Haier presented a six-zone immersive experience blending design, adaptive technology, and connected ecosystems. As Haier Group's premium brand, Fisher & Paykel also staged a successful showcase at the event, unveiling the Nature—Ritual at EuroCucina and releasing its State of the Art Collection, reaffirming the Group's commitment to human-centered, artistically infused living.

The joint presence marked a significant milestone in Haier's multi-brand global strategy, showcasing how two distinct brands, one rooted in smart ecosystems, the other in heritage design, together elevate the standard for modern living.

Building a global premium innovation brand matrix

Haier's multi-brand global service matrix stems from a long‑term commitment to deep market cultivation, grounded in its early strategic footprint. Over three decades, it has evolved from exporter to fully localized player with factories, R&D centers and marketing hubs set up globally, completing its "Trinity" model of local R&D, manufacturing, and marketing.

The impact of Haier's innovation-driven strategy is evident across its brand portfolio. In 2012, Haier Group acquired Fisher & Paykel, the global premium home appliance company from Aotearoa New Zealand, and the synergy between the two companies has delivered significant results across global expansion, technological innovation, product iteration, and market leadership.

Shifting from shareholder‑driven to user‑driven innovation, Haier has enabled differentiated brand positioning for both Haier and Fisher & Paykel in Australia and New Zealand. Empowered by Haier, the New Zealand R&D center, one of Haier's five global hubs, has accelerated breakthroughs in drawer systems, direct drive motors, and linear compressors. Notably, Fisher & Paykel washing machines rose from less than 1% to 22% market share in Australia in just 18 months, and is also leading in refrigerators and outdoor products.

In 2025, Fisher & Paykel's 60cm Series 11 Minimal Combi-Steam Oven and 91cm Series 11 Integrated Refrigerator Freezer earned Red Dot's Best of the Best award, a recognition of the brand's own design excellence, with Haier enabling the brand to scale and thrive without compromising its heritage.

Haier is also accentuating local growth through R&D and manufacturing through building robust local footprints around the world.

Through strategic sports marketing, Haier has strengthened emotional ties with international consumers. As a global partner of Roland‑Garros, the ATP Tour, and an official partner of Liverpool FC, PSG, and Serie A, Haier introduced the "Haier‑Cam" referee camera, which has been used in over 100 Serie A matches, placing fans at the heart of the action. These partnerships go beyond logos, creating shared moments of passion and driving tangible brand uplift.

Beyond smart appliances, Haier is expanding its health, digital, and new energy footprints globally. It has built a life sciences hub in the UK and Netherlands, supplying ultra-low temperature freezers to Oxford University, Imperial College, and hospitals in Bologna and Copenhagen. Haier New Energy has deployed distributed solar, storage, and balcony power solutions in over 50 countries.

Looking ahead, Haier remains committed to building a global innovation brand matrix, guided by its vision: "More Creation, More Possibilities." By continuously pushing the boundaries of technology, localization, and cross-industry ecosystems, Haier aims to unlock new value for users and partners alike: shaping a smarter, more sustainable future for homes and businesses around the world.

For more information:
Visit the official websites: Haier | Fisher & Paykel

More than a product showcase, the Champions Meeting unites Haier's international ecosystem in two legendary venues symbolising ambition, excellence and performance — values that mirror the brand's own philosophy of continuous innovation. From premium home entertainment to food preservation, fabric care, cooking, dishwashing and floorcare, Haier unveils a new generation of flagship solutions powered by artificial intelligence, advanced sensors and cutting-edge design.

"Being Number One is not simply about market leadership; our ambition is to continuously elevate the way people experience the home," said Neil Tunstall, CEO Haier Europe. "Through our Zero Distance to Consumer philosophy, we turn real-life insights into intelligent technologies that adapt, learn and deliver increasingly intuitive, personalised and meaningful experiences."

Francesco Di Valentin, Chief Business Officer of Haier Europe, added: "Our collaborations with the world of sport reflect the same pursuit of excellence that drives our innovation. Events like the Champions Meeting allow us to connect directly with customers and partners in inspiring settings while presenting the strength of our portfolio and the value of our ecosystem."

Adapting to users' habits to deliver high performance, Haier's latest innovations are organised around three core value pillars that address modern living needs:

AI-Powered Intelligence

Haier's latest flagship products integrate advanced AI to deliver smarter, more personalised performance. The Smart TV 2026 range (32-115 inches) features Haier's proprietary Homey AI architecture across Mini LED, QD-Mini LED, OLED, QLED and LED technologies for immersive viewing tailored to films, sports and gaming. The Horizon Collection refrigerators, with capacities up to 700 litres, offer intelligent preservation via NutriBank, Active Fresh Zone and the AI Food Care System. The Vision 15 laundry series introduces AI Vision Sense, AI Power Sense and AI Memory, enabling precision fabric care that adapts to user habits.

Human-Centred Experiences

Designed for effortless daily living, these solutions combine intuitive AI with thoughtful features. The ID Series steam ovens, powered by the Bionicook AI framework, analyse and optimise cooking processes for consistently superior results. Marking Haier's debut in floorcare, the I-Pro Clean range includes floor washers, cordless and robotic vacuums. The Series 5 I-Pro Clean Z5 stands out with its innovative Double Roller system, which captures dirt efficiently while reducing passes, streaks and drying time.

Energy-Efficient Solutions

Tailored to European expectations on sustainability, these innovations optimise resource use without compromising performance. The groundbreaking MultiWash washing machine features three independent drums, allowing simultaneous washing of different loads with separate programmes, temperatures and cycles to save time and energy while delivering garment-specific care. The I-Pro Shine Series 7 Biovitae dishwashers set a new hygiene benchmark with patented multi-wavelength visible light technology that eliminates 99.99% of bacteria (Eurofins certified). Advanced hydraulics, including the H-Spray Arm and Cutlery Shine Plus, further enhance cleaning efficiency while optimising water and energy consumption for spotless results.

Since entering the European market in the 1990s, Haier has steadily expanded its presence and now operates in over 45 markets across Europe. The Paris gathering marks a key milestone in its global journey, celebrating shared excellence and reaffirming its ambition to lead the evolution of the smart home worldwide.

For more information, please visit https://www.haier.com/global/.

About Haier Group

Founded in 1984, Haier Group is a leading global provider of better life and digital transformation solutions, with the purpose of "More Creation, More Possibilities". Built around advanced technology, superior design and tailored experiences, Haier offers a broad portfolio of connected solutions across washing, cooling, cooking and air treatment. Haier has been ranked as the world's No. 1 brand in major appliances for the 17th consecutive year, according to Euromonitor International.

As an official partner of Liverpool Football Club and Paris Saint-Germain, Haier invites the public to join in celebrating their shared passion for sports and embrace a new journey toward a healthy lifestyle, with special activities planned for fans of both clubs. For Paris Saint-Germain fans in particular, Haier will showcase the French Championship trophy – the Club's record-breaking 13th domestic title – at the event.

Spanning 1,300 square meters, the event integrates a pop-up show with a synchronized campaign across 100 partner stores. It features a dynamic sports-themed layout, including a mini-football pitch and interactive game zones. Designed for seamless online and offline integration, the experience is amplified through Facebook, YouTube and TikTok live streaming, in store promotions, and multi touchpoint engagement, where fans can watch and enjoy the event worldwide or immerse themselves at Central World Square B (Outdoor Zone), Bangkok.

During the event, Haier showcases its innovative "champion-grade" products, conveying the brand value and enhancing quality living through premium experiences.

The Space Fit series is a new flagship collection of premium home appliances designed to provide a seamless, high-performance user experience. At the center of the lineup is the Space Fit Refrigerator, custom-designed to meet local preferences with features such as an integrated ice maker and enhanced freshness preservation tailored to tropical climates. The innovative Triple-Drum Washing Machine tackles varied laundry needs in one cycle, while the M80 Television delivers an immersive cinematic experience through QLED technology with precision dimming zones, KEF-tuned audio, and support for Dolby Vision, Atmos, and gaming modes.

