NEWS | Round-up
‘Independents are key to establishing Haier in the premium sector’
Despite recently being named as Number One Brand in Major Appliances Worldwide by Euromonitor for the 12th consecutive year, Chinese brand Haier has never quite achieved the same level of recognition in the UK. However, as it gears up to launch its first built-in cooking collection, Jim McEwan, COO Haier UK and Ireland, tells Rebecca Nottingham how that’s all about to change
Q & A
Q: It’s been an extremely challenging year, but can you give us an idea of how Haier has fared over the past 12 months? A: Obviously we – like everyone – had a very challenging year but despite that, we continued to develop our market share in all regions. We’ve just been ranked as Number One Brand in Major Appliances Worldwide by Euromonitor for the 12th consecutive year. So, globally, the brand is going through a very strong period. We experienced particular success in the Asian and US markets last year. During the same period, we saw double digit growth in Europe too as we continue our journey to become the number three appliance business within the region
Q: What do you put that success down to? A: We’ve always been a very consumer-facing brand and our philosophy is about designing products that really make a difference to the consumer. Which is where our multi-door refrigeration heritage comes from. A lot of our success comes from that focus on continuous improvement – we’re permanently looking at what we can bring to market that’s really going to engage with the consumer in a different way.
Q: How’s the brand doing in the UK specifically? A: We’re still very much on a journey with Haier in the UK. We’ve got great products but, we haven’t been in the right place in the market before to really grow the brand. We deserve to be in a more premium space so we’re on a journey to work with kitchen specialists to establish Haier in that sector of the UK market. We see it as an area of growth and we see
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independents as a key element of making sure we’re at the forefront of that.
Q: What’s the plan to achieve that and emulate the brand’s global success in the UK market? A: Our aim is to expand our distribution through the independent kitchen retail sector so that the brand gets the recognition it deserves in that premium space of the market. Being totally honest, looking back at the previous structure of the business, we weren’t well placed to service the sector in the best way. With the changes we’ve made over the last six months – and the resources we have being part of a wider group that includes a prominent UK brand like Hoover Candy – we’re now in a much better position to do that.
We’re on a journey to work with
independent kitchen specialists and establish Haier in the UK premium sector
The breadth of the Haier range is something that’s previously held us back in the UK. However, we now have a stronger portfolio of products than we’ve ever had. The launch of our first built-in cooking collection later this year will appeal to kitchen specialists. Our products have great features and benefits. Connectivity, for instance, is a really important element for us – both as a brand
and as a Group – and we are fast getting to a place where all of our appliances will be able to talk to each other. It’s this kind of experiential element that we believe sits so well in the premium sector – in kitchen specialists. We’re in a very different place now and that will enable us to develop our presence and serve the independent sector in a better way. We really feel that Haier products have to be experienced by the consumer as it’s the quality and the features and benefits that really set it aside from competitor products, and that’s why developing our presence in showrooms is such a key part of our approach.
Q: Sustainability has become a real topic of conversation for the industry and consumers alike over the past few years. Where does the topic fit into Haier’s brand strategy? A: It’s a vital part of our journey going forward. We have a dedicated social responsibility team, and we want to be at the forefront of everything that happens from a sustainability point of view. We think that energy as part of the purchase is going to be increasingly important moving forward, which is why we’re so proud of our industry-leading A-rated laundry range. We know that the consumer is becoming more aware of the impact
that the appliances they use have on their finances and how they impact the environment. I strongly believe that retailers will actually be challenged more by consumers. We’re being vocal with them about the energy and water-saving features our products have so that they can really engage with the consumer about how they will benefit them and the environment.
Q: How do you see the UK kitchen industry playing out over the next 6-12 months? A: This industry had a really buoyant second half of last year because, with money to spare, people were investing in their homes. Things are already getting back to normality with showrooms reopening last month and, eventually, the shackles will be removed, and we will be able to go on overseas holidays again which will naturally lead to a bit of a slowdown in the appliance market as people spend elsewhere. Supply issues of one sort or another will be with us for most of this year but, while challenging, it presents retailers with an opportunity to focus into specific brands and products. There will be some brands that won’t have the same availability in the UK that we’ve seen in the past, as others will look to accelerate so it’s likely we’ll see a change in the brand landscape as the year progresses.
· May 2021
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