Core 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]

Core Insights - Haier Europe has achieved its goal of reaching a 60% renewable energy usage target by the end of 2025, ahead of schedule, providing a model for green transformation in the global home appliance industry [1] - The company has set new sustainability targets for 2030, certified by the Science Based Targets initiative (SBTi), aligning its emission reduction pathways with the Paris Agreement [1] - Haier Europe aims to reduce direct emissions and indirect emissions from purchased energy by 50% compared to a baseline year, and reduce all value chain indirect emissions by 42% compared to the 2021 baseline [1] Product Innovation - The company has developed an ESG implementation system that integrates product innovation, production transformation, and marketing practices [1] - The X11 washing machine achieves an energy efficiency rating of A-60%, saving 60% more energy compared to standard A-rated models [1] - The ID6 series oven features Bionicook technology, achieving an energy efficiency rating of A++ [1] Production Upgrades - Haier Europe's factories have an overall recycling rate of 98%, with the Eskişehir center in Turkey exceeding 99% and receiving the DIN SPEC91436 zero waste landfill certification [2] - The proportion of hazardous waste has been reduced to 1%, halving the previous level, demonstrating a synergy between production and environmental protection [2] Marketing Practices - In Italy, Haier Europe has partnered with ESO to initiate a shoe recycling program, converting old shoes into eco-friendly materials for playgrounds and tracks [2] - In the UK, the company supports energy-efficient homes by providing a complete set of energy-saving appliances, including the X11 washing machine and heat pump dryer [2] - Haier Europe integrates environmental concepts throughout its business chain, from low-carbon technology research and development to green production processes and consumer guidance for sustainable living [2]

Group 1 - GfK data shows that in the first half of 2025, online sales and revenue of washing machines in China increased year-on-year, with Haier leading the market with a 30.2% share [1] - According to Euromonitor International, Haier and Midea rank first and second globally in the washing machine market, with Haier holding a 23.1% share and Midea a 10.4% share, together accounting for 33.5% of the global market [2] - Haier has maintained its position as the global leader in washing machines for 16 consecutive years, with its retail volume nearly three times that of LG, Beko, and Samsung in 2024, and its market share continues to rise [2] Group 2 - The success of Chinese washing machines in the global market is attributed to product innovation centered around user needs, exemplified by Haier's customized solutions for different markets [4] - Haier's X11 washing machine, which saves 60% energy, addresses European environmental concerns, while the L+ washing machine meets Southeast Asian demands for washing large items with AI technology [4] - The global washing machine market is expected to grow to $66.91 billion by 2025 and potentially exceed $115.82 billion by 2032, with Chinese brands like Haier and Midea poised to strengthen their global competitiveness through technological innovation and user insights [4]

Core Insights - The 2025 Fortune Global 500 list highlights the competitive landscape of the global home appliance industry, with a record 130 Chinese companies making the list, reflecting their revenue growth and strong profitability [1][5] - Haier Smart Home, which has been on the list for eight consecutive years, improved its ranking to 390th, up 17 places from the previous year, showcasing its global growth momentum [1][5] Group 1: Brand and Market Positioning - Haier Smart Home has established a global brand matrix that supports its market leadership by meeting diverse consumer needs across different regions [3] - In the domestic high-end market, Haier's premium brand Casarte holds a 70% market share, with a revenue increase of over 20% in the first quarter [3] - The company has achieved significant growth in both mature and emerging markets, with revenue increases of over 30% in South Asia, over 20% in Southeast Asia, and 50% in the Middle East and Africa in the first quarter of 2025 [3] Group 2: Innovation and Product Development - Haier Smart Home focuses on personalized innovation to meet diverse consumer demands, launching products like the Leader washing machine and the energy-efficient X11 washing machine tailored for different markets [6][4] - The company has integrated global resources to drive technological innovation and product iteration, positioning itself as a leader in smart home technology [6][7] Group 3: Supply Chain and Localization - Haier Smart Home has built a comprehensive global supply chain with 35 industrial parks and 163 manufacturing centers, allowing for rapid response to consumer needs and high-quality product output [8] - The company emphasizes localized production as a key strategy for market penetration, achieving over 80% local manufacturing in North America, which supports higher brand premiums and mitigates external risks [10] - In Southeast Asia, Haier has established 11 factories to localize production, leading to significant growth in core appliance categories despite overall market declines [10]

Core Insights - Haier Smart Home has successfully redefined global home appliance standards through innovative product designs that resonate with consumer needs [1][3][5] Financial Performance - In Q1 2025, Haier Smart Home reported a revenue of 79.12 billion yuan, representing a 10% year-on-year growth [1] - The net profit attributable to shareholders reached 5.49 billion yuan, up 15% year-on-year, while the net profit excluding non-recurring items was 5.364 billion yuan, reflecting a 15.61% increase [1] Consumer-Centric Innovation - The company has engaged deeply with consumers, turning feedback into successful products like the "lazy three-tub washing machine," which sold over 20,000 units within 16 hours of launch [3][6] - The "Milan Wave" refrigerator's design and name were chosen through user voting, leading to over 400,000 units sold within two quarters [8] Technological Advancements - Haier's high-end brand Casarte introduced the world's first AI-powered home appliances that can recognize fabric types and adjust cooking modes based on family size, enhancing user convenience [3][6] Global Market Strategy - Haier Smart Home's overseas revenue grew by 13% in Q1, with significant growth in North America (over 10%) and emerging markets like South Asia (over 30%) and the Middle East (50%) [10] - The company is expanding its global supply chain, with new AI-enabled factories set to enhance production capabilities [10] User Engagement and Customization - By utilizing AI and digital technologies, Haier has transformed users from passive consumers to active co-creators, fostering emotional connections with products [6][8] - The company tailors its offerings to meet regional needs, such as energy-efficient appliances for Europe and UV sterilization features for Southeast Asia [10]

导 语：海尔智家Q1业绩的超预期表现，既是其全球化战略与用户思维的阶段性成果，也为家电行业的战局'升维'拉开序幕。 作为一个以自有品牌出海的中国家电品牌，海尔智家能让世界各地的用户都有满意的使用体验，难度不可谓不大。 比如在节能环保最严苛的欧洲，用户对于家电的选择会以环保节能为主。基于这样的用户需求，海尔智家推出的X11洗衣机，比欧洲A级能耗节能 60%。 在东南亚地区，用户的需求又有了明显的差异。由于当地气候炎热，空调几乎一年四季不停，因此节能省电成为用户的一大需求。海尔智家推出的 UV COOL VOICE系列空调，可以通过AI节能功能，实现电量可视化，为当地用户提供节能省电的解决方案。 而在中东非地区，气候炎热干燥，尤其是夏季，温度常常突破40度以上，甚至在一些极端情况下，温度可以达到50度。而大多数空调在高温下无法 正常运转，海尔智家推出的uvc变频空调就解决了这一难题。 全球用户的细分需求也正在被海尔智家挖掘。在沙特，用户戴头巾、着长袍的穿衣传统下，海尔智家研发出了具有大袍子洗程序的超大筒径洗衣 机；在泰国，"会洗澡"的空调解决了当地人的空调清洗难题等等。 4月29日，海尔智家发布了2025一季报。 ...