“From being remembered by the world to being deeply loved by the world – The path of Haili’s Chinese brand’s evolution”

“From being remembered by the world to being deeply loved by the world” – The path of upgrading Chinese brands like Haier

Haier announced that it will become the global official partner for European Champions League and other competitions starting from the 2027/2028 season until the 2030/2031 season. On the same day, Haier showcased its AI-enabled smart living ecosystem at the International Consumer Electronics Show (IFA 2026). Wang Meiyan, vice president of Haier Group, said that the brand needs to transcend physical distances and cultural differences to achieve a higher level of recognition from “being remembered” to “being deeply loved.” Since its first export to Germany in 1991, Haier has adhered to the strategies of independent brand creation and localization, and has ranked first in global retail sales of large household appliances for 17 consecutive years. In 2025, China’s share of overseas home appliance market increased to 10.9%, with Haier accounting for 47.3%. Currently, Haier has established six industrial ecosystems, including smart homes and big health, and ranks first globally in applications for inventions related to smart homes.