[2024.11.21] Brand ambassador contract was signed with Yuzuru Hanyu for both "Haier" and "AQUA"

[yuzurujenn]

*machine translation, inaccuracies exist*

 

 

2024.11.21

 

Source: https://www.newsweekjapan.jp/press-release/2024/11/post-9869.php

Archived: https://web.archive.org/web/20241120201643/https://www.newsweekjapan.jp/press-release/2024/11/post-9869.php

 

 

~ Continuing to Carve the Glory of "World's Best" ~ Professional Figure Skater Yuzuru Hanyu Becomes Brand Ambassador for Both Haier and Aqua!

 

Haier Japan (CEO Du Jingguo) announced that on November 21 (Thursday), a brand ambassador contract was signed with professional figure skater Yuzuru Hanyu for both the "Haier" (hereinafter, Haier) and "AQUA" (hereinafter, Aqua) brands.

 

Spoiler

Haier Japan, as part of the global company Haier, which has held the No.1 global market share in major home appliances for 15 consecutive years*, is implementing a "dual brand strategy" for both Haier and Aqua in Japan. By leveraging global resources, Haier delivers new surprises and discoveries to Japanese lives, while Aqua proposes a richer and healthier lifestyle through high technology honed in Japan, utilizing unique ideas. Both brands continue to grow steadily in the Japanese market through their respective challenges.

 

Haier Japan's management philosophy is "Even if we conquer the summit in front of us, we aim for the next summit." Yuzuru Hanyu, having achieved numerous successes, continues to aim higher and pursue challenges as a professional figure skater. We strongly resonate with his ambition, which aligns with Haier's philosophy, and have decided to appoint him as the brand ambassador for both Haier and Aqua.

 

The key visuals for Haier Japan use the keyword "Surpass Yourself," declaring a new challenge that does not settle for being No.1 in global major appliances. Aqua's key visuals, under the theme of "Innovation," convey a continuous challenge to create new added value through multifunctionality and high design, while providing value that brings happiness to both today and tomorrow. Both visuals powerfully and gracefully express the messages of Haier and Aqua through Yuzuru Hanyu's unique worldview.

 

Plans for the collaboration with Yuzuru Hanyu include TV commercials, official social media posts for Haier and Aqua, in-store campaigns at home appliance retail stores, and more.

 

Haier Japan Website Ambassador Special Page: https://haier.co.jp/branding/ambassador/ (Note: The information on the special page is expected to be published around 9 AM on November 21, 2024.)

 

*According to the "Global Major Appliances 2023 Brand Rankings" by Euromonitor International, Haier has been certified as No.1 in global sales volume market share for major appliances for 15 consecutive years in 2023.

 

 

[Yuzuru Hanyu's Comment on Becoming the Haier and Aqua Brand Ambassador]

I am Yuzuru Hanyu, and I have been appointed as the brand ambassador for Haier and Aqua.

 

I heard that both Haier and Aqua brand their products with the spirit of "challenge." Even after overcoming big mountains, they don't settle for the status quo, and aim for the next peak—this is a corporate attitude that aligns with my own belief as an athlete. I also value continuously "challenging" myself to surpass my limits. Going forward, I will work with Haier and Aqua, striving together to bring various "challenges" to everyone! Please look forward to it!

 

 

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Ambassador Profile

Yuzuru Hanyu
Born in 1994 / From Miyagi Prefecture
He started skating at the age of 4. In the 2009-10 season, he became the youngest-ever (14 years old) to win the overall title at the JGP Final and became the World Junior Champion. In the 2011-12 season, he won the bronze medal in his first appearance at the World Championships. In the 2013-14 season, he won his first Grand Prix Final, and in the 2016-17 season, he achieved an unprecedented four consecutive wins. In the 2015-16 season, he won his fourth consecutive Japanese National Championship, and in the 2020-21 season, he won his fifth title.
He won consecutive gold medals at the Sochi and Pyeongchang Olympics.
In July 2022, he transitioned to a professional figure skater.

---

About Haier Group

Haier Group was founded in 1984 in Qingdao, Shandong Province, China. As a leading company, it responds to the ever-changing digital landscape and proposes a rich lifestyle for users. Haier has achieved the No.1 global market share in major home appliances for 15 consecutive years*. Always focused on the user, Haier has expanded into smart homes, healthcare, and IoT industries through its unique technology.
With a global network covering over 200 countries and regions, including China, Southeast Asia, the US, European countries, and Japan, Haier operates more than 10 R&D centers, 143 factories, and 126 marketing centers. Going forward, Haier will continue to provide new technologies and solutions through devices and services, creating value tailored to the cultures, lifestyles, and needs of each country to support users' enriched lives.

Haier Japan Website: https://haier.co.jp/
*According to the "Global Major Appliances 2023 Brand Rankings" by Euromonitor International, Haier has been ranked No.1 in global sales volume market share for major appliances for 15 consecutive years in 2023.

