MilanApril 29, 2026 /PRNewswire/ — Haier Group (“Haier”) successfully concluded its journey at Milan Design Week 2026 from April 21 to 26. This exhibition further solidified Haier’s premium innovation positioning in the international market and refined its global brand matrix layout.
Haier created six immersive experience zones, blending design aesthetics, adaptive technology, and interconnected ecosystems. As a premium brand under Haier Group, Fisher & Paykel also made a stunning appearance during the same period, participating in EuroCucina with the theme “Nature-Ritual” and unveiling the State of the Art Collection, highlighting the firm commitment to “putting people first and empowering life through art.”
Milan Design Week 2026: Haier and Fisher & Paykel double down on premium global brand power, pushing boundaries to empower better living
The joint appearance of the two brands marks a significant milestone in Haier’s multi-brand globalization strategy: one deeply rooted in smart ecosystems, the other inheriting classic design. These two differentiated brands work in synergy to jointly define a new height of modern living.
Building a Global Premium Brand Matrix
Haier’s global premium branding and service matrix stems from long-term strategic commitment and early deployment in the market. Over the past 30-plus years, Haier has transformed from a product exporter into a fully localized operator, establishing factories, R&D centers, and marketing centers worldwide, forming a “three-in-one” model of localized R&D, localized manufacturing, and localized marketing.
Haier’s innovation-driven strategy has yielded significant results within its brand portfolio: In 2012, Haier Group acquired Fisher & Paykel, a global premium home appliance company from New Zealand. The two have achieved deep synergy and remarkable outcomes in global expansion, technological innovation, product iteration, and market leadership.
Shifting its innovation logic from “shareholder-driven” to “user-driven,” Haier has helped both the Haier and Fisher & Paykel brands achieve differentiated positioning in Australia and New Zealand. With strong support from Haier, the New Zealand R&D center—one of Haier’s five global R&D centers—has accelerated breakthroughs in drawer systems, direct-drive motors, and linear compressors. Notably, Fisher & Paykel’s washing machines saw their market share in Australia surge from less than 1% to 22% within 18 months, while its refrigerators and outdoor appliances also led the market.
In 2025, Fisher & Paykel’s minimalist-style 11 Series 60cm steam oven and 11 Series 91cm built-in refrigerator-freezer won the Red Dot: Best of the Best award. This recognition not only honors the brand’s exceptional design but also confirms Haier’s ability to preserve its classic DNA while supporting the brand’s scaled growth and continued prosperity.
Haier adheres to localized R&D and manufacturing, driving regional market growth through solid local footprints.
Haier accentuating local growth through R&D and manufacturing through building robust local footprints around the world
Leveraging strategic sports marketing, Haier deepens emotional connections with global consumers: As a global partner of Roland-Garros and the ATP Tour, and an official partner of Liverpool, Paris Saint-Germain, and Serie A, Haier has launched the Haier-Cam courtside camera, deployed in over 100 Serie A matches, allowing fans to immerse themselves in the excitement of the games. The collaboration goes beyond brand logo display, co-creating thrilling moments and driving tangible brand value enhancement.
Beyond smart home appliances, Haier is expanding its healthcare, digital economy, and new energy businesses globally: Establishing life science centers in the UK and the Netherlands, supplying ultra-low temperature freezers to Oxford University, Imperial College London, and hospitals in Bologna and Copenhagen; Haier New Energy has deployed distributed photovoltaic, energy storage, and balcony solar solutions in over 50 countries and regions.
Looking ahead, Haier will uphold its vision of “creating infinite possibilities through a boundless ecosystem”, continuing to build a global innovation brand matrix. By continuously pushing the boundaries of technology, localization, and cross-industry ecosystems, Haier aims to create new value for users and partners, shaping a smarter and more sustainable future for consumers and businesses worldwide.
For more information,
please visit the official websites: Haier | Fisher & Paykel