Zhou Yunjie, CEO of Haier Group, answers questions from the media on the sidelines of the sixth Qingdao Multinationals Summit on June 19, 2025.
At the sixth Qingdao Multinationals Summit held from June 18 to 20, Zhou Yunjie, CEO of Haier Group, highlighted the company’s role as a pioneer in global cooperation and a model of win-win partnerships.
Marking its sixth consecutive year at this important summit, Haier’s CEO credited the event with significantly advancing the company’s internationalization strategy. “Each summit has helped propel our global cooperation efforts,” Zhou noted.
Haier’s commitment to win-win cooperation is evident in its support for Chinese manufacturers expanding abroad. According to Zhou, by leveraging its extensive network of overseas production bases in Southeast Asia, Egypt, Turkey, Europe, and South America, Haier has facilitated international market entry for many other Chinese manufacturers.
When it comes to international cooperation, a notable outcome of this year’s summit for Haier was the signing of a strategic agreement with an Algerian partner. Zhou revealed that Haier will establish a local home appliance industrial park to produce refrigerators and other appliances, and export its refrigeration technology to serve the African market.
Zhou emphasized that Haier aims to foster open ecosystems in its cooperation with multinationals. Considering the rapid upgrading of technologies and the rise of new players, Zhou believed that future competition will center on ecosystem dialogue, not individual companies. “That’s why Haier is more committed to building innovative ecosystems, enabling multinationals to better serve global consumers.”
Laborers work on an air-conditioner production line at a factory of the Haier Egypt Ecological Park in the 10th of Ramadan City, Sharqia Province, Egypt, on May 1, 2024. (Xinhua)
Addressing the challenges posed by trade barriers, Zhou acknowledged that tariffs have impacted parts of Haier’s business, underscoring the importance of adaptation. A core strategy is localization: local R&D, manufacturing, and marketing.
Zhou cited an example: “Since acquiring GE Appliances in 2016, our market size in the U.S. has doubled, and profits have tripled. Even amid ongoing tariff adjustments, we’ve maintained strong resilience.”
In addition to localization, Haier is actively cooperating with multinationals to strengthen global supply chains, aiming to build an efficient and secure network that enhances both resilience and responsiveness.
Haier’s global strategy, rooted in localization, innovation, and partnership, offers a compelling model of how Chinese enterprises are reshaping international business through inclusive, sustainable partnerships.
