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World’s number one white goods brand sets its eyes on success in the UK market!
07-27 2011

Two Surrey-based appointments unlock the UK potential for this global brand, known for its award-winning designs and inspired living solutions…

Surrey, UK, 2 November, 2010 – Following a period of significant structural reinforcement on both a local and European level, Haier, the world's No. 1 white goods brand (source: Euromonitor, 2009), now plans to take the UK by storm with a range of innovative, award-winning products.

The right team & a firm commitment to local investment:

The promotion of Haier Europe's former Brand and Marketing Manager, Duan Wei, to the position of Market Director Haier UK &3 Ireland, coupled with the recruitment of Jeff Moody as its new Sales & Marketing Director, goes to demonstrate the serious investment the global brand is prepared to make to win over the UK household electrical goods market.

Drawing on its combined experience, this strong UK team aims to work closely alongside its European counterparts to deliver Haier's main objective: to become one of the top 5 European and UK home appliance brands within the next 5 years. Reinforced by the recent appointment of René Aubertin, former Senior Vice President of Kesa Electricals, to the position of CEO of Haier Europe, the brand that recently celebrated its 25th anniversary has already started to gain momentum.
In the UK, Haier plans to position itself on the following core values: design, energy efficiency and providing innovative and meaningful lifestyle solutions for UK households.

"UK retail partners have always identified Haier's potential. Today, our brand has given itself the means to obtain its goals for the UK & Ireland by investing in a solid, more experienced local management structure," comments Haier's European CEO, Mr. Aubertin. "Wei's considerable marketing expertise within the Haier Group and Jeff's white goods and CE industry trading experience will ensure that the right combination of Haier products will be put to market in a timely fashion to meet each customer's needs, putting Haier on the UK map long-term."

"With an initial focus on white goods (refrigeration, laundry, dishwashers and cooking), we will look to roll out quality, flagship Haier designs in the coming months, including the award-winning 3D fridge range, alongside technology 'firsts' in brown goods such our unique LED and LCD screens in full high definition, also available in 3D and NO WIRES models," adds Mr. Moody. "Those who had the chance to drop by our stands at the recent IFA trade show in Berlin will already be aware of the product launches and innovations that Haier has in store to distinguish itself from the UK competition!"


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