Electrical appliance specialist Haier celebrates 40 years in business

International electrical appliance brand Haier has marked its 40th year in business with a celebration in China as it paid tribute to its user base of over one billion.

The Chinese brand held the event in its birthplace of Qingdao in China, with the company's UK & Ireland arm stating that 2025 is "set to be an exciting year for the brand."

Haier’s four decades in business includes a product portfolio spanning across washing, cooling, cooking, and air conditioning appliances, with the company stating that it aims to ensure modern households have access to cutting-edge technology.

Diego Perrone, Managing Director of Haier UK & Ireland, said: “This is a huge milestone for the business, and we are so proud of all the developments and innovations that we have achieved. 2025 is set to be an exciting year for the brand as we continue on our journey to bring innovative appliances to consumers based on their needs, as we are always operating on a zero distance to consumer approach.”

Zhou Yunjie, Chairman of the Board and CEO of Haier Group, emphasised the role of Haier’s global users, partners, employees, and society in shaping the brand's success: “Since 1984, our journey has been defined by sincerity, innovation, and entrepreneurship. For 40 years, we’ve remained committed to ‘sincerity forever,’ maintaining zero distance with our users, and embracing the philosophy of ‘The highest goodness is like water,’ contributing selflessly to society.”

Zhou further emphasised the role of Haier’s global users, partners, employees, and society in shaping the brand's success, stating that their “guidance, support, and challenges motivate us to exceed expectations.”