---

About Haier Japan Sales Co., Ltd.

Haier Japan Sales Co., Ltd. was established in January 2002 as the sales company for Haier brand products in Japan, a part of the Haier Group (headquartered in Qingdao, Shandong Province, China). The company is responsible for the planning, sales, and support of home appliances in the Japanese market.

Haier Japan Sales Official Website: https://www.haier.com/jp/
(Information about Yuzuru Hanyu's appointment as the brand ambassador will be released on this website at approximately 11 AM on November 21, 2024.)

---

About Aqua Corporation

Aqua Corporation was established in January 2012, inheriting part of Sanyo Electric's business. As the Japanese subsidiary of the Haier Group, Aqua is responsible for the planning, development, and sales of AQUA brand products and services, including commercial washing machines, household washing machines, refrigerators, vacuum cleaners, and more.

Aqua Official Website: https://aqua-has.com/
(Information regarding Yuzuru Hanyu's appointment as brand ambassador will be released on this website at approximately 11 AM on November 21, 2024.)

---

About Haier Asia R&D Corporation

Haier Asia R&D Corporation is responsible for the planning, design, development, and engineering of products under the two sales brands (AQUA/Haier) for the Japanese market. Guided by the founding spirit of relentless pursuit of quality, the company is dedicated to developing products that enrich and enhance people's lives, making them more enjoyable.

 

[yuzurujenn]

*machine translation, inaccuracies exist*

 

 

2024.12.17

 

Source: https://www.atpress.ne.jp/news/420663

Archived: https://web.archive.org/web/20241217210906/https://www.atpress.ne.jp/news/420663

 

 

Haier Aqua to launch new TV commercial to mark the start of its "third founding" - Professional figure skater Yuzuru Hanyu makes his first appearance, saying, "I want to take on the world's best brand with the world's best performance," and shows off a quadruple toe loop

 

Haier "Myself vs. Myself" & Aqua "Never-ending Challenge" Broadcasting starts on Tuesday, December 24, 2024

 

Spoiler

Haier Japan (CEO: Du Jingguo) will begin airing two TV commercials featuring professional figure skater Yuzuru Hanyu, who is the brand ambassador for both the "Haier" and "AQUA" brands. The commercials are Haier's "Self VS Self" and AQUA's "Endless Challenge" and will start broadcasting on December 24, 2024 (Tuesday).

 

Haier Japan, as part of the global Haier Group, which has held the No. 1 global market share in major home appliances for 15 consecutive years*, is implementing a "dual-brand strategy" for Haier and AQUA in the Japanese market. This new TV commercial campaign is being aired to mark Haier Japan's "Third Founding"** in the Japanese market. In Haier's new TV commercial, "Self VS Self," Yuzuru Hanyu, dressed in a blue outfit, delivers a powerful performance that surpasses his past self, symbolizing Haier's commitment to bringing new surprises and discoveries to the lives of Japanese people by leveraging global resources.

 

In AQUA's "Endless Challenge" commercial, Hanyu, in a white costume, performs gracefully, representing AQUA's unique ideas and advanced technologies developed in Japan, proposing a richer and healthier lifestyle. Together, these commercials, featuring contrasting stages of Hanyu's performances, declare the brands' new challenge of the dual-brand strategy.

 

Hanyu commented, "I want to challenge myself with the best performance for the best brand in the world," and showcased a quadruple toe loop. With Hanyu's narration, which includes the brand slogans of Haier and AQUA, "Surpass Yourself" and "Innovation," watch as he gracefully skates and dances on the ice, as well as his serious expressions during preparation, reflecting his continued challenge even after achieving success as a top athlete.

 

 

*EuroMonitor International's "Global Major Appliances 2023 Brand Rankings" recognized Haier as the No. 1 global brand in major home appliances for 15 consecutive years in terms of sales volume share in 2023.

**The "Third Founding" refers to Haier Japan's declaration of transforming into an "ecosystem brand" by collaborating with multiple partner companies in an organic, interconnected way for mutual growth. The company announces a new branding strategy for this transformation. Haier's entry into the Japanese market in 2002 is referred to as the "First Founding," and the debut of the AQUA brand in 2012 is considered the "Second Founding."

 

[TVCM Overview/Storyboard]

Title: Haier "Me vs. Me" / Aqua "Never-ending Challenge"

Cast: Yuzuru Hanyu

URL: Haier Japan website ambassador special page

https://haier.co.jp/branding/ambassador/

Haier official website

https://www.haier.com/jp/

Aqua Official Website

https://aqua-has.com/

TV commercial broadcast start date: Tuesday, December 24, 2024

Broadcast area: Kanto, Kansai, Miyagi

 

 

[Behind the Scenes of the CM Shoot]

During the shoot, Yuzuru Hanyu meticulously checked the fit of his costume for the commercial while focusing all his energy to deliver a perfect performance. He empathizes with the philosophy of Haier and AQUA, brands that continue to challenge the world’s best, and, inspired by this, he decided to showcase a quadruple toe loop, a high-difficulty jump that was not originally planned. Hanyu insisted on retaking the performance until he was satisfied, embodying the same spirit as Haier and AQUA—continuing to aim for the top of the world even after achieving success. His serious expressions, reflecting his relentless pursuit of excellence, are captured in the TV commercial, making it a must-see.

