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Haier: paving the way for customer-inspired innovation
09-15 2014

Haier: paving the way for

customer-inspired innovation


IFA 2014 - Hall 3.1 - Stand 103



"To listen, understand and interpret the needs of the customer to better satisfy them" is Haier’s overriding strategy. A strategy that manifests itself in products that are designed primarily to facilitate customers in their everyday life. To mark its presence at this year’s IFA trade show, Haier has decided to reflect on this philosophy that enabled it to move from a small collective enterprise, to becoming the number one Major Appliance brand in the world.* Relying on social networks to steer the company’s innovation strategy, Haier has been able to meet the needs of its customers with highly innovative products, which will be unveiled on its stand.


Today, Haier’s R&D department takes into account the needs of consumers as experienced in their daily lives and integrates them into the design of its products to offer complete solutions right across the spectrum: appliances: air conditioning, heating, television, tablets and smartphones.


Des besoins de la part de ses clients qui nécessitent le lancement sur le marché :


- Technical innovation: It’s a testimony to Haier’s innovative capabilities that it has a rich patent portfolio and continuously invests in R&D (4% of annual turnover)

- Service innovation: Haier has launched the first lifetime warranty in the world, valid for compressors (engines) in all new refrigerators with storage capacity of up to 792L (also on show at IFA).





Tianzun: a futuristic air conditioner controlled remotely with ease



Earlier this year Haier launched "Tianzun" an intelligent air conditioner with futuristic design. Its design is the result of an extensive social media listening and engagement operation conducted by Haier. Nearly 700,000 people participated in its design through interaction afforded by social networks.

It automatically connects to any iOS device and allows users to control the air conditioning settings remotely. This product demonstrates Haier’s commitment, to design products that allow consumers to manage their household chores with ease, directly via their smartphones.

 “Haier is envisioning a future in which all appliances become terminals connected to the Internet, via advanced technology to perform the chores of daily life with the touch of a button," said René Aubertin, CEO of Haier Europe.”


MyZone: a modular compartment ... designed for maximum flexibility



Launched in 2011, MyZone is a concept designed for different food storage requirements, which can be transformed into a refrigerator or freezer on demand, depending on the food preservation needs of the consumer.

With MyZone, Haier and its R&D team wanted users to have an additional, independent storage compartment which can be tailored to their specific needs for optimum conservation, in terms of temperature, organoleptic and nutritional quality.

With its generous 37L capacity and a temperature that can vary between -18 ° C and +5 ° C, users can store a variety of fish and meat for dinner with family or friends or ice cream for hot summer days.


Based on feedback from consumers, Haier has transformed the use of this compartment, launching a new version (My Zone 2). Specially designed to optimise the storage of fruits and vegetables, it has a moisture content which varies between 15% and 85%.

"MyZone versions 1 and 2 are practical innovations that enable health-conscious consumers to store their food and maintain its nutritional qualities in the best conditions," said Jean-Franck Badalian, General Manager Marketing for white goods at Haier Europe.




*with 9.7% retail volume share in 2013 (source: Euromonitor International Limited 2013)





For interview requests or further information, please contact our UK press team:



Joseph Chance
+ 33 (0)1 55 02 15 17


Orlaith Finnegan

+ 33 (0)1 55 02 27 97



About Haier :

The Haier Group is the world’s No. 1 Major Appliances brand with a 9.7% retail volume share in 2013 (Source: Euromonitor International Limited; retail volume sales in units based on 2013 data). With its commitment to quality and innovation, Haier brings the inspired living experience to consumers in over 100 countries worldwide. With global headquarters based in the Chinese city of Qingdao and regional headquarters in both Paris and New York to serve its clients in Europe and America, Haier has 66 trading companies, 143,330 sales outlets and 24 industrial parks with 70,000 employees worldwide. Haier both pursues excellence in innovation through its five R&D centres and ensures its products are adapted to the tastes and needs of its consumers in its various local markets. Haier specialises in technology-driven research, manufacturing and trading a large range of durable products. In Europe, these include: televisions, refrigerators, dishwashers, washing machines, consumer electronics and energy saving home solutions. Haier’s global revenue in 2013 was US$29.5 billion and profit of US$1.76 billion in 2013. Haier Electronics Group Co., Ltd. (HKG: 1169), a subsidiary of the Haier Group, is listed on the Main Board of the Stock Exchange of Hong Kong. Qingdao Haier Co. (SHA: 600690), also a Haier subsidiary, is listed on the Shanghai Stock Exchange.

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