Haier Illuminates the Australian Open: Pioneering Partnership for Innovation and Excellence
The Australian Open (AO) 2025 is set to illuminate the realm of sports as it welcomes a groundbreaking partnership with Haier, a global leader in home appliances and consumer electronics. Starting January 6, 2025, this prestigious Grand Slam tournament unfolds at its iconic venue, Melbourne Park. This collaboration marks Haier's debut as the official television and appliance sponsor, signifying a long-term commitment to innovation, sustainability, and enriching the overall consumer experience.
In embracing the Australian Open's ethos of excellence and the pursuit of a green future, Haier’s venture into this partnership epitomizes a shared vision of striving for peak performance and consumer-centric solutions. The brand’s technological prowess in household appliances complements the world-class quality and modern experience that the AO delivers to its millions of global fans.
The AO is renowned not only for its thrilling matches but also for pioneering a healthy lifestyle among its audience, further enhancing its commitment to green sports initiatives. As a parallel, Haier stands firm in its dedication to eco-innovations, pledging to offer energy-efficient products that play a pivotal role in diminishing environmental impact. Li Huagang, Haier's Senior Vice President and the CEO of Haier Smart Home, asserted, "This partnership with the Australian Open is a crucial step in our globalization efforts and underscores our dedication to sports and innovation."
Haier's impressive journey in the Australian market commenced in 2002, when it first made its presence known, further solidified by its acquisition of Fisher & Paykel, which has become one of Haier's ten most significant functional centers. Over the years, Haier has seen spectacular growth within both Australia and New Zealand, concentrating on delivering high-quality, innovative products tailored to local demands. This commitment resonates strongly with the Australian market, which increasingly welcomes Haier's high-tech, energy-efficient solutions designed to meet diverse consumer needs.
The brand's innovative trajectory in Australia is exemplified through its strategies, such as the revamping of display units at retail partner The Good Guys (TGG), launching the new H20 dishwasher on an advanced platform, and expanding product offerings across different channels. Amidst the competitive Australian market, Haier achieved a remarkable breakthrough through its dual-brand strategy, securing a market share of 17% and establishing its leading position in the dual-brand appliance sector.
Haier's strategic push in Europe also reflects the global vision underpinning its operations. The company adopts a localized approach towards foreign markets, emphasizing tailored production and marketing strategies while resource-sharing across various nations. A prime example is the Langjing X11 washing machine series, which seamlessly combines cutting-edge design with superior energy efficiency. With Europe facing energy shortages and rising costs, this product has been strategically developed to exceed local A-class energy standards by 50%, solidifying the X11 series as a flagship offering in the continent.
In recent years, Haier has consistently risen to the top of various European markets, capturing significant growth, with a 9.2% rise in revenue recorded in the first half of 2024. In fact, they have been named the fastest-growing home appliance brand in the region for eight consecutive years. Globally, Haier continues to thrive, as it has been the number one major home appliance brand for 16 consecutive years according to Euromonitor.
Beyond its market advancements, Haier demonstrates a commitment to environmental, social, and governance (ESG) initiatives. The collaboration with the AO aligns both companies' endeavors towards a sustainable future in sports and lifestyle, fostering positive change for the environment and society worldwide. During the AO, Haier plans to unveil a series of eco-friendly products while engaging visitors in experiences that promote healthier, greener living, extending sustainability from the tournament into everyday life.
Haier prioritizes the implementation of ESG principles within its corporate strategy. It's noteworthy that on November 28, 2023, Haier Smart Home became the sole Chinese home appliance brand awarded the SMI's "Earth Charter" badge, while on January 18, 2024, it was recognized as one of Britain’s top employers, marking consecutive years of excellence in this category.
In essence, just as sports transcends boundaries, Haier's vision of enhanced living aims to connect with individuals across the globe. The company is committed to creating a better, smarter lifestyle for everyone, reaffirming its place as a frontrunner in both the home appliance industry and the push for a sustainable future.
In embracing the Australian Open's ethos of excellence and the pursuit of a green future, Haier’s venture into this partnership epitomizes a shared vision of striving for peak performance and consumer-centric solutions. The brand’s technological prowess in household appliances complements the world-class quality and modern experience that the AO delivers to its millions of global fans.
The AO is renowned not only for its thrilling matches but also for pioneering a healthy lifestyle among its audience, further enhancing its commitment to green sports initiatives. As a parallel, Haier stands firm in its dedication to eco-innovations, pledging to offer energy-efficient products that play a pivotal role in diminishing environmental impact. Li Huagang, Haier's Senior Vice President and the CEO of Haier Smart Home, asserted, "This partnership with the Australian Open is a crucial step in our globalization efforts and underscores our dedication to sports and innovation."
Haier's impressive journey in the Australian market commenced in 2002, when it first made its presence known, further solidified by its acquisition of Fisher & Paykel, which has become one of Haier's ten most significant functional centers. Over the years, Haier has seen spectacular growth within both Australia and New Zealand, concentrating on delivering high-quality, innovative products tailored to local demands. This commitment resonates strongly with the Australian market, which increasingly welcomes Haier's high-tech, energy-efficient solutions designed to meet diverse consumer needs.
The brand's innovative trajectory in Australia is exemplified through its strategies, such as the revamping of display units at retail partner The Good Guys (TGG), launching the new H20 dishwasher on an advanced platform, and expanding product offerings across different channels. Amidst the competitive Australian market, Haier achieved a remarkable breakthrough through its dual-brand strategy, securing a market share of 17% and establishing its leading position in the dual-brand appliance sector.
Haier's strategic push in Europe also reflects the global vision underpinning its operations. The company adopts a localized approach towards foreign markets, emphasizing tailored production and marketing strategies while resource-sharing across various nations. A prime example is the Langjing X11 washing machine series, which seamlessly combines cutting-edge design with superior energy efficiency. With Europe facing energy shortages and rising costs, this product has been strategically developed to exceed local A-class energy standards by 50%, solidifying the X11 series as a flagship offering in the continent.
In recent years, Haier has consistently risen to the top of various European markets, capturing significant growth, with a 9.2% rise in revenue recorded in the first half of 2024. In fact, they have been named the fastest-growing home appliance brand in the region for eight consecutive years. Globally, Haier continues to thrive, as it has been the number one major home appliance brand for 16 consecutive years according to Euromonitor.
Beyond its market advancements, Haier demonstrates a commitment to environmental, social, and governance (ESG) initiatives. The collaboration with the AO aligns both companies' endeavors towards a sustainable future in sports and lifestyle, fostering positive change for the environment and society worldwide. During the AO, Haier plans to unveil a series of eco-friendly products while engaging visitors in experiences that promote healthier, greener living, extending sustainability from the tournament into everyday life.
Haier prioritizes the implementation of ESG principles within its corporate strategy. It's noteworthy that on November 28, 2023, Haier Smart Home became the sole Chinese home appliance brand awarded the SMI's "Earth Charter" badge, while on January 18, 2024, it was recognized as one of Britain’s top employers, marking consecutive years of excellence in this category.
In essence, just as sports transcends boundaries, Haier's vision of enhanced living aims to connect with individuals across the globe. The company is committed to creating a better, smarter lifestyle for everyone, reaffirming its place as a frontrunner in both the home appliance industry and the push for a sustainable future.
Topics Consumer Products & Retail）
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