Revenue and profit reach new highs, Haier Smart Home's continued transformation resilience is fully demonstrated by 2025.

On the evening of March 26, Haier Smart Home released its 2025 annual report. Against a backdrop of a complex and ever-changing external environment and intensifying industry competition, the company has continued to deepen its transformation, showcasing strong resilience in operations, with both revenue and profit hitting record highs. According to the financial report, in 2025, Haier Smart Home’s full-year revenue for the first time exceeded 300 billion yuan, reaching 302.347 billion yuan, up 5.71% year over year; net profit attributable to shareholders was 19.553 billion yuan, up 4.39% year over year; and net cash flow from operating activities reached 26.003 billion yuan, 1.33 times net profit, with cash quality continuing to be strengthened.

While maintaining steady growth in performance, Haier Smart Home has continued to increase shareholder returns. It has raised its dividend payout ratio from 48% in 2024 to 55% in 2025, and also clarified that the dividend payout ratio will be raised to 60% over the next three years. In addition, the company has released a new share repurchase plan, proposing to spend RMB 3 billion—RMB 6 billion to repurchase shares.

2026 AWE Haier showroom. Photo by Zhang Pengfei, a reporter from this publication

Breaking boundaries and reshaping a new industrial landscape

Domestic multi-brand leadership continues

Facing challenges such as shrinking domestic demand and intensifying industry competition, Haier Smart Home has broken through industry and sector boundaries to develop new ecosystems such as the big kitchen and smart HVAC, continuously building end-to-end, full-scenario user experiences. According to the annual report, in the big kitchen ecosystem, Haier’s refrigerator market share is 47.7%, maintaining the industry’s No. 1 position; Haier’s kitchen electrics—built-in range hoods—leads in sales, and the drawer-type dishwasher holds the No. 1 share. In the smart HVAC ecosystem, Haier’s home air-conditioner global sales grew 14.8% year over year, leading the industry; Haier’s commercial air conditioners hold the No. 1 share across multiple categories, achieving double-digit growth against the trend; Haier’s water heater market share is 32.5%, firmly staying in the industry’s first place. Haier’s washing machine market share is 47.4%, rising an additional 2 percentage points on top of a high base.

At the same time, Haier Smart Home is actively seizing new opportunities such as artificial intelligence and the silver economy, and is developing emerging tracks such as household robots and smart elder care, further expanding growth space. During AWE 2025 (China Home Appliances and Consumer Electronics Show), the company released three categories of robot products, driving deep integration between intelligent home appliances and robotics technologies, and accelerating the rollout of “no-human-needed household chores” and “smart caregiving” scenarios.

In terms of multi-brand coordination, the annual report shows that Casarte has maintained the No. 1 position in the high-end market for 10 consecutive years, achieving double-digit growth in 2025. Leader (统帅) builds product innovation driven by customer insights; during the reporting period, sales of its “lazy-man” three-tub washing machine exceeded 300,000 units. Brand revenue first surpassed RMB 10 billion, up 30%. In both online and offline channels, Haier’s brand shares are both ranked No. 1 in the industry. This year at AWE, the industry’s first launch of the highest L4-level intelligent agent system Seeker redefines a new standard for whole-home intelligence.

Haier L4-level intelligent agent system Seeker. Photo source: Haier Smart Home

Deepening global supply chain layout

Overseas regions lead across the board

Facing complex overseas environments, Haier Smart Home, through years of deep cultivation of its global supply chain layout, has achieved overseas performance that outperforms industry growth. The financial report shows that in 2025, Haier Smart Home’s overseas revenue grew 8.3% year over year.

Judging by regional performance, the annual report shows that in the U.S. market, revenue of the high-end brand grew 7% year over year and has ranked TOP1 in the industry for 4 consecutive years. In the European market, revenue grew 19.9%, and the overall white goods share is the first among Chinese companies. In the Australia and New Zealand market, Haier and Fisher & Paykel both lead the local large white goods market. In Japan, revenue grew 10.3%. In emerging markets, Southeast Asia, South Asia, and the Middle East and Africa saw revenue grow 13.4%, 23.2%, and 55.8%, respectively.

In 2025, Haier Smart Home continued to advance its global supply chain and emerging market layout. A total of 12 projects were newly commissioned and successfully started production worldwide. This includes six new projects such as GE Appliances’ large front-loading units in the United States and refrigerators in Egypt, and six projects that were successfully put into production, such as air conditioners in Thailand and commercial air conditioners in Jiaozhou, providing strong support for continued growth in overseas performance.

Haier household robots. Photo by Zhang Pengfei, a reporter from this publication

Embracing AI for full-scale digital transformation

Continuously improving corporate efficiency and user experience

The deep integration of digital transformation and AI technology has become an important engine for Haier Smart Home to improve quality and efficiency. In 2025, the company built an all-domain unified warehouse TC customer platform and a user lifecycle experience management platform, helping customers reduce costs and increase efficiency while improving user experience. Overall expense ratio was improved by 0.23 percentage points year over year.

In customer empowerment, the all-domain unified warehouse TC platform effectively shortens transaction chains and reduces inventory pressure. Taking the air-conditioner segment as an example, distributors’ sales terminal revenue grew by more than 130% year over year, and inventory turnover efficiency improved by more than 50%. In terms of user experience, the company achieved transparency and visibility across the entire process from purchase, delivery, to installation. In 2025, the share of direct-to-customer orders rose to 57%; coverage of delivery lead time within 24 hours extended to 1,944 county-level areas; the integration rate of delivery and installation within 2 hours increased to 83%; and fulfillment efficiency and service quality continued to improve. On the supply chain side, inventory turnover days were optimized by 0.9 days year over year. Digital reconstruction of the logistics and delivery network drove a clear decrease in overall logistics costs.

Looking ahead to 2026, in the face of global market uncertainties and intense competition, Haier Smart Home said it will continue to deepen AI and digital transformation, strengthen the layout of its smart HVAC business, accelerate expansion in emerging areas such as health and elder care and robots, and continue to build a user-centered platform-based technology and service ecosystem enterprise, further opening up growth space.

Abundant information and precise interpretation are available in the Sina Finance APP