Haier has confirmed it is the number one company globally in major appliances for the sixth consecutive year with 16.3% market share – compared to less than 10% for the closest following brand, according to Haier Europe CEO, Yannick Fierling (pictured).

“We are the biggest home appliance company in the world with a presence in over 160 markets, an annual turnover of 32.5 billion Euro and 100,000 employees,” Fierling said during the company’s press conference at IFA in Berlin,

“Haier has 29 industrial sites, more than 108 marketing centres and more than 122 factories around the globe. We have opened three new factories in the last three years alone and have plans to open a further three factories by 2025 for cooking and dishwasher production.”

Media representation at the Haier press conference.

Haier claims to have 22.1% market share in refrigeration, 22.2% in laundry, 22% in freezers and 21.9% in wine cabinets, and plans to further build this over the next five years.

By region, Haier claims more than 20% market share in Asia, 11.6% in Australia and New Zealand led by Fisher & Paykel, third in the American market and fourth in the European market with 8.1% market share.

Connectivity is at the heart of Haier’s strategy with the brand selling 35 million connected appliances globally in 2021 and reaching 115 million registered users. “We want to become a leader in the Internet of Things (IoT) space and we are working towards 100% of our appliances being Wi-Fi enabled.”

Moving forward, Haier will continue to reinforce its product leadership and better understand consumer behaviour to improve in-home experiences.