In addition, Haier will also highlight the Dual Comfort Air Conditioning Series engineered for optimal comfort and energy efficiency, as well as the UV Cool Voice Air Conditioner featuring advanced AI Voice control for hands-free operation, and the L+ Washer-Dryer offering one-stop washing and drying with a large 607mm drum, 20 preset modes, and 26 specialized stain removal programs for unparalleled fabric care.

Haier connects with fans through a shared passion for sports, embracing a vision of healthy living together. Building on the partnerships with Liverpool Football Club and Paris Saint-Germain, Haier is blending the athletic elements like football and badminton into the campaigns to foster a community, channeling the champion spirit into its home appliance products, and encouraging users to pursue an energetic and wellness-oriented lifestyle. It has organized the "Haier Run" mini marathon for six consecutive years and sponsored badminton tournaments to engage more people, and it also appointed superstar BAMBAM as a brand ambassador in Thailand.

Haier adheres to a user-centered philosophy through an integrated model of local R&D, manufacturing, and marketing. Haier has maintained its position as the world's No. 1 brand in major home appliance retail volume for 17 consecutive years. In Thailand, where it entered in 2002, Haier has steadily grown its market share from 10% to 14%, becoming the top brand in the white goods segment over its 23 year presence.

Haier's Bangkok Southeast Asia R&D Center focuses on designing products that meet local preferences; it acquired the Sanyo factory in 2007, and the Chonburi Air Conditioning Industrial Park, which opened in 2025, has an annual capacity of 6 million units to serve the global markets.

Beyond products, Haier actively involves itself in the Thai society through sports sponsorships, charity programs, and community engagements, fostering zero distance connection with users and reinforcing its role as a trusted, integrated local partner. Driven by a strong sense of social responsibility, Haier builds lasting bonds while supporting local communities—its annual charitable contributions exceed 10 million THB (USD 317,900).

For more information about Haier, please visit https://www.haier.com/global/.

Stay updated on news, promotions, and various activities from Haier on Facebook: Haier Thailand, Instagram: @haierthailand_official, X (Twitter): @ThailandHaier, YouTube: @HaierThailandOfficial, TikTok: @haier_thailand and Line Official: @haierthailand. For more product details, visit https://www.haier.com/th. 

#Haier #HaierThailand #MoreCreationMorePossibilities

#HaierThailandPopUp #ChampionYourHaierLife

About Haier

Haier stands as the world's pioneering manufacturer and leader in household electrical appliances and innovations. With a mission to create high-quality home appliances to cater to diverse needs, Haier swiftly adapts to the rapid changes in consumer preferences across over 100 countries worldwide.

As the reigning champion of household appliances globally for 17 consecutive years, from 2009 to 2025, according to the Euromonitor International, an esteemed market research institute, Haier has consistently proved its reliability and dominance in the industry.

Haier Thailand is dedicated to inventing and developing various products tailored to provide excellent service and cater to the lifestyles in Thailand. In the year 2019, the company embarked on a strategic shift from being solely an electrical appliance provider to becoming a leader in the Internet of Things (IoT) electrical appliances. Haier Thailand envisions evolving into a pioneering ecosystem brand in the Thai market in the foreseeable future.

This year, Haier's presence transcends traditional branding, transforming the court into a dynamic platform for innovation and social impact.

In an exciting display of precision, top-tier players aimed their shots at Haier appliances positioned directly on the court. Haier washing machines and dryers served as high-value targets, and all proceeds from this challenge were donated to the Australian Tennis Foundation. By integrating its products into the heart of the action, Haier demonstrated how the brand facilitates a "better life," ensuring that the excitement of the game also supports the local community.

Just as the umpire stands as a silent guardian of fair play, Haier's appliances serve as the quiet backbone of millions of homes. Delivering "present yet unnoticed" performance, they serve as supporting actors in daily life while standing as the undisputed champion of industry innovation.

"As we embark on another exciting chapter with the Australian Open, we are inspired to bring the spirit of this world-class event to fans everywhere," said Wang Meiyan, Vice President and Chief Brand Officer of Haier Group. "In 2026, we are launching a comprehensive global roadmap that extends the excitement far beyond Melbourne. This initiative represents a year-long celebration of fan engagement, sports innovation, and technology, creating opportunities for communities across the globe to connect through their shared passion for sports."

To mark the launch, Haier has invited passionate fans from around the world to Melbourne, bringing them closer to the excitement of the Grand Slam. This exclusive activation features appearances by tennis legends Casey Dellacqua, Alicia Molik, Tommy Haas, who will lead interactive coaching clinics and engage directly with fans on-site.

Haier's commitment to tennis extends well beyond the Australian summer. As a Gold Partner of the ATP Tour, Haier will continue to champion excellence throughout the 2026 season, with on-court brand visibility, premium hospitality experiences, and on‑site product integration across major tournaments, providing a global platform to showcase its latest smart‑living innovations. The brand will also benefit from exposure across ATP's digital channels, reaching an online audience of more than one billion.

Following the Australian Open, Haier will roll out an ambitious "Future Champions" program, launching youth football tournaments across Southeast Asia, South Asia, the Middle East, Africa, and Japan. These initiatives will be complemented by celebrity football friendlies in the UK featuring local club legends, motivational workshops, and localized fan festivals. And Haier will continue its tradition of hosting the Haier Cup Badminton in Southeast Asia, while introducing the inaugural Haier Cup Basketball tournament this year to engage a broader demographic of young athletes.

The year-long journey culminates with the Haier Fans Club Ultimate Cup in Qingdao, China. This grand celebration will unite fan champions from football, basketball, and badminton tournaments worldwide for an unforgettable finale.

With the Australian Open as its launchpad, Haier projects to attract over 100,000 new global fans through this year-round engagement strategy. The Haier Fans Club 2026 amplifies the brand's footprint, aligning it with the world's most prestigious sporting events while promoting the vision of smart living to a global audience.

This year, Haier's presence extends beyond traditional branding, transforming the court into a platform for innovation and social good. During the tournament's opening week, Haier captured the spotlight at the Charity Night.

In an exciting display of precision, top-tier players aimed their shots at Haier appliances positioned directly on the court. Haier washing machines and dryers served as high-value targets, and all proceeds from this challenge were donated to the Australian Tennis Foundation. By integrating its products into the heart of the action, Haier demonstrated how the brand facilitates a "better life," ensuring that the excitement of the game also supports the local community.

Beyond the spotlight, Haier also honors the "Unsung Heroes." Just as the umpire stands as a silent guardian of fair play, Haier's appliances serve as the quiet backbone of millions of homes. Delivering "present yet unnoticed" performance, they serve as supporting actors in daily life while standing as the undisputed champion of industry innovation.

Up Your Home Game 

While Haier shines on the court, Haier Australia is helping local households achieve peak performance in their own daily lives. Running alongside the tournament, the "Up Your Home Game" campaign highlights how Haier's smart technologies simplify modern living. "Find the Ball" Competition: Running until February 6, 2026, fans can visit the Haier website to search for a hidden tennis ball for a chance to win a premium laundry package.

Whether serving an ace or preparing a meal, performance matters. The campaign showcases "Ultra Fresh Air" technology in laundry appliances to keep activewear fresh, and ovens with Air Fry and Steam Assist Plus functions to make healthy, athlete-grade meal prep effortless.

As part of its global strategy to engage users, Haier also utilized the Australian Open as the launchpad for the Haier Fans Club 2026.

