Haier Group in Consumer Appliances

November 2020

Haier Group is a world leader in major appliances and air conditioners. Acquisitions and agile responses to changing consumer needs have helped Haier secure growth even in difficult market conditions. A multi-brand line-up allows Haier to target various price segments. Smart home is Haier’s core strategy, and in 2020, cross industry collaborations helped it launch smart home experiences rather than just appliances. Such initiatives will have a long-term impact on consumer appliances.

USD 570
Request More Information


Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).


Euromonitor International's report on Haier Group delivers a detailed strategic analysis of the company's business, examining its performance in the Consumer Appliances market and the global economy. Company and market share data provide a detailed look at the financial position of Haier Group, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Haier Group.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Haier Group provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Consumer Appliances research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Scope of the Report

Executive summary

State of Play

Annual retail volume >100 million; Haier Group ranks fourth worldwide
Haier Group’s global footprint: rapid expansion in Russia
Haier’s sales dominated by major appliances and air conditioners
Growth decomposition: rising market share is the biggest driver
China: Agile response to changing consumer needs boosts Haier’s share

Exposure to Future Growth

Health-related features to support post-pandemic recovery
Haier Group projected to maintain top ranking by value

Competitive Positioning

Haier secured a marginal share gain in 2020
Whirlpool is the top competitor as Haier expands its global footprint
Southeast Asia can spur rapid growth
Vacuum cleaners a white space in the US and Asia
Vacuum cleaner growth to continue after the pandemic
Multi-brand strategy contributes to long-term success

Major Appliances

Haier Group grew in all regions except the Middle East and Africa
Clear dominance of refrigeration and home laundry
Home laundry in China expected to fuel Haier’s growth

Smart Home Initiatives

Penetrate into more smart homes through non-retail
WashPass subscription pioneered in the UK

Key Findings

Executive summary


Projected company s ales: FAQs
Projected company s ales: FAQs

Why buy this report:

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions


If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page