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Authors | Huang Yu, Chen Yingyi
Recently, Zhou Yunjie, Chairman and CEO of Haier Group, gained attention after appearing alongside Lei Jun at the Two Sessions' representative channel, and he responded by stating that he would launch new media accounts by the end of March or early April. On March 21, Zhou Yunjie kept his promise and released his first Douyin video, which briefly topped the trending searches.
In the new wave of AI that has emerged over the past two years, Haier Smart Home, one of the &#34;three giants of white goods,&#34; has remained relatively low-key, but is now fully engaged, aiming to leverage this massive traffic to further capture consumers' minds regarding AI home appliances.
In addition to showcasing AI home appliances at the 2025 China Household Appliances and Consumer Electronics Expo (AWE2025), Haier Smart Home also unveiled its latest achievements in the smart home field—the AI Eye series of black technology—at the Haier Smart Home 2025 Ecosystem Conference, held the day before AWE2025.
The development of smart appliances has mainly gone through several stages: single product networking, interconnectivity, and intelligent decision-making. The higher the stage, the more household labor appliances can replace. Currently, the industry has reached the stage of &#34;interconnectivity.&#34;
The AI Eye series of black technology aims to endow appliances with a &#34;visual nerve center&#34; similar to that of humans, allowing smart appliances to achieve &#34;understanding&#34; based on &#34;listening,&#34; and possess the ability to proactively serve people.
This means that Haier's smart home is upgrading again, moving from &#34;doing household chores for people&#34; to &#34;no household chores,&#34; leading the industry into the fourth stage of &#34;AI highly autonomous intelligence.&#34;
Ten years ago, Haier Smart Home established smart home as its strategic direction. Shu Hai, Vice President of Haier Group and General Manager of Haier Smart Home R&amp;D Platform, stated that today AI has become the strategic direction of Haier Smart Home's R&amp;D, and in the future, they will accelerate the iteration speed of AI home appliances to ensure they remain in a leading position.
At the same time, Shu Hai revealed that the goal of Haier Smart Home is to gradually achieve &#34;no household chores.&#34;
The realization of the &#34;no household chores&#34; goal currently requires two pieces of the puzzle. One is that appliances need to have the ability to &#34;understand,&#34; and the launch of &#34;AI Eye&#34; by Haier Smart Home is aimed at giving appliances this capability; the other is to achieve household chores being &#34;picked up and put down&#34; through household service robots after they can &#34;understand.&#34;
It is reported that Haier Smart Home is currently accelerating the R&amp;D and layout of household service robot business to promote the early arrival of the &#34;no household chores&#34; era.
Relying on the Haier Smart Home brain and Uhome large model, at the level of smart living scenarios, Haier Smart Home is enabling appliances to &#34;see, hear, and think&#34; through the deep application and integration of the San Wing Bird AI scenarios in safety disposal, health management, and language interaction, achieving full scenario coverage of smart homes.
It is reported that the Haier Smart Home brain has undergone training with hundreds of billions of household professional knowledge, allowing smart homes to move from &#34;all things interconnected&#34; to &#34;all things thinking&#34;; the Uhome large model enables smart homes to continuously learn and upgrade, thus achieving natural conversational interaction with users
Cui Zhen, General Manager of Haier Smart Home's Three Wings Bird in China, also revealed: &#34;This year, we are collaborating with HiSilicon and the OpenAtom Open Source Foundation to jointly create a distributed smart home operating system based on open-source HarmonyOS. We will continuously open up and co-create with more software and hardware service ecological partners to build a smart home for the AI era.&#34;
Recently, the release of DeepSeek has ignited the global AI and industrial sectors, and the deep integration of artificial intelligence with various industries has become a reality. Haier Smart Home's choice of AI as a core strategy is in line with market trends and is based on insights into user needs.
Currently, the level of intelligence in home appliances is limited, with most products still in the &#34;passive execution&#34; stage, requiring users to manually operate or provide clear instructions to complete tasks. Meanwhile, user demand for convenience, personalization, and proactive services is growing.
To address this pain point, enhancing AI technology capabilities is key.
During the recent National Two Sessions, Zhou Yunjie also stated: &#34;Either evolve alongside artificial intelligence or be marginalized by it.&#34;
Haier Smart Home's smart home strategy has also achieved good results in the past. It is reported that over the past seven years, Haier Smart Home's sales in China have doubled, with growth rates surpassing peers.
Zhao Yanfeng, Vice President of Haier Group and General Manager of Haier Smart Home in China, also outlined future development plans for the China region at the ecological conference, setting a series of strategic goals for four high-end brands by 2025.
Among them, the luxury brand Fisher &amp; Paykel plans to build 100 top-tier experience stores in core cities nationwide, deeply engaging with the designer community and collaborating with over 2,000 high-end home designers; the Casarte brand focuses on expanding 440 high-end brand experience stores in first- and second-tier cities, penetrating four major user segments and leading high-end lifestyles.
Haier plans to establish 1,000 AI experience stores, promoting 10,000 &#34;Renewal Journey&#34; activities around the national old-for-new policy; Leader will be repositioned as an internet ecological brand, defining quality-price ratio as good but not expensive, with a target of 70% year-on-year growth in online retail and innovating 1 million explosive products.
Of course, Haier Smart Home's ambitions have never been limited to domestic markets.
Financial reports show that Haier Smart Home's overseas business revenue has surpassed domestic business revenue, reaching 70.824 billion yuan in the first half of 2024, accounting for 52.22% of total revenue.
In the first half of last year, Haier Smart Home achieved year-on-year revenue growth of 9.9%, 12.4%, and 26.8% in South Asia, Southeast Asia, and the Middle East and Africa markets, respectively.
Notably, in July last year, Haier Smart Home announced the full acquisition of the South African water heater business subsidiary ESA from the Swedish Electrolux Group, further expanding its footprint in Africa.
Haier is considered the most globally effective among the &#34;three giants of white goods.&#34;
Industrial Securities predicts that under the stimulus of national subsidy policies, Haier Smart Home will achieve high growth in domestic sales, with high-end Casarte recovering; the resilience of overseas brand business will be highlighted, efficiency will continue to optimize, and operations will enter an upward channel, with the logic of globalization and high-end positioning expected to continue to materialize.
Haier Smart Home has now fired the first shot in &#34;unmanned housekeeping,&#34; but evolving alongside AI is a continuous battle. To maintain its lead in this race, Haier Smart Home still has a long way to go

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Gradually achieve "unmanned household chores."

- Haier Group's CEO Zhou Yunjie has launched a new media account and released a Douyin video, gaining significant attention.  
- The company aims to lead in AI home appliances, introducing the "AI Eye" technology to enhance smart devices' capabilities, moving towards a "no-housework" future.  
- Haier's strategic focus on AI is driven by market trends and user demands, with plans for expansion in both domestic and international markets, reflecting strong growth and ambition.

Haier Smart Home is racing in the AI track