海尔洗衣机在出海过程中，深耕高端化战略，持续加速全球高端市场拓展。近日，海尔中子洗衣机在捷 克市场首发上市。凭借差异化的功能设计与精准的用户洞察，该产品成功进驻当地头部渠道Datart，并 获得40家门店的VIP出样位，终端售价超2000欧元，价格指数高达570。 海尔洗衣机始终围绕用户需求推进产品矩阵的本地化创新。除了中子洗衣机，还在欧洲推出首创"分区 洗护"的三筒洗衣机、能效A-70%的X11系列洗衣机等，构筑高端市场竞争力，也推动了市场业绩的稳 步增长。在捷克，海尔在洗干一体机及超薄品类份额位居第一。从欧洲整体来看，海尔洗衣机销量销额 已位居中企TOP1，并在波兰、英国、意大利、西班牙等国家多品类实现引领。 产品一经亮相即引发当地用户关注并实现热销，在某门店中，产品尚未完成正式陈列即被用户买走。中 子洗衣机能够快速获得捷克市场认可，根源是其对当地用户高端洗护需求的深度响应。产品通过一体化 设计，实现洗烘功能无缝衔接，同时以超薄平嵌结构适配现代家居空间。在交互层面，产品搭载海尔欧 洲首款TFT触摸彩屏，配合1.6米视高设计，提升了操作的便捷性。此外，3D判干、全时正反转及新风 系统等功能，进一步解决了烘干 ...

Core Insights - Chinese home appliance brands face significant challenges entering the Italian market due to strong local brand loyalty and competition from established Korean brands. However, opportunities exist as evidenced by Haier's strong performance in the region [1] Market Performance - Haier washing machines ranked TOP2 in overall market share in Europe for the first half of 2025, achieving the highest sales volume and revenue among Chinese companies. In Italy, Haier led in both market share and growth rate, with Candy holding the top single-brand share and leading in dryer sales [1] Product Innovation - The Candy Pro Wash 700 washer-dryer set has become a local bestseller, featuring a 40% energy efficiency rating, 54% energy savings compared to traditional models, and 25% water savings. It utilizes Pro Active washing technology to remove 99% of everyday stains and includes an innovative XL soft drum to protect various fabric types [2] Brand Strategy - Haier has established a multi-brand strategy in Italy with Haier, Hoover, and Candy to cater to diverse consumer needs. The Haier X11 washing machine series exceeds European energy standards by 60% and features unique technologies that address common issues, contributing to a 15% increase in high-end market share [3] Local Engagement - Haier actively participates in local community initiatives, such as donating to charity laundry services, enhancing brand perception and engagement in Italy. The company also celebrated Candy's 80th anniversary with a pop-up event in Milan, attracting significant public interest [3] Operational Expansion - Haier has set up R&D centers in Italy and Germany, along with a manufacturing facility in Turkey, allowing for quicker response times and lower costs in the European market. This strategic positioning highlights the potential for Chinese companies to succeed in competitive environments through localized innovation and brand development [4]