This summer, Europeans have felt an unprecedented urgency to buy air conditioners. As the most severe heatwave on record turned cooling from a comfort into a necessity, a buying frenzy swept across the continent. Standing out in this surge is Haier Smart Home, a platform-based tech-ecosystem enterprise that has long recognized the needs of European users. Through deep localized operations, Haier has secured a leading position in multiple air-conditioning markets. Spain, in particular, stands as a highlight: the brand led the market in both monthly and cumulative annual market share at the terminal level, and it stands as the only brand in the past six years to maintain double-digit annual market share in the country.
Europe’s traditionally temperate climate has historically dampened cooling demand, with a household air-conditioning penetration rate of only about 20%. Meanwhile, stringent regulations on historic buildings restrict exterior drilling for split AC installation, and the lengthy approval processes combined with total costs often exceeding €7,000 have put traditional systems out of reach for many. On top of that, persistently high electricity costs and the EU’s strict low-carbon policies have further discouraged consumers from adopting energy-guzzling units. However, this year’s relentless extreme heat has upended old habits. With local production capacity at only 3.2 million units against a market demand gap of 6.8 million units, the severe supply-demand imbalance has unlocked substantial structural growth for Chinese brands with a deep commitment to local markets.
Addressing installation and energy challenges head-on, Haier AC has cultivated solutions rooted in the European context. The Expert Series high-end wall-mounted units feature an innovative single-screw modular design that simplifies disassembly and maintenance. User-friendly designs, including easy-install wall plates and enlarged piping spaces, reduce installation time significantly, gaining recognition from local HVAC channels. Meanwhile, the Pearl Premium Series responds to high electricity prices and EU energy mandates by achieving the top-tier EU A+++ energy rating, drastically improving cooling efficiency while reducing operational costs.
With years of localized cultivation, Haier AC has achieved comprehensive leadership in key European markets. In Spain, the brand ranks first in both monthly and cumulative annual share, being the only brand to hold a double-digit share stably for six consecutive years, supported by a five-year compound annual growth rate of 34.5% and sustained double-digit revenue growth. In Italy, the Supermatch Solution has boosted brand premium, helping Haier secure the No.1 position in sales share in both the ITS professional channel and the multi-split category. In Poland, Haier holds the second-largest share in household AC and leads in the multi-split segment.
As the first, strongest, and most deeply rooted Chinese home appliance brand going global, Haier Smart Home is transforming the short-term market opportunities from Europe’s heatwave into long-term momentum through localized and globally-synergized strategies. Looking ahead, it remains committed to developing tailored HVAC solutions and solidifying its leadership across multiple national markets.
By Yang Guang/ Zhang Yishuo
