Haier has demonstrated exceptional performance in Europe, achieving the fastest market growth for eight consecutive years and becoming a mainstream high-end brand on the continent. The company's multi-door refrigerators are ranked first in the UK, France, Germany, Italy, and Spain, while its wine coolers lead the market in France, Italy, the UK, and Belgium with a market share exceeding 20%. Additionally, Haier's washing machines hold the second position in Europe, topping the charts in Italy and experiencing the fastest growth in Poland.
Haier's success in Europe is attributed to its commitment to innovation and product updates, as well as its strategy of localized brand building and globally synchronized research and development (R&D). The company's presence at exhibitions like IFA showcases its dedication to these principles. Haier's innovation is not limited to single products but has transitioned into the development of ecosystem scenarios, meeting higher-level smart living needs.
In terms of sports partnerships, Haier has become the Official Home Appliances Partner and Gold Partner of the ATP Tour, including prestigious tournaments like Roland Garros and the Nitto ATP Finals. These partnerships align with Haier's strategy to connect with its target audience and promote its brand globally.
Haier Europe achieved record turnover and growth in 2022, reporting a growth of 7.2% year-on-year, with sales revenue of RMB 243.5 billion (€ 32.6 billion). Despite challenges, the overseas market continued its double-digit growth, with a 10.3% increase in turnover over 2021. Haier Europe, headquartered in Italy, achieved sales revenue of RMB 23.03 billion in 2022 (€ 3.2 billion), an increase of approximately 20% year-on-year.
The company's strategy includes strengthening its high-end and ecosystem brand strategy with a focus on sustainability and energy-saving. Haier Europe has also been expanding its European facilities, completing a new highly-automated dishwasher factory in Turkey in 2022, which further strengthens its product leadership in the washing sectors.
Haier's commitment to sustainability is evident in its product lineup, aiming to provide consumers with healthy, green, smart, and aesthetically pleasing living solutions. The company has introduced products like the "Boguan refrigerators," which are designed to be over 15% more energy-efficient than traditional models.
In conclusion, Haier's success in Europe can be attributed to its innovative products, strategic partnerships, commitment to sustainability, and a clear vision to be the first consumer choice for smart home solutions.