1 year ago

Week-end Edition - Day 2 & 3 - IFA International

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  • September
  • Haier
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NEWS Yannick Fierling

NEWS Yannick Fierling CEO, Haier Europe Sweet Dreams: Rest Easy with Beurer’s Sleep Line Targeting Major Growth in Europe Haier works on further raising brand awareness as it launches into new categories Chinese brand Haier has announced at IFA that one of its key priorities is to greatly raise brand awareness across Europe. At the company’s IFA press conference, Yannick Fierling, Haier Europe’s CEO, announced that as the fastest growing company in home appliances worldwide, it was quite natural that there be ambitious objectives in Europe: “The biggest challenge we have as Haier today is brand awareness, getting these products to be known by the end consumer. Since 2009, we have increased brand awareness across Europe by 170%, reaching 30 points, which is certainly not enough.” Fierling said that for the last seven years, Haier doubled its sales every year, but he pointed out that the business is young having only been established since 1985, adding, “In 2009, Haier’s turnover was €17.7bn; in 2015, if you are including the turnover of Haier General Electric, which Haier bought in June of this year, we reached €32.8bn – this demonstrates the potential of this brand for the future.” Within the cooling category, the Haier CEO said that one-infive refrigeration models bought globally is manufactured or sold as Haier. NEW REFRIGERATION PRODUCTS @ IFA Haier has launched Fresher Techs, which ensures better food conservation and preservation in response to nutritional concerns from consumers, as well as a new collection of Combi and French door fridge-freezers equipped with ‘easy access’ freezer drawers. These drawers are integrated in Haier’s 60cm, 70cm, 83cm and one-metre wide fridge models. According to Fierling, today, Haier has the widest range of large capacity refrigerators with freezer drawers, offering even more choices to consumers. Haier is also represented in the wine cooler market in which it occupies a leading position. BUILT-IN KITCHEN APPLIANCES GROWING IN IMPORTANCE Haier has launched into the builtin appliances market with a range of ovens and hobs specifically developed so that they integrate with the rest of the kitchen. Fierling said that Haier wanted to complete its line of modern, high-tech kitchen appliances and complement the kitchen centrepiece, the refrigerator, by diversifying into an exciting new product category. “Haier’s new range of built-in ovens and hobs is designed to fuel creativity and enables users to master their culinary ambitions,” said Fierling. “Haier’s full suites of appliances integrate perfectly into SINCE 2009, WE HAVE INCREASED BRAND AWARENESS ACROSS EUROPE BY 170%, REACHING 30 POINTS, WHICH IS CERTAINLY NOT ENOUGH. any kitchen with its trademark quality and creative design to meet the most exacting consumer demands.” LAUNDRY: 2ND GENERATION DUO DRY In home laundry, Haier has launched Duo Dry, the second generation of the Haier Duo washing machine, which integrates the dryer function. Haier will also launch a colour customisation service for customers, giving them the colours they want, and which may not be available as part of normal ranges. “Why does innovation need to be white?”, asked Fierling. “The end consumer should be able to choose the colour he wants in his kitchen and Haier will be able to offer that in the near future” Hall 3.1 Stand 109 Addressing the media at IFA 2016, German health appliance brand Beurer showcased a range of massage and health monitoring devices but primarily focused on its Sleep Line range - aimed at regulating sleep patterns and nurturing a healthy night’s rest. To bring all of this to life, the Beurer booth features a sleep room where visitors are immersed in a perfect sleeping environment. Six-time winner of most innovative brand at the Plus X Award, Beurer has teamed up with sleep specialist, Dr. Michael Feld, to develop innovative Sleep Line products for a healthier and more balanced life. Feld was on hand at the Beurer booth to present the SE 80 Sleep Expert, a sleep sensor that is placed under the mattress to accurately log heart and breathing rate and body movement. Data is displayed in the Beurer Sleep Expert app, from which daily sleeping patterns are monitored to address erratic sleep phases via, for example, the LB 37 humidifier. This product maintains perfect moisture levels in the bedroom using ultrasonic humidification technology, and can be used for room scenting using Beurer Sleep Well aromatic oil Hall 4.1 Stand 212 IFA International • Saturday 3 th & Sunday 4 th September 2016 13

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