Haier Logo

Haier was founded in 1984 in Qingdao, Shandong, China, as Qingdao Refrigerator Co. under the leadership of Zhang Ruimin. That same year, Ruimin, to emphasize the importance of high quality, orchestrated a dramatic gesture by instructing his managers to physically destroy substandard products with a sledgehammer. This event emphasized the company’s commitment to quality from the start.

Soon, the brand went beyond the production of refrigerators and started producing a wide range of household and electronic appliances. These included air conditioners, washing machines, microwave ovens, cell phones, computers, and televisions. In 1992, the company rebranded itself as Haier Group, reflecting the expansion of its business scope and internationalization.

Throughout the 1990s, Haier worked hard to raise the quality of its products to international standards, achieving ISO 9001 quality certification for its major lines, including refrigerators, air conditioners, and freezers. As the company matured, it expanded its market presence through strategic acquisitions, such as the significant takeover of GE Appliances in 2016.

Today, Haier is a global leader in home appliances, operating a conglomerate of seven major brands: Haier, Casarte, Leader, GE Appliances, Fisher & Paykel, Aqua, and Candy. With a market presence in more than 100 countries and territories, the company recorded an estimated global revenue of $32 billion in 2020.