The global home appliance market has experienced accelerated differentiation this year amid trade barriers and supply chain restructuring, with regional markets showing varied performance. This complex global environment has served as a litmus test for the growth resilience of multinational companies. On the evening of August 28, Haier Smart Home released its first-half 2025 financial results, reporting overseas revenue growth of 11.66% in double digits, expanding market share simultaneously in both mainstream and emerging markets to achieve comprehensive leadership.
Global Divergence: Mainstream Markets Face Overall Pressure While Emerging Markets Show Mixed Results
The global home appliance market in the first half of 2025 presented a complex landscape characterized by "pressured mainstream markets and uneven performance in emerging markets."
Looking at mainstream markets: Affected by high interest rates and sluggish real estate conditions, the North American market remained under pressure with major appliance shipments declining 0.8% year-over-year. The European market showed signs of gradual recovery, with white goods sales in the four major European countries (Italy, UK, France, Spain) rising 2% year-over-year, though average unit prices dropped by 7.1 euros. Japan's refrigerator, washing machine, and air conditioner sector saw sales volume decline 1.4% and sales value drop 1.3% year-over-year.
Emerging markets displayed varied performance: Major Southeast Asian countries generally declined 6%-10%, with Thailand, Indonesia, and Malaysia falling 7.4%, 6.6%, and 6% respectively, while Vietnam's market volume dropped nearly 10%. In contrast, the Middle East and Africa markets maintained overall growth trends, with Egypt's retail market reaching $2.3 billion, up 3% year-over-year, and Gulf countries' market scale reaching $1.8 billion, growing 9% year-over-year.
Outperforming the Industry: Comprehensive Leadership in Mainstream Markets and Continuous Breakthroughs in Emerging Markets
Amid the complex global environment of mixed performance, Haier Smart Home achieved high overseas operating revenue growth of 11.66% in the first half of 2025. This performance continued and amplified last year's growth momentum: in 2024, Haier Smart Home's overseas revenue grew 5.43% year-over-year, with second-half growth rate (7%) significantly higher than the first half (4%).
Focusing on regional markets, Haier Smart Home achieved comprehensive leadership in mainstream markets and continuous breakthroughs in emerging markets: In North America, the company ensured profitability remained unaffected by tariff policies through product portfolio optimization and capacity adjustments, achieving a contrarian 2.4% growth. In Europe, brand positioning upgrades and management reforms continued to show results, delivering 24.07% high growth. In emerging markets, Haier Smart Home achieved comprehensive growth of 32.47% in South Asia, 18.29% in Southeast Asia, and 65.42% in the Middle East and Africa.
Key Support: Diversified Balanced Layout with Dual-Track System Enhancing Resilience
Behind Haier Smart Home's global growth and comprehensive leadership lies comprehensive strategic support. On one hand, the company has continuously strengthened its balanced layout across Europe, North America, and emerging market regions through global diversification, reinforcing intelligent dynamic coordination capabilities to support global market development. On the other hand, Haier Smart Home has established a "China+N" and "localization+regionalization" global dual-track supply chain system, continuously enhancing supply chain resilience to address global tariff policies and supply chain uncertainties.
For instance, by establishing localized factories in Egypt and Thailand, and continuously advancing "local production, local service" layout in North America, the company has reduced the impact of international external environment shocks while improving delivery speed and stability, better serving local users. Currently, Haier Smart Home has deployed 35 industrial parks and 163 manufacturing centers globally (61 overseas), forming a virtuous system of eastern and western hemisphere self-circulation plus domestic and international shared circulation. This serves as the solid foundation for Haier Smart Home to become a truly global enterprise.