Haier Group Chairman visits UK in a show of support for longstanding relationship

A significant stop in London underscores the brand’s deep ties to Europe, its commitment to sport, and its ambition to build meaningful, long-term partnerships across key markets.

Haier, the world’s number one brand in major home appliances*, further strengthens its connection to Europe and its global sports strategy with a strategic visit by Mr. Zhou Yunjie, Chairman of Haier Group, to the UK.

This stop at London’s historic Queen’s Club, as part of a wider European tour, is a symbolic moment in Haier’s ongoing journey to engage with key stakeholders, deepen local ties, and reaffirm its premium positioning through sport. It also provides a fitting setting to highlight the shared values of performance, precision, and excellence that unite Haier and the world of tennis: a fighting spirit, the pursuit of excellence, and the power of teamwork. These are the same principles that guide athletes on the court and Haier in its relentless drive to deliver exceptional products, cutting-edge innovation, and meaningful experiences to consumers worldwide.

With roots in Europe dating back to the company’s earliest years, Haier has grown into a brand loved by European users, built on a philosophy of “In Europe, For Europe.” Its enduring presence reflects not only courage, perseverance, and sustained investment, but also a strategic alignment of values and relationships to build cultural bridges through sport and staying close to consumers in iconic venues across the region.

Since entering the tennis scene in 2023, Haier has elevated its role beyond simple sports sponsorship, developing immersive brand experiences, city activations, impactful on-site experiences, and cutting-edge digital storytelling. Moreover, the “Play with Number Ones” positioning, and projects like the Road to Number 1 docuseries, represent a new way of engaging with the sport: authentic, inspiring, and aligned with the brand’s Zero Distance to Consumer philosophy. In line with this vision, Haier is embarking on a three-year plan to intensify its interaction with European users through sport: increasing investments in brand communication and innovation; deepening its localised operations to align with regional needs; and creating even warmer, more meaningful brand experiences that resonate with local communities.

Chairman Zhou’s UK stop further reinforces Haier’s determination to serve global consumers with higher standards, broader vision, and stronger conviction. As Mr. Zhou remarked: “The English pronunciation of “Haier” is similar to “Higher” and this is no coincidence. It reflects our unwavering ambition to aim higher, go further, and inspire excellence wherever we operate.”

In welcoming him to the UK, Haier UK & Ireland MD, Diego Perrone said, “We’re honoured to welcome Mr. Zhou to the UK. His visit is a powerful statement of Haier’s commitment to the UK market. The momentum we’ve built here reflects his visionary leadership and our shared ambition to lead the way in smart connected appliances and sustainable living. It’s an exciting time for Haier UK, and this visit marks a significant milestone in our growth journey.”

This journey is far from over. With key tournaments ahead and new territories to explore, Haier continues to write its story through the lens of sport: a story of ambition, connection, and global vision – always aiming higher.