SHOW REVIEW | IFA Berlin
The return of
After a three-year break, more than 161,000 visitors flocked to Messe Berlin for IFA 2022 to see the latest products from top players in brown and white goods. Chris Frankland was there to check out the latest innovations in appliances
he IFA show was back with a vengeance for its first ‘live’ event since 2019. And the stands and showmanship at Messe Berlin were up to their usual high standards.
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The show provided 151,000sq m of stand space hosting 1,100 brands and manufacturers from 46 countries. More than 161,000 people attended over the five days from September 2-6 and exhibitors booked 80% of floorspace. Industry professionals and trade visitors made up a higher percentage of attendees compared with pre-pandemic years.
The big trends were connectivity and sustainability and both were evident on the stands of the home- appliance brands kbbreview visited. This was backed up by a full programme of conferences and keynotes, including Arçelik (Beko and Grundig’s parent) chief executive Hakan Bulgurlu and Miele executive director Dr Reinhard Zinkann. We sat in on Haier’s press conference in its 3,700sq m stand, hosted by Haier Europe CEO Yannick Fierling, who started his address by
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emphasising that Haier has been the no1 company in major appliances six years in a row with a market share of 16.3% and a turnover of €32.5 billion. He said that although its market share in Asia is 20% and 15% in North America, in Europe it is 8.1%, which puts it in the no4 position there, having only entered that region in 2010. It had €2.6bn (£2.25bn) turnover in Europe in 2021 and Haier intends to double that figure by 2026.
Haier launched its first built-in appliances at kbb Birmingham this year – a sign it is getting serious about the kitchen studio market. At IFA, the built-in cooking products were again on view in a special smart kitchen display, and there was a new Chef@ Home Series 6 oven, which is fully connected and uses AI to detect the food the user places in the oven and select the best program.
In cooling, Haier offered its Cube 90 Series 9 with AI and a large touch display. Plus the Cube 90 Series 7 Pro and FD90 Series 7 Pro multi-door refrigeration range equipped with an Absolute Ice system, said to produce ice cubes that are 10 times purer than
conventional systems. In laundry, the I-Fresh Series 11 boasts unprecedented hygiene levels with special cycles for allergy sufferers. A refresh facility allows washing to stay fresh in the machine for up to 12 hours. Its drum alternates between clockwise and anticlockwise rotation to help prevent garment twisting and creasing. There were also new dishwashers from Haier. The A-rated I-Pro Shine Series 6 and 7 have a new H-shaped spray arm and three-basket system.
Haier also showed new products from its Hoover and Candy brands. Hoover showed its H-Oven 500 Steam Plus oven, which combines steam with versatile low temperature cooking. The new H-Wash 700 washer offers a 9kg load and 99.9% allergen removal and there is a 450mm compact variant that also takes a 9kg load. The H-Dry 550 matches the H-Wash 550 and offers an ultra-care cycle for delicate garments. New dishwashers were the H-Dish 700 Pro flagship model, said to clean, dry and sanitise a wide variety of pots, pans, cutlery and glasses, as well as plastic items.
Meanwhile the Candy stand was a riot of colour with a variety of colourways on offer, with its Design Hub showing a colourful limited edition of the new
The Haier Pavilion · October 2022
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