Present in 30 countries, Haier’s European operations are extensive. Our regional headquarters are located in France, whilst research, design and development centres can be found in Italy and Germany. Italy also serves as a manufacturing facility. Haier branches and local offices exist within France, Germany, Italy, Spain, Russia and the UK. Our products are available throughout the vast majority of Europe.
Haier in Europe has accelerated the development of high-end products, stepped into the high-end market, and achieved the upgrade of overseas markets. Haier’s Europe-made Italian type tri-door refrigerator continuously captures the market in European high-end market.
As a worldwide leader in home appliances, Haier has an ambitious development program in place to become a major European player in our key market segments. Such developments are conducted with a dedicated approach to product ranging, retail strategy, marketing and communication, helping us to expand geographically and penetrate new markets. We are concentrating on product development, ensuring that our product ranges extend to all market segments and are able to respond to their every need. To do this, we are reinforcing our already strong partnerships with large market distribution networks as well as with local businesses. Italian local time a.m. 10:56 on September 7, 2010, the global 100,000,000th refrigerator was completed in Italy and sent to customer home. It means that Haier has achieved world-class production and marketing scale within the shortest time among the global refrigerator enterprises and has been the multinational refrigerator brand with the features of fastest increase and largest scale. And in 2011, Haier opens its R&D centre in Germany specializing in dishwashers.
In terms of branding and awareness, we aim to accelerate the recognition of the Haier brand image to create strong emotional bonds and increase brand loyalty. Innovative marketing campaigns accompany product launches to engage consumers in new and unexpected ways. But, above all, our core values of quality, innovation, design and performance resonate throughout all Haier communication activities. In 2011, Haier wins the prestigious iF Communication Design Award for its 3D LED TV M300 series and the IFA Preview Design Award for the Haier Glass Design® range.
