In today's market, China's washing machine industry has transitioned from an expanding market to a saturated one. As consumer demands evolve, they have become the main driving force behind the industry's development. Terms like "smart," "health-focused," and "large capacity" are now commonly found in product features across various brands. However, Haier has taken a different approach by focusing on the "quiet wash" segment and promoting the concept of "changing belts and choosing direct drives." This initiative has sparked a new wave of innovation in direct-drive inverter technology within the industry.
On November 25th, at Qingdao Taitung Pedestrian Street, Haier launched the first event of its Thanksgiving Month campaign titled "Change Belts and Direct Drives." From December 1st to 31st, Haier will offer free belt replacements for existing users. Additionally, customers who purchase designated direct-drive models during the event can enjoy up to a 10% discount.
At the event, a user brought their three-year-old belt-driven washing machine to the site. After replacing the old belt with a new one, the noise level significantly decreased. When the Haier direct-drive model was tested, it operated almost silently. The comparison clearly showed the effectiveness of the quiet technology, which impressed attendees greatly. Industry experts believe that although the event appears simple, it is strategically designed to push the industry toward direct-drive motor technology, setting a new trend in the market.
Belt motors have been widely used in washing machines for years, but their disadvantages are evident. Many users report that while new belt-driven machines are relatively quiet, noise and vibration increase over time. At the Taitung event, the aging of the belt was demonstrated: after just a few years of use, the belt stretched significantly and developed cracks. Comparing a 10-year-old belt with a new one, the old one had elongated by about 4 cm. As the belt ages, noise and vibration worsen, reducing efficiency and washing performance. Regular replacement is a temporary solution, but since belts naturally degrade, this is not a long-term fix.
While many companies are trying to improve belt motor technology, Haier has introduced a revolutionary change with its direct-drive inverter technology. This innovation eliminates the need for a belt, allowing the motor to directly drive the drum. This results in no energy loss, higher washing efficiency, and reduced noise.
The motor is the core component of a washing machine, much like the heart is to the human body. Developing advanced motor technology means re-engineering nearly 90% of the components, including the casing, inner drum, and shock absorbers. In effect, Haier is rebuilding the washing machine from the ground up.
Haier’s R&D team stated that the company plans to expand the use of direct-drive technology across all washing machine models, aiming for full-scale innovation. With direct-drive technology at its core, Haier is introducing a professional care model to the market. This is not the first time Haier has led the industry through original technology—starting with the pioneering no-clean washing machine, then revolutionizing the market with direct-drive tech, and later building a "smart wash" platform, Haier has consistently set the pace for industry advancements.
Strong R&D capabilities are the key to enterprise success. No matter the era, having cutting-edge technology ensures a competitive edge in the market. By accurately understanding user needs and offering high-end products equipped with innovative features, Haier meets the growing expectations of consumers. Today, Haier’s direct-drive washing machines have reached over 10 million households worldwide, creating a $40 billion market value. It's clear that direct-drive technology has become an unstoppable trend in the industry.
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