IFA International spoke with new Haier Europe CEO Neil Tunstall, who maintains that the company’s philosophy of “zero distance” fits with his own, personal approach to doing business

While Neil Tunstall is new to his current position, he brings plenty of experience to the table having gotten his start, at just 18, in a local home appliance company in his native UK.

You were appointed CEO of Haier Europe earlier this year. How does it feel?
I only joined Haier 12 months ago, as the UK managing director, and in fact, my first week coincided with IFA last year. So it’s been a very, very interesting year for me, joining in the UK then entering the selection process for the new CEO. I was quite humbled but obviously very pleased to have the opportunity to come through that. 

The good news is I’ve been in the industry quite a long time, so it wasn’t my first introduction to home appliances. I started when I was 18 years old, so I’ve been in the industry for a long, long time. Haier is only 40 years old, which means that I’ve been in the business almost as long as the company. And in those 40 years it has grown into the world’s top home appliances company by following a pretty unique philosophy of zero distance and empowering people.

I’m delighted to to be at Haier. I feel really at home here, and the spirit of the company suits my personality. It suits the way I like to think about empowering people and not getting too bureaucratic.

The leading goal we set for ourselves is to be the consumer’s first choice for a smart home ecosystem.

What are some of the main innovations visitors can experience on Haier’s stand at IFA this year?
The leading goal we set for ourselves is to be the consumer’s first choice for a smart home ecosystem. The thing that we are embracing at the moment, and fits bang on with everything that is happening at IFA this year, is the link between the Internet of Things and sustainability and new energy. So we are a new-energy company as well as a home appliance company.

What can you tell us about the rebranding of Candy, with a new identity, logo and product range?
Candy is a historic Italian brand, born in Milan, and extremely well known. We want to keep that Italian heritage. We see that as a huge asset, but we want to bring to Candy the technology and innovation that we have as a global company. We want to keep the reassuring Italian style of the Candy brand but move it to the next level in terms of significantly investing in its product range and functionality, improving its performance level. 

In Italy we basically have a two-brand strategy. Candy will provide the local brand, in the value and the mid-range segment of the market, and Haier will be a premium brand. Over the next 12 months, we will be investing a lot in Candy ranges to step up the positioning and quality of the product, along with the aesthetic, while using Italian design so that we keep the spirit of the brand.

What role does Hoover play in Haier Europe’s strategy?
In the UK, Hoover is a bit like Candy in Italy: extremely well known. It plays the role that Candy plays on the other markets but in the UK, as well as on one or two other markets like Turkey. We will use Hoover as the brand in the middle of the market and Haier on top.

We are launching a new Hoover brand for the first time at IFA this year. We’ve kept some of the elements to ensure that it is still recognisable to consumers familiar with the brand, but it’s much more modern in terms of its visual expression and visual identity aesthetics.

Haier Europe is also presenting the new Haier X Series 11. What can you tell us about this range and its innovative technology?
This is our hero product and it’s starting to use artificial intelligence. Artificial intelligence is one of those buzzwords that’s out there. It’s not about replacing human intelligence, but appliances becoming more intelligent. It doesn’t think for itself, but it’s getting better. So it will recognise what clothes are put in and adapt the wash cycle to give the right performance. Whether that’s in a dryer or in a washing machine, they’ll talk to each other. It’s the most premium product that we’ve ever launched.

---

The journey to becoming an industry leader

Under the neon glow of his company’s sleek, futuristic exhibition space, Haier Europe CEO Neil Tunstall took centre stage on Thursday in a press conference on the eve of IFA Berlin 2024’s grand opening.

He had plenty to say about the various products that Haier Europe and its affiliated Candy and Hoover brands are showcasing at this year’s event, but first, he took a moment to reflect on his company’s past and, even more importantly, its future.

“From a provincial refrigeration company, Haier grew, in just 40 years, to what it is today, an industry leader”, Mr Tunstall said.

With a 17% marketshare, Haier has been the leading choice for home appliance consumers for eight years in a row, he explained. “But we never take for granted for a second that the consumer will choose our product”, Mr Tunstall added. “We have to earn that right everyday”.

The company boasts its fair share of accolades, but none make the Haier Europe CEO prouder, he told his audience, than being the first Asian company awarded a Terra Carta Seal, given to global companies with a demonstrated commitment to sustainability.

Haier’s goal is to push the sustainability bar higher and higher, with science-based targets. “We are committed to being a custodian of the planet”, Mr Tunstall declared.

Hall 3.1 / Stand 101

---

Keynote
IoT & Sustainability – the alliance for a sustainable and smart home
7th Sept.
10:15am / Innovation Stage, CityCube