To inaugurate this global ecosystem, Haier hosted passionate fans and partners from around the world in Melbourne for an exclusive brand experience. The activation featured interactive clinics with tennis legends, offering fans a tangible example of the exclusive access the club provides. The Melbourne event marks the beginning of a worldwide roadmap that will include youth sports initiatives across Europe, Southeast Asia, and Africa, culminating in the Haier Fans Club Ultimate Cup in Qingdao, China.

For more information on Haier's Australian Open partnership and local promotions, visit https://www.haier.com.au/promotions.

BEIJING, Jan. 1, 2026 /PRNewswire/ -- As 2025 came to a close, Haier, the world's leading IoT ecosystem brand, brought the spirit of champions to audiences worldwide through its partnership with Paris Saint-Germain (PSG), one of the world's most successful football clubs. On December 31, 2025, a New Year television commercial created by PSG star players lit up landmark outdoor screens across 13 major cities in markets including France, Poland, Egypt, Saudi Arabia and Japan, delivering more than a festive greeting and reflecting a shared champion mindset rooted in excellence, leadership, and global connection.

Champion Spirit Inspires Innovation and Global User Experiences

The New Year campaign reflects Haier's own pursuit of excellence. From a pioneering Chinese manufacturer to a truly global ecosystem brand, Haier now serves over 1 billion households across more than 200 countries and regions. In 2024, Haier achieved global operating revenue of USD 55.9 billion and led the global major appliance retail market for 16 consecutive years.

Just as PSG relentlessly pushes the limits of performance, Haier applies the same champion spirit to technology and user experience. "We are thrilled to elevate our sports marketing strategy by partnering with Paris Saint-Germain. Great teams win through precision, teamwork and constant improvement. We build products the same way: designed around people, powered by technology, and proven in daily use." said Haishan Liang, Vice Chairman of the Board of Directors and President of Haier Group.

This vision is powered by Haier's "three-in-one" localization strategy, which integrates localized research and development, manufacturing, and marketing to create solutions tailored to local lifestyles. This approach, coupled with a global innovation network, ensures Haier's technology meets the diverse needs of users worldwide.

In Japan, Haier's ultra-slim refrigerators are designed for compact urban homes. In Europe, energy-efficient washing machines meet sustainability expectations and regulatory standards. In the U.S., large-capacity washers cater to family-oriented living.

In Thailand, Haier's "UV Cool Voice Series" air conditioners feature AI-powered voice control in both Thai and English, while in the Middle East and Africa, Haier's air-conditioning solutions are engineered to perform reliably and efficiently under demanding climate conditions.

Toward an Ecosystem Future of Infinite Possibilities

Beyond features and functions, Haier continues to expand its ecosystem, building open, vibrant ecosystems in smart living, industrial internet, and health tech, guided by the vision of creating boundless value alongside users and partners.

Through the COSMOPlat industrial internet platform, which supports global manufacturing innovation, and the Yingkang Life eco-platform focused on health and well-being, Haier's influence as an ecosystem brand continues to grow worldwide.

Guided by a strong sense of responsibility, Haier integrates sustainability and ESG (Environmental, Social and Governance) principles into its global operations, supporting long-term, sustainable development in every market it serves.

Moreover, Haier continues to strengthen its emotional connection with users worldwide. The illuminated landmark screens symbolize a shared celebration rooted in common values.

Haier's Global Fans Festival also remains a vital platform for engagement and community building. Following the successful conclusion of the recent event in Malaysia, the festival will continue to connect users through hundreds of localized events worldwide, fostering deeper interaction, shared experiences, and a growing global community.

As 2026 begins, Haier remains committed to delivering champion experiences through technology, innovation, and shared values—walking alongside users worldwide toward new possibilities.

Please visit https://www.haier.com/global/. 

About Haier Group

Founded in 1984, Haier Group is a leading global provider of better life and digital transformation solutions, with the purpose of "More Creation, More Possibilities". Haier has always been user-centered and has built a landscape of three pillars: Smart Living, Comprehensive Health Industry, and Digital Economy Industry. The company has established 10 R&D centers, 35 industrial parks, and 163 manufacturing centers, achieving a global revenue of USD 55.9 billion in 2024. Haier has been ranked in the Kantar BrandZ Top 100 Most Valuable Global Brands for 7 consecutive years. Additionally, Haier has held the No.1 position in Euromonitor Global Major Appliances Brand for 16 consecutive years. Haier has 8 listed companies, with its subsidiary Haier Smart Home named among the Fortune Global 500 and Fortune World's Most Admired Companies.

Inaugurated in 2019, what began as a social media campaign has evolved into a series of global interactive events that bring fans closer to the brand. Along the journey, the Fans Festival has held the 40^th Anniversary Celebration at Haier Headquarters, fan tours during AWE in China, Roland-Garros and Australian Open, ATP Finals in Italy, the Haier Fans Cup Tennis Challenge and more. Through engaging online and offline activities, Haier has fostered deeper emotional connections with users as a more relatable and heartfelt brand.

From December 17 to 21, 2025, a five-day pop-up of the Fans Festival took place in Kuala Lumpur, Malaysia at Pavilion Bukit Jalil – The Piazza. Spanning 2,600 square meters, the event invited sports lovers and Haier fans to participate in match viewings, games of football, tennis, and badminton and more to experience the new smart lifestyle.

Serving as Haier's initiative to give back to its users and long-time fans across the globe, the fully upgraded 2026 Fans Festival takes sports as the theme with over 100 Haier Fans Cup events to be held in more than 20 countries and regions worldwide throughout the year, such as Melbourne, Shanghai, Paris, Berlin and more, bringing fans a full spectrum of fun-filled sports festivals and offline experience pavilions where they can explore, play and enjoy food.

"Looking ahead to 2026, Haier Global Fans Festival will achieve three major upgrades: expanding our global footprint to more countries, including Australia, France, and Germany, and broadening the scope of co-creation; innovating immersive experiences to break down the boundaries between online and offline engagement and enhance interactive participation; and deepening emotional connections through sports marketing, enabling users to actively participate in product and service innovation and becoming true co-creators of the Haier ecosystem." shared by Ms Wang Mei yan,Vice President and Chief Brand Officer of Haier Group.

As a world-renowned brand that has consistently ranked first in Euromonitor International's list of retail volume of global major appliances for 16 consecutive years, Haier has expanded its presence to over 200 countries and regions, serving over 1 billion households globally. It has become a trusted and beloved world-class brand among consumers across the world.

Globally, Haier operates 10 major R&D centers, 71 research institutes, 35 industrial parks, 163 manufacturing hubs, and a network of 230,000 sales outlets. According to statistics, Haier has established itself as a leading brand in major countries and mainstream markets globally.

Championing the spirit of sports and power of innovation, the 2026 Fans Festival is expected to reach hundreds of millions Haier fans worldwide, embodying Haier as both a "champion" brand and smart technology pioneer that truly understands people's daily life.

For more information, please visit https://www.haier.com/global/.

About Haier Group

Founded in 1984, Haier Group is a leading global provider of better life and digital transformation solutions, with the purpose of "More Creation, More Possibilities". Haier has always been user-centered and has built a landscape of three pillars: Smart Living, Comprehensive Health Industry, and Digital Economy Industry. The company has established 10 R&D centers, 35 industrial parks, and 163 manufacturing centers, achieving a global revenue of USD 57 billion in 2024. Haier has been ranked in the Kantar BrandZ Top 100 Most Valuable Global Brands for 7 consecutive years. Additionally, Haier has held the No.1 position in Euromonitor Global Major Appliances Brand for 16 consecutive years. Haier has 8 listed companies, with its subsidiary Haier Smart Home named among the Fortune Global 500 and Fortune World's Most Admired Companies.

Spanning 2,600 square meters, the activation space invites football enthusiasts, sports lovers, and Haier fans to celebrate the "Champion Your Haier Life" spirit through hands-on sports activities including badminton, football, and tennis mini games, and stand a chance to win Haier exclusive gifts throughout the day.

