On January 8, research firm Euromonitor International released a report indicating that Haier once again secured the top position globally in retail volume for major home appliance brands in 2025, achieving the feat of being the world leader for 17 consecutive years. Concurrently, Haier's four core product categories—refrigerators, washing machines, wine coolers, and freezers—all maintained their number one global rankings. Against the backdrop of intensified competition and a complex, volatile market environment in the home appliance industry in 2025, Haier's global market share has steadily increased from 6.3% since it first claimed the top spot in 2009 to 12.1%, achieving a "five consecutive years of growth" in share over the past five years.
On another front, Haier Smart Home has anchored itself in the smart living sector, completing a transformation from a traditional appliance manufacturer to a platform-based service ecosystem enterprise. Leveraging an innovative model defined by software and scenarios, it is driving synergistic growth between smart appliances and full-scenario services, breaking through the growth bottleneck of single product sales.
The achievement is underpinned by the deep implementation of Haier Smart Home's "126" strategy. The "1" refers to the Haier Smart Home channel, providing users with whole-house smart appliance management and one-stop ecosystem services for clothing, food, living, and entertainment. The "2" represents customer-oriented business platforms and full-lifecycle user platforms, achieving dual enhancement of commercial value and user experience. The "6" signifies six core capabilities: globalization, premiumization, digitalization, intelligentization, ecosystemization, and green transformation.
In terms of global layout, Haier has moved beyond a simple product export model, deploying ten major capabilities—including sales, R&D, and manufacturing—comprehensively worldwide. For instance, after the "Lazy Person Three-Drum Washing Machine," co-created with users, became a hit domestically, it was rapidly adapted for Southeast Asian climates with added features like essence wash and fragrance-lock wash, and equipped with more efficient, energy-saving programs to meet European energy conservation demands.
In the premiumization domain, technological innovation has become the core driver. The Haier Mailang Refrigerator sold over one million units within three quarters of its launch, and the Leader Lazy Person Washing Machine accumulated sales exceeding 300,000 units. Casarte has led the domestic high-end market for nine consecutive years, while GE Appliances in the US is accelerating its transformation into a "home ecosystem" company, solidifying a comprehensive pattern of high-end leadership across multiple brands and regions.
Digital transformation has significantly enhanced service efficiency, with 80% of specialty stores in counties across China achieving "simultaneous delivery and installation," and full-process visibility markedly optimizing the user experience.
At the intelligentization level, Haier has advanced from "product intelligence" to "scenario intelligence." Products like air conditioners that avoid blowing directly on people and range hoods that monitor cooking pots are making "unmanned housework" a reality. In smart balcony scenarios, AI washing machines can identify color-bleeding risks and coordinate with washing and drying equipment.
Finally, in ecosystem development, Haier has integrated over 66 million ecosystem resource partners, innovating the "human-vehicle-home" ecosystem to extend smart services from the household to mobility scenarios. Achievements in green transformation are substantial: the European X11 washing machine is 70% more energy-efficient than the new European Class A standard, the domestic Lazy Person Three-Drum Washing Machine saves over 50% in time, and Haier Smart Home has become the first leading enterprise in the industry to commit to achieving carbon neutrality in its global operations by 2050.