 

[Performer Profile]

Yuzuru Hanyu

Born in 1994 / Miyagi Prefecture

Yuzuru Hanyu began skating at the age of 4. In the 2009-10 season, he became the youngest-ever (14 years old) champion at the JGP Final and won the World Junior Championships. In the 2011-12 season, he earned a bronze medal in his first appearance at the World Championships. In the 2013-14 season, he won his first Grand Prix Final, and in the 2016-17 season, he made history by achieving four consecutive wins. He also won four consecutive titles at the Japanese National Championships from 2015 to 2016, and secured his fifth victory in the 2020-21 season. He won gold medals at both the Sochi and Pyeongchang Olympics, becoming the first male figure skater to win back-to-back Olympic golds. In July 2022, he transitioned to a professional figure skater.

 

[Staff list]

Agency

CD Takeshi Kawamura Hakuhodo Inc.

AD Atsushi Takegami Hakuhodo Inc.

CP Hiroko Mishima Hakuhodo Inc.

PL Wang Yijia Hakuhodo Inc.

PR Masato Hashimoto Hakuhodo Inc.

PR Ayaka Nagaoka Hakuhodo Inc.

 

Production

Producer: Yoshihito Kubota, Air Co., Ltd.

PM Yukihiro Yamamoto Air Co., Ltd.

Dir Ichiro Tanida John and Jane Doe

Cam Kazunari Tajima Mild

Li Hiroyuki Furuo Freelance

Art by Takashi Sasaki GLASSLOFT

CG Yoshifumi Sadahara MARK

 

Staff

Stylist Minako Orihara Mi-knot

Hair and makeup by Tomomi Kakizaki Cap

Offline Yuji Minami Digital Garden

Online Mamoru Shiraishi Freelance

MA Marui Tsuneo Omnibus Japan

Music Toru Sasaki Handsome Tracks

 

About Haier Group

　Haier Group was founded in China (Qingdao, Shandong Province) in 1984. It is a leading company that responds to the ever-changing digitalization and proposes richer lifestyles to its users. Haier has been ranked No. 1* in global sales volume among large home appliance brands for 15 consecutive years. Always putting the user at the center, the company is expanding into the fields of smart homes, the healthcare industry, and IoT with its unique science and technology.

　We operate a global network of more than 10 R&D centers, 143 factories, and 126 marketing centers in over 200 countries and regions, including China, Southeast Asia, the United States, Europe, and Japan. We will continue to provide new technologies and solutions through devices and services that utilize resources from around the world, create value that matches the culture, lifestyle, and needs of each country, and support the enrichment of our users' lives.

Haier Japan website: https://haier.co.jp/ 

* In Euromonitor International's "Global Major Appliances 2023 Brand Ranking," the company was recognized as the world's No. 1 large home appliance brand in terms of global sales volume share in 2023 for the 15th consecutive year.

 

About Haier Japan Sales Co., Ltd.

　Haier Japan Sales Co., Ltd. was established in January 2002 as a sales company for Haier brand products in Japan for the Haier Group (headquarters: Qingdao, Shandong Province, China). The company plans, sells, and supports home appliances in the Japanese market.

Haier Japan Sales official website: https://www.haier.com/jp/

 

[About Aqua Co., Ltd.]

　AQUA Co., Ltd. was established in January 2012, taking over part of the business of SANYO Electric Co., Ltd. As the Japanese subsidiary of the Haier Group, it plans, develops, and sells AQUA brand products and services, including commercial and home washing machines, refrigerators, and vacuum cleaners.

Aqua official website : https://aqua-has.com/ 

 

About Haier Asia R&D Co., Ltd.

　Haier Asia R&D Co., Ltd. is responsible for the planning, design, development and engineering of products for two sales brands (AQUA/Haier) in the Japanese market, and is committed to developing products that will make people's lives richer and more enjoyable, based on the company's founding spirit of relentless pursuit of quality.

 

[yuzurujenn]

*machine translation, inaccuracies exist*

 

 

2024.12.17

 

Source: https://the-ans.jp/news/489230/

Archived: https://web.archive.org/web/20241217075338/https://the-ans.jp/news/489230/

 

 

Yuzuru Hanyu performs an unplanned quadruple toe loop. New commercial sees cheers of joy: "The costume is the best" and "The pure white prince"

 

Haier Japan Region announced on the 17th that a new TV commercial featuring professional figure skater Yuzuru Hanyu will begin airing on December 24th. Hanyu celebrated his 30th birthday on the 7th of this month. He performed a quadruple toe loop, saying, "I want to give the world's best performance for the world's best brand."

