Haier and Roland-Garros Celebrate Three Years of Excellence and Innovation Together

A Powerful Alliance: Haier and Roland-Garros Enter Year Three

As the 2025 Roland-Garros tournament progresses towards its thrilling conclusion, the iconic clay courts of Paris once again pulsate with the elegance and intensity synonymous with this Grand Slam event. In the midst of this prestigious tournament, Haier proudly commemorates the third anniversary of its strategic partnership with Roland-Garros, marking a significant milestone since their collaboration began in 2023.

This sustainable alliance embodies a shared commitment to excellence, innovation, and resilience—values that resonate not only on the court but also throughout Haier’s global vision for a luxurious lifestyle. Both entities strive for perfection and uphold high standards, making their partnership a fitting emblem of greatness in both the sports and business realms.

Endurance and Prestige: A Journey Toward Excellence

While all Grand Slam tournaments test players' grit and talent, Roland-Garros stands out for the finesse, resilience, and stamina it demands. This mirrors Haier's own journey in establishing itself as a global powerhouse, starting in 1990. After 25 years of unwavering commitment, Haier achieved financial equilibrium in international markets, reflecting the perseverance and long-term vision that characterize both the company and this historic tournament.

Roland-Garros symbolizes global prestige and refined standards, while Haier has earned a reputation as a leading high-end brand in Europe. Together, they epitomize a powerful synergy of persistence and sophistication on the world stage.

Innovation Meets Heritage: Haier's Premium Positioning in France

In an age where innovation and sustainability are increasingly prioritized, the 2025 Summit for Action on Artificial Intelligence held in Paris underscores a collective ambition for energy-efficient and human-centered technologies. Haier is once again at the forefront of this movement in France with its Langjing X11 washing machine, which boasts a staggering 60% energy savings compared to strict European Class A standards—an indispensable advantage amidst growing energy concerns.

Priced at a premium (275 in Poland and 375 in the UK), the Langjing X11 reinforces Haier's commitment to innovation and premium products. By 2024, Haier achieved a remarkable brand recognition rate of 47% in France, highlighting its growing appeal among discerning consumers.

Strategic Expansion in Europe: Local Roots, Global Reach

Haier's success in France stems from its long-term commitment to in-depth localization and strategic expansion across Europe. Since its inception in Germany during the 1990s, Haier has cultivated a robust and steady presence on the continent, focusing on innovation and user needs.

At the core of Haier’s European growth strategy lies its 3-in-1 model (localized R&D, manufacturing, and marketing), empowering the brand to rapidly and effectively respond to local demand. For instance, with less than 5% penetration for air conditioners in the European market, Haier has introduced smart air conditioning solutions with simplified installation to accurately and efficiently meet local needs.

The ethos of perseverance and innovation, grounded in a deep understanding of local markets, has propelled Haier’s steady growth across numerous European countries. As a testament to its ongoing dedication to innovation and localization, Haier's brand recognition has reached nearly 30% across Europe in 2024.

Haier’s ESG Commitment: Empowering a Greener, More Inclusive Future

The partnership between Haier and Roland-Garros extends beyond the courts, representing a shared commitment to promoting healthy lifestyles, advancing social responsibility, and creating sustainable value for communities worldwide. At Roland-Garros, Haier brought its ESG values to life through an immersive pop-up experience that showcased its latest advancements in sustainable technology.

Demonstrating its unwavering commitment to supporting the next generation, Haier partnered with Open Stade Français to launch the "Haier Fans Cup,” providing young winners with a unique opportunity to attend the tournament and meet former WTA World Number One, Ana Ivanovic.

Reflecting its people-centered approach and innovative spirit, Haier France was awarded Gold certification by Workelo for the quality of its onboarding process for new employees, exemplifying its commitment to building a future-ready workplace. From homes to communities, and from sustainable technologies to people-centered governance, Haier sets a new standard for global brands.