Milano — Haier, Chinese giant and world leader in household appliances, invests in Candy and does so by launching a new logo, new products with greater technological content and establishing its headquarters in Europe in the Vimercate and Brugherio offices, near Milan, in the old headquarters of the brand founded in 1945. Neil Tunstall, CEO of operations in England and Ireland, has also just been appointed CEO of Haier Europe. He has big plans for Italy and for Candy.
You presented the new logo and the new Candy line at Eurocucina. What is Haier’s strategy for the Italian brand?
«First of all, I would like to point out that Haier believes very much in Candy, so much so that it is investing again in research and development and communication, and is making Italy the heart of its strategy in Europe, both in terms of design and in terms of the Brugherio center for the internet of things. After having invested 350 million in capital and half a billion in communications since the acquisition, a new and important investment plan is planned.”
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Can you tell us something?
«We are investing 140 million in the new headquarters in Brugherio. It will be at the cutting edge, the innovation and patent factory of the future. In communication more than we have done so far to talk about products, features and the ecosystem of services and applications. Candy is already the leading appliance brand in Italy, with a market share of 11.6% at the end of 2023, and the very first choice of Italians for washing machines: to be a leader you must have the best washing technology, the possibility of connect to the network to reduce electricity consumption and water waste, but also be silent, because if the washing machine is turned on at night to save on the bill, it doesn’t have to be heard. We will confirm our leadership and take new market shares.”
What growth do you foresee?
«This is a sector that is experiencing a difficult moment in terms of volumes, we hope to increase market shares by offering distinctive products, with a high technological content, capable of making our customers’ lives easier. The consumer has always been at the center of Haier’s strategy, we are sure that in the homes of the future there will only be intelligent appliances. I don’t see why a consumer should buy a dumb washing machine ndr) when he can have one connected to the grid, which knows the energy costs and can save him up to four fifths of the consumption on his bill. We invest in the sustainability of materials, production processes and packaging, but we are convinced that the difference in the carbon footprint will be made by more conscious consumption oriented towards energy saving. Today we already have 7 million customers who use connected appliances that can guide sustainable uses, we are convinced that this number is destined to increase.”
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Will investments in technology and sustainability be accompanied by investments in people?
«Absolutely yes, in the last 5 years in Europe we have also doubled our employees, but now that the production sites have been built and fully operational, including the latest ones in Romania, Poland and Turkey, we will hire engineers and designers, and the Milan office serves also to attract the best local talents, who come from nearby universities, and in sectors where Italy is at the forefront”.
What is the positioning of the various brands in Italy and Europe?
«Haier is the high-end brand in the free standing sector, and has a catalog of excellence in some categories including hobs and wine cellars, Candy is leader in Italy and second place in Europe, in the quality at the right price, with a very strong presence in washing machines thanks to the Brugherio plant, Hoover on the other hand is the reference brand in England for large household appliances and in the rest of Europe for small household appliances. Each brand has its own distinctive recognizability and specificity.”