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Haier and Roland-Garros: Celebrating Shared Values of Excellence

As the iconic Roland-Garros tournament, commonly referred to as the French Open, accelerates towards the climactic stages of 2025, the air is thick with the intensity and elegance characteristic of this grand slam. Amidst this historic event, Haier proudly marks the third anniversary of its strategic partnership with Roland-Garros, a collaboration that commenced in 2023. This partnership exemplifies a mutual commitment to excellence, innovation, and resilience.

A Shared Pursuit of Excellence

Every grand slam event is a testament to the dedication and skill of its players, but Roland-Garros stands out with its unique demands for finesse, endurance, and resilience on clay courts. Similarly, Haier embarked on its journey to establish a global brand in 1990, dedicating 25 years of unwavering commitment to achieve financial independence in international markets. This long-term vision mirrors the qualities that both the sport and the business world demand.

Roland-Garros not only represents stamina but also embodies global prestige and the highest standards. Likewise, Haier has cultivated its reputation as a leading high-end brand across Europe. The synergy between the two symbolizes a powerful blend of persistence and sophistication on the international stage.

Heritage Meets Innovation: Haier's Premium Presence in France

In a world increasingly steeped in intelligent and sustainable innovations, the AI Action Summit 2025 held in Paris underscores the commitment to inclusive, energy-efficient, and human-centered technologies—a goal Haier consistently champions. An illustration of this commitment is Haier's Langjing X11 washing machine, which boasts a 60% energy savings compared to stringent European A-grade standards. Given the rising energy costs, this feature highlights Haier's innovative position within the premium market segment.

With its premium pricing reflecting indices of 275 in Poland and 375 in the UK, the Langjing X11 illustrates Haier's focus on the discerning European consumer, achieving a 47% brand awareness in France as of 2024.

Strategic Expansion and Local Excellence in Europe

Haier’s success in France is a direct result of its long-term dedication to extensive localization and strategic expansion throughout Europe. After entering the German market in the 1990s, Haier has established a robust presence across the continent, driven by a continual emphasis on innovation and consumer needs.

At the core of Haier's growth strategy in Europe is the 3-in-1 approach—local research and development, manufacturing, and marketing. This strategy enables the brand to swiftly and effectively meet local demand. Notably, despite air conditioning still holding a market share below 5% in Europe, Haier introduced an intelligent climate solution with simplified installation to precisely cater to local requirements. This spirit of innovation, rooted in a profound understanding of regional markets, fuels Haier's steady ascent in several European countries.

Looking ahead, Haier remains a frontrunner in Europe, reflecting its ongoing commitment to innovation and localization based on the 3-in-1 strategy, which continues to enhance brand recognition, projected to reach about 30% across Europe by 2024.

Haier's Commitment to ESG: Crafting a Greener and More Inclusive Future

The collaboration between Haier and Roland-Garros transcends the tennis court, epitomizing a shared commitment to promoting healthy lifestyles, enhancing social responsibility, and creating sustainable values for communities worldwide. Haier has brought its ESG values to life at Roland-Garros through immersive experiences showcasing advancements in sustainable technology. As a testament to its dedication to nurturing talent, Haier, in partnership with Open Stade Français, launched the "Haier Fans Cup," granting young winners the unique opportunity to attend the tournament and meet former WTA world champion Ana Ivanovic.

Moreover, Haier France has been awarded a gold certification for "Great Onboarding" by Workelo, underscoring its commitment to establishing a future-oriented workplace. From households to communities, from sustainable technologies to human-centric leadership, Haier sets a new standard for global brands.

As the third year of this strategic partnership unfolds, Haier and Roland-Garros continue to redefine excellence through their collaborative efforts, illustrating a shared vision that extends far beyond the arena of tennis.