#Innovation #Australia #Haier #Australian Open #Melbourne

Haier's Sparkling Involvement at the Australian Open

The Australian Open (AO), one of the four major tennis tournaments, commenced on January 6, 2025, at Melbourne Park. In an exciting move, Haier, the leader in home appliances and consumer electronics, announced its role as the official sponsor of the Australian Open and the Australian Summer of Tennis from 2025 to 2027. This marks a significant first for Haier as they align with the AO to showcase their dedication to innovation, sustainability, and enhanced customer experience.

A Partnership of Shared Values

The collaboration between Haier and the Australian Open underscores a mutual commitment to excellence and customer-centric approaches, along with a focus on sustainable practices. With Haier’s technological leadership, it aligns perfectly with the AO’s reputation as a premier international tennis event that captivates millions of fans globally. Both entities being frontrunners in environmental initiatives, AO promotes a healthy lifestyle through its sporting events, while Haier innovates eco-friendly products designed to reduce environmental impact.

Li Huagang, Senior Vice President of Haier Group and CEO of Haier Smart Home, expressed, “Partnering with the Australian Open is a crucial step in our international market expansion, showcasing our commitment to sportsmanship and innovation.”

Strengthening Haier’s Presence in Australia

While this marks Haier’s inaugural partnership with the AO, the Australian market has played a vital role in Haier’s global framework since its entry in 2002. The establishment of Haier in Australia included the acquisition of Fisher & Paykel that helped create one of Haier's top R&D centers. This strategic positioning reflects Haier’s focus on delivering innovative, high-quality products that resonate with Australian consumers' preferences.

The Australian market has been particularly receptive to technologically advanced and energy-efficient products. For example, Haier’s evolution in retail offerings included large-scale enhancements to display setups at The Good Guys, introduction of the H20 series dishwashers, and establishing a channel presence in HVN. Haier's strategy in a highly competitive environment enabled them to capture a 17% sales share in the dual-brand market, marking them as a leading choice among consumers.

As of 2024, Haier was recognized as the number one home appliance brand in Australia and New Zealand, a remarkable achievement reflecting their robust market presence.

Global Vision and Strategic Expansion in Europe

Haier's impressive growth in Australia and New Zealand is part of a broader global branding strategy. The brand emphasizes varying user needs worldwide, utilizing a 3-in-1 strategy involving local R&D centers, production facilities, and marketing departments tailored to different regions. One notable example of Haier’s innovation is the Haier Langjing X11 line of dishwashers, which are energy-efficient and boast modern designs. In response to Europe's energy shortages and high electricity costs, the X11 series includes eco-friendly features that reduce power consumption by up to 50% compared to strict Euro A class standards.

The X11 dishwashers have gained traction in Europe, developing a strong brand presence across the region, contributing to Haier's overall brand growth. By the first half of 2024, Haier's revenue in Europe soared by 9.2%, with consistent high growth demonstrated over the past eight years. Notably, Haier has consistently ranked as the number one brand in major home appliances globally, according to Euromonitor for the past 16 years.

Commitment to ESG Initiatives

Both Haier and the Australian Open share a profound dedication to environmental, social, and governance (ESG) initiatives. Their partnership illustrates a commitment to a greener future, positively influencing society and the environment. The AO provides Haier with a platform to promote its eco-friendly products, which engage tournament viewers in adopting technology that fosters a healthier, more sustainable lifestyle.

Haier has always emphasized the implementation of ESG principles in its corporate strategy. On November 28, 2023, Haier Smart Home became the first Chinese home appliance company to receive the “Earth Charter” badge within the Sustainable Markets Initiative. Furthermore, on January 18, 2024, it was listed among the best workplace employers in the UK for the second consecutive year, a feat unmatched by any other home appliance brand.

Haier envisions a better life, extending beyond boundaries just like sports. The company aims to continue enhancing global living standards by delivering intelligent technology and innovative solutions.