HAIER UK & IRELAND: DIEGO PERRONE THE ERT INTERVIEW
February 2025
ertonline.co.uk
The near-zero-energy consumption smart home that Haier helped kit out with appliances, solar panels and batteries
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The D2C conundrum In the home appliance retail space, the issue around direct-to-consumer sales rumbles on, with CIH/Euronics even launching its own branded appliances to allow its members to compete on the high street. And back in November, the new Managing Director of Smeg UK, Daniel Hadley, shared his perspective with ERT; he believes that direct-to-consumer sales can coexist with traditional retail channels. Mr Perrone acknowledges that it’s a challenge in the marketplace, however, he emphasises that Haier doesn’t see D2C as a primary sales channel. “We don’t want to make it the main focus or push it with aggressive pricing strategies,” he explains. “It’s about offering an option for those consumers who are interested in buying directly from us, but it’s definitely not a channel we’d push aggressively.”
Another key part of Haier’s strategy is the development of its own app, designed to manage the entire home environment. The hOn app (pictured right) is becoming an essential tool for consumers to control everything in their homes, from appliances to energy management…
“We want it to be the central hub for managing all aspects of home life,” says Mr Perrone. “Product design is where Haier excels. Consumers are becoming more discerning about the design of their home appliances, particularly in categories like refrigeration,” he goes on. “At IFA last year we introduced the French Door 90 refrigerator with sapphire glass—a perfect combination of premium aesthetics and innovative functionality. “But the design focus doesn’t stop at the exterior; our products are engineered with both form and function in mind, so when consumers open our appliances, they’re often amazed at the high-end, user-friendly design. The response to the French Door 90 Series 7 refrigerator has been incredible, with many commenting on the stylish glass exterior and advanced interior features.”
Customer service is equally a top priority for Haier to ensure its consumers have the best experience after the sale of the product itself. The company has a dedicated UK team, including one of the largest engineering workforces providing ongoing support for its customers.
And investment in training is another key component of its commitment to customer satisfaction… “We’ve just opened a new training centre at our UK headquarters,” explains Mr Perrone, “where engineers are constantly updated on the latest product innovations and best practices for customer service. We want to make sure every customer has the best possible experience, both when purchasing and after the sale.”
Looking to the year ahead, Mr Perrone says he is optimistic about Haier’s growth trajectory. “We’re excited about the future. 2025 will be a year of significant growth as we continue to innovate, launch new products, and expand our market share. Our goal is to be the first choice for consumers, and with our focus on new product launches and customer satisfaction, we’re confident that we’ll achieve this.”
Visit
www.haier.co.uk for more info about the range of appliances across all categories.
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