This year's festival carries a deeper meaning, as what began as a digital celebration for Haier users has evolved into a global brand movement that connects millions of fans, showcasing Haier's innovation and strengthening emotional ties with consumers worldwide.

"Haier continues to cement its leadership in the home appliance industry. It  has ranked No. 1 in Euromonitor International's Global Major Appliances Brand Retail Volume for 16 consecutive years."shared by Ms Wang Mei yan,Vice President and Chief Brand Officer of Haier Group.

In Malaysia, Haier expects to command 11% market share and 93% brand awareness, the highest among Chinese home appliance brands, with premium product sales accounting for more than 38% of its business mix.

At the heart of the festival is an immersive showcase of Haier's newest innovations, engineered with the same relentless pursuit of excellence seen in champion athletes. Malaysian consumers are among the first to experience the Space Fit Refrigerator, L+ the AI Heat-pump Washer-Dryer, the UV Cool Color Air Conditioner, M80 QD-Mini LED TV, and a preview of the upcoming triple-drum washing machine.

The Fans Festival event features live product demonstration zones, share-and-learn sessions, creator-driven activations and exclusive fan rewards, showcasing smart living excellence to visitors.

Entry is free, and customers who spend a minimum of MYR 5,000 on any Haier products during the event will redeem exclusive Liverpool FC jerseys.

"As we celebrate the 7th Fans Festival, we honor the loyalty of our users while looking ahead to create smarter living, deeper connections, and shared growth," shared by Mr. Fan Jing Managing Director of Haier Malaysia. Haier remains committed to listening, innovating, and evolving so that every experience and product delivers meaningful value to Malaysian homes.

The 2025 Haier Global Fans Festival runs from 17^th to 21^st December at Pavilion Bukit Jalil – The Piazza, Level 3 and welcomes all Malaysians to experience future-ready smart living.

BERLIN, Sept. 5, 2025 /PRNewswire/ -- Haier, ranks first in the global retail volume of major home appliance brand sales, today announced multi-year global partnerships with Liverpool Football Club and Paris Saint-Germain. The agreements unite two of the most followed football clubs in the world with a brand known for user-centred innovation.

Today at IFA Berlin, executives from both clubs joined Haier to witness the unveiling of Haier's new brand strategy and to announce the partnerships globally. Under the partnerships, Haier will activate across stadium, digital and retail touchpoints; deliver exclusive fan experiences; and explore co-branded smart-home products that bring matchday energy into everyday life.

"We are thrilled to elevate our sports marketing strategy by partnering with Liverpool Football Club and Paris Saint-Germain – two of the world's most celebrated champion clubs. Their relentless pursuit of excellence and spirit of innovation deeply resonate with Haier's entrepreneurial DNA and our commitment to building a truly global brand. Through these partnerships, we aim to inspire, connect, and create richer, smarter experiences for fans and consumers worldwide." said Haishan Liang, Vice Chairman of the Board of Directors and President of Haier Group. "Great teams win through precision, teamwork and constant improvement. We build products the same way: designed around people, powered by technology, and proven in daily use."

"Haier is an ambitious, innovative, and world-leading brand, and we welcome them to the LFC family," comments Ben Latty, Chief Commercial Officer at Liverpool Football Club. "As the leading home appliance supplier, Haier has built a reputation for quality and a strong presence in markets all over the world. This global reach aligns with the scale of Liverpool Football Club's global fanbase, and we're excited to see this partnership come to life and look forward to working together."

"We are very pleased to welcome Haier to the Paris Saint-Germain family." said Richard Heaselgrave, Chief Revenue Officer at Paris Saint-Germain. "As a global leading home appliance brand, Haier is part of people's everyday lives. This partnership is a unique opportunity to bring the Club even closer to our fans around the world, both at the stadium and at home."

In football, Haier also partners with LALIGA—one of the most watched football leagues globally—, Liga Portugal—one of the fastest-growing national leagues in Europe—, and the Royal Moroccan Football Federation—a top-ranked national team in Africa with increasing global visibility. These partnerships underscore the strategic centrality of Spain, Portugal, and Morocco in Haier's football roadmap.

As part of its brand-new dual-sponsorship strategy in the world of sport that includes tennis, Haier has renewed its strategic partnership with the ATP Tour through 2028. The brand tournament portfolio will include: the Plava Laguna Croatia Open (Umag), ABN Amro Open (Rotterdam), BMW Open (Munich) and the prestigious season-ending Nitto ATP Finals in Turin. The extension will see Haier continue to receive on-court brand visibility, premium hospitality experiences and on-site product integration at select ATP Tour events, providing a global platform to showcase its latest smart living innovations. The brand will also benefit from exposure across the ATP's digital channels, reaching an online audience of more than one billion. In the tennis world, Haier continues its partnerships with Roland-Garros and the Rolex Paris Masters as well as with the Australian Open and the Mutua Madrid Open, further consolidating tennis as a premium platform in its global strategy.

As part of this new phase, Haier will expand its role as ATP Gold Partner, not only in the Home Appliances category but now also in Home Entertainment & TV, reinforcing its cross-category visibility and ongoing dialogue with a global fan base.

"Extending our partnership with Haier shows the value and impact of our collaboration so far". Says Rodolphe Tastet, ATP Vice President, Partnerships. "Since joining forces in 2023, we've worked closely to showcase Haier's premium technology to the ATP's global audience. We're proud to keep building on that momentum, reinforcing our shared commitment innovation and excellence".

The partnership between the brand and the major international tennis events springs from a deep sharing of values, such as elegance, precision and the quest for top-level performance. Qualities that distinguish both the great champions and Haier connected solutions: perfect combination of technique, excellence, and expression of style.

By teaming up with Liverpool Football Club and Paris Saint-Germain, renewing long-term partnership with the ATP Tour and major international tournaments, and reinforcing its presence in LALIGA, Liga Portugal and Moroccan football, Haier is not just placing its name beside champions — it is proving how the world's number one home appliance brand plays at the same level as the world's number one clubs and athletes. Together, we turn passion on the pitch and on the court into smarter, more connected living at home. Excellence belongs everywhere — live, cheer, and win with the number ones in the Home of the Champions. Far from being an isolated initiative, these partnerships are the latest chapter in a long-standing story between Haier and sport, a journey built on the belief that sport is a powerful platform to inspire, connect, and create shared value. They enrich a portfolio of prestigious sponsorships already in place across football, tennis, volleyball, and other disciplines, confirming Haier distinctive approach to partnerships: selecting platforms that mirror the brand's values of excellence, teamwork, and continuous improvement.

In the late 1980s and early 1990s, Candy – now part of Haier Europe – was the main sponsor of Liverpool Football Club, an era that remains one of the most iconic chapters in the club's history. With today's announcement, the story comes full circle, reinforcing the Group's long-standing connection to football and its global fan communities.

HAIER MEANS SPORT
Haier connection with sport is broad, strategic, and global, reflecting a true multisport identity. From volleyball courts in China to the clay of Roland-Garros, from the cricket stadiums of South Asia to the football arenas of Europe and Africa, Haier has built a sponsorship model that adapts to local passions while reinforcing its global vision. This philosophy is reflected in Haier's wide portfolio of references, each designed to meet the real needs of consumers while respecting cultural specificities and local habits.

Whether it's a washing machine tailored for the care of traditional and delicate fabrics, or an air conditioner capable of operating even during power surges, every solution is conceived to make life better for people everywhere.

The same vision guides Haier sports sponsorship strategy: a portfolio of partnerships that reflects local passions while serving a global purpose. From football pitches to tennis courts, from Europe to Asia and Africa, Haier invests in platforms that resonate authentically with people's lives, turning sport into a universal language that unites technology, culture, and emotion under one shared story: Play with the Number Ones.

