/PRZWT/GUANGZHOU, March 26, 2024 - Haier Zhijia, as the leading overseas brand in the home appliance industry, actively cooperates with various large-scale sports events around the world to deeply expand its brand influence. On March 18 local time, the 2024 World Figure Skating Championship kicked off in Montreal, Canada, where top Figure Skating athletes from all over the world competed fiercely. Haier Zhijia's AQUA made a simultaneous appearance on the field as an official partner. This is another international large-scale event sponsored by Haier Zhijia in 2024 after becoming the official partner of the World Badminton Federation South East Asia from 2024 to 2025 and the contract renewal with "Grand Slam" Roland Garros and the ATP World Tour.
The World Figure Skating Championship is organized by the International Skating Union (ISU) and is one of the four top figure skating events in the world. The first competition was held in 1896 and has a history of more than 100 years. Figure Skating has attracted the attention and love of global audiences with its unique artistic charm and competitive value. The audience is wide and the media reports are wide. In 2023, the event was broadcast by 868 programs in 21 countries, with a high exposure rate.
AQUA was able to cooperate with this event because of its leading brand strength. As a high-end brand under Haier Zhijia, AQUA has achieved excellent results in many countries and established a strong user base by virtue of its leading products based on user differentiation needs. In Japan, Haier and AQUA's dual brands have a combined share of TOP1 in cold washing and whitening; in Vietnam, AQUA washing machines rank TOP1 in the market; in Indonesia, AQUA is growing twice as fast as the industry.
The combination of AQUA and the World Figure Skating Championship will undoubtedly achieve mutual communication and win-win cooperation between the two audiences. It will not only further demonstrate the AQUA brand heritage and brand strength on a global scale, but also enhance its brand influence and popularity. It will also attract more people to pay attention to Figure Skating and promote the prosperity and development of the sport.
This sponsorship is part of Haier Zhijia's global sports marketing. In the process of global brand creation, Haier Zhijia has actively promoted sports marketing with a global perspective and has appeared on the international arena many times. In Europe, Haier Zhijia has twice become the official partner of the "Grand Slam" Roland Garros and ATP top tennis events; in South East Asia, Haier Zhijia has become the official partner of the World Badminton Federation South East Asia 2024-2025; in Saudi Arabia, Haier Zhijia has appeared in the Dakar Rally as the only Chinese home appliance brand. Benefiting from the influence of the event, Haier Zhijia's global voice has increased significantly, and the globalization strategy has been accelerated. Among them, in Europe, in 2023, Haier's European brand online and offline exposure reached 1.19 billion, branding impression and local price index were improved.
In addition to sponsoring sports events, Haier Zhijia has promoted its brand competitiveness and consolidated its global leadership position through diverse means on the basis of localization construction and technological innovation in the process of globalization. In the past year alone, Haier Zhijia has not only established brand stores in Malaysia, Laos, Saudi Arabia and other countries, but also exhibited its advantages in large-scale exhibitions such as China Mechanical and Electrical Products Brand Exhibition, German IFA, and American KBIS Exhibition. In addition, Haier Zhijia actively practices ESG around the world, fulfilling social responsibility and establishing a high-quality brand reputation through a series of public welfare activities such as donating food to disaster areas and caring for seriously ill children.
Through multi-dimensional branding, Haier Zhijia has established a leading brand position on the globalization stage, and a good brand reputation will also feed back its global market performance growth. According to Euromonitor International, an authoritative market research agency, in 2023, Haier ranked first in the retail volume of large household appliance brands in the world for the 15th consecutive year. In the future, in the process of globalization, Haier Zhijia will continue to deepen its sports marketing strategy, and promote brand development in a more diversified way, broaden brand boundaries, and push globalization achievements to new heights.
