It may be one of the largest appliance groups in the world, a leader in certain categories, but still chasing a certain notoriety. Compared to other giants such as Samsung, LG and Apple, Haier has nothing to be ashamed of in terms of turnover and sales in its category. The group, which also owns Hoover, Candy and Rosières, three brands acquired in September 2018, is one of the largest specialists in consumer appliances, from washing machines to connected ovens and refrigerators, all with increasing innovation and connectivity. Its hOn application, which brings together all its ecosystems and brands, has more than 10 million users.
Despite strong growth of 15% in the first half of 2025 in France, where the group has been present since 2005, Haier wants to look further, with an ambitious goal: “We want to double the business in the coming years,” acknowledges Christophe Salmon, CEO of Haier France. And to achieve this, it knows that greater knowledge is necessary and the need to consolidate the premium image of the brand among consumers. “One in every two French people knows us. We have gained almost 10% more notoriety, that is, 5 points. But we still have to make ourselves known to consumers,” he tells us.
Although Haier is a giant in China, Christophe Salmon knows that in France it is still “small” compared to the size of the market and to its competitors, which are 4 to 5 times larger than it. But it wants to take advantage of the brand’s considered very premium image. “That’s why we know that we can’t just stick to household appliances,” admits the manager.
Follow PSG’s exploits from the stadium to the couch
At IFA 2025, held last September in Berlin (Germany), Haier went on the offensive, with a new strategy to make people talk about itself. And the group, now in their forties, hopes that the winning movement will come from sports. Very present in tennis through a collaboration with numerous important tournaments (French Open at Roland-Garros, Australian Open, Madrid Masters, etc.), Haier had initially chosen a sport that symbolizes “performance, excellence, innovation and also resilience. Everything we want to do”, explains Christophe Salmon. Enough to fit with the idea of a premium and innovative brand. But the time has come to take a step forward and become a family brand as well.
And to do this, the company announced an important partnership with Liverpool FC in England and Paris Saint-Germain in France, in addition to the association with La Liga in Spain. “PSG is more than a football club, it is a true brand in transformation,” proclaims the director of Haier France, who sees this association as a far from trivial choice. Football is the most practiced sport in France and this should allow Haier to “also reach the youngest people.”
“We are going to work on our reputation and we are going to continue, because we cannot stay at 5 years (initial duration of the collaboration, ND). Football will help us, but that does not erase tennis, which is as important to us as football,” he proclaims, adding that it is also the strength in digital and social networks that the brand seeks with these clubs.
From now on, both on the courts of Roland-Garros and in the Parc des Princes, we will see the Haier name during the matches. A blessing to reach a new audience in stadiums, but we have to think big and look for them in other places too. And in this case, this other place is the football fans’ living room, displaying the Haier logo on the television used to watch the game…
Diversify to increase your notoriety
For this reason, Haier has decided to relaunch the television market in Europe, a category abandoned in France for decades, but strong in Asia. Starting in spring 2026 it will be possible to buy a Qled, Mini Led or even Oled screen, always with the requirement of premium materials, for large format televisions. Haier is committed to dedicating 70% of its volumes to Mini LED televisions.
And believe in its possibilities. “This incursion is part of a global expansion strategy. Our objective as an innovative premium brand is to advance into new categories. Television seemed to us the most appropriate to do so,” analyzes Christophe Salmon, who boasts a “real desire to move to 5 points of market share as soon as possible”, in a French market that represents 1.8 billion euros.
And this partnership with PSG is extremely strategic: “This should help us penetrate the television market,” proclaims the French coach. This strategic launch in the next six months also coincides with another opportunity to make your televisions shine: the 2026 World Cup in the United States, Mexico and Canada.
Positioning the brand in the minds of consumers as a symbol of quality and innovation is the strategy deployed by Haier to accelerate its notoriety in France. By betting on popular sports to make itself known and get its name out of the simple kitchen or laundry room with quality screens, the Chinese group dreams of an expansion that translates into popularity and sales. Being seen to make people see better without denying its principles and its line of conduct: a cocktail that can allow the brand to dream big.
Source: BFM TV