About Haier Group
Founded in 1984, Haier Group is a leading global provider of better life and digital transformation solutions, with the purpose of "More Creation, More Possibilities". Haier has always been user-centered and has built a landscape of three pillars: Smart Living, Comprehensive Health Industry, and Digital Economy Industry. The company has established 10 R&D centers, 35 industrial parks, and 163 manufacturing centers, achieving a global revenue of USD 55.9 billion in 2024. Haier has been ranked in the Kantar BrandZ Top 100 Most Valuable Global Brands for 7 consecutive years. Additionally, Haier has held the No.1 position in Euromonitor Global Major Appliances Brand for 16 consecutive years. Haier has 8 listed companies, with its subsidiary Haier Smart Home named among the Fortune Global 500 and Fortune World's Most Admired Companies.

About Liverpool Football Club
Founded in 1892, Liverpool Football Club is one of the world's most historic and famous football clubs, having won 20 League Titles, including the Premier League, eight FA Cups, 10 League Cups, six European Cups, three UEFA Cups, four European Super Cups, 16 Charity Shields, two Women's Super League titles and one Women's Championship. As a socially responsible Club, Liverpool Football Club is proud of the work it does via the award-winning The Red Way, its ongoing commitment to creating a better future for its people, its planet and its communities. This includes efforts to improve club-wide sustainability, enhance Equality, Diversity & Inclusion in all areas, and create life changing opportunities for children and young people in Merseyside and beyond thanks to its official charity, LFC Foundation.

About Paris Saint-Germain
Founded in 1970 and crowned UEFA Champions League winners for the first time in 2025, Paris Saint-Germain (PSG) is France's most successful sports Club and a leading force on the European stage. Under Qatar Sports Investments (QSI) ownership since 2011, PSG has grown into a multi-sport institution, excelling in men's and women's football, handball, judo, and Esports. In 2022, U.S.-based Arctos Partners invested in the Club to support its long-term growth strategy.  With a global fan base exceeding 500 million and a combined social media following of over 230 million across social media, PSG has become a cultural icon, sitting at the intersection of sport, fashion, and entertainment. Collaborations with global brands like Jordan have solidified its status as a globally recognized lifestyle brand. In 2024, the Club inaugurated the Paris Saint-Germain Campus, a state-of-the-art facility that sets new standards for athlete development and performance. As The Club of the New Generation, Paris Saint-Germain blends athletic excellence, cultural influence, and social impact to shape the future of sport and society.

About The ATP 
The ATP's mission is to serve tennis. As governing body of the ATP Tour and ATP Challenger Tour we entertain a billion global fans, showcase the world's greatest players at prestigious tournaments, and inspire the game's next generation. From the United Cup in Australia, to Europe, the Americas and Asia, the stars of the game battle for titles and PIF ATP Rankings points at ATP Masters 1000, 500 and 250 events, and Grand Slams. All roads lead to the Nitto ATP Finals, our prestigious season finale held in Turin, Italy. Featuring only the season's best 8 singles players and doubles teams, the tournament sees the crowning of the year-end ATP World No. 1, presented by PIF, the ultimate achievement in tennis. For more information, please visit www.ATPTour.com.

Recognized as one of the most authoritative global brand valuation systems, the Top 50 2025 Chinese Global Brand Builders list covers 11 major global markets, including the U.S., U.K., France, Japan, and India, and evaluates brands across 15 key categories, such as home appliances, consumer electronics, and automotive. The ranking is based on a robust methodology that combines Google Surveys, Google Search Index, and Kantar's BrandZ database, the world's largest brand analytics platform.

Haier's global success stems from decades of strategic commitment to long-term growth and independent branding. Back in the 1990s, instead of OEM export like other manufacturers, Haier took a different path, insisting on developing its own brand and entering mature markets, such as Europe and the U.S., before expanding to developing regions, including Southeast Asia, the Middle East, and Africa. This journey, grounded in reinvestment and sustainable growth, enabled Haier to achieve financial self-sufficiency in overseas markets by 2016.

To this end, Haier established a globally integrated 3-in-1 strategy (localized R&D, manufacturing, and marketing) to precisely meet the diverse needs of users across different regions. For instance, in regard to energy scarcity and high prices in Europe, the Haier X11 washing machine was launched with its eco-friendly technology features and enhanced energy-saving capabilities, offering 60% energy savings compared to Europe's rigorous A-class standards.

Throughout its globalization journey, Haier has also actively partnered with prestigious tennis tournaments, including Roland-Garros, ATP Tour, Australian Open, and China Open, leveraging the premium sports IPs that resonate deeply with global sports fans and high-end consumers. These collaborations reinforce Haier's brand image of "cutting-edge innovation" and "premium lifestyle" in the minds of consumers worldwide.

In 2024, Haier Group reported global revenue of USD 55.9 billion, an 8% year-on-year increase, and total global profit of USD 4.2 billion, up 13% year-on-year. Haier Smart Home's overseas revenue now accounts for over 50% of its total business, reflecting the company's solid global positioning. As one of the first Chinese enterprises to establish a global brand presence, Haier has been ranked No.1 Major Appliances Brand for 16 consecutive years according to Euromonitor, demonstrating a sustainable and powerful global competitive advantage.

To date, Haier has established its presence in over 200 countries and regions around the world, achieving leading market positions in key countries including China, the United States, and New Zealand.

In Europe, Haier continues to lead across multiple core markets. In Japan, the combined market share of the Haier and AQUA brands ranks No.1 in the refrigeration category. In Southeast Asia, Haier holds the No.1 overall market share. In Thailand, it ranks No.1 in white goods, chest freezers, and air conditioners. In Vietnam, Haier is No.1 in refrigerators and washing machines, while in Malaysia, it leads in both residential air conditioners and chest freezers. The brand has entered the top three in nine major markets such as India and Italy, and ranks among the top five in countries including the United Kingdom and the Philippines.

With Haier's long-term and unwavering commitment to the "3-in-1" strategy, integrating an empowered localized approach and continuous product innovation, the brand aims to create a better life for users around the world.

Held during the world-renowned Roland-Garros (French Open) fortnight, the Haier Fans Cup brought together promising under-14 tennis players across France for a day of spirited competition and cultural celebration. More than a youth tournament, the initiative showcased Haier's vision of using sport as a bridge across generations, geographies, and shared aspirations.

The event culminated in an exclusive opportunity for the winners to meet former WTA Number one champion Ana Ivanovic at Haier Roland-Garros fans village, to inspire dreams and connect young athletes with global icons.

A Strategic Sponsorship Anchored in Purpose

Co-hosted by Haier and Open Stade Français, the Haier Fans Cup builds on the legacy of one of France's most esteemed junior tennis tournaments. Established in 1983 and part of the ITF Junior Circuit, Open Stade Français has long served as a competitive and developmental platform for emerging tennis talent.

The partnership empowers young athletes from diverse backgrounds by providing ranking opportunities, cultural exchange, and personal growth. The collaboration reflects a growing emphasis among global brands on creating lasting social impact through youth-focused initiatives.

ESG in Action: Turning Purpose into Tangible Impact

The Haier Fans Cup is grounded in the belief that sport can serve as a bridge, linking individuals to communities and nurturing shared aspirations across generations. This philosophy aligns with the broader ESG vision of Haier, where sport becomes a tool for inclusive development rather than a mere branding opportunity.

In Europe, Haier steps beyond business to champion social and environmental causes. At Milan's Relay Marathon, Haier Europe was one of the top fundraisers of the event and has provided support to the expansion of the two Spazi Donna centers in Milan, ensuring a safer and better future for women facing difficult situations.

On the environmental front, Haier Europe has focused on waste reduction and circular economy practices. In 2025, its manufacturing hub in Eskişehir, Turkey, achieved a recycling rate of 99% and received the Zero Waste to Landfill certification under the DIN SPEC 91436 Standard. Across the region, Haier Europe has achieved an average waste recycling rate of 98%, a result that underlines its operational commitment to sustainability. To encourage and support the circular economy and the culture of recycling and reuse, Haier partnered with Esosport, a benefit corporation that operates in waste management, by providing its employees the opportunity to drop off their old shoes and tennis balls. These shoes and tennis balls will then become new playgrounds for children and tracks for athletes.

