Haier, the world's largest white goods brand, is one of the highlights of IFA 2010 in Berlin from 3rd - 8th September. Haier is displaying a full range of new innovative and environment friendly products tailored to the European market. Haier's commitment to offer home appliances tailored for local consumer needs around the world continues to be a winning strategy as Haier's market share and brand recognition grows fast in every region around the globe.

Haier's products showcased include the prestigious Red Dot award winning 3D refrigerator, designed in Haier's R&D facilities in Italy for the European market. Haier put the emphasis on research and development early as it understood that quality, user friendliness, and design were critical for the establishment of a global brand. A critical element to growing on the global market was to establish experienced R&D teams in various parts of the world to best meet the expectations of local consumers.

Haier's Eco Life corner at IFA presents a full range of environment friendly washing machines that can reduce electricity consumption up to 20%, save water and reduce noise up to 30%, while greatly improving the cleaning ratio. Haier pioneers in the research of the best technologies that reduce appliances design and manufacturing footprint on the environment, while reducing electricity and water bills for the consumer.

Haier's innovations showcased at IFA are not only technological. Haier's R&D centers were the first to figure out that households wanted their appliances to be part of their home's interior design. Based on this observation, Haier designed colorful appliances, such as the DW12 dish washer, available in four colors including black and red. Consumers don't need to hide their appliances anymore. Haier was at the origin of an industry revolution, setting a new aesthetic standard followed by its competitors. Haier's IFA booth is one of the most colorful, presenting appliances decorated with an artistic range of patterns and colors.

"Haier is the world's largest white goods brand according to a Euromonitor research in 2009. With continued emphasis on research, development and design, putting the consumer's needs at the origin of each new project, we believe we will retain our place as #1, increase our lead on our competitors, and grow our brand awareness and customer satisfaction. Our IFA stand gives visitors a good overview of how Haier appliances can make consumers' home, and life, better," said Ms. ZHANG Tieyan, Director of Haier Global Branding Operations.