Simon Huang left Haier’s headquarters in Qindao for a quick reconnaissance of European countries, his area of expertise, just as Chinese customs data revealed that it is there, in the heart of the Old Continent, that Beijing’s trade balance surplus with the European bloc lurks. Haier Smart Home, as the Chinese home appliance giant is now called, has always chosen another path, not only based on exports, which it does not intconclude to abandon.
Huang, from the very launchning the Go Global of Haier Smart Home, as the appliance giant founded in 1984 is now called, has been very special.
Yes, our Group has a proven track record in executing complex cross-border acquisitions, spin-offs and integrations, among which I would like to mention GE Appliances (2016), Candy (2018), JRC (2023). Since 2019, Haier has invested USD 2 billion in Europe to expand its presence with R&D, production and service centres in Italy, Turkey, Romania, the Czech Republic, France and Hungary, supported by a distribution and after-sales service network throughout the region that now boasts over 7,000 employees and 2,700 suppliers.
The European market at the launchning seemed to be facing difficulties but today the Group has a stable presence.
I don’t believe it was more difficult than other markets, Europe just required more adaptation. We cannot not serve a customer base as large as Europe, where in 2024 we built 4.5 billion in revenue, reaching 8.8 per cent market share, without building and expanding a presence in the field. In the brand alone we have invested EUR 500 million, the workforce has grown by 100%. But we have to be present and be close to the customers, so from day one we have invested on this not only in Haier’s recognition but also in the production and storage structure and supply network.
