Haier's Commitment to Excellence: A Three-Year Partnership with Roland-Garros

A Celebration of Excellence: Haier's Partnership with Roland-Garros



The grandeur of the French Open unfolds once again as the tournament enters its final phase in 2025, revitalizing the iconic clay courts in Paris with unprecedented intensity and elegance. This legendary event witnessed its ceremonial inauguration at the Palace of Versailles, where Haier showcased an exclusive collection of products tailored specifically for this prestigious occasion.

The collaboration between Haier and Roland-Garros, now in its third year, embodies a shared commitment to excellence, innovation, and adaptability - qualities that are reflected both on the court and in Haier's global vision aimed at elevating living standards. Through this partnership, both entities underscore the importance of resilience and refinement, mirroring the qualities required of athletes competing at the highest levels of sport.

Shared Values of Excellence and Innovation



Every Grand Slam tournament tests not just the skills but also the resolve of its competitors, with Roland-Garros particularly challenging participants to display finesse, toughness, and endurance on clay surfaces. Excitingly, Haier's path to establishing itself as an international brand has mirrored this spirit. Since its inception in 1990, the company has invested over 25 years in relentless commitment to achieving financial stability in international markets, thus demonstrating the long-term vision that characterizes success in both athletics and business.

Roland-Garros serves as a bastion of global prestige and high standards, and Haier is proud to be recognized as a premier brand within Europe, allowing both partners to exhibit their unwavering tenacity. The combination of their strengths enhances their positions on the international stage, where heritage harmonizes seamlessly with modernity.

Impact in France: Setting New Standards



With the global shift toward intelligent and sustainable innovations, the AI Action Summit 2025 in Paris exemplifies joint international efforts toward developing human-centric, energy-efficient technologies. Haier consistently leads the charge in this movement through cutting-edge innovations that resonate with the growing awareness of sustainability. One notable product is the Haier Langjing X11 washing machine, which boasts energy savings of up to 60% compared to rigorous European Class A standards, embodying the brand’s commitment to efficiency amid rising energy concerns.

The Langjing model is positioned at a premium price point (275 in Poland and 375 in the UK), reinforcing Haier's innovative prowess and esteemed market position. Moreover, brand recognition in France surged to 47% by 2024, illustrating Haier's growing influence among discerning consumers.

Strategic Growth in Europe: A Tailored Approach



Haier's success in France results from a long-term, concentrated effort towards localization and strategic expansion throughout Europe. Having entered the German market in the 1990s, Haier established a strong and stable presence across the continent through a consistent emphasis on innovation and user-focused design. Central to Haier's European strategy is the 3-in-1 model (local R&D, manufacturing, and marketing), allowing the brand to respond swiftly and effectively to local market demands.

For instance, in the European market where air conditioning constitutes less than 5%, Haier introduced a smart air conditioning solution that simplifies installation while efficiently catering to local needs. This relentless pursuit of innovative solutions, based on a deep understanding of local markets, has driven Haier’s continuous growth across multiple European nations.

The company has maintained its position as a European leader, resulting from an unwavering commitment to innovation and localization based on the 3-in-1 strategy, solidifying its strong market standing and brand visibility, which reached approximately 30% awareness among European consumers by 2024.

Haier's ESG Efforts: Championing Sustainability and Inclusion



The collaboration between Haier and Roland-Garros transcends the tennis courts, encapsulating a shared dedication to promoting healthy lifestyles, social responsibility, and creating lasting values for communities worldwide. At the Roland-Garros tournament, Haier brought its ESG ideas to life through an engaging pop-up installation showcasing its latest advancements in sustainable technology.

Additionally, demonstrating a commitment to youth development, Haier partnered with the Open Stade Français to organize the “Haier Fans Cup,” providing young winners a unique opportunity to participate in the tournament and meet former WTA champion Ana Ivanovic.

Further illustrating its human-centric and innovative approach, Haier France received a gold Great Onboarding certificate from Workelo, affirming its dedication to creating a workplace poised for future demands. From households to communities, and sustainable technology to human-centered management, Haier is setting entirely new standards for international brands.

Conclusion



As the partnership between Haier and Roland-Garros continues to evolve, it defines the intersection of sportsmanship and corporate excellence, providing valuable lessons on resilience, innovation, and a commitment to creating a sustainable future. As this journey unfolds, both Haier and Roland-Garros strive to inspire not only through their sportsmanship and products but also in their responsibility towards society and the environment.

Haier at Roland-Garros

Topics Consumer Products & Retail)

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