Over the years Haier has been a fast-growing company in Europe thanks to organic growth and M&A, setting ambitious goals for growth and leadership.
Today another important milestone along the transformation journey is achieved as Haier Europe announces the acquisition of Fisher & Paykel Appliances Italy under the framework of an intra-company acquisition within the Haier Smart Home Group. This operation will extend the company’s products and brands portfolio and boosts the leadership in the Cooking and Built-in category.
Fisher&Paykel Appliances Italy is a historic company based in Borso del Grappa that has been producing cooking appliances for over 70 years. The Company owns the #Elba brand and markets #DeLonghi’s household appliances under license. Thanks to this acquisition, both De’Longhi and Elba will become part of the #HaierEurope brand portfolio.
They welcome 400 new colleagues that will join them and look forward to further growth together!
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GE $450 Investments
GE Appliances, a Haier company, announced plans to invest $450 million at its Appliance Park headquarters and manufacturing operation and add more than 1,000 new jobs by year-end 2023.
Haier investment in Turkey
Haier further increases its investments in Turkey. The company allocates 85 million Euros in its two factories in Eskisehir, creating 1,600 jobs.
Signature ceremony for the first Tumble Dryer go off the production line
Haier – number one company globally in major appliances – announces the opening of its washing production factory in Eskişehir, Turkey with a ceremony attended by President Recep Tayyip Erdoğan. With a €40 million investment, the company expands its tumble dryers’ platform and will further increase its production capacity with an additional €45 million investment in dishwasher factory that will be operational in 2022.
Opening Ceremony of Haier Smart Home Washing Production Factory in Turkey
This milestone places Turkey as Haier’s largest production and export center in Europe to serve both domestic and global markets and represents Haier’s vision to be the first consumer choice for smart home. It is also a testament to Haier’s commitment to Turkey as a long-term strategic partner.
Yannick Fierling (left）shows sincere thanks to President Recep Tayyip Erdoğan (right)
The new tumble dryer factory opening ceremony was held on October 23 with the participation of President Recep Tayyip Erdoğan. Minister of Industry and Technology, Mustafa Varank and other officials of the local and national Government and Parliament also attended the event.
Local team of Haier Europe
“These investments mark an important milestone to enhance the extraordinary skills of our people in Turkey and people in Turkey and are a testament to Haier’s commitment to Turkey as a long-term strategic partner.” – states Yannick Fierling, Chief Executive Officer, Haier Europe.
They place the Country as Haier’s largest production and export center in Europe to serve both domestic and global markets and are a key step in elevating Haier to the top three players in the industry in Europe by integrating artificial intelligence, IoT, and connectivity into high-end products and home solutions. We want to consolidate this mission by counting on a competitive industrial footprint and strong R&D and hi-tech capabilities, systems and platforms for the entire value chain.”
Haier Smart Home Industrial Park in Turkey
The expansion of the production facility had led to a new platform for all the standard size tumble dryers as well as new basement for better performance, especially for heat-pump models, and new and improved product features and components. All products will offer advanced connectivity through the hOn app, the living ecosystem for smart appliances able to connect all products of Haier Europe brands – Candy, Hoover and Haier – and aimed to simplify and improve quality of life.The tumble dryer site is built on a 190,000 sqm area and the total space dedicated to the new factory is 43,000 sqm. About 900 people will be employed for a full capacity of 1.5 million units per year.
The new dishwasher site, scheduled for completion in June 2022 will be 35,000 sqm and about 700 people will be employed for a full capacity of 1 million units per year.
Meet AQUA/Haier the World’s Busiest Crossing
Known as the busiest crossroads globally, the famousShibuya Crossing in Tokyo, Japan, witnesses 2.5 million Japanese pedestrianspass through it every day. Amongst the high-rise buildings, the AQUA brandvideo of Haier Smart Home, making a big debut on the streets of Shibuya sinceOctober 18th, has come into view of passers-by.
In the video, the AQUA brand ambassador described AQUA’s long-term solutions to better the life for users, as well as the ongoing tenth-anniversary user feedback activities. AQUA campaigned the event, which ran from October 15th to December 31st, partnering with PayPay, Japan’s biggest mainstream payment network.
This event will not only take place on the streets of Shibuya, but will also make an appearance at 18 stations of JR Shinjuku, and Osaka Shinsaibashi, a shopping mall, in late October, garnering over 10 million impressions. And engage in substantial user interaction on major home appliance websites, Yahoo, users’ favorite reading matters, SNS and other platforms. Additionally, users may engage in considerable participation in this activity at 300 offline stores of the major channels. The current activity has been carried out for two weeks, but the retail promotion effect has already appeared. The pre-sale of newly launched high-end rollers has exceeded 100, and the weekend sales of ultra-thin TZ have also increased by nearly 50% compared to before the event.
