Haier's Strategic Expansion in Europe

Market Share Growth: Haier has become the fourth-largest global home appliance brand in Europe in terms of market share, ranking first among Chinese brands. In the first half of 2024, Haier Europe's revenue increased by 9.2%, marking the fastest market growth for eight consecutive years. In the UK, Haier's major home appliances hold the largest market share among Chinese enterprises; in Spain, Haier's growth rate reached 16%, ranking first in the industry, with a 33.7% share in multi-door refrigerators; in Italy, Candy's washing machine share ranks first in the market.

Brand Layout: Haier's four major home appliance brands, Haier, Candy, Hoover, and Casarte, have made their presence known in the European market, with an exhibition area of 3,300 square meters. Haier Smart Home, through technological innovation and independent branding, leads the way in high-end products, representing Chinese home appliance companies in opening up larger markets globally.

Technological Innovation: At the IFA exhibition, Haier showcased the latest technological achievements in consumer electronics, smart home appliances, smart homes, interactive entertainment, smart health, XR spatial computing, and smart wearables. Haier, with its localized R&D, manufacturing, and marketing "three-in-one" layout, delves into local markets and promotes leadership in multiple categories.

Acquisitions and Cooperation: In October 2024, Haier successfully acquired Carrier's global commercial refrigeration business, which is expected to form good synergy in channels and operational teams, accelerating the development of central air conditioning and heat pump businesses in Europe.

Enhancement of Localization Service Capability: Haier Smart Home continues to enhance its localization service capabilities. In addition to previously established factories such as the refrigerator factory in Romania, the dryer factory in Turkey, and the dishwasher factory in Turkey, the Egypt Eco Park, which started construction this year, will also radiate to the European market.

High-End Product Market Performance: Haier's high-end product market performance in Europe is strong. For example, in Germany, a high-end refrigerator from Haier is priced at 2999 euros with a price index of 180; in the UK, a high-end washing machine is priced at 849 pounds with a price index of 124.

Global Market逆Veering: Haier has been the world's largest home appliance brand in retail volume for 14 consecutive years; in the United States, GEA has become the number one home appliance company; in Japan, Haier and AQUA dual brands lead in new life share; in Australia, FPA remains the number one in the New Zealand white goods market.