Haier and Roland-Garros Partnership: Celebrating Three Years of Excellence on the Clay Courts

Haier and Roland-Garros: A Thriving Partnership

As the 2025 Roland-Garros (French Open) approaches its exciting climax, the iconic clay courts of Paris are abuzz with energy and charm. This prestigious tennis Grand Slam serves as a perfect backdrop for celebrating the third anniversary of Haier’s partnership with Roland-Garros, which was first forged in 2023. This collaboration is not merely a promotional venture; it embodies overlapping values of excellence, innovation, and resilience, which resonate deeply within both the sports and business realms.

A Shared Journey of Excellence

Every Grand Slam challenges the player’s resolve and skill, but Roland-Garros is particularly distinguished for demanding finesse, resilience, and endurance on its unique clay surface. In a similar manner, Haier’s journey towards establishing a global brand spans back to 1990, and it took the company 25 years of steadfast dedication to reach financial stability in international markets. This journey reflects an unwavering commitment and a long-term vision, characteristics that make both sports and business affairs successful.

Roland-Garros is recognized worldwide for its prestigious and refined standards, aligning closely with Haier's ambition of being a leading high-end brand within Europe. Their partnership is emblematic of a powerful synergy, showcasing perseverance and sophistication on the global stage.

Embracing the Challenge of Innovation

As the world shifts towards intelligent and sustainable solutions, the 2025 AI Action Summit in Paris serves as a testament to a shared desire for inclusive, energy-efficient, and human-centric technologies. Haier, in line with this movement, is paving the way with eco-conscious innovations. For instance, their Langjing X11 washing machine not only adheres to stringent European A-class energy standards but also outperforms them by achieving a remarkable 60% energy saving. This technology reflects Haier's commitment to sustainability, vital in the context of growing energy concerns and responsible consumption.

The high-value positioning of the Langjing X11 is evident, with price indices of 275 in Poland and 375 in the UK, reinforcing Haier's focus on premium offerings. Additionally, Haier's brand awareness further escalated to 47% in France as of 2024, demonstrating the company's resonating presence among discerning consumers.

Strategic Expansion Through Localization

Haier's success in France is a result of its long-term commitment to deep localization and focused expansion across Europe. Since entering the German market in the 1990s, Haier has cultivated a strong presence, driven by a consistent innovation strategy and an acute understanding of user needs.

Central to Haier's growth in Europe is its unique 3-in-1 strategy, which encompasses localized research and development, manufacturing, and marketing. This strategic framework facilitates swift responses to local demands. For instance, in a market like Europe, where air conditioner penetration remains significantly low at under 5%, Haier introduced a smart air solution that stands out for its ease of installation. This not only serves local needs effectively but also showcases Haier's commitment to innovative and localized solutions.

In 2024, brand awareness in Europe rose to about 30%, demonstrating the continued success and recognition stemming from Haier's deeply embedded localization strategies.

Commitment to Social Responsibility

However, Haier's dedication does not merely end at commercial success; it extends into the realm of corporate social responsibility. The partnership with Roland-Garros reflects a mutual commitment to championing healthy lifestyles and developing sustainable value for global communities.

During the tournament, Haier enriched the experience with an immersive pop-up showcasing its state-of-the-art sustainable technologies. Furthermore, with collaborative efforts like the