Haier's smart home dominates us, asia & australia; eyes europe for global leadership
Haier is rapidly expanding its global footprint, fueled by the surging popularity of connected home appliances. The company’s Haier Smart Home ecosystem now reigns supreme in the United States, Asia, and Australia-New Zealand, signaling a significant shift in the appliance market.
Spain becomes key battleground for haier's expansion
The Chinese giant is now intensifying its efforts in Europe and South America, with Spain emerging as a particularly important market. Haier closed out 2025 as the second-largest appliance group in Spain, demonstrating remarkable growth and positioning itself to become the preferred brand for consumers in key segments. Spain has, in fact, become the country within Europe with the highest sales volume for the Haier brand.
This ascent is underpinned by a trifecta of factors: the growing demand for connected products, spearheaded by the Haier Smart Home platform with its hOn Technology; a robust commercial strategy; and a dual-brand approach that has doubled the company’s business since 2021. Haier aims to elevate itself as a premium brand, prioritizing the transition from simply selling products to delivering holistic experiences.
“We are focused on leading the transition to the smart home, working closely with retailers and putting the consumer at the center,” explained Xavier Rofes, CEO of Haier Smart Home Iberia. This aligns with the RenDanHeyi philosophy, which seeks to bridge the gap between innovation and everyday life, moving beyond just the product to encompass connectivity, services, and a digital ecosystem.
Hon drives connected growth
Connectivity is a major driver of Haier’s success in Spain, with 60% of sales now originating from connected products. The hOn app, which manages the Haier Smart Home ecosystem, boasts over 9.5 million users and an average rating of 4.3 stars. This indicates a clear consumer appetite for appliances that are not only efficient but also intuitive and customizable.
Haier's strategic investment in product innovation is evident in the launch of the Horizon refrigerator with NutriBank Technology and the Steam ID Series ovens featuring Bionicook. Complementing this, Candy has reinforced its market position with a refreshed brand identity and a diverse product line. The Candy MultiWash, with its three independent drums, allows users to wash different types of laundry simultaneously – a concept slated to expand to six drums.
The group's sustained double-digit growth is bolstered by a network of 143 manufacturing facilities, 35 industrial parks, and 230,000 retail outlets. Haier projects profits exceeding €500 million for 2026 and beyond. The dual-brand strategy—Haier and Candy—allows the company to address a broad spectrum of consumer needs and preferences within the Spanish market. The focus is on high-capacity, energy-efficient appliances with advanced digital controls.
The company’s commitment to a seamless user experience is evident in initiatives like Haier Washpass, an intelligent washing machine that automatically orders detergent through a subscription service.
Haier’s trajectory signals a fundamental shift in consumer expectations – a move towards appliances that anticipate needs and integrate seamlessly into daily life. The company isn’t just selling appliances; they are building ecosystems.