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Published on July 28th, 2021 | by The GC Team

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Haier’s three-brand strategy yields results

Haier Europe has revealed a selection of performance results for its 2020/21 financial year including a 30% year-on-year increase in Smart Appliance sales.

At its virtual 1 Vision smart conference, which attracted more than 500 attendees across two days, the company announced 12% European growth, 20% Haier brand growth, and 16.2% global market share with a quarter of all fridges and washing machines sold being from the Haier, Hoover or Candy brands.

The event included presentations from several members of the senior management team including CEO of Europe Yannick Fierling, who said he believed this had been achieved through a focus on product experience, rather than just the appliances, and a clearly defined three-brand strategy.

“Our three-element strategy of accelerating value, increasing sales quantities and optimising brand value has supported brand expansion into new lines and categories.

“This, combined with increased manufcturing capacity, upweighting systems and our triple-brand and price quartile strategies, enabled us to mark a challenging but exceptional year.”

With 3 million-plus registered users, 18 connected product families and more than 12 million smart products in the market, Haier has invested heavily in its industrial footprint in order to meet growing demand. This, the company said, will be delivered through three new factories opening this year and next in Romania, Turkey and China.

Other noted achievements reported at the event for the 2020/21 financial year included six production sites; 7,700 employees; 300 R&D engineers.

On behalf of the UK & ROI, CEO of the region David Meyerowitz reported how growing consumer confidence had helped towards the group achieving No.1 positions in several product categories including freestanding and built-in washing machines and washer dryers, freestanding and built-in tumble dryers, multi-door refrigeration and wine coolers.

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