In a market where everyone chases the lowest price list, Haier Try to change strategy by focusing on content, technology and services. The offensive starts from San Siro, with an event in the temple of Milanese football and with a partner like DAZN next to the Chinese brand.
Price? Only if it brings value
In Italy the televisions are sold at the lowest average price in Europe. A condition that makes it difficult to emerge if the only lever is that of the cost because the customer chases the “basket” promotions. But for Emiliano Garofalo, Haier Italia’s country manager, is a limiting approach: “We do not start from the price, we start from the creation of value“.
The strategy He goes from a targeted selection of models, a range that technologies that challenge the high end of the market (OLED, mini LEDs) and others who look at at a more affordable price. The Dazn subscription for 12 months has been included in the price For all OLED, all mini LEDs and the majority of the QLEDs.
Football to sell TVs in Italy
Dazn is the key partner for the next two years, and the integration is profound: Haier’s goal is to project us to the Dazn offer since the ignition, and we also talk about the DAZN key included directly on the remote control, as already happens on some more recent models for Netflix or Prime Video for example, just think of the new remote control of the latest LG models:
For those who are refractory to sport that interprets the Latin saying “Panem et Circlesem” in Italy, Haier proposes Another partnership, the one with Nintendo.
Here is the other “weakness” of Italians, the gaming: ours is a country where more consoles for gaming (PlayStation, Xbox and Nintendo Switch are sold are sold are the main ones) and this is why the island of Haier in the stores, the exhibition space where you can try TV, will have both the part dedicated to football, and that gaming with the new Nintendo Switch 2.
Haier’s new TV range, OLED for quality, QLED for size
Haier does not produce panels, in the world there are very few producers and in the high range the main suppliers are LG Display and Samsung Display. The Chinese company, however, has worked on everything that revolves around the panel: Complete support HDR, Google TV as an operating system. And on the AI? Garofalo is clear: “It does not need to say that there is the IA, if then it does not really improve the experience. Better few useful things than one hundred useless”.
Descending in detail of the models, Haier enters the market with a range that covers different price ranges. At the top is the65 -inch OLED C95with a list of 2,399 euros: a model designed for those looking for the highest quality of the image, especially in high contrast content such as films and sports in HDR (also HDR10, HDR10+ and HLG) and in the quality of the blacks.
Descending the band you meet the QD-Minted M90, always 65 inch, proposed to 1,199 euros, also available in the M96, M95 and M80 versions: an interesting alternative that focuses on a more advanced backlight than the classic LEDs. M96 will arrive by the end of 2025 and will be the most scenographic one since it reaches 115 inches diagonal.
Those looking for the dimensions can focus on the 98 -inch QLED S98, a 2,999 euro “non -Maxiskem” that focuses on the immersive effect given by high thumbs. More balanced in the quality/price ratio are the 55 -inch QLED Q80 (799 euros) and the 75 -inch Qled S80 (1,199 euros), both equipped with Google TV, HDR support and HDMI 2.1 doors for gaming.
The long shade of white, Candy and the successful strategy
The reference model for Haier is what has already shown itself to be successful with its white division, that of large appliances. The company, for the uninitiated, is the owner of the Candy brand, and in recent years has grown in a very competitive market. In six years it has gone from 180 to over 400 million euros Positioning itself in the first place in the washer -drying sector, multidor refrigerators, washing and built -in appliances with the Haier, Candy and Hoover brands.
The goal, now, is to replicate this strategy in the TV world, but without playing the game of Samsung and LG. “We do not look at their odds, let’s look at our perimeter” explains Garofalo, but it is obvious that in a market that is saturated, the translation of this sentence is simple: taking shares of competitors exactly as done in the world of appliances.
A hub for the Smart Home
TV Haier is also a piece of theHon ecosystemthe platform for Haier’s Smart Home. It was a piece that was missing: over the years, Hon has allowed users to have an app to manage household appliances, but a control center was missing, a visual and interactive element in the center of the connected house.
Will he manage in the company? We will find out, because there are those who have doubts that the Smart Home can be managed by a TV since the real home automation is of a completely different caliber, but for less smalled users it can be useful.
No factories in Italy, but the promise of more work
Speaking with Haier’s country manager, it is inevitable to deal with the theme of Italian industrial assets. TO Brugherio (MB) The historical site for washing machines (Candy) remains operational, but today it is no longer a factory: it is a European hub for components, assistance and research & development services. Thus the seat grows in number of employees, even if with different tasks and skills compared to before.
In short, not even for TV there is hope of an Italian production, on the other hand it would cost too much, and this is why China is part of the lion.
However, with this attack in style in a new product category, the company provides for employment growth in our country.
