Haier has long been a trusted name in dryers among European 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 a highly mature market with well-established brand structures. Despite this, Haier has managed to carve out a strong presence in international markets. Unlike other brands that rely on OEM exports, Haier focuses on building its own global brand, aiming to capture local consumers through its international image.
In Australia and New Zealand, Haier Dryer stands out as the only Chinese brand in the market—yet it’s also the leading one. According to GFK data, seven major brands dominate 90% of the Australian dryer market. Among them, Haier holds a 32% share, securing the top spot. Its condensing dryer segment alone reaches 32%, nearly double that of the second-place brand.
In New Zealand, Haier has also performed exceptionally well. As of July 2017, Haier dryers captured 50.4% of the market, up 7 percentage points from January, claiming half of the local market share.
This success in the Australian market stems from Haier’s “three in one†globalization strategy. By analyzing local consumer habits, Haier identified that New Zealanders prioritize cost-effectiveness, energy efficiency, and design. Based on these insights, Haier introduced upright dryers in 4KG, 5KG, and 6KG sizes, featuring two-star energy efficiency and a redesigned left-to-right operation flow that better suits local preferences.
In Australia, Haier focused on condensing dryers equipped with advanced anti-tangle technology, ensuring even drying without wrinkles. These were often sold alongside washing machines, offering a complete laundry solution for local users.
Domestically, Haier dryers are also gaining recognition for their professionalism. Though the domestic dryer market is still in its early stages, it's showing a clear trend toward high-end products. Haier has launched the SUNNY mini dryer for kids' 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, breaking industry speed records and delivering a fast, convenient drying experience.
Over the past 12 years, Haier’s “one person, one†model has consistently prioritized user needs. Through a bottom-up innovation ecosystem, the company continues to meet global consumer demands and create long-term value. In the dryer industry, Haier has made professional, user-centric solutions a core focus. Consumers recognize this effort, and experts suggest that the “one person, one†model could become the next social standard, offering a blueprint for enterprise transformation and growth.
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