Haier

The study examines purchasing behavior for white goods in European markets, particularly in Germany. The aim was to position Haier as a leading manufacturer in the premium segment, increase brand awareness in Europe, and tap into new customer segments in a targeted manner. It is based on a comprehensive analysis of demographic, milieu-specific, and age-related factors in conjunction with a projection of the age pyramid in order to assess future purchasing power potential.

The focus is on a strategic approach that combines technological platform integration with a brand-appropriate European design language. Universal design was deliberately incorporated to maximize acceptance across all age groups and lifestyles. In addition, scientific sources (including Fraunhofer, Sinus Institute, Stiftung Warentest) were consulted to gain insights into user perception, ergonomics, gender aspects, and household organization.

The result is a robust design and market briefing for Haier that provides concrete recommendations for product design, operating logic, and branding. The study shows how Haier's global platform strategy can be combined with European market requirements in a cost-optimized manner, thus forming a solid foundation for future product generations and marketing measures.