Haier traces its origins to the Qingdao Refrigerator Factory, a struggling state-owned enterprise in China. In 1984, Zhang Ruimin assumed management of the factory and introduced strict quality control measures. A defining moment in the company’s history occurred in 1985 when Zhang ordered workers to destroy defective refrigerators with sledgehammers to underscore the importance of quality. This event became a lasting symbol of Haier’s commitment to manufacturing excellence.2

During the 1990s, Haier diversified its product portfolio beyond refrigerators to include washing machines, air conditioners, freezers, microwave ovens, and other household appliances. The company also expanded internationally by establishing manufacturing plants and sales networks across Asia, Europe, the Americas, the Middle East, and Africa.3

Rather than relying solely on exports, Haier pursued a strategy of localised production and marketing in overseas markets, which helped establish a strong international presence. Notable milestones in this expansion include:

• Establishment of manufacturing facilities in the United States and Europe.
• Acquisition of the New Zealand premium appliance brand Fisher & Paykel in 2012.
• Acquisition of GE Appliances from General Electric in 2016, significantly strengthening Haier’s position in North America.
• Expansion of smart home technologies and Internet of Things (IoT) ecosystems for connected appliances.4

Haier manufactures a comprehensive range of consumer products, including:

• Refrigerators and freezers
• Washing machines and dryers
• Air conditioners
• Televisions
• Dishwashers
• Microwave ovens
• Water heaters
• Wine coolers
• Kitchen appliances
• Smart home devices
• Commercial refrigeration equipment
• Healthcare refrigeration systems through Haier Biomedical4

Haier has invested heavily in digital technologies and the Internet of Things (IoT). Its smart home ecosystem enables appliances such as refrigerators, air conditioners, washing machines, and kitchen devices to communicate via cloud-based platforms.

The company also operates digital transformation and industrial internet platforms that support smart manufacturing and enterprise digitalisation. As of mid-2026, Haier reports operating:5

• 10 global R&D centres
• 71 research institutes
• 35 industrial parks
• 173 manufacturing centres
• Approximately 230,000 sales touchpoints worldwide

Haier is noted for its innovative management philosophy known as the Rendanheyi Model, developed by founder Zhang Ruimin. This model encourages decentralised decision-making by organising employees into entrepreneurial micro-enterprises focused directly on customer needs. Instead of adhering to a traditional corporate hierarchy, teams operate with greater autonomy and accountability.6

Haier owns or operates several well-known appliance brands, including:

• Haier
• GE Appliances
• Fisher & Paykel
• Candy
• Hoover
• Casarte
• Leader
• AQUA (in several Asian markets)7

Haier consistently ranks among the world’s leading manufacturers of major home appliances. Its products are sold across Asia, Europe, North America, South America, the Middle East, Africa, and Oceania. The company competes with major global brands such as LG, Samsung, Whirlpool, Bosch, Electrolux, Panasonic, and Midea.8

Haier Group has expanded beyond home appliances into multiple business ecosystems, including:

• Smart Home
• Comprehensive Healthcare
• Digital Economy
• Robotics
• New Energy
• Automotive-related businesses

The group comprises multiple publicly listed subsidiaries and affiliated companies operating across various industries.9

Haier emphasises energy-efficient appliances, environmentally friendly manufacturing, and smart technologies designed to reduce household energy consumption. Green manufacturing initiatives and sustainable industrial development form part of the company’s long-term corporate strategy.10

Haier maintains operations across numerous countries with localised manufacturing, research, and sales organisations. It has established a particularly strong presence in China, Europe, the United States, Southeast Asia, Australia, the Middle East, and Latin America. In many regions, Haier markets products under both its own name and acquired brands to better serve local consumers.11

Through a combination of strict quality control, international expansion, strategic acquisitions, and investment in smart home technologies, Haier has evolved from a small Chinese refrigerator factory into one of the world’s largest home appliance companies. Today, it is recognised as a major global player in household appliances and digital living solutions, serving millions of consumers worldwide.

1. About Haier
2. 会社概要 – ハイアール日本地域
3. Haier Haier Group-Haier Philippines
4. ハイアール日本地域の歩み – ハイアール日本地域
5. Haier Haier PH-Haier Philippines
6. Haier Corporate Profile
7. Haier History, History of Haier
8. Haier Corporation Profile-Haier Malaysia
9. Who We Are: History of Haier Since 1984 – Haier UK
10. History – Haier Europe
11. About Haier | Haier Australia
12. PhilJobNet | Company Details