Haier Celebrates Three Years of Strategic Partnership with Roland-Garros

As the 2025 Roland-Garros (French Open) nears its finale, the iconic clay courts of Paris are once again vibrant with the competitive spirit and elegance characteristic of this Grand Slam event. This year marks a significant milestone, as Haier commemorates three years of its strategic partnership with Roland-Garros, initially established in 2023. This collaboration epitomizes a shared commitment to values such as excellence, innovation, and resilience, which resonate profoundly both within the realm of tennis and in Haier's global vision of luxury living.

A Journey of Shared Excellence

Every Grand Slam presents challenges that test an athlete's determination and skill; however, Roland-Garros stands out due to its demand for finesse, resilience, and endurance on clay. Similarly, Haier's journey to becoming a globally recognized brand began in 1990 and has required an unwavering commitment over 25 years to achieve financial stability in international markets. This trajectory reflects the perseverance and long-term vision that define both sports and business.

Beyond mere resilience, Roland-Garros is recognized worldwide as a symbol of prestige and refined standards. In parallel, Haier has established itself as a leading premium brand in Europe. The synergy between the two entities exemplifies a remarkable fusion of sophistication and perseverance at a global scale.

Haier's Innovative Presence in France

With the global push toward intelligent and sustainable innovation, the 2025 AI Action Summit in Paris showcases a collective ambition toward inclusive, energy-efficient, and human-centered technologies. In this milieu, Haier continues to lead from the front.

For instance, the Langjing X11 washing machine by Haier stands as a testament to the company's commitment to energy efficiency, providing a 60% energy saving compared to the stringent European Class A standards. With a premium pricing strategy, exemplified by the indices of 275 in Poland and 375 in the UK, the Langjing X11 strengthens Haier's innovative and high-end positioning in the marketplace. By 2024, Haier enjoyed a 47% brand recognition in France, underscoring its increasing influence among discerning consumers.

Strategic Expansion Across Europe

Haier's success in France stems from a long-term commitment to robust localization and strategic expansion throughout Europe. Since entering the German market in the 1990s, Haier has built a strong and stable presence across the continent, propelled by a consistent focus on innovation and addressing user needs.

The 3-in-1 strategy (localized R&D, manufacturing, and marketing) underpins Haier's European growth, enabling the brand to respond quickly and effectively to local demands. For example, in a European market where air conditioning penetration remains below 5%, Haier introduced innovative smart air conditioning solutions with simplified installations, meeting local requirements adeptly. The spirit of perseverance, alongside a dedication to innovation rooted in a profound understanding of local markets, has fueled Haier's steady growth across various European nations.

Haier's Commitment to ESG Initiatives

The collaboration between Haier and Roland-Garros transcends the playing fields, symbolizing a mutual commitment to promoting healthy lifestyles, enhancing social responsibility, and creating sustainable value for communities worldwide. At Roland-Garros, Haier manifested its ESG values through an immersive emerging experience showcasing its latest advancements in sustainable technology.

Additionally, in a bid to nurture the next generation, Haier joined hands with Open Stade Français to launch the