Haier's Slogans & Taglines

Haier traces its origins to 1984, when Zhang Ruimin took over the insolvent Qingdao Refrigerator General Factory in Shandong, China. In 1985, he famously smashed 76 defective refrigerators with a sledgehammer to establish a quality-first culture, a moment now enshrined in the National Museum of China. The company partnered with Germany's Liebherr to introduce Asia's first four-star refrigerator line, and by 1988 had won China's first gold medal for refrigerator quality. Renamed Qingdao Haier Group in 1991, the company diversified into air conditioners, washing machines, and televisions before listing on the Shanghai Stock Exchange in 1993. Global expansion accelerated with the 1999 South Carolina plant, the 2012 acquisition of Fisher & Paykel, the 2016 purchase of GE Appliances for $5.6 billion, and the 2018 acquisition of Italy's Candy Group. In 2019, the company rebranded as Haier Smart Home to reflect its IoT ecosystem vision.

The brand's core products are consumer electronics and home appliances, including refrigerators, washing machines, air conditioners, televisions, water heaters, and kitchen appliances, alongside smart home solutions through its U+ platform and COSMOPlat industrial internet ecosystem.

From the early slogan "Sincerity Forever" to the global brand promise "One World, One Home" and the network-era positioning "Your Life Wisdom, My Smart Life," Haier has evolved into an ecosystem brand. Today, it champions "More Creation, More Possibilities," reflecting a journey from a struggling local factory to the world's leading major appliance brand for 16 consecutive years.