determine the most appropriate programme.

Hoover’s 2019 innovations focus on wellbeing and sustainability. The H-Keepheat 700 cooks food slowly and is the world’s first oven to conserve food at a constant temperature of 63°C. The MyChef Tefal OptiGrill Elite Steffen Henssler app displays hob status and step-by-step recipes.

As for washing products, the Axi Silent Drum dryer reduces noise by 10dB and can be voice-controlled. Hoover’s Handstick vacuum range is influenced by homes getting smaller and an increase in allergies and pet ownership.

Haier’s Duo Laundry Centre, with its two drums, simultaneously carries out any two options from drying, washing, and refreshing. Haier’s top-loaders have an antibacterial coating and a steam function, while its popular Super Drum can both wash and dry and won a Red Dot Design Award in 2017.


Photo: Daniel Wild, Director of Marketing and Communications, Haier, during the IFA Innovation Media Briefing

> Hall 3.1, Stand 102