Another record year for Haier Europe

Haier has released its financial results for the 2021 fiscal year, reporting double-digit growth of 15.8 per cent against 2020, with sales revenue of RMB (Renminbi/Chinese Yuan) 227.5 billion.

The company also said that profitability increased to RMB 13.1 billion, a 47.1 per cent year-on-year growth.

Haier Europe, which is headquartered in Italy and has its UK head office in Warrington, achieved sales revenue of RMB 19.74 billion in 2021, a 20 per cent year-on-year increase. The brand said it occupies 8.1 per cent market share in home appliances, while Haier Smart Home remains “the number one brand in the world” in the large household appliances sector, confirming this position for the 13th consecutive year.

In 2021, the number of registered users on the hOn app (Haier’s own appliance control app, what it calls a “scenario-based ecosystem”) reached 4.5 million.

Haier Europe is consolidating its leadership in the field of connectivity and IoT with a new strategy. It said the robust revenue and profit margin growth were attributable to “meeting the needs of diverse user groups” with the optimisation of its multiple-brand portfolio – Candy, Hoover and Haier. It also reported that the proportion of high-end sales in Europe increased by 5 percentage points.

In 2021, the company completed the construction of two new factories in Romania and Turkey which specialise in manufacturing refrigerators and tumble dryers and are designed to shorten the go-to-market and meet customers’ demand.

“Despite all the headwinds, we remained committed to our strategy,” said Yannick Fierling, CEO of Haier Europe (pictured). “I’m proud of how we managed to achieve outstanding growth and positive results, delivering our vision to be the first consumer choice for smart home solutions. This encourages all of us at Haier Europe to strengthen even more our mission to drive the future of IoT ecosystems and connected scenarios.”