Haier Air Conditioning
About Haier Brand
Table of Contents
Introduction to Haier: A Global Visionary
Founded in 1984, Haier Group has evolved from a small Chinese refrigerator factory into a leading global provider of better life and digital transformation solutions. With a purpose centered on “More Creation, More Possibilities,” Haier has consistently demonstrated its commitment to co-creating infinite possibilities for a better life with users worldwide while fostering industrial development with ecological partners.
As an iconic company in the real economy, Haier maintains a user-centered approach while adhering to original technology development. The company has built an impressive global infrastructure that includes 10 R&D centers, 71 research institutes, 35 industrial parks, 163 manufacturing centers, and a extensive sales network of 230,000 nodes across the world. This massive operational footprint enables Haier to understand and respond to diverse consumer needs while maintaining local relevance across different markets.
Core Philosophies and Values
Our Purpose and Mission
Haier operates on the fundamental purpose of “More Creation, More Possibilities.” This guiding principle reflects the company’s belief in breaking boundaries to foster collaboration and establish valuable relationships. Haier strives to become a leader in the ecological economy while creating a world-class enterprise that delivers comprehensive life and digital transformation solutions.
Human Value Maximization
At the heart of Haier’s philosophy lies the principle of “Human Value Maximization.” The company pays sincere attention to employees, users, and partners alike. Through mechanisms that stimulate creativity and vitality, Haier offers both individuals and organizations new momentum to co-create unlimited value together.
Win-Win Cooperation Through Open Ecosystems
Haier is committed to building open ecosystems that provide diversified scenarios and sharing capabilities. This approach allows every participant in the ecosystem to create, transfer, and share value. The company fosters a platform for co-creation that benefits all participants while creating a paradise for realizing value that stimulates unlimited creativity.
Global Presence and Achievements
Haier’s global influence is both extensive and impressive. The company has established its presence in over 200 countries and regions worldwide, achieving leadership positions in many key markets. In 2024, Haier Group reported global revenue of USD 55.9 billion, representing an 8% year-on-year increase, with total global profit reaching USD 4.2 billion, up 13% year-on-year.
The company’s exceptional performance has been recognized through numerous prestigious accolades:
- Ranked #1 in the home appliance category on the prestigious Top 50 2025 Chinese Global Brand Builders List for the third consecutive year
- Ranked among the Top 10 Chinese global brands for nine consecutive years
- Only IoT Ecosystem Brand ranked in the Kantar BrandZ Top 100 Most Valuable Global Brands for seven consecutive years
- World’s #1 Major Appliances Brand for 16 consecutive years according to Euromonitor
- Selected as one of The World’s 500 Most Influential Brands by the World Brand Lab for 21 consecutive years
| Region | Market Position | Key Products |
|---|---|---|
| China | #1 Market Share | Major Appliances |
| United States | #1 Appliance Company | Comprehensive Range |
| Europe | Leadership across multiple markets | Energy-efficient appliances |
| Japan | #1 in Refrigeration | Refrigerators |
| Southeast Asia | #1 Overall Market Share | Comprehensive Range |
| Australia/New Zealand | #1 with Fisher & Paykel | Premium Appliances |
Brand Portfolio and Business Ecosystem
Multi-Brand Strategy
Haier’s success stems partly from its strategic multi-brand approach that caters to different market segments and consumer preferences. The company’s brand portfolio includes:
- Haier: The flagship brand offering innovative smart home solutions
- Casarte: Luxury brand for discerning consumers seeking premium experiences
- Leader: Focused on younger demographics with contemporary designs
- GE Appliances: Serving the North American market with trusted quality
- Fisher & Paykel: Offering premium kitchen and laundry solutions
- AQUA: Specializing in water-efficient appliances
- Candy: Providing practical and affordable home solutions
Three-Pillar Ecosystem Strategy
Haier has built a robust business landscape centered around three core pillars:
- Smart Living Ecosystem: Haier Smart has advanced from traditional appliances to intelligent, connected living experiences. The company aims to become the world’s most valuable home ecosystem brand by creating seamless smart home experiences.
- Comprehensive Health Industry Ecosystem: Haier has formed a full-spectrum health ecosystem spanning life science, clinical medicine, and biotechnology. This business has grown significantly over the past five years to become a national industry leader.
- Digital Economy Industry Ecosystem: Powered by the COSMOPlat industrial internet platform, this pillar unlocks new productivity engines and enables sustainable transformation across industries. COSMOPl represents a revolutionary approach to customized manufacturing.
Historical Milestones and Strategic Evolution
Haier’s development journey represents a remarkable story of continuous transformation and adaptation to changing market conditions. The company has progressed through several distinct strategic stages:
The Stage of Brand Building Strategy (1984-1991)
During this initial phase, Haier focused on establishing itself as a quality-driven manufacturer. The company’s famous “zero defect” philosophy was dramatically demonstrated when CEO Zhang Ruimin personally supervised the destruction of 76 defective refrigerators – a powerful statement about quality commitment that became legendary in business circles.