Introducing the AQUA 10th Anniversary series of theme activities enhanced Japanese consumers’ awareness of the AQUA brand, increased their preference for AQUA, strengthened their connection with the channel, and pushed sales efficiently in the year-end. Following that, AQUA will continue to grow, always putting priorities on user requirements and giving back to users.
Haier Impressive results
Haier Smart Home published 3Q21 results. From January to September, the Company realized double-digit revenue growth and even faster profit expansion, with continued cost optimization as well as doubled cashflow.
In Japan, AQUA Freezers under Haier Zhijia achieved the No. 1
In Japan, the share of dual-brand freezers of Haier Smart Home continue to rank first. In September, AQUA freezers achieved No.1 sales for the first time, realizing “a new No.1”.
During the post-COVID-19 era, user needs have been amplified such as “requirements for home appliance design due to more time spent at home”, “increased demand for freezer storage” and other needs. AQUA EMC quickly found these changes and upgraded the products from premium and differentiation aspects.
The industry’s’thinnest’ freezer, with a width of 36cm, is able to fit into any space of user’s homes. COOL CABINET series support flexible switch among refrigeration, soft freezing and freezing functions, brings users the best using experience. The changing needs of users in different scenarios drives AQUA EMC to improve its product competitiveness. The release of differentiated products is constantly driving up the average unit price of AQUA freezers which have gradually realized its leading targets.
The release of premium products boosted the confidence of local entrepreneurs who actively took on more challenging goals. All nodes of the whole EMC overcame the difficulties and strove to maintain project continuity despite of suspended meetings, to ensure the products were launched on schedule. They also innovated “non-contact and zero-distance” user interaction, developed online contact points, and delivered product differentiation to users in digital ways.
As Yoshida san, Planning Director of AQUA freezers, said, “I have never think that we could become No.1 in Japan. We have overcome great challenges to get to this place, as this No.1 spot is hard-won and thus more exciting. Leadership is only possible by constantly challenging ourselves and pursing innovations.”
The breakthrough achieved by AQUA freezers drove the total share of dual-brand freezers in Japan up to 42% in Q3, with the primacy ratio exceeding 1.7, further cementing the market position of Haier series freezers in Japan. Going forward, the Japanese EMC will continue to adhere to the premium brand transformation and continuously evolve with the spirit of innovation and entrepreneurship.
In Japan, Haier Zhijia’s AQUA Freezer achieved No. 1
In Japan, the share of dual-brand refrigerators under Haier Zhijia continued to maintain the No. 1 position. In September, AQUA Refrigerator achieved No. 1 in single-brand sales for the first time, achieving a “new one” breakthrough.
User-centric high-end transformation
With the advent of the post-epidemic era, new user needs such as “increasing time at home and increasing design requirements for home appliances” and “increasing demand for refrigerated storage” have expanded. AQUA Chain Group quickly caught these changes and iterated the products from the aspect of high-end differentiation.
The industry’s thinnest freezer can match any space in the user’s home with a width of 36cm; COOL CABINET series freezer refrigeration, soft freezing, and freezing modes can be switched freely to bring users the best experience. Changes in user needs in different scenarios drive the AQUA chain group to enhance product competitiveness,
and the investment in high-end differentiated products has also continuously increased the average unit price of AQUA refrigerators, gradually achieving industry leadership.
Goal challenge without using the epidemic as an excuse
The investment in high-end products has made local makers full of confidence and proactively challenge greater goals. All nodes in the entire chain have overcome the difficulties of the epidemic and insisted on “stop meeting and non-stop project” to ensure the smooth listing of products. At the same time, it innovated “non-contact and zero distance” user interaction, opened up online contacts, and delivered product differentiation to users in digital form.
As Junji Yoshida, the designer of AQUA refrigerators, said: “I never dared to think that I could achieve the first place in the kingdom of home appliances in Japan. After overcoming the challenge, the first hard-won, and it’s even more gratifying. Only insist on challenge and innovation. In order to achieve leadership.” The breakthrough of AQUA refrigerators brought the total share of Japan’s dual-brand refrigerators to 42% in the third quarter, with the first rate exceeding 1.7, which further consolidated the market position of Haier refrigerators in Japan. In the future, Japan Chain Group will continue to adhere to the mid-to-high-end transformation and continue to evolve with innovation and entrepreneurship
Haier investment in Turkey
The past weekend was very unique for Haier Europe. They have celebrated the expansion of the company’s largest European production and xport center in Turkey with a ceremony attended by President Recep Tayyip Erdoğan and many national and local stakeholders.
