HAIER IN EUROPE: A FAST GROWING COMPANY

“As the fastest growing company in home appliances worldwide, it is natural that we have ambitious objectives in Europe. To manage Europe as a micro-enterprise, offer innovations in response to specific market needs, move our production and R&D centres closer to the demand, rely on people with first-hand, local knowledge of their country, etc. This is our strategy to consolidate the position as the leading appliances manufacturer in the region”.

 

Yannick Fierling
CEO of Haier Europe

Haier Europe is a branch of Haier Smart Home Co., Ltd. (formerly known as “Qingdao Haier Co., Ltd.”) a leading global household appliance manufacturer headquartered in Qingdao, China founded in 1984 and listed on the Shanghai Stock Exchange from 1993. From January 2019, after merging the operations of Candy Group, Haier Europe ranks fifth (source: Euromonitor International).

Haier Europe can count on highly successful brands such as Candy, Hoover, Haier, Rosières, GE Appliances and Fisher & Paykel respectively aiming to become the consumers’ top of mind in their own market segments and geographies. Since founded, Haier Smart Home has grown by meeting customer needs through its strategic commitment to innovation, branding, R&D, and intelligent manufacture, as well as domestic and international expansion, becoming the world’s largest manufacturers of home appliance goods.

Haier Smart Home designs, manufactures and sells a wide range of household appliances including refrigerators, freezers, washing machines, air-conditioners, water heaters, kitchen appliances and small household appliances, with a comprehensive offering of smart household appliances.

Haier aims to expand its leadership in smart home appliances in Europe and become consumers’ first choice and the global leader in IoT era for smart home appliances. Haier brings manufacturing capabilities in Europe that enable Haier Group to better meet customers’ increasingly sophisticated demands for personalized smart products in the new era of the Internet of Things.

The acquisition of Candy Group in 2019 means that Haier Group’s brands encompass the entire domestic appliances market; from ultra-high premium to more affordable ranges, with quality and an exceptional user experience at the heart of each and every one.

Haier Smart Home is the number 1 major appliance company in the world with market share of 15.7% and a global turnover of almost 25 Billion Euro in 2019. Haier Smart Home is also leading in refrigeration appliances (21,7%), home laundry appliances (20.3%), freezers (23.5%) and wine cellars (20.3%).
(Source: Euromonitor International Limited 2020, % in unit share, 2019 data).

 

Haier in a nutshell

MORE THAN 23 BILLION EURO

TOTAL ASSETS

       

        

ALMOST 25 BILLION EURO

HAIER SMART HOME TURNOVER IN 2019

      

160+

COUNTRIES AND REGIONS

       

        

99,757

EMPLOYEES WORLDWIDE

        

        

122

FACTORIES

10

R&D CENTERS

25

INDUSTRIAL PARKS

108

MARKETING CENTERS