February 2025
ertonline.co.uk
Hoover home appliances. Below: Haier X Series 11 Washer and Dryer
The rising cost of living has further impacted
purchasing power, pushing Haier to focus on solutions that address these challenges head-on. Energy efficiency and waste reduction are central to the brand’s approach; in refrigeration, for example, it’s enhancing preservation technologies to reduce food waste and, by extension, costs for its consumers. Features like antibacterial technology, My Zone compartments, Total No Frost, Fresher Techs and advanced preservation systems exemplify this focus.
In addition, Haier is also investing in smart cooking solutions and integrated experiences… “Our goal is to create experiences, not just sell products,” explains Mr Perrone. “By integrating our appliances with apps, we’re making the interaction seamless and extending the consumer experience beyond the product itself.” Mr Perrone says that Haier is keenly attuned to the evolving needs of modern consumers, and as priorities focus particularly around sustainability and energy efficiency, the company is refining its product offering to not only meet, but exceed, consumer expectations. By integrating advanced technology, it aims to deliver innovative, user-centric solutions that resonate with today’s tech-savvy market. These efforts reflect Haier’s ongoing commitment to leading in both product performance and environmental responsibility. The brand’s integration of Artificial Intelligence (AI) is one way the company is achieving this. Appliances like washing machines and dryers are designed to learn and adapt from consumer behaviour, personalising settings over time based on users’ preferences.
“Consumers today are looking for brands that align with their values,” says Mr Perrone. “We are focused on delivering appliances that meet these demands, while also ensuring that they evolve with the user’s needs over time.”
what consumers specifically need,” elaborates Mr Perrone. “For example, in the UK, we work directly with local teams to ensure that we’re responding to consumer trends and needs. “This is evident in innovations like UltraSense technology in our dryers. One common frustration with dryers is that clothes often still feel damp, even after the machine signals that it’s done. But with UltraSense, the dryer learns from this and makes sure that clothes come out perfectly dry.” Another example is Haier’s Ultra Fresh Air function in its X Series 11 washing machines, which prevents clothes from smelling musty if left in the machine too long. Ultra Fresh Air solves this by continuing to tumble clothes with air after the cycle ends, keeping them fresh. “We’ve always launched some of the most innovative and energy-efficient products on the market, and that will continue to be a priority,” adds Mr Perrone. Haier’s commitment to sustainability is further demonstrated by its focus on reducing food waste. The manufacturer has a long history in refrigeration, and food preservation has always been central to this, and Mr Perrone says the company is always looking for ways to keep food fresher for longer. Haier recently received the prestigious Terra Carta Seal, awarded to just 17 companies globally in recognition of their efforts towards environmental sustainability. The Terra Carta Seal is awarded to companies which have demonstrated the success of a company- wide project, initiative or strategy which aligns with one or more of the Sustainable Markets Initiative’s 10 Terra Carta Articles. “Receiving the Terra Carta seal is a huge
Continual innovation A defining concept in Haier’s approach is its “Zero Distance” philosophy. This means the company doesn’t just design generic products for the European market but focuses on the specific needs of local consumers. “Zero distance means we understand the local consumer; we don’t just develop products for the masses, but we focus on
honour,” says Mr Perrone. “It’s a testament to our ongoing commitment to sustainability and the impact we’re making on a global scale. “Today’s consumers are increasingly focused on how to reduce their energy consumption and waste, that’s why we’re investing heavily in energy-efficient technologies, such as heat pump dishwashers and advanced refrigeration solutions. “One key example is our collaboration with Strata where we helped to create a near-zero- energy consumption smart home by fitting out a two-storey house with our most energy-efficient products, including solar panels and batteries. This partnership aligns perfectly with our ambition to further develop our range of smart home products.” >>
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