Haier Achieves 16th Consecutive Year as Global Leader in Large Home Appliance Retail Sales: A Success Story Driven by Globalization, High-End Strategy, and Scenario-Based Solutions

Tech 2025-01-08 10:04:33 Source: Network

Haier Achieves 16th Consecutive Year as Global Leader in Large Home Appliance Retail Sales: A Success Story Driven by Globalization, High-End Strategy, and Scenario-Based SolutionsIn 2024, data from Euromonitor International, a world-renowned research institution, confirmed Haiers continued reign as the global leader in large home appliance retail sales, marking its 16th consecutive year at the top. This success extends beyond overall sales, with Haier maintaining its number one position globally in refrigerators, washing machines, freezers, and wine cellars

In 2024, data from Euromonitor International, a world-renowned research institution, confirmed Haiers continued reign as the global leader in large home appliance retail sales, marking its 16th consecutive year at the top. This success extends beyond overall sales, with Haier maintaining its number one position globally in refrigerators, washing machines, freezers, and wine cellars. Specifically, Haier refrigerators have held the top spot for 17 consecutive years, washing machines for 16 years, freezers for 14 years, and wine cellars for 15 years. This achievement is not coincidental but rather the result of Haier Smart Home's long-term commitment to a strategic approach encompassing globalization, high-end branding, scenario-based solutions, an eco-system approach, and digital transformation. This strategy has earned widespread recognition and support from global consumers. Haier's global leadership is based on "retail sales" volume, signifying that every order and every product sold represents a real Haier user worldwide. This underscores Haier Smart Home's leading position in the global market, its exceptional brand influence, and the enduring trust consumers place in its products and services.

I. Globalized Layout: Embracing the "Difficult but Right" Path to Build a Globalized Industrial Chain

As global economic integration deepens, Chinese home appliance companies have entered a new phase of competition with global players. Overseas markets have become a crucial strategic direction for domestic companies seeking growth. Haier's leading position in the global market is inextricably linked to its early adoption of a "difficult but right" strategy for overseas brand building.

Typically, establishing a well-known brand outside one's home country requires an 8-9 year investment period before profitability. However, as early as 1991, Haier Smart Home, adhering to the philosophy of "no famous brands within the nation's borders," aggressively expanded into international markets. It first tackled the challenging markets of developed countries in Europe and America, a crucial step that laid a solid foundation for future growth. Subsequently, Haier Smart Home gradually expanded into developing countries in Southeast Asia, the Middle East, and Africa. This was a step-by-step approach, reinvesting profits from one market into the next. Only in 2016, after 25 years of continuous effort, did Haier Smart Home achieve global break-even.

Haier Smart Home's forward-looking strategy of tackling the difficult first, enabled it to gradually establish a strong global brand influence in its competition with world-class home appliance companies. Even after achieving global leadership, Haier Smart Home continues to accelerate its globalization efforts, increasing investment in global supply chain and brand development in 2024.

Regarding global supply chain layout, Haier Smart Home continues to promote its localization strategy. In China, Haier's Shanghe Refrigerator Interconnected Factory II has commenced production, with air conditioning and washing machine projects also underway. In Thailand, the foundation stone for Haier's air conditioning industrial park has been laid, which upon completion will be the largest air conditioning production base for a Chinese brand in Thailand and Southeast Asia. In Egypt, Phase I of the Haier Egypt Eco-Park has opened, and Phase II is under construction, further driving Haier Smart Home's growth and brand leadership in Egypt and the Middle East and Africa.

Haier Achieves 16th Consecutive Year as Global Leader in Large Home Appliance Retail Sales: A Success Story Driven by Globalization, High-End Strategy, and Scenario-Based Solutions

In terms of global brand development, Haier Smart Home has further expanded its global brand portfolio through successful acquisitions, such as Kwikot, an Ellex South Africa water heater brand, and Carrier commercial refrigeration, laying a stronger foundation for its development in 2025.

"Born global, grown global" perfectly encapsulates Haier Smart Home's globalization strategy. Currently, Haier Smart Home operates 35 industrial parks, 163 manufacturing centers, 126 marketing centers, and 230,000 sales networks globally, serving over 1 billion households in nearly 200 countries and regions. Today, for every 10 Chinese home appliance brands sold overseas, 6 are from Haier, clearly demonstrating Haier Smart Home's leading position and significant influence in the global home appliance market.

II. High-End Branding: Precision R&D to Create Locally Beloved Brands

For a long time, key elements of the global value chain, such as technology and branding, have been controlled by foreign home appliance brands. However, Haier Smart Home recognized that moving towards the high-end market is crucial for creating strong brand power, generating substantial profits, and fostering a virtuous cycle.

