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Haier Shines Brightly at the Australian Open

As the prestigious Australian Open kicks off at Melbourne Park from January 6, 2025, an exciting partnership has emerged. Haier, a global leader in home appliances and consumer electronics, proudly announces its role as the official television and home appliance sponsor for the event from 2025 to 2027. This collaboration marks Haier's debut with the Australian Open, reinforcing its dedication to innovation, sustainability, and enhancing consumer experiences.

A Perfect Match: Haier and the Australian Open

This partnership symbolizes shared values of striving for excellence, a consumer-focused approach, and a commitment to sustainability. Haier's technological prowess in home appliances reflects the top-tier performances and unforgettable experiences that the Australian Open delivers to millions of fans worldwide. The association coincides perfectly with the Australian Open's leadership in environmental initiatives, promoting a healthy and energetic lifestyle. Haier, known for its eco-friendly innovations, is dedicated to providing energy-efficient products that minimize environmental impact.

Li Chua-kang, First Deputy Director of Haier Group and Chairman and CEO of Haier Smart Home, stated, “This partnership with the Australian Open represents a significant milestone in our globalization efforts and demonstrates our commitment to sports and innovation.”

Expanding Presence in Australia

Although this marks the first partnership between the Australian Open and Haier, Australia's market has always played a vital role in Haier's global expansion journey. Since entering the Australian market in 2002 and acquiring Fisher & Paykel, which became one of Haier's top ten R&D centers, Haier has progressed from lower ranks to top-tier standing in Australia and New Zealand.

Haier’s impressive growth in Australia can be attributed to its commitment to delivering high-quality and innovative products tailored to local preferences. This market is particularly receptive to Haier’s technologically advanced and energy-efficient solutions. From comprehensive store display upgrades at The Good Guys to the introduction of the H20 New Platform dishwasher, Haier's product line continues to evolve, exceeding consumer expectations in a highly competitive market.

Successfully implementing a dual-brand strategy, Haier achieved a 17% sales share, securing a leading position in the market for both brands. This success reflects a robust consumer base and a growing brand awareness, establishing Haier as the top brand in the ANZ region in 2024.

Global Expansion: Haier's Vision in Europe

Haier's accomplishments in the ANZ market exemplify its global strategy of brand building. Haier emphasizes catering to diverse overseas users' needs and the unique characteristics of regional markets through a “three-in-one” strategy: localized R&D, manufacturing, and marketing. A prime example of Haier's innovation is the Haier Langjing X11 washing machine series, renowned for its exceptional energy efficiency and sophisticated design. With energy scarcity and high costs in Europe, the X11 model, laden with eco-friendly features, aligns with strict European class A standards, boasting a 50% energy saving. This success highlights the X11 series as one of Haier's flagship products in Europe, significantly fueling brand growth in the region.

With year-on-year growth in Europe, Haier has firmly established itself as a leading brand, with sales soaring by 9.2% in the first half of 2024, marking eight consecutive years as a rapidly growing entity in household appliances. Globally, Haier ranks first in the home appliance brand index for 16 consecutive years according to Euromonitor.

Commitment to Environmental, Social, and Governance (ESG) Initiatives

The partnership between Haier and the Australian Open emphasizes a shared commitment to environmental responsibility. Together, they advocate for a greener future for both sports and lifestyle while promoting positive changes for communities and the environment worldwide. During the Australian Open, Haier showcases an array of eco-friendly products, offering attendees an engaging experience that encourages a healthier lifestyle and extends sustainable living from the tournament to everyday life.

Haier sees adherence to ESG principles as integral to its corporate strategy. On November 28, 2023, Haier Smart Home became the only Chinese home appliance manufacturer to receive the “Earth Charter” badge from the Sustainable Markets Initiative. Furthermore, on January 18, 2024, it was recognized as one of the best employers in the UK, marking two consecutive years as the only home appliance brand to receive this accolade.

Just as sports know no boundaries, Haier's vision for a better life does not either. The company is committed to creating smarter living solutions for everyone, across the globe.