Integrated all models into smart homes based on a multi-brand marketing strategy.

Haier showcased the capabilities of its six major global sub-brands at the 2018 Appliances & Electronics World Expo (AWE). Haier plans to build a portfolio of customized smart home solutions for the new Internet of Things (IoT) era.

Haier has been coordinating the development of six major brands, including GE Appliances in the US, Fisher & Paykel in New Zealand, AQUA in Japan, and three Chinese homegrown brands: Haier, Casarte, and Leader, based on a multi-brand marketing strategy. Now, all models across all brands can be integrated into a smart home equipped with Haier solution products.

"All our efforts to make our brand more upscale, smart and more popular within the community are starting to pay off," said Li Huagang, Haier Group Vice President and Chief Marketing Officer of China.



Haier shifted away from a single-brand strategy last year, with international revenue increasing 20% to 241.9 billion yuan, operating profit up 41%, and international market share reaching 10.5%.

With six major Haier brands achieving simultaneous growth, Haier has become a global player in the home appliance sector. This has laid the foundation for Haier to become a pioneer in the smart home sector. This strategy builds on Haier's strengths in hardware, solutions, and smart technology. This strength stems from Haier's international R&D and manufacturing capabilities.

This same concept applies to all aspects of maintaining a smart home through solutions. With advanced data support, Haier can pay attention to even the smallest details and detect user needs, such as recipe recommendations or airflow control.