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Haier and Roland Garros: Celebrating a Third Year of Partnership

As the French Open, also known as Roland Garros, kicks off its thrilling final stages in 2025, we witness how the partnership between Haier and this prestigious tournament is blossoming into its third year. The clay courts of Paris are revitalized with intensity and elegance, a hallmark of this grand slam event. Established in 2023, this strategic alliance beautifully captures their shared commitment to excellence, innovation, and durability, aligning perfectly with Haier's global vision of premium living.

A Journey of Strength and Elegance

Each grand slam tournament is a test of players’ resolve and skills; Roland Garros, however, uniquely demands finesse, resilience, and stamina on clay. Similarly, Haier's journey of brand building began in 1990, requiring 25 years of unwavering commitment to achieve a financial foothold in overseas markets. This persistence reflects the long-term vision that characterizes both sports and business.

Roland Garros stands as a beacon of global prestige and refined standards, while Haier has cultivated a reputation as a leading high-end brand in Europe. The partnership showcases a strong synergy of perseverance and sophistication on a worldwide scale.

Uniting Heritage with Innovation

Amid the accelerating pace of intelligent and sustainable innovations globally, the AI Action Summit 2025 in Paris symbolizes their shared international ambition towards inclusive and energy-efficient human-centric technologies. Haier continues to lead in this context, with innovative products that resonate with the current energy concerns.

An example is the Langjing X11 washing machine, which offers a remarkable sixty percent energy savings in comparison to stringent European class A standards. This advantage is crucial in today's energy-conscious environment, coupled with an attractive price point that reinforces Haier’s innovative standing, enjoying a brand awareness of 47% in France by 2024.

Haier's Strategic Expansion in Europe

Haier's success in France results from a long-term dedication to significant localization and strategic expansion across Europe. Since entering Germany in the 1990s, Haier has established a strong position across the continent, driven by a focus on innovation and user needs. Their "three-in-one" strategy—localized research and development, manufacturing, and marketing—enables swift and effective responses to local demands. In a market where air conditioning penetration remains under 5%, Haier has introduced intelligent air conditioning solutions that cater to local preferences efficiently.

This spirit of perseverance and dedication to innovation has supported Haier's continued ascent in several European nations, making it a leading player. This success story reflects Haier's unwavering commitment to innovation and localization strategies, fueling their strong market presence and recognition, with brand awareness projected to reach approximately 30% across Europe by 2024.

Haier's Commitment to ESG

Moreover, the partnership between Haier and Roland Garros transcends the tennis court, manifesting a shared commitment to promote a healthy lifestyle, foster social responsibility, and create sustainable value for communities worldwide.

At Roland Garros, Haier brought its ESG values to life through engaging and unexpected experiences that showcased the latest advancements in sustainable technologies. They have demonstrated a strong commitment to mentoring the next generation by collaborating with Open Stade Français to establish the