October 2025
ertonline.co.uk
‘Technology should adapt to people, not the other way around’
Following IFA, ERT spoke with Antony Peart, Director of Brand and Communications at Haier Europe, about the brand’s new football partnerships, its connected home vision, and how innovation and sustainability are driving its strategy.
Question (Q): Haier recently announced partnerships with Liverpool FC and PSG. How do these collaborations fit into your broader brand strategy? Antony Peart (AP): Our partnerships with Liverpool FC and Paris Saint-Germain are more than sponsorships. As the No.1 global major appliance brand for 16 consecutive years (Euromonitor), we see them as strategic alignments with global icons of excellence, passion and innovation. These clubs share Haier’s values of precision, performance and a relentless drive to lead.
By connecting with their fanbases, we’re embedding Haier into the emotional fabric of everyday life, building relatability, showcasing our innovation and increasing brand awareness. For retailers, this reinforces trust and desirability, particularly in premium categories like refrigeration and laundry.
Both Haier and these clubs are leaders in their fields with global reach and local relevance. Our activations include co-branded content and experiential campaigns that bring the excitement of match day into the home. Retailers can get involved through in-store experiences, giveaways linked to fixtures, influencer-led visits and digital campaigns that drive footfall. It’s a great way to turn product discovery into a moment of fandom.
Q: What changes are you seeing in what consumers expect from connected home ecosystems? AP: Consumers now expect smart technology to be intuitive, interoperable and genuinely helpful. Appliances must go beyond being “smart” to being emotionally intelligent, anticipating needs and solving real problems.
A good example is our new Haier ovens with Bionicook Technology, which tracks food preferences and cooks exactly the way users like it. Through our hOn app, consumers also benefit from seamless integration across brands, personalised recommendations, remote diagnostics and sustainability insights. Retailers who focus on these real-life benefits, rather than just specs, will build stronger consumer trust.
Q: Could you tell us more about the “Naturally Connected” vision? AP: “Naturally Connected” is our guiding philosophy, technology designed around people. Our products adapt to lifestyles rather than disrupt them. This vision comes to life through our hOn app, which connects Haier, Hoover and Candy appliances into one ecosystem. From AI-powered cooking assistance to laundry routines that sync with schedules, it’s all about effortless experiences. For retailers, it’s an opportunity to tell a story about smarter, more meaningful living.
Q: Sustainability is a big focus for Haier. How are eco-friendly practices being integrated? AP: Sustainability runs through our entire value chain. At product level, we’re innovating with long-life components, energy-efficient motors and recyclable packaging. Operationally, we’re cutting emissions, investing in circular economy models and promoting responsible disposal. This resonates with younger consumers who prioritise eco-conscious choices. Retailers can use these stories to show how sustainability is a lived value at Haier, not just a buzzword.
Q: How do AI and smart technologies in your laundry range make life easier? AP: Our AI-driven laundry solutions remove
guesswork through auto-load detection, cycle optimisation and fabric recognition. The X Series 11, for instance, offers 10kg capacity with whisper-quiet operation, which is ideal for open-plan living. These aren’t gimmicks; they’re genuine time
and stress savers. Retailers can position them as lifestyle upgrades rather than just appliances.
Q: How do local consumer habits shape Haier’s global strategy? AP: While our innovation hubs are global, our product development is guided by local insight, what we call “zero distance to consumer.” In the UK, energy efficiency and smart scheduling are key drivers; in southern Europe, quiet operation and design integration take priority. Retailers play a key role in feeding back these insights to help us adapt.
Q: Looking ahead, how do you see the connected home evolving? AP: The connected home will become experience-centric, predictive, adaptive and collaborative. AI will move from reactive to proactive, while sustainability becomes a defining metric. Retailers who embrace this shift will lead the next generation of consumer engagement.
Q: Finally, what message did you hope visitors took away from Haier’s IFA exhibition? AP: We wanted visitors to feel inspired by possibility. Our partnerships with Liverpool FC and PSG, our innovations and our hOn ecosystem all showcase how technology can enhance, not complicate, daily life. Haier isn’t just building appliances, we’re building experiences that are naturally connected, emotionally intelligent and beautifully designed.
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