Haier Group in Consumer Appliances

July 2023

Haier Group is a world leader in consumer appliances. It realised strong growth over the past years despite the pandemic-related adversities with a multi-brand, connectivity-focused strategy. It has the potential of not only penetrating more markets with competitive products but also revolutionising smart home with its pioneering Three-winged Bird initiative. Haier is set to continue cashing in its technological prowess and brand dominance as a disruptor of the industry from the global south.

USD 570
Request More Information


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

This report comes in PPT.


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.

Executive summary
Top companies at a glance: Haier ranks second, with a robust performance in recent years
Haier Group’s global footprint: The fastest growing of the leading companies
Company overview: Showing resilience amidst market downturn
Growth decomposition: Keeping up with the smart home transformation
Exposure to growth: Key markets of China and the US still at the centre
Projected rankings: Maintaining the lead amidst expected turbulence
Relative performance: Consolidating lead across categories and geographies
Competitor overlap: Whirlpool globally and Midea at home
Key categories and markets: World leader in refrigeration and home laundry appliances
Globalised knowledge, localised solutions: Haier’s brand strategy and production layout
Key brands: Haier building a global presence through locally recognised brands
Major appliance sales by region: Asia Pacific and North America in the lead
Top countries by category: Refrigeration and home laundry appliances as the backbone
Projected major appliance sales: In search of markets with potential for sustainable growth
Small appliance sales by region
Top countries by category
Projected small appliance sales
The foundations: A full range of Haier brands serving every customer, at home and abroad
The Casarte way of premiumisation: Brand new designs and globally empowered features
Three-winged Bird and Haier’s grand scheme of challenging existing perceptions in the home
Full-cycle smart home ecosystem aiming to create a virtuous circle of added value
Key findings
Projected company sales: FAQs
Projected company sales: FAQs

Consumer Appliances

Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.

See All of Our Definitions

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 extraction Free!