Overview:
4 markets and 3 brands unified into a single pricing platform. 1,700+ products repriced automatically each month. Hundreds of manual hours saved annually. Complete visibility into competitor and channel partner pricing. DTC pricing optimized without disrupting distributor relationships. 1.2M annual price calculations.
Person: Francesco Raganelli.
Position: Chief Digital Officer Ecommerce & Marketplace
1. Company Name / Industry
Haier – Major Domestic Appliances & Consumer Electronics
Haier is a global leader in Home Appliances and Consumer Electronics, with a broad portfolio including refrigerators, washing machines, air conditioners, dryers, microwave ovens, and smart home products. The company operates multiple brands worldwide and manages a large omnichannel distribution network.
2. KPIs & Improvements
One-line KPI version:
- 4 markets and 3 brands unified into a single pricing platform.
- 1,700+ products repriced automatically each month.
- Hundreds of manual hours saved annually.
- Complete visibility into competitor and channel partner pricing.
- DTC pricing optimized without disrupting distributor relationships.
- 1.2M annual price calculations.
3. Context (Problem → Solution)
- Haier needed a reliable and scalable way to manage pricing across multiple countries, brands, and channels while maintaining strong market positioning in highly competitive environments. By unifying 4 markets and 3 major brands (Haier, Hoover, Candy) into a single automated pricing platform, Haier eliminated fragmented local workflows and established consistent pricing logic across countries and channels.
- Limited visibility into distributor and competitor pricing made it difficult to identify price undercutting, active promotions, and the frequency of price changes across markets. Continuous monitoring of channel partners and competitors provided full transparency into market behavior, enabling Haier to detect pricing deviations and respond more quickly.
- Growing direct-to-consumer sales without creating channel conflict was a critical requirement. Policy-based dynamic repricing applied multiple times per day ensured DTC prices remained competitive while maintaining controlled price positioning, allowing Haier to support DTC growth without disrupting distributor relationships.
- Manual price monitoring and website updates consumed significant internal resources and did not scale internationally. Automated repricing recalculated prices for 1,700+ products each month, generating approximately 1.2 million price calculations annually, and reduced manual effort by hundreds of hours per year, allowing teams to focus on higher-value strategic pricing decisions.
- The lack of automation previously limited Haier’s ability to respond to market fluctuations and enforce pricing consistency. A centralized pricing ecosystem with historical price tracking enabled better trend analysis, more consistent pricing enforcement, and a scalable, data-driven pricing strategy across countries.