This year, Haier washing machines have made headlines with a series of impressive achievements. In just under a year, from March to October, they set three Guinness World Records, showcasing their innovative spirit and technological excellence in the global washing machine industry.
At the 2017 AWE exhibition in March, Haier set its first record by creating a 1.882-meter coin-shaped washing machine. Since then, the brand has continued to push boundaries. On June 30th, in Chengdu, Haier successfully challenged another record: a 91-story tower made of 2,328 standard paper cups, standing at 10.08 meters tall. This incredible feat highlighted not only the stability of the washing machine but also the creativity behind it.
The most recent record came on October 26th, when Haier once again broke the Guinness World Record. By stacking 50 chairs on top of four horizontally placed drums and three diagonally positioned washing machines, they built a 5.045-meter-high tower. What made this even more remarkable was that all seven washing machines were fully operational during the challenge.
Haier’s three world records are more than just marketing stunts—they reflect the brand’s deep commitment to quiet, stable, and user-friendly technology. These achievements demonstrate how Haier continues to lead in innovation, driven by real user needs and the desire to improve the laundry experience.
But why did Haier choose to create these records? What do they mean for consumers? After all, washing machines are everyday appliances. The pain points for users often include noise, vibration, and damage to delicate fabrics. How do these records relate to real consumer demands?
The answer lies in Haier’s direct drive technology. Unlike traditional motors, direct drive systems reduce noise and vibration, making the washing process smoother and gentler on clothes. This technology is the backbone of Haier’s record-breaking feats. For example, in one experiment, napkins were washed in a Haier direct drive washing machine for just five minutes and remained intact, proving the machine’s gentle care.
This level of precision and control comes from Haier’s collaboration with Fisher & Paykel, where they developed a leading direct drive inverter motor. This innovation allows for precise movement of the drum, reducing both noise and vibration—key factors in achieving those world records.
In an increasingly saturated market, many brands rely on gimmicks like “smart†or “internet-connected†features. But Haier takes a different approach. It focuses on understanding user needs, driving innovation through community engagement, and solving real problems in the laundry process.
What makes Haier’s success so hard to replicate is its focus on core technologies and user experience. From laser seamless welding to direct drive motors, every feature is designed to deliver superior performance and care. This attention to detail has earned Haier a strong reputation among consumers.
In the international market, Haier’s direct drive washing machines have reached over 10 million households, generating $4 billion in value. Domestically, in the first nine months of 2023, Haier held a 29.5% market share, with six of the top ten selling models being from its direct drive series.
These numbers show that Haier isn’t just chasing records—it’s building a lasting legacy through innovation and user-centric design. While others may try to copy its strategies, the true secret lies in its deep understanding of what users really want: quiet, efficient, and gentle washing that cares for their clothes.
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