Personalised smart home systems and intelligent appliances with online accessibility are among the perks of living in the 21st century. Re-entering the marketplace as a technology-enabled player, backed by local research and development (R&D), Haier America is reinvigorating its products to amply serve the American market with platform solutions for all life stages. "We seek to actively engage the customers so they can play a role in developing the next generation of home systems," says Adrian Micu, president and CEO of Haier America. "By understanding this, we can develop products with significant added value to better serve them." Haier America's platform solutions build on the smart ecosystems unveiled by Qingdao-based parent Haier Group. In May, the company launched the Serenity Series line of air conditioners, touted as "America's quietest window AC", as it produces 40 per cent less noise than competitor models. Another innovative solution is the Urban Kitchen line, designed by Haier's engineers for compact spaces, which celebrates small-space living. With more than 60 engineers at its newly opened R&D centre in Evansville, Indiana, Haier America is equipped for new product development and the localisation of Haier products to suit the American lifestyle. "Our portfolio of products are connected together, targeted and designed for each life stage of our consumers," Micu says. "Whether it be kitchen living, an entertainment centre or in a university environment, we will satisfy their needs around these living spaces." Going beyond established distribution channels, Haier America is exploring partnerships with property developers and retailers. It leverages Haier Group's global footprint in terms of supply chain, product capabilities and purchasing power. "We aim to be the total solutions provider for the American consumer," Micu says. "Taking ownership of this market reflects Haier's global vision of establishing zero distance to customers. In this way, we are ambassadors of Asia to the United States."