Haier reveals its plans to 'Change the Game' at the One Vision Conference 2026

During a 2-day event at the iconic Anfield Stadium, home to Liverpool FC, Haier presented its vision for the future and gave an exclusive first-look at its new technology.

Haier UK & Ireland brought together its key retail partners, suppliers, industry stakeholders and colleagues at Liverpool FC’s iconic Anfield Stadium for its One Vision – Changing the Game conference, unveiling its strategic direction for 2026 and beyond.

Diego Perrone, MD UK & Ireland, set out Haier’s ambition to accelerate growth, strengthen its leadership position and redefine the smart‑home ecosystem across the UK. He was joined by Neil Tunstall, CEO of Haier Europe, who outlined the company’s European roadmap and long‑term investment strategy. They were joined by senior leaders from product, marketing and operations who shared updates on innovation, category expansion and customer experience initiatives.

Perrone kicked off the day’s proceedings speaking about how Liverpool was the perfect place to talk about changing the game. He said, “Long before it became synonymous with football success, Liverpool revolutionised global trade and connection, becoming one of the first cities to truly change the game in transport, commerce and innovation,” he said.

Haier’s story is also one of huge transformation, he added. “From a domestic factory in 1984 to the world’s number one home appliance brand, our journey has been defined by reinvention, consumer‑first thinking and a relentless commitment to quality.”

“Today, our scale is extraordinary – from leadership in Asia, the US and Oceania to our growing strength across Europe and now we are fully focused on accelerating our position in the UK and Ireland.”

“Our ambition for the UK and Ireland is bold: to become consumers’ first choice for a sustainable, smart‑home ecosystem. We are targeting ambitious market share growth and a leadership position built on innovation, service excellence and long‑term investment. We are redefining what consumers can expect from home appliances; from game‑changing washing technology to next‑generation refrigeration, dishwashing and cooking solutions.”

Future Innovation

Senior leaders from Haier’s product and marketing teams showcased what the company believes is its most ambitious innovation pipeline to date. This includes game‑changing washing technology, next‑generation refrigeration, advanced dishwashing systems and expanded cooking solutions. 

“Despite the challenging conditions, Haier has doubled down," said Perrone. “In 2025 we delivered double‑digit growth, expanded our UK infrastructure, launched more than 300 new products and secured major partnerships. In 2026, we will invest even further.”

Neil Tunstall, CEO of Haier Europe echoed these sentiments by adding that the company’s philosophy is simple. “The consumer is the boss,” he said. “Zero distance means being exactly where our consumers are whether that’s Warrington, Liverpool or anywhere across Europe. We may be the biggest home appliance company in the world, but scale alone isn’t enough, it gives us a responsibility to lead, to innovate and to create real value for consumers and partners.”

The conference attendees got to experience an immersive experience of all the products across different categories including the new Horizon Cooling Collection, the Multiwash washing machine with 3 drums and the ID Series Cooking range that brings Bionicook technology that cooks to your liking.

“Even in an unpredictable world, one thing is certain: Haier will continue to invest in Europe. Since acquiring Candy in 2019, we’ve invested around €2 billion and we’re just getting started. We are on a clear journey to become number one in Europe and number one in the UK & Ireland, and we know we must earn that by delivering innovation consumers genuinely want. The only way to win is through innovation that creates value, not through price wars. Multi‑door refrigeration changed the game, and now multi‑drum washing will do the same.”

A Unified Mission to 'Change the Game' 

“As the world’s largest appliance manufacturer, we have a duty to reduce our impact. By 2030, we will cut our Scope 1 and 2 emissions by 50% and reduce the impact of product use Scope 3 by 40%," added Neil Tunstall. “Our formula for success is simple: great products, strong brands and exceptional people. When we create value for our partners, we create value for ourselves.”

Closing the event, Haier leaders reaffirmed the company’s mission for 2026: to deliver strong double-digit growth year‑on‑year growth and accelerate towards becoming the number‑one home appliance brand in the UK and Ireland. 

The conference also celebrated Haier’s brand presence, including its high‑impact partnership with Liverpool FC, which generated more than six million social impressions within 24 hours of launch. Special guest and Liverpool legend Robbie Fowler was the sporting highlight and spoke about his career highlights, and what Liverpool means to him.