In the world of business, exchanging business cards is a common practice. Typically, these small pieces of paper only contain names, titles, and contact information. However, during an exchange on October 26th, a simple business card carried a powerful message about the "waterway" transformation in the washing machine industry.
As Ding Laiguo entered the interview room, he first greeted the appliance enthusiasts and then presented the well-known "Haier Blue" to the crowd. While the Haier branding was obvious, it was the title on his business card that caught everyone's attention. A reporter from China National Grid noticed that it read "General Manager of Clothing Care China."
Previously, the roles of appliance manufacturers in the washing machine sector were closely tied to the term "washing machine." But this new title—“Clothing Careâ€â€”piqued interest and signaled a shift in focus.
Ding Laiguo explained that the change in title reflects Haier’s strategic upgrade in its washing machine approach. This evolution is driven by changing lifestyles and growing consumer demands. In the past, users simply wanted their clothes washed. Now, their awareness of clothing care has expanded beyond washing machines to include dryers, shoe washers, and more. Consumers now expect not just cleanliness, but high-quality care.
Under the influence of this new lifestyle, a comprehensive range of professional clothing care products will emerge, and Haier’s brand upgrade strategy will come to life.
[Image: Ding Laiguo, General Manager of Haier Wash Industry Clothing Care China]
**The Washing Machine Industry Drives Out of the “Inland Waterwayâ€**
After over two decades of rapid growth, China’s washing machine industry has reached a mature stage, with slower market expansion. According to data from Aowei.com, in January–September 2017, retail sales of washing machines in China totaled 23.77 million units, up 0.3% year-on-year, while revenue reached 46.4 billion yuan, up 5.3%.
Although the overall market growth has flattened, products featuring smart functions, health benefits, quiet operation, and cleaning capabilities are highly sought after. Innovations like washing-drying combo machines have gained popularity.
Jiang Feng, chairman of the China Household Electrical Appliances Association, pointed out that the 19th National Congress emphasized the main contradiction in Chinese society as the imbalance between people’s desire for a better life and insufficient development. Under the backdrop of supply-side reforms, product restructuring aligned with consumption upgrades and technological innovation is essential for sustainable development in the home appliance industry.
Wen Weiping, chairman of Aoweiyun.com, stated that China’s washing machine industry is entering a transformation phase, with consumption shifting toward improved experiences. Product structure upgrades are becoming a key driver for the industry. Consumers are now prioritizing brand and quality more than ever, pushing leading brands to continuously innovate and expand into high-end, large-scale, intelligent, and eco-friendly solutions.
[Image: Five characteristics of the washing machine industry transformation stage]
According to Ding Laiguo, the future growth of the washing machine industry lies in creating a new clothing care ecosystem. By offering complete sets of professional care products, Haier aims to enhance user experience and introduce new life scenarios through diverse solutions.
Haier has formed strategic partnerships with Belgium-based high-end clothing care company Christeyns, as well as Procter & Gamble, Haicang House, and Wanshili, to build an ecological platform for environmental protection and new waterways.
**The “Detonation System†Behind the Interactive Form**
At the Haier brand upgrade strategy conference, another Guinness World Record was set. This time, Haier achieved a record by placing a 5.045-meter-high chair diagonally.
Ding Laiguo explained that the achievement was made possible by Haier’s direct-drive inverter motor technology developed in collaboration with New Zealand brand Fisher & Paykel. This technology changed the traditional belt-driven inner cylinder system, resulting in stronger performance, less noise, and even the ability to place a champagne tower smoothly. As a result, high-speed operations like “slanting†become easier.
Through interactive forms such as coin-making, belt-cutting, and napkin-washing demonstrations, Haier has already reshaped public perceptions of washing machine innovation. However, according to insiders, technological innovation driving interactive experiences is just one part of Haier’s broader “detonation system.â€
[Image: Business model continues to evolve]
“The interactive form of technology innovation is only part of the entire detonation system,†Ding Laiguo said. Haier uses a parallel platform connecting users, production, and the market to drive industry transformation. By collecting user pain points, combining market demand with R&D, and fostering internal and external interactions, Haier creates product interaction models that are then launched into the consumer market.
But the process doesn’t stop there. Once products reach the market, Haier’s shopping platform serves as both a channel and a community engagement hub. In this way, the entire detonation system revolves around continuous interaction—mining needs, innovating technology, and launching interactive forms without end.
In this endless cycle of interaction, Haier has produced new innovations. Building on direct-drive technology, the company iteratively upgraded to “dual drive†technology, enabling one motor to operate at different speeds simultaneously. This advancement improves washing efficiency and saves time and energy.
Haier’s “Washing Machine + Dryer†combination, shoe washer, laundry machine, and Casa Di’s “Cloakroom + Laundry†clothing care center continue to elevate living standards and push the global washing machine industry into a new era of comprehensive clothing care solutions. (Xue Kui)
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