With an overall €85 million investment and 1,600 jobs creation, we’ve opened the new tumble dryer platform which will further be enriched by the dishwasher factory that will be operational in 2022.
Haier Smart Home saw a growth of 47% in the refrigerator market in Western Europe,
Following the strong growth in 2020, Haier refrigerators have led the industry in Western Europe.
According to the data, from Jan. to Sept. 2021, despite the challenge of the Covid-19 epidemic, Haier Smart Home saw a growth of 47% in the refrigerator market in Western Europe, becoming the industry’s number one brand in terms of growth rate.
Among the fast-growing categories, Haier multi-door refrigerator market share achieved number one with the API of 143.
The breakthroughs are inseparable from the premium brand building and innovative products tailored to the specific demands of local consumers. In response to the needs of European users for large-volume, healthy preservation during the Covid-19 epidemic, Haier Cooling Overseas has launched large-capacity, full-space preservation refrigerators. The cold storage room with separate dry and wet storage compartments and the freezer room with constant temperature and humidity provide users with healthy fresh storage solutions.
The increase of market share is also indispensable from the layout the scenario solutions. Especially in Sept.，Haier Europe introduced the various scenarios to local users at Milan Design Week.
With its leading products and advantages on scenarios solutions, Haier Smart Home continues to fulfill the requirements of global consumers in the globalization process.
HAIER LAUNCHES ITS FIRST VIRTUAL SHOWROOM
Haier launches in Italy, and plans to launch in all European countries over the next few weeks – the first virtual showroom , overcoming the barrier of traditional photo showrooms with an immersive, real-time digital experience.
Thanks to the Haier virtual shoowroom, visitors will be able to experience – browsing from their PC, smartphone or tablet – the experience of moving freely and without limits in two different three-dimensional environments, in which to find and discover the products in the brand’s catalog.
Following the guide of the narrator, who welcomes and accompanies visitors in the experience, you will have the opportunity to immerse yourself in a connected and personalized “home of the future”, in which videos, virtual catalogs, flyers and products such as ovens, refrigerators, wine cellars wine and washing machines are depicted with a very high degree of definition of every detail, finish and texture.
Once you have clicked the flashing hotspot corresponding to each product available in the virtual showroom, it will be possible to receive all the information and technical details, as well as having the possibility – thanks to augmented reality – to import the products into your home environment, maintaining their colors and characteristics. and dimensions.
In this way, users can both view the appliances in the different spaces and change the products with other items available in the gallery, automatically displaying them in the virtual showroom.
The other distinctive feature of the experience is the possibility for consumers to view the latest top-of-the-range models and leading products available on the market, thanks to the constant updating of the virtual showroom and its ability to adapt to the needs of different markets: in fact , the content components, the language of the narrator and the range of products displayed will be customized according to the country from which access is made.
To build the architecture of this user experience, Haier used the Neosperience Reality Plus cloud platform, which, thanks to WebGL and gITF technologies, does not require the end user to install any app and allows you to replicate details, shapes, colors. and materials without affecting the speed of navigation
THE CAFE BRAND
The Cafè brand operating under GE Appliances, a Haier company, announced two new products to its portfolio with the release of its Cafè Affetto Automatic Espresso Machine and Cafè Bellissimo Semi-Automatic Espresso Machine. Both appliances embody the brand’s tagline, “Distinct by Design” by adding sophistication to any countertop while also delivering on taste and flavor.
Cafè is focused on espresso in response to consumer interest in a more refined at-home experience, providing options that allow them to entertain with style and ease. «Customization and performance remain top priorities for Cafè users who want a professional coffee drink without having to step inside a coffee shop – said Wayne Davis, senior brand director for Cafè -. With our new espresso machines, we’re offering more options to consumers who want to enjoy unique flavors from home without sacrificing their individual style».
Cafè Affetto coffee machine
Cafè Affetto is an Automatic Espresso Machine that creates custom cups of Espresso, Americano, or Lungo in less than 90 seconds. It pays homage to the home of the espresso with an Italian name meaning “affection,” also features a My Cup setting for custom flavors and a quiet stainless-steel burr grinder with five precise settings.
Cafè Bellissimo coffee machine
The Cafè Bellissimo, instead, is a Semi-Automatic Espresso Machine. Its Italian name means “beautiful,” reflecting the sophisticated design. The model offers the option to customize flavor with an adjustable grinder that offers 15 settings ranging from coarse to fine, and a built-in steam wand that rotates a 180-degree motion for control and convenience.
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