Haier: +27% in the first quarter 2021


Haier Smart Home presented its Q1 2021 financial results showing operating revenue of 7 billion euro and an increase of 27% year-on-year. Overseas revenue increased by 24.6% yoy, with revenue growth of over 40% in high-end products. In 2020 the company registered a global turnover of about 26.5 billion euro, with smart appliances sales increased by 29% globally. Haier Europe achieved revenues of about 2.1 billion euro in 2020, with an increase of 8.7% yoy. It ranks fifth in the European home appliance industry with a 7.2% market share (Source Euromonitor International Limited, consumer appliances 2021, % units share, 2020 volume sales data).

«2020 was certainly an unprecedented year – said Yannick Fierling, CEO at Haier Europe – with many headwinds and we always have had people safety as our top priority. We committed to guaranteeing business continuity and serving our consumers: our financial results show that all of our efforts are paying back. We have an ambitious long-range plan and growth strategy for Europe for the years ahead and the positive Q1 2021 performance we have already registered clearly shows we are on the right track.»

Headquartered in Italy, Haier Europe is consolidating its European position in the fields of connectivity and IoT with a multi-brand strategy: the company owns the three brands Candy, Hoover and Haier. Amid this strategy, the company has enhanced market scale and overall profitability and is continuing to focus on high-end brands, with Haier brand growing nearly 20%, and feature highly innovative products.

In the transformation journey from a traditional manufacturing company into a co-creation and IoT community ecosystem, the company aims to foster its cloud platforms strategy through latest novelties such as the hOn Smart Home Experience, conceived to connect all the appliances of Haier Europe brands in a single and intuitive living ecosystem: hOn. It was officially presented at IFA 2020 and won the Red Dot Award in the category Brands & Communication Design 2020.