 

Spoiler

New commercials for "Haier" and "Aqua" to air from December 14th

 

Haier Japan Region announced on the 17th that a new TV commercial featuring professional figure skater Yuzuru Hanyu will begin airing on December 24th. Hanyu celebrated his 30th birthday on the 7th of this month. He performed a quadruple toe loop, saying, "I want to give the world's best performance for the world's best brand."

 

Haier Japan, as part of the global company Haier, which has held the No. 1 global market share in major home appliances for 15 consecutive years (*), is implementing a "dual-brand strategy" in Japan with the brands "Haier" and "AQUA." Both brands continue to experience steady growth in the Japanese market through their respective challenges. As the brand ambassador, Yuzuru Hanyu will appear in two versions of the commercial: Haier's "Self VS Self" and AQUA's "Endless Challenge."

 

In the "Self VS Self" version, Yuzuru Hanyu, dressed in a blue outfit, performs a powerful routine that surpasses his past self, representing Haier's commitment to delivering new surprises and discoveries to the lives of the Japanese people through global resources. In the "Endless Challenge" version for AQUA, Hanyu performs gracefully in a white outfit, expressing AQUA's dedication to proposing a richer and healthier lifestyle with unique ideas and high-level technology developed in Japan.

 

Together, with the contrasting performances by Hanyu in both commercials, the new challenge of the dual-brand strategy is declared. Accompanied by narration from Hanyu featuring the Haier and AQUA brand slogans "Surpass Yourself" and "Innovation," the commercials highlight his elegant skating and performance on the ice, along with his serious expressions during preparation, showcasing Hanyu's continued challenges despite his past successes as a top athlete.

 

During the shoot, Hanyu focused on ensuring the perfect fit of his costume while sharpening his concentration to deliver a flawless performance. He performed a quadruple toeloop, a difficult jump that had not been planned, because he shared Haier and Aqua's brand philosophy to keep challenging to be the best in the world, and he wanted to challenge the world's best jumps himself. He reportedly retook the performance until he was satisfied. On X (formerly Twitter), the commercial has already received reactions such as "So cool!", "The white costume looks amazing!", and "A pure white prince!"

 

 

(*) According to the "Global Major Appliances 2023 Brand Rankings" by Euromonitor International, Haier has been recognized as the global No. 1 brand in major home appliances for 15 consecutive years in terms of worldwide sales volume share in 2023.

 

[yuzurujenn]

*machine translation, inaccuracies exist*

 

 

2024.12.17

 

Source: https://hochi.news/articles/20241217-OHT1T51047.html?page=1

Archived: https://web.archive.org/web/20241217133850/https://hochi.news/articles/20241217-OHT1T51047.html?page=1

 

 

Yuzuru Hanyu: "Everyone is taking on new challenges in their daily lives"... Appears on video at home appliance brand launch event

 

On the 17th, figure skater Yuzuru Hanyu made a video appearance at the "Haier Group Global Strategy and Haier Japan Market Branding Announcement" event held in Tokyo.

 

Spoiler

When Du Jingguo, Vice President of Haier, said, "I am moved by Hanyu's attitude of continuing to challenge himself without being satisfied, even after conquering the Olympics," Hanyu smiled happily and responded, "Thank you. It's truly an honor," before continuing.

 

"I don't think I'm particularly special. I believe that everyone is challenging something in their lives. It might be something big or small, visible or not, or something that gets reported in the news. I think that’s the only difference, and I’ve been thinking lately that this is what living is all about."

 

Hanyu was appointed as the brand ambassador for "Haier" and "AQUA" in November. Despite his numerous successes, his ongoing pursuit of greater heights aligns with Haier's corporate philosophy, which led to his selection. "Since I was given this opportunity, I’ve had many chances to look at Haier and AQUA products, and I was impressed by their high level of design. Each product has an unforgettable design. The eco-friendly features and energy efficiency also made me feel a strong connection as an athlete," he shared.

 

On this day, the new commercials were announced, and television broadcasts will begin on the 24th. In Haier's "Self VS Self" commercial, Hanyu wears a blue outfit and delivers a powerful performance, while in AQUA's "Never-ending Challenge" commercial, he dons a white costume and displays a graceful glide.

 

 

 

Source: https://hochi.news/articles/20241217-OHT1T51050.html?page=1

Archived: https://web.archive.org/web/20241217133931/https://hochi.news/articles/20241217-OHT1T51050.html?page=1

 

 

Yuzuru Hanyu performs quadruple toe loop in new commercial... to be aired from the 24th "Blue Hanyu" and "White Hanyu"

 

On the 17th, the home appliance brand Haier Japan Region announced a new commercial featuring Yuzuru Hanyu, a professional figure skater who is the brand ambassador for "Haier" and "AQUA". It will begin airing on television on the 24th.

