At IFA 2025 in Berlin, one brand stood out above the rest — Haier. The global appliance powerhouse, which also owns Fisher & Paykel, impressed retailers and analysts alike with its latest innovations. Executives from Australian retailers  including The Good Guys, told ChannelNews they are eager to bring Haier’s new products to market in 2026.

Currently the company is riding a wave of global momentum. Earlier this year, Haier struck a major sponsorship deal with Tennis Australia, and the numbers back up its ambition: revenue surged to A$29.98 billion, up 10.2% year-on-year, while profit jumped 15.6% to A$2.56 billion — both record highs. Despite this, shares eased 1.1% after the results.

Haier’s overseas business is booming, with revenue climbing 11.6%. In North America, premium brand sales grew at double-digit rates, keeping Haier the No.1 appliance brand in the U.S. despite tariff pressures. In Europe, revenue soared 24.1%, powered by tailored marketing campaigns and — crucially — a heatwave-driven surge in demand for air conditioning. Exports of air conditioners to the EU and UK jumped 16% to 7.9 million units in the first seven months of 2025, Chinese customs data shows.

To cement its position, Haier is doubling down on “local-for-local” manufacturing across the U.S. and other regions, aiming to cut reliance on imports, dodge tariffs, and speed up delivery. The company now operates 10 global R&D centres, 71 research hubs, and 163 factories worldwide.

Vice Chairman and President Liang Haishan summed up the strategy: “True globalisation is not about making everyone the same, it is about becoming part of local stories.”

Sports marketing is a core plank of that localisation drive. Beyond tennis, Haier has inked high-profile deals with Liverpool FC and Paris Saint-Germain — partnerships designed to strengthen brand visibility in Europe, a market the company calls “strategic and innovation-led.”

Financially, Haier Smart Home is backing itself with a planned CNY1–2 billion share buyback over the next 12 months, at up to CNY40 per share — a 43% premium. The repurchased stock will be used for employee incentive schemes.

Looking ahead, Haier says it is well placed to weather market volatility thanks to its multi-brand portfolio, premium positioning, and lean AI-driven operations. The company’s AI Vision series — expanding into smart-home ecosystems — is set to deepen user engagement and reinforce its push into premium living.