August 2023 ertonline.co.uk


REVIEW


Haier Europe demonstrates its ambitions for the future at its annual 1 Vision Conference


10 H


aier Europe UK and Ireland CEO, David Meyerowitz, opened the company’s annual 1 Vision conference in the iconic Rum Warehouse in Liverpool last


month. The theme for the conference this year was dream, believe, achieve… “Haier is the enabler of dreams. We are the world’s favourite domestic appliance manufacturer,” added Mr Meyerowitz. He stated that the company’s growth has been phenomenal. It now has 170 factories, selling to 160 countries, with one billion customers, 100,000 employees, 4,000 micro-enterprises and 140,000 retail partners. “We dream big with confidence,” he added,


stating that the company is now the number one in washers and washer dryers with fast growth occurring in the cooling market. “By 2025, 100 per cent of our sales will be connected appliances,” he said. Yannick Fierling, CEO of Haier Europe, took the stage after and spoke about how the company now has a market share of 17 per cent worldwide with a turnover of 32 billion. “Despite the challenges we have faced recently with COVID and supply chain issues, we have doubled our turnover making us the fastest- growing smart home appliance company.” Mr Fierling added: “Selling a product was not enough. You must go from product to experience. We have built experiences for our consumers by building scenarios to see what works best for them.”


Similar to many brands right now, sustainability is a key focus for Haier Europe. “We want to extend the life of appliances and we will do this by adding new versions of software through our app,” said Mr Fierling. “Energy efficiency is important for us and being able to tell the


customer when the cheapest time is to run an appliance efficiently, is important.”


Haier enters the SDA market In an exciting development for the Haier brand, Dave Matthews, ME Leader in Small Domestic Appliances, announced Haier’s entry into the small kitchen appliance market sector. Later this year, the brand will unveil its Series 5 range of small kitchen appliances that Mr Matthews said will “transform the market”. In 2024, it will follow up and unveil its Series 7 range. Meanwhile, Hoover announced two new


vacuums that will come out later this year. Mr Matthews went on: “We launched two new vacuums last year and we are so proud of them. Now, we are following on with two exciting new vacuums, one of which has not been seen on the market and is revolutionary in its style and capabilities.” Elsewhere, Haier Europe also announced a new initiative with Octopus Energy. Being able to offer consumers the lowest cost per wash cycle at just 5p. This was just part of an exciting range of announcements unveiled by the company at the conference.


Yannick Fierling


Leon Doyle, Head of IoT Ecosystems at Haier Europe announced this exciting new revelation. He said: “If you already have the Intelligent Octopus tariff you only need to download the latest wash cycles from the hOn app and schedule your wash during the off- peak window.”


He outlined that through the extensive analysis of data-driven insights it became evident that existing consumers were actively reducing temperatures and shortening their laundry cycles in response to the cost-of- living crisis. The conference heard from many members of Haier Europe’s senior management team around achievements that the business has surpassed and its


goals for future


growth. Antony Peart, Director of Brand and Communications for the UK & Ireland, said that “cultivating a brand is the key to success and the business has three distinct brands Candy, Hoover and Haier that it cultivates and resonates with its consumers.” Closing the conference, Mr Meyerowitz thanked everyone who has supported the company to get it to where it is today. He also paid a special tribute to the staff. “All of you are the driver of our future. We thank you for your support. We want to be the first customer of choice for the smart home, and we are well on our way to achieving this goal,” he added.


David Meyerowitz


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