HAIER SMART HOME(SH:600690) Zhong Guo Jin Rong Xin Xi Wang·2025-06-12 12:14Core Viewpoint - Haier officially launched its new brand Haier care at the 2025 Shanghai International Elderly Care, Aids, and Rehabilitation Medical Expo, aiming to become the leading brand in China's elderly care industry, showcasing its strategic layout and innovative strength in the smart elderly care sector [1][3]. Industry Context - The elderly care market, valued in the trillions, faces structural challenges such as an incomplete regulatory framework and inconsistent product quality and service standards. The lack of leading brands hampers the market's quality upgrade and affects the consumer experience for the elderly [3]. - In response to these challenges, the State Council issued a document in 2024 to support the incubation of new brands in the elderly care economy, highlighting the importance of Haier's launch of Haier care as a proactive response to national strategies [3]. Company Strategy - Haier has been strategically positioning itself in the elderly care sector since 2022, developing a comprehensive smart elderly care solution known as the 1+5+N model, which includes user interaction, strategic partnerships, and industry positioning [5]. - The introduction of Haier care marks a new journey for Haier in product innovation and ecosystem building, with a commitment to becoming a global leader in smart elderly care solutions [5][6]. Technological Innovation - AI technology is increasingly penetrating various industries, providing new solutions to the challenges posed by an aging population, such as workforce shortages and resource misallocation. Haier is leveraging AI to create smart elderly care solutions [6][8]. - The launch event showcased several AI-powered products, including the AI infrared therapy mat and AI exoskeleton robot, reflecting Haier's deep commitment to innovation in elderly care technology [8]. Brand Values - The Haier care brand emphasizes four core values represented by the acronym C-A-R-E: Convenience, Activity, Responsibility, and Ease, which are illustrated through real-life stories of individuals benefiting from Haier's products [10][11][12]. - The mission of Haier care is to ensure that all parents can enjoy life with dignity, focusing on the needs of various elderly demographics and enhancing their quality of life through technology [12].