 

Spoiler

In Haier's "Self VS Self" commercial, Yuzuru Hanyu wears a blue outfit and delivers a powerful performance, while in AQUA's "Endless Challenge" commercial, he dons a white costume and showcases a graceful glide.

 

In the "Self VS Self" version, Hanyu performs a quadruple toe loop, a move not originally planned, fully expressing his commitment to the performance during the shoot. He focused intensely, checking the fit of his costume and perfecting his execution, retaking the skating scenes until he was satisfied.

 

Hanyu appeared via video at the "Haier Group Global Strategy and Haier Japan Market Branding Announcement" event in Tokyo, where he shared his thoughts on the filming of the two new commercials.

 

In Haier's "Self VS Self" commercial, which features the key message "Surpass Yourself," Hanyu said, "I focused on expressing the challenge to my past self, as well as strength and speed. I repeatedly attempted the quadruple jump, and tried to express the power that I can only showcase on the ice, as well as the strong will to challenge, which only comes from truly giving my all."

 

In AQUA's "Endless Challenge" commercial, with the key message "Innovation," he commented, "I tried to express the kindness that can only come from something strong. I worked hard to express something that would warm the hearts of viewers and make them realize that their lives could become truly richer."

 

[yuzurujenn]

*machine translation, inaccuracies exist*

 

 

2024.12.17

 

Source: https://www.daily.co.jp/general/2024/12/17/0018454484.shtml

Archived: https://web.archive.org/web/20241220115515/https://www.daily.co.jp/general/2024/12/17/0018454484.shtml

 

 

Yuzuru Hanyu appears in Haier's new commercial! He reveals behind-the-scenes stories: "He tried quadruple jumps over and over again..."

 

On the 17th, home appliance brand Haier released a new commercial featuring Yuzuru Hanyu (30), a professional figure skater and gold medalist in the men's figure skating event at the 2014 Sochi and 2018 Pyeongchang Olympic Games.

 

Spoiler

Haier's "Myself vs Myself" and Aqua's "Never-ending Challenge" TV commercials will begin airing on December 24th. In the "Myself vs Myself" version, Hanyu, clad in a blue outfit, performs a powerful routine that surpasses his past self, representing Haier, which utilizes global resources to bring new surprises and discoveries to the lives of people in Japan. In the "Never-ending Challenge" version, he performs a graceful routine in a white outfit, representing Aqua, which proposes a richer and healthier lifestyle by leveraging unique ideas and advanced technology cultivated in Japan.

 

At the press conference, a special video of a conversation with Du Jingguo, vice president of the Haier Group, was also released. Hanyu revealed behind-the-scenes details, saying, "At Haier, the key message is 'Surpass yourself,' so I tried to express the challenge to my past self who had achieved number one, as well as the strength and speed. In particular, I tried my best to express the strength that I can only show on the ice, such as attempting quadruple jumps over and over again, and the strong will to challenge that comes from taking on a challenge seriously."

 

[yuzurujenn]

*machine translation, inaccuracies exist*

 

 

2024.12.17

 

Source: https://news.3rd-in.co.jp/article/8043aedc-bc1c-11ef-aaa2-9ca3ba083d71#gsc.tab=0

Archived: https://web.archive.org/web/20241218042518/https://news.3rd-in.co.jp/article/8043aedc-bc1c-11ef-aaa2-9ca3ba083d71#gsc.tab=0

 

 

Yuzuru Hanyu takes on a new challenge! A new stage in the new Haier Aqua commercial

 

Yuzuru Hanyu takes on the challenge in a spectacular new commercial

Haier Aqua will begin airing a special TV commercial to mark a new beginning on December 24, 2024. The commercial features world-famous figure skater Yuzuru Hanyu for the first time, and his brilliant performance has attracted attention.

 

Spoiler

A New Challenge: "The Third Founding"

This project is based on Haier Japan's "Third Founding" initiative. It is an ambitious effort to further evolve the brand strategy by collaborating with various partner companies to drive growth. Haier, a company that has held the No. 1 global market share in major home appliances for 15 consecutive years, will showcase its new vision through this commercial.

 

The Content of the Commercial and Hanyu's Passion

In the TV commercial "Self VS Self," Yuzuru Hanyu wears a blue outfit and delivers a powerful performance that surpasses his past self. His attitude of challenging his own limits represents Haier's aim to bring "new surprises and discoveries." In AQUA's "Endless Challenge" commercial, Hanyu, dressed in white, delivers a graceful performance that leaves a lasting impression. Hanyu expressed his strong determination during the shoot, stating, "I want to challenge the world’s best performance for the world’s best brand." His quadruple toe loop performance symbolizes a new challenge, sure to surprise viewers.

