HAIER SMART HOME(SH:600690) Zhong Guo Zhi Liang Xin Wen Wang·2025-09-05 06:32Core Insights - Haier Europe has announced a long-term strategic partnership with two major European football clubs, Liverpool FC and Paris Saint-Germain (PSG), becoming their global official partner [1][2][3] Group 1: Partnership Details - The collaboration will involve deep exploration in various scenarios such as stadium displays and fan interactions [3] - Liverpool FC, founded in 1892, has a remarkable history with 20 English top-flight league titles and over 200 million social media followers [3] - PSG, established in 1970, recently won its first UEFA Champions League title in 2025 and has over 500 million global fans [3] Group 2: Brand Positioning and Market Strategy - Haier has a long-standing relationship with Liverpool, having sponsored the team in the late 1980s and early 1990s [3] - The partnership aims to enhance brand recognition and user experience globally, aligning with the clubs' extensive international fan bases [3][5] - Haier has been active in the European market for 35 years, maintaining a strong growth rate and becoming a beloved local brand with a product price index of 130, indicating a 30% premium over local products [4] Group 3: Broader Sports Engagement - The company has developed a diverse sports interaction system over 20 years, collaborating with various sports including basketball, tennis, and motorsports [5] - In addition to Liverpool and PSG, Haier has also partnered with Spain's La Liga, Portugal's Primeira Liga, and Morocco's Royal Football Federation, while continuing its relationship with the ATP [5] Group 4: Vision and Future Plans - Haier aims to leverage top-tier sports resources to enhance its global service and local engagement, aspiring to create a smart and beautiful life for users worldwide [6]