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Haier names Yannick Fierling new CEO of Haier Europe
03-20 2015

Haier, the world’s number one Major Appliances brand for six consecutive years*, announces the appointment of Yannick Fierling as the CEO of Haier Europe. Fierling will lead Haier Europe from the subsidiary’s operational headquarters in Paris, France.


Haier Europe guarantees locally the renowned service quality of Haier, a truly global brand with over 143,330 distributors across 100 countries. Haier is active in 30 European countries, through 8 local offices in France, Italy, Germany, Spain, the United Kingdom, Russia, the Benelux countries and Poland. From its dedicated R&D centre in Nuremberg, Germany, as well as production sites in Italy (Campodoro), Russia (Tatrstan) and China, Thailand, India (numerous sites), Haier brings tailor-made products and solutions to European consumers.

A French national, Fierling follows predecessor René Aubertin as only the second European to be responsible for the overall management of Haier Europe, the European entity of Haier Group. His appointment reinforces the commitment of Haier to becoming a major player in the European market through a localisation strategy. As a worldwide leader in home appliances, Haier aims to be within the top five European household electrical appliance manufacturers in the coming years.   

Fierling has over 18 years of international experience in the automotive and white goods industries, with strong business leadership expertise and a reputation for turning around business areas through unique product launches and optimising production capacities. He joins Haier following fifteen years at multinational home appliance manufacturer Whirlpool, where he most recently acted as General Manager of the Fabric Care business unit and Vice President of Whirlpool EMEA. During his time at Whirlpool, Fierling occupied positions of increasing responsibility in Europe and North America.


Fierling’s impressive academic resume includes two master’s degrees in engineering from institutions in North America and Europe. He obtained an MSc from the UTC Engineering School in Compiègne, France (1992 – 1994), followed by an MSc from Virginia Polytechnic Institute and State University (1993 – 1995). Most recently, Fierling was awarded a degree in Finance for Executives from the prestigious INSEAD graduate business school in France (2009).


Commented Yannick Fierling, newly-appointed CEO of Haier Europe:

“I am thrilled with the opportunity to lead Haier into the next stage of its ambitious development programme in Europe. Haier is unique in its understanding of customer needs and determination to create innovative products that simplify and improve everyday life. The company is well placed to play a major role in the European electrical appliance industry.”


Commented Hai Shan Liang, Rotating President and Executive Vice Chairman of Board of Directors,
Haier Group:

“We are delighted to welcome Yannick into his new role. His track record demonstrates the entrepreneurial, managerial and technical skills required to lead a large organisation such as Haier Europe. Yannick shares our vision of the development of the Haier brand in Europe and we are confident in his ability to deliver further success.”


Haier Group warmly thanks and deeply appreciates the efforts of René Aubertin in the last five years at the helm of the subsidiary. In that time, Haier Europe has developed significantly as a structure, building a strong distribution network on the continent. This development has permitted Haier Europe to accelerate the development of its premium products to enter the high-end market segments across many European markets.


* with a 10.2% retail volume share (source: Euromonitor International Limited, based on 2014 data)



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About Haier:

The Haier Group is the world’s No. 1 Major Appliances brand with a 10.2% retail volume share in 2014 (Source: Euromonitor International Limited; retail volume sales in units based on 2014 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 2014 was 200.7 billion RMB. 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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