 

Brand Slogan and Message

Throughout the commercials, Haier and AQUA’s brand slogans, "Surpass Yourself," are repeated, accompanied by Hanyu's narration, delivering a powerful message to the audience. As a top athlete who has achieved great success, Hanyu’s constant drive for challenge will inspire many. His behind-the-scenes moments and serious expressions are also highlights.

 

The charm of Yuzuru Hanyu

Yuzuru Hanyu, born in 1994 in Miyagi Prefecture, began skating at the age of four. He has won numerous titles, becoming the youngest in history to achieve them, and has won gold medals at the Sochi and Pyeongchang Olympics. In 2022, he began a new career as a professional and continues to prove his incredible skill.

 

Overview of Haier and AQUA

Haier Group was established in China in 1984 and has introduced products that respond to global digitalization trends. Rather than focusing solely on selling isolated products, Haier aims to enrich people's entire lifestyles. This approach has allowed Haier to expand its range of products for both home and business use in the Japanese market.

 

Through the "dual-brand strategy" utilizing both Haier and AQUA brands, they aim to offer new value to Japanese consumers. With the release of the new commercials in 2024, more people will be able to experience the charm of these brands. Haier and AQUA continue to develop products tailored to regional needs while exploring new areas. Their ongoing challenges, alongside Yuzuru Hanyu, will inspire and move many. Expectations for their new endeavors are high.

 

 

[yuzurujenn]

*machine translation, inaccuracies exist*

 

 

2024.12.17

 

Source: https://www.newsweekjapan.jp/press-release/2024/12/tvcm4.php

Archived: https://web.archive.org/web/20241217133617/https://www.newsweekjapan.jp/press-release/2024/12/tvcm4.php

 

 

Marking the start of its "third founding," Haier Aqua airs new TV commercial. Professional figure skater Yuzuru Hanyu makes his debut, saying, "I want to take on the world's best brand with the world's best performance," showing off a quadruple toe loop

 

Haier Japan (CEO Du Jingguo) will begin airing the TV commercials "Haier vs. Me" and "AQUA" featuring professional figure skater Yuzuru Hanyu, who is the brand ambassador for both "Haier" and "AQUA," on Tuesday, December 24, 2024.

 

Spoiler

Haier Japan, as part of the global company Haier Group, which has maintained the No. 1 global market share in major home appliances for 15 consecutive years*, is deploying a "dual-brand strategy" in the Japanese market with both Haier and AQUA brands. The new TV commercial is airing in conjunction with Haier Japan's "Third Founding" in the Japanese market**.

 

In Haier's new TVC, "Self VS Self," Yuzuru Hanyu, dressed in a blue outfit, delivers a powerful performance that surpasses his past self, representing Haier's commitment to delivering new surprises and discoveries to the lives of people in Japan, leveraging global resources.

 

Meanwhile, in AQUA's "Endless Challenge" commercial, Hanyu, in a white outfit, showcases a graceful performance, embodying AQUA's proposal of a richer and healthier lifestyle with unique ideas and high technology developed in Japan. Both TVCs feature contrasting performances by Hanyu, declaring a new challenge for the dual brand strategy.

 

Hanyu commented, "I want to challenge the world's best performance for the world's best brand," as he demonstrated a quadruple toe loop. With Hanyu's narration of Haier and AQUA's brand slogans "Surpass Yourself" and "Innovation," the commercial beautifully captures his graceful movements on the ice, his focused expression during preparation, and his ongoing challenge to push beyond success as a top athlete.

 

*EuroMonitor International's "Global Major Appliances 2023 Brand Ranking" recognized Haier for maintaining the No. 1 global market share in major home appliances for 15 consecutive years in 2023.

**"The Third Founding" refers to Haier's declaration to transform into an "ecosystem brand," organically growing in collaboration with multiple partner companies. This marks a new branding strategy, with Haier's market entry in Japan in 2002 as the "First Founding" and the launch of the AQUA brand in 2012 as the "Second Founding."

 

 

[TVCM Overview/Storyboard]
Title: Haier "Me vs. Me" / Aqua "Never-ending Challenge"

Starring: Yuzuru Hanyu
URL:

Haier Japan website ambassador special page https://haier.co.jp/branding/ambassador/
Haier official website https://www.haier.com/jp/
Aqua official website https://aqua-has.com/
TVCM broadcast start date: Tuesday, December 24, 2024
Broadcast area: Kanto, Kansai, Miyagi

 

 

[Behind the Scenes of the Commercial Shoot]
During the shoot, Yuzuru Hanyu focused intensely on perfecting his performance while checking the fit of the costume he was wearing for the commercial. Resonating with the philosophy of Haier and AQUA, brands that continue to strive for the best in the world, Hanyu was motivated by the desire to challenge himself to perform the world's best jump. He performed a highly difficult quadruple toe loop, a jump that was not planned for the shoot. He re-shot the scenes until he was satisfied, and just like Haier and AQUA, Yuzuru Hanyu's serious expression in the commercial shows his relentless pursuit of the top, even after achieving success. This TV commercial is a must-see.

