Haier's Landmark Partnership at the Australian Open Celebrates Innovation and Excellence

Haier Lights up the Australian Open

The Australian Open (AO), one of the premier Grand Slam tennis tournaments, kicked off at Melbourne Park on January 6th, 2025. Haier, the global leader in home appliances and consumer electronics, is proud to announce its partnership as the official sponsor of television and home appliances for the Australian Open and the Summer of Tennis from 2025 to 2027. This collaboration not only marks Haier’s inaugural sponsorship with the tournament but also reinforces its long-standing commitment to innovation, sustainability, and enhancing consumer experience.

A Perfect Match of Vision and Values

This partnership embodies the shared values of excellence, consumer-centric approach, and dedication to sustainability between Haier and AO. The technological superiority of Haier’s home appliances parallels the world-class performance and premier experience that the Australian Open delivers to millions of fans globally. As AO champions green sporting initiatives through its healthy and energetic lifestyle, Haier positions itself as a pioneer of eco-innovation, offering energy-efficient products designed to minimize environmental impact.

Li Huagang, Senior Vice President of Haier Group and CEO of Haier Smart Home, stated, “This partnership with the Australian Open represents a pivotal step in our globalization efforts and showcases our commitment to sports and innovation.”

Strengthening Presence in Australia

Although it is Haier's first collaboration with the Australian Open, Australia has always been central to Haier's global expansion strategy. Since entering the Australian market in 2002, including the acquisition of Fisher & Paykel, which has become one of Haier's top ten R&D hubs, the company has consistently reinforced its brand presence in both Australia and New Zealand (the ANZ market).

Haier’s impressive growth trajectory in Australia is attributed to its dedication to delivering innovative and high-quality products tailored to local preferences. The market has embraced Haier’s high-tech and energy-efficient solutions, addressing diverse consumer needs. From modernizing store displays at The Good Guys to launching the H20 New Platform dishwasher and making strides in the HVN channel, Haier’s product lineup continues to evolve and exceed consumer expectations.

In the highly competitive Australian market, Haier has penetrated successfully with its dual-brand strategy, achieving a 17% sales share and securing its position as a market leader for dual brands, indicative of a strong consumer base and increasing brand awareness. By 2024, Haier was ranked number one in the ANZ market.

Strategic Expansion in Europe: A Global Vision in Action

Haier’s performance in the ANZ market is representative of its global branding strategy, as the company emphasizes the varying needs of foreign users and regional market characteristics. Employing a localized strategy of Research & Development, manufacturing, and marketing, Haier integrates resources from institutions across different countries.

The Haier Langjing X11 washing machine exemplifies their innovation, combining superior energy efficiency with cutting-edge design. Amidst energy shortages and rising costs in Europe, the X11 was introduced with environmentally friendly technological features and enhanced energy-saving capabilities, achieving 50% energy savings compared to the strict Class A standards in Europe. Its success has made the X11 series one of Haier’s flagship product lines in Europe, significantly contributing to the brand’s growth in the region.

Haier has effectively established itself as a leading brand in many European countries. In the first half of 2024, Haier Europe’s revenue increased by 9.2%, making it one of the fastest-growing home appliance brands in the region for eight consecutive years. Globally, Haier has been recognized as the number one brand of large home appliances for 16 consecutive years according to Euromonitor.

Shared Commitment to Environmental, Social, and Governance Initiatives

The partnership between Haier and the Australian Open underscores both organizations' commitment to environmental responsibility. Together, they advocate for a greener future for sports and lifestyles, fostering positive changes for the environment and communities worldwide.

During the tournament, Haier will showcase a range of environmentally friendly products, providing visitors with an immersive experience that promotes a greener, healthier lifestyle, extending the tournament's sustainable ethos into daily life.

Moreover, Haier has always viewed the implementation of ESG principles as an integral part of its corporate strategy. On November 28, 2023, Haier Smart Home was the only Chinese home appliance company to receive the “Earth Charter” badge from SMI. Additionally, on January 18, 2024, it was recognized as one of the Best Employers in the UK, the sole home appliance brand to earn this honor for two consecutive years.

Just as sports transcend borders, Haier’s vision of a better life knows no bounds. The company is committed to creating a smarter life for all, globally.