On May 10, 2024, the China Brand Day eventopened grandly at the Shanghai World Expo Exhibition Hall. Numerous home appliance companies participated in this grand event, showcasing their latest technologies and products. Among them was the industry-leading brand—Haier. Haier has continuously expanded its global market presence through outstanding innovation capabilities and meticulous localization strategies. As a leading home appliance brand, Haier has solidified its leadership in the international market through continuous technological innovation and a global strategy.
(Data partly sourced from Haier Group'sofficial WeChat account)
Innovation Leading Globally
Haier’s journey of innovation begins withits strong R&D capabilities. The company has applied for more than 107,000 patents, including over 68,000 invention patents, demonstrating its profound strength in technological innovation. These achievements are reflected not only in quantity but also in the quality and influence in the global home appliance industry.
Pioneering Smart Home Solutions
Haier’s smart home solutions boast 29,486 invention patents, earning the title of global leader for ten consecutive years. In 2023, Haier introduced over 1000 original technology products, covering a wide range from basic home appliances to high-end smart devices,
further proving Haier's leadership in the development of intelligent home appliance products.
Global Layout
Haier has established 35 industrial parksand 143 manufacturing centers worldwide, with a sales network of 230,000 covering more than 200 countries and regions. Its various brands, such as Haier, Casarte, Leader, and GE Appliances, serve over a billion users globally, demonstrating Haier’s global coverage capability and the international influence of its brands.
Successful Practice of LocalizationStrategy
Haier’s global success is also due to itsprecise localization strategies. For instance:
- In Europe, Haier launched a large-capacity antibacterial dryer optimized for the local rainy and humid climate.
- Catering to India’s vegetarian culture, Haier introduced a refrigerator design with the freezer on top, making it convenient for users to access frequently used fruits and vegetables.
- In regions of Africa where electricity supply is unstable, Haier designed a freezer that can keep contents frozen for up to 100 hours after a power outage.
- In hot regions like Egypt, Saudi Arabia, and the UAE, Haier introduced air conditioning systems with core-cooling technology that can maintain 100% cooling effectiveness in up to 55°C conditions and operate stably under extreme temperatures of 68°C without shutting down.
- In Japan, where living space is limited, Haier introduced super-narrow refrigerators and front-opening freezers suitable for small spaces.
Conclusion
Through continuous technological innovationand a deep understanding of global markets, Haier has not only consolidated its status as a global home appliance giant but has also successfully pushed Chinese-made smart home appliances onto the global stage. Haier’s globalization strategy and localization practices demonstrate how understanding and meeting the unique needs of different markets can achieve brand international expansion and market leadership. We look forward to Chinese brand—Haier, continuing to drive its global development through innovation, providing smarter, more convenient living solutions for global users.