海爾空調(diào)歐洲銷量躍升，多渠道奪冠30%

Haier Air Conditioners Lead in Global Market Haier Air Conditioners Stand Out in the Global Air Conditioning Market

Global air conditioning industry competition is intensifying, and under the dual influence of high temperatures worldwide and carbon neutrality policies, the industry is facing challenges such as homogeneous competition and rising operational costs. In this situation, Haier air conditioners have achieved breakthroughs with their comprehensive strength, with a 20% increase in global retail volume and a net increase of 1.2 percentage points in global market share.

In the particularly fierce European market, Haier air conditioners continue to perform well: industry online data shows that in the first half of 2025, air conditioners were exported to Italy 1.84 million units, with a slight increase of 2.9%; and exported to Spain 1.44 million units, a decrease of 15.5%. At the same time, Haier's European sales increased by 30%, and it took the first market share in Italy's professional channels and Spain's retail channels, becoming an outstanding Chinese brand in the European air conditioning market.

Behind this impressive performance is Haier's years of deep cultivation in the European market and the continuous implementation of localization strategies. In Europe, the high cost of labor has led to high installation costs, with the installation cost of a standard air conditioner reaching about 200 euros. It is common for users to purchase and install air conditioners through installers. This phenomenon is particularly evident in Italy, where nearly 70% of air conditioners are recommended by installers. Therefore, winning the recognition of installers is crucial. After in-depth research, Haier launched the high-end hanging machine Expert series "three-easy" air conditioner, which integrates easy cleaning, easy disassembly, and easy maintenance features. After its launch, it quickly opened up the market. This localized innovative product not only saves costs but also shortens the installation time by 50%, greatly improving installation efficiency.

Currently, European users are increasingly concerned about health, and indoor air cleanliness and pollution issues are receiving more attention. In response to this demand, Haier launched the UVC health air conditioner locally. This product is equipped with the upgraded UVC Pro deep ultraviolet sterilization technology, which can achieve double sterilization of the air conditioner itself and indoor air, comprehensively protecting the air health of users' families.

In June this year, Haier Smart Home completed the acquisition of Hungary's HVAC leader KLIMA KFT, marking a key step in the expansion of its HVAC business in the European market. This move will further strengthen Haier's business layout in Central and Eastern Europe, accelerate the promotion of HVAC solutions in the region, and help Haier accelerate towards the top of the European market.

In the global market, Haier air conditioners also perform well: they rank first in market share in countries such as Malaysia, Pakistan, and rank second in countries such as Thailand, Bangladesh, and Poland. With global layout and localization innovation, Haier air conditioners will become the preferred choice for more consumers.

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