IFA 2022 Review


October/November 2022 ertonline.co.uk


‘Connect to extraordinary’


New products from Haier, Hoover and Candy at IFA


design of the “smallest washing machine on the market” – the Aquamatic by Candy – to the HF9 cordless stick vacuum cleaner range from Hoover. He also demonstrated how connectivity


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t IFA Berlin this year, Haier Europe presented some exciting connected solutions, with launched across


new products laundry, cooling


and floorcare from each of the


company’s three brands Candy, Hoover and Haier had their own distinct areas within the 3,700 square metre exhibition space, highlighting each range’s key benefits with a joint futuristic vision of the smart home. Events, entertainment and international show-cooking made it a stand not to miss this year! Speaking at the Haier press conference at the show,


Yannick Fierling, CEO of Haier Europe, highlighted several product launches – from the quirky Italian


Hoover


Hoover used the IFA stage to present a new concept: ‘Quality for life’, which it said means performance at the service of wellbeing and quality for life in one’s home environment. Visitors were able to immerse themselves in the


benefits of Hoover products through augmented reality experiences, “highlighting the bond between design and technology”, the brand said. The new HF9 cordless stick vacuum (far right) was unveiled, with Anti-Twist technology so the roller can be removed quickly with no tools by opening the window placed right over the brush. Hoover said it has high suction capacity with genuine runtime for up to 30 minutes (this can be increased to 60 minutes by using the second battery available with the Home and Pet double battery models), plus its 350W Brushless motor, which


ensures constant power and suction that enables it to pick up dust, debris and hair, all in a versatile lightweight cordless format. There’s also a digital display indicating the minutes of battery power remaining, the usage mode and the charge percentage.


The Berlin event also saw the introduction of the new


H-WASH 700 washer with enhanced performance and 99.9 per cent allergen removal thanks to the intense steam action during washing. It offers an ultra-wide 9KG drum capacity in the same machine footprint.


Meanwhile, the combined performance of the new H-DRY 550 and H-WASH 550 (above left) includes the new ultra-care cycle that preserves the most delicate garments during the drying cycle while guaranteeing a deep sanitisation. Elsewhere, the world of cooling welcomed H-FRIDGE 700, the refrigerator that uses total no frost Air Care technology: a homogenous air flow that circulates inside to keep food as fresh as the day it was purchased. The hOn app can also control the temperature remotely.


and efficiency are key to exceeding customer’s expectations. “A Haier washing machine with A-class efficiency, at a price point of €399, will pay back its full cost within five years through energy efficiency and connecting to the smart grid for lowest-tariff operation,” he said. Talking to ERT, Mr Fierling (pictured) explained how the company had developed in the two years that IFA didn’t take place.


“These have been some challenging years, but out of a crisis comes a lot of opportunity,” he said. “We completed the construction of three new factories in Romania and Turkey, which specialise in manufacturing refrigerators, dryers and dishwashers, and these play a pivotal role in our go- to-market and customer-centricity. “We have deployed a multi-brand strategy reaching targeted price indexes and enhanced market scale and profitability across the countries and business categories,” he added.


“Our vision has always been to be the consumer’s


first choice for smart homes, and we have received much recognition for that. For the sixth year in a row, Haier’s Smart Home has been named the number one company globally in major appliances.” With all this behind it, Haier Europe’s presence


at IFA was hotly anticipated and Mr Fierling confirmed: “We were proud to take the spotlight at IFA again this year.” With the concept of ‘Connect to extraordinary’, the company demonstrated its leadership in Internet of Things (IoT), Artificial Intelligence (AI) and connectivity through a number of living experiences and scenarios.


Mr Fierling continued: “Thanks to our multi- brand strategy, and in line with our zero distance to consumers philosophy, we are able to understand customers’ needs and provide truly tailored solutions.”


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