Haier is the leading brand in Home Appliances and Consumer Electronics. It is the world’s no. 1 brand in Major Appliances as per Euromonitor in the 9th consecutive year. Haier has established 15 industrial complexes, 30 overseas production factories and bases, 8 design centres and over 58,000 sales agents worldwide. In January 2004, Haier Group started its 100 per cent subsidiary, Haier Appliances (India) P. Ltd in New Delhi. It has its business spread across the major cities such as Mumbai, Bangalore, Chennai and Kolkata as well as a manufacturing facility in Pune. It is gradually gaining popularity in the Indian market.
Haier believes in the concept of ‘customers as the foundation of growth’ and aims at providing the latest technology and comfort to its customers. It has now opened a first of its kind experience store in Lajpat Nagar, New Delhi this month. This store provides access to the wide range of appliances across the categories like refrigerators, ACs, TVs and washing machines and has embraced the concept of IoT. This will let the customers experience one-stop solutions for their mundane work. Spread across 2 floors, this store brings the concept of Smart kitchen, Smart bathroom, Smart bedroom and Smart living room.
Haier continues to be at the centre of the technological revolution and with its U+ smart living operating system along with the advanced AI technology, its home appliances are synced and interconnected with each other. For example, Haier’s Smart AC adjusts the temperature according to the environment and Smart refrigerator remembers the food material and suggests healthy menu as per the customer’s health status.
On the launch, Mr. Eric Braganza, President, Haier Appliances, India said that it is a moment of great pride for them and they are excited to announce the launch of first of its kind experience store for their consumers in the national capital. Haier understands the evolving needs of the Indian consumer and thus creates smart solutions to fulfil their needs. The new store showcases Haier’s futuristic products and intelligent devices all under one roof.
In the recent past, we have seen the Chinese companies who were only focusing on the online channels of business, open up brick and mortar stores across the country. This helps the brands to let its potential customers visit, touch and experience their products. This experience generates trust among the consumers, which is extremely important from the sales perspective. OnePlus opened their first retail outlet in 5 major cities in India including, Mumbai and Pune. Likewise, Xiaomi, which was known for its online channel opened around 1000 stores all over India.
Haier was already doing business via the traditional offline channels, however, these offline stores could not offer a full user experience that the users wanted. The experience store opened by Haier in New Delhi, allows the users to personally use the appliances to know the product better.
Haier believes India to be an important market as the increasing number of consumers especially in the middle to higher income group means huge sales in the country. The business in India is very good for Haier as the sales numbers are soaring for quite some years. For them, the store is another significant milestone in their journey.