 

[Cast Profile]
Yuzuru Hanyu
Born in 1994 / From Miyagi Prefecture
He began skating at the age of 4. In the 2009-10 season, he became the youngest-ever (14 years old) champion at the JGP Final and won the World Junior Championships. In the 2011-12 season, he made his debut at the World Championships and earned a bronze medal. In the 2013-14 season, he won his first Grand Prix Final, and in the 2016-17 season, he achieved a historic four consecutive victories. He also won the Japanese National Championships four times in a row in the 2015-16 season and a fifth time in the 2020-21 season. Hanyu won back-to-back gold medals at the Sochi and PyeongChang Winter Olympics. In July 2022, he transitioned to a professional figure skater.

 

[Staff List]
Agency
CD: Kenji Kawamura (Hakuhodo Inc.)
AD: Junji Takekami (Hakuhodo Inc.)
CP: Hiroko Mishima (Hakuhodo Inc.)
PL: Yuka Wang (Hakuhodo Inc.)
PR: Masato Hashimoto (Hakuhodo Inc.)
PR: Ayaka Nagaoka (Hakuhodo Inc.)

Production
Producer: Yoshihito Kubota (Kuki Inc.)
PM: Yukihiro Yamamoto (Kuki Inc.)
Director: Ichiro Tanida (John and Jane Doo)
Camera: Kazunari Tajima (Mild)
Lighting: Hiroyuki Furui (Freelance)
Art: Hisashi Sasaki (GLASSLOFT)
CG: Nohfumi Sadahara (MARK)

Staff
Stylist: Minako Orihara (Mi-knot)
Hair & Makeup: Tomomi Kakizaki (Cap)
Offline Editing: Yuji Minami (Digital Garden)
Online Editing: Mamoru Shiraishi (Freelance)
MA: Yojiro Marui (Omnibus Japan)
Music: Toru Sasaki (Handsome Tracks)

 

[About Haier Group]
Haier Group was founded in 1984 in Qingdao, Shandong Province, China. As a leading company that responds to the ever-changing digital landscape, Haier proposes a richer lifestyle for its users. Haier has achieved the No. 1 global market share in large home appliances for 15 consecutive years. With a user-centric approach, Haier has expanded into fields such as smart homes, healthcare, and the IoT sector using its unique scientific and technological innovations.

Haier has developed a global network in over 200 countries and regions, including China, Southeast Asia, the United States, European countries, and Japan. The company operates more than 10 R&D centers, 143 factories, and 126 marketing centers worldwide. Moving forward, Haier will continue to provide new technologies and solutions through its devices and services, creating value that aligns with each country's culture, lifestyle, and needs, thus supporting a richer life for users.

Haier Japan website: https://haier.co.jp/
Note: Haier was recognized as the No. 1 global brand in large home appliances for 15 consecutive years in the 2023 "Global Major Appliances Brand Ranking" by Euromonitor International.

 

[About Haier Japan Sales Co., Ltd.]
Haier Japan Sales Co., Ltd. was established in January 2002 as the sales company for Haier-branded products in Japan, under the Haier Group (headquartered in Qingdao, Shandong Province, China). The company is responsible for the planning, sales, and support of home appliances in the Japanese market.

Haier Japan Sales official website: https://www.haier.com/jp/

 

 

[About Aqua Corporation]
Aqua Corporation was established in January 2012, inheriting certain business operations from Sanyo Electric. As a Japanese subsidiary of the Haier Group, Aqua is responsible for the planning, development, and sales of products and services under the AQUA brand, including commercial washing machines, household washing machines, refrigerators, vacuum cleaners, and more.
Aqua official website: https://aqua-has.com/

 

[About Haier Asia R&D Co., Ltd.]
Haier Asia R&D Co., Ltd. is responsible for the planning, design, development, and engineering of products under the two sales brands in the Japanese market (AQUA/Haier). With a commitment to the founding principle of rigorous quality pursuit, the company is dedicated to developing products that enhance and enrich people's lives, making them more enjoyable.

 

[yuzurujenn]

*machine translation, inaccuracies exist*

 

 

2024.12.18

 

Source: https://kaden.watch.impress.co.jp/docs/news/1648545.html

Archived: https://web.archive.org/web/20241219090501/https://kaden.watch.impress.co.jp/docs/news/1648545.html

 

 

Yuzuru Hanyu Also Resonates: Haier and Aqua Continue to Challenge, What’s the Next Home Appliance?

 

On the 17th, Haier and Aqua explained their group's global strategy and branding for the Japanese market. They introduced a new commercial starring Yuzuru Hanyu, who was recently appointed as the brand ambassador for the Japan region, and also talked about what home appliances will be released by both brands in the future. The commercial will be aired on television from December 24th.

