The world's number one appliance brand, Haier, is targetting Australian contractors as part of its expansion plans for the local market in 2017.

The company has launched a product-led strategy for the Australian market which has seen high demand for Haier's High Wall Splits over the summer months.

Last year saw the introduction of the Haier Multi System called Super Match with a full range of Hi Wall, Slimline low static and medium static Ducted Systems and Cassette models. This was followed by the introduction of Smart Power, which is Haier’s new range of energy efficient cassette and medium static Ducted Units.

Early 2017 will see the release of more products to this range featuring a comprehensive range of high static Duct products.

2017 will also see the introduction of a range of Mini VRF products to be followed by a full range of Heat Pump and Heat Recovery VRF later in the year.

Fisher & Paykel general manager for commercial sales and air conditioning, Tim Kirkup, said Haier is not going into retail to dedicate resources to dealers, contractors and resellers.

"We want to know who we are dealing with and this structure allows us to do this," he said.

“A bad installation will hurt us which is why our aim is to deal directly with the installers and contractors.

"We want the people who sell our products to service our products which is why we have prioritized technical support and training.”

In mid-November the company opened its very own training academy which features 200 square metres of working Haier products.

Kirkup said training began with local contractors in Brisbane with plans afoot to rollout a lot more programs at the academy throughout 2017.

“We want contractors to understand our products first, before they install it,” he said.

“We are in a great position to talk to the market because we have a great story to tell and we want them to be a part of that story."

Kirkup said a product highlight in 2017 will be the introduction of Haier's Dawn series.

“The Dawn series is our very first R-32 product which boasts eye-catching design, WiFi, sensor movement and Aqua Nano features which activate water particles in the air to reduce the dry skin effect,” Kirkup said.

“The market is telling us that if we wish to grow we need to be able to offer a full range of product and to give customers a reason to change and support the Haier brand.

“Our aim is to build on the success of 2016 by introducing the full range of Haier products between now and the end of 2017. As product availability increases our business will grow accordingly.”




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