João Paulo Ferreira

If a house tells a story, what stories do the walls of your kitchen tell? You can choose to tell a modern and functional one with Haier. In the perfect blend of less is more, the minimalist and elegant appearance of the appliances designed by the brand can, at first glance, draw our attention away from the pinnacle of efficiency, with a sustainable approach, that their use will ultimately reveal. On top of this, there is exclusivity, a luxury that João Paulo Ferreira, the group’s national director, prefers to call a requirement. Having been on the market podium for 14 consecutive years, find out about the Chinese giant’s journey, which is under João’s management in Portugal. The key words for this interview are innovation, quality and success.   

What is the reason for Haier’s constant position on the podium?
First of all, more than being number one, it’s being number one so many times in a row. Stature is something that gives us strength and inspiration to keep growing and, as in this case, more than the others. The brand has been fighting for its supremacy for 14 years and, with the expansion of the business across Europe, it has gained even more strength to explore new territories. With more and more consumers opting for our products, we’ve redoubled the level of attention we pay so as not to let anyone down. We are left with a feeling of mission accomplished.  

Tell us about the last year and outline the goals to be achieved.
The balance is really positive if we look at the three years in which Haier has been active in Portugal. It’s been another year of doubling turnover. More and more consumers are entering the Haier universe, which is characterised by quality, design and innovation – in other words, a distinctive consumer experience. The brand wants to continue to grow in the same way, but above all to solidify the experiences that each consumer has in the ‘smart home’ segment, enabling the creation of ecosystems of products and services in the home. At the end of this year, we are preparing to launch a new business area – small domestic appliances, which, in the footsteps of large domestic appliances, will enhance Portuguese kitchens. The group wants to be the market leader in the next five years, as well as rising to the podium in smart home solutions.  

How is luxury expressed in each of the brand’s products?
I prefer not to call it «luxury», because its meaning isn’t the same for everyone – indeed, it is subjective. What we want is to create products that make sense to the most discerning of customers, good products with features that make them practical, as well as a design that appeals to the eye. Household appliances haven’t always been particularly attractive and aspirational products, but the fact is that consumers are increasingly keen to show them off, as their virtues are worth seeing and recognising. Haier’s range of products clearly operates in a premium segment, seeking to satisfy the most demanding customer looking for a product that reflects their taste and personality. Elegance and quality are part of the brand’s distinctive product characteristics. 

If you had to name the five essential Haier products, what would they be?
As a consumer, I’d like to pick out the HB26FSNAAA fridge; the I-Pro Series 7 - HW100-B14979 washing machine; the Chef@ Home oven; the HAIH8IFMCF induction hob (with integrated extractor fan) and the I-Master Series 5 multi-beverage machine. These products will take any kitchen to the next level of excellence.

«Another year of doubling turnover»

What importance does sustainability have in consumers’ purchasing decisions?
Consumers are becoming increasingly aware of sustainability issues, but they often end up choosing less sustainable products for financial reasons. Cost is often a constraint on purchasing, but if you do the maths properly, you realise that the so-called «more expensive» items quickly become more cost-effective in everyday life. The government has the task of creating incentives for the purchase of energy-efficient items, thus helping to lower the energy bills of the Portuguese – along with other initiatives that are already underway. There are several countries that have successfully adopted measures of this nature, promoted by their governments. 

How can you recycle a household appliance at the end of its life?
There is currently a network to which businesses in the sector can contribute to ensure that household appliances are collected, either from consumers’ homes, shops or other locations, in order to make people’s lives easier and make it possible to recycle the products. A household appliance can indeed be recycled in several ways, and it’s not as straightforward as separating paper, plastic or glass. There are various elements in its composition that require specific treatment when it comes to recycling.  

How do you see the sector developing in the near future?
The market has evolved immensely and the trend is towards the growth of IoT (Internet of Things) products, which are progressively more common. They will be increasingly user-friendly, satisfying consumers in their daily use. Artificial intelligence is being used to personalise products for consumers. The domestic appliance sector is investing in interaction between products, making life and cohabitation easier for the consumer. Neutral matt colours and stainless steel are a trend in the market, as are hub products, which allow you to control various items in the home from a home automation perspective.    

What are the biggest challenges and privileges of being in charge of a brand like Haier?
It’s rewarding to work on and lead this project in our country. To have a team of 25 people, all of whom are leaders, entrepreneurs and experts in what they have to do, contributes to the company’s growth and also makes my job easier. It’s a real privilege to be able to count on them all. We’ve managed to build a magnificent team that works «miracles» every day. There are only a few of us, but we have achieved unimaginable results in Portugal. Nobody does anything alone and this is where we promote the maxim of Haier’s founder: «Every employee is a little entrepreneur within the company». Feeling like «shareholders» of the organisation is essential for daily commitment and overcoming challenges.