The brand's social engagement also extends to the workplace. In 2025, Haier Europe was recognized as a Top Employer in the UK & Ireland and received the "Company for Generation Z" award, organized by Radar Academy, a testament to its commitment to fostering an inclusive and empowering workplace.

At its core, Haier believes that sports serve as a vital bridge, linking individuals to society and the environment. This philosophy is deeply embedded in Haier brand DNA, where ESG are not add-ons but integral forces driving every step beyond the game.

Sports and Purpose: Building Meaningful Connections

Haier's long-term engagement in global sports reflects a strategic approach to brand-building. It focuses on cultural relevance, community impact, and sustainable growth.

Through partnerships in tennis, basketball, marathons, and emerging areas such as esports, Haier uses sport not just as a communication channel, but as a platform to promote innovation, youth empowerment, and responsible development.

Haier's sports strategy transcends visibility. From eco-conscious appliances at international events to inclusive youth tournaments like the Haier Fans Cup, each effort contributes to broader ESG goals, positioning sport as a vehicle for inclusion, wellbeing, and environmental awareness.

Looking Ahead: Building a Legacy of Inspiration and Growth

Moving forward, Haier aims to deepen its role at the intersection of sport, innovation, and social value. By investing in platforms that champion perseverance, equity, and long-term progress, the brand seeks to cultivate a presence that is both globally admired and socially impactful.

This enduring collaboration reflects a shared commitment to excellence, innovation, and resilience, values that resonate both on the court and across Haier's global vision for premium living.

Forging Strength and Grace: A Shared Journey of Excellence

While every Grand Slam tournament tests a player's determination and skill, Roland-Garros stands apart for its demand for finesse, resilience, and endurance on clay. Similarly, Haier's journey in building a global brand began in 1990 and it took 25 years of unwavering commitment to achieve financial self-balance in overseas markets, reflecting the endurance and long-term vision that define both sport and business.

Beyond endurance, Roland-Garros stands as a beacon of global prestige and refined standards, while Haier has cultivated a reputation as a leading high-end brand in Europe. Together, they embody a powerful synergy of perseverance and sophistication on the global stage.

Where Heritage Meets Innovation: Haier's Premium Presence in France

As global momentum toward intelligent and sustainable innovation accelerates, the 2025 AI Action Summit in Paris exemplifies a shared international ambition for inclusive, energy-efficient, and human-centered technology. In this context, Haier continues to lead the way.

In France, Haier's Langjing X11 washing machine exemplified its commitment, delivering 60% energy savings compared to Europe's rigorous A-class standards—a critical advantage amid rising energy concerns. With premium pricing (reflected in a price index of 275 in Poland and 375 in the UK), the Langjing X11 reinforces Haier's innovative, high-end positioning. In 2024, Haier achieved 47% brand awareness in France, highlighting its growing influence among discerning consumers.

Strategic Expansion of Haier in Europe: Deep Roots and Localized Excellence

The success of Haier in France is the result of a long-term commitment to deep localization and strategic expansion across Europe. Since entering Germany in the 1990s, Haier has built a strong and steady presence across the continent, driven by a consistent focus on innovation and user needs.

At the core of the European growth of Haier is the 3-in-1 strategy (localized R&D, manufacturing, and marketing), enabling the brand to respond quickly and effectively to local demand. For instance, in the European market where air conditioner penetration remains below 5%, Haier introduced a smart air solution with simplified installation to meet local needs with precision and efficiency. The spirit of persistence and dedication to innovation, grounded in a deep understanding of local markets, has propelled the steady rise of Haier across multiple European countries.

Haier continues to lead in Europe. This success story reflects the ongoing dedication of Haier to innovation and localization, anchored by the 3-in-1 strategy, which continues to drive its strong market presence and recognition, with brand awareness reaching approximately 30% across Europe in 2024.

Haier ESG Commitment: Empowering a Greener, More Inclusive Future

The partnership between Haier and Roland-Garros goes beyond the court and represents a shared commitment to promoting healthy lifestyles, advancing social responsibility, and creating sustainable value for communities across the globe.

At Roland-Garros, Haier brought its ESG values to life through an immersive pop-up experience, showcasing its latest advancements in sustainable technology. Demonstrating a firm commitment to nurturing the next generation, Haier partnered with Open Stade Français to launch the "Haier Fans Cup", offering young winners the unique opportunity to attend the tournament and meet former WTA Number one champion Ana Ivanovic.

Further reflecting its people-centric and innovation-driven approach, Haier France was awarded the Gold certification for Great Onboarding from Workelo, demonstrating its dedication to building a future-ready workplace.

From homes to communities, from sustainable technologies to human-centered governance, Haier is setting a new standard for global brands.

Recognized as one of the world's most authoritative brand valuation rankings, Kantar BrandZ combines rigorous financial analysis with in-depth consumer insights across 54 markets. The total brand value of this year's Global Top 100 reached a record USD 10.7 trillion, reflecting a 29% annual growth. Among those listed, Haier's continued rise reflects its ecosystem-driven strategy and user-centric innovation in the global marketplace.

In the 2025 ranking, Apple retained its No.1 position for the fourth year in a row with a brand value of USD 1.3 trillion. Google, Microsoft, Amazon, and NVIDIA followed in the top five. Reflecting a long-term growth trajectory, Chinese brands have doubled their value over the past 20 years, now accounting for 6% of the total brand value in the Global Top 100.

Haier's continued rise in the Kantar BrandZ Global Top 100 reflects the growing strength and adaptability of its ecosystem brand strategy, which is built around three pillars: Smart Living Ecosystem, Comprehensive Health Industry Ecosystem, and Digital Economy Industry Ecosystem. In the age of IoT, Haier has moved beyond traditional product-making to create interconnected ecosystems shaped by user co-creation and intelligent integration.

For Smart Living, Haier Smart has advanced from traditional appliances to intelligent, connected living experiences, aiming to become the world's most valuable home ecosystem brand. In Comprehensive Health, Haier has formed a full-spectrum health ecosystem spanning life science, clinical medicine, and biotechnology. With rapid expansion over the past five years, its healthcare business has become a national industry leader. Also, Haier's Digital Economy Ecosystem, powered by the COSMOPlat industrial internet platform, is unlocking new productivity engines and enabling sustainable transformation across industries.

"We have witnessed the ups and downs of brands over the past 20 years. Haier has truly evolved from a brand in Qingdao, to a brand in China, then to a global brand, and now to an ecosystem brand. Now, it has truly established itself as an excellent localised world-class brand," said Doreen Wang, Kantar Greater China CEO and Global Chair of Kantar BrandZ.

Haier's seven-year presence in the BrandZ Global Top 100 is not only a reflection of its enduring brand strength, but also a testament to China's growing role in shaping the future of global value creation.

As AI continues to reshape global industries, Haier has announced 2025 as the inaugural year of its full-scale AI applications. By embedding AI across every facet of its operations, Haier is cultivating a powerful engine of productivity and innovation, which is further fueling the advancement of its three-pillar ecosystems.

Staying true to its user-centric vision, Haier strives to maximize human value in the AI era. As Chairman of the Board and CEO of Haier Group Zhou Yunjie noted, user needs are evolving from passive acceptance to active co-creation; this is driving Haier to radically reimagine user interaction. To meet this transformation, Haier is boldly redefining user interaction through intelligent collaboration. "Either evolve together with AI or be left behind," Zhou emphasized. Guided by this belief, Haier is embedding AI across all scenarios to empower people to build a future where technology adapts to humans.

