News & Press
Home News & Press White & Brown Goo...
White & Brown Goods: Haier thinks big for IFA 2010!
07-27 2011

White & Brown Goods: Haier thinks big for IFA 2010!

Solid European and UK structures enable Haier to present new products and innovations to consumers and professionals in Berlin

 3rd - 8th September 2010


Surrey, UK, 25 August, 2010 – Haier, the world’s No. 1 white goods manufacturer, with offices in Surrey, plans to use IFA to showcase not only its 2010/2011 white and brown goods product lines, but also to introduce a whole new approach to driving expansion across Europe and the UK.

2010 – A year of change for the global brand

Having reached the important milestone of its 25th anniversary, Haier has drawn on 10 years of operational experience in Europe and instigated a complete restructure of both its UK and European structures.

Measures were taken to strengthen the teams present in each major European market, including the UK, equipping them with the right people and tools required to deliver the brand’s stated objective for 2015: “to become one of the top 5 European brands within the next 5 years”. The appointment of René Aubertin, former Vice President of a well-known retail group, to the position of CEO of Haier Europe in May, has already helped the brand to gain momentum.

Thanks to a carefully adapted localisation strategy (localised management, manufacturing and marketing in particular), Haier has found a business model that has not only withstood the economic crisis, but has also helped the brand to witness significant growth over the last two years.

With a solid European HQ – boasting a team of product development and marketing communication specialists – local markets have been able to grow and flourish. Thanks to the support of a new sales and marketing team, the UK is an example of one such market – the new UK team has already identified a unique positioning for itself focusing on: design, energy efficiency and providing innovative and meaningful lifestyle solutions for UK households.

Two distinct stands at first European-led exhibit for brand-new “Haier Europe”

Hall 3.1a – Stand 103   White goods: products encompassing four core values  

Haier will introduce large, medium and small-sized electrical appliances on its dedicated white goods stand. In keeping with the aim of meeting its European customers’ expectations, the brand’s refrigerators, dishwashers, vacuum cleaners, kettles, etc, will each fall under one of the following four main themes: Design, Innovation, Eco-Friendly and Home Solutions.

Hall 25 – Stand 134      Brown goods: exclusive products and a wide, diverse range

At the heart of the Haier brown goods stand, two star products will shine… watch this space for more information!

The brand will also be presenting a wide range of television sets, notably the T3 range of small LED screens – a forerunner in its field.

“IFA is a key event that represents, for us, a real opportunity to show both consumers and distributors alike what a dynamic, global brand Haier is today,” comments René Aubertin, CEO for Haier Europe. “We benefit from a range of products that is unique in size and invest heavily in Research & Development. We also plan to take advantage of this event to introduce our latest innovations. This European show will be the perfect opportunity for our marketing and R&D teams to test consumers’ reactions to various new design concepts,” he concludes.

René Aubertin, CEO for Haier Europe, Duan Wei, Market Director for Haier UK & Ireland, Jeff Moody, Sales and Marketing Director for Haier UK and Ireland  and the European white and brown goods product managers will all be present at IFA.



Contact us

Submit a question to our support team

Start now


0333 003 8122

0344 561 1234

European Hotlines