IFA 2020: Haier focuses on IoT ecosystem and multi-brand strategy


At IFA 2020 Yannick Fierling, CEO of Haier Europe, talked about the innovations in the IoT ecosystem – with exclusive features created for the management of technological platforms and the introduction of new partnerships – and about the launch of new products and solutions that leverage the values and distinctive characteristics of the Group’s brands. IFA 2020 has been the ideal scenario to anticipate the user experience the brand Haier is working on, with the launch of a new range of connected wine cellar and the debut in the built-in segment, with the preview of a new range of ovens, induction hobs and hoods. Candy continues his mission in providing solutions able to simplify the consumers’ everyday life with the launch of a new range of washing machines (Nova) that further evolve the concept of Smart Washing. Hoover focuses on wellness and healthy lifestyle, proposing a series of innovations for the care of the home and the environment, with the launch of a new wellbeing ecosystem line (H-ABITAT) that relaunches the brand’s mission and vocation.
Yannick Fierling explained that Haier’s leadership is based on a one-of-a-kind organisational model – which has allowed the successful integration of global realities such as GE Appliances, Fisher&Paykel and the Candy Group in Europe – and on a multi-brand strategy, designed starting from the “Zero Distance with Consumer” value to provide products and solutions able to meet any consumers’ need. An objective that turned into an ambition: to transform and to evolve the consumer journey from product to experience, involving and stimulating end users through a natural and adaptive dialogue, not only with household appliances but also with third party devices and services, creating a real open and integrated ecosystem, which has translated the concept of Smart Home into reality. The extensive work carried out by Haier internally – with the launch of the new hOn App, which can manage all the Group’s products and services with a single solution – is flanked by a series of major partnerships with technology and digital service providers, the latest of which is the one signed with Vivino, that will allows users to recognize and catalog thousands of wines, to optimize the functionality and experience of the Haier premium range of wi-fi wine cellars.


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