Haier could soon expand into the Australian television market, depending on retailer interest in its new global TV range. One major retailer told ChannelNews they “would be interested to chat” about the possibility.

The move comes as Australia’s TV market continues to face challenges, while Chinese brands steadily gain share. Haier is preparing to roll out QLED, OLED and QD-Mini LED TVs globally in 2026, including large-format models such as a 115-inch QD-Mini LED and a 100-inch Mini LED Array TV. Some units will also feature a premium audio system developed in partnership with KEF.

At IFA 2025, Haier showcased five models, including 75-inch, 85-inch and 100-inch Mini LED sets, plus 85-inch and 115-inch QD-Mini LED TVs. The 85-inch QD-Mini LED model boasts a 240Hz refresh rate, dedicated Game Mode with refresh rate synchronisation, and support for AMD Freesync Premium Pro. The 85-inch Mini LED version offers a 144Hz refresh rate.

Haier is leveraging TCL’s AIPQ AI image-processing technology and confirmed that some panels are sourced from a mix of suppliers. Executives acknowledged that, like Samsung, LG and Sony, certain models could be OEM-manufactured. ChannelNews understands TCL is the manufacturer.

Audio performance is another selling point, with KEF providing sound systems across the line-up. Dolby Atmos will also be included in select 75-inch Mini LED models, a size Samsung has identified as a “sweet spot” for Australian buyers.

Haier confirmed its new TVs will debut in the UK in the first quarter of 2026, with Australia a potential follow-on market. However, one executive cautioned that success here will depend on retail support and market conditions:

“The TV market in Australia needs to improve. Whether we sell there is going to be up to the retailers and what volume can be achieved,” the executive said.

– prices are unknown at this stage, but I would assume the majority will fall into the four-figure range.