In 2006, Haier Smart Home established Casarte, a high-end international home appliance brand, aiming to regain control in technology and branding, and to establish a strong presence in the global high-end market. Today, Haier Smart Home not only holds the global number one position but, through its seven-brand matrix, also boasts a leading position in the global high-end market: In China, Casarte has maintained its top position in the high-end market for eight consecutive years; in the US, GE Appliances continues its high-end transformation, becoming a leading home appliance company; in Europe, Haier Smart Home has led in market growth for eight consecutive years; in New Zealand, Fisher & Paykel holds the top spot in the white goods market; in Japan, Haier and AQUA, its dual brands, have maintained their lead in the refrigerator and freezer sectors for four consecutive years; and Haier also holds significant market shares in Pakistan, Vietnam, and Thailand.

Building global high-end brands is not easy, especially considering the need to cater to the diverse needs of users across different cultural and customary backgrounds. Many companies have struggled in overseas markets due to their inability to effectively address this challenge.

Haier Achieves 16th Consecutive Year as Global Leader in Large Home Appliance Retail Sales: A Success Story Driven by Globalization, High-End Strategy, and Scenario-Based Solutions

Haier Smart Home's success in avoiding this issue lies in its customized R&D and precise innovation focused on local user needs. Haier Smart Home possesses a 10+N open innovation system (offline) and the HOPE innovation ecosystem platform (online), connecting global leading R&D resources and over 250,000 experts. This allows for global collaborative R&D and tailored innovation.

For example, in Europe, in response to the increasing demand for energy efficiency, Haier launched the X11 series washing machines, which received VDE certification from Germany and were rated as the world's most energy-efficient washing machines. Their energy consumption is 60% better than the new European standard energy efficiency class A. In Japan, addressing the challenge of limited living space, Haier developed the Freemo series refrigerators, which can be easily opened and closed even when placed close to a wall.

Haier Smart Home's success is not just about global high-end brand building; it is about creating brands that are "loved by local users" worldwide. By prioritizing user needs and providing personalized solutions through original technologies, Haier Smart Home has gained the recognition and preference of global consumers.

III. Scenario-Based Ecosystem Layout: Breaking Hardware Barriers to Customize a Better Life for Users

In the Internet of Things era, users need more than individual home appliances; they require smart home solutions. Demand has shifted from individual products to scenario-based, ecosystem-focused solutions.

To meet this evolving demand, Haier Smart Home launched the industry's first smart home scenario brand, Triwingbird, in 2020. Triwingbird goes beyond offering individual appliances, providing scenario-based solutions like smart bedrooms and smart kitchens, and offering a full-process "one-stop customized smart home" service, encompassing pre-design, mid-construction, and post-appliance and home furnishing support.

Haier Achieves 16th Consecutive Year as Global Leader in Large Home Appliance Retail Sales: A Success Story Driven by Globalization, High-End Strategy, and Scenario-Based Solutions

To date, Triwingbird has provided smart home solutions to 540,000 households, with over 600 million service interactions per month. Powered by Haier Smart Home Brain technology, Triwingbird offers a more convenient and comfortable smart living experience: for example, after showering, the living room air conditioner automatically increases the temperature to prevent colds; when sleeping, a smart pillow detects sleep patterns and controls the air conditioner for constant temperature, humidity, and air purity, while a smart bed automatically adjusts posture if the user snores.

However, creating personalized smart and comfortable lives for diverse users cannot be achieved solely by home appliance companies; it requires cross-industry collaboration and ecosystem integration. Therefore, Haier Smart Home has clearly defined its ecosystem brand strategy, actively developing ecosystem brands such as the Clothing Internet and Food Internet, building the industry's largest smart home scenario ecosystem. Its goal is to gather various high-quality cross-industry ecosystem resources to jointly meet user needs in clothing, food, housing, and entertainment, providing one-stop life solutions. This not only continuously improves user experience but also promotes win-win cooperation among stakeholders, achieving mutual value creation.

IV. Digital Transformation: Enhancing Efficiency and Continuously Optimizing Profitability

Globalization has become an inevitable trend in the development of Chinese enterprises. The essence of enterprise globalization is to achieve the optimal allocation of global resources, and going overseas to participate in global competition is a necessary choice for the growth of many Chinese enterprises. However, for companies to achieve sustained growth in the global market, continuous digital transformation is crucial.

Haier Smart Home pioneered a full

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