HEMEROTECA
18/10/2018
With 85,000 employees and a turnover of 37.2 billion US dollars in 2017, Haier is the world’s leading household appliance brand, as the company ensures.
18.10.2108 The Chinese company group has big plans for the coming years: a brand offensive involving billions should stimulate sales in Europe. The world’s number one is using LivingKitchen 2019 as the starting point for this project. For good reason: for the German CEO Thomas Wittling, LivingKitchen is the ideal platform for meeting the central trading and association partners.
A presence with a lot of exposure: with the trade fair focus on communication and the product focus on large volume refrigeration appliances, Haier has chosen a perfect starting point for its brand offensive. The company will invest one billion Euro over four years to promote business in Europe.
This budget will flow exclusively into sales and marketing, in order to also make the brand, which to date earns around 50 percent of its turnover in Asia, more familiar here. LivingKitchen is an important building block in our strategy for our planned establishing of the brand. Here we reach the important decision makers from the trade and the associations, in order to present our step-by-step strategy for the coming yeas to them, says Thomas Wittling, CEO of Haier Deutschland GmbH, with responsibility for Germany, Austria and Switzerland. The new concept of LivingKitchen convinced us, and we are pleased that we could fill it with life.
Koelnmesse
Koelnmesse also agrees with this assessment: The world’s largest household appliance brand at the world’s largest kitchen event – that fits together perfectly, says Gerald Böse, President and Chief Executive Officer of Koelnmesse. For him it is an impressive sign when the global number 1 confirms its participation. It at the same time confirms the international position the event has earned for itself in past years. The new LivingKitchen team around Bernd Sanden made adjustments at the right places, and all signs point to a successful end spurt up to January 2019, when the gates to the new edition of LivingKitchen open.
Strengthening the event character and presenting the kitchen in all its facets – these two aims form the focus of the new concept of LivingKitchen. To this purpose, three special areas were established for the first time in 2019, which represent the themes of Design, Technology and Food Style. LivingKitchen makes a noticeable leap forward with this concept and places the focus on kitchen, cooking, living, lifestyle and future. Around 200 companies are currently expected, around 60 of them new exhibitors. The international share has also increased: 60 percent of the applications originate from abroad. That this is now being supplemented with Haier as an international heavyweight emphasises that the new LivingKitchen may become the kitchen event of the year 2019.
* For further information: www.livingkitchen-cologne.com
