Haier Smart Home Becomes 2024 & 2025 BWF
Southeast Asia Official Partner

继助力2024年在吉隆坡举行的马来西亚羽毛球公开赛1月9日正式开赛后，1月12日，海尔智家与世界羽毛球联合会（简称：BWF）在印度尼西亚雅加达举行签约仪式，正式官宣成为2024及2025年度BWF东南亚官方合作伙伴。

Following being the official sponsor of the 2024 Malaysia Open in Kuala Lumpur that began on January 9th. Haier Smart Home formally held a signing ceremony with the World Badminton Federation (BWF) in Jakarta, Indonesia on January 12^th to officially announce their new BWF Southeast Asia partnership.

世界羽联商务与传播总监Owen Leed表示，与海尔智家这样的全球领先品牌建立合作伙伴关系，吸引更多羽毛球爱好者和家庭参与，传递向上拼搏的价值观，有助于推动羽毛球运动的发展。

而对海尔智家而言，与BWF合作，也有助于深耕东南亚市场，提升品牌全球知名度，加速推动全球化进程。

Owen Leed, BWF commercial & communications director, stated that it is great honor to establish this partnership with a global leading brand like Haier. As BWF Southeast Asia official Partner, Haier group will associate their brands such as Haier and Aqua with BWF top events in the region to promote BWF values like hard work and perseverance, bringing more excitement to badminton fans, supporting the development of the sports, and giving access to more families.

For Haier Smart Home, cooperating with BWF would also help to deeply cultivate Southeast Asia markets, enhance the global brand awareness, and accelerate the process of its globalization.

携手国际体育赛事，深耕东南亚市场

Joining hands with international sports events to support growth in Southeast Asia markets.

BWF成立于1934年，总部设在马来西亚吉隆坡，是一个国际性羽毛球运动的管理组织，旨在普及和发展世界羽毛球运动，加强各国羽毛球协会之间的联系，现有163个正式会员协会。

BWF was founded in 1934 with headquarter located in Kuala Lumpur, Malaysia. It is an international badminton management organization aiming at the promotion and development of badminton around the world, strengthening the connections with the badminton associations in each country. Currently, it has 163 formal member associations.

羽毛球在全球有超过7亿用户，东南亚羽毛球巡回赛作为BWF世界羽联世界巡回赛的重要赛点，受东南亚用户广泛关注和喜爱。海尔智家此番亮相赛场，是坚持海外创牌和“三位一体”本土化战略布局的重要举措，有助于深化在当地的品牌建设和市场开拓。

Badminton is one of the most followed and practiced sports in Asia with strong worldwide development and footprint with more than 700 million global fans and it is the mission of BWF to keep providing badminton access to more fans and players by giving everyone a chance to play badminton for life.

Haier Smart Home's brands appearance on the badminton court is an important measure to adhere to its overseas brand creation and "trinity" localization strategy layout, which will help to deepen the local brand building and market expansion.

进入东南亚市场以来，海尔智家不断以用户为中心，打造符合当地用户差异化需求的产品。拿空调来说，为解决东南亚炎热潮湿易滋生霉菌的痛点，海尔智家推出UV健康智能空调，UV深紫外线除菌技术满足用户对健康空气的需求。独创自清洁技术，剥离空调蒸发器上的灰尘、污垢、霉菌，保持空调内部洁净，为用户带来健康与便捷。

Since entering the Southeast Asia market, Haier Smart Home has been user-oriented and has created products that meet the differentiated needs of local users. Taking air conditioners as an example, to solve the problems of heat and humidity in Southeast Asia, which is prone to the growth of mold, Haier Smart Home has launched smart UV health air conditioners equipped with a UV deep ultraviolet sterilization technology to satisfy user requirements for healthy air. With the unique self-cleaning technology, the dust, dirt and mold on the evaporator of the air conditioners can be removed, keeping the interior of the air conditioners clean and bringing health and convenience to users.