The Stage of Diversification Strategy (1991-1998)
Haier expanded beyond refrigerators into a comprehensive range of home appliances, including washing machines, air conditioners, and water heaters. Rather than relying solely on capital investment, Haier used its cultural values and management concepts to revitalize acquired companies.
The Stage of Internationalization Strategy (1998-2005)
Haier pursued a “first difficult, then easy” approach to global expansion, intentionally entering challenging developed markets first. The company established its first overseas industrial park in the United States in 1999, despite skepticism from industry observers. This bold move eventually led to recognition including a road named “Haier Road” in the United States – the only such honor for a Chinese brand.
The Stage of Global Branding Strategy (2005-2012)
During this phase, Haier embraced a development philosophy of “localized design, localized manufacturing, and localized marketing.” The company made strategic acquisitions including Sanyo Electric’s businesses in Japan and Southeast Asia (2012) and New Zealand’s Fisher & Paykel, expanding its global footprint significantly.
The Stage of Networking Strategy (2012-2019)
Haier transformed from a traditional home appliance company into an internet-focused organization, turning its conventional business structure into an open ecological platform. This stage saw the relationship between Haier and its upstream/downstream partners evolve from zero-sum game dynamics to a benefit-sharing community model.
Ecosystem Brand Strategy (2019-Present)
Haier’s current phase focuses on creating lifestyle-based ecological brands with a “smart home” approach. The company has developed sophisticated platforms including Haier U+ Smart Life Platform and COSMOPlat industrial internet platform, enabling unprecedented user customization and participation.
| Time Period | Strategic Stage | Key Focus |
|---|---|---|
| 1984-1991 | Brand Building | Quality manufacturing, zero defects |
| 1991-1998 | Diversification | Product expansion through cultural integration |
| 1998-2005 | Internationalization | Global expansion, entering developed markets first |
| 2005-2012 | Global Branding | Localized production, design, and marketing |
| 2012-2019 | Networking | Internet transformation, platform ecosystem |
| 2019-Present | Ecosystem Brand | IoT-connected smart living solutions |
Innovation and Technology Leadership
AI-Driven Transformation
Haier has declared 2025 as the inaugural year of its full-scale AI applications. By embedding artificial intelligence across every facet of its operations, Haier is cultivating a powerful engine of productivity and innovation. The company has developed UhomeGPT, its proprietary foundational model equipped with three core capabilities: understanding, perception, and vitality. This technology enables AI-connected kitchen solutions that integrate appliances like refrigerators and ovens to redefine everyday life.
Sustainable Innovation
Haier places environmental responsibility at the core of its product development process. In Europe, more than 70% of Haier products are compatible with the hOn app, which helps users manage energy consumption efficiently. The company has achieved impressive sustainability milestones including:
- 98% waste recovery rate and Zero Waste certification for its plants in Turkey
- Goal to power its sites with 60% renewable energy by 2025
- Reduction of water usage in operations by over 50% compared to 2020
Localized Research and Development
Haier’s 3-in-1 strategy (localized R&D, manufacturing, and marketing) enables the company to precisely meet diverse regional needs. For example, recognizing energy scarcity and high prices in Europe, Haier developed the X11 washing machine with eco-friendly technology that offers 60% energy savings compared to Europe’s rigorous A-class standards.
Future Outlook and Vision
AI-Powered Roadmap
Haier continues to lead with its ecosystem brand strategy and ongoing AI transformation. The company is setting new benchmarks for innovation in the age of intelligent connectivity. Through its “AI for Home, AI for You” initiative, Haier is developing technologies that understand, perceive, and adapt to user needs, creating truly intelligent living spaces.
Global Empowerment
Haier remains committed to its globalization through localization approach. The company emphasizes that “Haier Smart Home is present everywhere there’s user demand.” This philosophy ensures that Haier understands and responds to regional needs while maintaining global standards of quality and innovation.
Creating Shared Value
Looking ahead, Haier takes the promotion of sustainable development as its responsibility through worldwide practice of green development, sincere return to society, and elevated corporate governance to ensure continuity of social value creation. The company believes that breaking down boundaries enables more collaboration, and establishing valuable relationships creates a future filled with infinite wonderful possibilities.
Why Choose Haier?
When you select Haier products, you’re choosing:
- Proven quality backed by decades of innovation and excellence
- Global expertise with local understanding and adaptation
- Sustainable solutions that reduce environmental impact
- Cutting-edge technology that makes life easier and more connected
- Diverse portfolio of brands to suit every need and preference
- User-centered design that prioritizes real human needs
Haier’s journey from a small Chinese refrigerator factory to a global leader in smart living solutions represents one of the most remarkable business transformations of our time. Through strategic vision, cultural commitment to excellence, and relentless innovation, Haier continues to shape the future of home living while creating value for users, partners, and communities worldwide.
As Haier continues to evolve and innovate, the company remains committed to its core purpose of “More Creation, More Possibilities” – always seeking to break boundaries, foster collaboration, and create a better life for people around the world.
This content was created based on information from Haier’s official communications and public information. For the most current details about Haier’s products and initiatives, please visit their official website at www.haier.com.
Last updated: September 2025