Haier is reinforcing its ambitions in Australia by broadening its footprint well beyond household appliances, signalling that the local market sits at the centre of its long-term global plans. The Chinese technology group, which is an official partner of the Australian Open, is using the 2026 tournament as a platform to underline its intention to treat Australia as a strategic base rather than a short-lived growth play.

While the company remains best known for fridges, washing machines and other home essentials, its healthcare arm has quietly been building momentum. By the end of 2025, Haier Biomedical supplied a major package of cryogenic storage equipment to the Centre for Childhood Cancer Research, a leading Australian institution focused on improving outcomes for children with cancer. The delivery included multiple liquid nitrogen containers and ultra-low temperature freezers, equipment designed to preserve sensitive biological samples that underpin medical breakthroughs. The move highlights how Haier is extending its reach from domestic kitchens and laundries into laboratories where research outcomes can be life changing.

The Australian Open partnership has also become a key part of that broader story. Announced in late 2024, the deal gives Haier exposure through one of the world’s most watched sporting events, helping it connect emotionally with local consumers while projecting a message of sustainability and smart living to an international audience. On-site demonstrations and fan-focused activations during the tournament have been used to link elite sport with energy-conscious home technology.

On the consumer side, Haier has continued to tailor products to Australian habits, with a focus on large-capacity appliances, high energy efficiency and integrated laundry solutions suited to family homes. Recent releases have included ultra-efficient refrigerators, frost-free freezers and combined washer-dryer systems designed around local usage patterns.

The company has also been investing heavily in its retail relationships. Toward the end of 2025, Haier Australia staged a dedicated cooking expo in Sydney for Harvey Norman, showcasing appliances in action and outlining strategies to expand distribution across the country.

Across Australia and New Zealand, Haier and Fisher & Paykel now hold a strong combined position in white goods. Haier accounts for roughly one fifth of the Australian market, while Fisher & Paykel commands more than two fifths in New Zealand. Together, the brands represent close to a third of Harvey Norman’s commercial sales, reinforcing their influence in the region.

Australia-New Zealand has been identified by Haier Smart Home as a priority region within its multi-brand strategy, with shared research, development and supply chain resources feeding into products customised for local expectations. From connected appliances to biomedical storage systems, Haier is positioning itself as a long-term technology partner for Australian households and institutions, with further cross-sector collaboration firmly on the agenda.