为解决泰国当地冷柜易结霜难题，海尔智家推出应用全新风冷技术的风冷卧式柜，能够有效避免柜内冰霜的生成，方便用户使用。同时，不断提升用户使用体验，新上线可将柜内温度降低至-60℃的深冷冷柜，满足多种食材存储需求。

To resolve the problem of freezers’ being frost-prone in Thailand, Haier Smart Home has launched horizontal air-cooling freezers equipped with a new air cooling technology, which can effectively prevent frost and facilitate usage. Meanwhile, Haier Smart Home continuously  improves its user experience, the newly-launched deep-cold freezers can lower the temperature inside to -60℃, meeting the storage needs of various food ingredients.

通过立足用户需求的差异化创新，海尔智家收获了东南亚用户认可和市场地位的引领。在泰国，冷柜、空调的市场份额均居第一位；在印尼，洗衣机份额位居市场TOP2；在马来西亚，海尔智家在行业销量整体下滑25%的情况下，实现两位数逆势增长。

Through differentiated innovations based on user needs, Haier Smart Home has gained the recognition from Southeast Asian users and has taken the lead in the local market. In Thailand, its market share of freezers and air conditioners has ranked first; In Indonesia, the share of its washing machines has been in the second place; In Malaysia, Haier Smart Home has achieved double-digit growth against the trend of a 25% overall sales decline in the industry.

高端创牌出海，全球市场“多点开花”

High-end brand creation booming globally.

近年来，海尔智家已多次携手国际体育赛事，先后成为法国网球公开赛“罗兰-加洛斯”、Nitto ATP总决赛官方合作伙伴，连续四年成为菲律宾篮球联赛官方合作伙伴等，持续提升品牌全球美誉。

In recent years, Haier Smart Home has partnered with international sports events for multiple times, becoming the official partner of the French Open, Roland Garros and the Nitto ATP Finals. Besides, it has been the official partner of the Philippine Basketball League for four consecutive years, continuously enhancing its global brand reputation.

在全球化布局中，海尔智家不仅通过亮相国际体育赛事的方式，拉近与用户的距离，还通过本土化研发、本土化制造及本土化营销，在全球建成海尔、卡萨帝、统帅、GE Appliances、Fisher&Paykel、AQUA、Candy七大品牌集群，将品牌真正融入到当地用户生活中，服务全球10亿+用户家庭。

In its global layout, Haier Smart Home has not only brought users closer by appearing in international sports events, but also has built seven brand clusters (Haier, Casarte, Leader, GE Appliances, Fisher & Paykel, AQUA and Candy) in the world via the localization of research and development, manufacturing and marketing, fully integrating the brands into the lives of local users and serving over 1 billion families worldwide.

在美国，根据当地周末集中洗衣特点，GEA迭代出大滚筒洗衣机；在西班牙，针对独居客和生活空间局促的家庭洗衣需求，Candy推出市面结构最紧凑的洗衣机；在日本，AQUA社区洗配备的大容量洗衣机成用户首选……随着海外高端创牌战略的不断推进，海尔智家已在全球市场“多点开花”，实现持续引领。据欧睿国际报告显示，2023年海尔全球大型家用电器品牌零售量第一，实现全球15连冠。

In the US, people tend to do laundry on weekends. And based on the feature, GEA has realized the iteration of large-drum washing machines; In Spain, Candy has launched the most compact washing machines in the industry to meet the laundry requirements of people living alone and those with limited living space; In Japan, AQUA Community Laundry, which is equipped with high-capacity washing machines, has become the first choice for users... With the continuous promotion of overseas high-end brand creation strategy, Haier Smart Home has been booming in multiple global markets, leading the markets continuously. According to a report by Euromonitor International, Haier was the No. 1 in global retail sales of large home appliance brands in 2023, acquiring the 15th consecutive global top title.

国界虽有不同，但用户对美好生活的追求是一致的。海尔智家将继续坚持以用户为导向，推出真正满足用户需求、解决生活痛点的好产品、好服务，为全球用户定制美好生活。

Though countries are different, users’ pursuit of a better life is always the same. Haier Smart Home will continue to adhere to being user-oriented, launch great products and services that truly meet user‘s diversified  demands and solve the pain points in daily life and customize a better life for all global users.