EXCLUSIVE INTERVIEW
EXCLUSIVE INTERVIEW Christian May Managing Director Retail Channels, Kärcher Kärcher on Innovation, Connectivity and Urbanisation A common trend: people want cleaner homes While trends change in markets across the world, a common trend is that householders want a clean home. This, Christian May, Managing Director Retail Channels at Kärcher, said was recently confirmed again by an international study conducted on its behalf. Cleaning is still very important. The trends we observe are that machines must be intuitive and easy to operate as well as time saving. This is certainly one reason why we now enjoy using robots as little helpers for cleaning around the home. How has technology changed cleaning habits? Innovations have always influenced the behaviour of people. When it comes down to cleaning, window cleaning is a good example. Ten years ago, there was no machine that could have made this unpopular and time-consuming chore of window cleaning much easier. One year later, we launched the first Window vac onto the market, which cleans all smooth surfaces quickly, easily and streakfree. In the meantime, 14 we have sold 21 million machines and created a completely new market. There are many unsolved cleaning problems and we at Kärcher are working everyday towards finding a solution. What does the future look like for home cleaning and urban living? A mega trend, which has a distinct influence on cleaning around the home, is increasing global urbanisation. According to UN statistics, more than 54% of people live in urban areas and this number is growing. What this means can be seen in Japan today for example: small homes with little space. That is why cleaning machines like vacuums have to be smaller for easy storage with the same cleaning capacity as common sledge-type vacuum cleaners. On the other hand, they must look attractive as there is often no storage space in the kitchen cupboard and the vacuum cleaner then has to be stored openly in the home. From a technological point of view, connectivity will also play an increasingly important role in cleaning. For example, sensors would be able to automatically detect when the oven needs cleaning. This would then be automatically included in the personal cleaning schedule on a mobile phone or miniature cleaning drones would carry out the work. What are your key innovations that you are launching at IFA? At the IFA, we are presenting our entire Home & Garden product range from pressure washers to window vacs. Two machines in particular stand out due to their compact design, namely our vacuum cleaner VC 5 and the Mobile Outdoor Cleaner OC 3. What features and benefits do your new products have? Both products are closely connected with the already mentioned future trends. The VC 5 is characterised by a compact design and high cleaning performance. This vacuum cleaner is no bigger than two shoe boxes and can be stored in a drawer. Despite its size, it has the high cleaning performance of a standard vacuum cleaner and is a versatile helper on a daily basis. The Mobile Outdoor Cleaner OC 3 is also ideal on a daily basis for many of our customers: people who want to avoid carrying dirt back home after enjoying outdoor activities, e.g. by cleaning their bicycles, prams or walking boots whilst out and about. The cleaner is battery-powered with its own water tank. It CONNECTIVITY WILL ALSO PLAY AN INCREASINGLY IMPORTANT ROLE IN CLEANING can be used independently anywhere and is no bigger than a bicycle basket. How important to Kärcher is IFA as a trade platform? For years, the IFA has been the most important retail exhibition for Kärcher. This is where we meet national and international trading partners and receive direct feedback on our machines from end customers at our booth
EXCLUSIVE INTERVIEW Zero Distance to the End User Innovation gives Haier the lead As a worldwide leader with 13.6% market share according to Euromonitor in 2016, Haier is leading in Asia with its brand portfolio of Casarte, Haier and Aqua; in the US with General Electric; and in Australia and New Zealand with Fisher & Paykel. Haier Europe CEO Yannick Fierling spoke to IFA International about the company’s key products on show at IFA, the Haier business philosophy, and its brand-recognition building in Europe. Haier’s brand awareness in Europe has been increasing over the years. This is linked to major company investments as well as our dynamic double digit business growth. It is important to highlight that Haier’s products are more recognisable today. Several highly authoritative media organisations have successfully tested Haier’s wide range of products. In addition, the VDE Institute recently awarded Haier’s set of cooling technologies, the Fresher Techs, which received the world’s first certification in food preservation. Which key elements are contributing to current growth? Haier's business model, its “Zero Distance to the end user” strategy, and its entrepreneurial spirit and talents. Also, Haier has a deep understanding of its consumers in terms of habits, needs and preferences, and offers the widest range of products to better serve our customers. Haier’s global reach to different market segments with high-end products is a core part of our DNA. Through a high level of innovation, in the first half of 2017 Haier reached number one in the domestic market, with a 65% market share in washing machines in the over-00 price segment, and a 28.6% market share for refrigerators. Haier has a capacity to invent. The group has been working on revolutionary patented technologies in several fields such as refrigeration. What’s new in this respect? Haier announced during its IFA press conference that its cutting-edge set of cooling technologies, Fresher Techs, has received the world’s first preservation certificate issued by VDE institute, specifically for its 3D Series 60 fridge-freezer range. The VDE Institute is one of Europe's largest independent technicalscientific organisations that oversees standardisation, testing and product certification. Haier is proud to be the first company to receive VDE certification for A+++ - 72% during IFA . The Haier Global Innovation Model Research Centre has been given the name “Tip of the Iceberg” by Zhang Ruimin, Chairman of the board of directors and CEO of Haier group. Why so? And why is this a metaphor for today’s Haier? It is an apt metaphor for today’s Haier because it symbolises unlimited resources; Haier leverages the entire world as its human resources department. Business ideas stem from user problems which can only be solved by people with an entrepreneurial spirit. And it symbolises the gathering and dispersal of resources around a certain goal. An iceberg gains or loses mass when the temperature changes. Similarly, resources can be mobilised according to changing needs. What are your product highlights at IFA this year? We have the F+ fridge, which incorporates the all-new expanded range of Fresher Techs technologies. It is the first cooling product where every space has been designed with the optimisation of food preservation in mind. There’s the Double Axis washing machine, which integrates a patented technology to reach a new level of performance. This unique technology is VDE certified for its A+++ rating up to 70% energy savings. Connectivity and interconnectivity are also key highlights this year. For example the U+ Smart Home platform is an intelligent ecosystem connecting all household appliances. The new Haier Super Drum washing machine is a game-changing compact machine that combines slim lines and big capacity with timesaving benefits Yannick Fierling CEO, Haier Europe HAIER IS PROUD TO BE THE FIRST COMPANY TO RECEIVE VDE CERTIFICATION FOR A+++ - 72% DURING IFA www.ifa-international.org IFA International • Tuesday 5 th September 2017 15
