Haier is relatively unknown in the UK. It is one of the largest white goods manufacturers in the world but it does not list the UK as an existing market on the company website.
Nevertheless, the company has set itself a target of being a major white goods companies in the UK and Europe, and aims to achieve this by design, energy efficiency and "providing innovative and meaningful lifestyle solutions for UK households".
Haier Europe has promoted Duan Wei to market director Haier UK & Ireland, and hired Jeff Moody as its new sales and marketing director.
Moody has more than 25 years experience in the UK white goods market, having previously been managing director of white goods wholesaler BDC. He worked for 24 years at that company’s predecessor Bridisco, which entered administration in 2008.
Moody said the company would focus first on refrigeration, laundry, dishwashers and cooking.
"We will look to roll out quality, flagship Haier designs in the coming months, including the award-winning 3D fridge range, alongside technology firsts in brown goods such our unique LED and LCD screens in full high definition, also available in 3D and no wires models," he said.
Haier does have one model to follow, he last major Asian entrant to the UK market, Beko, brand name for Turkish conglomerate Arçelik, in 1991.
According to Mintel, Beko is now the second-largest player in the UK fridges and freezers market with a 19% share in 2009. Beko is also second in the laundry market with a 12% share, and third in cooking with a 15% share.
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