In the Smart Living Ecosystem, Haier has developed UhomeGPT, its proprietary foundational model equipped with three core capabilities: understanding, perception, and vitality. By creating AI-connected kitchen solutions that integrate appliances like refrigerators and ovens, Haier is redefining everyday life. In the Digital Economy Ecosystem, COSMOPlat has independently developed a lightweight industrial large model—CosmoGPT, supporting functions such as intelligent Q&A, code generation, and decision-making.

Haier's continued rise in the Kantar BrandZ Top 100 reflects not only its brand strength but also the growing influence of Chinese brands on the global stage. Through its ecosystem brand strategy and ongoing AI transformation, Haier is setting a new benchmark for innovation in the age of intelligent connectivity.

Haier and the Australian Open: A Perfect Match of Vision and Values

Haier's first foray into the AO partnership embodies shared values of a relentless pursuit of excellence, a consumer-centric approach, and a dedication to sustainability. Haier's technological leadership in the home appliance sector mirrors the world-class performance and cutting-edge experience that the AO brings to millions of fans globally. While the AO leads the way in green sports initiatives with its healthy and energetic spirit of lifestyle, Haier, too, has positioned itself as a pioneer in ecological innovation, offering energy-efficient products that minimize environmental impact.

Li Huagang, Senior Vice President of Haier Group and Chairman and CEO of Haier Smart Home, stated, "This partnership with the Australian Open marks a critical step in our globalization efforts, showcasing our commitment to sports and innovation."

Haier's Expanding Presence in Australia

Though this is the first collaboration between AO and Haier, the Australian market has always held a pivotal role in Haier's journey of global brand expansion.

From Haier's first step into the Australian market in 2002, to its acquisition of Fisher & Paykel, which later became one of Haier's top 10 R&D centers, Haier has gone from strength to strength in the Australian and New Zealand markets ("ANZ market").

Haier's impressive growth trajectory in the Australian market has been driven by its commitment to delivering high-quality, innovative products tailored to local preferences. The Australian market has particularly been receptive to Haier's high-tech, energy-efficient solutions that cater to the diverse needs of consumers. From comprehensive upgrading in-store displays at The Good Guys ("TGG"), to launching the H20 New Platform Dishwasher and breaking into the HVN channel, Haier's product lineup continues to evolve and exceed consumers' expectations.

Amidst the highly competitive landscape of the Australian market, Haier successfully broke through with its dual-brand strategy, achieving a sales share of 17% and securing the leading market position for dual brands, reflecting a strong consumer base and rising brand awareness. In 2024, Haier ranked No.1 in the ANZ market.

Haier's Strategic Expansion in Europe: A Global Vision in Action

Haier's performance in the ANZ market is merely a microcosm of its global branding strategy.

Haier places significant emphasis on the diverse needs of overseas users and the unique characteristics of regional markets by applying the 3-in-1 strategy (localized R&D, manufacturing, and marketing), which integrates resources from institutions across various countries.

One prime example of Haier's innovation is the Haier Langjing X11 washing machine, a high-performance appliance line that combines superior energy efficiency with cutting-edge design. In regards to energy scarcity and high prices in Europe, X11 was launched with its eco-friendly technology features and enhanced energy-saving capabilities, offering 50% energy savings compared to Europe's rigorous A-class standards. The success of the X11 Series has made it one of Haier's flagship product lines in Europe, contributing significantly to the brand's growth in the region.

Haier has successfully established itself as a leading brand across multiple European countries. In the first half of 2024, Haier Europe's revenue grew by 9.2%, with Haier Europe being a fast-growing appliance company in the region for 8 consecutive years. Globally, Haier has been Ranked No.1 Major Appliances Brand for 16 consecutive Years according to Euromonitor.

Environmental, Social, and Governance (ESG) Initiatives: Haier and the Australian Open's Shared Commitment to Sustainability

The partnership between Haier and AO highlights both organizations' commitment to environmental responsibility. Together, Haier and AO are championing a greener future for both sports and lifestyle, driving positive change for the environment and community around the globe.

During the AO, Haier is showcasing a range of eco-friendly products, offering visitors an immersive experience that promotes a greener and healthier lifestyle, extending sustainable living from the tournament into everyday lives.

Meanwhile, Haier has always regarded practicing ESG principles as an integral part of its corporate strategy. On November 28, 2023, Haier Smart Home was the only Chinese home appliance company to win the SMI "Earth Charter" badge. On January 18, 2024, it was named one of the UK's Best Employers, the only home appliance brand to earn this honor in two consecutive years.

Just as sports transcend borders, Haier's vision of a better life knows no boundaries. The company commits to creating a better intelligent life for all, across the world.

MELBOURNE, Australia, Nov. 25, 2024 /PRNewswire/ -- Haier announced today it is the official TV and Appliance partner of the Australian Open and Summer of Tennis events. The two sides marked the partnership with an announcement ceremony in Melbourne, underscoring Haier's global commitment to sports and enhancing quality of life worldwide.

Over the next three years, Haier will collaborate with the Australian Open—one of the world's premier sporting events—to highlight its cutting-edge smart home innovations. The partnership aims to deliver immersive fan experiences by integrating advanced technologies in home appliances, including kitchen, laundry, and climate control systems, with the excitement of world-class tennis event.

Li Huagang, Senior Vice President of Haier Group and Chairman and CEO of Haier Smart Home, commented on the alliance: "This partnership with the Australian Open marks a critical step in our globalization efforts, showcasing our commitment to sports and innovation. The Australian Open, as one of the four Grand Slam tournaments, aligns perfectly with Haier's commitment to bring consumers worldwide more creations and possibilities, as well as groundbreaking smart home solutions."

Craig Tiley, CEO of Tennis Australia, shared his enthusiasm for the new partnership, stating: "We are delighted to welcome Haier as an official partner of the Australian Open. Haier's dedication to innovation and quality aligns perfectly with the values of our sport and events. This collaboration will not only elevate the fan experience but also introduce cutting-edge technology that adds a fresh and dynamic dimension to the summer of tennis."

In recent years, Haier launched "Play with Number One," a global initiative celebrating its legacy of quality and sustainability in smart home solutions. The spirit of "Play with Number One" embodies the same tenacity and pursuit of excellence that propels elite athletes - the relentless dedication to pushing boundaries and achieving greatness. Just as tennis champions devote countless hours perfecting their serve and mastering every stroke, Haier's entrepreneurial journey reflects a similar devotion to excellence - transforming from a small refrigerator factory into a global pioneer in smart home technologies. This remarkable evolution demonstrates the power of unwavering determination and bold innovation, qualities that resonate deeply with the sporting spirit of champions.

During the Australian Open, Haier will introduce unique brand experiences through both online and on-site activations, reflecting its commitment to leadership in the home appliance industry.

Haier will also support grass-roots tennis clubs across Australia as part of the push to get more people playing tennis, with more detail to be announced soon.

This partnership strengthens Haier's global sports marketing efforts, expanding its influence and reinforcing its position as a leader in smart home solutions. Looking forward, Haier will continue building new global partnerships, working with stakeholders to build a smarter and better future.

Powerful Performance Encounters Elegant Design

Under the hood, this ultrabook is powered by the Intel i5-13500H Processor, ensuring smooth and efficient performance for both work and play. Paired with 16GB DDR5 RAM and a 1TB M.2 PCIe 4.0 SSD, it delivers lightning-fast data access and multitasking capabilities. Whether it's editing videos, running multiple applications, or gaming, this device handles it all with ease.

Stunning Display and Rich Features

The standout feature is the 2.8K 120Hz high-quality panel, providing sharp, vibrant visuals and a smooth refresh rate for a seamless viewing experience. The US layout keyboard with white backlighting and fingerprint recognition adds both style and security. The sleek, black metal design on the A/C/D sides not only looks professional but also ensures durability.

