Haier has long been a leader in the dryer market, especially in Europe and among American consumers. In the U.S., the ratio of washing machines to dryers is 1:0.9, while in Europe it's 1:0.6, showing that dryers are well-established in these regions. The market is mature, with a clear brand structure already in place. Despite this, Haier has managed to secure a strong position globally. Unlike many other brands that rely on OEM exports, Haier focuses on building its own international brand, using global recognition to win over local customers.
In Australia and New Zealand, Haier Dryer stands out as the only Chinese brand in the market, yet it’s also the top choice. According to GFK data, there are seven major brands in the Australian dryer market, collectively holding 90% of the share. Haier achieved an impressive 32% market share, claiming the number one spot. Its condensing dryer segment reached 32%, nearly double that of the second-place brand.
In New Zealand, Haier also performed exceptionally well. As of July 2017, Haier dryers captured 50.4% of the market, up by 7 percentage points from January, meaning it now controls nearly half of the local market.
Haier's success in Australia can be attributed to its “three-in-one†globalization strategy. By understanding local consumer habits, Haier found that New Zealanders prioritize cost-effectiveness, energy efficiency, and design. Based on this, Haier introduced upright dryers in 4KG, 5KG, and 6KG sizes, with energy ratings up to two stars. It also redesigned the operation flow to be left-to-right, better matching local preferences. In Australia, Haier focused on condensing dryers featuring anti-tangle technology, ensuring even drying without wrinkles, and often sold them alongside washing machines for a complete laundry experience.
Domestically, Haier dryers are also gaining recognition. Although the domestic dryer market is still in its early stages, there's a growing trend toward high-end products. Haier has launched the SUNNY mini dryer for children's clothing and heat pump condensing dryers for premium garments, both receiving positive feedback. The heat pump dryer, in particular, can dry clothes in just 30 minutes, setting a new industry standard and offering users a fast, efficient solution.
Over the past 12 years, Haier has consistently focused on user needs through its "One Person, One" model. This approach emphasizes bottom-up innovation, continuously meeting global consumer demands and creating long-term value. In the dryer industry, Haier has made it a priority to develop professional products that truly meet user expectations. Experts believe that the "One Person, One" model is becoming the next big trend, offering a blueprint for how companies can transform and grow in the future.
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