Haier's Partnership with Australian Open: Lighting Up Innovation and Excellence

Haier Partners with Australian Open to Illuminate the Event with Innovation

Starting January 6, Melbourne Park welcomes the Australian Open (AO), a premier Grand Slam tennis tournament. Notably, Haier, a global leader in household appliances and consumer electronics, takes a proud step by announcing its partnership as the official sponsor for televisions and home appliances at AO from 2025 to 2027. This significant collaboration marks Haier's first official partnership with the AO, reflecting their commitment to innovation, sustainability, and enhancing consumer experiences.

Shared Values of Innovation and Sustainability

This partnership embodies Haier's relentless pursuit of excellence, a consumer-centric approach, and dedication to sustainability. At the heart of this collaboration is the shared goal of providing exceptional experiences for millions of fans worldwide. As AO leads in eco-friendly sports initiatives promoting a healthy, vibrant lifestyle, Haier has also pioneered green innovations, offering energy-efficient products that mitigate environmental impacts.

Li Huagang, the Chief Vice President of Haier Group, expressed, "The partnership with Australian Open represents a pivotal step in our globalization efforts, showcasing our commitment to sports and innovation."

Growing Presence in Australia

Though this is the first time Haier partners with AO, the Australian market has always played a vital role in the brand’s global expansion. Since Haier's entry into the Australian market in 2002 and afterward acquiring Fisher & Paykel, which turned into one of the company’s top ten R&D centers, Haier has made notable strides in the Australia-New Zealand (ANZ) region. Its significant growth reflects Haier's commitment to delivering high-quality, innovative products tailored to local preferences.

The Australian market has shown particular appreciation for Haier’s technologically advanced and energy-efficient solutions, meeting diverse consumer needs. From comprehensive display upgrades at The Good Guys stores to launching the H20 New Platform dishwasher and penetrating the HVN channel, Haier's product line continues to evolve, exceeding consumer expectations. In Australia’s competitive landscape, Haier successfully achieved a 17% sales share through its dual-brand strategy, establishing a strong consumer base and growing brand awareness. In 2024, Haier topped the ANZ market.

Strategic Expansion in Europe

Haier's success in the ANZ market exemplifies its broader global brand-building strategy. The brand emphasizes the distinct needs of international users and the unique characteristics of regional markets through a 3-in-1 strategy (localized R&D, manufacturing, and marketing), integrating resources from various countries.

A prime example of Haier’s innovation is the Haier Langjing X11 washing machine, part of its high-performance appliance range, known for its excellent energy efficiency and modern design. Given the energy scarcity and high costs in Europe, the X11 model was launched with eco-technological features and enhanced energy-saving capabilities, offering a 50% reduction compared to strict European Class A standards. The success of X11 positioned it as a flagship product for Haier in Europe, significantly contributing to the brand’s growth in the region.

By establishing itself as a leading brand in several European countries, Haier Europe reported a 9.2% revenue increase in the first half of 2024, marking its eighth consecutive year as a fast-growing appliance company. Globally, Haier has ranked first as the largest appliance brand for the past 16 years, according to Euromonitor.

Commitment to Sustainability and ESG Initiatives

The partnership with AO underscores Haier and AO's shared commitment to environmental responsibility. Together, they advocate for a greener future for both sports and lifestyle, promoting positive change for the environment and communities worldwide.

During the AO tournament, Haier will showcase a range of eco-friendly products designed to offer visitors an immersive experience that supports a greener, healthier lifestyle, extending sustainable living beyond the tournament into everyday life. For Haier, implementing ESG principles has always been an integral part of its corporate strategy. On November 28, 2023, Haier Smart Home was the sole Chinese home appliance manufacturer to receive the SMI "Earth Charter" badge, and on January 18, 2024, it was recognized as one of the UK’s top employers. Notably, it is the only home appliance brand to receive this award for two consecutive years.

As sports cross boundaries, so does Haier’s vision for a better life. The company remains committed to creating a smarter, better life for everyone around the globe.