Chinese Haier wants to conquer Belgium

Chinese Haier wants to conquer Belgium

Chinese electronics brand Haier has big plans for the Belgian market: it is the largest brand in household appliances worldwide, but largely unknown in Belgium. The company hopes to change that with a focus on more expensive products.

Wide range of products

Haier currently gets 75 % of its turnover from Asia, even though it has been present in Europe for the past 10 years. "We have only pulled out the stops over the past five years", Haier Europe's CEO Yannick Fierling told RTL. The brand sells just about any type of electronics, as long as the customer has a need for it: among its collection are household appliances, smartphones, televisions and even cooled wine cellars.

 

The company wants to avoid the typical Chinese image of low prices and often lower quality: Fierling feels his appliances have to be high quality and adds he often caters towards the higher branches of the market. During the IFA congress in Berlin, the company revealed several special items, like a washing machine with two drums, able to do two loads at once.

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