 

Spoiler

In a conversation between Yuzuru Hanyu and Du Jingguo, Vice President of Haier Group and CEO of Haier Japan, the company's philosophy, which Hanyu resonated with, was also discussed.

 

Haier demonstrates its commitment to continual updates with the mentality of "even if we conquer the peak in front of us, we aim for the next higher mountain." Yuzuru Hanyu shared, "I felt that there is no other company that shared the same mindset as me," and added, "During the Haier commercial shoot, with the key message 'Surpass yourself,' I tried to express a sense of strength and speed, a challenge to my past self who had achieved the number one position."

 

Haier Group was established on December 26, 1984, and is celebrating its 40th anniversary this year. The company entered the Japanese market in 2002, and since then, it has been advancing its brand localization.

 

Du Jingguo, CEO of Haier Japan, reflected on the 2002 entry into the domestic market as "the first founding" and the launch of the Aqua brand in 2012 as "the second founding." He emphasized that from 2025, Haier aims to evolve into an "ecosystem brand" as part of "the third founding," aiming for continued growth and greater consumer satisfaction.

 

Haier Japan is set to launch its first IoT air conditioner.

 

Osamu Inui, Executive Vice President of Haier Japan Sales, explained the Haier brand's product strategy for the Japanese market.

 

According to Mr. Inui, while the Japanese home appliance market is saturated, competition has intensified with the increase of new manufacturers entering the market. Despite this, the company has increased its sales by 1.6 times compared to 2021, with sales of mid-size products, such as refrigerators with a capacity of 200L or more and washing machines of 7kg or more, growing 3.3 times.

 

The growth factors, he believes, include changes in user demographics, such as the increase in dual-income households, single-person households, and elderly populations, as well as a shift in needs toward greater cost performance and time efficiency. Haier has responded by offering better solutions and focusing on product development and marketing.

 

Additionally, with the increasing use of social media, the influence of online reviews on actual purchasing decisions is also rising. "Consumer mindsets have become more open, and consumption has become more rational, with a greater focus on the intrinsic value and essence of products," Mr. Inui explained.

 

Haier will enter the domestic Japanese market for household split-type air conditioners in 2024. In the following fiscal year, Haier Japan will introduce its first high-grade model equipped with IoT functionality.

 

In the washing machine division, which has been expanding its mid-size models and strengthening its inverters, the company plans to focus on drum-type washing machines. This year, Haier aims to meet the need for large-scale drying and simultaneous washing with its drum-type washing machine and dryer set, addressing the needs of customers who require bulk washing and the ability to wash while drying. This approach is already mainstream overseas, and the company seeks to update customers' lifestyles using the global technology they have developed.

 

In the lifestyle appliance category, including rice cookers, ovens, and vacuum cleaners, Haier has previously offered simple products aimed at new employees, but will now expand its lineup to cater to families. They have already released a 26L oven that allows for "dual-purpose cooking" with both microwave and grill functions.

 

Looking ahead, Mr. Inui stated, "We promise to achieve further market share expansion in all categories at a fast pace and provide products that meet customer needs quickly. Haier Japan aims to be the number-one fast-speed general home appliance manufacturer."

 

Aqua, the No. 1 coin laundry company in the commercial market, is now applying its know-how to household products

 

Regarding the AQUA brand, Mr. Naoki Nishizawa, Executive Vice President of AQUA, provided an explanation. AQUA has more than 35 industrial parks and over 140 manufacturing facilities worldwide, with its strong global sourcing capabilities as a key advantage. Domestically, the company has R&D centers in Kumagaya and Kyoto, where it continues research and development from a unique Japanese perspective while leveraging global resources.

 

AQUA is introducing a new series of refrigerators, the " + (Plus)" series, which combines designs that fit home interiors with functions that enrich daily life. Among these, the "DELIE+ (Delie Plus)" model features high-end technologies, exceptional design, energy-saving performance, and excellent freezing capabilities.

In particular, the freezing performance includes the "All Room Forster" system, which allows both upper and lower sections of the two-tier freezer to maintain temperatures below -18°C. Additionally, the "Oishi Shield Freezing" technology, which prevents frost buildup and enables longer and tastier food storage, is also included, showing the brand's commitment to freezing excellence.

 

The company has applied its expertise in commercial coin-operated laundry machines to create the "Straight Drum" series of drum-type washing and drying machines. By placing the drum horizontally, rather than at an angle, AQUA has achieved a more compact design. This allows for upgrades from vertical washing machines or small-capacity models and enables installation in spaces with limited room, such as rental housing.

 

AQUA's commercial coin-operated laundry machines hold the top market share in Japan (based on shipment volume). The company leverages the technical expertise developed in commercial equipment to improve its home products, and will continue to expand and enhance the specifications of its drum-type washing machines in the future.