Fingerprint Recognition and Power Button Integration

Security and convenience go hand in hand with the integrated fingerprint recognition and power button. Log in quickly and securely with just a touch, making it easy to access the device while keeping the data safe.

Ultra-Portable and Versatile

At just 15.5mm thick and 1.5KG, this ultrabook is incredibly lightweight and easy to carry around. It's perfect for professionals on the go who need a powerful yet portable solution. The 65Wh large capacity battery ensures long-lasting performance, so users can stay productive throughout the day.

Connectivity and Interfaces

With a rich set of interfaces, including USB3.2, Thunderbolt 4, Full-function Type-C, HDMI 2.01, and a 3.5mm 2-in-1 audio port, this ultrabook offers versatile connectivity options. Wi-Fi 6E support ensures fast and reliable internet speeds, making it ideal for both office and home use.

In summary, this Haier ultrabook combines top-tier performance, a stunning display, and a sleek, portable design, all at an unbeatable price of $666. It's the perfect choice for anyone looking for a high-end, feature-rich laptop that won't spend too much money.

The announcement from Kantar highlights a significant trend toward deeper integration of technology with branding, an accelerated globalization of brands, along with a greater emphasis on evaluating sustainability. The total value of the top 100 global brands has surged by 20% year-on-year to $8.3 trillion, nearing the peak value recorded in 2022. Since its inception in 2006, the total brand value of these leading global entities has grown by an impressive 474%, with entry thresholds escalating from $4 billion to $19 billion, a 354% increase.

Sustained Growth and Innovation Drive Haier's Success

Haier's consistent rise through the ranks, from its debut at 89^th place in 2019 to 58^th this year, reflects the substantial growth in brand value facilitated by pioneering IoT-driven ecosystems. In the fiscal year 2023, Haier reported robust financial results with global revenues reaching RMB371.8 billion ($52.3 billion) and profits totaling RMB26.7 billion ($3.76 billion). Zhou Yunjie, Chairman and CEO of Haier Group attributes this performance to their ecosystem brand strategy which acts as a stabilizer, driver, and accelerator for high-quality corporate development.

"Haier has originated and is at the forefront of the ecosystem brand-new paradigm, dedicated to breaking new ground in original technology. By leveraging technological innovation to spur industry innovation, it guides the direction of global industry growth," said Doreen Wang, Kantar China CEO and Global Head of BrandZ, "Haier was the first to introduce an intelligent interaction engine in the industry, enabling unlimited possibilities for enhancing life with users and for industry development with ecological partners, which has led to ongoing enhancements in brand value and rankings."

Prioritizing Two Pillars Tracks to Boost High-quality Development in the Sector

Haier leads the way in ecosystem branding on a global scale, aiming to build lifelong customers by constantly interacting, refining experiences, with users. 

• The company's premium brand Casarte exemplifies how it leads through high-end innovative offerings that have seen a thirteen-fold increase over seven years, topping industry averages across price points and market share growth metrics.
• Through the creation of COSMOPlat, an industrial internet platform created by Haier Group, representing the initiative of "big enterprises co-creating, smaller enterprises sharing", it has developed ecosystems in 15 fields, such as chemicals, mold production, and the automotive industry. It has now engaged with more than 900,000 firms, assisted over 160,000 businesses, and has formulated a holistic digital empowerment approach that spans from businesses to industrial parks, to sectors, and ultimately to urban areas.
• In the health sector, anchored in scientific creativity and digital intelligence, strategically focuses on life sciences, clinical medicine, and biotechnology. It provides avant-garde solutions in these sectors while partnering with more than 60 international organizations to serve multiple countries abroad, contributing to the development of an international public health ecosystem.

By securing the position as the only global IoT ecosystem brand on the Kantar BrandZ Most Valuable Global Brands 2024 list for the sixth time in a row, Haier has shown not just its ability to lead in the ecosystem brand paradigm; but also proven its resilience and consistent growth, during its 40-year long journey starting from 1984.

About Haier Group

Founded in 1984, Haier Group is a leading global provider of better life and digital transformation solutions. Based on the purpose of "More Creation, More Possibilities", we've always been user centered, adhered to original technology, and built a landscape of two pillars, Smart Living and Industrial Internet. We have built 10 R&D centers and 143 manufacturing centers around the world. We are the world's only IoT ecosystem brand that has been ranked in the Kantar BrandZ Top 100 Most Valuable Global Brands for six consecutive years, and we have held the No.1 position in Euromonitor's Global Major Appliances Brand for 15 consecutive years.

PARIS, May 30, 2024 /PRNewswire/ -- Haier, the number one brand in the household appliances sector*, is lining up alongside the greatest tennis champions as Official Partner at the Roland-Garros tournament, also known as the French Open, which is taking place from 26^th of May to 9^th June in Paris.

Elegance, precision, and incredible performances are qualities sought by tennis fans, numbering over 1 billion worldwide. These characteristics have made Haier's role as Official Partner a natural fit, as the brand has always been a creator of extraordinary experiences and ecosystems tailored to each desire.

For 2024 and 2025, Haier will be a partner of the most prestigious international tennis tournaments, supporting the champions of this sport who share the brand's values: total dedication to achieving the highest levels of excellence and meticulous attention to every detail. To be the best in the world, you need precision, attention to detail and impeccable style, characteristics found both in the greatest athletes and in Haier connected solutions.

Roland-Garros will be the occasion to present the new Haier international ambassador in the field of tennis activities: Ana Ivanovic, former world No. 1 tennis player. An ambassador who will be the face of the brand for the entire competition, contributing to its memorability, relevance, and audience engagement. Ana Ivanovic has won fifteen WTA singles tournaments in her career, including Roland-Garros in 2008, when she reached number one in the WTA rankings.

"By selecting a tennis athlete as our ambassador, we would grow a sense of authenticity and strengthen the connection with tennis fans," said Gianpiero Morbello, Head of Brand Strategy and IoT Haier Europe. "To be number one, you must believe in your talent, devote attention and commitment, and always seek excellence. Roland-Garros is a wonderful setting to present Ana and the values she shares with Haier and, therefore, with the world of tennis. This is the reason why our presence on the field and in the city of Paris will be massive, with a 360° campaign showcasing the innovation, design and perfection of detail sought by the brand".

Haier will enjoy special visibility courtside and will also have a stand in the Fan Village with its hi-tech solutions and unique style on display for an experience created especially for the event. Here visitors will be able to absorb the ambience of special guests, supporters and the international community gathered for the tournament. Visitors will have the unique chance to interact with Haier solutions and have fun with special sports-themed activities.

A 360° promotion will make Haier a protagonist online with a digital campaign and dedicated social network activities, but also a central role in Paris with sensational advertisement that will complement the spectacular view from the Pont du Beaugrenelle and domination in the metro station.

This partnership with the tennis world is perfectly aligned with Haier's strategy to increasingly connect with the extraordinary and with its target audience: consumers who favor elegant design, customization, and top performance.

Besides the Roland-Garros Tournament, Haier will partner with top-tier events for 2024 and 2025, including the Mutua Madrid Open, the Nitto ATP Finals, and Rolex Paris Masters. The ATP 500 Hamburg Open tournament and two ATP 250 tournaments, the Playa Laguna Croatia Open Umag and the European Open (Antwerp), complete Haier's event portfolio in tennis.

About Haier Group

Founded in 1984, Haier Group is a leading global provider of better life and digital transformation solutions. Based on the purpose of "More Creation, More Possibilities", we've always been user centered, adhered to original technology, and built a landscape of two pillars, Smart Living and Industrial Internet. We have built 10 R&D centers and 143 manufacturing centers around the world. We are the world's only IoT ecosystem brand that has been ranked in the Kantar BrandZ Top 100 Most Valuable Global Brands for five consecutive years, and we have held the No.1 position in Euromonitor's Global Major Appliances Brand for 15 consecutive years.