Haier Europe achieves another record turnover and growth in 2021

The Company’s 2021 global sales revenue reached RMB 227.5 billion, an increase of
15.8% year-on-year
Financial results for 2021 show success of growth strategy for Europe: RMB 19.7
billion in revenue, up 20% year-on-year
Brugherio, April 13, 2022 – Haier Smart Home, the number one Company globally in major appliances, has
released its financial results for 2021 fiscal year, reporting a double-digit growth of 15.8% year-on-year*,
with sales revenue of RMB 227.5 billion. Profitability increased to RMB 13.1 billion, a 47.1% year-on-year
Business in overseas markets achieved record-high revenue and profitability: revenues reached RMB 113.7
billion, a 13% increase in turnover over 2020.
Haier Europe, which is headquartered in Italy, achieved sales revenue of RMB 19.74 billion in 2021, an
increase of 20% year-on-year. It now represents the #4 home appliance manufacturer in the region with
8.1% market share, while Haier Smart Home remains #1 brand in the world in the large household appliances
sector, confirming its podium position for the thirteenth consecutive year**.
In 2021, the Haier brand continued to grow in price index and constantly outperformed the industry in
market share growth.
Haier Europe is consolidating its leadership in the field of connectivity and IoT with a strategy aimed at
taking the Company to the top three home appliance manufacturers in Europe. The robust revenue and profit
margin growth were attributable to meeting the needs of diverse user groups with the optimization of its
multiple-brand portfolio – Candy, Hoover and Haier. Haier Europe improved user experience with innovative
products, where the proportion of high-end sales in Europe increased by 5 percentage points.
In 2021, the Company completed the construction of two new factories in Romania and Turkey which
specialize in manufacturing respectively refrigerators and tumble dryers, and are designed to shorten the
go-to-market and meet customers’ demand at best. A breakthrough was also made in building scenario-
based ecosystem, with the number of registered users on hOn app reaching 4.5 million.
“Despite all the headwinds, we remained committed to our strategy” – said Yannick Fierling, CEO of Haier
Europe – “I’m proud of how we managed to achieve outstanding growth and positive results, delivering our
vision to be the first consumer choice for smart home solutions. This encourages all of us at Haier Europe to
strengthen even more our mission to drive the future of IoT ecosystems and connected scenarios.”
Haier Smart Home has been once again listed in the Global 500 and World’s Most Admired Companies list
by Fortune Magazine and it has also been the world’s only IoT ecosystem brand being named again as
BrandZ Top 100 Most Valuable Global Brands in 2021.

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