#Paris #France #Haier Group #Roland-Garros #Tennis Excellence

The Synergy of Excellence: Haier's Strategic Partnership with Roland-Garros

The iconic courts of Roland-Garros are once again alive with energy and elegance as the prestigious French Open enters its final phase in 2025. At the heart of this grand sporting event, Haier proudly marks the third anniversary of its strategic partnership with Roland-Garros, a collaboration that began in 2023 and embodies a shared commitment to excellence, innovation, and resilience—values resonating both on the court and within Haier's global vision for premium living.

Anchoring Strength and Grace

A Journey Towards Excellence

While every Grand Slam tournament challenges the determination and skills of players, Roland-Garros stands out due to its requirement of strategy, resilience, and endurance on clay. Haier's own journey to becoming a global brand started in 1990, where it took 25 years of unwavering determination to achieve financial balance in overseas markets. This reflects the perseverance and long-term vision defining both sports and business.

Not only does Roland-Garros symbolize endurance; it also epitomizes global prestige and refined standards—principles that have seen Haier establish its reputation as a luxury brand in Europe. Together, they represent a potent synergy of perseverance and sophistication on the world stage.

Harmonizing Heritage and Innovation

Premium Endeavors in France

In an era where the push for smart and sustainable innovations accelerates, the AI Summit 2025 in Paris exemplifies their shared international ambition for inclusive, energy-efficient, human-centric technologies. In this context, Haier has positioned itself at the forefront.

The Haier Langjing X11 washing machine, showcased proudly in France, demonstrates a commitment to sustainability by delivering a 60% energy saving compared to stringent European Class A standards—a key advantage in a landscape of growing energy concerns. With premium price points (reflected in a price index of 275 in Poland and 375 in the UK), the Langjing X11 solidifies Haier's innovative position among top-tier appliances.

In 2024, Haier achieved a brand awareness rate of 47% in France, underlining its rising influence among discerning consumers.

Strategic Expansion and Localization

Deep Roots and Localized Excellence in Europe

Haier's success in France is the outcome of a long-standing commitment to deep localization and strategic expansion across Europe. Since entering the German market in the 1990s, Haier has built a robust and stable presence throughout the continent by consistently focusing on innovation and user needs.

At the core of Haier’s European growth lies its 3-in-1 strategy (localized R&D, manufacturing, and marketing), allowing the brand to respond swiftly and effectively to local demands. For instance, in the European market where air conditioner penetration lingers below 5%, Haier introduced a smart air conditioning solution with simplified installation, precisely catering to local needs.

The spirit of perseverance and the commitment to innovate, grounded in a deep understanding of local markets, drive Haier's steady ascent in multiple European countries. The brand continues to lead in Europe.

This successful story mirrors Haier's steadfast dedication to innovation and localization embedded in its 3-in-1 strategy, which supports a strong market presence and recognizability, with brand awareness reaching approximately 30% across Europe in 2024.

Commitment to ESG Initiatives

Paving the Path Towards a Greener Future

The partnership between Haier and Roland-Garros extends beyond the courts, representing a shared dedication to promoting healthy lifestyles, social responsibility, and establishing sustainable values for communities worldwide. At Roland-Garros, Haier brought its ESG values to life through an immersive experience, showcasing its latest advancements in sustainable technologies.

Haier demonstrated its firm commitment to supporting the next generation by collaborating with Open Stade Français to organize the "Haier Fans Cup," offering young champions unique opportunities to participate in tournaments and meet former WTA number one Ana Ivanovic.

Further showcasing its people-centric and innovative approach, Haier France was awarded a gold certificate for excellent onboarding processes from Workelo, proving its commitment to creating a future-ready workplace.

From households to communities, and from sustainable technologies to human-centric management, Haier sets a new standard for global brands.